surf excel liquid blue

3. 3
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
UCP
Gujranwala campus
Subject : Principles Of Marketing.
MBA Semester Fall-2015

4.  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 “

5. 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.

6. 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

7.  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.

9. Vision
We 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.”

10. 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.

11. 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

12. Logo and slogan

13. PRODUCT RANGE
 Surf excel detergent bar
 Surf excel blue
 Surf excel quick wash
 Surf excel automatic
 Surf excel top-load & front load

14. LEVELS OF PRODUCT
Core product
Actual product
Augmented product

15. 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

17. Idea generation
 Fish pizza
 Unique flavor juice
 Surf excel liquid
 Fabric (Acc.to new fashion)

18. Idea screening
Surf excel
liquid
Excel blue
Excel
green

19. Concept development

20. Concept testing
 After the concept development we made rough sketch and
Send it to other members of our organization .

21. Market Analysis
Marketing
mix
Segmentat
ion

22. 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

23. .
Targeting:
we will target the households of middle because middle class has also
more family than high class and more income than lower middle and
primary 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 change
in detergent

24. Tv commercial

25. Product Life Cycle

26. 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.

27. .

28. Product
Name:
“surf excel blue” “surf excel green”
Slogan:
“ Kahan hain daag?”
where is dirt?

29. 29
8-3
200ml
250ml
Normal price
Durable
Give 4 used bottle
&get 1 free
Time saving
Blue &green
size

30. Price
 Price objective price strategy
Profit oriented. Penetration pricing
 To achieve a target return.
 To maximize the profit.

31. Place
 We are launching our excel green and blue in
Punjab but our first target is Lahore and
Gujranwala

32. 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

33. Competitors

34. 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

35. 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

36. 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

37. 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”