Starbucks is launching a new cold coffee product. It will first be introduced in a limited launch, with slow initial growth as some customers discover it. As more people try it and word of mouth spreads, growth will accelerate during the maturity phase as it becomes a mainstream offering. Eventually, sales will decline as customers switch to newer products or no longer see unique value in the cold coffee. The product will go through typical life cycle phases of introduction, growth, maturity, and decline.