1. BCG MATRIX
By,
Alexander Williams
MBA

2. BCG MATRIX
 Origin – Boston Consulting Group, 1970’s
 Business units classified in to 4 categories.
 Helps organizations to allocate their cash in
profitable business
 Portfolio Analysis Tool
“MARKET SHARE”
&
“MARKET GROWTH”
 Classified as “HIGH” or “LOW”.
 Also where to apply other resources.

3.  STAR
“HIGH GROWTH”
“HIGH MARKET SHARE”
 CASH COW
“LOW GROWTH”
“HIGH MARKET SHARE”
 QUESTION MARKS
“HIGH GROWTH RATE”
“LOW MARKET SHARE”
 DOGS
“LOW GROWTH RATE”
“LOW MARKET SHARE”

4. HINDUSTAN UNILEVER
 Country‟s largest fast-moving consumer goods (FMCG) company.
 Market Value – Approx. Rs 1,00,000 Crore.
 Incorporation – 1933
 Turnover – Around 21,736 Crores (F.Y – 2011-‟12)
 Profit for the F.Y 2011-‟12 – Rs.2691 Crore
 Employees More than 16000 employees including
over 1500 managers
 HUL is a part of the €44.3 billion Unilever Group
 Reach 6.4 million retail outlets which includes direct reach to over
2 million retail outlets.
 Two R&D centres in India in Mumbai and Bangalore

5. Hindustan UnilEver
BUSINESS PORTFOLIO
FOOD AND DRINK
HOMECARE
PERSONAL CARE
WATER PURIFIER CHEMICALS, AGRI, FERTILIZERS AND ANIMAL FEEDS

6. Segment Revenue(Cr.) Market Share(%) Growth Share
2011 2012
Food and Drinks 1162 1341 18.0 High Low
Homecare 8683 10,488 48.1 High High
Personal Care 5750 6746 31.0 High Low
Agriculture - - - Low Low
Others(water,che.) 1474 581 2.9 Low High
H o Homecare oFood an Drinks
i oPersonal Care
g
Growth Rate
h
L o Others(Water) o Agriculture etc.
0
w
High Low
Market Share

7.  Maximum revenue growth was in soaps and detergents.
 Water
 The company's chemical and water business trimmed its loss to Rs 8
crore compared with Rs 18 crore in the same period last year. The
revenue under the „others‟ category stands at 2.9 per cent. Analysts
estimate this is largely accounted for by the water segment.
 Sale of HUL‟s “PUREIT” water purifier – 4.5 million units sold.
 Sale of Tata Groups “SWACH” - 5 Lakh units.
 Personal Care(Beauty Category):
 Lakme and Elle 18 rank first and second
 Value shares in 2011 for Lakme and Elle stood at 17.7 per cent and
11.3 per cent, respectively, compared to Revlon‟s 4.2 per cent and
Maybelline‟s 2.5 per cent.