Considering the BCG Matrix assessment tool and the information provided in the case, place these 3 product lines into the correct BCG quadrant. Briefly explain your rationale for each decision. (9 marks, 3 marks per BCG placement)

OFF! ^TM Mosquito Repellent:

Ziploc Sandwich Bags:

Windex Glass Cleaner:

For the OFF! Clipon ^TM product calculate the market potential and sales forecast for the Greater Toronto (GTA) region (using the ATAR model) based on the information provided in the case. Make sure you include your calculations.

ATAR Formula = BU (Market Potential) * % awareness * % trial * % availability * % repeat

Compute the Sales Forecast number based on initial projected sales and 1 repeat purchase cycle within 6 months of launch date. Note: show calculations to secure partial marks. Automatic 5 mark deduction for incorrect answer. (10 marks)

2018 Forecast (number of total units sold = initial purchase + 1 repeat purchase cycle):

Market analysis has identified that the unique aspect of the new OFF! Clip.on TM has a positive differential value of $2.30 per unit based on the significant reduction in the amount needed to protect a person during each outing. OFF! Clip-on TM is targeted at children and adults that are active outdoors and live in suburban and rural areas. For 2019, the company needed to establish a sales forecast for Greater Toronto region market. At that time, there were 6,417,526 people living in the GTA region, with 58% of these people live in suburban and rural areas. 60% of these suburban and rural dwellers are active outdoors. These are the market sizing and profile characteristics of the target market for this sales forecast. Prior to the product's introduction, SC Johnson completed a survey of buyer intentions within their target market and the results were: 32% would definitely buy, 38% would probably buy, 20% might buy, 8% will probably not, and 2% will definitely not buy. The company research also confirmed that 67% of initial buyers are projected to repeat their purchase within 6 months. When the product was launched SC Johnson spent significant promotional funds to ensure consumer awareness rate of 55% of target market. They also ensured that their distribution system would be able to ensure a 75% availability rate. Ziplos GET MORE OUT OF IT!" SC Johnson's Ziploc Sandwich Bags is another of the major products that the company produces. Ziploc Sandwich Bags is part of the Household Storage product line category. Since being launched in 1972 the Ziploc line of storage bags has become the industry leader with approximately 35% of the market share in North America. Ziploc continues to command a premium position and higher price in the marketplace. The challenge for SC Johnson is that their YoY revenue growth rate is now at 2.5%, and the plastic storage container product category is forecasted to only grow up 2-3% per year for the next 5 years due to the gradual movement towards more perceived environmentally friendly storage bags. Windex Windex Glass Cleaner is the #1 brand of glass cleaner in the world with a market share of 60%. Home Housekeeping, a leading product rating compan still rates Windex as the best overall glass cleaner on the market. They also rate Glass Plus as the best least expensive brand on the market. Due to the impact of alternative green cleaning products within the market place, the annual projected YoY growth rate for glass cleaning products including Windex is 3.8%