BRAND ANALYSIS

MODERN

SP.OCASSION

EVERYDAY TRADITIONAL
COKE V PEPSI COLGATE V PEPSODENT V CLOSE UP NIKE V REEBOK V ADDIDAS

Product Life Cycle

I N T R O D U C T I O G R O W T H

MATURITY

Sales

Time

B C G Model
16% QUESTION MARK / PROBLEM CHILD

Market Growth Rate

STARS

6%

CASH COW
0%

DOGS

10x

5x

2x

1x

.5x

.2x

.1x

Relative Market Share Compared to Largest Competitor

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%

Market Growth Rate

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

Relative Market Share Compared to Largest Competitor

Product Lifecycle
Alcoholic Beverage Whiskey - IMFL Alcoholic Beverage Can Beer Alcoholic Beverage American Whiskey -Jack Daniel

Brandy Rum Gin Vodka White Rum

Draught Beer Alco Pops Campari Tequila Canned Cocktail Smirnoff Ice Scotch Whiskey Liquier Flavored Vodka

Wines Beer Diet Beer

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

Tooth Paste Gel

Shaving Crme Shaving Foam Shaving Gel

Product Lifecycle

Stages Category Size

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

1 Brand ------ Service The ----- Market!

Better Market coverage

Unilever Soap Market Beauty Lux Moisturizing - Dove Hygiene ( Fights Germ) Lifebuoy Winter Soap Pears Freshness Liril

Protecting Future Cash Flow

Protecting Future Cash Flows & ensuring Business does not dry up when Customer preference shifts Cola Diet Fruit Juices Health Drinks Mild Beer & Strong Beer Scooter & Motor Cycle

Protecting Purity of the Brand!

Disney Buena Vista & Touchstone Levi Dockers & not Levi Tailored McDonald Sit Down Restaurant & Hotels ? Levi into Formals

Block Competition
Crowd the Segment
BPW, Diplomat

Taj Group of Hotels Mumbai

Gateway Bandra President

Delhi
Taj Man Singh Taj Palace

Supply The Range & Block Competition!

Supply the entire Range so that Channel Partners do not have to look at Competitors Pepsi Cola, Diet, Tropicana, , Sports Drink, 7UP, Aquafina, Miranda, 7UP Nimbuz Coca Cola Cola, Diet, Zero, Twist, Sprint, Fanta, Georgia Coffee UB Group Whiskey, Brandy, Rum, White Spirit, Wine, Alco Pops, Liqueurs

Offer Option & Variety!

Avoid Customer Fatigue & Offer option & variety to Customer Single Product Category & Across Product Category Royal Challenge Signature Single Malt Antiquity Pepsi Fun For You Better For You Good For You

Provide Options!

Provide Options!

Economies of Scale in Advertising

Umbrella Advertising Philip, GE, IBM, LG, Samsung

Multi Brand Portfolio

Meet Specific Demand of specific Segment better Protect the Image of each Brand Skoda Volkswagen Audi Mini BMW Rolls Royce

Multi Brand Portfolio

Each Brand can be focused on a competitor Hyundai on Maruti 800 Pepsodent on Colgate Thumbs Up on Pepsi

International Brand

Luxury
LOreal

Lancme Express French

Women

Maybelline

American Beauty

Mass

Garnier

French Beauty Local Beauty

Local

Global

A Global Strategy.
Company Cola Lemon Cloudy Lemon - Clear Orange

Coca Cola Coca Cola Parle Thumbs Limca Products Up

Sprite Citra

Fanta Gold Spot

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

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

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

Caution - Multi Brand Portfolio

Pressure on Retail Shelf Retailers Own Label Private Label Unrealistic Brand StretchParachute Hair Oil to Parachute Night Cream Saffola to Healthy food

Brand Portfolio Analysis

MODERN

SP.OCASSION

EVERYDAY TRADITIONAL

Product Life Cycle

I N T R O D U C T I O G R O W T H

MATURITY

Sales

Time

B C G Model
16% QUESTION MARK / PROBLEM CHILD

Market Growth Rate

STARS

6%

CASH COW
0%

DOGS

10x

5x

2x

1x

.5x

.2x

.1x

Relative Market Share Compared to Largest Competitor

Black Riband Golden Rum

Brand Portfolio Analysis

MODERN

Blue Riband Gin Red Riband Vodka Kalyani Black Label Beer

SP.OCASSION

EVERYDAY

Rosa 8 years Pure Rum

TRADITIONAL

Brand Portfolio Analysis

MODERN

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

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

Brand Portfolio Analysis

MODERN
After Shave Lotion Perfume - Can Deo Styling Gel Shave Foam Room Freshener

Shampoo

SP.OCASSION

EVERYDAY

Soap Shaving Crme Talc Shaving Brush

TRADITIONAL

Brand Portfolio Analysis

MODERN
After Shave Lotion Perfume - Can Deo Styling Gel Shave Foam Room Freshener

Shampoo

SP.OCASSION

EVERYDAY

Soap Shaving Crme Talc Shaving Brush

TRADITIONAL

Brand Portfolio Analysis

MODERN
McDowell #1 Whiskey Bagpiper Whiskey Diplomat Whiskey McDowell # 1 Brandy Royal Treasure Dark Rum

Romanov Vodka Blue Riband Gin

SP.OCASSION

EVERYDAY

Aristocrat Whiskey

TRADITIONAL

Brand Portfolio Analysis

MODERN
Single Malt Signature Antiquity Royal Challenge McDowell #1 Whiskey Bagpiper Whiskey Director Special Whiskey Diplomat Whiskey Celebration Rum McDowell # 1 Brandy

Royal Treasure White Rum White Mischief Vodka Wine Romanov Vodka Blue Riband Gin

Scotch Whiskey

SP.OCASSION

EVERYDAY

Aristocrat Whiskey

TRADITIONAL

Category Whiskey

Scotch White & Mackey

Super Premium Single Malt Antiquity

Premium Signature Royal Challenge

Prestige McDowell #1

Regular Bagpiper Director Special

Diplomat
Brandy Rum Gin McDowell#1 Celebration Blue Riband Duet

Vodka

Romanov
White Mischief

White Rum Alco Pops Wines

Royal Treasure Romonov

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