What promotional mix is typically used for products in the maturity stage?

• A. Reminders of benefits to maintain customer loyalty.
• B. Launching new product features with broad reach.
• C. Heavy introductory advertising for awareness.
• D. Only personal selling with no advertising.

Answer: (A)

In the maturity stage, the promotion focuses on reminding customers of benefits to maintain loyalty. The goal is to defend market share and encourage repeat purchases among people who already know the product, while keeping costs in check as growth slows and competition tightens. Reminders reinforce why customers should choose this product again, helping to keep the brand top of mind without the aggressive outreach needed in earlier stages.

The other options don’t fit as well because launching new features with broad reach targets attracting new buyers or re-igniting growth, which suits earlier stages or major refreshes; heavy introductory advertising is aimed at building awareness for a new product; and relying only on personal selling with no advertising would miss the broad reinforcement and reminder effect that helps sustain sales in a mature market.