ENERVON-C: EXTENDING PRODUCT LIFE CYCLE

This case can be used for intermediate and advance marketing class. It would be discussing issues the company needs to solve, specifically multivitamine industry company. Generally, every company would want to develop its product and be extended in multivitamine market, thus the company initiates strategies, which is planned and has concern on the product.

Similar initiation also been conducted by PT.Darya-Varia Laboratoria,Tbk with its main product, Enervon-C. This company face issues or dilemma in preserving the existence of Enervon-C in Indonesia multivitamine market. The strategy that might be initiated is commencing Extending Life Cycle Strategies on Enervon-C.

The big challenge is how to extend Enervon-C in current situation without any negative consequence for the brand, product quality perception, and customer loyalty. Company would not only make something new but, how to make the new fresh thing is suitable and fit with market target condition, and marketing environment. Some initiative had been conducted such as new packaging, new product variant, new brand ambasador, and new advertising concept. The interesting point in this case is participant would be invited to evaluate those activities and develop strategic recommendation.