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BCG MATRIX

BCG Matrix a.k.a. Growth-Share Matrix, Boston Box,Boston Matrix, Boston Consulting Group analysis.

Created by Bruce Henderson for the BostonConsulting Group in 1970 to help corporations withanalyzing their business units or product lines.

This helps the company allocate resources and isused as an analytical tool in brand marketing, productmanagement, strategic management, and portfolioanalysis.

QUESTION MARK

It has a small market share in a high growth market. Question marks are growing rapidly and thus consume large amounts of cash, but because they have low market shares they do not generate much cash.

MARKETING PROCESS

It has a small market share in a mature industry.

A dog may not require substantial cash because dogs have low market share and a low growth rate and thus neither generate nor consume a large amount of cash.

DOG

STAR

It has a large market share in a fast growing industry. •Stars generate large amounts of cash because of their strong relative market share, but also consume large amounts of cash because of their high growth rate.

CASH COW

It has a large market share in a mature, slow growing industry. As leaders in a mature market, they exhibit a return on assets that is greater than the market growth rate, and thus generate more cash than they consume.

MARKETING PROCESS

Owned by the British-Dutch company Unilever which controls 52% majority stake in HUL.

Formed in 1933 as Lever Brothers India Limited.

India's largest consumer goods company based in Mumbai, Maharashtra.

Company was renamed in June 2007 as “Hindustan Unilever Limited”.

•. (KISSAN,ANNAPURNA, KNORR, KWALITY WALLS, BROKE BOND, TAJ MAHAL)

HOME CARE BRANDS•. (SURF EXCEL, VIM, WHEEL, RIN, BLEACH, DOMEX)

HUL Product Mix

FOOD BRANDS

PERSONAL CARE BRANDS(PEPSUDENT, CLOSE UP,AXE, REXONA, SUNSILK, DOVE , LIFEBUOY, LIRIL,LUX, PEARS, FAIR & LOVELY,LAKEME, PONDS, VASELINE,

Growth And Market Share

Market Growth Analysis

Market Share Analysis

BCG of HUL