Marketing activities carried out by Surf Excel Pakistan through Creating, Communicating, and Delivering value.

1. Project Presentation
Guided By:
Mr. Salah Uddin

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

3. About Unilever

4. 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.

5. 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.

6. About The Product

7. 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.

8. SWOT Analysis

9. Corporate Social Responsibility

10. Customer Perceived Value

11. Components of Value

12. Components of Value

13. Components of Value

14. Components of Value

15. Components of Value
Joint Collaboration between Haier and Surf Excel Matic

16. Segmentation, Targeting &
Positioning

17. Segmentation & Targeting
Segmentation
Target Market
Demographic
•
•
Women, aged 25 and above
High and upper income groups
Geographic
•
•
Bulkier SKU’s in Urban markets
Started targeting rural markets
Psychographic
•
•
Socially conscious segment
Life Style: Seekers and Achievers
Behavioural
•
•
Quality driven customers
Aware, Interested, Intending to buy

18. Selective Targeting
Ambition is to win share and
grow volume in every segment
Surf Excel
Front Load
Top Load
Formulation combines
the power of Soap, Blue
and Lemon to ensure
superior stain removal
with just one product
Low leather detergent
specially designed for
Front Load machines
and removes tough
stains in the machine
effortlessly
Power of Vibrating
Molecules removes
tough stains in the
machine without
intervention

19. Positioning

20. Product Differentiation

21. Industry Analysis
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

22. Industry Analysis

23. Product Life Cycle

24. Consumer Behavior
Consumer Loyalty Begins With An Experience

25. Detergent Market

26. Consumer Perspective

27. Brand Image
Consumer Needs:
•
•
Public Need
Egoistic Need
Main Attributes:
•
•
•
Value for money
Ease of use
Fragrance
Influencing Perspective:
•
•
Improved affordability
Smart Ad campaigns

28. Business Behaviour
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.

29. Marketing Mix

30. Four P’s of Marketing Mix

31. Variants

32. Product
Variety:
•
•
Surf Excel Blue
Surf Excel Matic
Packaging:
•
•
Numerous changes
Different sizes

33. Price
Modes:
•
•
•
Distributor price
Retailer price
Consumer price
Discount:
•
•
•
Payment periods
Functional discount
Credit terms

34. Place
Channel:
•
Coverage
•
Shelf Spacing
•
Inventory

35. Distribution Channel

36. Promotion

37. Advertisement

38. Promotional Mix
Components
•
Personal Selling
•
Advertising
•
Sales Promotion
•
Direct Marketing
•
Publicity
North
America
16%
D&E
50%

39. Advertisement
•
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.

40. Spotlight: Dirt is good

41. Integrated Marketing Communication

42. Public Relations

43. I’m Paid to Learn
Educating 2300 Child Workers In Pakistan

44. 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

45. Design for Change
•
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

46. Conclusion

47. Closure
● Market potential rate
● Urbanization
● Increasing awareness
● Innovation
● Smart management