Portfolio Analysis
HISTORY• Lever brothers is established by William H. Lever in 1890
• Key player in food & household product industry
• Historically grew through acquisitions
INTRODUCTION• Lever Brothers, the old name of Unilever changed into
Unilever after the merger of Lever Brothers & Margarine Unie in 1930
• Unilever is a multi national company
• It is one of the largest consumer goods companies in the world
• Its brands are on sale in 190 countries
MISSION STATEMENT• Unilever's mission is to add Vitality to life.
UNILEVER PAKISTAN• Unilever Pakistan formerly Lever Brothers established in
Pakistan in 1958
• Largest FMCG company now operating at different locations in Pakistan
SWOT ANALYSIS
STRENGTHS• Strong company image• Strong brand portfolio• Quantity & variety• Effective & attractive packaging • High quality man power• Innovative aspects• Corporate behavior• Health & personal care products
WEAKNESSES• High prices of products• Substitutes products• Lack of control in the market• Dual leadership• Decrease in revenues• Reduced spending for research & development
OPPORTUNITIES• New markets• Increase the volume of production• Low income consumers• Help in improving people diet & daily lives
THREATS• Competitors(P&G, J&J etc.)• Political effects• Legislative effect• Environmental effect• Economic crises• Increase in production & labor cost
BCG MATRIX
BCG MATRIX
STARS PRODUCTS• High growth rate & high market share
• Lux• Sunsilk• Wall’s• Fair & lovely • Rafhan • Energile
CASH COWS• Low growth rate & high market share
• Surf excel• Ponds• Lipton• Close up• Blue band• Lifebuoy soap• Rexona• Knorr
DOGS• Low growth rate & low market share
• Wheel• Supreme tea• Lifebuoy shampoo
QUESTION MARKS• High growth rate & low market share
• Clear shampoo• Rin• Comfort
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