CONSUMER BEHAVIOR TOWARDS SURF EXCEL

8/10/2019 CONSUMER BEHAVIOR TOWARDS SURF EXCEL

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JINNAH UNIVERSITY OF WOMEN

GROUP NUMBER:1st

SUBMITTED TO: SHAISTA KAMAL

GROUPS MEMBERS:

CLASS: BBA 3RD(B)

COURSE: ELECTIVE 1 CONSUMER BEHAVIOR

AFSHEEN KHAN

AREEBA IMTIAZ

HIRA ASHFAQSAIRA IQBAL


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UNILEVER


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COMPANY PROFILE

The company was founded in 1872 and is based in Karachi, Pakistan.

Unilever Pakistan Limited operates as a subsidiary of Unilever Overseas Holdings

Unilever is the largest FMCG company in Pakistan.

Unilever is one of the world's leading suppliers of fast moving consumer goods.


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BRAND CATEGORIES


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VISIONWe work to create a better future every day

Mission"vitality is at the heart of everything we do .it's in our brands ,our

people and our approaches to business ".


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PURPOSE & VALUE PRINCIPLES

ALWAYS WORKING WITH INTEGRITY

POSITIVE IMPACT

WORKING WITH OTHERS


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SURF EXCEL

Surf Excel was introduce by Unilever company in 148.

The tagline of Surf excel isDirtIs Good.

It is Pakistanslargest selling detergent powder.

With continuous technological innovations, the brand has always managed to

fight off competition.

It enjoys a huge market share of about 40%.


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BRAND PHILOSOPHY

Surf Excel believes that stains are good.

This is because when children go out and play and get dirty, they don't just

collect stains.

This helps them get stronger and get ready for the world outside.


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SWOT ANALYSIS

STRENGTHS

Enjoying economies of scale.

Good will in the market.

Have Strong distribution channel in Pakistan.

WEAKNESS

Huge inventory stocks of raw material.

Weak spending on R& D.Internal operating problems.

OPPORTUNITIES

Rapid market growth.

Changing customersneeds & wants as life style change.

THREATSThere is very tough competition in detergents markets.

Low profit margins.


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OBJECTIVES OF SURF EXCEL

The objectives of the Surf Excel is

To be the best possible cleaning solution in the market


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MARKETING STRATEGIES


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TARGET MARKET

Target mainly housewives.

Pakistansmiddle income group comprises about35million consumers.

Surf Excel is also looking at lower income market as well as the higher

income with different sets of products.


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ADVERTISING

TVBillboards

Radio

Print media

Surf Excel will keep continuing its advertising campaign dirt is good and

educate parents through new attractive commercials to support the

positioning strategy.


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PRICE

Prices are set by taking into consideration.

There price are high. Because they believes in zero defects.

They charge different prices.

Prices are set by taking into consideration the size, type of product.

LIST PRICES OF SURF EXCEL

QUANTITY PRICE IN RUPEES

25 grams 5

50 grams 10

115 grams 20500 grams 100

1000 grams 195


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LOCATIONS

As on the basis of Surf Excel Unilever is focused on all areas through which it is

possible to cover different classesneeds.


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COMPETITORS


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OUR FINDINGS

Male 6%Female 94%

Less than 20 years 16%20-30 years 62%

30-40 years 8%

40 years or more 14%


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Student 66%

Household 16%Job holders 18%

Below 20,000 4%

21,000 to 40,000 32%

41,000 to 60,000 14%

60,000 and above 50%


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2 members 4%

3 member 12%

4 members 16%

Above 4 members 68%

Yes 76%

No 24%


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Surf excel 76%

Yes 66%

No 34%


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Switch the store36%

Delay the purchase 18%Purchase the available brand 46%

Weekly 18%

Monthly 70%

After 2 months 12%


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Low 6%

Reasonable 70%

High 24%

Small 4%

Medium 30%

Large 66%


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Yes 74%

No 24%

Yes 50%

No 50%

Yes 30%

No 70%


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Yes 78%

No 22%

Entire family 58%


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RECOMMENDATION

Surf Excel should encourage marketing campaigns

in order to boosts the sales.

Surf Excel should come up with some value added

schemes in order to attract masses.

Surf Excel should diversify itself as it may comewith a formula of detergent as well as clothes

softener to convey the image of innovation and

improvement.

Surf Excel should get itself involve in some

encouraging Corporate Social Responsibility in

order to create awareness amongst masses.

Surf Excel should try to minimize its pricing

strategy in order to attract masses.


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CONCLUSION


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ANY QUESTION


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Documents

CONSUMER BEHAVIOR TOWARDS SURF EXCEL