Download - Brand Management

Managing a Brand “Surf Excel”

Acknowledgements

“The hardest steel goes through the hottest furnace.”

With great thanks to Almighty Allah; the project has been completed successfully. We are thankful to Ms. Javeria that she guided us and encouraged us to conduct the following project and we are in great debt to the different organizations, web businesses, which facilitated us with the required data. Thank you all.

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Dedication

We dedicate the following project to our Parents, and our group members; without their great efforts we had never been able to complete it successfully.

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Abstract

The project is about the Unilever’s strongest brand in home care category of the products, i-e Surf Excel. The project discusses the brand, its reasons of popularity, its assessment, its equity, its credibility and feelings, its performance and resonance, its marketing strategies, its marketing mixes, competitive edges and issues. The main objective of the project is to provide an insight of the performance of the brand in building; the company’s image, brand’s own image, consumer’s attitude towards the following brand and reasons of success in bringing larger profit shares for the company.

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Section-1 (Over view of Brand And Company)

1.1. Introduction

nilever started touching the lives in 1930, with the amalgamation of the operations of British soapmaker Lever Brothers and Dutch margarine producer Margarine Uni, continuing with the same fashion it touches over

160 million lives in more than 150 countries, with more than 400 brands.Unilever is a British-Dutch multinational corporation that owns many of the world's consumer brands in personal care, home care, Food brands, Nutrition, and Health, hygiene & beauty product categories, Unilever is unique because no other company touches so many people's lives in so many different ways.

Unilever employed 174,000 people and had world wide revenue of €40.5 billion in 2008. Unilever's main competitors include Procter & Gamble, Nestlé, S.C. Johnson & Son, and Reckitt Benckiser. The company focuses on what are called the "billion-dollar brands", 13 brands which each achieve annual sales in excess of €1 billion. Unilever's top 25 brands account for more than 70% of sales. The brands fall almost entirely into two categories: Food and Beverages, and Home and Personal Care

The Home care product category has been taken as the element of the study, in which the following project subjects to the washing detergent namely, the “Surf Excel”. Surf Excel is the oldest detergent brand to be present in Pakistan since 1960. Unilever believes that dirt is a valuable way to enrich the lives, both young and old. To ensure that everyone, anywhere in the country, can share in this initiative, Unilever is investing heavily in developing a range that suits the pockets of all income groups, 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. With continuous technological innovations, the brand has always managed to fight off competition. Surf Excel has gained a reputation to be the best detergent brand in the market.

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1.2. History of “Surf Excel”

Surf Excel was introduced into the Pakistan in 1960, It was the first detergent powder into the country, and was introduced under the name “surf”. Dominating the washing powders markets in Pakistan for four decades; Surf continued to change according to consumer needs. Being a pioneer, Surf had to work hard to gain acceptance in the early days. To educate housewives about its use, house to house demonstration were organized in Lahore and Karachi. Free sample and coupons were also distributed to educate consumer. There has been no looking back since the brand has undergone numerous product quality improvements to offer best cleaning results. Over the years, there has been a shift from cartons to polythien bags and emergence of low unit price packs.

In 1990, the brand had to face the intense competition by arrival of the Ariel, Bonus, Wheel and other detergents. But in this era Unilever strived to improve the image of the brand by bringing innovation and making competitive promotional campaigns. In 1990’s, Surf was re-introduced with a changed brand name and improved quality, i-e “Surf Excel”; it was positioned as “complete cleaning and care” by merging two dying brands of Unilever i-e Super Active Surf and Ultra Surf in 1995. It had superior formulation and a more distinct packaging than any other competitor in the market. But actual re-lauch took place in 1996 , when Surf Excel was positioned as to remove a wide variety of stains, the brand communicated it through the tag line “ jesa bhe daag ho, Surf Excel hay na”, the campaign was a great success and the taglines became the part of consumer vernacular.

In late 2003, Surf Excel was aligned to the global “Simple Laundry” platform. The task was to emphasize that Surf Excel removes tough stains with less effort and less time, and less water, it was a low foam formula meaning less scrubbing and rinsing. To strengthen brand equity of “Surf Excel”, the base variant “Surf” was re-launched as “Surf Excel Blue”; a color variant that would remove stains but not fade the color.

From 2005-2006, there was an intense competition faced by “Surf Excel”, every detergent in the market was striving to increase the market share, at that time Surf Excel broke the clutter by adopting stains i-e philosophy of “Dirt is good”. The campaign was based on the new concept of modern parenting i-e Surf Excel communicated by its commercials that if a child learns something and gets stained in the process, then those stains are good because the child learn through this. Surf Excel encouraged the mothers to get their kids dirty as a part of learning, to grow their children as “successful adults”.

After 2006, the brand introduced a detergent bar to Indian and Pakistani market, and Rin-supreme bar was replaces with Surf Excel bar, followed by a campaign “A god News, and a Bad News”. This time Surf Excel brought together the stain removing properties of surf and whitening properties of Rin-Supreme bar. It was a great success in India but in Pakistan the Surf Excel bar didn’t gained any distinct position and so was drawn out from the variety range. In 2007 Daag Utshob campaign became a great success in Pakistan. Now Surf Excel has introduced “Matic Surf Excel”, i-e to be used in washing machines. Surf Excel has clearly differentiated itself as a premium brand which offers a range of solutions that deliver top cleaning performance.

