Assignment no:3

Group members name

Nabila Niaz 13228002
Tassaduq hussain 13228003
M. Usman shahid 13228005
Abead.ur.rehman 13228007
Ali shan

[ Principles of
marketing]

13228004

Effective marketing
communication for Unilever
Pakistan`s surf excel
Identifying the target audience:
Unilever showed that the target audience mother had a mixed approach avoidance relationship
with their kids` stained and dirty clothes. On one hand, they wanted their kids to wear clean
clothes as dirty clothes did not reflect nicely either on their love for their kids or their self image
as competent mothers. On other hand they, they could not stop their kids from playing and
enjoying the simple pleasure of life and getting their clothes dirty in the process.
This consumer insight gave birth to the now famous Dirt is good positioning for surf. This
positioning is built upon the idea that children learn through play and other experiential activities
and while mother want their children to develop, they worry about the stains that kids bring
home when they go through the park on an adventure. Surf excel is their two relieve them of this
worry and thus liberate them and their children.
Parents:
Age Group: 25-35 years
Young working professionals with no time for their family and kids
They are affluent and belong to high-society, elite, posh households
They are in general fear of dirt coming into their homes
These professionals spend more time indoors over the weekends
Children:
The advertisement should also cater to the kids aged between 3-15 years. The
Early years of a childs life are important for his learning and development and
Engagement in outdoor activities can help enhance
Macro-Environment:

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.

Demographics:
In the case of SURF EXCEL the demographics that we have found out are , that any housewife
who is both price sensitive as well as quality conscious , belongs to any class, any occupation , if
can afford SURF EXCEL will buy it.
Psychographics:
People who are ambitious, hygiene conscious, those who want to be authorities are Surf Excel
buyers, because when it comes to personality values than no compromise.

Determine the communication objectives:

Liking:
Increase the frequency of usage as parents will play with their kids; take them to garden and
picnics without worrying about stains and dirt
To attract non users towards their brand
Show planning activities based around learning and development of kids. This will encourage
parents and kids to engage in bonding activities and rediscover the fun they can have as a family
Preference:
Preferring surf excel to other detergent brands by showing through washing process that surf
excel washed away all the dirts while others detergents dont.
Conviction:
They convinced their current and potential users by showing team of doctors in order to gain
trust from their customers.

Designing a message
Dirt is good because learning is good

The message of the campaign will be to encourage parents to spend time with their kids. This
will strengthen and enrich the parent-child bond along with helping children to explore, imagine,
visualize and grow. This wills help them to connect on an emotional level.
Message content:
Rational appeal because this relate to the audience self-interest, which shows that product will
produced the desired benefits. For example message showing the product Quality, or
performance.
Message Format:
Message format is strong because showing eye-catching picture, as well as good sounds and
voices in this commercial color and contrast is attractive for viewers.

Choosing Media
In this advertisement the source of media is television. This is most effective non personal
source of communication. Non personal communication affects buyers directly. In addition,
using mass media often affects buyers indirectly by causing more personal communication.

Selecting the Message Source

In this advertisement children are the main source. Through children house wife are targeted.
Message delivered by highly credible sources and more persuasive. Message impact on the target
audience is also affected by how the audience views the communicator.

Positive points:

This advertisement is very viewer friendly

It can be watched by people of all ages.
This advertisement specially target woman and housewife.
This advertisement is very easy to understand.
This brand is better of other brands.
With the help of childrens they show the brand qualities.
The have expert opinion.

Negative points:

In Islamic point of view, we believe that cleanliness is the half faith of Islam. And we
also teach same lesson to children. But in this ad they show that make your clothes as

dirty as you can all dirt can be washed away by surf excel that make the child mind. No
needs to worry about cleanliness as washed away in a washing machine with surf excel.
In this ad, they dont show any benefit or innovative thing that makes it different from
other washing powder.
They show only children in their ad other age group is not shown in this