2. In a US marketing campaign in the late 1990s Zippo was repositioned as an essential tool for avid outdoorsmen. Individual tin and sleeve packaging was developed that reflected the ‘tool’ position of the lighter. For continuity, similar packaging and graphics were developed for the cans of Zippo lighter fluid, and the lighters and fluid were delivered to retailers in handy self­shipping counter top displays. To support the national rollout, the advertising company (Swanson russell)

developed a communications programme that included direct mail to major outdoor product distributors, as well as advertising at both the trade and consumer levels (pictured here).

However, the outdoor market was entirely new to the Zippo sales force, who were accustomed to calling on tobacconists and convenience stores.

How would you use the product life cycle (PlC)

concept for this case study?