Promotional mix: combination of advertising, sales promotion, public relations, personal selling, and direct

marketing that a brand uses to promote its products or services.

A detailed study of a brand's promotional mix involves analyzing and evaluating the specific strategies and
tactics used within each of these promotional tools to achieve the brand's marketing objectives. This includes
understanding the target audience, the key message or value proposition being communicated, the channels
or media used to reach the target audience, and the budget and resources allocated to each promotional
activity.
By studying a brand's promotional mix in detail, marketers can identify strengths and weaknesses in the
current approach and make informed decisions about how to optimize the mix to better achieve their
marketing goals.

Advertisements:
Surf Excel consistently exceeds the expectations and resonates with the local population through their
advertisements by weaving a compelling narrative with relatable characters that connect with individuals on a
personal level. This approach transcends merely promoting the brand and its quality, resulting in a positive
and enduring brand image.

Slogan: Daagh Tou Achay Hotay Hain

Ramzan series:
 2016: Madad Ek Ibadat
 2017: Neki Ek Ibadat
 2018: Ek Neki Rozana
 2019: Eesar Ek Ibadat
 2020: Neki Nahi Rukegi

Surf Excel Pakistan goes beyond promoting its detergents during Ramadan by incorporating a positive message
that resonates with the spirit of the holy month, emphasizing the importance of assisting others. This message
is seamlessly integrated with the brand's slogan to create a powerful and impactful campaign.
Khushiyon Ka Sadqa:
The idea is to educate kids and adults about how sadqa shouldn’t be limited to financial assistance, or charity,
as we usually call it. You could spend time with someone, do what they enjoy or make them smile. This way
you are giving them the gift of happiness, which is in essence a form of sadqa.
Public relation:
1. With the spirit to spread happiness and lead by example, the Surf Excel team visited Indus Hospital
during the entire month of Ramzan(2022) where they spent quality time with the kids who are battling
cancer. The idea was to brighten the days of those precious souls, many of which don’t even
understand the severity of their condition.
The month was full of engaging activities in which the kids participated with a lot of excitement. Some of these
activities included drum circle rounds, arts and crafts, magic shows, storytelling sessions, and t-shirt painting,
with the last week being all about the Eid Bazaar. It was an open market where the kids could pick out items of
their liking. Seeing their faces light up at the prospect of getting new clothes and toys was a feeling that can’t
be described in words.

2. Idara-e-taleem-o-agahi
https://www.itacec.org/tools_schools_picture_gallery_activity1.php