multi brand portfolio

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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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!


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Provide Options!
http://www.signaturegolfing.com/


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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.


Cloudy


Coca Cola

CocaCola

-

Sprite Fanta

Thumbs

Up

Limca Citra Gold

Spot


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A Global Strategy.


Cloudy

Lemon -

Clear

Orange

Coca Cola Coca

Cola

- Sprite Fanta

ThumbsUp* Limca Citra* GoldSpot*

*Discontinue


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A Global Strategy.


Cloudy


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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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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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


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


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


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


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


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

multi brand portfolio

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