The goal is simply to milk as much growth as possible out of the brand, although that can be extremely challenging. They’re typically generating wads of cash, though their profitability is only increasing at a slow rate. You would typically want to feed that star brand with as much working capital as you can to maximize growth and optimize profitability.Ĭash Cows – If a brand has high market share, but low growth, they’re a cash cow. Stars – If a brand is currently growing very quickly and has a high market share, they’re what we would call a star. This yields 4 cells to which we can categorize brands: stars, cash cows, ?, and dogs. The BCG matrix is an excellent tool to guide brand strategy, plotting a brand’s rate of growth vs. We’ll take you through how we create these strategies which differ wildly, depending on if a brand has a high or a low market share within the category. ![]() ![]() We’re using it as a heuristic tool to guide online marketing strategies for new clients. ![]() SmartClick has turned the venerable BCG matrix on its ear. This has traditionally provided valuable insights that can guide overall brand strategy. A New Twist on the BCG Matrix to Evaluate and Grow Brands OnlineĪ Simple Heuristic for Online Marketing Strategy with Deep ImplicationsĪs you probably remember from your Marketing 101 textbook, the BCG Matrix plots a brand’s growth vs.
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