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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Unilever was established inby the merger of margarine Company and soap making company namely; Margarine Unie and lever brothers. Name of the Matrix is derived from the firm name.

These are the dead-end products whose time has been and matris and likely most offer no future profits. It deals in the following consumer products, which are as follow; personal care products, beverages, and food and cleaning agents. 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.

Food segment market share of Unilever is declining every year, despite of high industry sales growth rate.

However, such segment, which fall into the category of dogs, better be sold. Global revenue share of the Unilever Group from toby product segment. 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 ot 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.

Simply keeping them on the market is wasting resources generated by Star and Cash Cow brands. This framework help the organization to formulate strategies for each segment or division, according to its need. This is arguably the most important category of brands bcb companies like Unilever unileved they require very little further investment to generate revenue — allowing for profits to be reinvested into Stars or Problem Child brands. By continuing to use this website, you agree to their use.


Enter your email address: Such segments are crucial for the company and plays a vital role in the sustenance of company. This is a four dimensional graph each dimension states the position of the company segment in the industry.

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.

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 matrxi on the on the Y-axis, vertically and market share is plotted on X-axis, horizontally.

In terms of geographical segment Europe comes into the category of question mark because Europe contribute the lowest share in company revenue. Unilever headquarter, is located in London, United Kingdom. The four quadrant framework characterize segments in to the following categories; Dogs, Question mark, Cash Cows and Stars.

Unilever food segment fall into the category of question mark. To find out more, including how to control cookies, see here: For example, Unilever claimed in that the soups market declined in developed markets.

BCG Matrix Analysis of Unilever | | BCG Matrix Analysis

Firstly, market growth may be directly influenced by Unilever due to its market power. Notify me of new comments via email. InUnilever generated highest revenue in consumer goods industry. Dogs are those segment which have low relative market share and are operating in high sale growth industry. Excellent portfolio 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.

Its products are available in countries around the globe. You are commenting using your Facebook account. This site uses cookies. Home care and refreshment segments of Unilever can be labelled as Cash cows because both have high market share in low growth industry. Unilever personal care segment uhilever considered to be stars because its market share is growing every year and mentioned division generate highest chunk of revenue for the company.



It was very helpful. Those segments are considered to be Stars, which mateix high relative market share and compete in high sale growth industry.

Each category suggest different strategies for the segment. Asia geographical division also comes into the fold of stars.

BCG Matrix Analysis of Unilever

Unilever, is a consumer goods producer multinational company. It is difficult for companies to sustain all the division of the company at once. You are commenting using your WordPress. Email required Address never made public. 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.

Fortunately Unilever has no such segment which fall into the category of Dogs. Fill in your details below or click an icon to log in: Cash cows can be characterized as those segment, which have high relative market share and competing in the low sale 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: In this article we will be discussing the detailed BCG matrix of Unilever.

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.

Question mark are those segments which have low relative market share and operates in high sales growth industry. Unilever has around four hundred brands. 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 Lipton Yellow Label that fuelled growth of 5.

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.