Marketing Activities: Surf Excel Pakistan

Project Presentation

Guided By:Mr. Salah Uddin

Presented ByKhurram Shakeel (15296)M. Noman Baig (13939)M. Umer Siddiqui (15297)Rubab Therwani (15373)Shafaq Jafri (13964)Zia Zuberi (15305)

About Unilever

Unilever is one of the world’s leading suppliers of fast-moving consumer goods which aim to provide people

the world over with products that are good for them and good for others.

Creating a better future every day

Unilever’s vision

● Work to create a better future every day.

● Helping people feel good, look good and get more out of life with brands and services that are good for them and good for others.

● Inspiring people to take small everyday actions that can add up to a big difference for the world.

● Develop new ways of doing business that will allow to double the size of company while reducing environmental impact.

About The Product

About The Product

Surf Excel, Introduced by Unilever Pakistan in 1948 under the brand name ‘Surf’.

Initially, the brand was positioned on the clean proposition of “washes whitest”.

However, with the emergence of numerous local detergent manufacturers and the entry of other global brands, Surf Excel underwent various changes in its Brand Communication.

SWOT Analysis

Corporate Social Responsibility

Customer Perceived Value

Components of Value

Components of Value

Components of Value

Components of Value

Components of Value

Joint Collaboration between Haier and Surf Excel Matic

Segmentation, Targeting & Positioning

Demographic• Women, aged 25 and above• High and upper income groups

Segmentation & Targeting

Segmentation Target Market

Geographic

Psychographic

Behavioural

• Bulkier SKU’s in Urban markets• Started targeting rural markets

• Socially conscious segment• Life Style: Seekers and Achievers

• Quality driven customers• Aware, Interested, Intending to buy

Ambition is to win share and grow volume in every segment

Selective Targeting

Surf ExcelFormulation combines

the power of Soap, Blue and Lemon to ensure

superior stain removal with just one product

Front Load Low leather detergent specially designed for Front Load machines and removes tough

stains in the machine effortlessly

Top LoadPower of Vibrating Molecules removes tough stains in the machine without

intervention

Positioning

Product Differentiation

Production in tons per year

Detergents 2010 2011 2012 2013

Surf Excel 67,320 74,052 79,257 89,603

Ariel 58,297 64,127 70,540 77,594

Brite 51,480 56,628 62,291 68,520

Bonus 45,540 50,094 55,103 60,614

Express 27,720 30,492 33,541 36,895

Rin 11,880 13,068 14,375 15,812

Total 262,237 288,461 315,307 349,038

Industry Analysis

Industry Analysis

Product Life Cycle

Consumer Behavior

Consumer Loyalty Begins With An Experience

Detergent Market

Consumer Perspective

• Public Need• Egoistic Need

Consumer Needs:

Brand Image

• Value for money• Ease of use• Fragrance

Main Attributes:

• Improved affordability• Smart Ad campaigns

Influencing Perspective:

Consumer Behaviour within segment:

● Little perceived difference in a particular category and price point.

● Consumers are indifferent among the leading brands as long as the prices are comparable.

● Said commoditization nature of business is forcing the players to fall in line with lower prices, superior quality detergents at an a

− Lower prices

− Superior quality detergents

− At an affordable price.

Business Behaviour

Marketing Mix

Four P’s of Marketing Mix

Variants

• Surf Excel Blue• Surf Excel Matic

Variety:

Product

• Numerous changes• Different sizes

Packaging:

• Distributor price• Retailer price• Consumer price

Modes:

Price

• Payment periods• Functional discount• Credit terms

Discount:

• Coverage• Shelf Spacing• Inventory

Channel:

Place

Distribution Channel

Promotion

Advertisement

• Personal Selling• Advertising• Sales Promotion• Direct Marketing• Publicity

Components

North America

16%

D&E 50%

Promotional Mix

• Most of the communication is done with the help of children through tagline Dirt is good.

• Media advertisement budget is approximately PKR 40, 000,000 in 2012, which was PKR 27,939,217 in 2009.

• 70 % of the people who use Surf Excel clearly recalled the different ads.• 30% of the Surf Excel respondents said that company fulfills the claims made

in advertisements, 52% said that to some extent they fulfills claims made in ads and remaining 18% said that they do not fulfills claims.

Advertisement

Spotlight: Dirt is good

Integrated Marketing Communication

Public Relations

I’m Paid to Learn

Educating 2300 Child Workers In Pakistan

Learning through Play

• Initiative of Surf Excel – A Brand of Unilever Promoting Experiential Learning.

• Selection of three Parks in Lahore ,Karachi, and Rawalpindi.

• Signing MOU of parks with District Governments for the period of one year.

• Installation of five play equipments in each park with the help of Rafi Peer Group.

• Attachment of one neighbouring school to each park by MOU for the period of one year.

• Partners:• Idara-e-Taleem-o-Aagahi• Parks & Horticulture Authority

• The global Design for Change School Challenge is the world’s largest movement for change initiated by children.

• This historic initiative is engaging schoolchildren of classes 3 to 8 from all over the country.

• Giving children in Pakistan and across the globe one simple concept:• FEEL out a problem• IMAGINE possible solutions• DO what you can to bring about a change• SHARE your story with us

Design for Change

Conclusion

● Market potential rate● Urbanization● Increasing awareness● Innovation● Smart management

Closure