Studiu de caz

Segment Brand Companie Vânzări (1)

Popular (50%) Pampers Procter and Gambl ###
MAC Estee Lauder 650,000
Dero Unilever ###
Tide Procter and Gambl 510,000

Total ###
Premium local (43%) Ariel Procter and Gambl ###
Dove Unilever 995,000
Ace Procter and Gambl 650,000
Omo Unilever 320,000
Origins Estee Lauder 580,000
Puffs Procter and Gambl 970,000
Kilian Estee Lauder 630,000
Always Procter and Gambl ###
Head & shoulProcter and Gambl 460,000

Total ###
Premium internațional ( Pantene Procter and Gambl 630,000
Coccolino Unilever 400,000
Gillette Procter and Gambl 550,000
Clinique Estee Lauder 100,000

Total ###
Superpremium (3%) Ivory Procter and Gambl 82,000
Lux Unilever 65,000
Snowberry Procter and Gambl 42,000
Braun Procter and Gambl 35,000
Sunsilk Unilever 23,000
Herbal EssenProcter and Gambl 17,000
Tom Ford BeEstee Lauder 10,000
Magnum Unilever 68,000

Total 342,000
Vânzări (0) P1
870,000
450,000
### Cifra afaceri P&G 1,510,000
500,000 48
Cifra afaceri Unilever 1,000,000
### 32
### Total 1.5
900,000
650,000 Cifra afaceri Unilever 1,000,000
230,000 32
475,000 Cifra afaceri P&G 1,510,000
900,000 48
580,000 Total 0.7
### Cifra de afaceri Estee Lauder 650,000
420,000 21
Cifra afaceri P&G 1,510,000
### 48
570,000 Total 0.4
380,000
540,000
80,000
Companii Piata 1
### P&G 1.5
80,000 Unilever 0.7
64,200 Estee Lauder 0.4
40,000
32,000
21,000 6%
Rata de crestere
16,500 106.3973064
9,750
63,000
Ritm de crestere 0.02
326,450 P&G 1,510,000
Unilever 1,000,000
Estee Lauder 650,000
50

45

40

35

30

25

20

15

10

5
P2 P3 P4

Cifra afaceri P&G 4,580,000 Cifra afaceri P&G 1,180,000 Cifra afaceri P&G
64 70
Cifra afaceri Unilever 1,315,000 Cifra afaceri Unilever 400,000 Cifra afaceri Unilever
19 24
3 3

Cifra afaceri Unilever 1,315,000 Cifra afaceri Unilever 400,000 Cifra afaceri Unilever
19 0.2
Cifra afaceri P&G 4,580,000 Cifra afaceri P&G 1,180,000 Cifra afaceri P&G
64 70
0.3 0.0
Cifra de afaceri Estee Lau 1,210,000 Cifra de afaceri Estee La 100,000 Cifra de afaceri Estee L
17 6
Cifra afaceri P&G 4,580,000 Cifra afaceri P&G 1,180,000 Cifra afaceri P&G
64 70
0.3 0.1

Piata 2 Piata 3 Piata 4

3.0 3.0 1.0
0.3 0.0 1.0
0.3 0.1 0.1

8% 7% 4%
108.0608365019 107.00636943 104.7633634554

0.04 0.09 0.05 Total CA

4,580,000 1,180,000 176,000 7,446,000
1,315,000 400,000 156,000 2,871,000
1,210,000 100,000 10,000 1,970,000
 Matricea BCG
5000000

4500000

4000000

3500000

3000000

2500000

2000000

1500000

1000000

500000

0
0.5 1 1.5 2 2.5 3 3.5 4 4.5
Col u mn I Col umn K
176,000
51
156,000
46
1

156,000
46
176,000
51
1
10,000
3
176,000
51
0.1