BCG Matrix Hindustan Unilever Limited
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Transcript of BCG Matrix Hindustan Unilever Limited
INTRODUCTION TO BCGThe BCG matrix method is based on the product life
cycle theory that can be used to determine what priorities should be given in the product portfolio of a business unit.
According to this technique, businesses or products are classified as low or high performers depending upon their market growth rate and relative market share.
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.
INTRODUCTION TO HULHindustan Unilever Limited is India's largest fast
moving consumer goods company. The Anglo-Dutch company Unilever owns a 52% majority stake.
HUL was formed in 1933 as Lever Brothers India Limited and came into being in 1956 as Hindustan Lever Limited through a merger of Lever Brothers, Hindustan Vanaspati Mfg. Co. Ltd. and United Traders Ltd.
It is headquartered in Mumbai, India and has an employee strength of over 15,000 employees and contributes to indirect employment of over 52,000 people. The company was renamed in June 2007 as “Hindustan Unilever Limited.
HUL PRODUCTS
Personal wash:- Lux. Lifebuoy, Liril , Hamam, Breeze,
Dove, Pears and Rexona Laundry:- Surf Excel, sun light, Rin ,Wheel & Ala bleech.
Dishwasher :- Vim
Foods:- Kissan(Jam,Ketchup,Squashes), Annapurna(Aata and salt),
Knorr Soups, Modern Bread .
Ice-cream:- Kwality Wall's
HUL PRODUCTS
TEA : Brooke bond, Lipton, Taj mahal.
COFFEE: Brooke bond, Bru.
COSMETIC PRODUCTS : Fair & Lovely, Lakme,
Ponds, Vaseline.
HAIR-CARE : Sunsilk, Clinic plus, Dove, Life-buoy.
ORAL-CARE : Pepsodent, Close-up,
DEO-SPRAY : Axe and Rexona.
LUXLux 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.
SUNSILKSunsilk 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 LOVELYThe Rs 3,000-crore skincare market in India,
where HUL is the leader with an estimated 70 per cent market share,is having a rapid growth.
Market share of Fair and lovely is around 60%.
Major competitors-Garnier, Fairglow, Emami, Nivea.
Star for HUL
RINThe 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.
PEPSODENTMarket share is 13.81%Question mark for HUL.HUL has a market share of 30% in the 5000
plus crore oral care business.Major Competitors-
Colgate,Crest,Oralb,Dabur.
The BCG Matrix For HULSTAR Lux Sunsilk Fair & Lovely Kissan Ketchup Surf Excel
? Rin Pepsodent Domex
COW Axe Vaseline Jelly
DOGS
Wheel