09/04/15 15:03
Lifebuoy case study
Question:
1) How is the concept of PLC useful?
2) How did Lifebuoy strategies in the early stage of its PLC enable the brand to became a
leader?
3) Analyse the stages of Lifebuoy’s PLC during the 20th century. Which factors contribute
to move the brand from one stage to another?
4) How do you think brand rejuvenation is helpful? Analyse how it helped Lifebuoy
extend its life cycle.
1) How is the concept of PLC useful?
The product life cycle it’s a useful marketing tool, to develop the strategy and predict the
stages of a product from the first though until when is removed from the market. Exist four
main stages to define the PLC, these stages are based on sales, growth and until the final
day of the product:
Introduction of the product and then when its launch in the market; Growth its when the
sales increase;
Maturity it’s when the product reach a stable sales, but normally means the sales are
growth it is slow;
Decline is the final stage of the product life cycle, when the sales are dropping. This
method does not predict the duration of each stage.
There are extension strategies that can improve the life cycle before going to decline, this
means to use marketing techniques, such as advertising, price reduction, explore new
markets and also change the design of the product.
2) How did Lifebuoy strategies in the early stage of its PLC enable the brand to became a
leader?
In the end of the 19th century the main strategy of Lifebuoy was the lower prices and the
