Assignment no:3

Group members name

Nabila Niaz 13228002
Tassaduq hussain 13228003
M. Usman shahid 13228005
Abead.ur.rehman 13228007
Ali shan

[ Principles of
marketing]

13228004

.
Parents:
Age Group: 25-35 years
Young working professionals with no time for their family and kids
They are affluent and belong to high-society, elite, posh households
They are in general fear of dirt coming into their homes
These professionals spend more time indoors over the weekends
Children:
The advertisement should also cater to the kids aged between 3-15 years. The
Early years of a childs life are important for his learning and development and
Engagement in outdoor activities can help enhance
Macro-Environment:
Detergent Market is growing by 16% intensively. At present Consumer prefer detergent on the
base of quality. Pakistani Peoples are moving from rural areas to urban areas as life style is
changing.

Demographics:
In the case of SURF EXCEL the demographics that we have found out are , that any housewife
who is both price sensitive as well as quality conscious , belongs to any class, any occupation , if
can afford SURF EXCEL will buy it.
Psychographics:
People who are ambitious, hygiene conscious, those who want to be authorities are Surf Excel
buyers, because when it comes to personality values than no compromise.

Determine the communication objectives:

Liking:
Incre

In Islamic point of view, we believe that cleanliness is the half faith of Islam. And we
also teach same lesson to children. But in this ad they show that make your clothes as
dirty as you can all dirt can be washed away by surf excel that make the child mind. No
needs to worry about cleanliness as washed away in a washing machine with surf excel.
In this ad, they dont show any benefit or innovative thing that makes it different from
other washing powder.
They show only children in their ad other age group is not shown in this