The document discusses the BCG matrix, which was created by Bruce Henderson in 1970 to help companies analyze their business units. The BCG matrix uses market growth rate and market share to classify business units into four categories: stars, cash cows, question marks, and dogs. It then provides descriptions of each category and how they affect resource allocation and cash flow. The document also provides an overview of Hindustan Unilever Limited (HUL), India's largest consumer goods company, and analyzes HUL's product portfolio using the BCG matrix framework.

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BCG MATRIX
 BCG Matrix a.k.a. Growth-Share Matrix, Boston Box,
Boston Matrix, Boston Consulting Group analysis.
 Created by Bruce Henderson for the Boston
Consulting Group in 1970 to help corporations with
analyzing their business units or product lines.
 This helps the company allocate resources and is
used as an analytical tool in brand marketing, product
management, strategic management, and portfolio
analysis.

4. QUESTION MARK
It has a small market
share in a high growth
market.
Question marks are
growing rapidly and
thus consume large
amounts of cash, but
because they have low
market shares they do
not generate much
cash.
MARKETING PROCESS
 It has a small market
share in a mature
industry.
 A dog may not require
substantial cash
because dogs have low
market share and a low
growth rate and thus
neither generate nor
consume a large
amount of cash.
DOG

5. STAR
It has a large market
share in a fast growing
industry.
•Stars generate large
amounts of cash
because of their
strong relative market
share, but also
consume large
amounts of cash
because of their high
growth rate.
CASH COW
It has a large market
share in a mature, slow
growing industry.
As leaders in a mature
market, they exhibit a
return on assets that is
greater than the
market growth rate,
and thus generate
more cash than they
consume.
MARKETING PROCESS

7. Owned by the British-Dutch company Unilever which
controls 52% majority stake in HUL.
Formed in 1933 as Lever Brothers India Limited.
India's largest consumer goods company based
in Mumbai, Maharashtra.
Company was renamed in June 2007 as “Hindustan
Unilever Limited”.

8. •. (KISSAN,ANNAPURNA,
KNORR, KWALITY
WALLS, BROKE BOND,
TAJ MAHAL)
HOME CARE
BRANDS
•. (SURF EXCEL, VIM,
WHEEL, RIN, BLEACH,
DOMEX)
HUL Product Mix
FOOD BRANDS
PERSONAL CARE BRANDS
(PEPSUDENT, CLOSE UP,
AXE, REXONA, SUNSILK,
DOVE , LIFEBUOY, LIRIL,
LUX, PEARS, FAIR & LOVELY,
LAKEME, PONDS, VASELINE,

9. Growth And Market Share

10. Market Growth Analysis

11. Market Share Analysis

13. BCG of HUL