Extended-form Case Study

How can you extend the product life cycle of a FMCG brand?

Published on December 31, 2017   17 min

A selection of talks on Technology & Operations

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How can you extend the product life cycle of a fast-moving consumer goods brand.
Hello. My name is Nukhet Vardar. If I need to introduce myself briefly, I must say that I have been working in marketing and advertising since 1985. I value myself for being both an academician and a practitioner. I always enjoy sharing my thoughts and views in marketing, branding, advertising. So far, I have 13 books. For a detailed CV, you can visit my company website at the www.elizi.net/cv.
Now, let us start discussing our topic for today. Today, we will be talking about one of Procter and Gamble's brands and how it was launched in Turkey in early 1970s, and how the brand managed to stay as the market leader over the next 40 years. In the case, we will be talking about the first female hygiene product launched in Turkey, which is called Orkid, or Always as it is internationally known. We will be analysing this case while trying to understand product life cycle as a marketing term, or otherwise known as PLC for short, and whether we can actually extend the product life cycle.
But, before we start talking about Orkid's story in Turkey, let us briefly look at P&G and the company origins in the USA. Back in 1837, two brothers-in-law William Procter, who was producing candles, and James Gamble, producing soaps, got together to form Procter and Gamble.
They probably did not dream that their company would exceed 80 billion U.S. dollars in sales by 2015. Then, what was the critical elements that made P&G different? Probably, the two most important factors in the company's success were its reliance on consumer preferences and buying habits, while always supplying innovative goods and services for answering the consumer demand.

How can you extend the product life cycle of a FMCG brand?

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