Bcg Matrix of Procter

BCG MATRIX OF

PROCTER & GAMBLE

BY ANKITA AGARWAL PG20101038

Procter & Gamble is a Fortune 500 American multinational corporation headquartered in Cincinnati, Ohio. It operates in the fast moving consumer goods (FMCG) industry. It has launched its two subsidiaries in India  – P&G Home Products and P&G Hygiene and Healthcare. P&G Home Products Ltd. offers following product range: PRODUCT LINES

FABRIC CARE    

Ariel Front O Mat Ariel 2 Fragrances Tide Detergent Tide Bar

HAIR CARE  

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Pantene Pro V Head & Shoulders Rejoice

BABY CARE 

Pampers

P&G Hygiene and Healthcare Ltd. offers following product range: PRODUCT LINES

FEMININE CARE Whisper 

HEALTH CARE Vicks VapoRub Vicks Inhaler Vicks Formula 44 Vicks Cough Drops Vicks Action 500+     

In 2005, it acquired Gillette Co. From this acquisition it added following products in its portfolio. 

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Male Grooming/ Shaving Products: Gillette Mach 3, Gillette Sensor Excel, Gillette Vector Plus and “Gillette” branded shaving gels , hair conditioners and deodorants. Alkaline Batteries: Duracell Oral Care: Oral B

Market Growth Rate of the Industries:  

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Fabric Care: 10% p.a in volume terms Hair Care: only shampoo industry is considered, it is growing @ 20% p.a. which is highest within FMCG sector. Baby Care: 16% p.a. in value terms Feminine Care: 18-20% Health Care: 13%

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Male Grooming/Cosmetics: 20% Alkaline Batteries: though the overall Indian battery industry growth rate is higher but the alkaline battery market constitutes only 5% of the total market. Thus the alkaline batteries industry growth rate is less than 1% Oral Care: of the total oral care industry, toothbrush covers 17% only. The oral care industry is expected to grow at 10%. The toothbrush industry will grow around 1.7%.

Relative Market Share of the Products: 

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Fabric Care: here HUL (Surf, Rin, and Wheel) has the highest market share of 40% while P&G (Ariel, Tide) has market share of 12%. The relative market share is 0.3. Hair Care: In this industry, HUL (Sunsilk, Dove and Clinic) is the market leader with 44% market share followed by P&G (Pantene, Head & Shoulders, Rejoice) with 25%. The relative market share is 0.56. Baby Care: Here Huggies has the highest market share of 60% followed by Pampers with 30%. The relative market share is 0.5. Feminine Care: here Whisper is the leading brand with 45% market share followed by Stayfree with 40%. Hence relative market share is 1.125. Health Care: o Vicks Formula 44 is a leading brand with market share of 44%, followed by Strepsils 28%. Hence relative market share is 1.57. o Vicks Action 500+ and Vicks Cough Drops has market share of around 50% followed by D’cold with 24%. The relative market share is 2.08. o Vicks Vaporub (P&G) commands a market share of around 20% followed by Amrutanjan and Iodex (SKB) with about 17% share each. Here the relative market share is 1.17. Male Grooming: o Gillette Razors: Its market share was 40% while that of its nearest competitor, the House of Malhotras, was 14%. Relative market share is 2.85. o Gillette Shaving Gel and Foam: it has market share of 43% followed by Colgate Palmolive of 16%. Relative Market share is 2.68. Alkaline Batteries: Duracell is the market leader with 47% market share followed by Energizer with 32%. Relative Market Share is 1.46. Oral Care: Colgate has high market share of 40.3%. Oral B has 24% market share. Relative market share is 0.59.

BCG MATRIX OF P&G