TARGET MARKET OF EXPRESS WASHING POWDER

EXPRESS is a premium quality detergent which was launched at a 30% less price than other premium detergents , because the main purpose of its launch was to penetrate in the middle segment market as well as to break and capture the market of SURF by Lever brothers.As a premium quality product at an economical price express gained huge success and just in a period of 3 years from its launch it became the market leader in 1989. People from the middle level segment converted from soap users to express users , a big number of unbranded detergent users also converted into express users and those upper level people who purchased surf because it was their need but were not happy by its price, became express users. All this brought a drastic change in the detergent market in Pakistan , and express was day by day

becoming a threat to surf.

The company thought about launching express in a low price , because they conducted a survey , in

which they found out that there was a big number of potential detergent buyers who wanted an

excellent quality detergent at less price.So this survey result became the backbone of the launch of

express in order to convert those potential buyers into actual buyers , and finally did managed to do so.