All politics of throwing of a product takes as a target to come to this stage, which Home characteristics are:

• The sales keep on growing, but to minor rhythm.
• The manufacture skills are much perfected.
• The manufacture costs are minor.
• Big number of competitors.
• They lower the sale prices; it can go over to the prices struggle.
• Big commercial effort to differentiate the product.

In short, the profitability is not so raised as in the previous phase, but treasury surpluses take place (since there is no need for big investments), what allows the share-out of good dividends, or to invest in other products that are in the first life phases.

8.1. Questions and strategies in this stage

A) Product

• Have we realized all the possible enlargement in the scale?
• What modifications must we realize to remain more time in this stage?
• Do we leave the production and leave the product image it covers with stars?
• Will it fit the product on other markets?
• Have we obtained valid conclusions in the comparative study with our competition?

B) Price and conditions

• Have we come to the optimization of the costs?
• Up to where can we change the price?
• Do we do participant to the channel of the descent of the costs?
• Do we realize a leadership politics, basing on an aggressive price policy?
• Does it keep on motivating for the throwing of the modified product?

C) Commercial organization

• Do we restructure the plant?
• Do we check the incentives politics?
• Is it the moment to create an incentives plan in species? (trips, cars, different teams, etc.).

D) Distribution channel

• Are obtained all the benefits fixed for the channel?
• Does he accept the channel modifications in the product?

E) Communication campaign

• Do we realize a maintenance campaign or masificamos the messages?
• Do we base the communication strategy for the sake of the image of the company?
• Do the investments in communication diminish?
• Do we intensify the promotion campaigns?