TOWS Matrix

TOWS Matrix
SO Strategies
• Strategies that enable competitive
advantage, external opportunities
match well with internal strengths,
allows for competitive advantage to
be built and maintained.
TOWS Matrix
ST Strategies
• Mitigation Strategies, firm possesses
internal strengths that facilitates
neutralization of external threats,
may lead to temporary advantage if
competitors are impacted by
environmental threats.
TOWS Matrix
WO Strategies
• Acquisition/Development Strategies,
situation where strategies are
formulated to acquire or develop new
resources/capabilities to take
advantage of external opportunities.
TOWS Matrix
WT Strategies
• Consolidation/Exit Strategies, if firms
can’t find ways to convert
weaknesses to strengths via
acquisition/development, exit from
market is recommended.
BCG MATRIX
BCG Model

 The BCG matrix method is based on the product lifecycle
theory that can be used to determine what priorities should
be given in the product portfolio of a business unit.

 To ensure long-term value creation, a company should have a
portfolio of products that contains both high-growth
products in need of cash inputs and low-growth products
that generate a lot of cash.

 It has 2 dimensions:
 market share
 market growth

 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.


Growth-Share Matrix Developed by the
Boston Consulting Group
HUL
 India's largest fast moving consumer
goods company.
 Hindustan Unilever's distribution covers
over 1 million retail outlets across India
directly.
 Its products are available in over 6.3
million outlets in the country, nearly 80% of
all retail outlets in India.
 It estimates that two out of three Indians
use its many home and personal care
products, food and beverages.
HUL PRODUCTS

Personal wash:-
 Lux, Lifebuoy, Liril ,Hamam, Breeze, Moti ,
Dove, Pears and Rexona
Laundry:-
 Surf ,Excel, sun light, Rin ,Wheel & Ala
bleech
Dishwasher :-
 Vim
Ice cream :-
 Kwality walls
Disinfectants:-
 Domex, cif

Foods:-
 Kissan,Jam,Ketchup,Squashes,AnnapurnaAata and
salt, Knorr Soups and Modern Bread
Beauty Products:-
 Fair &Lovely,Lakme, Ponds, Vaseline and Aviance
Beverages:-
Tea:-
 Brooke bond,Lipton, taj mahal
Coffee:-
 Brooke bond bru
Water Purifier:-
 Pureit


Hair-Care:-
 Sunsilk naturals, Clinic , Dove and
Lifebuoy
Oral-Care:-
 Pepsodent and Close-up
Deo spray:-
 Axe and Rexona
Ayurvedic Personal & health care:-
 Ayush






.

Star
Lux
Sunsilk
Fair and Lovely
Kissan
Ponds
Surf Excel
Anna purna atta
vim

Question Mark
Rin
Pepsodent
Domex
Pureit
Sun light



Cash Cow

Axe
Vaseline
Bru
3roses
Redlabel
Closeup
Pears

Dogs



Wheel
Modern Bread
Breeze

Market share
G
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t
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a
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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
centmarket 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
croreoral care business.

 Major Competitors-Colgate,Crest,Oralb,Dabur.

AXE

 Cash cow for HUL

 Market share of 70%in 200 crore market.

 Competitors Nike,Parkavenue.

Ponds

 Market share of 65% in 7 billion talcum powder
market .

 Star for HUL.

 Competitors are Johnson & Johnson ,Cinthol, Spinz.

Vaseline
 Market share of 90%.

 Cash Cow for HUL.

 Competitor Johnson & Johnson.

Domex
 Market share is only 20 % .

 Question mark for HUL.

 Major competitors-Harpic(70%),Savlon.


Kissan Ketchup
 The ketchup market in India is estimated to be
around Rs 220 crore, largely dominated by Nestle
Maggi that owns 47% of the market and the Kissan
that owns26%.

 Major competitors Heinz, Maggi.

 Star for HUL

Surf Excel

 Has a market share of 37 % in 9000 croreMarket.

 Star for HUL

 Competitors Tide,Ariel.

Annapurna Atta
 Market share of Annapurna Atta is 26% compared to
Aashirvad Atta of ITC(40%).

 Star for HUL