Assignment – BCG Matrix Analysis of Britannia

Harshad Koyande M2022090 Operations

 STARS
 Star Products of Britannia - Milk Treat, 50-50, Tiger, Little Hearts, Bourbon.
 The strategy for stars may be growth strategy. The firm may undertake various activities
such as:
 R & D to introduce better
 Effective after-sale-service to enhance customer loyalty
 Appropriate promotion-mix (publicity, advertising, sales promotion)

 CASH COWS
 Cash Cow Products of Britannia - Marie Gold, Good Day, Treat.
 The company may adopt stability strategy, various activities may be undertaken such as:
 Retentive advertising to maintain customer loyalty.
 Guarantees and warranties depending upon the nature of product
 Introduction of new models or designs including, smaller packages to generate more sales.

 QUESTION MARK
 Question Mark Products of Britannia - Time Pass, Pure Magic Cookies.
 The firm may adopt growth strategy for question marks. Various activities may be
undertaken to transform question marks into stars:
 Penetration pricing strategy.
 Effective sales promotion and other elements of promotion mix.
 Dealer’s incentives.
 Enhancing customer relationship.

 DOGS
 Dog Product of Britannia - Nutri Choice.
 The company may adopt retrenchment strategy. The company may adopt divestment strategy
relating to the business unit or product line, or close down the unviable business.