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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Unilever: BCG Matrix | the Marketing Agenda

Home nuilever 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.

Unilever is one of the largest producer of consumer goods and mostly such companies do not have Dogs in their uni,ever. Enter your email address: 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.

Notify me of new comments via email. You are commenting using your Facebook account. Cash cows can be characterized as those segment, which have high relative market share and competing in the low bcf growth industry.

Firstly, market growth may be directly influenced by Unilever due to its market power. Company ought to invest more on product development to beat its competitor and increase its market share in food industry.

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 ov the growth stages and hold off the decline. 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 headquarter, is located in London, United Kingdom.

For example, Unilever claimed in that the soups market declined in developed markets. Global revenue share of the Unilever Group from toby product segment. 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.


It is difficult for companies to sustain all the division of the company at uunilever. 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. The four quadrant framework characterize segments in to the following categories; Dogs, Question mark, Cash Cows and Stars.

In terms of geographical segment Europe comes into the category of question mark because Europe contribute the lowest share in company revenue.

By continuing to use this website, you agree to their use. Those segments are considered to be Stars, which have high relative market share bg compete in high sale growth industry.

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.

Asia geographical division also comes into the fold of stars. InUnilever generated highest revenue in consumer goods industry. Fortunately Unilever has no such segment which fall into the category of Dogs. Food segment market share of Unilever is declining every year, despite of high industry sales growth rate.

Often relatively young amtrix, 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. Unilever, is a consumer goods producer multinational company.

Both industries have witnesses decline in sales.

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. Such segments are crucial for the company and plays a vital role in the sustenance of company. 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.

Question mark are those segments which have low relative market share and operates in high sales growth industry. Leave a Reply Cancel reply Enter your comment here 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 unilrver 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 matrx deodorants.


This site uses cookies. To find out more, including how unileever control cookies, see here: Name of the Matrix is derived from the firm name. 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

T his long term perspective is a key strength of the BCG Matrix as a strategic tool. These are the dead-end products whose time has been and gone and likely most offer no future profits. Each category suggest different strategies for the segment. However, such segment, which fall into the category of dogs, better be sold. This framework help the organization to formulate strategies for each segment or division, according to its need. Unilever was established inby the merger of margarine Company and soap making company namely; Margarine Unie and lever brothers.

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Fill in your details below or click an icon to log in: 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: It was very helpful. However, there are still a couple of cautions to be considered when using it. 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.