At what stage of the product life cycle should a business emphasize its product's points of difference?

In the growth stage of the product life cycle, businesses should emphasize their product's points of difference to capitalize on the increasing market demand and to stand out from competitors. During this phase, customers are becoming aware of the product, and it is critical to communicate what sets it apart from similar offerings. This can involve highlighting unique features, benefits, or innovative aspects that address consumer needs in a way that other products do not.

By focusing on the points of difference during the growth stage, a business can establish a strong brand presence, gain market share, and foster customer loyalty as the product continues to be adopted by more consumers. Effective marketing efforts at this stage can lead to higher sales volumes and can help solidify the product's position in the market before it reaches maturity.

In contrast, during the maturity stage, the focus may shift towards maintaining market share in a saturated market rather than emphasizing points of difference. In the declining stage, businesses often pivot towards minimizing costs rather than promoting unique characteristics, and during the introductory stage, while education about the product is important, the focus is primarily on creating awareness rather than differentiation, as it competes for attention in a new market.