We learned that heritage means nothing when a more focused niche option arrives. We are learning that more shelf space is not the answer either, as stations take advantage of further deregulation and double up in their markets only to learn they have more to sell and not necessarily more demand. But on our steep learning curve we have discovered that there are strategies and tactics to revitalize maturity. In radio, we are learning we must be fundamentally different than our competitors. Death for mature brands is not a fait accompli.
Line extension is still valid.
There are two critical factors. First that the originating line is still truly strong, that it still has validity. Second that the extension not simply be better or improved, but be fundamentally and discreetly different from the originating line. Witness market share erosion of Cinch spray cleaner and the roll out of Mr. Clean glass and surface cleaner. The traditional marketing management techniques for mature products are dead.