Applying the BCG Matrix to Portfolio Analysis in Brand Marketing

The provided content discusses the use of the Boston Consulting Group (BCG) matrix in analyzing a company's portfolio, brand marketing, strategic management, and product management. The BCG matrix categorizes companies into four types: Cash Cows, Dogs, Question Marks, and Stars. Cash Cows have a high market share in a slow-growing industry, allowing them to earn cash; Dogs have a low market share in a slow-growing industry, requiring minimal investment; Question Marks have a low market share in a rapidly growing industry, offering opportunities for growth; and Stars have a high market share in a rapidly growing industry, providing significant returns. The content also touches on the importance of digital marketing and the adoption of new marketing techniques, such as the S.A.V.E framework, which focuses on Solution, Access, Value, and Education.

Principles and practice of
marketing

Table of Contents
INTRODUCTION...........................................................................................................................3
1Apply and Analyse the '' SAVE” techniques for organisation that are uses within its
marketing strategies....................................................................................................................3
2 Identification the “5s” of internet marketing and analysing the effectiveness of each element
s in the marketing strategies for a company................................................................................6
3 Evaluate the used of 2 marketing models in a company..........................................................8
CONCLUSION..............................................................................................................................10
REFERENCES..............................................................................................................................11

INTRODUCTION
Marketing is an essence for the company as there are various marketing strategies
through which the company can able to reach with the current and potential customers. In
modern era, there is an advancement in the technology under which there is an established of
new techniques in the marketing strategies. It is the S.A.V.E techniques which replaced the old
marketing strategy are the marketing mix. There are various advantage is that it minimizing cost,
increase sales and enhance customers brand value. The research project is context to the Primark
as they apply S.A.V.E techniques and set objectives as per the 5'S of internet marketing.
Furthermore, it adopt the marketing model are the Ansff matrix under which there is a market
penetration, product development, market development and diversification. Beside this, they also
adopt the marketing model under which they adopt Boston model in which they analyse market
position by categorised its product market position in terms of cash cows, Dogs, Question marks
and Stars.
1Apply and Analyse the '' SAVE” techniques for organisation that are uses within its marketing
strategies
In the modern era, there is a growth of the web which made the classic marketing
principles more effective. Thus, in the modern times the buyers are more interested in learning
about the companies, the marketing strategy of 4p's is that helps the company to conduced
business 2 business. Firstly, we have to understand the main problem with the way of doing
things in old ways and then after that we have to understand the framework which covering all
the same fundamentals. Thus, it needed to aligned with the landscape that are changing of
business 2 business marketing. As per the study have been done by involving a customers and
500 managers in various countries that was published in the Harvard business Review, the
marketing strategy of 4'P undercutting the B2B marketers in various significant ways are as
describe as follows-
 The marketing and sales team are mainly focus on efforts putting to enhance the product
quality and technology. For this reason these factors are more significant.
 The old marketing mix 4'p strategy are emphasizes on describing the values of the
outcomes that are sold in the potential target market (Schmidt, 2016 ). For example,
there is no need to spending a more time on gives awareness and education to that
potential customers why the products are more necessary.

It has been analysed under the research study is that if the 4 Ps of marketing mix not work so
long in the modern time periods that what strategies entrepreneurs and firm's marketers adopts.
For this, there is a new techniques of the purpose of marketing is that they should go the new
marketing techniques are the S.A.V.E Framework. It is mainly focused on the Solution, Access,
Value and Education for the goods or services.
Elements of S.A.V.E Techniques Solution- Most of the organisation run their business activities service and solution-
oriented activities rather than product-oriented activities. It is due to as that most of
customers are not focusing on the product as they want a solution to solve the problems at
the time of using product or services. Thus, it is mainly focused on the solution rather
than products Access- Most of the organisation are run their business activities and functions in which
their ownership is on to the “Access”. In the modern times most of the firms run and
operating their business all over the worlds through the usages of high speed internet
access (Ebralidze, 2014). For that reason, they are mainly focus on the Access rather than
place. Value- Mots of the organisation and firms run their business operations by concerned
creating value. Thus, in the earlier time period the customers are mainly focused on the
product's prices but in the modern time they are now focused on the value.
 Education- In the modern times most of entrepreneurs and business operating through
delivering the information to the current and potential customers. It is only those
information which create a sense of interest into the customers and also create trust
among the before they going to purchase for anywhere.
Primark Company adopts the S.A.V.E Techniques Primark focus on Solution rather than product- The Primark focused on the solution as
they believe that the customer are not care about the features of product and its
feasibility. For concerning this, they provide provide various alternatives solution so, that
customer not find any problem at the time of using products. The cited Company are
mainly focus on the customers needs as they believe that products is developed only
based upon the features. They does not focus on the customer needs for this reason to
fulfil requirement they have to provide a solution instead of product development.

