Indivisual Project

8/3/2019 Indivisual Project

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Brief profile of product

Surf excel

Surf Excel, launched in 1959, is one of the oldestdetergentpowders in India andPakistan. Initially, thebrandwas positioned on the clean proposition of washes whitest.

However, with the emergence of numerous local detergent manufacturers and the entry ofother global brands, Surf Excel underwent various changes in its Brand Communication.

This is in line with the global communication platform of Dirt Is Good, which is a

communication strategy ofUnileverfor its premium detergent products, sold under

various brand names; such asOmoin Brazil andPersilin UK and France. Today, Surf

Excel leads the Premium Fabric Wash Category in India. Some of the other majordetergent products of Unilever in India areRin and Wheel. The latest entry into the

segment is Comfort, a Fabric Conditioner.

Surf Excel products includeMatic, a detergent powder designed specially for

washing machinesas it has a low lather formula. Quick Wash is a product that saves up to2 buckets of water andBlue is used for Fabric and Colour Care. Surf Excel also has some

specialist products like Gentle Wash, a liquid detergent, and Surf Excel Bar, a nil mineral

detergent bar. NIL MINERAL BAR: In India HUL is the only company where NMB is

manufactured. NMB manufacturing is different from traditional NSD bar manufacturing.It is a premium category product. The washing properties are enhanced due to no addition

of any fillers.
http://en.wikipedia.org/wiki/Detergenthttp://en.wikipedia.org/wiki/Detergenthttp://en.wikipedia.org/wiki/Detergenthttp://en.wikipedia.org/wiki/Brandhttp://en.wikipedia.org/wiki/Brandhttp://en.wikipedia.org/wiki/Brandhttp://en.wikipedia.org/wiki/Unileverhttp://en.wikipedia.org/wiki/Unileverhttp://en.wikipedia.org/wiki/Unileverhttp://en.wikipedia.org/wiki/Omo_%28detergent%29http://en.wikipedia.org/wiki/Omo_%28detergent%29http://en.wikipedia.org/wiki/Omo_%28detergent%29http://en.wikipedia.org/wiki/Persilhttp://en.wikipedia.org/wiki/Persilhttp://en.wikipedia.org/wiki/Persilhttp://en.wikipedia.org/wiki/Washing_machineshttp://en.wikipedia.org/wiki/Washing_machineshttp://en.wikipedia.org/wiki/Washing_machineshttp://en.wikipedia.org/wiki/Persilhttp://en.wikipedia.org/wiki/Omo_%28detergent%29http://en.wikipedia.org/wiki/Unileverhttp://en.wikipedia.org/wiki/Brandhttp://en.wikipedia.org/wiki/Detergent


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Product Range

It penetrates into the layers of fabric and removes tough stains from 10 most stain prone areas

like collars, cuffs, pockets, bottoms, waist sleeves, stocks, underarms and trouser falls.

Ordinary detergents have excess lather that wastes water without giving a complete wash.

Only Surf excel Quickwash has a special low lather formulation that removes tough stainswhile saving two buckets of water daily.

Water that contains dissolved calcium and magnesium salts is called Hard Water. While it's an

enriched form of drinking water that keeps you healthy and strong, clothes don't exactly feel thesame way. Because of its inability to dissolve soaps and detergents, washing with hard water can

be a waste of time - clothes simply refuse to clean and your frustration can grow.

Only Surf excel Quickwash smartly converts hard water to soft water and the best part is, thishappens as soon as the soap and water mix.

So if you belong to a part of India that predominantly has hard water, you would benefit greatly by using

Surf excel Quickwash. Go on! Give your clothes the softness they deserve.

Surf excel Quickwash is available in the following pack.

4000g

3000g

1500g

750g

500g

200g Carton

200g Refill

3300g Bucket


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Growth and development of product STRENGTH:

Innovative marketing tactics like dirt is goodConstantly changing as per washing needs.Strong brand portfolio.High quality manpower.

Companys strategy to have the right product at the right shop with the right kindof visibility. WEAKNESS

Is forced to spend big chunk of money on advertising due toImpulsive buying behavior.

OPPORTUNITES

Growing needs of rural market

Rising income certainly opening door for more market share THREATS

Major competitors like Ariel can give competition

Local soaps and detergents can capture lower income market Analysis of the Findings

Surf excel is a major player in the Pakistani detergent market. today themarket is notdeclining but shifting towards more perceived value and addedbrands. So every brandhas to update itself with changes to retain its positionin the market.

More scrubbing, rinsing and additional detergent is required.

Clothes become discolored (yellow or brown) and get faded.Stain removal is difficult.

Clothes do not retain fresh fragrance.


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Surf excel Quickwash turns hard water into soft water. It has ingredients that are specially meantto trap the calcium and magnesium ions that cause water hardness and results in soft water!

their hardness test for proof

The hardness scale turns red if the water is hard.

On mixing Surf excel Quickwash with power boosters, the strip turns green and the water isnow soft. Stain removal is now much simpler.


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Major players and their profile

MARKETING POSITIONING:

Surf Excel is considered to be a trusted and premium brand because of its uniqueassociation. Unilever is positioning their product in the best of their customersatisfaction which also differentiate from their competitors. They are creatingenvironment for people to have a life easy chance.

As regarding the image there is message for the peoples to avoid on the occasionsto restrict when kids are in situation of doing something extra ordinary.

hey are also positioning as considering the fact of Strongs competition .So they are

also focusing different type of facilities.


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MARKETING MIX

Product

In product some elements are involved which are Variety, Quality, Size, FeaturesBrand Name, Packaging and Services.

