Mkt-201 Presentation on[1](1)

8/3/2019 Mkt-201 Presentation on[1](1)

http://slidepdf.com/reader/full/mkt-201-presentation-on11 1/26

MKT-201 PRESENTATION

ON

SURF EXCEL

Komal Anwar BB-2056

Mahnoor Aleem BB-2066

Hadiqa Khan BB-251291

8/3/2019 Mkt-201 Presentation on[1](1)

http://slidepdf.com/reader/full/mkt-201-presentation-on11 2/26

 ACKNOWLEDGEMENT

First and foremost of all we would like thank Allah

 Almighty, then Ma·am Duria for all her guidanceand help throughout the project.

2

8/3/2019 Mkt-201 Presentation on[1](1)

http://slidepdf.com/reader/full/mkt-201-presentation-on11 3/26

CONTENTS

Introduction to Unilever Pakistan Limited

Introduction to Surf Excel

Existing STP of Surf Excel

Marketing Mix of Surf Excel

Recommendations and Conclusion

3

8/3/2019 Mkt-201 Presentation on[1](1)

http://slidepdf.com/reader/full/mkt-201-presentation-on11 4/26

INTRODUCTION TO UNILEVER

William Lever was the originator of lever

brothers.

He established Lever Brothers in 1827 in

England. In 1930, Margarine Uni and Lever brothers

merged together and renamed the buisness as

Unilever Pakistan Limited.

Unilever is a European based company withheadquarters in London.

4

8/3/2019 Mkt-201 Presentation on[1](1)

http://slidepdf.com/reader/full/mkt-201-presentation-on11 5/26

The vision of Unilever Pakistan Limited is driven

by is the commitment to excel and we are hereto sell aspiration not brand.

5

8/3/2019 Mkt-201 Presentation on[1](1)

http://slidepdf.com/reader/full/mkt-201-presentation-on11 6/26

6

8/3/2019 Mkt-201 Presentation on[1](1)

http://slidepdf.com/reader/full/mkt-201-presentation-on11 7/26

INTRODUCTION TO SURF EXCEL

7

8/3/2019 Mkt-201 Presentation on[1](1)

http://slidepdf.com/reader/full/mkt-201-presentation-on11 8/26

8

Surf Excel was introduced in Pakistan in 1960.

It was introduced after the name surf 

In 1990s, surf was re-introduced with a changed brand

name and improved quality i.e. SURF EXCEL. It is available in different varieties and sizes in brand.

8/3/2019 Mkt-201 Presentation on[1](1)

http://slidepdf.com/reader/full/mkt-201-presentation-on11 9/26

9

EXISTING STPS OF SURF EXCEL

8/3/2019 Mkt-201 Presentation on[1](1)

http://slidepdf.com/reader/full/mkt-201-presentation-on11 10/26

SEGMENTATION

Surf Excel have segmented its market on the basis

of following variables:

Geographic

Psychographic Demographic

Behavior

10

8/3/2019 Mkt-201 Presentation on[1](1)

http://slidepdf.com/reader/full/mkt-201-presentation-on11 11/26

GEOGRAPHICALLY 

Urban and Sub-Urban areas

11

8/3/2019 Mkt-201 Presentation on[1](1)

http://slidepdf.com/reader/full/mkt-201-presentation-on11 12/26

DEMOGRAPHICALLY 

It can be used for all family size from larger to

smaller.

12

8/3/2019 Mkt-201 Presentation on[1](1)

http://slidepdf.com/reader/full/mkt-201-presentation-on11 13/26

PSYCHOGRAPHICALLY 

Upper and middle level class people

People with every kind of lifestyle.

13

8/3/2019 Mkt-201 Presentation on[1](1)

http://slidepdf.com/reader/full/mkt-201-presentation-on11 14/26

BEHAVIOURLY 

Purchased in every occasions as its main purpose

is cleanliness.

14

8/3/2019 Mkt-201 Presentation on[1](1)

http://slidepdf.com/reader/full/mkt-201-presentation-on11 15/26

TARGET MARKETING

SURF EXCEL target market includes Middle

Class, Upper Middle Class and Upper Classes. It is mainly targeted to all kind of women.

Its target marketing strategy is differentiated.

15

8/3/2019 Mkt-201 Presentation on[1](1)

http://slidepdf.com/reader/full/mkt-201-presentation-on11 16/26

POSITIONING

They are creating perception by differentiating is

product through its unique packaging and tag

lines.

DAAG TAU ACHE HOTE HAI. JESA BHI DAAG HO SURF EXCEL HAINA 

DIRT IS GOOD.

16

They are creating environment for people

to have a life easy chance.

8/3/2019 Mkt-201 Presentation on[1](1)

http://slidepdf.com/reader/full/mkt-201-presentation-on11 17/26

MARKETING MIX OF SURF

EXCEL

17

8/3/2019 Mkt-201 Presentation on[1](1)

http://slidepdf.com/reader/full/mkt-201-presentation-on11 18/26

PRODUCT

Surf excel is available in different variety range

and quantities. Popular for its cleaning power of every type of 

stain.

18

8/3/2019 Mkt-201 Presentation on[1](1)

http://slidepdf.com/reader/full/mkt-201-presentation-on11 19/26

PRICE

Following are the Prices of Surf excel that are set

by taking into consideration the size, type of 

product:

19

QuantityPrice in

rupees

25 grams 5

50 grams 10

115 grams 20

500 grams 115

1 000 grams 210

2000 grams 405

8/3/2019 Mkt-201 Presentation on[1](1)

http://slidepdf.com/reader/full/mkt-201-presentation-on11 20/26

PLACE

Surf excel is available in all the big cities, towns

and districts of Pakistan. It is available at general stores as well as

departmental store.

20

8/3/2019 Mkt-201 Presentation on[1](1)

http://slidepdf.com/reader/full/mkt-201-presentation-on11 21/26

PROMOTION

Print Electronic media particularly TV channels

and web. Electromagnetic media i.e. radio etc.

Billboard.

Public relation.

21

8/3/2019 Mkt-201 Presentation on[1](1)

http://slidepdf.com/reader/full/mkt-201-presentation-on11 22/26

PACKAGING

Unilever has a new Phenomenon. It consults all 3trade models (General trade, Local modern trade,

and International modern trade) while designing

packaging for Surf Excel.

Its color represent fragrance, color retainer, andcleanness.

22

8/3/2019 Mkt-201 Presentation on[1](1)

http://slidepdf.com/reader/full/mkt-201-presentation-on11 23/26

23

RECOMMENDATIONS AND

CONCLUSION

8/3/2019 Mkt-201 Presentation on[1](1)

http://slidepdf.com/reader/full/mkt-201-presentation-on11 24/26

RECOMMENDATIONS

Segmentation And Targeting

In our perception Surf Excel should not change

its Segmentation and targeting because

according to the price they have done correctsegmentation.

Positioning

In our opinion, surf excel should differentiate its

every variant because most of the people just

know the brand name but are not aware of the

nature and function of its variants.

24

8/3/2019 Mkt-201 Presentation on[1](1)

http://slidepdf.com/reader/full/mkt-201-presentation-on11 25/26

CONCLUSION

 As Surf Excels main purpose is cleanliness of 

Pakistan without any worries of stains and

marks therefore it should also do more creative

promotional activities so that people can get

much more knowledge about surf excel and its

variants and surf excel could become a market

leader in detergent powders in Pakistan

25

8/3/2019 Mkt-201 Presentation on[1](1)

http://slidepdf.com/reader/full/mkt-201-presentation-on11 26/26

THANK YOU

26