Assignment #: 1 Marketing Dr.

Ayman Shawky
Subject: BCG Examples for Nestle and Unilever
Student Name: Yasser Elsaid Saad Abdel-Rahman
Student ID: 15225155
Class: Spring 2016 Semester: 2 Quarter: 1st Group: G - WeekEnds
Assignment Due Date: 6 / 1 /2017

Nestle has been serving this world for over one hundred and thirty years. It has
differentiated itself through its high quality product mix and positioned itself as health and
Nutrition Company while targeting the health conscious people throughout
the world. Nestle started its operations in Pakistan back in1988, by acquiring a diary
company MILKPAK LTD, when people of Pakistan actually needed it.

BCG example of Nestle

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Yasser Elsaid Saad
Stars

The stars are the high relative market share and high market growth. Nestle
beverages i.e. are somewhat the stars in their business, because with the high quality and
new designs which comes every now and then makes them more popular among the
customers, because customer with upper class wants the quality and nestle offers the best
quality food items.

Cash Cows

The cash cows are their baby food items i.e. nestle cereals and other baby food
products. Company has to take measures to make these products as stars.

Dogs

The pharmaceutical products are nestle Dog, because it has low-share business
with low growth market especially when we talk about Pakistani market. The company has
to think on what it can do by improving the low share and growth market.

Question Marks

The question marks are the breakfast cereals. They have high market growth but
low market share. The company has to decide about which question mark they should try
to build into the stars and which one of these should be phased out.

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Yasser Elsaid Saad
Unilever is a multi-national corporation. It was formed in 1930 by the lever brothers
and Dutch margarine. Today the corporation is fully multinational with operating
companies in over 100 countries. With 400 brands spanning 14 categories of home,
personal care and food products, it is the company which touches so many people lives in
so many different ways. From feeding family to keeping home clean and fresh, UNILEVER
brands are essential part of everyday life.

BCG example of Unilever

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Yasser Elsaid Saad