S.MOHAMMADUR RAHMANID:681

BCG Matrix Analysis of Unilever products

BCG Matrix is a tool for analyzing market business portfolio based on market growth rate and relative market share. In this method SBU (strategic business units) are categorized into four several sections as: -Question mark -Star -Cash cow -Dog

Products are categorized into four sections according to two factors. They are- Relative market share- this serves as a measure of SBU strength in the market.Market growth rate- this provides a measure of market attractiveness

1. Question Marks (= high market growth rate, low market share)2. Stars (=high market growth rate, high market share)3. Cash Cows (=low market growth rate, high market share)4. Dogs (=low market growth rate, low market share)

Products of UnileverThe products of Unilever which are used in Bangladesh are given below:

LuxPepsodentLipton TaazaPondsLifeboyClose upPure itVaselineDoveColgateSurf liquid hand wash RexonaPearsSurf ExcelClear liquid hand wash SunsilkAxeRinLifeboy liquid hand wash Fair & LovelyBrutWheelVim liquid hand wash Fair & HandsomeDenimVim

Pure it: Pure It is under the question mark category. Because:- 1. Pour it is comparatively a new product of Unilever which has been launched recently. 2. It has just brought 15% relative market share which is not good enough.

Lux: Lux is under the star category. Because:- 1. Lux enjoys a market growth rate of 10% which is so high 2. Lux enjoys a market share of 17% which is so high

Wheel detergent power: Wheel detergent power is under the dog category. Because:- 1. Wheel detergent has lost its popularity 2. Unilever has stopped its production

Colgate: Colgate is under the Cash Cow category. Because:- 1. Its market share is so high (up to 51%) 2. But its growth rate is 11% which is comparatively too low

Rin: Rin detergent is under the question mark category. Because:- 1. It is the latest product of unilever 2. It has been launched against wheel detergent 3. It has got much popularity(so it market growth rate has become high)

Lipton Taaza: Lipton Taaza is a product which is under the dog category. Because:- 1. The quality of Lipton Taaza has fall 2. It has lost its popularity so its market growth rare is too low 3. Its relative market share is also low

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