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 Anglo-
Dutch 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  Rin
 Fair & Lovely  Pepsodent
 Kissan Ketchup  Domex
 Surf Excel

COW DOGS
 Axe
 Vaseline Jelly  Wheel
THANK YOU