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EXECUTIVE SUMMARY
Surf excel has been following the Unilever’s message i.e. add vitality to life.
Similar is with surf excel. In the beginning Surf Excel was facing competition from
Ariel, the product of P&G. but very soon with the tagline “Dirt is Good”, Surf Excel
was successful in regaining its market leadership. It soon emerged back as the
dominant detergent of the country.
The product is decided by matching the marketing insights with the local insights.
The marketing report of the brand should match the region’s attitude so that the
product can fulfill and satisfy the customer’s need and expectation.
Price is decided as per the economic situation and spending pattern of the target
market. Distribution pricing strategy is determined in such a way so as to suit all
with customer’s purchasing power.
Promotion was the most important ingredient in the revival of Surf Excel. The
event PAINT MASTI created a name of the brand. Re-launch of the Surf with the
tagline “Dirt is Good” helps in differentiating the product, because all other brands
are still focusing on the fact that dirt is bad.
The product this year showed a robust growth and increased profit. This reflects
the strong brand equity of Surf Excel and market acceptance. Surf Excel’s re-
penetration in the market is a model of exemplary marketing strategies.
Table of Contents
1. Synopsis ……… …………………………………………………………………
Product
Review……………………………………………………
Review of
Competition……………………………………………
Review of
Distribution..................................................................
Market
Potential………………………………………………
4. SWOT Analysis…………………......................................…………………….
Positioning Strategy…………………………………….……………....
Competitive Strategy……………………………………………............
7. Budget.........................................................................................................
8. Control………………………………………………………………….………..
9. Bibliography…………………………………………………………………
Synopsis
• Through this study I obtain information about different players of
detergent market.
• Through this project I can tell the people about the current market
situation of surf excel as viewing the market, which will provide a picture to
how consider the market trends in future.
Surf
Dominating the washing powders markets in Pakistan for four decades; Surf has
continued to change according to consumer needs. Being a pioneer, Surf had to
work hard to gain acceptance in the early days. To educate housewives about its
use, house to house demonstration were organized in Lahore and Karachi. Free
sample and coupons were also distributed to recruit consumer. There has been
no looking back since the brand has undergone numerous product quality
improvements to offer best cleaning results. Over the year, there has been a shift
from cartons to poly Bags and emergence of low unit price packs.
We serve the everyday needs of all consumers everywhere for foods, hygiene
and beauty through branded products and services that deliver the best quality
and value.
Product Review
A comparison of cost price with sale price of Products in product line.
Surf Excel
25 grams 4.7 5
50 grams 9.5 10
115 grams 19 20
Cash cow
Surf Excel:
In Market Surf Excel 50 grams has huge market share with respect to other
Sashes.
While demand of 500 grams is very low.50 grams is facilitating the class B and
Lower B.
And 500 grams are facilitating the Class A and Class B+.
A Review of Competition
Ariel
History
When we talk about “P & G” then question arises what stands for it,
basically it stands for “Proctor & Gamble”. Basically it came into existence
in 1837 in queen city of west.
They are also in the process to facilitate on the base of providing washing
powder.
Need
Customer Benefit
Ariel is associating the brand with customer on the bases to give them superior
quality and makes the ground for customer to provide a theme which cause to
have happiness.
Ariel has adopted the strategy of market aggregation. ARIEL target market
includes Middle Class, Upper Middle Class and Upper Classes of the population
of Pakistan. The Ladies of Pakistan who are very conscious about their family.
MARKETING POSITIONING
They are focusing on the quality and they are also in a motive to facilitate the
customer as providing a whole range which they can.
A Review of Distribution
Distributors
Distributors are the institution through which availability of products is possible.
Unilever’s distributors have a very good relationship with them. and the important
thing is that they must integrated into total marketing mix because of time and
money required to setup an efficient channel.
• Sigma at Baferzone
Market Potential
Detergent Market is growing by 16% intensively.
SWOT Analysis
Strengths
Committed employees
Weakness
Huge inventory stocks of raw material
Opportunities
Rapid market growth
Increases in taxes
Objectives
The objectives of the Surf Excel is
Sales growth
Revenue
Market positioning
Customer satisfaction
Goodwill & reputation
Issues
For Sales growth they need highly intensive distribution and
strong promotions
MARKETING STRATEGIES
TARGET MARKET OF SURF EXCEL
Marketing Positioning
Surf Excel is considered to be a trusted and premium brand because of its
unique association. Unilever is positioning their product in the best of their
customer satisfaction which also differentiate from their competitors. They are
creating environment for people to have a life easy chance.
As regarding the image there is message for the peoples to avoid on the
occasions to restrict “when kids are in situation of doing something extra
ordinary”.
They are also positioning as considering the fact of Strong’s competition .So they
are also focusing different type of facilities.
MARKETING MIX
Product
In product some elements are involved which are Variety, Quality, Size, Features
Brand Name, Packaging and Services.
Varity
• Surf Excel
Quality
Surf Excel quality is very popular among the peoples as Dominating the washing
powders markets in Pakistan for four decades; Surf has continued to change
according to consumer needs. Since the brand has undergone numerous product
quality improvements to offer best cleaning results.
Brand Name
Surf Excel is not only the product for washing the cloths but also it has created
the relation ship with customers as making grounds to promote their kids.
Surf Excel is the brand that is targeting the peoples through believes and values.
There fore they define there product on the basis of some relating activities.
As regarding the image there is message for the peoples to avoid on the
occasions to restrict “when kids are in situation of doing something extra
ordinary”.
