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8/13/2019 Multi Brand Portfolio
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BRAND ANALYSIS
MODERN
TRADITIONAL
EVERYDAY
S
P.OCASSION
COKE V PEPSI
COLGATE V PEPSODENT V CLOSE UPNIKE V REEBOK V ADDIDAS
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Product Life Cycle
Sa
les
Time
IN
T
R
O
D
U
C
T
I
O
GR
O
W
T
H
MATURITY
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Relative Market Share Compared to Largest Competitor
10x 5x 2x 1x .5x .2x .1x
MarketGrowthRate
0%
6%
16%
STARSQUESTION MARK /
PROBLEM CHILD
CASH COW DOGS
B C G Model
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Relative Market Share Compared to Largest Competitor
10x 5x 2x 1x .5x .2x .1x
MarketGrowthRate
0%
6%
16%
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
CASH COW
High Market ShareSlow Growing Market
Generates Cash
Milk them!
DOGS
Mature MarketLow Market Share
Slow Market Growth
Does not generate cash for business
Divest off!
B C G Model
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Product Lifecycle
Alcoholic
Beverage
Alcoholic
Beverage
Alcoholic
Beverage
Whiskey - IMFL Can Beer American
Whiskey -Jack
Daniel
Brandy Draught Beer
Rum Alco Pops
Gin Campari
Vodka Tequila
White Rum CannedCocktail
Smirnoff Ice
Wines Scotch Whiskey
Beer Liquier
Diet Beer Flavored Vodka
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Product Lifecycle
Personal Care
Talc Styling Gel Perfume -
Children
Deo Mouth Wash Shaving Brush
Perfume Hand Wash
All PurposeCrme
RoomFreshener
Night Crme Tooth Paste -
Dental Crme
Fairness Crme Tooth Paste -
GelCold Crme Shaving Crme
Hair Oil Shaving Foam
Hair Creme Shaving Gel
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Product Lifecycle
Stages Introduction Growth Maturity Decline
Category Size Small Moderate Large Moderate
Category
Growth
Low High Low Negative
Category
Attractiveness
Low High High / Low Low
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Brand Portfolio
Beverage Automobile Samsung Coca Cola PepsiWater Gas Guzzler TV Coca Cola Pepsi
Wine Electric
Vehicles
Mobile Diet Coke Diet Pepsi
Soft Drink Hybrid Mobile Music Fanta Miranda
Diet Standard
Mileage
Lap Tops Sprite 7UP
Juices Motor Cycle Desk Tops Coke Zero Gatorade
Coffee /Tea Scooter Video Camera Cherry Coke Starbuck
CoffeeFresh Lime Bicycle Still Camera Vanilla Coke Tropicana
Moped Kenly Mineral
Water
Aquafina
Georgia
Coffee
7UP Nimbuz
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1 Brand ------ Service The ----- Market!
Better Market coverage
Unilever
Soap Market
BeautyLux
Moisturizing - Dove
Hygiene ( Fights Germ)LifebuoyWinter SoapPears
FreshnessLiril
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Protecting Future Cash Flow
Protecting Future Cash Flows & ensuring
Business does not dry up when Customer
preference shifts
ColaDietFruit JuicesHealth Drinks
Mild Beer & Strong Beer
Scooter & Motor Cycle
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Protecting Purity of the Brand!
DisneyBuena Vista & Touchstone
LeviDockers & not Levi Tailored
McDonald
Sit Down Restaurant & Hotels ?
Levi into Formals
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Block Competition
Crowd the Segment BPW, Diplomat
Taj Group of Hotels
Mumbai Gateway
Bandra
President
Delhi
Taj Man Singh Taj Palace
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Supply The Range & Block
Competition!
Supply the entire Range so that Channel
Partners do not have to look at Competitors
PepsiCola, Diet, Tropicana, , Sports Drink,
7UP, Aquafina, Miranda, 7UP Nimbuz
Coca ColaCola, Diet, Zero, Twist, Sprint,
Fanta, Georgia Coffee
UB GroupWhiskey, Brandy, Rum, White
Spirit, Wine, Alco Pops, Liqueurs
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Offer Option & Variety!
Avoid Customer Fatigue & Offer option & variety toCustomerSingle Product Category & Across ProductCategory
Royal Challenge
Signature Single Malt
Antiquity
Pepsi
Fun For You Better For You
Good For You
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ProvideOpt
ions!
8/13/2019 Multi Brand Portfolio
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Provide Options!
http://www.signaturegolfing.com/8/13/2019 Multi Brand Portfolio
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Economies of Scale in Advertising
Umbrella AdvertisingPhilip, GE, IBM, LG,
Samsung
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Multi Brand Portfolio
Meet Specific Demand of specific Segment
better
Protect the Image of each Brand
SkodaVolkswagenAudi
MiniBMWRolls Royce
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Multi Brand Portfolio
Each Brand can be focused on a competitor
Hyundai on Maruti 800
Pepsodent on Colgate
Thumbs Up on Pepsi
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International Brand
Luxury
MassLocal Global
ancmeMaybelline
LOreal
Garnier
Express French
Women
American Beauty
French Beauty
Local Beauty
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A Global Strategy.