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1.3. Brand Mission

Surf Excel is dealing in the detergent industry, its brand mission is a clean Pakistan with out any worries about stains; because it says “Dirt is good”.

1.4. Brand Vision

“To be a market leader in the detergent industry; and to position itself as the 1st preference in mind of the consumers of detergents, all over Pakistan.”

1.5. Brand Philosophy

Surf Excel believes that stains are good. This is because when children go out and play and get dirty, they don't just collect stains. They experience life, make friends, share with each other and learn from each other. This helps them get stronger and get ready for the world outside.

Stains make our world better. Stains are good

1.6. Brand Values

Surf Excel emphasizes on children rights to learn through getting stained “ A Dirt is good Philosophy”:

“Surf Excel Says”

Every Child has right to create Every child has the right to be a child Every child has the right to play Every child has the right to explore Every child has the right to use their imagination Every child has the right to express themselves Every child has the right to join in Every child has the right to discover their own world Every child has the right to be spontaneous Every child has the right to experience life for themselves

Because learning and growing is impossible without doing so,This is why every child has the right to get dirty

Explore, Learn , Grown and Get creative Surf Excel believes in helping other, this is what they communicate through

their different campaigns. Promotes Education and Learning Believes in living the life without worries of getting stained

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Managing a Brand “Surf Excel” Social and Environmental benefit Surf Excel follows all the values of the Unilever i-e Integrity, Respect, Team

work, and equal growth opportunities Believe in “ Get more out of life” Children need time, space and freedom. Time to be themselves, Space to run,

Freedom to get dirty. It has its learning program for the children for building their skills;

Emotional & social

Problem-solving

Creative

Language & communication

Through using Top 5 Splat-Skills:

Leaf To Leaf Mimes In Nature Natural Ruler Rock Around Treasure Hunt

1.7. Brand Objectives

The objectives of the Surf Excel are:

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.

Top Cleaning Without scrubbing and rinsing effort Time and Water saving, as with soap many hours are required to get the

clothes clean and lot of water is required, while in Pakistan and India , there is insufficiency of water, so Surf Excel’s objective is to change the ways of work done in life, through its light foaming and stronger clean formula.

Surf Excel’s objective is the availability to every one, ranging from the Surf Excel blue for those consumers who wash clothes with hands; to those who use automatic washing machines, without any discrimination in formula of cleaning clothes

To be available in different price ranges and packaging sizes to include all income level people to experience and adopt Surf Excel in their lives to make the clothes clean easily.

Total commitment to exceptional standards of performance and productivity, to working together effectively and to a willingness to embrace new ideas and learn continuously.

The major areas of focus are as fallows: Sales growth Revenue Market positioning Enhance Market shares Customer satisfaction

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Managing a Brand “Surf Excel” Goodwill & reputation

1.8. Brand Issues

Criticism at “ Dirt is good campaign” For Sales growth Surf Excel need intensive distribution and strong

promotions Unilever is facing intense competition from P&G for Surf Excel as on the

base of market share Unilever has to maintain its differentiation from other brands as creating

unique values, which others are not giving with core product Sales growth is possible when product remains at fixed price for a specific

time period and this depend on cheapest raw material handling and its transporting

Unilever’s different reputation related issues may have its impact at the Surf Excel brand, i-e killing of a young boy in Karachi in a challenged reality show

Negative view of the lower middle and lower class about the performance of the brand

1.8.1. Naming Issues (a brief history)

The Name Surf was not working after 1960s to 1990s, from 1960s to late 1980s, Surf got a larger market share but after this era in early 1990s, Surf began to lose market share. It became a dog for Unilever and it had to decide whether to go with it or remove it from its product line, but it was decided that rather than removing it Unilever should re-launch it under the new name.

The Product was re-launched (Unilever launched two new detergents after Surf) with name of “Super Active Surf” and later Ultra Surf, but both after getting a little market share began to lose the market share and when both of the brands were dying it was important to remove or re-launch

Re-launch took place in 1995, when after combining the two detergents “Super Active Surf” and “Ultra Surf”, the new brand was launched “Surf Excel”.

Surf Excel was given this name, because Surf was an old detergent which once was very popular in the market and Unilever added “Excel” word to associate the brand with an advanced formula.

Surf Excel name was suitable for the product because the product was using an advanced formula to clean the clothes. Also the name is easy, distinguishable, suggests the product, extendable (like Surf Excel Blue, Surf Excel Quick Wash etc), easy to memorize due to the word “Surf”, whenever a consumer thinks of a detergent (surf) then as this word has been attached to the word “Excel”, so it make the brand recall easy, like consumer thinks Surf and Excel word comes into the mind.

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LAUNDRY MARKET OF PAKISTAN

80%

20%

SOAP MARKET

DETERGENTMARKET


1.9. Market Share

Pakistani market can be divided into two distinct categories, one being the soap market and other being the detergent market, soap market covers overall 20% market share, while the detergent market covers 80% overall market share.Surf Excel’s media spending share was 1.35% (2008-2009), in Pakistan. In high image brands it is most popular among all detergents and have got 41% market share in whole high image detergent market. For Unilever, Surf Excel is the cash cow. As it has got higher market share but low growth rate.

