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Coca-Cola’s Marketing Plan: Phase III
Laura Darby, Paula Coletti, Mira Walker,

Victor Torres - Rosario, and James Rowan

September 6, 2010

MKT/421

Henry Weber

Product Life Cycle and Factors

All products move through stages called the product life cycle. There are four stages that a product will follow. The stages are market introduction, market growth, market maturity, and sales decline (Cannon, McCarthy, & Perrault, 2009, p. 261). Different products will move through the life cycle at a different pace and there are certain factors that will affect its movement. “Kick’em Back” will begin in the market introduction stage of the product life cycle. Customers do not know about the product and are not looking for the drink. During this stage, Coca-Cola will likely lose money because they are investing in the product and receiving little sales. “Kick’em Back” should move quickly through this stage because Coca-Cola is a large, “well known” company, and they have many resources to advertise to the public. As “Kick’em Back” enters the second stage, market growth, sales will quickly rise. The company should move through the stage slowly because customers will be satisfied with the product and continue to buy it. As competitors begin to enter the market, they will try to copy the product or make it better (Cannon, McCarthy, & Perrault, 2009, p. 262). At the end market growth, sales and profits will decline for Coca-Cola. According to Cannon, McCarthy, and Perrault (2009, p. 263), market maturity occurs when industry sales level off and competition grow tougher. Some companies will drop out of the market because they are not efficient and cannot compete. The sports drink from Coca-Cola should move through this stage slowly. If Coca-Cola can effectively market the product and make it stand out from the competition, “Kick’em Back” should

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