BCG MATRIX

High


Relative
Market
Growth

Low



High Market share Low

STARS

The stars are the high relative market share and high market growth. Classic Plus Mineral Water
i.e. are somewhat the stars in their business, because with the high quality and new offers which
comes every now and then makes them more popular among the customers, because customer with
upper class wants the quality and Classic Plus offers the best quality Mineral Water.

CASH COWS

The cash cows are their Water Filtration i.e. Classic Plus Ultraviolet Purifiers and other Filtration
products. Company has to take measures to make these products as stars.

DOGS
Spa Equipments are Classic Plus Dog, because it has low-share business with low
growth market especially when we talk about Pakistani market. The company has to think on what it
can do by improving the low share and growth market.

QUESTION MARKS

The question marks are the Water Filtration Products and services. They have high market growth
but low market share. The company has to decide about which question mark they should try to
build into the stars and which one of these should be phased out.


COMPETITIVE STRTEGY

WHAT MAKES COMPETITIVE


Star


Question Marks


Cash Cows


Dogs

The hallmark of the Classic Plus is the Delivery and quality of the products which the company
offers.


COMPETITIVE EDGE OF CLASSIC PLUS

The companies all over the world get some competitive edge based on some features
Which other companies dont have. For example, as the Dell has the competitive edge over other
computer manufacturer companies, because they use Built-to-order Strategy while no other
company in computer industry use this strategy. Similarly in Pakistan Classic Plus has their
Competitive edge based on these Strategies:

Product Differentiation
Customer Oriented


PRODUCT DIFFERENTIATION STRATEGY

Classic Plus is using the product differentiation strategy by providing the superior quality
Products. Their main focus is to keep the customers loyal. They bought shelve space in different
departmental stores to attract the customers. They tried to reach each group of people in which they
have succeeded.

CUSTOMER ORIENTED

Customer satisfaction is the focal point for the company. They provide hygienic and clean mineral
water to their customers. Products are also verified by health and safety measures and international
quality standards.

MARKETING MIX

Marketing Mix is defined as a set of controllable tactical marketing tools that firm blends to produce
the response it wants in the target market. The marketing mix consists of everything the firm can do
to influence the demand for its products. The many possibilities can be collected into four groups of
variables known as the four P's that are as follows:
1. Product
2. Price
3. Place
4. Promotion

1-PRODUCT
Product stands for goods and services that the company offers to target market.
Classic Plus Mineral Water is in four packing including 0.6 litter, 1.5 litters, 6 litters and 19 litter bulk
bottle. The shape and the packing of the Mineral Water bottles are quite attractive for the customers.
The labeling, packaging of Classic Plus Mineral Water includes the Classic Plus brand and logo. The
packaging includes an expiry date and time along with a manufacture date. Second part of labeling
includes the quantity of product in litters along with details of minerals added.

2- PRICE

The amount of money charged for a product or service, or sums of the values that consumers
exchange for the benefits of having or using the product or services.
The price of Classic Plus Mineral Water varies and increases with the increase in its packing size.


3- PLACING

Placing stands for company's activities that make the product available to the target
Consumer. Classic Plus distribution is using the direct distribution channel for the delivery of
mineral water weekly to the customers.

4- PROMOTION

Producing a quality product, pricing it attractively and making it available for the target
Consumer is not the only problem companies need to solve. Modern era is the era of
communication with customer, assuring customer satisfaction, demands for personal and non-
personal communication with the target customer to build a relationship with them. In an area-
storming activity, giving out products free, gift hampers, attracts new customers; kites depending on
the season (for existing and potential customers) are given. The basic purpose is to explore the area
that is being unexposed and to bring awareness in the people.