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 ot compete in high sale growth industry. This site uses cookies. Such segments are crucial for the company and plays a vital role in the sustenance of company.

BCG Matrix Analysis of Unilever

It was very helpful. It is difficult for companies to sustain all the division of the company at once. In terms of geographical segment Europe comes into the category of question mark because Europe contribute the lowest share in company revenue. Each category suggest different strategies for the bcgg.

Unilever headquarter, is located in London, United Kingdom. Unilever food segment fall into the category of question mark. Asia geographical division also comes into the fold of stars.

Unilever: BCG Matrix | the Marketing Agenda

The premise of the BCG Matrix is that all products or brands can be classified as one ynilever the unilevrr categories, based on its market share and market growth:.

You are commenting using your WordPress. You ot commenting using your Twitter account. These 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. Enter your email address: Home care and refreshment segments of Unilever can be labelled as Cash cows because both have high market share in low growth industry.

Simply keeping them on the market is wasting resources generated by Star and Cash Cow brands. This framework is unipever 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. Global revenue share of the Unilever Group from toby product segment. Investment in Marmite in recent years has been largely limited to advertising campaigns.


Email required Address never made public. 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 uhilever. 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. Despite the limitations, the BCG Mahrix is a very simple and useful tool or portfolio managers to review their brands and products across industries and SBUs, and assist in prioritisation of investment and divestment.

Question mark are those segments which have low relative market share and operates in high sales growth industry. T his long term perspective is a key strength of the BCG Matrix as a strategic tool. Name of the Matrix is derived from the firm name. Leave a Reply Cancel reply Enter your comment here Firstly, market growth may be directly influenced by Unilever due to its market power. This framework help the organization to formulate strategies for each segment or division, according to its need.

Food segment market share of Unilever is declining every year, despite of high industry sales growth rate. The premise of the Matix Matrix unolever that all products or brands can be classified as one of the following categories, based on its market share and market growth: The four quadrant framework characterize segments in to the following categories; Dogs, Question mark, Cash Cows and Stars.

Unilever, is a consumer unilevrr producer multinational company. For example, Unilever claimed in that the soups market declined in developed markets. By continuing to use this website, you agree to their use.

You are commenting using your Facebook account. 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.

BCG Matrix Analysis of Unilever | | BCG Matrix Analysis

Fortunately Unilever has no such segment which fall into the category of Dogs. Unilever was established inby the merger of margarine Company and soap making company namely; Margarine Unie and lever brothers. 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 unioever are produced by home care segment;liquids and capsules soap bars, powders, and other cleaning products Refreshment segment; following products are produced lf Refreshment segment; weight-management products, ice cream, vcg 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.

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Notify me of new comments via email. Unilever has around four hundred brands. Company ought to invest more on product development to beat unliever competitor and increase its market share in food industry.

This is a four dimensional graph each dimension states the position of the company segment in the industry. Dogs are those segment which have low relative market share and are operating in high sale growth industry.

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 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.

In this article we will be discussing the detailed BCG matrix of Unilever. These are the dead-end products whose time has been and gone and likely most offer no future profits.

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. To find out more, including how to control cookies, see here: 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.

However, such segment, which fall into the category of dogs, better be sold. Both industries have witnesses decline in sales. Its products are available in countries around the globe. Cash cows can be characterized as those segment, which have high relative market share and competing in the low sale growth industry.