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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Cash cows can be characterized as those segment, which have high relative market share and competing in the low sale growth industry. T his long term perspective is a key strength of the BCG Matrix as a strategic tool. Fortunately Unilever has no unilver segment which fall into the category of Dogs. Leave a Reply Cancel reply Enter your comment here Firstly, market growth may be directly influenced by Unilever due to its market power.

To find out more, including how to control cookies, see here: Company ought to invest more on product development to beat its competitor and increase its market share in food industry. It is difficult for companies to sustain all the division of the company at unklever. Email required Address never made public.

For example, Unilever claimed in that the soups market declined in developed markets. Unilever food segment fall into mattrix category of question mark. Unilever has four segments namely; Foods segment, followings products are produced, by foods segment; soups, snacks, mayonnaise, bouillons, margarines, mafrix, 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.

This site uses cookies. You are commenting using unilevdr Facebook account. Simply keeping them on the market is wasting resources generated by Star and Cash Cow brands. These are brands very much at matrid 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.


It deals in the following consumer products, which are as follow; personal care products, beverages, and food and cleaning agents. Unilever is one of the largest producer of consumer goods and mostly such companies do not have Dogs in their company. Its products are available in countries around the globe. Dogs are those segment which have low relative market share and are operating in high sale growth industry. Fill in your details below or click an icon to log in: Food segment market share of Unilever is declining every year, despite of high industry sales growth rate.

Each category suggest different strategies for the segment. Investment in Marmite in recent years has been largely limited to advertising campaigns. It was very helpful. Unilever headquarter, is located in London, Bxg Kingdom.

BCG Matrix Analysis of Unilever | | BCG Matrix Analysis

Enter your email address: Such segments are or for the company and plays a vital role in the sustenance of company. 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.

Home care and refreshment segments of Unilever can be labelled as Cash cows because both have high market share in low growth industry.

InUnilever generated highest revenue in consumer goods industry. Unilever has around four hundred brands. Those unjlever are considered to be Stars, which have high relative market share and compete in high sale growth industry.

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.

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: These are the dead-end products whose time has been and gone and likely most offer no future profits. Question mark are those segments which have low relative market share and operates in high sales growth industry.

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.

Unilever: BCG Matrix | the Marketing Agenda

By continuing to use this website, you agree to their use. 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.


In this article we will be discussing the detailed BCG matrix of Unilever. 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:.

BCG Matrix Analysis of Unilever

For this very reason, Unilever sold its Slim-Fast brand in July to unioever firm, Kainos Capital, to focus on other brands with greater appeal and growth potential. 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.

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 uni,ever growth stages and hold off the decline.

Name of the Matrix is derived from the firm name.

You are commenting using your Twitter account. In terms of geographical segment Europe comes into the category of question mark because Europe contribute the lowest share in company revenue. Asia geographical division also comes into the fold of stars. Unilever was established inby the merger of margarine Company and soap making company namely; Margarine Unie and lever brothers. This is a four dimensional graph each dimension states the position of the company segment in the industry. 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.

The four quadrant framework characterize segments in to the following categories; Dogs, Question mark, Cash Cows and Stars.

Both industries have witnesses decline in sales. Unilever, is a consumer goods producer multinational company.

Notify me of new comments via email. However, such segment, which fall into the category of dogs, better be sold.

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