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Acknowledgement

I would like to show my gratitude


towards our course instructor
Miss. Supriya Pathak for teaching
and making us capable enough
to work on this report. Without
her complete guidance and
support I would not have been
able to complete this endeavor. I
would also like to show my
gratitude towards the
respondents for their time and
providing valuable information
without which this report would
have not been completed. This
report contains all the relevant
material required as per
instruction. I hope this report
meets her expectations.
Executive summary
This research has determined the
consumer’s attitude with regards to
Ariel and Surf Excel, the brand
image of both the detergents in the
minds of the consumers, the level of
loyalty possessed by them and their
level of satisfaction.The data has
been collected from the respondents
through personal interviews and a
detailed questionnaire was designed
for that purpose.The interviews have
been conducted from the
respondents at random locations
and on telephone. The sample
includes 23 respondents.The data
gathered has been analyzed on a
question-by-question basis. The
details of the research findings are
mentioned after the analysis. And
recommendations are given to the
management based onthe research
findings
Introduction

Ariel

Procter & Gamble started its


operations in the country in 1991 is
marketing a range of consumer
goods products. Ariel is the product
of P&G. Ariel detergent gives
impeccable cleaning in stain
removal. Ariel contains unique
ingredients that cannot be found in
other detergents, thus it is designed
to remove a multitude of stains
better. Ariel is perfect for everyday
washing needs. The unique formula
has been designed to give brilliant
cleaning and long lasting freshness.
Surf Excel

Surf Excel is the product of Unilever.


Surf Excel is the oldest detergent
brand to be present in Pakistan
since 1960. The company believes
that dirt is a valuable way to enrich
lives, both young and old. To ensure
that everyone, anywhere in the
country, can share in this initiative,
Unilever invests heavily in
developing a range that suits the
pockets of all income groups. This
has included launching affordable
packs that not only offer the top-
clean advantages of Surf Excel, but
also reduce the time, physical effort
and amount of water needed to
wash clothes by hand
Research Background and
Project Overview

Ariel has been in the market for 18


years now; however Surf Excel has
a greater share in the detergent
market. The consumer’s viewpoint is
of great importance for the simple
reason that they are the bread and
butter of any organization. Hence,
this research is aimed to find out
the consumers perception with
regards to Ariel vis-à-vis Surf Excel.
This research will also try to find the
brand image of both the detergents
in the minds of the consumers, the
level of loyalty possessed by the
consumers and their level of
satisfaction.
COMPARITIVE ANALYSIS OF
CONSUMER PRECEPTION
WITH REGARDS TO ARIEL
VIS-À-VIS SURF EXCEL

Research Objectives
• To determine the attitude of
consumers towards Ariel vis-à-vis
Surf Excel.

• To identify the perception of


consumers about Ariel.

• To determine the effectiveness of


Ariel vis-à-vis Surf Excel.

Information Needs

• To determine the brand image of


Ariel in the minds of the consumers.
• To determine the brand image of
Surf Excel in the minds of the
consumers.

• To determine the satisfaction of


consumers regarding the detergent
they are using.

• To comparatively gauge the level


of Brand Loyalty possessed by
consumers of Ariel and Surf Excel

• To determine the extent of brand


awareness and brand recall of
Ariel

• To determine the extent of brand


awareness and brand recall of
Surf Excel
Research Design and Data
Sources

The research carried out is an


exploratory research that is; it has
only determined the consumer
perception about ARIEL VIS-À-VIS
SURF EXCEL.The focus of this
research is obtaining primary data.
The data is acquired via
communication with the
respondents. The respondents
include consumers of Ariel and surf
Excel and personal interviews were
undertaken with the respondents.

