Table of Contents

History of Surf Exel…………………………………………………………..

Mission Statement ……………………………………………………………

Slogan of Surf Exel ………………………………………………………….

Competitors of Surf Exel ……………………………………………………

Current Marketing Situation………………………………………………..

 Product Review………………………………………………………........

SWOT Analysis……………......................................……………………....

Objectives  ……………………................................………………………..

Marketing Strategies …………………………………………….....………

Marketing Mix (Product)…………………………………….………........

Marketing Mix (Price)…………………………………………….……….

Marketing Mix (Distribution)…………………………………………….

Marketing Mix (Promotion) …………………………………….……….

Competitive Strategy…………………………………………….............

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MISSION STATEMENT
We are the leading consumer products company in Pakistan, a multinational with deep
roots in the country.

We serve the everyday needs of all consumers everywhere for foods, hygiene and
beauty through branded products and services that deliver the best quality and value.

Our bands capture the hearts of consumers through outstanding communication

Through managing a responsive supply chain, we maximize value from suppliers to

customers

We are exemplary through our commitment to business ethics, Safety, Health,

Environmentalist and involvement in the community.

Current Market Situation

Product Review
A comparison of cost price with sale price of Products in product line.

Surf Excel

Quantity Cost Price in Rupees Sale Price in Rupees

25 grams 4.7 5

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 50 grams 9.5 10
115 grams 19 20
500 grams 110.50 115
1000 grams 199.50 210
2000 grams 385 405

Unilever Products B.C.G Matrix

　
Star
Question mark
Ponds skin cream
　

Cash cow

Surf Excel
Dog
Sun silk Shampoo
Lifebuoy Shampoo
　

Surf Excel:

Surf Excel is a product of Unilever which is at growth stage as it has large market.

In Market Surf Excel 50 grams has huge market share with respect to other Sashes.

While demand of 500 grams is very low.50 grams is facilitating the class B and Lower
B. And 500 grams are facilitating the Class A and Class B+.

Price Comparison with different Players

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 Brand Name Quantity Price in rupees

Surf Excel 1000 grams 210

Ariel 1000 grams 210

Brite 1000 grams 170

Express Power 1000 grams 125

Bonus 1000 grams 60

SWOT Analysis
　Strengths

 Enjoying economies of scale

 Good will in the market
 Strong financial position
 Surf has become the generic name in detergents
 Have Strong distribution channel in Pakistan
 Abundant financial resources
 Well-known brand name
 Well brand image
 Committed employees

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Weakness
Huge inventory stocks of raw material

Weak spending on “R & D”

Internal operating problems

Opportunities
Rapid market growth

Changing customers needs & wants as life style change

To create relation with society on the social marketing basis

Pakistan peoples moves from soap to detergent

Threats
There is very tough competition in detergents markets

Low profit margins

Smuggled brands of CHINA

New competition in the market

Increases in taxes

Increases in prices due to fuel prices

Objectives
The objectives of the Surf Excel is

To meet the everyday needs of people everywhere – to anticipate the aspirations of

consumers and customers and to respond creatively and competitively with branded
products and services, which raise the quality of life.

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Total commitment to exceptional 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 acquire success.

The major points are as fallows.

Sales growth

Revenue

Market positioning

Enhance Market shares

Customer satisfaction

Marketing Strategies
TARGET MARKET OF SURF EXCEL

Surf Excel has adopted the strategy of market aggregation. It is a product by Unilever.
SURF EXCEL target market includes Middle Class, Upper Middle Class and Upper
Classes of the population of Pakistan.

Surf Excel target the SOCIAL ECONOMIC CLASS OF A, B+ AND B

Surf Excel has the huge share from major cities.

MARKETING POSITIONING:
Surf Excel is considered to be a trusted and premium brand because of its unique
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.

As regarding the image there is message for the peoples to avoid on the occasions to
restrict “when kids are in situation of doing something extra ordinary”.

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They are also positioning as considering the fact of Strong’s competition .So they are
also focusing different type of facilities.

　MARKETING MIX
Product
In product some elements are involved which are Variety, Quality, Size, Features
Brand Name, Packaging and Services.

Varity

Surf Excel is at present situation available in two varities

Surf Excel

Surf Excel Matic

Quality

Surf Excel quality is very popular among the peoples as Dominating the
washing powders markets in Pakistan for four decades; Surf has continued to change
according to consumer needs. since the brand has undergone numerous product
quality improvements to offer best cleaning results.

Brand Name

Surf Excel is not only the product for washing the cloths but also it has created
the relation ship with customers as making grounds to promote their kids.

Surf Excel is the brand that is targeting the peoples through believes and values. There
fore they define there product on the basis of some relating activities.

As regarding the image there is message for the peoples to avoid on the occasions to
restrict “when kids are in situation of doing something extra ordinary”.

Parents should encourage them.

Size

Surf Excel is available in different quantities which are as follows

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25g, 50sg,115g, 500g, 1kg and 2kg.

Price
Here the firms have to consider many factors for determining the price.

Selecting the price objective

Analyzing competitors costs,

Prices and offers.

