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

Author: Braktilar Fezahn
Country: Oman
Language: English (Spanish)
Genre: Business
Published (Last): 14 August 2005
Pages: 239
PDF File Size: 16.40 Mb
ePub File Size: 20.35 Mb
ISBN: 565-4-92296-248-9
Downloads: 22294
Price: Free* [*Free Regsitration Required]
Uploader: Nekus

In this article we will be discussing the detailed BCG matrix of Unikever. Enter your email address: This framework help the organization to formulate strategies for each segment or division, according to its need. Asia geographical division also comes into the fold of stars. Firstly, market growth may be directly influenced by Unilever due to its market power.

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 the market and innovate. Unilever food segment fall into the category of question mark. However, there are still a couple of cautions to be considered when using it. The four quadrant framework characterize segments in to the following categories; Dogs, Question mark, Cash Cows and Stars.

However, such segment, which fall into the category of dogs, better be sold. 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 share and market growth:.

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.


Unilever has to focus on this segment to turn this division into star because the industry has the potential to grow in terms of sales.

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

BCG Matrix Analysis of Unilever

Marmite is a key Cash Cow for Unilever with sales just about holding their own in the spreads industry that is slowly beginning to decline in Europe and North America.

Those segments are considered to be Stars, which have high relative market share and compete in high sale growth industry. Home care and refreshment segments of Unilever can be labelled as Cash cows because both have high market share in low growth industry.

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 share and market growth: Cash cows can be characterized as those segment, which have high relative market share od competing in the low sale growth industry. This framework is depict with the help market share and industry sales growth rate, where industry sales uniilever is plotted on the on the Y-axis, vertically and market share is plotted on X-axis, horizontally.

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. Often relatively young brands, they are yet to maximise their potential within the industry and therefore require greatest investment from the success of Cash Cow brands in order to exploit the fast market growth ahead of competitors. Fill in your details below or click an icon to log in: InUnilever generated highest revenue in consumer goods industry.

Name of the Matrix is derived from the firm name. Its products are available in countries around the globe. Fortunately Unilever has no such segment which fall mxtrix the category of Dogs.


Question mark are those segments which have low relative market share and operates in high sales growth industry. To find out more, including how to control cookies, see here: Global revenue share of the Unilever Group from toby product segment. This is a four dimensional graph each dimension states the position of the company segment in the industry. You are commenting using your Twitter account. You are commenting using your Facebook account.

Company ought to invest more on product development to beat its competitor and increase its market share in food industry.

It is difficult for companies to sustain all the division of the company at once. Dogs are those segment which have low relative market share and are operating in high sale growth industry.

Unilever: BCG Matrix | the Marketing Agenda

These are the dead-end products whose time has been and gone and likely most offer no future profits. By continuing to use this website, you agree to their use. Email required Address never made public. Excellent portfolio management by Unilever will see T2 become the future Dove or Tipton, before naturally becoming a Cbg and subsequently another Slim-Fast, but smart investments will prolong the growth stages and hold off the decline.

For example, Unilever claimed in that the soups market declined in developed markets.

Unilever is one of the largest producer of consumer goods and mostly such companies do not have Dogs in their company. Each category suggest different strategies for the segment. Despite the limitations, the BCG If 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.

It deals in the following consumer products, which are as follow; personal care products, beverages, and food and cleaning agents.

Author: admin