HUL BCG MATRIX

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Hindustan Unilever Limited (HUL) is India's largest consumer goods company based in Mumbai. It is a majority owned subsidiary of British-Dutch company Unilever. Formed in 1933 as Lever Brothers India Limited, it was renamed in 2007 as HUL. HUL's product portfolio includes foods, beverages, cleaning agents and personal care products which it distributes to over 2 million retail outlets across India. When analyzing HUL's product portfolio using the BCG matrix, its food brands and home care brands would be considered cash cows due to their large market share in mature industries. Personal care brands would be stars due to their large market share and growth in an expanding market.

HUL
1 “We meet everyday needs for nutrition, hygiene
and personal care with brands that help people
feel good, look good and get more out of life.”

CONTINUED . . . . . .

 Hindustan Unilever's distribution covers over 2
million retail outlets across India directly.

HUL
 Its products include foods, beverages, cleaning
agents and personal care products.

 Has an employee strength of over 16,500
employees.

 Has annual turnover of around Rs.20736 crores
in 2011-12. 3

WHAT IS BCG MATRIX?
 BCG matrix is often used to prioritize which
products within company product mix get more
funding and attention

HUL
 It has 2 dimensions: MARKET SHARE &
MARKET GROWTH and 4 category Stars, Cash
cows, Dogs, Question marks ?

4

ASSUMPTIONS OF BCG
1. This matrix assumes that a larger market share
in a growth market leads to profitability. An
effort to obtain a large market share in a slowly

HUL
growing market requires too much cash.

2. The higher the growth rate, the easier to gain
market share.

5

 DOG
 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.

HUL
 QUESTION MARK (Problem Child)
 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.
 It has the potential to gain market share and become
a star, and eventually a cash cow when the market
7
growth slows.

 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.

HUL
 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.
 Such business units should be "milked", extracting
the profits and investing as little cash as possible. 8

HUL PRODUCT MIX
The entire product range of HUL can be visualized in
terms of the following of the following segments:
 FOOD BRANDS

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

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

 PERSONAL CARE BRANDS
(PEPSUDENT, CLOSE UP, AXE, REXONA, SUNSILK, DOVE
, LIFEBUOY, LIRIL, LUX, PEARS, FAIR &
LOVELY, LAKEME, PONDS, VASELINE, ETC.)
9

MARKET GROWTH ANALYSIS

HUL
11

Figures are acc. To CII survey, braket are for previous figures.

HUL
PRESENTED BY:
RAHUL BANGA
RACHITA MOHANTY
EKTA UNIYAL
GURJANT SINGH SANDHU 15

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Marketing strategy of indigo

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Dabur India Ltd is an Indian FMCG company founded in 1884 that manufactures Ayurvedic medicines and natural consumer products. It deals in personal care, skin care, hair care, oral hygiene, drinks, home care, and health supplements. A product line is a group of related products marketed under a single brand. Dabur India's power brands include Dabur Chyawanprash, Dabur Red Paste, Vatika Shampoo. The BCG matrix is used to analyze a company's products and make decisions about investing, divesting, or killing products based on their market growth rate and relative market share. The BCG matrix analysis of 4 Dabur products classified

Strategic management

harshadevarkar

The Kalyani Group is a large Indian conglomerate with over $2.1 billion in annual revenue. It has aggressively expanded internationally, with 9 manufacturing locations across 6 countries. The flagship company, Bharat Forge, is among the largest forging companies globally. The Group's vision emphasizes becoming world-class and accessing global markets. It has pursued internationalization through strategic partnerships and acquisitions, focusing on core auto component businesses and expanding capacity abroad.

Fmcg

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The document provides an overview of the fast moving consumer goods (FMCG) sector in India. It defines FMCG as non-durable goods that are sold quickly and at relatively low costs, in large quantities. The FMCG sector in India includes personal care, food and beverages, and household products. It is the 4th largest sector in the Indian economy, with a market size of $13.1 billion that is expected to grow significantly over time. The top FMCG companies in India include Hindustan Unilever, ITC, Nestle India, Amul, Dabur India, and others.

Barun

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Hindustan Unilever Limited (HUL) is India's largest fast moving consumer goods company, with a heritage of over 75 years in India. HUL markets over 35 brands across 20 categories such as soaps, detergents, shampoos, skin care products, toothpastes, deodorants, cosmetics, tea, coffee, packaged foods, ice cream, and water purifiers. HUL is a subsidiary of Unilever, one of the world's largest suppliers of fast moving consumer goods. The water purifier market in India is growing rapidly due to increasing awareness of water safety issues. HUL's water purifier brand Pure It uses advanced Germ Kill battery technology to

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How AI is Disrupting Service Industry More Than Design Thinking

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HUL BCG MATRIX

1. HUL 1 “We meet everyday needs for nutrition, hygiene and personal care with brands that help people feel good, look good and get more out of life.”

2. COMPANY’S PROFILE  Owned by the British-Dutch company Unilever which controls 52% majority stake in HUL. 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”. 2

3. CONTINUED . . . . . .  Hindustan Unilever's distribution covers over 2 million retail outlets across India directly. HUL  Its products include foods, beverages, cleaning agents and personal care products.  Has an employee strength of over 16,500 employees.  Has annual turnover of around Rs.20736 crores in 2011-12. 3

4. WHAT IS BCG MATRIX?  BCG matrix is often used to prioritize which products within company product mix get more funding and attention HUL  It has 2 dimensions: MARKET SHARE & MARKET GROWTH and 4 category Stars, Cash cows, Dogs, Question marks ? 4

5. ASSUMPTIONS OF BCG 1. This matrix assumes that a larger market share in a growth market leads to profitability. An effort to obtain a large market share in a slowly HUL growing market requires too much cash. 2. The higher the growth rate, the easier to gain market share. 5

6. HUL 6

7.  DOG  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. HUL  QUESTION MARK (Problem Child)  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.  It has the potential to gain market share and become a star, and eventually a cash cow when the market 7 growth slows.

8.  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. HUL  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.  Such business units should be "milked", extracting the profits and investing as little cash as possible. 8

9. HUL PRODUCT MIX The entire product range of HUL can be visualized in terms of the following of the following segments:  FOOD BRANDS HUL (KISSAN, ANNAPURNA, KNORR, KWALITY WALLS, BROKE BOND, TAJ MAHAL)  HOME CARE BRANDS (SURF EXCEL, VIM, WHEEL, RIN, BLEACH, DOMEX)  PERSONAL CARE BRANDS (PEPSUDENT, CLOSE UP, AXE, REXONA, SUNSILK, DOVE , LIFEBUOY, LIRIL, LUX, PEARS, FAIR & LOVELY, LAKEME, PONDS, VASELINE, ETC.) 9

10. GROWTH AND MARKET SHARE HUL 10

11. MARKET GROWTH ANALYSIS HUL 11 Figures are acc. To CII survey, braket are for previous figures.

12. MARKET SHARE ANALYSIS HUL 12

13. HUL 13

14. BCG OF HUL HUL 14

15. HUL PRESENTED BY: RAHUL BANGA RACHITA MOHANTY EKTA UNIYAL GURJANT SINGH SANDHU 15

HUL BCG MATRIX

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