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 FABRIC CARE HAIR CARE BABY CARE

LINES
 Ariel Front O Mat  Pantene Pro V  Pampers
 Ariel 2 Fragrances  Head &
 Tide Detergent Shoulders
 Tide Bar  Rejoice

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

PRODUCT LINES FEMININE CARE HEALTH CARE

 Whisper  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.

 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:

 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%
  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:

 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

Oral B