Parents should encourage them.
Size
Price
Here the firms have to consider many factors for determining the price.
Price is simply the cost plus profit of the firm. There are many competitors in the
market. So the firms have to consider about the competitive price while selecting
new price and schemes.
Price to Distributors
Prices are set by taking into consideration into the prices of the competitors.
• As there products are highly quality .so usually they charge high
prices. Such like Unilever set low price for Wheel Washing Powder
in past. And they are charging price of surf Excel on the base of its
quality.
Surf Excel
25 grams 5
50 grams 10
115 grams 20
Discounts
A quantity discount is price reduction to those who buy large volumes. This is
given to increase company sales. So that firm can have more revenues. However
Unilever is allowing 1% discount to distributors & whole sellers on purchase of
Surf Excel of worth Rs 600.
It is a price reduction to buyers who pay their bills promptly. A typical example is
2 /10 net 30. Which means payment is due within 30 days and buyer can deduct
2 % by paying the bill within 10 days. But Unilever is not offering such
discount. They are dealing on cash basis.
Functional discounts
These are also called trade discount which is offered by this particular firm. It will
be given to those who perform certain function Such as storing, selling book
keeping. Surf Excel has own agent or Book keepers. Helium VRCB is company
which is performing such actions as referring by Unilever
Credit terms
Unilever is not operating on the basis of credit terms. The purchaser has to pay
the amount within one day.
But listed parties such as Abdul Hameed store, AlGhosia store and Rana
store are being facilitating on 7 days credit.
Place
Registered office
Avari plaza,
Karachi.
Laghari road
Channels
Unilever is focusing on the indirect marketing channels where they sell surf excel
through retailers.
Consumer
Retailer
Distributor
Company
Locations
As on the basis of Surf Excel Unilever is focusing on all areas through which it is
possible to cover different classes needs.
Coverage
Unilever aims to create a long term relationship with customers so they belief that
this objective will be only fulfill, if they have system to handled the markets needs
as to reach the product on all areas where its target market exist.
Shelf Spacing
Surf Excel is being position in different departmental store on the base of taking
the a specific area among other brands.
Assortments
This term refer the situation where products are to be maintain on the basis of
grading, However Unilever product (Surf Excel) is reliable.
Inventory
Promotion
Promotion consist of a diverse collection of incentive tools, mostly short term,
designed to stimulate quicker and greater purchase of particular product/services
by consumer as the trade.
ADVERTISING STRATEGY
MEDIA USE
Unilever Pakistan Limited use radio, TV and Billboards and newspapers for
advertising purposes.
Cost benefit
More access
PROMOTION CAMPAIGN
In this scheme company gives the points to whole sellers on the purchasing of
Rupees 200. Schedule is as follows.
Brand SKUs Purchasing Points
The company sets up the store displays and sales officers make sure that
items displayed are properly arranged so that they can look attractive on
eye contact level. There fore Surf Excel is being shown on the hangers of
the stores as in return of charges for it.
Promotion methods
Advertising.
Newspaper:
Jang and Naway Waqt are being used for advertisement in front page.
Television:
All nationwide channels are being used to run the campaign of Surf Excel.
Unilever has to pay the huge amount for it as advertise through different
channels, e.g.: ATV & PTV.
ATV
Advertising Tariff
07:00am - 03:59pm25,000+GST
04:00pm - 05:59pm50,000+GST
06:00pm - 06:59pm75,000+GST
Radio:
Road display:
Bill Boards such like at Shahra-e-Faisal & Karsaz is being used where a kid is
showing the functionality & Purpose of Surf Excel.
Sales promotion
Incentives:
Last year Surf Excel was sell as giving 1kg mango on the base of purchasing of
1kg Surf Excel at selected areas such as Gulshan-e-Iqbal.
Samples:
Order takers:
Company has employees who perform the activity of order taking from different
areas to facilitate the retailers. There usually one day company performs the
activity of order taking and very next day they deliver the Surf Excel to the
destination.
Stalls:
Company arranges their stalls in the exhibition at which the products are
displayed.
Public relations
Through Events:
Surf Excel is creating the relation ship with peoples as associating as considering
the kids importantly because they know that when they will capture the feelings
of the kids they have the strong grounds as this segment is more favorable.
Surf Excel game masti is a chain of public relations which held over year. Last
year it was hold at Race Course Park.
Now a days there are focusing on making new playgrounds as demanding 1Re
on 1 kg packet.
Competitive strategy
Competitive strategy
In competitive strategy there are some sort of pressure on you, which have, you
must the capability to face it like they are
Pressure of Buyers:
When there is a lots of sellers lying in the market then buyer has power to
influence.
Pressure of Suppliers:
One supplier for a company can exploit the company. There fore Surf
Excel has 3 Suppliers for the purpose to bargain with them effectively.
Threats of Substitutes:
In the detergent market people have choices as they can take Surf Excel and
Ariel alternatively.
New coming brands of China and other smuggled brands are huge threat for Surf
Excel.
Budget
Controls
Company deals only in those products that are profitable. If there is any indication
that any product is not profitable company analyzes the reasons and step are taken
to overcome the reasons. For this purpose Unilever concern with marketing
research firm Aftaab Associates for marketing research to gain the
information about trend of market. Company also takes into consideration the
welfare of the consumers. It takes into account the taste and habits of the
consumer.
There fore company has finished the production of Wheel Washing Powder in
past.
BIBLIOGRAPHY
CONSUMER SURVEY