Washing Powders

7/26/2019 Washing Powders

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decreased packaging costs 6ecause carton packing is far more expensive than the

polthene 6ags.

he compan thought a6out launching express in a low price 5 6ecause the

conducted a surve 5 in which the found out that there was a 6ig num6er of

potential detergent 6uers who wanted an excellent 2ualit detergent at less price.

1o this surve result 6ecame the 6ack6one of the launch of express in order to

convert those potential 6uers into actual 6uers 5 and =nall did managed to do so.

1i>e 'rice

!kg ,s !$!

4""gms ,s %

'89+:

+0',+11 is placed at stores in posh localities 5 as well in the middle level localities.

he reason 6ehind this placement strateg is that express was mainl launched for

the middle income group. @ut it received good response 6 upper level as well. <t is

never placed at a shop visited 6 people from lower income level 6ecause it is not

marketed in sachets 5 to cater their needs ' launched 6onus which a a low 2ualit

and low price so as to ful=ll the detergent needs of low level income and group and

also to convert soap users into detergent users.

',*A*<*B:

'romotion is an important factor and ever compan pas a lot of attention to it. <n

the case of detergents various kinds of promotion techni2ues can 6e applied.

9t the time of launching of +0',+11 in !;&# 5

' made washing machine manufacturers recommend express to their clients.

he marketing team went at peoples homes to do personal selling and to answer

their 2uestions.

+xpress was a co-sponsor of the world cup cricket !;& held in 'akistan.

9t the time of re-launch of +0',+11 in Canuar $"""5

' made the 2ualit control manager of 9l-karam textiles recommend express for

the protection of fa6ric colors.



TARGET MARKET OF EXRE!! "A!#$%G O"&ER EXRE!! is a premium

2ualit detergent which was launched at a 3" less price than other premium

detergents 5 6ecause the main purpose of its launch was to penetrate in the middle

segment market as well as to 6reak and capture the market of 1,7 6 8ever

6rothers.9s a premium 2ualit product at an economical price express gained huge

success and ust in a period of 3 ears from its launch it 6ecame the market leaderin !;&;. 'eople from the middle level segment converted from soap users to

express users 5 a 6ig num6er of un6randed detergent users also converted into

express users and those upper level people who purchased surf 6ecause it was their

need 6ut were not happ 6 its price5 6ecame express users. 9ll this 6rought a

drastic change in the detergent market in 'akistan 5 and express was da 6 da

6ecoming a threat to surf. he compan thought a6out launching express in a low

price 5 6ecause the conducted a surve 5 in which the found out that there was a

6ig num6er of potential detergent 6uers who wanted an excellent 2ualit

detergent at less price.1o this surve result 6ecame the 6ack6one of the launch of

express in order to convert those potential 6uers into actual 6uers 5 and =nall did

managed to do so.

!urf Excel

1urf +xcel was the =rst in the 'akistan detergent powder market. *ver the ears5

1urf +xcel has anticipated the changing washing needs of the 'akistan homemaker

and constantl upgraded itself.

4 '(s of 1urf +xcel

'roduct1urf +xcel is 'akistans largest selling compact detergent powder5 it promises to

tackle the toughest stains without damaging the colour of the fa6ric. his is 6ecause

onl 1urf +xcel has smart sensors that can diEerentiate stains from colours. Bow

consumers dont have to worr a6out tackling the reall tough stains5 especiall on

coloured clothes anmore.

1urf excel with active oxgen is formulated to remove a range of stains such as

chocolate5 ink5 egg olk5 6lood5 turmeric and coEee. <t gives clothes a complete

cleaning while caring for the fa6ric. <t is recommended 6 1inger FAanufacturer of

+lectronic appliancesG for use in top loading washing machines.

'rice:

1i>e 'rice

!kg ,s !%

%""gms ,s &;

hose 1KFsG allow 1urf +xcel to deepl penetrate in the market 6 covering all



possi6le washing powder consumers5 6ased on income group. <t also enos the

market share of around 3& among the total 6randed laundr detergents in

'akistan.

3% and !% gms 1KFsG are also called hanging 1KFsG5 it targets in lower class of

societ areas . ompan gives special focus on the availa6ilit and visi6ilit of these

particular two 1KFsG F3% H !% gmsG in all shops of those low-line areas.

he purpose of focussing on these 1KFsG is to cater the demand of the consumers

as per their low purchasing power and capacit to 6u the well known 6rand and to

generate more and more trials among the consumers to make them 6rand loal.

hat is wh the compan calls these small 1KFsG a trial generation 1KFsG.

'lace

nilever has an <ntensive dealership network of 4%" distri6utors all over the

'akistan5 ni lever also prohi6its distri6utors from carring competitive 6rand of

competitors. 7or distri6ution it supports intensive distri6ution polic which suggests

targeting the product through each and ever outlet.

<n Karachi itself there are distri6utors for all its products5 those distri6utors

distri6ute the product all over the !5%"" shops twice a week5 form those !5%""

shops there are $5""" whole-sellers5 who distri6ute the suppl further to the other

5""" shops.

'romotion and 9dvertisement

he 6rand advertisement plan is 6ased on an annual 6asis5 which is made on the6asis of assumptions and competitors( moves. hese plans are discussed and

reviewed ever month and modi=cations / changes are made if re2uired. <f an

change is re2uired than it needs to 6e approved from the Directors.

he divide the advertisement 6udget into two parts5 =rst part is focused on theme

advertisement5 and other focused on promotional activities. 9s a premium 6rand

1urf +xcel needs to have heav advertisement on television. *ther media also used

keeping in view the target consumers.

he reason for heav advertisement on elevision is 6ecause I is the maorinJuencer media5 so maor share of the advertisement goes to I.

7or 'romotion purposes5 the give

rade oEers

7or trade oEers5 the oEer 3# ,s. Discount per carton etc.

1ales 7orce 'romotion



7or distri6ution sales force5 the give !5""" ,s. to the District sales representatives

Fif the achieve their targetsG.

onsumer 'romotion

7or consumers the oEer promotions from time to time 6 providing oEers such as

$% +xtra 2uantit5 $# ,s. oE5 the also some times include sachet of the otherproducts in order to generate the trials of diEerent ni l ever 6rand 1KFsG through

the strength of 1urf +xcel( large consumer 6ase.

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