product life cycle - What does Red bull position imply for category competitors? Maturity. • Those products that survive the earlier stages tend to spend longest in this phase. Sales grow at a decreasing rate and then stabilise. Producers attempt to differentiate products and brands are key to this. Price wars and intense competition occur. Promotion becomes more widespread and use a greater variety of media. • • Maturity, with 70-90% share to energy drink market. The impact is they automatically said that energy drink market has a lot of potential and also attract new competitor to join in