MARKETING PLAN: SURF EXCEL M.BILAL KHAN (2642) I.U.G.

1. CURRENT MARKETING SITUATION

COMPANY PROFILE:
Unilever Pakistan Limited manufactures and markets home and personal care products, beverages, ice cream, and spreads in the United Kingdom. The company provides food products, such as soups, bouillons, sauces and dressings, noodles, complete meals, margarine and spreads, olive oil, and tea, as well as frozen foods cleansing and hygiene products for the home care market and skin cleansing, deodorants, and antiperspirants for personal care market. !t offers its products under "lose Up, #$e, %ove, &e$ona, 'unsilk, (heel, &afhan, 'urf )$cel, "omfort, Lu$, Pond*s, Lifebuoy, Lipton, +rooke +ond, )nergile, Knorr, Pearl %ust, and 'upreme brands. The company was founded in ,-./ and is based in Karachi, Pakistan. Unilever Pakistan Limited operates as a subsidiary of Unilever 0verseas 1oldings Limited.

KEY TO SUCCESS:
To build customer value, satisfaction and hardcore loyalty with the brand.

Surf Excel
'urf )$cel is the oldest detergent brand to be present in Pakistan since ,234. !t might sound strange for a leading laundry brand like 'urf )$cel to say that dirt is good, but healthy activities involving dirt are essential to development. !t5s how kids learn e$press their creativity and it bolsters their immune systems.
%ominating the washing powders markets in Pakistan for four decades 'urf has continued to change according to consumer needs. +eing a pioneer, 'urf had to work hard to gain acceptance in the early days. To educate housewives about its use, house to house demonstration were organized in Lahore and Karachi. 6ree sample and coupons were also distributed to recruit consumer. There has been no looking back since the brand has undergone numerous product 7uality improvements to offer best cleaning results. 0ver the year, there has been emergence of low unit price packs. (ith continuous technological innovations, the brand has always managed to fight off competition. 'urf )$cel, which hit the shops recently, has already gained a reputation for the best in the market

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MARKETING PLAN: SURF EXCEL M.BILAL KHAN (2642) I.U.G.C

UNILIVERS MESSAGE:
(e have always believed that dirt is a valuable way to enrich our lives, both young and old. To ensure that everyone, anywhere in the country, can share in this initiative, we5re investing heavily in developing a range that suits the pockets of all income groups. This has included launching affordable skus that not only offer the top clean advantages of 'urf )$cel, but also reduce the time, physical effort and amount of water needed to wash clothes by hand.

BRAN

P!ILOSOP!Y:

'urf )$cel believes that stains are good. This is because when children go out and play and get dirty, they don5t 8ust collect stains. They e$perience life, make friends, share with each other and learn from each other. This helps them get stronger and get ready for the world outside. #long with dirt being an obstacle towards play 9 e$perience 9 learning, what are the other reasons for kids not playing enough in today*s world: !n /44; < /443 'urf launched Paint and =ames >asti where children were invited to participate in various activities designed to communicate that ?Dirt is Good@. This year however, 'urf has taken the concept of ?%irt is good because %irt 9 Play < Play !s =ood@ to a deeper level and addresses the issues surrounding children*s playA the idea of learning through play, the obstacles towards play, the impact of not enough play for our children. #s a socially responsible company and brand, it believes that they can create a platform on which they can take this message forward to showcase how playing helps children mentally and physically.

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MARKETING PLAN: SURF EXCEL M.BILAL KHAN (2642) I.U.G.C

"#" Mar$e%

e&cr'(%')*

Total per annum sale of detergents in Pakistan is up to /, B4,444 tons out of which 'urf )$cel claims 23444 tons. 'urf )$cel is having B4 percent market share in volume. 'ales are e$pected to be increased to /C to BC in the ne$t few years. 'urf )$cel is not 8ust targeting the middle income category. (ith the broadest socioDeconomic footprint amongst consumer goods competitors, 'urf )$cel is also looking at lower income market as well as the higher income bracket with different sets of products. That was the income bracket but if we analyze the commercials aired on TE or &adio or via print media we will notice that most of the communication is done by the help of children through tagline dirt is good. The philosophy behind this is the children are the best influencers for the deciders. The children with this eye catching phrase try to influence the decision of their parents Fmainly motherG who are the deciders. 'egmentation is done on the basis of Living standard measure FL'>G, which ranges from , to ,;. , denotes those people who are living from hand to mouth, whereas ,; denote e$tremely rich and elite class. L'> is measure by a number of variables such as no of mobile phones in a house, no of cars, income bracket, etc. 'urf )$cel starts from 3 who can afford washing machine for washing.

"#+ Pr),uc% Re-'e.

