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

BCG MATRIX Figure:

Star High Market growth rate

??? Broke bond supreme Lifebuoy shampoo

Knorr noodles Dog

low Cash Cow Surf excel Lux

Rexona deodorant

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