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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Those segments are considered to be Stars, which have high relative market share and compete in high sale growth industry. This is a four dimensional graph each dimension states the position of the company segment in the industry.

Each category suggest different strategies for the 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 beverages and natrix 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.

It is difficult for companies to sustain all the division of the company at once. Investment in Marmite in recent years has been largely limited to advertising campaigns. Despite the limitations, the BCG Matrix is a very simple unileever useful tool for portfolio managers to review their brands and products across industries and SBUs, and assist in prioritisation of investment and divestment.

Fill in your details below or click an icon to log in: Despite its existing stature, continued investment in the patented TESS technology which uses the natural essence pressed from matix picked leaves enabled a global re-launch of Lipton Yellow Label that fuelled growth of 5. 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.

T his long term perspective is a key strength of the BCG Matrix as a strategic tool. Leave a Reply Cancel reply Enter your comment here Asia geographical division also comes into the fold of stars.


Fortunately Unilever has no such segment which fall into the category of Dogs. Matrox 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.

Firstly, market growth may be directly influenced by Unilever due to its market power. Its products are available in countries around the globe. Such segments are crucial for the company and plays a vital role in the sustenance of company. Unilever personal care segment is considered to be stars because its market share is growing every year and mentioned division generate highest chunk of revenue for the company.

Unilever headquarter, is located in Mqtrix, United Kingdom. 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.

Enter your email address: Unilever is one of the largest producer of consumer goods and mostly such unnilever do not have Dogs in their company. Name of the Matrix is derived from the firm name. Unilever food segment fall into the category of question mark. This framework help the organization to formulate strategies bbcg each segment or division, according to its need. By continuing to use this website, you agree to their use.

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: Question mark are those segments which have low relative market share and operates in high sales growth industry. It deals in the following consumer products, which are as follow; personal care products, beverages, and food and cleaning agents.

You are commenting using your Facebook account. 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.

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.

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

BCG Matrix Analysis of Unilever

However, such segment, which fall into the category of dogs, better be sold. Simply keeping them on the market is wasting resources generated by Star and Cash Cow brands. Unilever, is a consumer goods producer multinational company. Unilever has around four hundred brands. In terms of geographical segment Europe comes into the category of question mark because Europe contribute the lowest share in company revenue.


Unilever: BCG Matrix | the Marketing Agenda

The four quadrant framework characterize segments in to unulever following categories; Dogs, Question mark, Cash Cows and Stars. Dogs are those segment which have low relative market share and are operating in high sale growth industry.

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For example, Unilever claimed in that the soups market declined in developed markets. 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. To find out more, including how to control cookies, see here: These are the dead-end products whose time has been and gone and likely most offer no future profits.

However, there are still a couple of cautions to be considered when using it. Global revenue share of the Unilever Group from toby product segment. In this article we will be discussing the detailed BCG matrix of Unilever.

if It was very helpful. 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 ot.

This framework is depict with the help market share and industry sales growth rate, where industry sales growth is plotted on the on the Y-axis, vertically and market share is plotted on X-axis, horizontally. Unilever was established inby the merger of margarine Company and soap making company namely; Margarine Unie and lever brothers.

Both industries have witnesses decline in sales. 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:.