Project Presentation Guided By: Mr. Salah Uddin
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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
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