 Primark focus of Access rather than place- There is an advancement in the technology
there is the place is irrelevant for the company to deliver products to the customers.
Earlier, Primark Company distribute their products by opening a number of stores near
the schools , colleges and markets(Walks, 2014 ). Thus, from this there is only few
people are reach towards the product so, it becomes a old techniques in the competitive
market. In the modern times, Primark adopts the new latest technology are the social
media media websites. It facilitate them to placing the products or service on online
platform. It able them to reach with the wider customers that leads to reduce cost and
increase sales in most effective manner. They can promote their products on the latest
websites such as Twitter, Instagram and Facebook etc. Primark focus on values rather than price- The Primark Company is focusing on the
creating value rather than price. In modern times most of the customers are ready to pay
high expensive product if there is a strong brand and value. Therefore, if is not so then
customers can easily switch over to the same kind of product if the quality of product is
high as compared to other company's product. Customer buying those product only if
there is an increasing in the value of product. For this reason, to gain a competitive
advantages the Primark focused on enhance the product's value rather than focus on the
competitor's price.
 Primark focus on Education rather than promotion- The old methods of promoting a
products or services is an old in which most of company focus on content marketing. In
the modern times, Primark believe that gaining a knowledge, delivering a useful
information helps them to enhancing the stronger brand image rather than advertising on
print media, banner and newspaper etc. For this reason the marketer of Primark Company
are conduct their business in modern way under which they deliver useful information
about products to the current and potential customers. Thus, it will build a brand image
and trust that leads to creates to enhance a sense of familiar about product before
customer purchase an actual product.
Effectiveness of S.A.V.E Techniques
 Save cost- The main benefits from the S.A.V.E techniques for the Primark Company is
that they are able to reach with the customers without spending a large amount of money
on advertising. Thus, they placing the information over the internet and usage of in

modern way to deliver benefits about the product by conducting seminars rather the
usage of content marketing. Thus, provide information on the advertising such as
newspaper, magazines, print media and banner needs to spends a huge a amount on
money (Jourabchi, Arabian, Leman and Ismail, 2014). For this reason, S.A.V.E.
Techniques helps the company to deliver information on the social websites that does not
required a high amount of money that leads to minimization of cost.
 Increase sales- S.A.V.E Techniques is used by the Primark Company in which they can
able to promote the products to deliver the information over the internet. It able them to
reach with the customer in most effective way so, they product or services can be seen by
them over internet. It influences the customers to buy a product over the internet if they
busy with their work. They can effectively reach with goods or services on the online
platform without go to shopping mall, shops and street market etc. it directly increase the
sales of their products that leads to attain objectives in a desired manner.
 Enhance brand value- Primark company focus on the S.A.V.E techniques under which
it influences them to create a value for a product rather than price. For this, it able the
firm to effectively increase their brand image and value in the minds of its potential as
well as current customers in the target market.
RECOMMENDATIONS
It has been recommend that the Primark Company can improves the S.A.V.E techniques
through focus on the value of product, placing the information over the internet so, the customers
can easily access. Apart from this, they should conduct training and educational programmes
so,they can deliver information about the product in most effective manner.
2 Identification the “5s” of internet marketing and analysing the effectiveness of each element s
in the marketing strategies for a company
In the modern era, there digital marketing is often used by most of the company for the
purpose of attaining marketing and organisation objectives in most effective manner. For this,
there is an advancement of new techniques is internet marketing of 5s through company can able
to deliver the product or services to is customers in a desired manner. Most of the firm's
marketers adopting the business strategy model are the “7Ps” and “SWOT” in the marketing
mix. The Primark Company adopts the latest framework are the 5s internet marketing which is a
most useful tool that make sure that the company becomes successful in the longer time periods