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Section-2 (Brand Elements)

2.1. Brand Name

Surf Excel is sold in over 35 countries with different brand names, some of them are “Surf”, “OMO”, “Persil”, “Surf Excel”

In Pakistan it was first introduced with name “Surf”, later when the advance formula was adopted; due to intense competition in the market and threat of losing market share, the name was changed as “Surf Excel”, now with new variety in brand, every new addition is named separately along with “Surf Excel “e-g Surf Excel Blue, Surf Excel Top Matic, Surf Excel Gentle Wash, Surf Excel Quick Wash, Surf Excel Front Matic, and Surf Excel bar.

2.2. Brand Logo:

Surf Excel’s logo has been designed in a very attractive way; the color scheme is pink, orange and blue. A flower type pattern symbolizes the liquid stain and brand name has been written at that stain which shows that the stain can be removed with the following brand. Orange and blue colors have been used to make judgments related to the brightness after using the brand and also the Surf Excel granules colors are white, orange and blue.

2.3. Packaging

Over the years, there has been a shift from cartons to polythien bags and emergence of low unit price packs. Previously Surf Excel used to come in container boxes, and now low priced packaging has been introduced which is easy to carry and handle. Packaging has been made in the same fashion as the logo, dominating in orange and blue color.

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The packaging has been made in Orange and Blue colors, here Blue and orange color shows that it cleans the stains from white and colored clothes, but also orange is the color which communicates fun, and as the packaging is attractive so most of the children get attracted to it and they pester their moms to buy it.

2.4. Brand Slogans

Over the years and with the time to time innovations in the brand, Surf Excel has changed its slogan, previously it was,

“Complete cleaning and care” then it was changed after some time “Jesa bhe daag ho, Surf Excel hay na” “Surf Excel hay na” “Kiyon kay daagh tou achay hotay hain” i-e “Dirt is good”, “Dagh tou chala jai ga ye waqt pir nae ai ga” After the advent of Surf Excel Matic, the slogan has been changed to “Jab

Surf Excel hay tou kam wali ki kia zaroorat”

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Section-3 (Brand Marketing Mix)

3.1. Product

Some elements involved in the product are Variety, Quality, Size, Features Brand Name, Packaging and Services.

3.1.1.Variety

Surf Excel is available into different variety range; Surf Excel Blue, Surf Excel Top Matic, Surf Excel Gentle Wash, Surf Excel Quick Wash, Surf Excel Front Matic, and Surf Excel bar.

In Pakistan it is available in Surf Excel tropical, Surf Excel blue, Surf Excel automatic and Surf Excel advance and Surf Excel Matic

3.1.2. Quality

Surf Excel is very popular among the people for its high quality cleaning power for the every type of stain. Like previously the company emphasized on this main characteristic in the brand slogan i-e “ Jesay bhe houn daagh, Surf Excel hay na”.

3.1.3. Size

Surf Excel is available in different packaging sizes which are as follows:

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

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3.2. Price

Companies have to consider many factors for determining the price.

Selecting the price objective Analyzing competitors costs, Prices and offers. Selecting a pricing method.

3.2.1　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

3.2.2. List Prices Of Surf Excel

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Quantity Price in rupees

25 grams 5

50 grams 10

115 grams 20

500 grams 115

1 000 grams 210

2000 grams 405


3.2.3. Discounts

Unilever is allowing 1% discount to distributors & whole sellers on purchase of Surf Excel of worth Rs 600.

Discounts On Payment Period

It is a price reduction to buyers who pay their bills promptly. A typical example is 2 /10 net 30. Which means payment is due within 30 days and buyer can deduct 2 % by paying the bill within 10 days. But Unilever is not offering such discount. They are dealing on cash basis.

Functional discounts

These are also called trade discount which is offered by this particular firm. It will be given to those who perform certain function Such as storing, selling book keeping. Surf Excel has own agent or Book keepers.

Credit terms

Unilever is not operating on the basis of credit terms. The purchaser has to pay the amount within one day. But listed parties such as Abdul Hameed store, AlGhosia store and Rana stores in Lahore are being facilitating on 7 days credit. 　

3.3. Place

Surf Excel is available widely in all big cities, town and districts in Pakistan. But mostly the events and fuctions are arranged in big cities of Pakistan like Lahore, Karachi, Islamabad, Faisalabad, Gujranwala and Peshawer.

Channels

Unilever is focusing on the indirect marketing channels where they sell Surf Excel through retailers.

Consumer Retailer

WholeSellers

Distributor

Company

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Consumer

Retailer

Whole Seller

Distributor

Unilever


Locations

As on the basis of Surf Excel Unilever is focusing on all areas through which it is possible to cover different classes needs. That’s why Unilever products are available at general stores as well as departmental stores.

3.4. Promotion

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 expenditure of the Surf Excel has been increasing day by day. The product is communicated theough various ways, like using print media particularity Newspapers, Electronic media particularily TV channels, web, Electromegnatic media i-e Radio etc. Beside this company promotes the brand by offering free samples, discount offers in special events, arranges events and fuctions, public relations, stalls, games and reality shows and personal selling.

