Case study: Portfolio Analysis of Square Toiletries Limited

Square Toiletries Limited has assigned a task for you. You need to analyze the current
business portfolio of some of their brands by applying the Boston Consulting Group
Approach (BCG matrix). Provide concrete explanations in your analysis. After
analyzing their given brand portfolios, each of you need to come up with
recommendations as to which brands should receive more, less, or no support.

The Marketing Research Manager at Square Toiletries Limited has provided the
following secondary information which each of you should take into consideration
during the portfolio analysis.

Data related to Market Share by volume in Bangladesh

1. Meril Splash = 6%, Lux 60%, Sandalina = 7%, Keya = 6%, Tibet = 4%
2. Chaka = 9%, Wheel = 40%, Rin = 15%, Surf Excel = 15%, Keya = 6%, Tibet = 9%
3. Freshgel = 2%, Pepsodent = 50%, Close Up = 20%, Others = 10%
4. Senora = 60%, Savlon Freedom = 20%, Whisper = 15%

Data related to Market growth rate % in respective categories

Beauty Soap = high, Washing Powder = low, Toothpaste = low, Sanitary Napkin =
high.

Revenue generated by Meril Splash = 480 million Taka per year

Revenue generated by Chaka = 1,500 million Taka per year.
Revenue generated by Freshgel = 5 million taka per year
Revenue generated by Senora = 450 million Taka per year