'urf )$cel is a product of Unilever which is at growth stage as it has large market. !n >arket 'urf )$cel ;4 grams has huge market share with respect to other 'ashes. (hile demand of ;44 grams is very low.;4 grams is facilitating the class + and Lower +. #nd ;44 grams are facilitating the "lass # and "lass +H. # comparison of cost price with sale price of Products in product line.

Quantity

Surf Excel Cost Price in Rupees

Sale Price in Rupees

/; grams

4.7
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MARKETING PLAN: SURF EXCEL M.BILAL KHAN (2642) I.U.G.C

3; grams ,I4 grams ;44 grams ,444 grams

9.5 19 90.50 1 5.50

10 20 100 195

PRODUCT LIFECYCLE:
'urf )$cel is at growth stage unlike Lu$ which is at >aturity. The 'urf is still showing an increase in profits Fappro$imately /;C this yearG. #t growth if the sales are stagnant or not increasing company can relaunch or reposition it*s product to give a boost as it was previously done with Lifebuoy.

!nile"er Products #.C.G $atri%

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MARKETING PLAN: SURF EXCEL M.BILAL KHAN (2642) I.U.G.C

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MARKETING PLAN: SURF EXCEL M.BILAL KHAN (2642) I.U.G.C

"#/ A Re-'e. )f C)0(e%'%')*

Ariel

'urf )$cel ma8or competitor in the Pakistani >arket is #rial. &istory (hen we talk about ?P < =@ then 7uestion arises what stands for it, basically it stands for ?Proctor < =amble@. +asically it came into e$istence in ,-I. in 7ueen city of west. (illiam Procter 7uickly established himself as a candle maker. James =amble apprenticed himself to a soap maker. 'oon they started to work combine in ,-I. a bold new enterprise was bornA Procter < =amble. 0n #pril ,/, ,-I., (illiam Procter and James =amble start making

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MARKETING PLAN: SURF EXCEL M.BILAL KHAN (2642) I.U.G.C

and selling their soap and candles. 0n #ugust //, they formalize their business relationship by pledging KI,;23.B. apiece. The formal partnership agreement is signed on 0ctober I,, ,-I.. They are also in the process to facilitate on the base of providing washing powder. 'eed Use for the purpose to wash the cloths Custo(er #ene)it #riel is associating the brand with customer on the bases to give them superior 7uality and makes the ground for customer to provide a theme which cause to have happiness. *+RG,* $+R-,* ./ +R0,1 #riel has adopted the strategy of market aggregation. #&!)L target market includes >iddle "lass, Upper >iddle "lass and Upper "lasses of the population of Pakistan. The Ladies of Pakistan who are very conscious about their family. $+R-,*0'G P.S0*0.'0'G #riel is considered to be a trusted and premium brand of Pakistan. Procter and =amble is positioning their product in the best of their customer satisfaction. #s charging money they are positioning their product as best use as well as providing 7uality in response. They are focusing on the 7uality and they are also in a motive to facilitate the customer as providing a whole range which they can.

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MARKETING PLAN: SURF EXCEL M.BILAL KHAN (2642) I.U.G.C

Price Co(parison 2it3 di))erent Players

"#1 A Re-'e. )f Distributors

'&%r'2u%')*

Brand

%istributors are the institution through which availability of products is possible. Unilever*s distributors have a very good relationship with them. #nd the important thing is that they must integrate into total marketing mi$ because of time and money re7uired to setup an efficient channel.

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MARKETING PLAN: SURF EXCEL M.BILAL KHAN (2642) I.U.G.C

D0S*R0#!*0.' S*R+*,G0,S
Unilever uses the following multiple channel of distribution.

!nile"er uses a lot of distributors and retailers to supply its products in each market where the final customer might reasonably look for it. (hile appointing a distributor for a particular area, management uses its own 8udgment to select such a person that has a potential to operate effectively. #t present 'ituation for 'urf )$cel they are focusing by intensive manners.

,))ect o) Distri4ution on sales trend

Designing o) c3annel )or Sur) ,%cel Unilever has adopted the method of intensive distribution for 'urf )$cel because the target market of this product is segmented for washing clothes using any method. The customer want to purchase this product from nearest shop as this is convenience product.
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MARKETING PLAN: SURF EXCEL M.BILAL KHAN (2642) I.U.G.C

"#3 Macr)4E*-'r)*0e*%
%etergent >arket is growing by ,3C intensively. #t present "onsumer prefer detergent on the base of 7uality. Pakistani Peoples are moving from rural areas to urban areas as life style is changing.

Demographics
!n the case of ?'U&6 )L")L@ the demographics that we have found out are , that any housewife who is both price sensitive as well as 7uality conscious , belongs to any class, any occupation , if can afford 'U&6 )L")L will buy it.

Psychographics
People who are ambitious, hygiene conscious, those who want to be authorative are 'urf )$cel buyers, because when it comes to personality values than no compromise.

