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Unilever Portfolio Analysis

Unilever is a global consumer goods company headquartered in London. It produces personal care, food, and cleaning products and has around 400 brands that are sold in 190 countries. Some of Unilever's most popular brands are Knorr, Lipton, Surf, Heartbrand frozen yogurts, Euro, Omo, Rexona, Lux, and Sunsilk. According to Unilever's BCG matrix analysis, star products with high market share and growth like Lipton require continued investment. Cash cow products with high market share but low growth like Surf and Ponds generate profits. Question mark products with low market share but high growth like Clear shampoo require investment to maximize potential.

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3K views3 pages

Unilever Portfolio Analysis

Unilever is a global consumer goods company headquartered in London. It produces personal care, food, and cleaning products and has around 400 brands that are sold in 190 countries. Some of Unilever's most popular brands are Knorr, Lipton, Surf, Heartbrand frozen yogurts, Euro, Omo, Rexona, Lux, and Sunsilk. According to Unilever's BCG matrix analysis, star products with high market share and growth like Lipton require continued investment. Cash cow products with high market share but low growth like Surf and Ponds generate profits. Question mark products with low market share but high growth like Clear shampoo require investment to maximize potential.

Uploaded by

Maham Raza
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© © All Rights Reserved
We take content rights seriously. If you suspect this is your content, claim it here.
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Unilever Portfolio Analysis

Unilever, is a consumer merchandise maker worldwide organization. Unilever headquarter, is


situated in London. Unilever was built up in 1930, by the merger of margarine Organization and
cleanser making organization in particular; Margarine Uni and switch siblings. In 2012, Unilever
produced most noteworthy income in customer products industry. It bargains in the
accompanying purchaser items, which are as pursue; individual consideration items, drinks, and
nourishment and cleaning specialists. Unilever has around 400 brands. Its items are accessible in
190 nations around the world. The most selling brands of Unilever are; Knorr, Lipton Rama,
Surf, Heart brand Frozen yogurts, Euro, Omo, Rexona, Lux and Sunsilk.

Market Shares and Growth of Unilever


Some products of Market shares and Market Growth are below:

BCG Matrix of Unilever


Star (HIGH Market Share, HIGH Market Growth)
Those are manufacturers very plenty at their peak, holding a huge market proportion in very an
awful lot a growing market – consequently requiring continued funding to preserve or enhance
their function, as competition always enter the marketplace and innovate. for unilever, a top
example of this is lipton, the arena’s high-quality promoting tea logo. regardless of its current
stature, endured funding in the patented tess generation (which uses the herbal essence pressed
from freshly picked leaves) enabled a international re-launchOf lipton yellow label that fuelled
growth of 5.6% in the remaining years.
Star Products are:
• Lipton
• Lux
• Sunsilk
• Wall’s
• Fair & lovely
• Rafhan
• Energile
Cash Cows(HIGH Market Share, LOW Market Growth)
Cash cows may be characterized as the ones phase, that have high relative market proportion and
competing within the low sale growth industry. domestic care and refreshment segments of
unilever may be labelled as cash cows because both have high marketplace percentage in low
growth industry. both industries have witnesses decline in sales. such segments are crucial for the
enterprise and performs a essential function inside the sustenance of organisation. in phrasesOf
geographical section the usa section comes into the class of cash cows around 33% of enterprise
revenue is generated by way of the usa segment each 12 months.
Cash Cow Products are:
• Surf excel
• Ponds
• Lipton
• Close up
• Blue band
• Lifebuoy soap
• Rexona
• Knorr
Problem Child/ Question Mark (LOW Market Share, HIGH Market Growth)
Those may be defined as tomorrow’s bread-winners (stars). frequently highly younger brands,
they may be yet to maximize their ability inside the industry and therefore require finest
investment from the success of coins cow manufacturers as a way to take advantage of the fast
market boom beforehand of competitors. the extra profit from brands like marmite has
beenReinvested into new innovative manufacturers like t2, the quick-developing top class tea
brand in australia, and new products like small & mighty liquid detergent, beneath the omo logo
(persil within the united kingdom), which concentrates the equal wide variety of washes into a
bottle one 0.33 of the size.
Question Mark Products are:
• Clear shampoo
• Rin
• Comfort
Dogs(LOW Market Share, LOW Market Growth)\
Dogs are the ones section which have low relative market percentage and are working in
excessive sale growth industry. fortunately unilever has no such section which fall into the
category of dogs. unilever is certainly one of the largest Producer of consumer goods and on the
whole such groups do no longer have dogs in their business enterprise. however, such section,
which fall into the category of dogs, better be sold.
• Wheel
• Supreme tea
• Lifebuoy shampoo

Conclusions
There are Unilever Pvt. Ltd products, how they are lying in the BCG matrix is given below:
1. surf excel & lux
The market percentage value of surf excel and lux are excessive and relative market boom fee of
surfexcel and lux are low, that is why surf excel and lux are lying in bcg matrix at cash cow
factor.
2. broke bond supreme & knorr noodles
The market percentage value of broke bond best and knoor noodles are high and relative market
growth charge of broke bond preferrred and knoor noodles are excessive, this is why broke
bondsupreme and knoor noodles are mendacity in bcg matrix at Cash cow and Dogs point.
3. Lifebuoy Shampoo
The market share price of lifebuoy shampoo is low and relative market boom charge of lifebuoy
shampoo is high, that is why lifebuoy shampoo is lying in bcg matrix at. Factor. at this
factor,company makes their investment in this product to get the point of cash cow point and do.
4. Rexona deodorant
The market shareValue of rexona deodorant is low and relative market boom rate of
rexonadeodorant is low, this is why rexona deodorant is mendacity in bcg matrix at cash cow
point.

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