MBA – KASBIT Principles of Marketing BCG analysis Unilever Presented To: Sir M.

Izqar Khan by Asif 4431 Hassan 4427 Mohsin Wahalah 2236 Irfan Ashraf 2348 Zeshan 4430

UNILEVER PAKISTAN
UNILEVER PAKITAN FORMERLY LEVER BROTHERS WAS ESTABLISHED IN PAKISTAN IN 1958 FIRST SITE IN PAKISTAN WAS RAHIM YAR KHAN LARGEST COMPANY NOW OPERATING AT SIX LOCATIONS IN PAKISTAN

MISSION STATEMENT
Unilever's mission is to add Vitality to life. We meet everyday needs for nutrition; hygiene and personal care with brands that help people feel good, look good and get more out of life.

From sumptuous soups to sensuous soaps, our products all have one thing in common. They help you get more out of life. Cooking & eating Let our culinary experts bring pleasure to your palate. Healthy living Let us make the healthy choice your easy choice.

Beauty & style We want to help you feel good about yourself.

Around the house Hints to make your household chores that little more manageable.

The Boston Matrix
• it provides a useful way of looking at the opportunities open to you, and helps you analyses which segments of your business are in a good position – and which ones aren’t. That way, you can decide on the most appropriate investment strategy for your business in the future, and where best to allocate your resources.

The Boston Consulting Group’s Growth-Share Matrix +ve

Stars

Question marks

Market growth rate

Cash cow

Dogs

-ve +ve

Relative market share

-ve

ysis Chart for Unilever Portfolio
16 14 12 10 8 6 4 2 0 Cash Cow Star Question Mark Dog

Cash Cows:
• High Market Share / Low Market Growth • Here, you're well-established, so it's easy to get attention and exploit new opportunities. However it's only worth expending a certain amount of effort, because the market isn't growing and your opportunities are limited.

Cash Cows
Blue Band Knorr sauces Lipton Yellow Label Rafhan custard Rafhan jelly Rafhan kheer Rafhan pudding Wall's ice creams Glaxose - D Lifebuoy soap Lux Surf excel Close up Fair & Lovely

Stars:
• High Market Share / High Market Growth • Here you're well-established, and growth is exciting! These are fantastic opportunities, and you should work hard to realize them.

Stars Products
Brooke Bond Supreme

knorr noodles

Knorr rice make a meal

Lipton green tea

Sunsilk

Ponds Face Wash

Question Marks (Problem Child):
• Low Market Share / High Market Growth • These are the opportunities no one knows what to do with. They aren't generating much revenue right now because you don't have a large market share. But, they are in high growth markets so the potential to make money is there. Question Marks might become Stars and eventual Cash Cows,

Question Marks
Brooke Bond A1 Knorr soups Knorr yakhni knorr make a meal knorr palao cubes knorr chicken cubes Pearl Dust Rafhan corn oil Rafhan Icecream Rafhan magic 3 Lifebuoy shampoo Clear Comfort Flora margarine spread Ponds Moisturising Lotion

Dogs: Low Market Share / Low Market Growth
• In these areas, your market presence is weak, so it's going to take a lot of hard work to get noticed. Also, you won't enjoy the scale economies of the larger players, so it's going to be difficult to make a profit.

Dog Products
Energile

Rexona – deodorant

Ponds Cold Cream

Ponds Suncreen Lotion

Decisions After Analyses BCG
• Build Market Share: Make further investments (for example, to maintain Star status, or turn a Question Mark into a Star) • Hold: Maintain the status quo (do nothing) • Reduce the investment (enjoy positive cash flow and maximize profits from a Star or Cash Cow) • Get rid of the Dogs, and use the capital to invest in Stars and some Question Marks.

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