BRAND LIFE CYCLE

(BLC)
BY SUBHANKAR Shibu lijack

GOSWAMI
 

"A product is something made in a factory; a brand is

something that is bought by the customer. A product
can be copied by a competitor; a brand is unique. A
product can be quickly outdated; a successful brand is
timeless." - Stephen King, WPP Group, London.

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WHAT IS BRAND LIFE CYCLE?

§ A model developed in the mid 1990s by Idris

Mootee.
§ It was designed to help companies understand:
Ø How a particular brand should be positioned
Ø And its relation to the companies overall
strategy.
§ This model enables companies to look at their
corporate strategies, portfolio of brands and
products in a meaningful way.

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STAGES OF BRAND LIFE
CYCLE

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§ Birth of the brand:
Ø The Brand is introduced into the market
Ø Publicity campaigns are launched to promote its functions, features,
quality and usage and attract customers to try out or buy the
products.


§ Growth of the brand:

Ø The brand begins to build up its following among consumers during
this stage.
Ø The cumulative effect of marketing begins to show and the market
share expands.
Ø The company must further step up its advertising efforts, and the
advertising must highlight the characteristics and value of the
brand.

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§ Maturity of the brand:
Ø Brands have a considerable market share and have reached their
sales peak, with growth beginning to slow down.
Ø Brand influence at this stage is at its height and the kinds of
marketing strategies to be adopted are many.


§ Decline of the brand:

Ø Brand awareness is high but sales are on the decline.
Ø Other characteristics include falling prices, weakening
competitiveness and emergence of new products.

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THE BRAND LIFE CYCLE
MODEL

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§ Product Brand – Most brands start as a product brand.
§ Category Brand - defined as having leading market share within a category.
§ Personality Brand - which establishes a strong brand personality that
consumers identify with.
§ Experience Brand - which goes beyond traditional service and product
excellence with a strong sense of uniqueness.
§ Ingredient Brand - which is actually a co-brand since it co-exists together
with others who might be responsible for physically manufacturing
products or delivering of the service.
§ Corporate Brand - After being extremely successful these brands become
cash generating trademarks.
§ Global Brand - expanding geographically to become a global dominant
leader.


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 A CASE STUDY TO
EXPLAIN BRAND LIFE
CYCLE

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LIFEBUOY IN INDIA


www.themegallery.com
LIFEBUOY IN INDIA
§ The case study helps in understanding the difference between a
product and a brand.
§ It also enables to study the behavior of a product during various
stages of its life cycle.
§ The current competitive marketing environment during the new
millennium is forcing managers to understand the needs of
modern consumers and reevaluate the changing opportunities
and threats in an evolving global marketing place.
§ The concept of Product Life Cycle (PLC) since its inception in the
early 1950s, gained significant recognition as a tool for effective
marketing strategy in understanding the behavior of product on
sales, profits, 4P’s of marketing and consumer approval.
§

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§ Since inception in late 19th century, Lifebuoy, was a
nimble and good citizen brand of India, reaching
millions of rural customers with a promise of ‘health
and hygiene’ as a platform of its business.
§ Its famous advertising jingle, tandurusti ki raksha karta
hai Lifebuoy… was so famous that it enabled the
brand ‘Lifebuoy’ to be perceived as a ‘red carbolic
soap’ for several decades.
§ The brand passed through prolonged stages of growth
and maturity during most of the second half of 20th
century and was faced with a decline stage during
early 21st century with sales falling at the rate of
15%–20% per year.
§
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§ The downward trend of Lifebuoy carbolic soap
sales made Hindustan Lever Ltd., to withdraw
the product category during 2002 and
rejuvenate the brand with prudent marketing
strategies by optimally utilising the brand
image.
§ This case study analyses how Lifebuoy
managed to extend the brand life cycle.

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LIFEBUOY PRODUCTS :

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“If you can, be first. If you can't be first, create a


new category in which you can be first." - Al

Ries & Jack Trout

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 THANK YOU!!!

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