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Section-4 (Advertising & Marketing Strategy, Competitive Strategy)

4.1. Marketing Strategy

4.1.1. Market SegmentationThe marketing segmentation has been done on the following basis:

4.1.1.1. Geographic Segmentation

Country Pakistan

Density Urban, Sub-urban, Rural

Population Over 160 million

Climate All weather

4.1.1.2. Demographic Segmentation (based at actual users)

Age18 and aboveSex Female

Family size Nuclear family size

Family income A & B class

4.1.1.3. Psychographic Segmentation

Social class Upper and Middle class

Opinions They are aware that they have to look good and socially conscious

Personality Friendly

Lifestyle Strivers and Achievers

4.1.1.4. Behavioral SegmentationPurchase Occasion All occasion

Benefit sought Cleanliness and brightnessUser status Regular user, Non user, Potential userUsage rate Heavy user

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Managing a Brand “Surf Excel”Loyalty status Considers as a friend, Satisfied buyers

with switching costsReadiness stage Aware, Interested and Intending to buy

Attitude towards product Positive

4.1.2. Target Market

It has been targeted to House wives , mothers and according to the social norms the user of the detergent is women who washes the clothes, but who ever washes the clothes we can say he/she is the user of the product. Surf Excel has adopted the strategy of market aggregation. Its 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.

Bases on variety

Surf Excel topical has been targeted to the segment which are more conscious about fragrance

Surf Excel blue targeted those who care about their fabrics Surf Excel automatic has low leather formula use in only washing machines Surf Excel advance has been targeted the high class Surf Excel quick wash has been targeted to the people in hilly areas

Although mainly the brand’s target market is women but has been communicated to the kids

4.1.3. Positioning of the brandPositioning of Surf Excel is due to:

Brand name High quality Attractive packing Removes stains 10/10 Dirt is good (every child has the right to play and discover his own world)

With the following taglines Surf Excel has been positioning itself; “Complete cleaning and care”, “jesa bhe daag ho, Surf Excel hay na”, “Surf Excel hay na”, “kiyon kay daagh tou achay hotay hain” , “Jab Surf Excel hay tou kam wali ki kia zaroorat”.

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.

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Managing a Brand “Surf Excel”4.1.3.1. Communicated, directed and positioned towards the kids

Rather than targeting the actual users of the product, Surf Excel has been targeted to the kids, following the clues we can say that Surf Excel has been communicated to the kids rather than its actual users.

Through TV advertisements, print advertisements and public relations: We can see that how Surf Excel has been targeted to kids and how it has positioned itself in mind of the kids, when ever they play and their moms ask them to take care of the clothes they say “Don’t worry about stains Surf Excel Hay Na!”, so Surf Excel is putting and creating a strong image in minds of the children that forget strains and do what ever you want.

Building strong image through bill boards and banners about “Dirt is good”: It is telling the kids that “Dirt is good”, specially to school going goods. Now children know that they can play freely with out being worried about the clothes and so they know that Surf Excel will remove all stains this is why it can often be found the children saying “Daagh tou achay hotay hain”. It might sound strange for a leading laundry brand like Surf Excel to say that Dirt is good, but healthy activities involving dirt are essential to development. It's how kids learn express their creativity and it bolsters their immune systems.

By Building birth to cradle brand loyalty: Through TV advertisements we can see that even children under age of 5 have also been shown playing and doing the different things so it is another strategy of Surf Excel to build cradle to grave brand loyalty. Because children would get associated with the brand as when they would grow up and they would remember that they have been using this brand since childhood, so they would be loyal to the brand and would use the same product and would tell the next generation about it.

Future Consumer’s targeting through price: Surf Excel is targeting the kids through price and through other strong campaigns; even kids themselves tell their mother that Surf Excel is not that much costly so she can buy it and use to remove strains. As in the following ad cost and benefit analysis has been shown, stains have been shown at 10 different places at dress of the kid and on the other side they have written” 10/10 dhulae sirf 20 rupee may aye” With kid they have written “daagh achay hotay hain” and on the side relevant to the mother they have written “Daagh hataye”. There are also some discounts available as the pack gets larger.

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Managing a Brand “Surf Excel” Positioning Through Values Communication: Surf Excel,

leading the market is also working with strongest marketing campaign i-e the societal marketing concept. In different printed ads and TV and online advertisements we can see the societal marketing concept for the children. They say it is the right of every child to study and so Surf Excel is providing and offering the scholarship programs to the deserving children in the country. It is another way of value communication and positioning the product in mind of the consumers. Because this is the way of touching the lives through using emotional appeals, like when “Moms”, buy the detergent they may recall faces of their children and in respect to that they may recall the faces of those poor children who are unable to get education, so they may buy the Surf Excel for the kindness they feel for those children.

Through Events: Surf Excel is creating the relation ship with people; specially it is making strong associations with the kids because it know that when they will capture the feelings of the kids they will have the strong grounds as this segment is more favorable ( the future consumers). Surf Excel game masti is a chain of public relations which held over year. Two years ago it was held at Race Course Park, Karachi. All events are arranged for the children, some time there is a bike race and some times paintings events, some times it’s a game show and some times there is competition among the children to make different things like cards on mother day, etc. Now a day they are focusing on making new playgrounds as demanding 1Re on 1 kg packet. Surf Excel is the brand that is targeting the people through believes and values. Therefore 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.

