HUL

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.

COMPANYS PROFILE

Owned by the British-Dutch companyUnilever

Formed in 1933 as Lever Brothers India Limited.

India's largestconsumer goods company based

HUL

which controls 52% majority stake in HUL.

inMumbai, Maharashtra.

Company was renamed in June 2007 as

Hindustan Unilever Limited.
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CONTINUED . . . . . .

Hindustan Unilever's distribution covers over 2

HUL

million retail outlets across India directly.

Its products include foods, beverages,cleaning
agentsandpersonal care products.

Has an employee strength of over 16,500

employees.

Has annual turnover of around Rs.20736 crores

in 2011-12.

WHAT IS BCG MATRIX?

HUL

BCG matrix is often used to prioritize which

products within company product mix get more
funding and attention
It has 2 dimensions: MARKET SHARE &
MARKET GROWTH and 4 category Stars, Cash
cows, Dogs, Question marks ?

ASSUMPTIONS OF BCG
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
growing market requires too much cash.

2.

The higher the growth rate, the easier to gain

market share.

HUL

1.

HUL

DOG
It

HUL

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.

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
growth slows.

STAR
It

HUL

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.

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.

HUL PRODUCT MIX

The entire product range of HUL can be visualized in
terms of the following of the following segments:
BRANDS

HOME

CARE BRANDS

(KISSAN, ANNAPURNA, KNORR, KWALITY WALLS, BROKE

BOND, TAJ MAHAL)

HUL

FOOD

(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.)

GROWTH AND MARKET

SHARE
HUL

10

MARKET GROWTH ANALYSIS

HUL

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Figures are acc. To CII survey, braket are for previous figures.

MARKET SHARE ANALYSIS

HUL

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HUL

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BCG OF HUL
HUL

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