Data Collection Procedure

The data has been collected from


the respondents through personal
interviews and a detailed
questionnaire was designed for that
purpose.
The questionnaire was designed
according to the research
objectives; the questions fulfill the
aim of determining the comparative
attitude of the consumers towards
Ariel and surf Excel. For these
purposes, 14 questions are included
in the questionnaire. The
questionnaire is available in
Annexes. The interviews have been
conducted from the respondents as
follows:
• On telephone
• At random locations.

Sample Design
Quota sampling has been used in
this research. The sample includes
23 respondents.The factor that was
considered in order to qualify the
housewives as an eligible
respondent was, that she has used
Ariel and Surf Excel both.

Data Processing

The data gathered has been


analyzed on a question-by-question
basis.The number of respondents
highlighting a particular choice
given to them in multiple choice
questions have been calculated,
tabulated and elaborated
graphically.

The similar responses to the open


ended questions were grouped
together and are tabulated and
elaborated graphically.
1.When you think of detergents which brand comes
to your mind?
Options given t
Ariel 7
Surf Excel 16
Others -----

2.Which detergent do you use?


Options given to
Ariel 8
Surf Excel 15

3.When you think of Ariel, what comes on top of


your mind?

Bright Clothes 12
Packaging 2
Fragrance 4
Average Detergent 4
Advertisements 2

4.When you think of Surf Excel, what comes on top


of your mind?
Response No of respondents
Slogan 1
Packaging 5
Fragrance 2
Page 12 of 29
Average Detergent 3
Good Detergent 12

5. Since when have you been using it?


Options given t
1-5 years 8
Page 13 of 29
6-10 years 10
11-20 years 0
21-30 years 0
More than 30 years 3

6.What do you look for when making a purchase


decision for a detergent?
Options given to
Performance 16
Economy 5
Status Symbol 0
Packaging 2
All of the above 0
Others 0

7. How is your overall experience with Ariel?


Options given to
Very Good 8
Good 10
Average 4
Bad 1
Very Bad 0

8. How is your overall experience with Surf Excel?


Options
Very Good 12
Good 7
Average 3
Bad 1
Very Bad 0

9. Are you satisfied with the brand you are


currently using?
Options given to
Yes 21
No 2

10. Please elaborate the answer


Ariel
Respondents who are satisfied by Ariel
Response No. of respondents
Good Performance 3
Protects Color 4
Respondents who are unsatisfied by Ariel
Resp
Costly 1Respondents who are satisfied by Surf

Respondents who are satisfied by Surf Excelel


Response No. of respondents
Removes Stains 4
Best detergent 3
Little Quantity used 2
Availability 3
Does not harm the skin 2

Respondents who are unsatisfied by Surf Excel


Response No. of respondents
Does not protect color 1

11. Are you thinking to change the brand in the


future?
Options given to
Yes 14
No 9

12. Please give the reasons


Ariel
Respondents who said YES
Response No. of responde
If better brand available 2
Will try a new brand but switch
back to Ariel 2
Costly 1

Respondents who said NO


Satisfied 3

Respondents who said YES


Response No. of respondents
If better brand available 8
Try Ariel 2

Respondents who said NO


Satisfied 5

13. If we seek your suggestions to improve the


sales of Ariel, what suggestions do you provide?
Response No. of respondents
Promotions 7
Reduce price 5
Improve quality 8
Improve packaging 3

14. If we seek your suggestions to improve the


sales of Surf Excel, what suggestions do you
provide?
Response No. of respondents
Promotions 2
Reduce price 6
Improve quality 10
Improve packaging 1
Maintain the position in
market 4
Research findings

• 91% of the respondents were


satisfied by the detergent they are
using.

• 70% of the respondents recalled


Surf Excel and 30% recalled Ariel
when they thought of detergent.

• 61% of the sample population said


they might change the brand in the
future. Out of which 67% is willing to
try a better detergent if available.