Interactive TV Commercials: There is TV commercial in which a child has been shown, he again and again fill the bucket with water and take this bucket to the mom of his friend helping her to wash the clothes , as she needs more and more water and she is using some other detergent, the child comes back to her mom very tired upon asking he tells the whole story to her mom and she smiles and gives the pack of Surf Excel to her kid to give it to his friend’s mother and tell him ,” Ali ki mama ko pani ki nahe , Surf Excel ki zarorat hay”. So we can guess here too, user is mom but product has been communicated through kids based on the benefit of less foaming formula and less water required. So another differentiation strategy has been used that is, if you use Surf Excel then less effort and less water would be required.

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Managing a Brand “Surf Excel” Through Colorful Packaging: The packaging has been made in Orange and

Blue colors, here Blue and orange color shows that it cleans the stains from white and colored clothes, but also orange is the color which communicates fun, and as the packaging is attractive so most of the children get attracted to it and they pester their moms to buy it.

Through Public Relations and Games: Explore, learn , get creative: In 2007, Surf Excel carried out the ‘Daag Utshob’ activation to engage mothers and their children with Surf Excel’s brand promise. Daag Uthshob was executed where Surf Excel gave children a chance to go out and confidently play without the fear of getting dirty. The activation also built awareness among mothers regarding the value of outdoor activities that result in getting dirty and yet help grow more well-rounded kids. The Utshob created a phenomenal hullabaloo among the kids. More so because it was not only about the most "fun" and "creativity inspiring" activites but also a giant picnic with hundreds of friends from all over town! Plus no matter how messy the clothes ended up on the excited participants, the only shouts from the parents were those of encouragement and cheering! 1500 children participated in the various outdoor games in ‘Daag Uthshob’ held on the premises of the Residential Model School and learnt that ‘Dirt is good’ indeed!

Art from the Heart: Art from the Heart speaks to children all over Pakistan and enforces the message of doing well for others. Surf Excel communicates that it has always believed in experiential learning and one aspect of learning is the selfless help for others. And in the process if your clothes get dirty, then Dirt is good. For the purpose to continue targeting the kids, Art from the heart campaign has been started and kids from all over the country are participating in it and are becoming the part of Surf Excel family STRIVERS.

4.1.4. Advertising Strategy

Media Strategy

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

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. Some of the channels are

Geo

PTV

ATV

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Managing a Brand “Surf Excel” HUM TV

Cartoon Network

Radio: FM 100, FM 103 and FM 106.2 is now a days being used. Road Displays: Bill Boards are used specially at busiest roads or usually

near the signal stop. Public Relations: Through Events, Surf Excel is creating the relation

ship with people. Like there was a Surf Excel game masti cncert that was at Race Course Park, Karachi

4.1.5. Competitive Strategy

In competitive strategy there are some sort of pressure on Surf Excel;

Pressure of Buyers: As there are lot of sellers in the market so buyer has no power to influence.

Pressure of Suppliers: If a company has only onne supplier then the company can be exploited. But Surf Excel has 3 Suppliers so, it can easily bargain with them effectively, And So it can’t be exploited.

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.

Although Surf Excel has follows the differentiation strategy. It Differents the brand on basis on Premium quality, Strong image, Strong Associations, Attractive packaging and affordable prices.

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Section-5 (SWOT Analysis)5.1. 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 and Highly skilled employees Strong brand portfolio

5.2. Weakness

Huge inventory stocks of raw material Weak spending on “R & D” internal operating problems Huge Spending on entertainment programs instead of new product

5.3. 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

5.4. 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

　　

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Section-6 (A Review of the Competition & Distribution)

6.1. Competitors: Ariel Enzymax (P&G), Brite Total (Colgate Palmolive) Bonus Tristar Express Power Tide Super plus Wheel lemon power Washing soaps and bars

　

6.2. Ariel

Ariel is in the process to facilitate the consumer by providing a quality washing powder.

Need: Use for the purpose to wash the cloths Customer Benefit: Ariel is associating the brand with customer on the

bases to give them superior quality and makes the ground for customer to provide a theme which cause to have happiness.

Target Market of Ariel: Ariel has adopted the strategy of market aggregation. ARIEL target market includes Middle Class, Upper Middle Class and Upper Classes of the population of Pakistan. The Ladies of Pakistan who are very conscious about their family.

Marketing Positioning: Ariel is considered to be a trusted and premium brand of Pakistan. Procter and Gamble is positioning their product in the best of their customer satisfaction. As charging money they are positioning their product as best use as well as providing quality in response.

They are focusing on the quality and they are also in a motive to facilitate the customer as providing a whole range which they can.

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Price Comparison With Different Players:

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

6.3. Points of parity and Points of Difference

6.3.1 Points of Parity

Point of Parity if compare it with other brands Stain Removal: All of the detergent brands are focusing on stain removal. All the companies including Surf Excel are using emotional appeals. Focusing on kids and their learning process and to highlight the basic

performance (stain removal) of their product. Whiteness and shine Packaging & sizes

6.3.2 Points of DifferenceThe points that make Surf Excel Different and stand it out in the race are given below:

Milder but strong active ingredients Formulated with high quality phosphate builders and multi-active surfactant

system to deliver superior cleaning Color safe bleach system Enzymes for superior stain removal in washing machines. Brand association is strong Tag line is also a plus point i.e., dagh tou achay hotay hain.