Company Cola Lemon -
Cloudy
Lemon - Clear Orange
Coca Cola Coca Cola - Sprite Fanta
Parle
Products
Thumbs
Up
Limca Citra Gold Spot
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A Global Strategy.
Company Cola Lemon -
Cloudy
Lemon - Clear Orange
Coca Cola
CocaCola
-
Sprite Fanta
Thumbs
Up
Limca Citra Gold
Spot
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A Global Strategy.
Company Cola Lemon -
Cloudy
Lemon -
Clear
Orange
Coca Cola Coca
Cola
- Sprite Fanta
ThumbsUp* Limca Citra* GoldSpot*
*Discontinue
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A Global Strategy.
Company Cola Lemon -
Cloudy
Lemon - Clear Orange
Coca
Cola CocaCola
-
Sprite Fanta
Thumb
s Up*
Limca
*Fighter Brand
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Better Market Coverage !
Better Market coverage
Alcoholic Beverage
Whiskey Scotch Bottled in Scotland, Bottled in India, Super Premium,
Single Malt, Premium, Regular.
Brandy Premium, Regular Rum
White Spirit
Gin
Vodka
White Rum
Wine
Alco pop
Beer
Liqueurs
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Caution - Multi Brand Portfolio
Limited Funds / Fund Constraint of Brand
Owners to invest in Brands
Customers want unique / perceptible
differences -
US Car Industry Change the wrinkling of Tin
Plate
Alcoholic Industry Same content different
Brands name
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Caution - Multi Brand Portfolio
Pressure on Retail Shelf
Retailers Own Label Private Label
Unrealistic Brand Stretch-
Parachute Hair Oil to Parachute
Night CreamSaffola to Healthy food
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Brand Portfolio Analysis
MODERN
TRADITIONAL
EVERYDAY
SP.OCASSION
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Product Life Cycle
Sa
les
Time
I
N
T
R
O
D
UC
T
I
O
GR
O
W
T
H
MATURITY
B C G M d l
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Relative Market Share Compared to Largest Competitor
10x 5x 2x 1x .5x .2x .1x
MarketGrowthRate
0%
6%
16%
STARSQUESTION MARK /PROBLEM CHILD
CASH COW DOGS
B C G Model
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Black Riband
Golden Rum
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Brand Portfolio Analysis
MODERN
TRADITIONAL
EVERYDAY
SP.OCASSION
Blue Riband Gin
Red Riband Vodka
Kalyani Black Label Beer
Rosa 8 years Pure Rum
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Gold Riband Prestige Whiskey
Black Riband Golden Rum
Blue Riband Duet
Blue Riband Tango
Brand Portfolio Analysis
MODERN
TRADITIONAL
EVERYDAY
SP.OCASSION
Blue Riband Gin
Red Riband Vodka
Kalyani Black Label Beer
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J K Helene Curtis - Brand Portfolio
Stage 1 Shaving Crme Park Avenue & Premium
Shaving Foam Park Avenue
Shaving Brush- Premium
After Shave Lotion PA & P Deo Park Avenue
Styling Gel PA
Talc P
Room Freshener P
Soap PA & P (Mono Carton Rs 16 100gsm)
Shampoo P
Perfume Can PA
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Shampoo
Brand Portfolio Analysis
MODERN
TRADITIONAL
EVERYDAY
SP.OCASSION
After Shave Lotion
Perfume - Can
Deo
Styling Gel
Shave Foam
Room FreshenerSoap
Shaving Crme
Talc
Shaving Brush
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Shampoo
Brand Portfolio Analysis
MODERN
TRADITIONAL
EVERYDAY
SP.OCASSION
After Shave Lotion
Perfume - Can
Deo
Styling Gel
Shave Foam
Room FreshenerSoap
Shaving Crme
Talc
Shaving Brush
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McDowell #1 Whiskey
Bagpiper Whiskey
Diplomat Whiskey
McDowell # 1 Brandy
Royal Treasure Dark Rum
Aristocrat Whiskey
Brand Portfolio Analysis
MODERN
TRADITIONAL
EVERYDAY
SP.OCASSION
Romanov Vodka
Blue Riband Gin
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Single Malt
Signature
Antiquity
Royal Challenge
McDowell #1 Whiskey
Bagpiper Whiskey
Director Special Whiskey
Diplomat WhiskeyCelebration Rum
McDowell # 1 Brandy
Aristocrat Whiskey
Brand Portfolio Analysis
MODERN
TRADITIONAL
EVERYDAY
SP.OCASSION
White Mischief Vodka
Romanov Vodka
Blue Riband Gin
Royal Treasure
White Rum
Wine
Scotch Whiskey
Category Scotch Super Premium Prestige Regular
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Category Scotch Super
Premium
Premium Prestige Regular
Whiskey White &
Mackey
Single Malt Signature McDowell
#1
Bagpiper
Antiquity RoyalChallenge
DirectorSpecial
Diplomat
Brandy McDowell#1
Rum Celebration
Gin Blue Riband
Duet
Vodka Romanov
White
Mischief
White Rum Royal
Treasure
Alco Pops Romonov
Wines
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Brand Portfolio
Whiskey Scotch WhiskeyW&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