Activity 4.5.1 – Chocolate Wars Lead To Meltdown
1. Define the term ‘product life cycle’.
The term “product life cycle” can be defined as the pattern of sales of a product from
its launch date to the time it is withdrawn from the market.
2. A) Draw a product life cycle diagram.
B) Plot the position of the Sun brand of chocolates on the product life cycle
diagram.
C) Explain the reason for putting the Sun brand of chocolates in the stage of the
product life cycle you have chosen.
I have placed the Sun brand of chocolates in the maturity or saturation stage as
there is no significant improvements/changes/decline in its sales.
3. Evaluate three extension strategies that Jupiter Confectionery could adopt for the
Sun brand of chocolates.
Extension strategies refer to the marketing plans that can help revive or maintain the
maturity stage of a product so as not to create a new product. In this context, Sun
brands is the only firm’s attempt at boxes of chocolate that has its sales at its
maturity stage as there is not much improvement. Because of this, the firm is trying
to evaluate the possible extension strategies that can be adopted to help increase its
sales.
One of the ways in which Sun brand of chocolates could adopt is to do rebranding.
As their product has been in the market for quite a while, rebranding the chocolate
may be a better option. This is because by rebranding, the product can, in a way, be
introduced as a relatively new product and can open up new market segments. This,
in turn, can help increase sales as its new image and rebranding can reattract the
interest of the consumers. However, it should be noted that rebranding can be time
consuming and quite expensive to start with.
Another extension strategy Sun brands could adopt is to sell their products in new
markets, such as exporting their products. This may be beneficial for Sun brands as it
allows more exposure, which could then increase the amount of potential
consumers. The only problem with this strategy is the fact that exporting may be
1. Define the term ‘product life cycle’.
The term “product life cycle” can be defined as the pattern of sales of a product from
its launch date to the time it is withdrawn from the market.
2. A) Draw a product life cycle diagram.
B) Plot the position of the Sun brand of chocolates on the product life cycle
diagram.
C) Explain the reason for putting the Sun brand of chocolates in the stage of the
product life cycle you have chosen.
I have placed the Sun brand of chocolates in the maturity or saturation stage as
there is no significant improvements/changes/decline in its sales.
3. Evaluate three extension strategies that Jupiter Confectionery could adopt for the
Sun brand of chocolates.
Extension strategies refer to the marketing plans that can help revive or maintain the
maturity stage of a product so as not to create a new product. In this context, Sun
brands is the only firm’s attempt at boxes of chocolate that has its sales at its
maturity stage as there is not much improvement. Because of this, the firm is trying
to evaluate the possible extension strategies that can be adopted to help increase its
sales.
One of the ways in which Sun brand of chocolates could adopt is to do rebranding.
As their product has been in the market for quite a while, rebranding the chocolate
may be a better option. This is because by rebranding, the product can, in a way, be
introduced as a relatively new product and can open up new market segments. This,
in turn, can help increase sales as its new image and rebranding can reattract the
interest of the consumers. However, it should be noted that rebranding can be time
consuming and quite expensive to start with.
Another extension strategy Sun brands could adopt is to sell their products in new
markets, such as exporting their products. This may be beneficial for Sun brands as it
allows more exposure, which could then increase the amount of potential
consumers. The only problem with this strategy is the fact that exporting may be
