BCG MATRIX

BRIEF HISTORY
HUL was formed in 1933 with the merger of Lever Brothers and Hindustan Vanaspati Mfg. co. ltd. Nitin Paranjpe is the CEO Its headquarters is in Mumbai It has employee strength of 16,500 but indirectly contributes employment of over 65000 employees

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HUL distribution covers over 2 million retail outlets across India directly and its products are available in over 6.4 million retail outlets in the country As per Nielsen market research 2 out of 3 Indians use HUL products

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HUL is the market leader in Indian consumer products with presence in over 20 consumer categories such as soaps, tea, detergents and shampoos amongst others with over 700 million Indian consumers using its products.

RELATIVE MARKET SHARE

Market share is the percentage of the total market that is being serviced by your company, measured either in revenue terms or unit volume terms. RMS = Business unit sales this year Leading rival sales this year

GROWTH RATE
Market growth is used as a measure of a markets attractiveness. MGR = Individual sales - individual sales this year last year Individual sales last year

PRODUCT MIX

LUX
Lux enjoys a market share of 16%
This industry has a high growth rate of 10%

SUNSILK
Sunsilk has 32% market share
HUL holds 47.8% market share in the shampoo

FAIR & LOVELY

The 3000 crore skincare market in India, where HUL is the leader with an estimated 70% market share with high rapid growth Market share of fair & lovely is around 60%

PONDS TALCUM POWDER

Market of talcum powder is 7 billion
HUL has market share of 65%

SURF EXCEL
The market of detergent in India is 9000 crore
HUL has 37% market share

ANNAPURNA ATTA
Market share is 26%

KISSAN KETCHUP
The ketchup market in India is estimated to be around Rs 220 crore
Kissan has market share of 26%

QUESTION MARKS ???

RIN
HUL has 35% market share in detergent industry Rin has only 5% market share

Pepsodent
Its has market share of 14%

Domex
It has market share of 20%

CASH COWS
Axe
It has market share of 70% in 200 crore market

Vaseline petroleum jelly

It has market share of 90%

DOGS
Wheel
Mainly for low income group Market share is falling

BENEFITS
BCG MATRIX is simple and easy to understand.
It helps you to quickly and simply screen the opportunities open to you, and helps you think about how you can make the most of them. It is used to identify how corporate cash resources can best be used to maximize a companys future growth and profitability.

LIMITATIONS
BCG MATRIX uses only two dimensions, Relative market share and market growth rate.
Problems of getting data on market share and market growth. High market share does not mean profits all the time. Business with low market share can be profitable too.