1. MARKETING MANAGEMENT
PRODUCT PORTFOLIO DECISIONS
GROUP MEMBERS
ANURADHA MAHAJAN
POOJA MISTRY
MOHIT SHARMA
RAJAT AGARWAL
VIBHA PRASAD
VIKRAM SINGH

2. STRATEGIC MARKET PLANNING
• It involves devising the brand strategy, the product
strategy, the sales strategy, sales promotion strategy, the
advertising strategy
• It has to be carefully formulated and implemented to
ensure long term sustainability of the organization

3. THREE ORGANIZATIONAL LEVELS
→CORPORATE LEVEL
→BUSINESS UNIT LEVEL
→PRODUCT LEVEL

4. PLANNING PROCESS – CORPORATE
Types of Planning Process
• Bottom-up planning
• Top-down planning
• Goals down/plans up
Major dimensions in planning
Setting the Corporate Mission
Establishing the Strategic Business Units (SBU’s)
Allocating resources to each SBU
Planning new business activities
Downsizing existing businesses

5. STRATEGIC BUSINESS PLANNING
Business Mission
SWOT Analysis
Strategies
Strategic Alliances
Implementation
Feedback & Control

6. MARKETING PLANNING PROCESS
 Analyzing the Marketing Opportunities
 Developing Marketing Strategies
 Planning Marketing Programs
 Managing the Marketing effort

7. MODELS OF PORTFOLIO ANALYSIS
Boston Consulting Group
(BCG) Model
General Electric Model

8. BCG MATRIX
Placing products in this matrix results in 4 categories in a
portfolio of a company:
 STARS (High growth, High Market Share)
 CASH COWS (Low growth, High Market Share)
 DOGS (Low growth, Low Market Share)
 QUESTION MARKS (High growth, Low Market Share)

10. PITFALLS
• High market share is not the only success factor
• Market growth is not the only indicator for attractiveness
of the market
• Sometimes dogs can earn even more cash as Cash cows

11. GE MULTIFACTOR MODEL
• Developed by McKinsey &Company in 1970’s
• Also known as Spotlight Matrix
• GE is a model to perform business portfolio analysis on the
SBU’s
• GE is rated in terms of ‘Market Attractiveness & Business
Strength
• It is an Enlarged & Sophisticated version of BCG
• It is the management task concerned with the growth and
future of business enterprise
• It provides the route map for the firm and helps to take
decision in the future with a greater Strategic Planning

12. GE MULTIFACTOR MODEL
Market Attractiveness
 Annual market growth rate
 Overall market size
 Historical profit margin
 Current size of market
 Market structure
 Market rivalry
 Demand variability
 Global opportunities

13. GE MULTIFACTOR MODEL
Business Strengths
 Current market share
 Brand image
 Production capacity
 Corporate image
 Profit margins relative to competitors
 R & D performance
 Promotional effectiveness

15. PITFALLS
• Valuation of realization of the various factors
• Aggregation of the indicators is difficult
• Core competencies are not represented
• Interactions between Strategic Business Units are not
considered

16. CASE STUDY ON TITAN INDUSTRIES LTD

17. TITAN INDUSTRIES – AN OVERVIEW
• Joint venture between the Tata Group, and the Tamil
Nadu Industrial Development Corporation (TIDCO)
• Promoted in 1984, set up in 1987
• World's 5th largest Wrist Watch manufacturer
• Brand Names -
Titan, Fastrack, Sonata, Nebula, RAGA, Regalia, Octane &
Xylys
• Presence in around 40 countries