Professional Documents
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MODERN
SP.OCASSION
EVERYDAY TRADITIONAL
COKE V PEPSI COLGATE V PEPSODENT V CLOSE UP NIKE V REEBOK V ADDIDAS
MATURITY
Sales
Time
B C G Model
16% QUESTION MARK / PROBLEM CHILD
STARS
6%
CASH COW
0%
DOGS
10x
5x
2x
1x
.5x
.2x
.1x
B C G Model
STARS High Market Share High Market Growth rate Becomes Cash Cow Requires Cash To Become Cash Cow QUESTION MARK / PROBLEM CHILD Growing Rapidly Consumes Cash Does not generate Cash 16% 6%
0%
CASH COW High Market Share Slow Growing Market Generates Cash Milk them! 10x 5x 2x
DOGS Mature Market Low Market Share Slow Market Growth Does not generate cash for business Divest off! 1x .5x .2x .1x
Product Lifecycle
Alcoholic Beverage Whiskey - IMFL Alcoholic Beverage Can Beer Alcoholic Beverage American Whiskey -Jack Daniel
Draught Beer Alco Pops Campari Tequila Canned Cocktail Smirnoff Ice Scotch Whiskey Liquier Flavored Vodka
Product Lifecycle
Personal Care Talc Deo Perfume All Purpose Crme Night Crme Styling Gel Mouth Wash Hand Wash Room Freshener Tooth Paste Dental Crme Perfume Children Shaving Brush
Fairness Crme
Cold Crme Hair Oil Hair Creme
Product Lifecycle
Introduction Small
Growth Moderate
Maturity Large
Decline Moderate
Category Growth
Category Attractiveness
Low
Low
High
High
Low
High / Low
Negative
Low
Brand Portfolio
Beverage Water Automobile Gas Guzzler Samsung TV Coca Cola Coca Cola Pepsi Pepsi
Wine
Soft Drink Diet Juices Coffee /Tea
Electric Vehicles
Hybrid Standard Mileage Motor Cycle Scooter
Mobile
Mobile Music Lap Tops Desk Tops Video Camera
Diet Coke
Fanta Sprite Coke Zero Cherry Coke
Diet Pepsi
Miranda 7UP Gatorade Starbuck Coffee
Fresh Lime
Bicycle
Moped
Still Camera
Vanilla Coke
Kenly Mineral Water Georgia Coffee
Tropicana
Aquafina 7UP Nimbuz
Unilever Soap Market Beauty Lux Moisturizing - Dove Hygiene ( Fights Germ) Lifebuoy Winter Soap Pears Freshness Liril
Block Competition
Crowd the Segment
BPW, Diplomat
Delhi
Taj Man Singh Taj Palace
Provide Options!
Provide Options!
International Brand
Luxury
LOreal
Maybelline
American Beauty
Mass
Garnier
Local
Global
A Global Strategy.
Company Cola Lemon Cloudy Lemon - Clear Orange
Sprite Citra
A Global Strategy.
Company Cola Lemon Cloudy Lemon - Clear Orange
Coca Cola
Coca Cola
Thumbs Up
Sprite Fanta
Gold Spot
Limca Citra
A Global Strategy.
Company Coca Cola Cola Lemon Cloudy Lemon Clear Orange
Coca Cola
Thumbs Up*
Sprite
Fanta
Gold Spot*
Limca Citra*
*Discontinue
A Global Strategy.
Company Cola Lemon Cloudy Lemon - Clear Orange
Coca Cola
Coca Cola
Thumb s Up*
Sprite Fanta
Limca
*Fighter Brand
SP.OCASSION
EVERYDAY TRADITIONAL
MATURITY
Sales
Time
B C G Model
16% QUESTION MARK / PROBLEM CHILD
STARS
6%
CASH COW
0%
DOGS
10x
5x
2x
1x
.5x
.2x
.1x
Blue Riband Gin Red Riband Vodka Kalyani Black Label Beer
SP.OCASSION
EVERYDAY
TRADITIONAL
Gold Riband Prestige Whiskey Black Riband Golden Rum Blue Riband Duet Blue Riband Tango
Blue Riband Gin Red Riband Vodka Kalyani Black Label Beer
SP.OCASSION
EVERYDAY
TRADITIONAL
Shampoo
SP.OCASSION
EVERYDAY
TRADITIONAL
Shampoo
SP.OCASSION
EVERYDAY
TRADITIONAL
SP.OCASSION
EVERYDAY
Aristocrat Whiskey
TRADITIONAL
Royal Treasure White Rum White Mischief Vodka Wine Romanov Vodka Blue Riband Gin
Scotch Whiskey
SP.OCASSION
EVERYDAY
Aristocrat Whiskey
TRADITIONAL
Category Whiskey
Prestige McDowell #1
Diplomat
Brandy Rum Gin McDowell#1 Celebration Blue Riband Duet
Vodka
Romanov
White Mischief
Brand Portfolio
Whiskey
Scotch Whiskey W&M Single Malt Signature Antiquity Royal Challenge McDowell # 1 Bagpiper Gold Bagpiper Diplomat Director Special
Brandy
McDowell # 1 Honey Bee
Rum
Royal Treasure Celebration
Gin
Blue Riband
Vodka
Romonov White Mischief