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BCG Matrix on Uniliver
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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
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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.