Mkt 571 Week 3 Individual: Promotion And The Product Life Cycle

MKT 571 Week 3 Individual: Promotion and the Product Life CycleChristina ForresterPhoenixMKT/571 September 24, 2017JOHNSON’S Baby Oil product strategyGrowth stageIn the development stage, JOHNSON’S baby oil created a ‘baby-care’ niche by bridging the gap between market needs and the mass-produced liquid petroleum oil. At the growth stage, JOHNSON’S baby oil saw increasing sales as demand started to accelerate. New competitors noticed the success and began entering the market with similar products while others brought functional and design improvements.In this stage, the strategy is to get consumers to prefer Johnson’s brandover the competition. The marketing strategy is product differentiation. Above the line advertising will differentiate Johnson’s brand with the right connotations such as ‘trusted product from a trusted producer’ and ‘mothers know it is safe their babies’ among others. The objective of this strategy is to seduce mothers and grandparents who are the target audience to prefer Johnson’s brand and ignore competitors. Integrated marketing communication strategy using traditional media, internet media communications and direct communication willfocus on building product conviction and purchase (Kapferer, 2008). Media strategy will involve direct communications through print and electronic media through social