Marketing 13th Edition by Gary Armstrong, Philip Kotler

Exercise 10

Many women love the fashionable looks and heightening effects of high-heeled shoes. But every woman knows the problems associated with wearing them. For example, they are very uncomfortable for anything more than light walking for short distances. For other activities, you'd better be packing a second pair of shoes.
That's where Day2Night Convertible Heels comes in. Created by a woman who had an epiphany after a hard night of dancing, Day2Night's shoes instantly convert to any one of four heel sizes, from low-heeled pumps to spiked-heeled stilettos. An interchangeable heel makes these high heels a high-tech proposition. Beyond launching a line of shoes, Day2Night is looking to license the technology to other shoe manufacturers.
After viewing the video featuring Day2Night Convertible Heels, answer the following questions:
What stage of the product life cycle best applies to Day2Night's shoe line? As the company attempts to launch the shoes, how should it market them?