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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