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The Marketing Plan
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peanut butter is in the mature stage of the life cycle. Sales increase during
this stage, but at a declining rate. As Mamba sales level off, TARTINA profit
margins narrow. Price competition is severe. The best way to extend the life of
this product and keep profits healthy is to modify it (alter the taste, color, labeling,
packaging), design new promotion, or develop new product uses. TARTINA has
entered into the stage of the product life cycle where it is one brand among many
others already well known in the marketplace. It has to figure out its comparative
advantages and implement a promotion program that shouts them from the hilltops!