Unilever: BCG Matrix

Presentation by
Sunjuk Chakma
Pranti Chakma
Introduction
• A very useful marketing tool in understanding portfolio
management
• BCG Matrix is developed by Bruce Henderson in the early
1970’s
• Business or products are classified as low or high
performance depending upon their market growth rate
and relative market share
Relative Market Share & Market Growth
• Market share- (i)Revenue terms (ii)Unit Terms
• the higher your market share, the higher proportion of the
market you control
• Markets experiencing high growth rate are ones where
the total market share available is expanding and there is
plenty of opportunity for everyone to make money
Global Beauty and Personal Care Products Market Size

• Market size(2023)- USD 496.63 Billion

• Market size(2028)- USD 622.45 Billion
• Growing at CAGR (2023 - 2028)- 4.62%
• Fastest Growing Market- Asia-Pacific
• Largest Market- Asia- Pacific
Unilever
• One of the biggest FMCG company in the world
• Has more than 400 brands
• Operates in more than 190 countries
• Turnover of €50+ billion
• Global beauty and personal care products market
share(2023)- USD 73.52 billion
Unilever Competitors
• Procter and Gamble (P&G)
• Johnson & Johnson
• Nestle
• L'Oréal
• Colgate-Palmolive
Star(High market share, High market growth)
•Brands that are very much at their peak
•Holding a large market share
•Very much growing market
•Requires continuous investment
•Lux soap has 12% and Fair & Lovely has 70% market
share
Competitors: Dove, Vivel, Mamaearth, Emami
Question Mark(Low market share, High market growth)
•Relatively young brands
•Tomorrow’s bread winners(stars)
•Yet to maximise their potential
•Require greatest investment
•Wheel has 16.9% and Lifebuoy has 21% market share
Competitors: Ghadi, Tide, Dettol, Savlon
Cash Cow(High market share, Low market growth)
Dog(Low market share, Low market growth)