ve differences. There are more versions of the product available and its distribution has been broadened. Representative of this stage is Red Bull. It was introduced to the Slovak market approximately 3 years ago. Due to a good media campaign the product has a stable position in the market with non-alcoholic stimulating beverages. The success of this product can be determined by several factors. One of them is the fact that young people recently have more opportunities to have fun in the evenings and therefore they need stimulation to keep them active for the whole night. Target market for this product, however, are not only young people, but also drivers, going on long trips, or managers, who need to concentrate on their work. Price is little higher than the “standard” one; compared to the other soft drinks, but the quality of Red Bull remains the same, and the brand name influences customers to buy this product.The third stage of PLC is the maturity stage. If a product reaches this stage it means that product is successful and the main objective is to keep brand loyalty. Therefore, promotion is reminder orientated – telling customers that the product is still here. Product is now being distributed through as many outlets as possible. Since there are many competitors, price is set to defend profit and market share. Example of a product in this stage is Coca - Cola. There is no need to introduce this product since it’s a daily used one. Over the years of its existence it gained a lot of regular buyers and Coke is being sold practically anywhere, from supermarket to newspaper stands. Because almost everyone buys soft drinks, there is no need to specially target a group of buyers. Therefore if there is commercial on Coca Cola it is really just to “always Coca - Cola” and even if the competition is high this product will remain on its position for a long time to come. Since Coca Cola is used eve...