Varity :-

Surf Excel is at present situation available in two varities

Surf Excel

Surf Excel Matic

Quality:-

Surf Excel quality is very popular among the peoples as Dominating the washingpowders markets in Pakistan for four decades; Surf has continued to changeaccording to consumer needs. since the brand has undergone numerous productquality improvements to offer best cleaning results.

Brand Name:-

Surf Excel is not only the product for washing the cloths but also it has created theThe relation ship with customers as making grounds to promote their kids.

Surf Excel is the brand that is targeting the peoples through believes and values.There fore they define there product on the basis of some relating activities.

As regarding the image there is message for the peoples to avoid on the occasionsto restrict when kids are in situation of doing something extra ordinary.

Parents should encourage them.


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Size:-

Surf Excel is available in different quantities which are as follows

25g, 50sg,115g, 500g, 1kg and 2kg.

Price

Here the firms have to consider many factors for determining the price.Selecting the price objective

Analyzing competitors costs,

Prices and offers.

Selecting a pricing method.

Price is simply the cost plus profit of the firm. There are many competitors in themarket. So the firms have to consider about the competitive price while selectingnew price and schemes.

Price to Distributors

The company provides products to the distributors for the prices decided keeping inview the cost, the target revenue and competitors prices. All distributors are beingequally treated.

Prices Charged by Distributors to Retailers

Unilever gives margin of certain percentage to distributors so in this way prices tobe charged by distributors to retailers are fixed.

Prices Charged by Retailers to Ultimate Consumers

Company influences prices charged by retailers. So retailers are bound to chargefix price to ultimate consumer

How to set the price of the product

Prices are set by taking into consideration into the prices of the competitors.


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As there products are highly quality .so usually they charge high prices. Such likeUnilever set low price for Wheel Washing Powder in past. And they are chargingprice of surf Excel on the base of its quality.

Prices are set by taking into consideration

What Customer believe for high price & high quality.

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

They charge different prices to registered and unregistered retailers.

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

List prices of surf excel

Surf Excel

Quantity Price in rupees

25 grams 5

50 grams 10

115 grams 20

500 grams 115

1 000 grams 210

2000 grams 405

Discounts

A quantity discount is price reduction to those who buy large volumes. This is given

to increase company sales. So that firm can have more revenues. However Unilever isallowing 1% discount to distributors & whole sellers on purchase of Surf Excel of worthRs600.

Discounts on payment period

It is a price reduction to buyers who pay their bills promptly. A typical example is 2/10 net 30. Which means payment is due within 30 days and buyer can deduct 2 %


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by paying the bill within 10 days. But Unilever is not offering such discount.They are dealing on cash basis.

Locations

As on the basis of Surf Excel Unilever is focusing on all areas through which it ispossible to cover different classes needs.

Thats why Unilever products are available at general stores as well asdepartmental stores, eg: Akbari store, Al Fatah & Decent departmental store.

Coverage

Unilever aims to create a long term relationship with customers so they belief thatthis objective will be only fulfill, if they have system to handled the markets needsas to reach the product on all areas where its target market exist.

Shelf Spacing

Surf Excel is being position in different departmental store on the base of takingthe a specific area among other brands.

Inventory

As Unilever mostly products are convenience product. So they have to maintaintheir position strong as contains the inventories in huge amounts. Through whichit will be possible to facilitate the market on times as placing it after everytwo day

Promotion

Promotion consist of a diverse collection of incentive tools, mostly short term,designed to stimulate quicker and greater purchase of particular product/servicesby consumer as the trade.

Unilever Pakistan Limited places their products in local as well as in foreignmarket. They export directly and indirectly. Unilever promote their productsthrough media, and other trade incentives to distributors and wholesalers.


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ADVERTISING STRATEGY

FACTORS FOR DECIDING MEDIA STRATEGY

Which one is more effective

Cost benefit

More access

.

In this scheme company gives the points to whole sellers on the purchasing ofRupees 200. Schedule is as follows.

Brand SKUs Purchasing Points

Surf Excel 25 200 10






Promotion methods

Advertising.

Newspaper:

Times of India and many more is being used for advertisement in front page.


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Television:

All nationwide channels are being used to run the campaign of Surf Excel.

Sales promotion

Incentives:

Last year Surf Excel was sell as giving 1kg mango on the base of purchasing of1kg Surf Excel at selected areas such as Gulberg.

Samples:

Surf Excel is well known brand therefore there is no need to promote it bysamples.

Personal selling

Order takers:

Company has employees who perform the activity of order taking fromdifferent areas to facilitate the retailers. There usually one day companyperform the activity of order taking and very next day they deliver the SurfExcel to the destination.

Stalls:

Company arranges their stalls in the exhibition at which the products aredisplayed.

Public relations

Through Events:

Surf Excel is creating the relation ship with peoples as associating as consideringthe kids importantly because they know that when they will capture the feelings ofthe kids they have the strong grounds as this segment is more favorable.


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Financial performance of product


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Competition strategies

In competitive strategy there are some sort of pressure on you, which have, youmust the capability to face it like they are

Pressure of Buyers:

When there is a lot of sellers lying in the market then buyer has power toinfluence.

Pressure of Suppliers:

One supplier for a company can exploit the company. There for Surf Excel has 3Suppliers for the purpose to bargain with them effectively.

Threats of Substitutes:

In the detergent market people have choices as they can take Surf Excel andAriel alternatively.

Threats of new entrance:

New coming brands of China and other smuggled brands are huge threat for Surf

Excel.

As concern of competitive strategy the organizations really should focus onfollowing of three strategies

Differential strategywhen we see towards the Unilever they have reallyprovide the good quality products to the consumers like packing and beautifulappearance with beautiful colors and images as well as Unilever focusing onbest quality of Surf Excel as charging the premium on it.

Documents

Indivisual Project