SMART MARKETING
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The Boston Matrix helps organisations decide which brands within a portfolio they should invest in.

A big, established brand in a declining market should be left to pasture. The profits it generates should be invested in brands with a brighter future - the rising stars. If a brand is struggling to gain share in a growing market, the priority should be to reinvent the offer to exploit the opportunity. A brand with low share in a declining market should normally be left alone to lie down and have a sleep.

This short video explains the matrix in more detail.
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  • Home
  • Books
  • Illustrations
    • Marketing
    • Brand Development
    • Brand Experience
    • Innovation
    • Communications Strategy
    • Media Characteristics
    • Creative Content
    • Pricing & Sales Promotion
    • Measurement
    • Data and Analysis
    • Brand Review & Planning
    • Brand Extension
    • Mental Processes
    • Business
    • Case Examples
  • Articles
  • Media
  • Services
    • Consultancy
    • Speaking Engagements
    • Training for B2B Professionals
    • Market Research Training
    • Visualisations
  • Contact