Page 302 - Foundations of Marketing

Product, Branding, and Packaging Concepts | Chapter 10 269

by intense competition because many brands are now in the market. Competitors emphasize
improvements and differences in their versions of the product. As a result, during the maturity
stage, weaker competitors are squeezed out of the market.
During the maturity phase, the producers who remain in the market are likely to change
their promotional and distribution efforts. Advertising and dealer-oriented promotions are
typical during this stage of the product life cycle. Marketers also must take into account that
as the product reaches maturity, buyers’ knowledge of it attains a high level. Consumers are
no longer inexperienced generalists; instead, they are experienced specialists. Marketers of
mature products sometimes expand distribution into global markets. Often the products have
to be adapted to fit differing needs of global customers more precisely.
Because many products are in the maturity stage of their life cycles, marketers must know
how to deal with these products and be prepared to adjust their marketing strategies. There
are many approaches to altering marketing strategies during the maturity stage. To increase
the sales of mature products, marketers may suggest new uses for them. Arm & Hammer has
boosted demand for its baking soda by this method, providing multiple uses for this product.
Because frozen yogurt has reached the maturity phase, Ben & Jerry’s has released new fla-
vors and yogurt types to appeal to changing consumer tastes. The side-by-side advertisements
show two flavors of its new Greek yogurt, a type of yogurt that has become increasingly popu-
lar among consumers looking for a low-fat snack.
As customers become more experienced and knowledgeable about products during the
maturity stage (particularly about business products), the benefi ts they seek may change as
well, necessitating product modifi cations. Consider that traditional truck-based sport utility
vehicles, such as the Ford Explorer and GMC Tahoe, have reached maturity. Consumers seem
more interested in “crossovers”: car-based utility vehicles like the Chevrolet Equinox, Honda

Courtesy of Ben & Jerry’s Courtesy of Ben & Jerry’s

Managing Products in the Maturity Stage Ben & Jerry’s frozen yogurt has reached the maturity stage of the product life cycle. To
generate more interest in its products, the company is developing new types of frozen yogurt to take advantage of consumers’ growing
preferences for Greek yogurt.

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