In the introduction stage of the product life cycle, marketing efforts are primarily focused on:

defending the franchise with new product features, competitive advertising, promotion, and price cuts.
reinforcing brand positioning.
building customer awareness of the product.
protecting market share of the product from competitors.
building customer awareness of the product

building customer awareness of the product.

Explanation:

Introduction is the first stage in the product life cycle where the company focuses on creating customer awareness of the product. In this stage only a few customers will know about the product. Through better marketing campaign companies try to increase the customer awareness.

Only after creating brand awareness and publicity for the product the company can concentrate on other aspects such as pricing, distribution, additional features etc. The main aim of the companies is to gain the market share.