MKT-201 PRESENTATION ON SURF EXCEL

Komal Anwar BB-2056 Mahnoor Aleem BB-2066

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Hadiqa Khan BB-25129

ACKNOWLEDGEMENT
First and foremost of all we would like thank Allah Almighty, then Maam Duria for all her guidance and help throughout the project.

CONTENTS
Introduction to Unilever Pakistan Limited  Introduction to Surf Excel  Existing STP of Surf Excel  Marketing Mix of Surf Excel  Recommendations and Conclusion


INTRODUCTION TO UNILEVER
William Lever was the originator of lever brothers.  He established Lever Brothers in 1827 in England.  In 1930, Margarine Uni and Lever brothers merged together and renamed the buisness as Unilever Pakistan Limited.  Unilever is a European based company with headquarters in London.


The vision of Unilever Pakistan Limited is driven by is the commitment to excel and we are here to sell aspiration not brand.

INTRODUCTION TO SURF EXCEL

Surf Excel was introduced in Pakistan in 1960.  It was introduced after the name surf  In 1990s, surf was re-introduced with a changed brand name and improved quality i.e. SURF EXCEL.  It is available in different varieties and sizes in brand.


EXISTING STPS OF SURF EXCEL

SEGMENTATION
Surf Excel have segmented its market on the basis of following variables:  Geographic  Psychographic  Demographic  Behavior

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GEOGRAPHICALLY


Urban and Sub-Urban areas

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DEMOGRAPHICALLY


It can be used for all family size from larger to smaller.

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PSYCHOGRAPHICALLY
Upper and middle level class people  People with every kind of lifestyle.


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BEHAVIOURLY


Purchased in every occasions as its main purpose is cleanliness.

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TARGET MARKETING

SURF EXCEL target market includes Middle Class, Upper Middle Class and Upper Classes.  It is mainly targeted to all kind of women.  Its target marketing strategy is differentiated.


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POSITIONING
They are creating environment for people to have a life easy chance.

They are creating perception by differentiating is product through its unique packaging and tag lines.  DAAG TAU ACHE HOTE HAI.  JESA BHI DAAG HO SURF EXCEL HAINA  DIRT IS GOOD.


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MARKETING MIX OF SURF EXCEL

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PRODUCT
Surf excel is available in different variety range and quantities. Popular for its cleaning power of every type of stain.

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PRICE
Following are the Prices of Surf excel that are set by taking into consideration the size, type of product:
Quantity 25 grams 50 grams 115 grams 500 grams 1 000 grams 2000 grams Price in rupees 5 10 20 115 210 405 19

PLACE
Surf excel is available in all the big cities, towns and districts of Pakistan. It is available at general stores as well as departmental store.

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PROMOTION
Print Electronic media particularly TV channels and web. Electromagnetic media i.e. radio etc. Billboard. Public relation.

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PACKAGING

Unilever has a new Phenomenon. It consults all 3 trade models (General trade, Local modern trade, and International modern trade) while designing packaging for Surf Excel. Its color represent fragrance, color retainer, and cleanness.

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RECOMMENDATIONS AND CONCLUSION

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RECOMMENDATIONS
Segmentation And Targeting In our perception Surf Excel should not change its Segmentation and targeting because according to the price they have done correct segmentation. Positioning In our opinion, surf excel should differentiate its every variant because most of the people just know the brand name but are not aware of the nature and function of its variants.

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CONCLUSION
As Surf Excels main purpose is cleanliness of Pakistan without any worries of stains and marks therefore it should also do more creative promotional activities so that people can get much more knowledge about surf excel and its variants and surf excel could become a market leader in detergent powders in Pakistan

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THANK YOU
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