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 Healthy living

Let our culinary Let us make the
experts bring pleasure healthy choice
to your palate. your easy choice.

Beauty & style Around the house

We want to help Hints to make your
you feel good about household chores that
yourself. 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.