Summary of the Tasks:

1. Choose the Brand, Product Segment and Target Audience. Share a detailed summary for the TA
from the consumer research.
2. Define the key Brand Benefit that you would like to communicate to the Target Audience.
3. Craft the Insight which will be used by you in your communication to convince your consumer.
4. State all the Games & Platforms you have selected for your Gaming Integration.
5. Define and showcase your suggested Gaming Integration, and tell us why it would work.
List Your Selection

Brand:

• Surf Excel

Product Segment:

• Surf Excel Matic Liquid Easy wash, Quick Wash

• Surf Detergent Easy wash, Quick wash
• Surf Smart Shots
• Surf Descalers

Target Audiences:

• Middle, upper-middle and upper segment with washing machines

• Adult population – men and women
• Age bracket – 25 to 60 years old who wash their clothes
State Your Audience Understanding

Behaviours with respect to the Category: Average family of 3, buys Detergent Liquid after 5 days -
74.1% buy Surf Excel. 1l pack.

Average family of 4 buys detergent after every 5 days -1kg

pack.
Challenges Faced

Price sensitive – Major reason why Surf Excel’s products are less priced than Ariel

Availability – they will choose 2nd best brand if the 1st best is unavailable

Needs/ demands from the category:

Well known Brand Ease of Use

Fulfil Promises Emotional Connect helps in recognition

What do they think about the brand?

”Daag ache hain” Competitively priced

Effective in cleaning clothes Well known

Why are they buying or not buying the brand?
Affordability in liquid detergents Consumer Perception

Product availability
 Define the Brand’s key benefit.

Key Product Attributes:

SUPERIOR STAIN REMOVAL –
High performing detergents
helping consumer to get rid of
variety of satins
SYNONYMS WITH CLEANING
– successful campaigns have
made Surf Excel known with
cleaning apparel
REGULAR INNOVATION –
Consistently meeting
changing consumer demands
with Descalers and smart
shots

Key Brand Benefit:

Brand Associations- sustainable and Brand Awareness- Specific Brand Assurance- Mom’s rely heavily
environmentally friendly materials and ATL and BTL targeting through on Surf Excel to clean their children’s
packaging TV, billboards, campaigns clothes which have proven its worth

Reason for selecting this Product Attribute & Brand Benefit:

Superior Stain Removal Brand Assurance

27 Consumer Responses, 18 use Surf Excel out of which 16 voted for product effectiveness
 Define the Consumer Insight
Human Truth:
What does the consumer believe in. Has to be connected to the category. Consumer believes in the
robust quality of the surf excel. They believe that it will work as they have advertised in their ads and
doesn’t have to worry about any stains. Not much scrubbing is needed.

Tension:
What are the challenges in their life, that are connected to the way the category currently operates.
Doesn’t have time in this fast moving environment, that’s why they are moving towards liquid and
automatic so they need a trusted brand that is readily available and works best for their stains.

Consumer Insight:
As a result of the human truth and tension stated above what insight have you unearthed that would
help you create a strong communication. The message that should be communicated is that they
shouldn’t worry about the stains, even though they don’t have much time for washing clothes, any
stain can be washed off instantly.
List Of Gaming Platforms

Selected Gaming Platform/Mediums:

PC / Mobile Games / Console Games / Browser Gaming

List of Games:
List upto 3 games for the integration.

Key Reasons for the Platforms & Games:

Give a clear reasoning for selecting the medium and game.
Define Your Gaming Integration

How would the Brand integrate with the Game(s)

Explain the Mechanics of Gaming Integration.

Explain mechanics of the brand integration.
How does it add to the game, and not deter the gaming experience for the user .
Reason for Designing this Gaming Integration work

How does this gaming integration help communicate the Brand’s Key Benefit?

And therefore, how does this Gaming Integration help you achieve the ‘Key job to be done’. Feel
free to detail out one reason clearly or state multiple reasons here.
Visual Representation of the Gaming Integration:

Add videos / screenshots/ images that visually define the flow of the gaming integration and also
help us visualise the brand integration in the game.