BCG Model

Presented by

ValourJohn Amalan.S

Afroz KhanAshok Wahekar

BCG Model• The BCG matrix method is based on the product lifecycle theory

that can be used to determine what priorities should be given in the product portfolio of a business unit.

• To ensure long-term value creation, a company should have a portfolio of products that contains both high-growth products in need of cash inputs and low-growth products that generate a lot of cash.

• It has 2 dimensions: market share and market growth .The basic idea behind it is that the bigger the market share a product has or the faster the product's market grows the better it is for the company.

HUL• India's largest fast moving consumer

goods company.• Hindustan Unilever's distribution covers over 1

million retail outlets across India directly.• Its products are available in over 6.3 million

outlets in the country, nearly 80% of all retail outlets in India.

• It estimates that two out of three Indians use its many home and personal care products, food and beverages.

HUL PRODUCTS

Personal wash:-• Lux, Lifebuoy, Liril ,Hamam, Breeze, Moti , Dove,

Pears and RexonaLaundry:-• Surf ,Excel, sun light, Rin ,Wheel & Ala bleechDishwasher :-• VimIce cream :- • Kwality wallsDisinfectants:-• Domex, cif

Foods:-• Kissan,Jam,Ketchup,Squashes,AnnapurnaAata and

salt, Knorr Soups and Modern BreadBeauty Products:-• Fair &Lovely,Lakme, Ponds, Vaseline and AvianceBeverages:-Tea:-• Brooke bond,Lipton, taj mahalCoffee:-• Brooke bond bruWater Purifier:-• Pureit

Hair-Care:-• Sunsilk naturals, Clinic , Dove and LifebuoyOral-Care:-• Pepsodent and Close-upDeo spray:-• Axe and RexonaAyurvedic Personal & health care:-• Ayush

.Star

LuxSunsilk

Fair and LovelyKissanPonds

Surf ExcelAnna purna atta

vim

Question MarkRin

PepsodentDomexPureit

Sun light

Cash Cow

AxeVaseline

Bru3roses

RedlabelCloseup

Pears

Dogs

WheelModern Bread

Breeze

Market share

Growth rate

Lux

• Lux is a star for HUL.

• Lux enjoys a market share of 16%.

• This industry has a high growth rate of 10%.

• HUL comes with different variants in Lux quite frequently in order to maintain their position.

Sunsilk

• Sunsilk is a Star for HUL.

• HUL holds 47.8% market share in the shampoo industry.

• Sunsilk has 32% market share. Like Lux,it also has different variants.

Fair and Lovely

• The Rs 3,000-crore skincare market in India, where• HUL is the leader with an estimated 70 per

centmarket share,is having a rapid growth.

• Market share of Fair and lovely is around 60%.

• Major competitors-Garnier,Fairglow,Emami,Nivea.

• Star for HUL

Rin

• The Rs13,000 crore Indian detergent market is the largest segment in the consumer goods sector.

• Hul has 35% market share in detergent industry.

• Rin has only 4.8% market share.

• Rin is a Question Mark for HUL.

• Major Competitor Tide.

Wheel

• Mainly for low based income.

• Market share is falling.

• Dog for HUL.

• Competitors are Nirma,Fena

Pepsodent

• Market share is 13.81%

• Question mark for HUL.

• HUL has a market share of 30% in the 5000 plus croreoral care business.

• Major Competitors-Colgate,Crest,Oralb,Dabur.

AXE

• Cash cow for HUL

• Market share of 70%in 200 crore market.

• Competitors Nike,Parkavenue.

Ponds

• Market share of 65% in 7 billion talcum

powder market .

• Star for HUL.

• Competitors are Johnson & Johnson ,Cinthol, Spinz.

Vaseline

• Market share of 90%.

• Cash Cow for HUL.

• Competitor Johnson & Johnson.

Domex

• Market share is only 20 % .

• Question mark for HUL.

• Major competitors-Harpic(70%),Savlon.

Kissan Ketchup

• The ketchup market in India is estimated to be around Rs 220 crore, largely dominated by Nestle Maggi that owns 47% of the market and the Kissan that owns26%.

• Major competitors Heinz, Maggi.

• Star for HUL

Surf Excel

• Has a market share of 37 % in 9000 croreMarket.

• Star for HUL

• Competitors Tide,Ariel.

Annapurna Atta

• Market share of Annapurna Atta is 26% compared to Aashirvad Atta of ITC(40%).

• Star for HUL

Thank you