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6.4. Effect of Distribution on Sales Trend

Unilever uses a lot of distributors and retailers to supply its products in each market where the final customer might reasonably look for it. While appointing a distributor for a particular area, management uses its own judgment to select such a person that has a potential to operate effectively. At present Situation for Surf Excel they are focusing by intensive manners and for new products like Surf Excel Matic they are focusing the distribution channel by Exclusive manners.

6.5. Designing of Channel for Surf Excel

Unilever has adopted the method of intensive distribution for Surf Excel because the target market of this product is segmented for washing cloths using any method.

The customer want to purchase this product from nearest shop as this is convenience product.

6.5.1. Market Potential

Detergent Market is growing by 16% intensively At present Consumer prefer detergent on the base of quality. Pakistani Peoples are moving from rural areas to urban areas as life style is

changing. Advertising is promoting the detergents by comparing the functionality of

different detergents and laundry Soaps. Increase awareness of usage benefits of detergent.

6.6. Product Lifecycle

6.6.1. Evaluation:

Surf Excel is a major player in the Pakistani detergent market. Today the market is not declining but shifting towards more perceived value and value added brands. So every brand has to update itself with changes to retain its position in the market. Unilever, Pakistan’s largest consumer products company has a problem. It cannot keep up with demand for some of its products. These include laundry powder also. Demand is so strong that, in the case of foods, despite doubling production capacity, Pakistanis can’t seem to have enough of them. But this is just the tip of the iceberg because one can easily ascertain how much demand is there for Surf Excel as it has 41% market Share. One of the areas where consumer product companies are increasingly focusing is central and southern Punjab where two factors are driving demand. One, a string of successful harvests has meant rising disposable income for farmers. The second, interestingly, is 40 or so television channels that broadcast to viewers in this area. “They are the driving force behind building aspirations. This for Unilever is an opportunity for selling its products.

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Section-7 (Measurement of Different Brand Attributes)

7.1. Analysis of Questionnaire

1. Brand Awareness

The primary goal of brand awareness is to create a buzz and to become prominent in the war of brands in the same category and this goal of the brand awareness could be achieved through advertising. The brand awareness about Surf Excel is more i.e., 62% as compared to other brands in the market as it is more marketed and advertised as compared to the other brands.

2. Brand Preference Surf Excel 70% of the respondents said that they preferably use Surf Excel.

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3. Life time Value Almost 67 % of the respondents who use Surf Excel said that they are using it from more than five years, 17% said that they are using it from less than 5 years and 15% using it from less than 6 months.

4. Repurchasing Behavior

20% using Surf Excel said that they use to purchase it every week. 21% said that they use to purchase it on fortnight and 59% said that they buy detergent once a month.

5. AD recallThe promotional campaigns that Surf Excel is running are very successful even the Ariel users can easily recognize various ads of Surf Excel. 45% of respondents remembered its ads and most above they knew its tag line. That means that the recall rates of Surf Excel advertisement is high as people who use it easily remembers and can retrieve its ads.

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Managing a Brand “Surf Excel”6. Brand Breadth

Respondents agree that if there are going to be an increase in the brand breath they are going to try it. 69% of people were of this view.

7. Brand Performance30% of the Surf Excel respondents said that company fulfills the claims made in advertisements, 52% said that to some extent they fulfills claims made in ads. And remaining 18% said that they do not fulfill claims.

8. Satisfaction with the Packaging47 % percent of the people who use Surf Excel said that they are satisfied with the current polyethylene packaging and the remaining 53% percent said that they will get more satisfied if the company will introduce container box.

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Managing a Brand “Surf Excel”9. Availability

Almost 47 % of the people who uses Surf Excel said that if the detergent is not available at one place they will look for it else where as well and 53% said that they will buy simply buy some other detergent.

10. Claims made by Company 45% said that company is fulfilling the claims made in advertisements.35 % said to some extent companies claims are true. 20% said that companies do not fulfill their claims

11. Brand Image 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.

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12. Brand JudgmentsWhen we asked the respondents to rate their brand of choice on a scale of 1 to 5, on how effective they thought their detergent is on several criteria, all the customers of both the brands gave same level of importance to each criteria. Among the respondents who uses Surf Excel 72% percent said that they will recommend it to their peers, and 28 % said that they will not recommend it to their peers

13. Brand Resonance 56 % of the Surf Excel users said that if the company will increase the price of their preferred brand they will still use it. And the remaining 44% said that they would switch to some brand.

14. Brand SatisfactionAmong Surf Excel users 40% are highly satisfied with their brand 57% are just satisfied with the detergent and only 3% respondents are looking for some other option.

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Managing a Brand “Surf Excel”15. Ultimate Loyalty

Most of the people who use the brand said that they are using it from more than five years, which shows that people are loyal to their brand, they are not interested in switching their brands. 65% of the people are loyal to the brand.

16. Switchers39% of people say that if they see some brand giving the same features then they can most probably switch to that brand.

