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TOPIC: “BCG MATRIX (BOSTON CONSULTING GROUP)”

The case:

Unilever Pakistan is the world’s leading Fast Moving Consumer Goods Company (FMCG). It has vast portfolio of products that are being sold in almost over 190 countries. Its portfolio ranges from food & beverage to personal and home care products. Unilever Pakistan deals in all kinds of products such as household care, fabric cleaning, skin care, oral care, hair care, personal grooming and tea based beverages. Some famous brands under the umbrella of Unilever Pakistan are Surf Excel, Sunsilk, Lux, Broke Bond Supreme, Knorr Noodles, Fair & Lovely, Energile, Comfort, Rafhan, Vim, Domex, Lifebuoy Shampoo and, Rexona Deodorant. Like other companies, Unilever Pakistan also strives to make its products more and more profitable and shed those products from its production line that prove to be sheer burden for them. For this reason, Company evaluates their products on continuous basis. Following is the current situation of relative market share and market growth rate of some of the Unilever products: Product name Relative market growth Relative market share KNORR NOODLES High High COMFORT High Low FAIR & LOVELY High High SURF EXCEL Low High SIGNAL TOOTHPASTE Low Low LUX Low High REXONA DEODORANT Low Low

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