HUL1 “We meet everyday needs for nutrition, hygiene and personal care with brands that help people feel good, look good and get more out of life.”
COMPANY’S PROFILE Owned by the British-Dutch company Unilever which controls 52% majority stake in HUL. HUL Formed in 1933 as Lever Brothers India Limited. Indias largest consumer goods company based in Mumbai, Maharashtra. Company was renamed in June 2007 as “Hindustan Unilever Limited”. 2
CONTINUED . . . . . . Hindustan Unilevers distribution covers over 2 million retail outlets across India directly. HUL Its products include foods, beverages, cleaning agents and personal care products. Has an employee strength of over 16,500 employees. Has annual turnover of around Rs.20736 crores in 2011-12. 3
WHAT IS BCG MATRIX? BCG matrix is often used to prioritize which products within company product mix get more funding and attention HUL It has 2 dimensions: MARKET SHARE & MARKET GROWTH and 4 category Stars, Cash cows, Dogs, Question marks ? 4
ASSUMPTIONS OF BCG1. This matrix assumes that a larger market share in a growth market leads to profitability. An effort to obtain a large market share in a slowly HUL growing market requires too much cash.2. The higher the growth rate, the easier to gain market share. 5
DOG 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. HUL QUESTION MARK (Problem Child) 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. It has the potential to gain market share and become a star, and eventually a cash cow when the market 7 growth slows.
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. HUL 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. Such business units should be "milked", extracting the profits and investing as little cash as possible. 8
HUL PRODUCT MIXThe entire product range of HUL can be visualized interms of the following of the following segments: FOOD BRANDS HUL (KISSAN, ANNAPURNA, KNORR, KWALITY WALLS, BROKE BOND, TAJ MAHAL) HOME CARE BRANDS (SURF EXCEL, VIM, WHEEL, RIN, BLEACH, DOMEX) PERSONAL CARE BRANDS (PEPSUDENT, CLOSE UP, AXE, REXONA, SUNSILK, DOVE , LIFEBUOY, LIRIL, LUX, PEARS, FAIR & LOVELY, LAKEME, PONDS, VASELINE, ETC.) 9