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Lifebuoy

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1. The Product Life Cycle (PLC) concept is extremely useful. Even though it is simplistic and the changes between cycles are difficult to predict, the model forces the managers to plan and think ahead. When launching a new product, the marketers can foresee which steps the (successful) product will undertake in its journey – development, growth, maturity, and decline. As such, they can devise strategies that suit each stage of the product in order to improve its chances of success and also to plan strategies to tackle the next phase. Not only that, but looking to the future allows the firms to better understand the present: they thoroughly analyze their current resources to prepare for the future, enabling the company to study itself away from the urgent and temporary actions/routines of the present. 2. Lifebuoy came to the market positioning itself as a germ-killer disinfectant. As India was facing a severe plague at the time, the company’s soap was met with great success by the consumers. Lifebuoy particularly targeted blue collared rural workers and hard-workers that needed a strong soap to remove dirt after a long day of physical work and therefore to maintain their health. Its jingle together with a distinctive scent and label boosted sales, as a significant amount of Lifebuoy’s target consumers could not effectively read. It faced no competitor in its market (health & hygiene) and, via advertising in radio, cinema clips and posters, Lifebuoy gained enormous market share in the rural market.

3. Lifebuoy experienced a strong growth period around the 60s decade, with great increases in turnover (top 5 company sales-wise in India). Its recognition as a ‘health soap’ was so large that, in the mind of Indian consumers, Lifebuoy was the equivalent of soap – the brand was often mistaken with the product itself (the ‘growth’ period). However, and during the 70s,…...

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