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: Nikosho Moogukazahn
Country: Mali
Language: English (Spanish)
Genre: Health and Food
Published (Last): 9 May 2015
Pages: 336
PDF File Size: 1.43 Mb
ePub File Size: 6.42 Mb
ISBN: 449-7-49085-902-7
Downloads: 74788
Price: Free* [*Free Regsitration Required]
Uploader: Dout

Asia geographical division also comes into the fold of stars.

Question mark are those segments which have low relative market share and operates in high sales growth industry. Both industries have witnesses decline in sales. Unilever food segment fall into the category of question mark.

BCG Matrix Analysis of Unilever

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. Enter your email address: Unilever headquarter, is located in London, United Kingdom.

Global revenue share of the Unilever Group from toby product segment. To find out more, including how to control cookies, see here: In this article we will be discussing the detailed BCG matrix of Unilever.

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. Often relatively young brands, they are yet to maximise their potential within the industry and mayrix require greatest investment from the success of Cash Cow brands in order to exploit the fast market growth ahead of competitors.

Email required Address never made public. 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 fo 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.


You are commenting using your Facebook account.

BCG Matrix Analysis of Unilever | | BCG Matrix Analysis

Such segments are crucial for the company and plays a vital role in the sustenance of company. Name of the Matrix is derived from the firm name. You are commenting using your Twitter account. Fill matgix your details below or click an icon to log in: InUnilever generated highest revenue in consumer goods 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. Notify me of new comments via email.

In terms of geographical segment Europe comes into the category of question mark because Europe contribute the lowest share in company revenue. This framework help the organization to formulate jnilever for each segment or division, according to its need. 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.

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. It is difficult for companies to sustain all the division of the company at once.

Cash cows can be characterized as those segment, which have high relative market share and competing in the low sale growth industry. Investment in Marmite in recent years has been largely limited to advertising campaigns. Unilever was established inby the merger of margarine Company and soap making company namely; Margarine Unie and lever brothers. Despite its existing stature, continued investment in the patented TESS technology which matriz the natural essence pressed from freshly picked leaves enabled a global re-launch of Lipton Yellow Label that fuelled growth of 5.


Its products are available in countries around the globe. The premise of the BCG Matrix is that all products or brands can be classified as one of the following categories, based on its bgc share and market growth:. Excellent portfolio management by Unilever will see T2 become the future Dove or Tipton, before naturally becoming mmatrix Marmite and subsequently another Slim-Fast, but smart investments will prolong the growth stages and hold off the decline.

Company ought to invest more on product development to beat its competitor and increase its market share in food industry. The four quadrant framework characterize segments in to the following categories; Dogs, Question mark, Cash Jnilever and Stars. Food segment market share of Unilever is declining every year, despite of high industry sales growth rate.

By continuing to use this website, you agree to their use. These are the dead-end products whose time has been and gone and likely most offer no future profits. This is a four dimensional graph each dimension states the position of the company segment in the industry. Unilever is one of the largest producer of consumer goods and mostly such companies do not have Dogs in their company.