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1949-50
1951-52
1952-53
1953-54
1958-59
1959-60
1960-61
1961-62
A Multifaceted Strategy
All these inputs not only lifted the image of Scissors but also reversed the
declining volume trend. Scissors finally overtook the main competition &
became the largest selling brand & an improved market share such as:
1961-62
1962-63
1967-68
1968-69
1970-71
6.5%
7.5%
9.5%
12%
12.8%
In short, Scissors was most stunningly brought back to a grow path. The volume
had trebled from the 1948-49 level & the market share @ 12.8% matched the
1950-51 position, which denoted a peak stage in the life cycle of Scissors.
THE LESSON
The revival of Scissors undertaken by ITC is one of the best examples of
successful management of the PLC of a brand. The decline here was so
steep & devastating that the brand would have easily glided into
extinction. ITC correctly identified the problems associated with each of
the stages of the brands PLC. And it solved the problems through
appropriate changes in its marketing strategies.
Scissors was brought back to its earlier trend of ascendancy & was
repositioned as the patriarch of the entire family of ITC brands. As a
result, scissors, the 95-year-old brand, continues its march, preparing to
celebrate its centenary. During this period ITC put out in the market a
multitude of brands. Practically, all of them thrived on the shoulders of
SCISSORS.
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