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 RateBrooke 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:

Mar

ket g

row

th ra

te

High

low

Star Broke bond supreme

Knorr noodles

??? Lifebuoy shampoo

Cash Cow Surf excel Lux

Dog Rexona deodorant

High low

Relative Market Share

Conclusions:

Kamran Mukhtiar

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