HUL BCG Matrix.

1. HUL
1 “We meet everyday needs for nutrition, hygiene
and personal care with brands that help people
feel good, look good and get more out of life.”

2. COMPANY’S PROFILE
 Owned by the British-Dutch company Unilever
which controls 52% majority stake in HUL.
HUL
 Formed in 1933 as Lever Brothers India Limited.
 India's largest consumer goods company based
in Mumbai, Maharashtra.
 Company was renamed in June 2007 as
“Hindustan Unilever Limited”.
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3. CONTINUED . . . . . .
 Hindustan Unilever's distribution covers over 2
million retail outlets across India directly.
HUL
 Its products include foods, beverages, cleaning
agents and personal care products.
 Has an employee strength of over 16,500
employees.
 Has annual turnover of around Rs.20736 crores
in 2011-12. 3

4. WHAT IS BCG MATRIX?
 BCG matrix is often used to prioritize which
products within company product mix get more
funding and attention
HUL
 It has 2 dimensions: MARKET SHARE &
MARKET GROWTH and 4 category Stars, Cash
cows, Dogs, Question marks ?
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5. ASSUMPTIONS OF BCG
1. This matrix assumes that a larger market share
in a growth market leads to profitability. An
effort to obtain a large market share in a slowly
HUL
growing market requires too much cash.
2. The higher the growth rate, the easier to gain
market share.
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6. HUL
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7.  DOG
 It has a small market share in a mature industry.
 A dog may not require substantial cash because dogs
have low market share and a low growth rate and
thus neither generate nor consume a large amount of
cash.
HUL
 QUESTION MARK (Problem Child)
 It has a small market share in a high growth market.
 Question marks are growing rapidly and thus
consume large amounts of cash, but because they
have low market shares they do not generate much
cash.
 It has the potential to gain market share and become
a star, and eventually a cash cow when the market
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growth slows.

8.  STAR
 It has a large market share in a fast growing
industry.
 Stars generate large amounts of cash because of their
strong relative market share, but also consume large
amounts of cash because of their high growth rate.
HUL
 CASH COW
 It has a large market share in a mature, slow
growing industry.
 As leaders in a mature market, they exhibit a return
on assets that is greater than the market growth
rate, and thus generate more cash than they
consume.
 Such business units should be "milked", extracting
the profits and investing as little cash as possible. 8

9. HUL PRODUCT MIX
The entire product range of HUL can be visualized in
terms of the following of the following segments:
 FOOD BRANDS
HUL
(KISSAN, ANNAPURNA, KNORR, KWALITY WALLS, BROKE
BOND, TAJ MAHAL)
 HOME CARE BRANDS
(SURF EXCEL, VIM, WHEEL, RIN, BLEACH, DOMEX)
 PERSONAL CARE BRANDS
(PEPSUDENT, CLOSE UP, AXE, REXONA, SUNSILK, DOVE
, LIFEBUOY, LIRIL, LUX, PEARS, FAIR &
LOVELY, LAKEME, PONDS, VASELINE, ETC.)
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10. GROWTH AND MARKET
SHARE
HUL
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11. MARKET GROWTH ANALYSIS
HUL
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Figures are acc. To CII survey, braket are for previous figures.

12. MARKET SHARE ANALYSIS
HUL
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13. HUL
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14. BCG OF HUL
HUL
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15. HUL
PRESENTED BY:
RAHUL BANGA
RACHITA MOHANTY
EKTA UNIYAL
GURJANT SINGH SANDHU 15