Product life cycles are typically divided into four stages: introduction, growth, maturity, and decline. And a firms positioning and differentiation strategy must change as its product, market, and competitors change over the PLC. Indeed at some point, the as its product, the rate of sales growth will slow, and the product will enter a stage of relative maturity. Most products are in this stage of the life cycle, which normally lasts longer than the preceding ones.

Identify and describe marketing strategies a firm can deploy to change the course for a brand in maturity stage and decline stage, respectively.