There are no specific strategic models for FMCG brands to manage lifecycle because any generalisation would be fictitious nonsense.
The secret for ALL marketers is market segmentation.
Until decision makers recognise that there is no singular ‘market’, but a unique combination of segments that make up an individual market, we are unimpowered.
“Markets’ are as unique as people, segments as unique as human characteristics. Noses vary, size, hair, eyes, teeth, skin… just as segments are different. Individual products must be made to fit the attractive/targeted segments.
Just as nose drops may be useless as skin moisturisers, some products or brands may not appeal to some segments.
Brands can and do survive anticipated life cycles as a result of disciplined marketing strategies based upon trend analysis and rational strategic response to changes in segments.
Brands fail when companies choose to deliver what is easiest for them rather than what is demanded by the market. You can’t maintain a brand without market satisfaction. You can’t go wrong if you achieve market satisfaction.
But we can delve deeper into brands than that… For example, several years ago “Marlborough” was the 7th most valued brand in the world. Tobacco giants could have brought out new products to extend the life of the brand… not cigarettes, but other “Marlborough man” themed products… capitalising upon this brand equity and developing it according the changes in the market at a core product level – where the core product for growing segments was not ‘tobacco smoke for inhalation’, but (as a result of long term brand positioning) became ‘virile and manly country & western masculine image’. [For more on “Core Product see: http://www.launchengineering.com/ModelsLawsRules.htm, for more on “Market Segmentation see: http://www.launchengineering.com/Market_Segmentation.htm%5D
In summary, the commercial reality is that lifecycle is almost completely a function of competency of management rather than some ‘cosmic inevitability’. If management can identify and respond the change, a brand can live forever.
Ultimately, it is the 5th “P” of Marketing, PEOPLE, (in this case executive acumen) that make the difference between brand immortality and brand decay.