On any given day, two billion people use Unilever products to look good, feel good and get more out of life. With more than 400 brands focused on health and well being, no company touches so many people’s lives in so many different ways.
The portfolio ranges from nutritionally balanced foods to indulgent ice creams, affordable soaps, luxurious shampoos and everyday household care products. The company produces world-leading brands including Lipton, Knorr, Dove, Lux, Lifebuoy, Axe, alongside trusted local names such as Blue Band, Pureit and Suave. (Courtesy Unilever)
President, Soap Division of Unilever received the annual report of 2012, called his team and asks them to make goals and strategies for the year 2013. The team responds that there are many brands of soap of Unilever and each brand presents a unique offering to different customers; therefore to develop corporate strategy for each product they have to do portfolio analysis by using Boston Consulting Group (BCG) matrix. Now it comes down to you, as a team lead, that how you can segregate the soap brands according to BCG matrix.
Soap Category
Brand
Market Share
2012
Market
Share
2011
Market Growth
2012
Market Growth
2011
Beauty
Lux
60 %
58%
18 %
22 %
Germ
Lifebuoy
54%
51 %
29 %
26 %
Skin Care
Dove
4 %
2.5 %
11 %
7 %
Legend:
Market share scale is 0 – 100
Market growth scales is 0 – 50
Question:
For any two of the brands, you have to analyze the given data, and decide which brand falls in which category of BCG Matrix? Also suggest strategies for both selected brands as per BCG matrix.