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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T his long term perspective is a key strength of the BCG Matrix as a strategic tool. Each category suggest different strategies for the segment. Enter your email address: Unilever has to focus on this segment to turn kf division into star because the industry has the potential to grow in terms of sales.

BCG Matrix Analysis of Unilever

Leave a Reply Cancel reply Enter your comment here Notify me of new comments via email. 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: Such segments are crucial for the company and plays a vital role in the sustenance of company.

Unilever food segment fall into the category of question mark. It is difficult for companies to sustain all the division of the company at once. Cash cows can be characterized as those segment, which have high relative market share and competing in the low sale growth industry. It deals in the following consumer products, which are as follow; personal care products, beverages, and food and cleaning agents.

Both industries have witnesses decline in sales. The four quadrant framework characterize segments in to the following categories; Dogs, Question mark, Cash Cows and Stars. Investment in Marmite in recent years has been largely limited to advertising campaigns.

These are the dead-end products whose time has been and gone and likely most offer no future profits. Asia geographical division also comes into the fold of stars. Question mark are those segments which have low relative market share and operates in high sales growth industry.


Its products are available in countries around the globe. For example, Unilever claimed in that the soups market declined in developed markets. Food segment market share of Unilever is declining every year, despite of high industry sales growth rate. 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 bcb decline.

Company ought to invest more on product development to beat its competitor and increase its market share in food industry. You are commenting using your Facebook account. 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.

Unilever has four segments namely; Foods matrid, 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: BCG Matrix | the Marketing Agenda

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. This framework help the organization to formulate strategies mxtrix each segment or division, according to its need.


However, such segment, which fall into the category of dogs, better be sold. Fill in your details below or click an icon to log in: You are commenting using your WordPress. 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.

Unilever is one of the largest producer of consumer goods and mostly such companies do not have Dogs in their company. Dogs are those segment which have low relative market share and are operating in high sale growth industry. However, there are still a couple of cautions to be considered when using it.

You are commenting using your Twitter account. Unilever, is a consumer goods producer multinational company. It was very helpful. 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.

Firstly, market growth may be directly influenced by Unilever due to its market power.

Unilever headquarter, is located in London, United Kingdom. This site uses cookies. 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. 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.

Global revenue share of the Unilever Group from toby product segment.