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EPGPM 2020
Marketing Management 1
Product

Dr. Jones Mathew

Professor in Marketing,
Great Lakes Institute of Management,
Gurgaon

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Agenda

• Product
• Conceputalisation
• Portfolio
• Assessing Portfolio: The BCG Matrix

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PRODUCT: Conceptualisation
Levels of Product and Services

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PRODUCT: Portfolio
• The business portfolio is the collection of businesses and
products that make up the company
• Portfolio analysis is a major activity in strategic planning
whereby management evaluates the products and
businesses that make up the company

Strategic business units can be –

• Company division
• Product line within a division
• Single product or brand

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PRODUCT: Assessing portfolio

BCG Matrix

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PRODUCT: Assessing portfolio

BCG
Portfolio Matrixfor a Large
Matrix
Computer Manufacturer

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