EM (ASSIGNMENT # 01)
BCG MATRIX OF UNILEVER
8/24/2015
BHUNESH KUMAR MALHI (1145136)
SUBMITTED TO TANZILA YOUNAS
CONTENTS
INTRODUCTION………………………………..3
STARS OF UNILEVER………………………….3
CASH COWS OF UNILEVER…………………3
QUESTION MARKS OF UNILEVER……….4
DOGS OF UNILEVER………………………….4
LIMITATIONS……………………………………4
BRAND SPECIFICATION…………………….5
CONCLUSION……………………………………6
INTRODUCTION
Unilever is the third world largest food consuming producers. It is the company which ranks after Procter, Gamble and Nestle. The turnover of 49.8 billion pounds in 2013 and it is striking more than 400 brands. People often say that company will focus on 14 brands every 1+1 pounds billion sales. If that’s tha case, the question is that why Unilever should keep a portfolio, why the future of selective acquisitions in its most recent report, emphasized.
To answer this question, the Boston Consulting Group (BCG) matrix (also called "BCG")is a useful marketing tool in the understanding of portfolio management. Subject tothe BCG matrix is that all products or brands can be classified into one of the following categories, based on its market share and market growth.
STARS OF UNILEVER
DEFINATION OF STARS: Higher market share with higher market growth.
STAR PRODUCTS OF UNILEVER:
This is a brand very much, in itsheyday, hold considerable market …show more content…
In General, relatively young brand, they have notyet played to their maximumpotential in the industry, so you need from a cash cow the greatest investment success ofthe brand, to stayahead of the competition by rapid market growth. Frombrands such as Marmite's profits have been reinvested in new and innovative brands,such as the T2, the fast-growing premium tea brand in Australia and new, suchassmall and powerful liquid detergents in big brand (baoying in the United Kingdom),which brings together the same number of washing into the size of bottle
BCG MATRIX OF UNILEVER
8/24/2015
BHUNESH KUMAR MALHI (1145136)
SUBMITTED TO TANZILA YOUNAS
CONTENTS
INTRODUCTION………………………………..3
STARS OF UNILEVER………………………….3
CASH COWS OF UNILEVER…………………3
QUESTION MARKS OF UNILEVER……….4
DOGS OF UNILEVER………………………….4
LIMITATIONS……………………………………4
BRAND SPECIFICATION…………………….5
CONCLUSION……………………………………6
INTRODUCTION
Unilever is the third world largest food consuming producers. It is the company which ranks after Procter, Gamble and Nestle. The turnover of 49.8 billion pounds in 2013 and it is striking more than 400 brands. People often say that company will focus on 14 brands every 1+1 pounds billion sales. If that’s tha case, the question is that why Unilever should keep a portfolio, why the future of selective acquisitions in its most recent report, emphasized.
To answer this question, the Boston Consulting Group (BCG) matrix (also called "BCG")is a useful marketing tool in the understanding of portfolio management. Subject tothe BCG matrix is that all products or brands can be classified into one of the following categories, based on its market share and market growth.
STARS OF UNILEVER
DEFINATION OF STARS: Higher market share with higher market growth.
STAR PRODUCTS OF UNILEVER:
This is a brand very much, in itsheyday, hold considerable market …show more content…
In General, relatively young brand, they have notyet played to their maximumpotential in the industry, so you need from a cash cow the greatest investment success ofthe brand, to stayahead of the competition by rapid market growth. Frombrands such as Marmite's profits have been reinvested in new and innovative brands,such as the T2, the fast-growing premium tea brand in Australia and new, suchassmall and powerful liquid detergents in big brand (baoying in the United Kingdom),which brings together the same number of washing into the size of bottle