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MARKETING PLAN: SURF EXCEL M.BILAL KHAN (2642) I.U.G.C

/. S#OT AN$ ISSUES ANAL%SIS

S5OT A*al6&'&

Strengt3s
)n8oying economies of scale =ood will in the market 'trong financial position 'urf has become the generic name in detergents 1ave 'trong distribution channel in Pakistan #bundant financial resources (ellDknown brand name (ell brand image

"ommitted employees

5ea6ness
1uge inventory stocks of raw material (eak spending on ?& < %@ !nternal operating problems

.pportunities
&apid market growth "hanging customers needs < wants as life style change To create relation with society on the social marketing basis Pakistan peoples moves from soap to detergent

*3reats
There is very tough competition in detergents markets
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MARKETING PLAN: SURF EXCEL M.BILAL KHAN (2642) I.U.G.C

Low profit margins 'muggled brands of "1!M# Mew competition in the market !ncreases in ta$es !ncreases in prices due to fuel prices

ISSUES A*al6&'&
There are some issues which were addressed to put into considerationA 6or 'ales growth they need highly intensive distribution and strong promotions Unilever is facing competition from P<= as on the base of different brands market share Unilever has to maintain its difference from other brands as creating uni7ue values those others are not giving with core product. 'ales growth is possible when product remains at fi$ed price for a specific time period and this depend on cheapest raw material handling and its transporting.

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MARKETING PLAN: SURF EXCEL M.BILAL KHAN (2642) I.U.G.C

3. OB&ECTI'ES
The ob8ectives of the 'urf )$cel is ?*o 4e t3e 4est possi4le cleaning solution in t3e (ar6et@

To meet the everyday needs of people everywhere N to anticipate the aspirations of consumers and customers and to respond creatively and competitively with branded products and services, which raise the 7uality of life:

Total commitment to e$ceptional standards of performance and productivity, to working together effectively and to a willingness to embrace new ideas and learn continuously.

To maintain highest standards of corporate behavior towards employees, consumers and the societies and world to ac7uire success.

The ma8or points are as followsA o 'ales growth o &evenue o >arket positioning o )nhance >arket shares
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MARKETING PLAN: SURF EXCEL M.BILAL KHAN (2642) I.U.G.C

o "ustomer satisfaction o =oodwill < reputation

4. MARKETING STRATEGIES
'urf )$cel is considered to be a trusted and premium brand because of its uni7ue association. Unilever is positioning their product in the best of their customer satisfaction which also differentiate from their competitors. They are creating environment for people to have a life easy chance. #s regarding the image there is message for the peoples to avoid on the occasions to restrict ?when kids are in situation of doing something e$tra ordinary@. They are also positioning as considering the fact of 'trong*s competition .'o they are also focusing different type of facilities. >anagement is developed following marketing strategies for upcoming yearA

Targe% Mar$e%:
>ainly housewives but the things have to be seen in conte$t. Pakistan*s middle income group comprises aboutI;million consumers. +ut 'urf )$cel is not 8ust targeting the middle income category. (ith the broadest socioDeconomic footprint amongst consumer goods competitors, 'urf )$cel is also looking at lower income market as well as the higher income bracket with different sets of products.

A,-er%'&'*g
!f we analyze the commercials aired on TE or &adio or via print media we will notice that most of the communication is done by the help of children through tagline dirt is good. The
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MARKETING PLAN: SURF EXCEL M.BILAL KHAN (2642) I.U.G.C

philosophy behind this is the children are the best influencers for the deciders. The children with this eye catching phrase try to influence the decision of their parents Fmainly motherG who are the deciders. 'urf )$cel will keep continuing its advertising campaign dirt is good and educate parents through new attractive commercials to support the positioning strategy. >edia advertisement budget will be appro$imately &sI4, 444,444 in /4,4 which was &s/., 2I2,/,. in /442 with ,.I;C of total advertising e$penditures in Pakistan.

'urf )$cel 7uality is very popular among the peoples as %ominating the washing powders markets in Pakistan for four decades 'urf will continued to change according to consumer needs. 'ince the brand has undergone numerous product 7uality improvements to offer best cleaning results.

S'7e
'urf )$cel is available in different 7uantities which are as follows /;g, ;4sg, ,,;g, ;44g, ,kg and /kg. 'urf )$cel is planned to introduce some other 7uantities in bag in the market.

