Miguel Pinto – 1830
11/03/2014
Student Name Miguel Pinto (1830) Course/Year Marketing Planning / Spring 2014 / 1st
Term Subject Lifebuoy In India: PLC Strategies
Question:
•How is the concept of PLC useful?
•How Lifebuoy strategies did in the early stages of its PLC enabled the brand to
become a leader?
•Analyze the stages of Lifebuoy’s PLC during the 20th century. Which factors
contribute to move the brand from one stage to another?
•How do you think brand rejuvenation is helpful? Analyze how it helped Lifebuoy
extend its life cycle.
How is the concept of PLC useful?
The concept of PLC helps product managers understand the several phases of product life
and most important, identify them and act accordingly with those phases. The PLC refers
that generally, the products follow a similar life cycle curve, beginning by grow, stability
and then the decline. This phases can be identify usually by the sales level/growth and
market share, never forgetting the market growth.
The concept of PLC divide the life cycle in 4 main stages: (1) introduction, (2) growth, (3)
maturity and (4) decline. Through PLC, product managers have some insights about which
strategy and actions should adopt, regarding with that specific phase.
Besides that, PLC also assume some competitor behavior depending on each phase helping
product managers and brand managers becoming more pro-active. This predictions can
also be very useful to product manager in order to predict future actions and/or tendencies
providing the right tools to plan better the resource platform. Its strategies have a huge
impact in several aspects of marketing, like positioning, pricing, distribution and other
