MBA – KASBITPrinciples of Marketing BCG analysis Unilever

Presented To: Sir M.Izqar Khan

by

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

UNILEVER PAKISTANUNILEVER 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 & eatingLet our culinary experts bring pleasure to your palate.

Healthy livingLet us make the healthy choice your easy choice.

Beauty & styleWe want to help you feel good about yourself.

Around the houseHints 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.

Cash cow

Stars Question marks

Dogs

Mar

ket

gro

wth

rat

e

Relative market share+ve -ve

+ve

-ve

The Boston Consulting Group’s Growth-Share Matrix

BCG Analysis Chart for Unilever Portfolio

0

2

4

6

8

10

12

14

16

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 CowsBlue 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 MarksBrooke 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.