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BCG Matrix (Boston Consulting Group)

The document discusses the BCG matrix of Unilever Pvt Ltd's products. The BCG matrix analyzes products based on their relative market share and market growth rate. It shows that Brooke bond supreme and Knorr noodles have high market share and growth, making them stars. Surf Excel and Lux have high share but low growth, making them cash cows. Lifebuoy shampoo has low share but high growth, placing it in the question mark category. Rexona deodorant has low share and growth, making it a dog. The conclusions examine where each product lies in the BCG matrix.

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Mohammed Sahal
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397 views

BCG Matrix (Boston Consulting Group)

The document discusses the BCG matrix of Unilever Pvt Ltd's products. The BCG matrix analyzes products based on their relative market share and market growth rate. It shows that Brooke bond supreme and Knorr noodles have high market share and growth, making them stars. Surf Excel and Lux have high share but low growth, making them cash cows. Lifebuoy shampoo has low share but high growth, placing it in the question mark category. Rexona deodorant has low share and growth, making it a dog. The conclusions examine where each product lies in the BCG matrix.

Uploaded by

Mohammed Sahal
Copyright
© © All Rights Reserved
Available Formats
Download as PDF, TXT or read online on Scribd
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BCG Matrix (Boston consulting Group):

The Boston consulting group a leading management consulting firm develops and popularized
the growth share matrix as shown in figure.

BCG MATRIX of Unilever Pvt. Ltd:


According to the Unilever Pvt. Ltd, the relative market share and market growth rates of
different products of unilever are given below:-

Name Relative Market Share Market Growth Rate


Brooke bond supreme 41% 45.03%
Knorr noodle 51% 29%
Lux 21% 29.15%
Surf Excel 23% 27.37%
Lifebuoy shampoo 15% 85.03%
Rexona deodorant 2% 8%

BCG MATRIX Figure:

Star ???
Broke bond supreme
Lifebuoy shampoo
Market growth rate

High

Knorr noodles

Cash Cow Dog


Surf excel Rexona deodorant
low Lux

High low

Relative Market Share

Kamran Mukhtiar
Conclusions:
There are the conclusions for Unilever Pvt. Ltd products, how they are lying in the BCG matrix is
given below:

1. Surf Excel & Lux :


The market share value of Surf excel and Lux are high and relative market growth rate of Surf
excel and Lux are low, that is why Surf excel and Lux are lying in BCG Matrix at Cash cow point.

2. Broke bond supreme & Knorr noodles:


The market share value of Broke bond supreme and Knoor noodles are high and relative market
growth rate of Broke bond supreme and Knoor noodles are high, that is why Broke bond
supreme and Knoor noodles are lying in BCG Matrix at Star point.

3. Lifebuoy Shampoo:
The market share value of Lifebuoy Shampoo is low and relative market growth rate of Lifebuoy
Shampoo is high, that is why Lifebuoy Shampoo is lying in BCG Matrix at??? Point. At this point,
Company makes their investment on this product to get the point of CASH COW and STAR in
BCG matrix.

4. Rexona deodorant:
The market share value of Rexona deodorant is low and relative market growth rate of Rexona
deodorant is low, that is why Rexona deodorant is lying in BCG Matrix at Dog point.

Kamran Mukhtiar

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