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Managing a Brand “Surf Excel”7.2. Conclusion of the Analysis

The awareness as created by the Surf Excel ads is high. According to the survey most of the people are using Surf Excel preferably

because the awareness of Surf Excel is very high among them. The people majority of people who are using it are using it from years. The usage of Surf Excel is high as compared to other brands. The recall rate of advertisements is also very high. Most of the people are willing to buy the extensions of the brand if they are

being introduced in the market. The claims as made by the company are being fulfilled. People usually buy detergents in their monthly grocery so mostly they are not

aware of the actual price of the product. They usually have different images in their minds regarding the products and based on those images they guess prices of the product

It is noted that all the customers no matter which brand they use, when we ask them on which criteria of their choice about the Surf Excel they have given same responses by ranking stain removal on top keeping this information in mind, we can conclude that Surf Excel is following a proper line for the positioning of their product. Since stain removal is the most important thing in concern for the customers. Many of its slogans like “DAAG TU ACHA HOTA HAIN” “

Most of the people who use both of the detergents mentioned that if the company will increase the price of the product they will still use it, because according to some of them there is no other option, some of the Surf Excel users made the comment that if the price of their product will increase they will might try Ariel and will decide whether to continue with the previous one or to switch to the new one.

When we measured the satisfaction level of the respondents no matter which brand they use majority gave the positive response that they are just satisfied or highly satisfied with their brands there are very few in negligible amount which said that they will change their brand

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Section-8 (Brand; Judgments, Feelings, Loyalty, Equity and Resonance)

8.1. Brand Judgments

8.1.1. Brand AttitudeFrom the analysis of questionnaire we infer or concluded that the attitude towards the brand is positive.

8.1.2. Brand QualityThe perceived quality of Surf Excel is also high. Since there is congruence between the perceived quality and the quality provided by the company, People evaluate it positively and it’s the choice of majority of the people.

8.1.3. Brand CredibilityThe three factors

Perceived expertise Trustworthiness Likeability

All are high. There is no celebrity that is being endorsed in the advertisements but still the credible moms just do it well to create an appeal among the audiences. The brand is reliable and it’s the most likeable detergent in the market.

8.1.4. Brand Consideration

According to the survey it is the brand that is on the top of the consideration list of the consumers.

8.1.5. Brand Superiority

From the survey it can be seen or concluded that the brand is superior of all in the Market.

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8.2. Brand Loyalty

Brand loyalty of Surf Excel is shown in the brand loyalty pyramid by blue color.

8.2.1. Brand Loyalty Pyramid

In the brand loyalty pyramid it lies in the third step and we can say it lies on the second step also but to some extent. The reason to put it in the third step is that

if people wont find it good if they see some opportunity in the market the competitive brand is much better than it

Then they will switch it to the other brand. The reason to put it in the second step is that since it is being targeted to children

They consider it as a friend. Also their moms take it as friend. And they probably defend their brand in their community or peers.

But still If we take the overlook then we will find that the brand loyalty of Surf Excel is very strong.

8.3. Brand Feelings

Surf Excel tries to engrave feelings in its customer. It tries to attach the emotional responses and reactions with Surf Excel. Through different advertisement campaigns and projects Surf Excel builds two kinds of feelings in the mind consumers for its brand. That are:

Fun Experience

Different campaigns to endorse the feelings in the customers are given below: Surf Excel pride Pakistan’s citrus talent. Surf Excel paint masti: In the event total 110 cities, 200,000 children

participated and 6 ton of paint is used. In different advertising campaigns Surf Excel new tag line is “agar daagh

lagnay say kuch acha hota hay tou daagh tou achay hain”, by this tag line Surf Excel have encouraged those people to help the others in good cause. Like while helping the others if a child or a youngster get stained then Dirt is good. So in promoting the great value of helping other Surf Excel is using emotional appeals.

Art from the heart competition has been started for children in Pakistan to promote the talent and bring closer the future consumers of the Surf Excel, and also to bring in front those hidden talents.

With the help of such advertisement and projects Surf Excel is building fun brand feelings by making consumers enjoy the specific moment and Surf Excel will do its job you do not have to take tension about those stains your children getting from learning new things and you by enjoying the fun moments.

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Highly loyal customer

Loyal customers

Think brand as friend

Switchers no brand loyalty for brand

Habitual buyer of brand


8.4. Brand Equity

8.4.1. Brand LoyaltyThere is a loyalty that has been inferred from the survey. The result of this loyalty could be that it reduces the competitive action. Whenever the consumers go to the market he straight away goes to Surf Excel. Now the uses of Brand Loyalty to Surf Excel can be

The brand loyal customers can provide exposure to the potential customers with the help of word of mouth.

The customer base increases day by day. The brand loyalty will help Surf Excel to extend its brand. They can charge premium prices but they are following the prices as set in the

market. They build strong customer relationships by organizing various events fro the

children. 8.4.2. Name Awareness

Uses of name awareness are The name of Surf Excel is very easy to pronounce and to memorize. So that’s

why it stores in the mind of consumers and comes in their consideration list. The name makes the purchase decision easy for the consumers.

8.4.3. Perceived QualityAs said earlier the perceived quality is high as there is congruity between the company deliverables and the perception of the consumers.

