|Case Code||:||MKTG173||For delivery in electronic format: Rs. 300;|
For delivery through courier (within India): Rs. 300 + Rs. 25 for Shipping & Handling Charges
ThemesMarketing/ New Product Development
|Case Length||:||23 Pages|
|Teaching Note||:||Not Available|
This case is about the innovative marketing strategy adopted by GlaxoSmithKline Plc. (GSK) for Requip, its drug for Parkinson's disease (PD). The case discusses how GSK created a new market for Requip by targetting the drug at a previously lesser known disorder, the 'restless legs syndrome' (RLS). GSK, the world's second largest pharmaceutical company, made good use of public relations and its marketing muscle to make promote awareness among doctors and patients about 'restless legs syndrome'. After gaining approval for marketing the drug as a treatment for RLS, the brand experienced strong growth. In the process, the company created a 'blue ocean' that it was expected to own for a long time.
However, GSK's effort at marketing Requip for RLS had drawn criticism from various quarters. Critics felt that RLS was a "concocted" disorder, and that GSK had resorted to disease mongering to promote the sales of the drug. They also contended that GSK's marketing of RLS had many conflicts of interests as it was allegedly using patient advocacy groups and key opinion leaders to further its marketing agenda.
» Understand the issues and challenges faced by companies in managing the product lifecycle of a drug
» Understand how GSK created a new market for its drug Requip
» Understand the ethical issues related to marketing of Requip
GlaxoSmithKline, Requip, Adartrel, Restless legs syndrome, Product lifecycle management, Disease mongering, Key opinion leaders, Direct-to-consumer advertising (DTC advertising), Torre Lazur McCann, Sales force, Blockbuster drug, Pharma marketing, Un-branded ad campaigns, Public relations, Publicity
Restless Marketing?- Next Page>>
Home » Case Studies » Marketing » Marketing Management
Marketing Management Case Study
Lifebuoy in India: Product Life Cycle Strategies
Publication Month and Year : July 2009
Authors: C. V. Chiranjeevi
Case Code: MM0026
Teaching Note: Available
Structured Assignment: Available
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 behaviour of product on sales, profits, 4P’s of marketing and consumer approval.
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. 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.
- To understand the concept of product in product life cycle and brand life cycle
- To analyse various stages of Lifebuoy’s life cycle during 20th century
- To understand how the strategies of brand rejuvenation helped in extending the life cycle of Lifebuoy.
Lifebuoy; Product Life Cycle; Brand Life Cycle; Product; Brand; Marketing Strategies; Hindustan Lever; Indian Soap Industry; Carbolic Soap; Lifebuoy Swasthya Chetna; Brand Rejuvenation; Brand Management; Extending the product life cycle; Stages in PLC; Repositioning, Marketing Management; Marketing Mix; Market Segmentation; Product Life Cycle; New Product Development; Consumer Behavior; Marketing Case Studies; MBA; Marketing Course for MBA Marketing Course Case Map; Course Case Map; Case Map
- The Beginning of Lifebuoy’s Life Cycle
- Lifebuoy's Life Cycle Changes in India
- A New Life Line in Lifebuoy’s Life Cycle