Products superseded by new productsDemand fallsSales declineMarket shares declineMarketing support reduced and allocated to new growth products

Products superseded by new productsDemand fallsSales declineMarket shares declineMarketing support reduced and allocated to new growth products

Competition intensifiesTake overs likelyStable sales & smaller rates of growth/declineMarket share proportional to investment of marketing effort

Competition intensifiesTake overs likelyStable sales & smaller rates of growth/declineMarket share proportional to investment of marketing effort

Innovation – strong competitive advantageHigh risk of failureHigh level marketing to establish strong marketing position

Innovation – strong competitive advantageHigh risk of failureHigh level marketing to establish strong marketing position

Variety in productsMarketing improvesMore competitionRate of growth proportional to investment of marketing effortResponse from companies

Variety in productsMarketing improvesMore competitionRate of growth proportional to investment of marketing effortResponse from companies

$100,000$100,000 -- $20,000$20,000 $80,000$80,000 -- $30,000$30,000 $50,000$50,000