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COMPANY PROFILE:

Unilever was created in 1930 when the British soap-maker Lever Brothers merged with the Dutch margarine producer. Unilever Company came into the Pakistan market in 1949 with the name of Lever Brothers Pakistan.Changed the name Lever Brothers Pakistan to Unilever in year 2003.The leading consumer products company in Pakistan, a multinational with deep roots in the country.Unilever Pakistan Limited manufactures and markets home and personal care products, The company provides food products, such as soups, bouillons, sauces and dressings, noodles, complete meals, margarine and spreads, olive oil, and tea, as well as frozen foods; cleansing and hygiene products for the home care market; and skin cleansing, deodorants, and antiperspirants for personal care market. It offers its products under Close Up, Axe, Dove, Rexona, Sunsilk, Wheel, Rafhan, Surf Excel, Comfort, Lux, Pond’s, Lifebuoy, Lipton, Brooke Bond, Energile, Knorr, Pearl Dust, and Supreme brands.

SURF EXCEL

Surf Excel is the oldest detergent brand to be present in Pakistan since 1960. It might sound strange for a leading laundry brand like Surf Excel to say that dirt is good, but healthy activities involving dirt are essential to development. It's how kids learn express their creativity and it bolsters their immune systems.Dominating the washing powders markets in Pakistan for four decades; Surf excel has continued to change according to consumer needs. Being a pioneer, Surf excel had to work hard to gain acceptance in the early days.

Surf excel in a nut shell…

Surf Excel enjoys a huge market share of around 38 percent of total consumption.

Keeps the colour of fabrics as original and vibrant. Major competitors are Ariel, Brite, Express , Bonus. Under the BCG Matrix, Surf Excel lies in the Star category. The product is in the growth stage, and continuously growing. Divides the market segment on the basis of income group. Intensive Distribution Network all over Pakistan. The brand advertisement plan is based on annual basis.

PROMOTIONAL MIX To educate peoples specially housewives about Surf excel , 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 emergence of low unit price packs. With continuous technological innovations, the brand has always managed to fight off competition. Surf Excel, which hit the shops recently, has already gained a reputation for the best in the market

Some of ways for promotion of Surf excel are:

ADVERTISING SALES PROMOTION

PERSONAL SELLING

PERSONAL SELLINGS

PUBLIC RELATIONS

DIRECT SELLING

1. ADVERTISING .

Newspaper:

Jang and Naway Waqt is 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, eg: ATV , GEO TV, ARY digital, HUM TV, PTV , AAG AND ETC…

Radio:

FM 100, FM 103 and FM 106.2 is now a days being used.

Road display:

Bill Boards such like at Chuburji chowk is being used where a kid is showing the functionality & Purpose of Surf Excel.

2. 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 Gulberg.

Samples:

Surf Excel is well known brand therefore there is no need to promote it by samples.

3. PERSONAL SELLING

Order takers:

Company has employees who perform the activity of order taking from different areas to facilitate the retailers. There usually one day company perform the activity of order taking and very next day they deliver the Surf Excel to the destination.

Stalls:

Company arrange their stalls in the exhibition at which the products are displayed.

4. PUBLIC RELATION

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.also recently launched Special campaign (Art From The Heart) .

Now a days there are focusing on making new playgrounds as demanding 1Re on 1 kg packet.

OVERALL POSITIONING STRATEGYSurf Excel is considered to be a trusted and premium brand because of its unique association.

MORE FOR THE SAME :Surf excel has a large range of competitors and to build a attractive position among them company always adds more benefits and functions in order to create the positioning from better to best but keeping the price fix.

POSITIONING MAP

WAYS OF POSITIONING

Positioning of surf excel is due to:

Brand name

Strong brand name creating an image of brand as “excellent in job”

High quality

Product of a leading company all over asia .

Attractive packing

Bright colors, unique product designs.

Removes stains 10/10

Shows the efficiency of the surf excel. Removal of stain 10/10

Reflects its quality

Attractive messages

“Phir Waqt hai khailnay ka”

“Dagh to achay hotay hain”

“Kharay ko Meetha Banayay”

“The Machine is Not Guilty, Use the Right Detergent”

“Dagh Mitayay 10/10”

BUYING DECISION BEHAVIOR

FOR TYPES OF BUYING DECISIONS

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HighInvolvement

LowInvolvement

• HABITUAL BUYING BEHAVIOR:

CBB in situations characterized by low consumer involvement & few significant brand differencesThe buying behavior of core customers for Surf excel is a habitual buying behavior. As buyers are not highly involved in purchasing of habitual buying products that’s why company often use price and sales promotion to stimulate the product and to creates product familiarity rather than product conviction.

Significant Differences between brands

Few differencesBetween brands

SWOT ANALYSIS.

STRENGTHS Since Surf Excel or just Surf has been in the market of Pakistan since 1960,

therefore it has an ultimate strong brand image.

Industry analysts said Surf Excel will now become the mother brand and a market leader.

Keeps the colour of fabrics as original and vibrant.

Surf excel is a better stain remover, with active oxygen formulation it removes a range of stains such as chocolate, ink, egg yolk, blood, turmeric and coffee.

Strong back-up of highly professional and trained Brand and Marketing Managers and a strong company name Unilever.

Extensive knowledge of market.

WEAKNESS

Surf had become a very generic name over the years. There was thus a fear that customers would switch over to some other competing brand, unknowingly, even without paying attention to the brand of the product.

Unable to market rural area properly, which consist of around 70% of total.

OPPORTUNATIES

Still lots of consumers use open laundry detergent without any brand recognition, so they can expand and enter the growing market.

The market for laundry detergents is growing day by day, and many consumers are switching from bar soaps to laundry detergents.

Increase number of working woman with changing life style, who needs comfort and easy to use laundry detergents.

THREADS

Ariel is its closest competitor. Due to policies of Ariel, Surf Excel also needs to

review its prices again and again.

Low literacy rate in Pakistan, and agitation against foreign companies may become a threat and consumers may stop using the foreign products.