Small, independent Bob’s Candies of Albany Georgia, despite competition
from some major players, had held its position as the
nation’s #1 Candy Cane for over 20 years. As a
seasonal product, the primary growth opportunity for
Bob’s was to increase sales year-round
>>
Since 1918,
the trade had been aware of small, independent Bob's
Candies of Albany Georgia. Unfortunately, the trade
perception was that they were a strictly seasonal brand
category >>
Jim
Dandy was a regional brand of economy-priced dog
food with a strong southern heritage and loyal following
of primarily rural-based hunting
enthusiasts >>
At the end of the maturity stage a product will often experience
declining sales. When this happens a product has entered a
phase we call evolution, as its evolution is what is needed
to revive it. During evolution, a product must be reinvented
in order to compete successfully against newer entries into
the market.
Unlike other phases of the product lifecycle, to be successful
during the evolution phase a product needs more than consumer
awareness. It must present new and exciting offers in order
to keep its loyal customers happy and attract new customers.
This must be accompanied by a targeted marketing campaign
designed to educate the new customer base and stimulate the
existing one.
