surf excel liquid (new product development)

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Topic Of Presentation:

New product Development and its life cycle

Presenters:

Hina Manzoor ID#0029

Saira Altaf ID#0001

Adeela Aslam ID#0002

Rukhsana yousaf ID#0005

Ayesha Naseem ID#0012

UCPGujranwala campus

Subject : Principles Of Marketing.

MBA Semester Fall-2015

We here by thank Allah who gave us the ability and

strength to complete this project. We also thank our Prof.

“DR MUDDSAR ” whose encouraging guidance helped us

to prepare this project of “SURF EXCEL BLUE “

Dedication

Dedicated to my Teacher and Group members. Who gave me a dedicated and committed team to believe and support my work Who coached and inspired me, whenever I was low Who gave me courage to pursue my passion against all odds.

COMPANY OVERVIEW

Uniliver is a multi-national corporation.

Unilever was created in 1930.

Unilever employs nearly 180,000 people.

dual-listed company consisting of UnileverNV in

Rotterdam, Netherlands and Unilever PLC in London,

England

Creating a better future every day 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.

VisionWe help people around the world meet everyday needs for

nutrition; hygiene and wellbeing, with brands that help

people look good, feel good and get more out of life.

Mission“Vitality is at the heart of everything we do. It's in our

brands, our people and our approach to business.”

HISTORY

1964-1972

Productions started off with Sunlight soap and Lifebuoy soap

1972-1980

Demand started rising and the company producing quality soaps,

introducing LUX and Wheel

1980-1990

Introduction of shampoo, toothpaste, and skin care creams. Sunsilk

Shampoo, Closeup Tooth paste, Fair and Lovely for skin care and

Vim.

1990-1998

Tea-based beverage market introducing Lipton Taaza. Pond’s cream

and Pepsodent. Surf Excel.

Product history

Surf Excel, launched in 1948 with brand name “Surf” in

Pakistan

In 1959 launched in India as a first detergent powder

Surf excel basically brand of Unilever company which is

available in different styles and flavors

Logo and slogan

PRODUCT RANGE

Surf excel detergent bar

Surf excel blue

Surf excel quick wash

Surf excel automatic

Surf excel top-load & front load

LEVELS OF PRODUCT

Core product

Actual product

Augmented product

Core Product:Our product is basically for washing clothes.

Actual Product:Feature :liquid form

Two times better than detergent powder at

stain removal.

Packing : Quality plastic bottles, attractive, colorful

n unique, Convenience product.

Brand name: “surf excel ”

Product nature: “surf excel blue” “surf excel

green”

Augmented Product:In this its include delivery and credit and after

sale services

Idea generation

Fish pizza

Unique flavor juice

Surf excel liquid

Fabric (Acc.to new fashion)

Idea screening

Surf excel liquid

Excel blue Excel green

Concept development

Concept testing

After the concept development we made rough sketch and

Send it to other members of our organization .

Market Analysis

Marketing mix

Segmentation

Consumer market segmentation

Country: Pakistan

City: Gujranwala, Lahore

Density: urban sub urban and rural

Age: people should be between 18 to 35 years

Gender: It include male, female but not children

Income: Income should be not too lower.

Family size: large(9 to onward) and also small.

Occupation: especially washer men as well as households

Education: include normal education

.

Targeting:

we will target the households of middle because middle class has alsomore family than high class and more income than lower middle andprimary class.

Positioning:It's tough to position new product soon but we have to position our

product in to customer mind

Differentiation We will differentiate our product on the following basis.

It will be in liquid.

Comparatively reasonable price.

No harmful for skin.

Good fragrance.

Effective distribution

Acid test: Our team visited in Gujranwala (small towns) to test the product and we

were surprised to see the results that our consumers much like this changein detergent

Tv commercial

Product Life Cycle

Quality policy:

Build a new trend in detergent industry to improve quality

of life of clothes through advance tropical and quick wash

to our customer while maximizing stake holder’s value.

.

Product

Name:

“surf excel blue” “surf excel green”

Slogan:

“ Kahan hain daag?”

where is dirt?

29

8-3

200ml

250ml

Normal price

Durable

Give 4 used bottle

&get 1 free

Time saving

Blue &green

size

Price

Price objective price strategy

Profit oriented. Penetration pricing

To achieve a target return.

To maximize the profit.

Place

We are launching our excel green and blue in

Punjab but our first target is Lahore and

Gujranwala

Promotion

We have planned a very wide promotion strategy that covers

almost every part of the society . Our promotional strategy

in detail in as follow:

Television channels

Cable ads

News papers

Magazine

Internet Sign boards

Competitors

Competitor's strategy

Our competitors have a good market share because they are

adapting following strategies.

less prices

Effective promotion

Intensive distribution

Quality product

Customer research

Attractive packing

SWOT Analysis

Strength:

New innovation

Strong management system

Effective internal communication system

Efficient use of resources

Diverse work force

Weaknesses:

Less market share due to high price

Product awareness low among rural area

Opportunity:

Adapting to changing customer needs and improving life styles

Increasing customers awareness’

Use of new technology

Threats:

Low profit margin in detergent sector

Threat from existing and new entrance

Increasing inflation

poor economic condition in country

Business analysis

After conducting research our next step is to make set

business budget .our budget is depends upon sales ratio.

As our company is multi-global so we have enough

resources for production of “excel liquid”