Bcg on Hul Essay

Once you know which businesses substructure where in your business portfolio, you also sum to know which businesses need investment fundss, which call for harvesting (making money), which needs disrobeing (reducing investment) and which needs to be completely taken aside of the business portfolio. For a major organization like HUL, ITC etceterawhich experience tenfold categories and within the categories, they take multiple lines of harvest-times the BCG analysis constructs very important. At a holistic level, they get to make a decision on which reaping to continue and which w are to be divested.Which product can hold in novel returns with in force(p) investment, and which products are reaching the apex of securities industry percent. BCG Growth cover Matrix The BCG harvesting per centum matrix was developed by Henderson of the BCG comp some(prenominal) in 1970? s. The matrix classifies businesses / SBUs by 1) Relative Market percent The commercialise share of the business / SBU / Product in the mart as compared to its competitors and overall product / category. 2) Market emergence ramble The yield aim of the industry as a whole is taken into consideration from which the branch rate of the product is extrapolated.This exploitation rate is then pitched on the graph. thence by having 2 basic but at the corresponding time very important factors on X axis and Y axis, the BCG matrix makes sure that the classifications are concrete. Calculating the Market growth rate comprises of both industry growth and product growth rate thereby large a fair knowledge of where the product / SBU stands in relation to the Industry. The purposeetplace share on the other hand comprises of the rivalry and the product potential in the market. therefrom when we consider growth rate and market share together, it automatically gives us an overview of the competition and the industry standards as strong as an idea of what the future might bring for the product. Once the businesses rescue been classified, they are placed into four different quadrants of the matrix. The quadrants of the matrix are carve up into 1) Cash overawe High market share but impression growth rate (most profitable). 2) Stars High market share and High growth rate ( full(prenominal) school competition) 3) Question label Low market share and high growth rate (uncertainty) ) Dogs Low market share and wretched growth rate (less profitable or may even be oppose profitability) On the basis of this classification, strategies are decided for each SBU / Product. Lets discuss the characteristics and strategies of each quadrant in detail. Explanation 1) Cash Cows The cornerstone of any multi product business, hard currency awe are products which are having a high market share ina low growing market. As the market is not growing, that coin cow gains the upper limit advantage by generating maximum tax income due to its high market share. then for any tro upe, the bullion cows are the ones which require to the lowest degree investment but at the same time give high(prenominal) returns. These higher returns enhance the overall profitability of the firm because this excess revenue can be employ in other businesses which are Stars, Dogs or Question mark. In the case of HUL following are the Cash cows like Mass Soaps, Beverages, Oral care and Laundry which are speed very well in the market today, Oral and Mass goo today is doing very good hence it is the cash cows for HUL today.Strategies for cash cow The cash cows are the most stable for any business and hence the strategy generally includes retention of the market share. As the market is not growing, acquisition is less and retention is high. Thus client satisfaction programs, loyalty programs and other such promotional methods form the lens nucleus of the marketing plan for a cash cow product / SBU. 2) Stars The trump product which comes in mind when thinking of Stars is the telecom products.If you look at any top 5 telecom company, the market share is good but the growth rate too is good. Thus because these two factors are high, the telecom companies are always in competitive mode and they have to juggle between investment and harvesting vis investing money and pickings out money time to time. Unlike cash cows, Stars cannot be complacent when they are top on because they can immediately be overtaken by another company which capitalizes on the market growth rate. nevertheless, if the strategies are successful, a Star can become a cash cow in the long run.Just like the products from HUL like Hair Care products, struggle Care products, Premium Soaps & Laundry products, Deodorants and its lately release stain Water (PureIt) Strategies for Stars All types of marketing, sales promotion and advertising strategies are used for Stars. This is because in cash cow, already these strategies have been used and they have resulted in the formation of a cash cow. Similarly in Stars, because of the high competition and rising market share, the concentration and investment needs to be high in marketingactivities so as to increase and retain market share. ) Question Marks Several times, a company might come up with an innovative product which immediately gains good growth rate. However the market share of such a product is unknown. The product might lose client interest and might not be bought anymore in which case it will not gain market share, the growth rate will go down and it will ultimately become a Dog. On the other hand, the product might increase customer interest and more and more people might buy the product thus making the product a high market share product. From here the product can move on to be a Cash Cow as it has lower competition and high market share.Thus Question marks are products which may give high returns but at the same time may also flop and may have to be taken out of the market. This uncertainty gives the quadrant the name Question Mark. The major problem associated with having Question marks is the number of investment which it might need and whether the investment will give returns in the end or whether it will be completely wasted. elegant foods and Color Cosmetics are few of the Question Marks for HUL since it is very obsolete found in the market due to the reason that it is not giving results as much expected in the consumer market today.Strategies for Question marks As they are new entry products with high growth rate, the growth rate needs to be capitalized in such a sort that question marks turn into high market share products. late Customer acquisition strategies are the best strategies for converting Question marks to Stars or Cash cows. Furthermore, time to time market research also helps in determining consumer psychology for the product as well as the realistic future of the product and a hard decision might have to be taken if the product goes into negative profitability. ) Dogs Products are classified as dogs when they have low market share and low growth rate. Thus these products neither generate high amount of cash nor require higher investments. However, they are considered as negative profitability products mainly because the money already invested in the product can be used somewhere else. Thus over here businesses have to take a decision whether they should divest these products or they can revamp them and thereby make them saleable once more which will subsequently increase the market share of the product. Dogs for HUL are its ocean Products which is definitely and alarm for HUL to kill it.Strategies for Dogs Depending on the amount of cash which is already invested in this quadrant, the company can either divest the product solely or it can revamp the product through rebranding / innovation / adding features etc. However, moving a dog towards a star or a cash cow is very difficult. It can be travel only if to the question mark region wher e again the future of the product is unknown. Thus in cases of Dog products, divestment strategy are used. Sequences in BCG Matrix pic advantage Sequence in BCG Matrix The Success sequence of BCG matrix happens when a question mark becomes a Star and lastly it becomes a cash cow.This is the best sequence which really gives a boost to the companys profits and growth. The success sequence unlike the disaster sequence is in all dependent on the right decision making. Disaster sequence in BCG Matrix Disaster sequence of BCG matrix happens when a product which is a cash cow, due to competitive pressure might be moved to astar. It fails out from the competition and it is moved to a question mark and finally it may have to be divested because of its low market share and low growth rate. Thus the disaster sequence might happen because of wrong decision making.This sequence affects the company as a draw poker of investments are lost to the divested product. Along with this the money co ming in from the cash cow which is used for other products too is lost. Results on the strategies for HUL based on the BCG Matrix. There are four strategies possible for any product / SBU and these are the strategies which are used after the BCG analysis. These strategies are 1) Build By increase investment, the product is given an impetus such that the product increases its market share. object lessonPushing a Question mark into a Star and finally a cash cow (Success sequence) ) Hold The company cannot invest or it has other investment commitments due to which it holds the product in the same quadrant. mannequin Holding a star there itself as higher investment to move a star into cash cow is currently not possible. 3) Harvest Best observed in the Cash cow scenario, wherein the company reduces the amount of investment and tries to take out maximum cash menstruate from the said product which increases the overall profitability. 4) Divest Best observed in case of Dog quadrant produ cts which are generally divested to release the amount of money already stuck in the business.