BCG Model

TOWS Matrix

TOWS MatrixSO StrategiesStrategies that enable competitive advantage, external opportunities match well with internal strengths, allows for competitive advantage to be built and maintained.TOWS MatrixST StrategiesMitigation Strategies, firm possesses internal strengths that facilitates neutralization of external threats, may lead to temporary advantage if competitors are impacted by environmental threats.TOWS MatrixWO StrategiesAcquisition/Development Strategies, situation where strategies are formulated to acquire or develop new resources/capabilities to take advantage of external opportunities.TOWS MatrixWT StrategiesConsolidation/Exit Strategies, if firms cant find ways to convert weaknesses to strengths via acquisition/development, exit from market is recommended.BCG MATRIXBCG Model

The BCG matrix method is based on the product lifecycle theory that can be used to determine what priorities should be given in the product portfolio of a business unit.

To ensure long-term value creation, a company should have a portfolio of products that contains both high-growth products in need of cash inputs andlow-growth products that generate a lot of cash.

It has 2 dimensions: market share market growth

The basic idea behind it is that the bigger the market share a product has or the faster the product's market grows the better it is for thecompany.

7Growth-Share Matrix Developed by the Boston Consulting Group

9HULIndia's largestfast moving consumer goodscompany.Hindustan Unilever's distribution covers over 1 million retail outlets across India directly.Its products are available in over 6.3 million outlets in the country, nearly 80% of all retail outlets in India.It estimates that two out of three Indians use its many home and personal care products, food and beverages.10HUL PRODUCTS

Personal wash:-Lux, Lifebuoy, Liril ,Hamam, Breeze, Moti , Dove, Pears and RexonaLaundry:-Surf,Excel, sun light, Rin ,Wheel & Ala bleechDishwasher :-VimIce cream :- Kwality wallsDisinfectants:-Domex, cif11Foods:-Kissan,Jam,Ketchup,Squashes,AnnapurnaAata and salt, KnorrSoups and Modern BreadBeauty Products:- Fair &Lovely,Lakme,Ponds, Vaselineand AvianceBeverages:-Tea:-Brooke bond,Lipton, taj mahalCoffee:-Brooke bond bruWater Purifier:-Pureit

12Hair-Care:-Sunsilk naturals, Clinic , Dove and LifebuoyOral-Care:-Pepsodent and Close-upDeo spray:-Axe and RexonaAyurvedic Personal & health care:-Ayush

13.

StarLuxSunsilkFair and LovelyKissanPondsSurf ExcelAnna purna attavim

Question MarkRinPepsodentDomexPureitSun light

Cash Cow

AxeVaseline Bru3roses RedlabelCloseupPears

Dogs

WheelModern BreadBreeze

Market share Growth rate14LuxLux isa star for HUL.

Lux enjoysa marketshareof16%.

This industry has a high growthrateof10%.

HULcomeswith differentvariants in Lux quite frequently in order to maintain their position.

15SunsilkSunsilk is a Star for HUL.

HUL holds 47.8%marketshare in the shampoo industry.

Sunsilk has 32% marketshare. Like Lux,it also has different variants.

16Fair and LovelyThe Rs 3,000-crore skincare market in India, whereHUL is the leader with an estimated 70 per centmarketshare,ishaving a rapid growth.

Marketshare ofFair and lovely is around 60%.

Majorcompetitors-Garnier,Fairglow,Emami,Nivea.

Star for HUL

17RinThe Rs13,000 crore Indian detergent market is the largest segmentin the consumer goods sector.

Hul has 35% market share in detergent industry.

Rin has only 4.8%marketshare.

Rin is a Question Mark for HUL.

Major Competitor Tide.

18WheelMainly for low based income.

Marketshare is falling.

Dog for HUL.

Competitorsare Nirma,Fena

19PepsodentMarketshare is 13.81%

Question mark forHUL.

HUL has a marketshare of 30% in the 5000 plus croreoral care business.

Major Competitors-Colgate,Crest,Oralb,Dabur.

20AXECash cow for HUL

Marketshare of70%in 200crore market.

CompetitorsNike,Parkavenue.

21PondsMarketshare of 65%in 7 billion talcum powder market .

Star for HUL.

Competitors areJohnson & Johnson ,Cinthol, Spinz.

22VaselineMarketshare of90%.

Cash Cow for HUL.

Competitor Johnson & Johnson.

23DomexMarketshare is only 20% .

Question mark forHUL.

Major competitors-Harpic(70%),Savlon.

24Kissan KetchupThe ketchup market in India is estimated to be around Rs 220 crore, largelydominated by Nestle Maggi that owns 47% of themarketand the Kissan that owns26%.

Majorcompetitors Heinz, Maggi.

Star for HUL

25Surf ExcelHasa marketshareof37 %in 9000 croreMarket.

Star for HUL

Competitors Tide,Ariel.

26Annapurna AttaMarketshare of Annapurna Atta is 26% compared to Aashirvad Attaof ITC(40%).

Star for HUL

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