BCG MATRIX OF HUL

BY DONNA

FASILHARI

LAKSHMIPINKY

SHIVPRASAD

INTRODUCTION TO BCGThe BCG matrix method is based on the product life

cycle theory that can be used to determine what priorities should be given in the product portfolio of a business unit.

To ensure long-term value creation, a company should have a portfolio of products that contains both high-growth products in need of cash inputs and low-growth products that generate a lot of cash.

It has 2 dimensions: market share and market growth. The basic idea behind it is that the bigger the market share a product has or the faster the product's market grows the better it is for the company.

BCG MATRIX

INTRODUCTION TO HULHindustan Unilever Limited (HUL) (BSE: 500696) is India's

largest fast moving consumer goods company. The Anglo-Dutch company Unilever owns a 52% majority stake.

HUL was formed in 1933 as Lever Brothers India Limited and came into being in 1956 as Hindustan Lever Limited through a merger of Lever Brothers, Hindustan Vanaspati Mfg. Co. Ltd. and United Traders Ltd. It is headquartered in Mumbai, India and has an employee strength of over 15,000 employees and contributes to indirect employment of over 52,000 people. The company was renamed in June 2007 as “Hindustan Unilever Limited”.

Hindustan Unilever's distribution covers over 1 million retail outlets across India directly and its products are available in over 6.3 million outlets in the country, nearly 80% of all retail outlets in India.

It estimates that two out of three Indians use its many home and personal care products, food and beverages.

HUL PRODUCTS Personal wash:- Lux. Lifebuoy, Liril , Hamam, Breeze, Moti , Dove, Pears and Rexona 

Laundry:- Surf Excel, sun light, Rin ,Wheel & Ala bleech 

Dishwasher :- Vim 

Disinfectants:- Domex, cif 

Foods:- Kissan(Jam,Ketchup,Squashes), Annapurna(Aata and salt), Knorr Soups, Modern Bread 

Ice-cream:- Kwality Wall's 

Beverages:- Tea:- Brooke bond, Lipton, taj mahal Coffee:- Brooke bond bru Beauty Products:- Fair & Lovely, Lakme, Ponds, Vaseline and Aviance Hair-Care:- Sunsilk naturals, Clinic , Dove and Lifebouy 

Oral-Care:- Pepsodent and Close-up Deo spray:- Axe and Rexona Water Purifier:- Pureit 

Ayurvedic Personal & health care:- Ayush 

LUXLux is a star for HUL.Lux enjoys a market share of 16%.This industry has a high growth rate of 10%.HUL comes with different varients in Lux

quite frequently in order to maintain their position.

SUNSILKSunsilk is a Star for HUL.HUL holds 47.8% market share in the

shampoo industry.Sunsilk has 32% market share.Like Lux,it

also has different variants.

FAIR AND LOVELYThe Rs 3,000-crore skincare market in India,

where HUL is the leader with an estimated 70 per cent market share,is having a rapid growth.

Market share of Fair and lovely is around 60%.

Major competitors-Garnier,Fairglow,Emami,Nivea.

Star for HUL

RINThe Rs13,000 crore Indian detergent market

is the largest segment in the consumer goods sector.

Hul has 35% market share in detergent industry.

Rin has only 4.8% market share.Rin is a Question Mark for HUL.Major Competitor Tide.

WHEELMainly for low based income.Market share is falling.Dog for HUL.Competitors are Nirma,Fena

PEPSODENTMarket share is 13.81%Question mark for HUL.HUL has a market share of 30% in the 5000

plus crore oral care business.Major Competitors-

Colgate,Crest,Oralb,Dabur.

AXECash cow for HULMarket share of 70%in 200 crore market.Competitors Nike,Park avenue.

PONDS TALCUM POWDERMarket share of 65% in 7 billion talcum

powder market .Star for HUL.Competitors are

Johnson&Johnson,Cinthol,Spinz.

VASELINE PETROLEUM JELLYMarket share of 90%.Cash Cow for HUL.Competitor – Johnson & Johnson.

DOMEXMarket share is only 20 % .Question mark for HUL.Major competitors-Harpic(70%),Savlon.

KISSAN KETCHUPThe ketchup market in India is estimated to

be around Rs 220 crore, largely dominated by Nestlé’s Maggi that owns 47% of the market and the Kissan that owns 26%.

Major competitors Heinz,Maggi. Star for HUL

SURF EXCELHas a market share of 37 % in 9000 crore

Market.Star for HULCompetitors Tide,Ariel.

ANNAPURNA ATTAMarket share of Annapurna Atta is 26%

compared to Aashirvad Atta of ITC(40%).Star for HUL.

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