8.4.4. Brand AssociationFollowing are the associations people have regarding Surf Excel

Stain Removal. Power full cleaning. Good fragrance. Keeps the colors of clothes bright Attractive packaging. Daad nai tu seikhna nai, Daag tu acha hota hain. Maximum of users focusing on better stain removal.

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Brand equity of Surf Excel

Brand association

Brand assets

Brand loyaltyBrand awareness

Perceived quality

Managing a Brand “Surf Excel”Mostly through the ads the Brand tries to associate it with dirt. Trying to create an image that there is no harm playing in the dirt and that it is good to allow your children play in the soil and let them explore their selves. This type of advertising strategy not only creates a brand association but also makes a positioning statement. 7.5.5. Brand assetBrand name and its slogans is very famous among the consumer, which is like an asset for the brand because stain removal and surf will automatically make consumer thinks about the Surf Excel brand.All these factors provide equity to Surf Excel and in the return both the company and the consumers get value from each other.

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8.5. Brand Resonance

It is the quality of Surf Excel that it sticks to one image. For example; “Dagh tou achay hotay hain”. So what the strategy Surf Excel is following is that it is synchronizing it with the behavior and the attitude of the consumers.

7.7.1. Behavioral LoyaltyFrom the brand loyalty pyramid it has been found out that majority i.e., almost 80% of the consumers are loyal to the Surf Excel brand.

They try to influence other peoples buying decisions through creating positive word of mouth.

Also they bring more customers to the brand by telling the qualities of their brand when in the peers or groups or in some gathering.

7.7.2. Attitudinal AttachmentThe loyal customers will always refer to the Surf Excel. This is their attitudinal attachment with the brand.

7.7.3. Active EngagementSurf Excel occasionally arranges events such that its customers actively engage with the brand and that they have the feeling that the brand cares for them and value them.

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Section-9 (Conclusion & Recommendations):

Unilever a big giant who owns brands from soup to soap, in this project we are doing brand analysis of Surf Excel which is a famous brand of Unilever. Surf excel is targeting the kids; while the actual user of the detergent is the washers like women, including house wives, moms, sisters etc. Surf Excel is targeting kids through a number of means like by creating interactive, colorful and interesting, story based ads, making more and more funky printed ads, through public relations like arranging different events e-g races, competition, art and fun and game masti, through direct communication using indirect means of targeting. Like inviting the kids to the different parks and indirectly teaching them about the goodness of Surf Excel As regarding the image there is message for the people to avoid on the occasions to restrict “when kids are in situation of doing something extra ordinary”. They are also positioning as considering the fact of Strong’s competition. They say That children must be free to experience their LIFE for themselves”. They also have targeted kids through creating and communicating value to them like educational programs, rural development programs etc. In shot Surf Excel is making “birth to cradle brand association” and in return getting the loyal and life time value maximizing customers.

A survey is done to know about loyalty level mostly consumer for Surf excel was on third place and think Surf Excel as a brand because on answering a question mostly respondents replied to go for other competitive detergent if it is not available in the market. Mostly consumer are loyal with Surf excel also spread positive word of mouth and recommend it to their peers as a best stain removal detergent.

Surf Excel found its competitive edge on the basis of its advertising like Dirt is good and targeting kids by different projects for kids. Also it has Milder but strong active ingredients formulated with high quality phosphate builders and multi-active surfactant system to deliver superior cleaning. Surf Excel is providing color safe bleach system and enzymes for superior stain removal in washing machines.

Brand judgments about Surf Excel from the consumer is as very credible brand and used this brands because of its superior quality and for its new extension Surf excel matic have high perceived quality as Surf Excel is providing them.

Surf Excel is trying to build its brand resonance as the best stain removal and socially as caring brand for children learning abilities. Surf Excel is one of those brands with which consumer has strong association and loyalty level of consumer is very high with this brand and Surf excel is highly advertised and awareness level of this brand is very high among consumers.

　

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Appendices

QuestionnaireGender

o Male o Female

Age: __________Q1: Among these brands which brand you feel you are more aware of:

o Surf Excelo Arielo Bonus tristaro Wheelo Others

Q2: Among these brands of detergent which of the brand you will prefer to useo Surf Excelo Arielo Bonus tristaro Wheelo Others

Q3: You have been using the stain removal Surf Excel foro More then 5 yearso Less then 5 yearso Less then 6 months

Q4: How often you buy your detergento Once in a montho Every weeko Every fortnight

Q5: Can you name the brand by reading following sloganso Stain remover __________o Laundry powder _________

Q6: If Surf Excel is going to be an increase in the brand breath you are going to try ito Yes o No

Q7: Are you satisfied with Surf Excel packaging

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Managing a Brand “Surf Excel”o Yes o No

Q8: is Surf Excel fulfill its claimso Yes o No o To some extent

Q9: Will recommend Surf Excel to friends as stain removalo Yes

o No

o Not sure

Q10: Do you give importance to friends in making this decisiono Yes

o No

o Not sure

Q11: If the price of Surf Excel stain removal is increased are you going to buy it.o Yes

o No

o Not sure

Q12: Are you going to buy any other brand from the market if you Surf Excel is not available in the market.

o Yes

o No

o Not sure

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