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HUL BCG MATRIX
1. HUL
1 “We meet everyday needs for nutrition, hygiene
and personal care with brands that help people
feel good, look good and get more out of life.”
2. COMPANY’S PROFILE
Owned by the British-Dutch company Unilever
which controls 52% majority stake in HUL.
HUL
Formed in 1933 as Lever Brothers India Limited.
India's largest consumer goods company based
in Mumbai, Maharashtra.
Company was renamed in June 2007 as
“Hindustan Unilever Limited”.
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3. CONTINUED . . . . . .
Hindustan Unilever's distribution covers over 2
million retail outlets across India directly.
HUL
Its products include foods, beverages, cleaning
agents and personal care products.
Has an employee strength of over 16,500
employees.
Has annual turnover of around Rs.20736 crores
in 2011-12. 3
4. WHAT IS BCG MATRIX?
BCG matrix is often used to prioritize which
products within company product mix get more
funding and attention
HUL
It has 2 dimensions: MARKET SHARE &
MARKET GROWTH and 4 category Stars, Cash
cows, Dogs, Question marks ?
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5. ASSUMPTIONS OF BCG
1. This matrix assumes that a larger market share
in a growth market leads to profitability. An
effort to obtain a large market share in a slowly
HUL
growing market requires too much cash.
2. The higher the growth rate, the easier to gain
market share.
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7. DOG
It has a small market share in a mature industry.
A dog may not require substantial cash because dogs
have low market share and a low growth rate and
thus neither generate nor consume a large amount of
cash.
HUL
QUESTION MARK (Problem Child)
It has a small market share in a high growth market.
Question marks are growing rapidly and thus
consume large amounts of cash, but because they
have low market shares they do not generate much
cash.
It has the potential to gain market share and become
a star, and eventually a cash cow when the market
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growth slows.
8. STAR
It has a large market share in a fast growing
industry.
Stars generate large amounts of cash because of their
strong relative market share, but also consume large
amounts of cash because of their high growth rate.
HUL
CASH COW
It has a large market share in a mature, slow
growing industry.
As leaders in a mature market, they exhibit a return
on assets that is greater than the market growth
rate, and thus generate more cash than they
consume.
Such business units should be "milked", extracting
the profits and investing as little cash as possible. 8
9. HUL PRODUCT MIX
The entire product range of HUL can be visualized in
terms of the following of the following segments:
FOOD BRANDS
HUL
(KISSAN, ANNAPURNA, KNORR, KWALITY WALLS, BROKE
BOND, TAJ MAHAL)
HOME CARE BRANDS
(SURF EXCEL, VIM, WHEEL, RIN, BLEACH, DOMEX)
PERSONAL CARE BRANDS
(PEPSUDENT, CLOSE UP, AXE, REXONA, SUNSILK, DOVE
, LIFEBUOY, LIRIL, LUX, PEARS, FAIR &
LOVELY, LAKEME, PONDS, VASELINE, ETC.)
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