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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Name of the Matrix is derived from the firm name. Investment in Marmite in recent years has been largely limited to advertising campaigns. In terms of geographical segment Europe comes into the category of question mark because Europe contribute the lowest share in company revenue.
Unilever: BCG Matrix | the Marketing Agenda
Such segments are crucial for the company and plays a vital role in the sustenance of company. 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. Simply keeping them on the market is wasting resources generated by Star and Cash Cow brands.
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. By continuing to use this website, you agree to their use.
BCG Matrix Analysis of Unilever
This framework help the organization to formulate strategies for each segment or division, according to its need. Cash cows can be characterized as those segment, which have high relative market share and competing in the low sale 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 has to focus on this segment to turn this division into star because the industry has the potential to grow in terms of sales. 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 products, oral care products and deodorants.
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: To find out more, including how to control cookies, see here: Unilever was established inby the merger of margarine Company and soap making company namely; Margarine Unie and lever brothers.
It was very helpful. 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.
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, market growth may be directly influenced by Unilever due to its market power. Unilever has around four hundred brands. Email required Address never made public. You are commenting using your Facebook account. 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.
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 unklever. Unilever food segment matris into the category of question mark. 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 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:.
Its products are available in countries around the globe. 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 oof to be reinvested into Stars or Problem Child brands.
This bccg a four dimensional graph each dimension states the position of the company segment in the industry. Asia geographical division also comes into the fold of stars.
BCG Matrix Analysis of Unilever | | BCG Matrix Analysis
Dogs are those segment which have low relative market share and are operating in high sale growth industry. Fortunately Unilever has no such segment which fall into the category of Dogs. 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.
Home care and refreshment segments of Unilever can be labelled as Cash cows because both have high market share in low growth industry. Company ought to invest more on product development to beat its competitor and increase its market share in food industry.
Leave a Reply Cancel reply Enter your comment here However, such segment, which fall into the category of dogs, better be sold. It is difficult for companies to sustain all the division of the company at once. Both industries have witnesses decline in sales.