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

Author: Moramar Taulabar
Country: Germany
Language: English (Spanish)
Genre: Life
Published (Last): 11 February 2016
Pages: 220
PDF File Size: 19.93 Mb
ePub File Size: 1.42 Mb
ISBN: 295-5-89430-611-4
Downloads: 60101
Price: Free* [*Free Regsitration Required]
Uploader: Zulkigal

Food segment market share of Unilever is declining every year, despite of high industry sales growth rate. 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. Name of the Matrix is derived from the firm name.

It is difficult for companies to sustain all the division of the company at once. Investment in Marmite in recent years has been largely limited to advertising campaigns. InUnilever generated highest revenue in consumer goods industry.

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.

Firstly, matriix growth may be directly influenced by Unilever due to ncg market power. 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.

Enter your email address: Question mark are those segments which have low relative market share and operates in high sales growth industry. Asia geographical division also comes into the fold of stars. 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.

Cash cows can be characterized as those segment, which have high relative market share and competing in the low sale growth industry.


BCG Matrix Analysis of Unilever

Unilever headquarter, is located in London, United Kingdom. The four quadrant framework bbcg segments in to the following categories; Dogs, Question mark, Cash Cows and Stars.

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:. Email required Address never made public.

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. You are commenting using your WordPress.

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.

Its products are available in countries around the globe.

Each category suggest different unilevre for the segment. Unilever has around four hundred brands. In terms of geographical segment Europe comes into the category of question mark because Europe contribute the lowest share in company revenue. For example, Unilever claimed in that the soups market declined in developed markets. T his long term perspective is a key strength hnilever the BCG Matrix as a strategic tool.

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 food segment fall into the category of question mark.

BCG Matrix Analysis of Unilever | | BCG Matrix Analysis

matrrix In this article we will be discussing the detailed BCG matrix of Unilever. 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. Those segments are considered to be Stars, which have high relative market share and compete in high sale growth industry.

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 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 unilevet, oral care products and deodorants.


Fortunately Unilever has no such segment which fall into the category of Dogs. Global revenue share of the Unilever Group from bcggby product segment.

Unilever: BCG Matrix | the Marketing Agenda

However, there are still a couple of cautions to be considered when using it. You are commenting using your Facebook account. To find out more, including how lf control cookies, see here: Unilever, is a consumer goods producer multinational company. By continuing to use this website, you agree to their use.

Unilever was established inby the merger of margarine Company and soap making company namely; Margarine Unie and lever brothers. This framework is depict 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.

This framework help the organization to formulate strategies for each segment or division, according to its need.

Fill in your details below or click an icon to log in: This is a four dimensional graph each dimension states the position of the company segment in the industry. 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.

Subscribe US Now