Competitive Advertising and the Strategic Role in the Growth Phase of a Product Life Cycle

Abstract

It has been submitted that the credibility of advertisements and indeed, the advertising industry in general, might be tarnished as a result of competitive advertising. Against this backdrop, the present study examined competitive advertising and its role, especially in the growth phase of a product. With specific reference to Juhel Pharmaceutical Company Limited, Enugu, the study investigated the role of competitive
advertising as a promotional tool for improved product performance and differentiation between competing brands at growth stage. The study used a survey research method. The marketing department internal staff of Juhel constituted the population of the study. The simple random sampling technique was used to select 100 staff. Findings showed that competitive advertising has impact on the growth phase of product, it influences demand for a specific product brand, promotion is more developed and active at this phase, and it differentiates product from the competitors’
and increases or prefects sales volume at this phase. Some factors that facilitated the role of competitive advertising at growth phase of product included provision of new information to consumers. Based on the above findings, some key recommendations were made and conclusion drawn.