1. BCG MATRIX OF HINDUSTAN UNILIVER LIMITED
• Cash cows :are units with high market share in a slow-growing industry. These
units typically generate cash in excess of the amount of cash needed to maintain
the business. They are regarded as staid and boring, in a "mature" market, and
every corporation would be thrilled to own as many as possible. They are to be
"milked" continuously with as little investment as possible, since such investment
would be wasted in an industry with low growth.
• Dogs, or more charitably called pets, are units with low market share in a mature,
slow-growing industry. These units typically "break even", generating barely
enough cash to maintain the business's market share. Though owning a break-
even unit provides the social benefit of providing jobs and possible synergies that
assist other business units, from an accounting point of view such a unit is
worthless, not generating cash for the company. They depress a profitable
company's return on assets ratio, used by many investors to judge how well a
company is being managed. Dogs, it is thought, should be sold off.
• Question marks (also known as problem child) are growing rapidly and thus
consume large amounts of cash, but because they have low market shares they do
not generate much cash. The result is a large net cash consumption. A question
mark has the potential to gain market share and become a star, and eventually a
cash cow when the market growth slows. If the question mark does not succeed in
becoming the market leader, then after perhaps years of cash consumption it will
degenerate into a dog when the market growth declines. Question marks must be
analyzed carefully in order to determine whether they are worth the investment
required to grow market share.
• Stars are units with a high market share in a fast-growing industry. The hope is
that stars become the next cash cows. Sustaining the business unit's market
leadership may require extra cash, but this is worthwhile if that's what it takes for
the unit to remain a leader. When growth slows, stars become cash cows if they
have been able to maintain their category leadership, or they move from brief
stardom to dogdom

2. Products of HUL:-
Personal wash:- Lux. Lifebuoy, Liril , Hamam, Breeze, Moti , Dove, Pears
and Rexona
Laundry:- Surf Excel, Rin ,Wheel & Ala bleech
Dishwasher :- Vim
Disinfectants:- Domex
Foods:- Kissan(Jam,Ketchup,Squashes), Annapurna(Aata and salt), Knorr
Soups, Modern Bread
Ice-cream:- Kwality Wall's
Bewerages:-
Tea:- Brooke bond, Lipton Coffee:- Brooke bond bru
Beauty Products:- Fair & Lovely, Lakme, Ponds, Vaseline and Aviance
Hair-Care:- Sunsilk naturals, Clinic , Dove and Lifebouy
Oral-Care:- Pepsodent and Close-up
Deo spray:- Axe and Rexona
Water Purifier:- Pureit
Ayurvedic Personal & health care:- Ayush

3. Detail of Hindustan uniliver limited in BCG matrix
CASH COWS:-
Need to more invest in certain products.
----- penetration in the toothpaste market is quite low,
around 50%. Industry experts say that thanks to
awareness and affluence in rural areas, there is a
surge in demand with consumers graduating from
'datum' to toothpaste.

4. DOGS:-
HUL's share with brands like Sunsilk dipped to 50%
(51.5%) and in value terms to 45.4% (46.5%) during
the quarter.
-----HUL's share dipped from 25% to 23.1%. Its
value market share dipped to 28% during the quarter
from 29.6% in April-June 2008, while Dabur's share
increased to 10% (9.3%) and Colgate-Palmolive's
share to 49.5% (47.7%).
----- HUL’s market share in the detergents category
also fell by 2.5% to 35% in the quarter to June
compared to the year-ago period.
QUESTION MARKS:-
----- Fair and lovely has good market and can grow
at good rate.

5. ----- Dabur share increased to 10 %.
----- colgate and Palmolive share increased to 49.5%
STARS:- ------ HUL still dominates the Rs5,500
crore soap market in India
----- 21 % market Growth.
----- 53 % market share
----- leading market player in fmcg.
BY: Harmeet Sehgal
Amit Kalwani