What marketing goal is associated with the Maturity Stage?

The marketing goal associated with the Maturity Stage is preference, which refers to establishing a strong customer preference for a brand or product in a highly competitive market. During the Maturity Stage of the product life cycle, the market has already been penetrated, and sales stabilize as growth slows. At this point, businesses focus on differentiating their products to create brand loyalty among consumers who have multiple options available to them.

Achieving customer preference is crucial in this stage because it helps to sustain sales and defend market share against competitors. Companies may use promotional strategies, loyalty programs, and product enhancements to cultivate long-term relationships with customers so that they continue to choose their brand over others.

The emphasis on preference acknowledges that the market is no longer a new one (as it would be in the trial stage), nor is it about launching new products or simply expanding the product's reach, which might be more relevant strategies in other stages of the product life cycle.