• 52% of the sample population


associated Bright clothes with Ariel,
17% fragrance, 13% said that it was
an average detergent, 9% recalled
its advertisement and the remaining
9% associated packaging to it.
• 52% of the respondents said that
Surf Excel is a good detergent, 22%
had a strong association with its
packaging, 13% said that it was an
average detergent, 9% recalled its
fragrance and the remaining 4%
remembered the slogan

• 17.4% of the sample population


who use Surf Excel said that they
find it economical since they only
have to use a little quantity.

• 13.04% of the respondents who


have lived abroad said that they find
a lot of difference in the quality of
Ariel which they used there and the
one that is available in Pakistan.
• The general perception of 9% of
the sample population reflects that
the quality of Ariel has gone down.

• 21.74% of the respondents gave a


general comment that the
detergents fade the colored fabrics.

• All the respondents said that they


look for performance when
purchasing a detergent, those who
said they look for economy also
added that they look for the best
quality in a reasonable price.

• Respondents who said they also go


for packaging when making a
purchase decision were consumers
of Surf Excel and they all recalled
the container packaging of Surf
Excel which they found very
convenient
Recommendations for the
management

In the wake of the analysis and


findings of this research study, the
following recommendations are
extended to the management

• Ariel ads always remain focused


towards lower middle class but
their price is high and out of reach
for lower middle class so Ariel
should decrease its prices and bring
it to the level of Surf Excel.
People perceive both the detergents
as equally good, but they
purchase Surf Excel since they find
it more economical.
• Ariel needs to improve its
packaging. It can introduce
container packs which are refillable
and are very convenient to use.
They can introduce the containers
for a limited time this would
increase the sales and people would
get a chance to use the new and
improved version of Ariel that is
Ariel Enzymax. The company to
introduce container packaging for its
large size packs, which are usually
bought monthly.
Advertising &
Promotional
Strategy
• Basic aim is to regain consumers
to use surf more and more

• Spends on A&P is approx. 500 to


700 crore

• It was a popular brand in itself

• Surf offering a Rin cake free as a


promotional offer kicked off sales

• Basic aim is to convince the


masses to use Ariel more and more
• Spends on A&P is approx. 400 to
600 crore

• Joint promotion with Whirlpool

• Demonstrations
Launch of Surf &
Ariel

•Surf introduced in 1959 by HLL

•Ariel introduced in 1985 by P&G

•Price WarPricing Strategy

Brand Image
Surf Excel
• More then 60% of the people using
Surf excel made an incorrect recall
of the price of the product.
• When asking about their image
regarding the price of the product
most of the surf excel users said
that its price is greater than Ariel

• Most of the Surf Excel users


associated the product with the
cleanliness

Ariel

• Similarly in Ariel most of the Ariel


users are not aware of the price of
the pack they are using.

• Ariel users on the other hand


mentioned that the price of their
detergent is lower than that of the
surf excel.

• In case of Ariel there are variety of


responses
Recommendations

Ariel tried to enhance its image by


using emotional appealing programs
like“maa”, one more social
campaign of Anwar Maqsood and by
differentcelebrity endorsements but
these campaigns did not work to
enhance the image of the detergent
itself.

Highlight the PODs To become more


competitive Ariel should focus on
creating difference on some strong
features from its respective brands.
Position as a competitive brand to
surf Excel than positioning it
cheaper
Ariel ads always remain focused
towards lower middle class but their
priceis similar to that of Surf Excel
and out of reach for lower middle
class whereother detergents like
Brite , bonus and express etc are
more famous andlikeable because of
affordability so Ariel should focus on
positioning itselfin comparison with
Surf Excel by targeting and focusing
its proper potential market.
Consistency or continuity in tagline
for beter recall like Surf

SURF EXEL
Slogans of Surf Excel always have
some continuity and attractiveness
toappeal its customers. All the
slogans of Surf Excel must have the
word“daag” in it, which make some
continuity and help people
recognize andremember it, so Ariel
should focus to come up with new
and attractivetaglines and slogans.
Liquid Detergent Introductio

The War Between


SURF ARIEL
AND&