STAR

QUESTION MARK

LUX
LIFEBUOY
CLINIC PLUS
SUNSILK

KWALITY WALLS
PEPSODENT
CLOSEUP

CASH COW
VASELINE

PRODUCT
LUX
LIFEBUOY
CLINIC PLUS
SUNSILK
KWALITY
WALLS
PEPSODENT
CLOSE UP
KISSAN
KETCHUP
VASELINE

DOG
KISSAN KETCHUP

High

low
Relative Market Share

COMPANY
BRAND

COMPETITO
R BRAND

MARKET
RELATIVE
SHARE OF
MARKET
COMPETITO SHARE (%)
R BRAND (%)

MARKET
GROWTH
RATE (%)

SANTOOR
SANTOOR
PANTENE

MARKET
SHARE OF
COMPANY
BRAND
(%)
17.17
15.15
20

LUX
LIFEBUOY
CLINIC
PLUS
SUNSILK
KWALITY
WALLS
PEPSODEN
T
CLOSE UP
KISSAN
KETCHUP
VASELINE
STAR:

10.10
10.10
10

1.7
1.5
2

10-12
10-12
15

PANTENE
AMUL

15
18

10
38

1.5
0.473

15
15

COLGATE

15.2

56.7

0.268

COLGATE
MAGGI
KETCHUP
NIVEA

6.3
26

56.7
47

0.111
0.55

9
5

19

18

1.05

4.5

(If RMS >1 and market growth rate is high)---LUX, LIFEBUOY, CLINIC PLUS, SUNSILK
QUESTION MARK:
(If RMS <1 and market growth rate is high)---KWALITY WALLS, PEPSODENT, CLOSE UP
DOG:

(If RMS <1 and market growth rate is low)---KISSAN KETCHUP

CASH COW:
(If RMS >1 and market growth rate is high)--- VASELINE