Nova Business & Economics School
MARKETING PLANNING
RAQUEL PAIXO, STUDENT NR 1529
Question:
1. How is the concept of PLC useful?
2. How did Lifebuoy strategies in the early stages of its PLC enable the brand to become a
leader?
3. Analyze 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? Analyze how it helped Lifebuoy extend
its life cycle.
Answer:
1. How is the concept of PLC useful?
The concept of PLC can be used as a managerial instrument of competitive power. It is of
extreme importance to attempt to foresee the slope and duration of a PLC in order to
assure that a more rational approach is brought to product planning and merchandising,
hence to create valuable lead time for strategic and tactical moves such as expanding or
stretching out the life of a product, maintaining a clean product line or purposely phasing
out dying and costly old products. Acknowledging the stage in which a product is in is
mandatory to develop an orderly series of competitive moves and maintain a solid position
within a market.
2. How did Lifebuoy strategies in the early stages of its PLC enable the brand to become a
leader?
Lifebuoy positioning in the “health and hygiene” platform as an effective disinfectant,
where there was no substitute product at the time, allowed it to capture huge market share
in rural Indian markets. The product was timely brought to the market when the country
was under a severe grip of plague, and its value proposition prompted an increased demand
