BY

INTRODUCTION TO BCG
The BCG matrix method is based on the product life

cycle theory that can be used to determine what priorities should be given in the product portfolio of a business unit. According to this technique, businesses or products are classified as low or high performers depending upon their market growth rate and relative market share. The basic idea behind it is that the bigger the market share a product has or the faster the product's market grows the better it is for the company.

INTRODUCTION TO HUL
Hindustan Unilever Limited is India's largest fast

moving consumer goods company. The AngloDutch company Unilever owns a 52% majority stake. HUL was formed in 1933 as Lever Brothers India Limited and came into being in 1956 as Hindustan Lever Limited through a merger of Lever Brothers, Hindustan Vanaspati Mfg. Co. Ltd. and United Traders Ltd. It is headquartered in Mumbai, India and has an employee strength of over 15,000 employees and contributes to indirect employment of over 52,000 people. The company was renamed in June 2007 as Hindustan Unilever Limited.

HUL PRODUCTS
Personal wash:- Lux. Lifebuoy, Liril , Hamam, Breeze, Dove,
Pears and Rexona

Laundry:- Surf Excel, sun light, Rin ,Wheel & Ala bleech. Dishwasher :- Vim Foods:- Kissan(Jam,Ketchup,Squashes), Annapurna(Aata and salt),
Knorr Soups, Modern Bread .

Ice-cream:- Kwality Wall's

HUL PRODUCTS
TEA : Brooke bond, Lipton, Taj mahal. COFFEE: Brooke bond, Bru. COSMETIC PRODUCTS : Fair & Lovely, Lakme, Ponds,

Vaseline.
HAIR-CARE : Sunsilk, Clinic plus, Dove, Life-buoy. ORAL-CARE : Pepsodent, Close-up,

DEO-SPRAY : Axe and Rexona.

PERSONAL CARE

LUX
Lux is a star for HUL.
Lux enjoys a market share of 16%. This industry has a high growth rate of 10%.

HUL comes with different variants in Lux quite

frequently in order to maintain their position.

SUNSILK
Sunsilk is a Star for HUL.
HUL holds 47.8% market share in the shampoo

industry. Sunsilk has 32% market share.Like Lux,it also has different variants.

FAIR AND LOVELY

The Rs 3,000-crore skincare market in India, where

HUL is the leader with an estimated 70 per cent market share,is having a rapid growth. Market share of Fair and lovely is around 60%. Major competitors-Garnier, Fairglow, Emami, Nivea. Star for HUL

RIN
The Rs13,000 crore Indian detergent market is the

largest segment in the consumer goods sector. Hul has 35% market share in detergent industry. Rin has only 4.8% market share. Rin is a Question Mark for HUL. Major Competitor Tide.

WHEEL
Mainly for low based income.
Market share is falling. Dog for HUL.

Competitors are Nirma,Fena

PEPSODENT
Market share is 13.81%
Question mark for HUL. HUL has a market share of 30% in the 5000 plus crore

oral care business. Major Competitors-Colgate,Crest,Oralb,Dabur.

AXE
Cash cow for HUL
Market share of 70%in 200 crore market. Competitors Nike,Park avenue.

VASELINE PETROLEUM JELLY

Market share of 90%.
Cash Cow for HUL. Competitor Johnson & Johnson.

SURF EXCEL
Has a market share of 37 % in 9000 crore Market.
Star for HUL Competitors Tide,Ariel.

The BCG Matrix For HUL

STAR Lux Sunsilk Fair & Lovely Kissan Ketchup Surf Excel COW Axe Vaseline Jelly

?
Rin

Pepsodent Domex

DOGS

Wheel

THANK YOU