by adopting digital marketing strategy (Ordabayeva and Yessimzhanova, 2016). There are
various important advantages of 5S which are described as follows-
Sell- The main benefits from this is that it gives a fantastic way to enhancing financial
success for a longer time period. Thus, with the helps of e-marketing they Primark Company can
able to earn a higher amount of profits over the online platform. It does not limits only with the
e-commerce websites but they can sell able to purchase and make end conversions. For instance,
the company main conversion goal is that make contact with the members over online platform.
The well equipped strategies helps them to leads a successfully attain the conversion goals.
Speak- In this phase it helps the Primark Company to build a strong relationship with the
customers over the internet as it provide a 24/7 access route. The firms adopts the digital
channels that is the perfect tools for communicating that leads to build trust and customer
engagement. They can select both social channels and owned websites that leads them to
strongly engaging with the users. It can easily replying to a customers over the Facebook ,
Twitter without spending a huge amount of money.
Serve- The online platform able the company's web(pages is the most effective
destination under most of customer access over internet. The main purpose as well as benefits is
that they can able to get the query, want any kind of further information and want to raise any
kind of issues over the company's webpage. For instance, Primark are now growing popular as
they have a twiter accounts that are dedicated towards the customer services. It ensure that the
customer queries can effectively as well as quickly replied. It helps the company to adding a
value by making online presence by giving the extra route to the customers of a customer service
by adding brand value.
Save- The another elements is a Save is that it effectively reduce the expenses by
adopting the latest technology. It is the less attractive as compared to sizzle. For instance,
Primark Company can able to reduce overhead through involving the techniques such as linkage
with CRM, allow the service users to update their profits etc. it resultant into that it minimizing
the off-site administration cost. There are several ways through which company can able to
reduce overall costs. For instance, they use the online version rather than newspaper they can
adopt the e-mail marketing rather than direct mail.
Sizzle- The Primark Company can make their digital presence by adding value under
which they introducing the new application benefit. It provides a platform through which the

service users can able to track the products that leads to provide uses a high-quality of experience
that leads to attain firms objectives.
Primark attain objectives through adopting the “5s” of internet marketing
 The primary goals of a company is to increase sales that can be possible through reach
with the potential customers through enhancing interaction and engagement with the
customers. For instance, the Primark objectives is that to increase sales by 20% in next 6
month that can be achieve through “SELL” element in e-marketing.
 The second areas of e-marketing is a SERVE. The main aim of Primark Company can
attain through enhance or adding value by adopting customer service. Accordance, firm
can able to set the target through which they can extending hours that can effectively
meets the needs of clients.
 The Third phase of e-marketing that cover the SPEAK goals of a Company under which
the Primark Company can closer with the customers through (WOM) Word of Mouth.
For instance the organisation can attain its objectives by start regular contacting with the
potential customers by communication campaign. They can able to speak and resolve the
complaints of customers on monthly basis.
 The next forth goal can be attain through SAVE in which can able to reduce cost by
looking at a new opportunities to improvement. For instance, the Primark objectives is
that to reduce cost under which they can make improvements in its website through
adding Frequently asked question section. It can save time of the staff of addressing the
issues.
 The final area that covers is the most important under which company set their goals are
the SIZZLE. For instance, the Primark Company can able to add WOW factor under
which they develop a mobile app are implemented in the current market.
3 Evaluate the used of 2 marketing models in a company
Primark Company should adopting the Ansoff model and Boston matirx that are as
describe below- Ansoff Matrix- It is a strategic tool that assist the marketers, senior managers and
executives to capture a large market share. These are four growth strategies that are
adopted by the Primark Company are as follow:

MARKET PENETRTATION- It is that type of strategy in which the company can grow
through using existing products or services in the potential existing market. It helps them in
enhancing the market share in the market segmentation. It can able to attain objectives through
offer goods or service by finding out the new potential customers (Vignali, 2014). It can be
possible through aggressive promotion and distribution of products or services.
MARKET DEVELOPMENT- It is that type of strategy under which the company can
expand their business by entering into a new market. It can be attain through various customer
segments, developing a new area and enter into a foreign markets. The strategies can firm able to
used in market development strategy is more successful it that they can increasing a economies
of scales and they can leverage a new market through unique product technology.
PRODUCT DEVELOPMENT- It is that type of strategy in which the company can able
to develop a new products or services by target into a existing market (Kainth and Kainth,
2015). It majorly includes add branding in the existing product, spend money on the research and
development etc.
DIVERSIFICATION- It is that type of strategy under which a company can able to
capture the market share through introducing the new product or service in the new target
market. It is one of the most risky strategy under there is a requirement of both product as well as
market development. Boston Matrix- The Primark company adopts the Boston Matrix strategy in that they
help them to effectively utilization of resources. It can be used by the company as an
analytical tool in portfolio analysis, brand marketing, strategic management and product
management.
Cash Cows- The company have a higher market share in the footwear as there is slow in
a industry. It helps them to earn amount of cash that are necessary to maintain their business. It
can regard as boring as it is said that the company have to spend as less amount money.
Dogs- The company's home ware products are to be regarded as a Dogs under which
there is slow market share in their industry (Evans, 2015). It can be useful to maintain a the
company's market share. It can be possible through providing a social benefits through deliver
jobs.
Question marks- The company's beauty products are under the question market as the
business is operating as a low market share into the high-market growth.

Stars-Women's wear of Primark Company come under the stars in which they have a
high-market share in the fastest growing industry (Rangkuti, 2014).
CONCLUSION
Summarizing the whole report it has been concluded that In the modern era, there digital
marketing is often used by most of the company for the purpose of attaining marketing and
organisation objectives in most effective manner. For this, there is an advancement of new
techniques is internet marketing of 5s through company can able to deliver the product or
services to is customers in a desired manner. Furthermore, It has been analysed under the
research study is that if the 4 Ps of marketing mix not work so long in the modern time periods
that what strategies entrepreneurs and firm's marketers adopts. For this, there is a new techniques
of the purpose of marketing is that they should go the new marketing techniques are the S.A.V.E
Framework. It is mainly focused on the Solution, Access, Value and Education for the goods or
services.

REFERENCES
Books and journals
Ebralidze, N.D., 2014. Marketing research and strategy in agriculture of Georgia. Annals of
agrarian science.
Evans, N., 2015. Strategic management for tourism, hospitality and events. Routledge.
Jourabchi, S.M., Arabian, T., Leman, Z. and Ismail, M.Y.B., 2014. Contribution of lean and Six
Sigma to effective cost of quality management. International Journal of Productivity and
Quality Management, 14(2), pp.149-165
Kainth, J. and Kainth, G., 2015. KKCL: exploring growth opportunities. Emerald Emerging
Markets Case Studies, 5(4), pp.1-23.
Ordabayeva, M. and Yessimzhanova, S., 2016. Development of Healthcare and Wellness
Tourism Marketing. International Review of Management and Marketing, 6(5S).
Rangkuti, F., 2014. Teknik Membedah Kasus Bisnis Analisis SWOT: Cara Perhitungan Bobot,
Rating dan OCAI.
Schmidt, S.J., 2016. Marketing the law firm: business development techniques. Law Journal
Press.
Vignali, G., 2014. The mix map modelling approach: research application–a thought for the
service industry. International Journal of Business and Globalisation 10, 12(1), pp.75-
81.
Walks, P., 2014. Rule Book for Email Marketing: Techniques of email marketing and earning
profit.