“At some point of time, the rateof sales growth will slow down, and the product will come into a stage of respectivematurity. As compared to the previous stages, this stage proceeds longer and causeslot of challenges. Most products are in the maturity stage of the life cycle,and most marketing managers cope with the problem of marketing the matureproduct.Three strategies for the maturitystage are market modification, product modification, and marketing-mixmodification.
Ø “Market Modification: – The market for themature brand/product can be increased by increasing the number of users of brand.This can be done by (1) transforming nonusers; (2) coming into new marketsegments (as Johnson & Johnson did when promoting baby shampoo for adultuse); or (3) attracting competitor’s customers (the way Pepsi-Cola tries to wooaway Coca-Cola users). Capacity can also be expanded by encouraging theexisting brand users to increase the utilization of the brand.
FOR EXAMPLE: -use this product twice daily written back of the product like fairness creametc.Ø Product modification: – Managers make an attemptto boost sales by modifying the product’s characteristics through qualityimprovement, feature improvement, or style improvement. Quality improvement focusesat expanding the functional performance of product—its durability, reliability,speed, taste. Adding new features to the product can build the image of thecompany as an innovator and win the loyalty of market segments that value thesefeatures; this is why America Online regularly introduces new versions of itsInternet software. However, feature improvements are easily copied; unlessthere is a permanent gain from being first, the feature improvement might notpay off in the long run.Marketing-mix modification: – product managers make anattempt to boost sales by altering other marketing-mix elements such as prices,distribution, advertising, sales promotion, personal selling, and services.”