Lifebuoy Case Study

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MARKETING MANAGEMENT LIFEBUOY CASE STUDY

Davide Schirinzi #2458

Marketing Management - Lifebuoy Case Study 1. How is the concept of PLC useful? The concept of PLC is not just useful but crucial for the success of every product. By understanding it, the firm can be able to catch every significant signal of transaction from a phase of the products’ life cycle to another one, and therefore be ready to exploit the maximum from every following step as well as being able to anticipate and prepare the brand for its “after life” cycle. HUL and HLL managed perfectly the lifecycle of Lifebuoy being able to become market leaders since the introduction, keep the leadership during the growth and the maturity, and prevent the decline by reinventing Lifebuoy in an unmatched challenge lasted over 100 years. 2. How did Lifebuoy strategies in the early stages enabled the brand to become a leader? The success of Lifebuoy is related to the perfect timing and accurate positioning that HUL did. HUL understood the big opportunity of a nascent market being the first personal wash brand, during the end of the 19th Century, Rural India was bent by severe plague due to the extremely poor hygienic conditions. Lifebuoy was in fact introduced in the market as an effective disinfectant to fill that need promising customers that it kills germs and keeps the body healthy. Moreover, the 70% of the Indian population lives with less than 1$ for day, therefore the decision of selling it in the Economy segment (less than RS .10) was granting that Lifebuoy would have been affordable for the most of the population. The absence of substitutes in “health and hygiene”, the effective advertising that trough a sweating man was representing the hard work and heroic ideals of the period, as well as the unforgettable jingling “Lifebuoy offers protection of health”, together with the easy recognizable red…...

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