Selecting a pricing method.

Price is simply the cost plus profit of the firm. There are many competitors in the market. So the
firms have to consider about the competitive price while selecting new price and schemes.

Basic Method of Setting Prices

Unilever is using the following methods for price setting.

Price to Distributors

The company provides products to the distributors for the

prices decided keeping in view the cost, the target revenue
and competitors prices. All distributors are being equally
treated.

Prices Charged by Distributors to Retailers

Unilever gives margin of certain percentage to distributors

so in this way prices to be charged by distributors to
retailers are fixed.

Prices Charged by Retailers to Ultimate Consumers

Company influences prices charged by retailers. So

retailers are bound to charge fix price to ultimate consumer

How to set the price of the product

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Prices are set by taking into consideration into the prices of the competitors.

As there products are highly quality .so usually they charge high
prices. Such like Unilever set low price for Wheel Washing Powder in
past. And they are charging price of surf Excel on the base of its quality.

Prices are set by taking into consideration

What Customer believe for high price & high quality.

There price are high. because they believes in zero defects.

They charge different prices to registered and unregistered retailers.

Prices are set by taking into consideration the size, type of product.

List prices of surf excel

Surf Excel

Quantity Price in rupees

25 grams 5

50 grams 10

115 grams 20

500 grams 115

1 000 grams 210

2000 grams 405

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Distribution Channels

Unilever is focusing on the indirect marketing channels where they sell surf excel
through retailers.

Consumer

Retailer

Distributor

Company

Coverage

Unilever aims to create a long term relationship with customers so they belief that this
objective will be only fulfill, if they have system to handled the markets needs as to
reach the product on all areas where its target market exist.

Shelf Spacing

Surf Excel is being position in different departmental store on the base of taking the a
specific area among other brands.

For this purpose Unilever is paying 2 million rupees to Alfatah store as acquiring
40 % area in the detergents.

Promotion
Promotion consist of a diverse collection of incentive tools, mostly short term,
designed to stimulate quicker and greater purchase of particular product/services by
consumer as the trade.

Unilever Pakistan Limited places their products in local as well as in foreign market.
They export directly and indirectly. Unilever promote their products through media,
and other trade incentives to distributors and wholesalers.

ADVERTISING STRATEGY

MEDIA USE

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Unilever Pakistan Limited use radio, TV and Billboards and newspapers for
advertising purposes.

FACTORS FOR DECIDING MEDIA STRATEGY

Which one is more effective

Cost benefit

More access

Promotion methods
Advertising.

Newspaper:

Jang and Naway Waqt is being used for advertisement in front page.

Television:

All nationwide channels are being used to run the campaign of Surf Excel.

Unilever has to pay the huge amount for it as advertise through different channels, eg:
ATV & PTV.

Radio:

FM 100, FM 103 and FM 106.2 is now a days being used.

Road display:

Bill Boards such like at Chuburji chowk is being used where a kid is showing the
functionality & Purpose of Surf Excel.

Sales promotion

Incentives:

Last year Surf Excel was sell as giving 1kg mango on the base of purchasing of 1kg
Surf Excel at selected areas such as Gulberg.

Samples:
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Surf Excel is well known brand therefore there is no need to promote it by samples.

Personal selling

Order takers:

Company has employees who perform the activity of order taking from different areas
to facilitate the retailers. There usually one day company perform the activity of order taking
and very next day they deliver the Surf Excel to the destination.

Stalls:

Company arranges their stalls in the exhibition at which the products are displayed.

Public relations

Through Events:

Surf Excel is creating the relation ship with peoples as associating as considering the
kids importantly because they know that when they will capture the feelings of the
kids they have the strong grounds as this segment is more favorable.

Surf Excel game masti is a chain of public relations which held over year. Last year it
was hold at Race Course Park.

Now a days there are focusing on making new playgrounds as demanding 1Re on 1 kg
packet.

Competitive strategy
In competitive strategy there are some sort of pressure on you, which have, you
must the capability to face it like they are

Pressure of Buyers:

When there is a lot of sellers lying in the market then buyer has power to
influence.

Pressure of Suppliers:

One supplier for a company can exploit the company. There fore Surf Excel has
3 Suppliers for the purpose to bargain with them effectively.

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Threats of Substitutes:

In the detergent market people have choices as they can take Surf Excel and Ariel
alternatively.

Threats of new entrance:

New coming brands of China and other smuggled brands are huge threat for Surf
Excel.

As concern of competitive strategy the organizations really should focus on

following of three strategies

Differential strategy when we see towards the “Unilever” they have really

provide the good quality products to the consumers like packing and beautiful
appearance with beautiful colors and images as well as Unilever focusing on
best quality of Surf Excel as charging the premium on it.

Cost leadership strategy as concern of matter with the “Unilever” they have
really adopted such techniques, which shows that they have really focused on
the cost minimization through adopting different techniques & new modern
technologies.

Focus strategy as concern of matter with the “Unilever”. It is a multinational

company so they focus the market segments and put totally their intentions to
major segments.

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