Pr'ce
Price is simply the cost plus profit of the firm. There are many competitors in the market. #s their products are highly 7uality .so usually they charge high prices. 'o the >anagement has considered about the competitive price while selecting new price and schemes. Prices are set by taking into consideration (hat "ustomer believes for high price < high 7uality: o OThere price are high. because they believes in zero defects. o They charge different prices to registered and unregistered retailers. o OPrices are set by taking into consideration the size, type of product.
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MARKETING PLAN: SURF EXCEL M.BILAL KHAN (2642) I.U.G.C

1ist prices o) sur) e%cel

Sur) ,%cel Quantity /; grams Price in rupees

5 10 20 100 195

;4 grams

,,; grams

;44 grams

, 444 grams

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MARKETING PLAN: SURF EXCEL M.BILAL KHAN (2642) I.U.G.C

'&c)u*%&
# 7uantity discount is price reduction to those who buy large volumes. This is given to increase company sales. 'o Unilever is deciding to allow 17 discount to distributors < whole sellers on purchase of 'urf )$cel of worth Rs 00.

PROMOTIONS:
'ales Promotion is increased by ,4Cthis year. 'ales 6orce in 'urf )$cel is divided into I typesA =eneral Trade Fgeneral stores, Kiryana stores, >edical and =eneral 'toresG, Local modern trade Fsuper stores such as #ghaz, Maheed, %D>artG, and !nternational >odern trade FLarge houses such as >akro. 0utdoor >edia #gency is appointed for the advertising campaigns via billboard and signboards. These 0># classify different regions under 'trata, ranging from , to 3. 'trata , include cities like Karachi and Lahore, 'trata / includes cities with comparatively less density and so on. They may select sites as per the following e$ampleA 'trata , would have 34C advertising sites. 'trata / would have /4C advertising sites. 'trata I would have /4C advertising sites. They may book the site either for I4, 34 or 24 days depending upon the nature of the product, budget of the campaign, and rent of the site selected. The most effective advertising site in Pakistan is 'hahrahDeD6aisal. The effective billboard which is displayed on the left of the driver and is at a height of B4 to ;4 feet, with an e$ception of flyovers, bridges, and high altitudes road.

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MARKETING PLAN: SURF EXCEL M.BILAL KHAN (2642) I.U.G.C

L)ca%')*&
#s on the basis of 'urf )$cel Unilever is focused on all areas through which it is possible to cover different classes* needs. .

PACKAGING:
'urf )$cel, mainly Unilever has new Phenomena. !t consults all I trade models F=eneral trade, Local modern trade, and !nternational modern tradeG while designing packaging for 'urf )$cel. Packaging should be to create impulsive desires, and it should stand out among its competitors. !t is where Product development team and marketers come into action in furnishing packaging standards for all its product ranges.

I*-e*%)r6
#s Unilever products are convenience product. 'o they are decided to maintain their position strong as contains the inventories in huge amounts. Through which it will be possible to facilitate the market on times as placing it after every two days.

Per&)*al &ell'*g
.rder ta6ers8 Unilever has employees who perform the activity of order taking from different areas to facilitate the retailers. There usually one day company performs the activity of order taking and very ne$t day they deliver the 'urf )$cel to the destination. Stalls8

"ompany will arrange their stalls in the e$hibition at which the products are displayed.
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MARKETING PLAN: SURF EXCEL M.BILAL KHAN (2642) I.U.G.C

Mar$e%'*g Re&earc8
M()(*+,+)- ./ 01())+2 -3 (1134(-+ /(,+ +50+)2.-67+ 862*+- 937 ,(7:+-.)* 7+/+(74; (/ 4677+)- <+(7.

5. ACTION PROGRAMMES
There are some actions plans are considered this year to achieve business ob8ectivesA

)$penditures on >edia advertisement will be appro$imately &sI4, 444,444 in /4,4 which was

&s/., 2I2,/,. in /442 with ,.I;C of total advertising e$penditures in Pakistan

Kids painting program in )$poDcentre Karachi will be held 'econd 7uarter of /4,4 The company will launch the scheme !n which certain points will be given to wholesalers on the highest sales of be provided to peak wholesalers

surf e$cel on the basis of which certain incentives will

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MARKETING PLAN: SURF EXCEL M.BILAL KHAN (2642) I.U.G.C

6. FORECAST AN$ BU$GET

Total per annum sale of detergents in Pakistan is up to /, B4,444 tons out of which 'urf )$cel claims 23444 tons. 'urf )$cel is having B4 percent market share in volume and is focusing on increasing the market share up to B/ C to BB C.

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MARKETING PLAN: SURF EXCEL M.BILAL KHAN (2642) I.U.G.C

7. IMPLEMENTATION AN$ CONTROLS

"ompany deals only in those products that are profitable. !f there is any indication that any product is not

profitable company analyzes the reasons and step are taken to overcome the reasons. /or t3is purpose

!nile"er concern 2it3 (ar6eting researc3 )ir( +)taa4 +ssociates )or (ar6eting researc3 to gain t3e

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MARKETING PLAN: SURF EXCEL M.BILAL KHAN (2642) I.U.G.C

in)or(ation a4out trend o) (ar6et. "ompany also takes into consideration the welfare of the consumers. !t

takes into account the taste and habits of the consumer.

+!+L!0=&#P1P

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