Unilever, is a consumer goods producer multinational company. Unilever headquarter, is located in London, United Kingdom. Unilever was. BCG Matrix Hindustan Unilever Limited – Free download as Powerpoint Presentation .ppt /.pptx), PDF File .pdf), Text File .txt) or view presentation slides. Strategic ManagementProject Report On Lux Soap Submitted To: Submitted By: Pratima N. Patil Roll No

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The premise of the BCG Matrix is that all products or brands can be classified as one of the following categories, based on its market unillever and market growth:. Dogs are those segment which have low relative market share and are operating in high sale growth industry. You are commenting using your Facebook account. T his long term perspective is a key strength of the BCG Matrix as a strategic tool.

Investment in Marmite in recent years has been largely limited to advertising campaigns. Those segments are considered oof be Stars, which have high relative market share and compete in high sale growth industry.

Question mark are those segments which have low relative market share and operates in high sales growth industry.

BCG Matrix Analysis of Unilever | | BCG Matrix Analysis

It is difficult for companies to sustain all the division of the company at once. Simply keeping them on the market is wasting resources generated by Star and Cash Cow brands. Email required Address never made public. For example, Unilever claimed in that the soups market declined in developed markets.

These are brands very much at their peak, holding a large market share in very much a growing market — therefore requiring continued investment to hold or enhance their position, as competitors continually enter uniilever market and innovate.

Despite the limitations, the BCG Matrix is a very simple and useful tool for portfolio managers to review their brands and products across industries and SBUs, and assist in prioritisation of investment and divestment. Despite its existing stature, continued investment in the patented TESS technology which uses the natural essence pressed from freshly picked leaves enabled a global re-launch of Uilever Yellow Label that fuelled growth of 5.


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Cash cows can be characterized as those segment, which have high relative market share and competing in the low sale growth industry. For this very reason, Unilever sold its Slim-Fast brand in July to private-equity firm, Kainos Capital, to focus on other brands with greater appeal and growth potential.

Name of the Matrix is derived from the firm name. Global revenue share of the Unilever Group from toby product segment. These are the dead-end products whose time has been and gone and likely most offer no future profits.

Such segments are crucial for the company and plays a vital role in the sustenance of company. By continuing to use this website, you agree to their use. Unilever is one of the largest producer of consumer goods and mostly such companies do not have Dogs in their company. Both industries have witnesses decline in sales. This framework is depict with the help market share and industry sales growth rate, where industry sales growth is plotted on the on the Y-axis, vertically and market share is plotted on X-axis, horizontally.

Unilever: BCG Matrix | the Marketing Agenda

You are commenting using your Twitter account. It was very helpful. This is a natrix dimensional graph each dimension states the position of the company segment in the industry. It deals in the following consumer products, which are as follow; personal care products, beverages, and food and cleaning agents. Leave a Reply Cancel reply Enter your comment here Excellent unilveer management by Unilever will see T2 become the future Dove or Tipton, before naturally becoming a Marmite and subsequently another Slim-Fast, but smart investments will prolong the growth stages and hold off the decline.

BCG Matrix Analysis of Unilever

This is arguably the most important category of brands for companies like Unilever as they require very little further investment to generate revenue — allowing for profits to be reinvested into Stars or Problem Child brands.


Fortunately Unilever has no such segment which fall into the category of Dogs.

However, there are still a couple of cautions to be considered when using it. Unilever has four segments namely; Foods segment, followings products are produced, by foods segment; soups, snacks, mayonnaise, bouillons, margarines, sauces, salad dressings and spreads, Home care segment; following products are produced by home care segment;liquids and capsules soap bars, powders, and other cleaning products Refreshment segment; following products are produced by Refreshment segment; weight-management products, ice cream, tea-based beverages and nutritionally enhanced staples sold and Personal care segment, following products comes into the category of personal care products segment; skin care products, hair care products, oral care products and deodorants.

Notify me of new comments via email. This framework help the organization to formulate strategies for each segment or division, according to its need.

Food segment market share of Unilever is declining every year, despite of high industry sales growth rate. Unilever personal care segment is considered to be stars because its market share is growing every year and mentioned division generate highest chunk of revenue for the company.

mtarix You are commenting using your WordPress. Unilever has around four hundred brands. Home care and refreshment segments of Unilever can be labelled as Cash cows because both have high market share in low growth industry.

Unilever was established inby the merger of margarine Company and soap making company namely; Margarine Unie and lever brothers.

InUnilever generated highest revenue in consumer goods industry.