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.”
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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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
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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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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HUL
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 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.
 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
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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GROWTH AND MARKET
SHARE

HUL
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 MARKET GROWTH ANALYSIS

HUL
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Figures are acc. To CII survey, braket are for previous figures.
MARKET SHARE ANALYSIS

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HUL
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BCG OF HUL

HUL
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 HUL
PRESENTED BY:
RAHUL BANGA
RACHITA MOHANTY
EKTA UNIYAL
GURJANT SINGH SANDHU 15