11 Dogs are low-growth, low-share businesses and products. They may generate enough cash to maintain themselves but do not promise to be large source of cash. BCG MATRIX OF UNILEVER PAKISTAN: For BCG matrix, following SBU’S are Taken: 1) FOOD BRANDS 2) BEVERAGES(TEA) 3) BEAUTY BRANDS 4) SKINCARE BRANDS 5) HOME CARE BRANDS 6) HAIR CARE BRANDS According to different websites, questionnaire, and personal analysis, we concluded the performance of the company. It is as follows: STARS: 1) Food brands 2) skin care brands Preview from Notesale.co.uk EXPLAINATION: Page 10 of 17 These two SBU’s of the company are stars because currently they are generating huge profit and have high growth rate. The most prominent products under food category are WALL’S, RAFHAN, and KNORR. The most used products in skin care category are LUX, and DOVE soap. Products like Knorr(noodles), Rafhan, and blue band are specifically targeting children while wall’s is targeting all age categories. Lifebuoy’s target market is children. Lux is targeting both men and women equally. Dove is targeting women particularly concerned with soft skin. CASH COWS: 1) Baverages (tea) 2) Home care brands EXPLAINATION: These SBU’s are cash cows because these have low-growth but have high-market share. The most widely used product among beverages is LIPTON. This product is doing very well in the market and targeting mostly elders. SURF EXCEL is specifically targeting kids with its tagline “daag tou achy hoty hain”. VIM and COMFORT FABRIC CONDITONER are targeting household females. 13 CORPORATE STRATEGIES IN UNILEVER PAKISTAN: MARKET PENETRATION: For the following brands unilever’s strategy is Market Penetration. • Clear All Shampoo • Vim • Walls Billboards all over the Shahrah e Faisal in Karachi. • Lifebouy Hand Washing Campaign • Lux MARKET DEVELOPMENT: For the following brands unilever’s strategy is Market Development. • Vaseline This is an old product but now company is working on its market development. • Sunsilk Preview from Notesale.co.uk PRODUCT DEVELOPMENT: Page 12 of 17 • Domex It is a new product in the market and its is launched against HARPIC of Reckitt Benckiser. • Fair & Lovely fair Menz A new product to address specifically men in terms of fairness. FINDINGS: • During the year ended December 31, 2011, the Company produced 48,313 metric tons of home and personal care products out of its annual capacity of 60,446 metric tons. • It produced 28,909 metric tons of beverages out of 62,377 metric tons. • 43 million liters of ice cream out of its annual capacity of 77 million liters. .