COMPANY PROFILE:

Unilever was created in 1930 when the British soap-maker Lever Brothers merged
with the Dutch margarine producer. Unilever Company came into the Pakistan
market in 1949 with the name of Lever Brothers Pakistan.Changed the name
Lever Brothers Pakistan to Unilever in year 2003.The leading consumer products
company in Pakistan, a multinational with deep roots in the country.
Unilever Pakistan Limited manufactures and markets home and personal care
products,
The company provides food products, such as soups, bouillons, sauces and
dressings, noodles, complete meals, margarine and spreads, olive oil, and tea, as
well as frozen foods; cleansing and hygiene products for the home care market;
and skin cleansing, deodorants, and antiperspirants for personal care market. It
offers its products under Close Up, Axe, Dove, Rexona, Sunsilk, Wheel, Rafhan,
Surf Excel, Comfort, Lux, Pond’s, Lifebuoy, Lipton, Brooke Bond, Energile, Knorr,
Pearl Dust, and Supreme brands.

SURF EXCEL
Surf Excel is the oldest detergent brand to be present in Pakistan since 1960. 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.
Dominating the washing powders markets in Pakistan for four decades; Surf excel has continued to
change according to consumer needs. Being a pioneer, Surf excel had to work hard to gain acceptance in
the early days.
Surf excel in a nut shell…

• Surf Excel enjoys a huge market share of around 38 percent of total

consumption.
• Keeps the colour of fabrics as original and vibrant.
• Major competitors are Ariel, Brite, Express , Bonus.
• Under the BCG Matrix, Surf Excel lies in the Star category.
• The product is in the growth stage, and continuously growing.
• Divides the market segment on the basis of income group.
• Intensive Distribution Network all over Pakistan.
• The brand advertisement plan is based on annual basis.
 PROMOTIONAL MIX
To educate peoples specially housewives about Surf excel , house to
house demonstration were organized in Lahore and Karachi. Free sample and
coupons were also distributed to recruit consumer. There has been no looking back
since the brand has undergone numerous product quality improvements to offer
best cleaning results. Over the year, there has been emergence of low unit price
packs. With continuous technological innovations, the brand has always managed
to fight off competition. Surf Excel, which hit the shops recently, has already
gained a reputation for the best in the market

Some of ways for promotion of Surf excel are:

 ADVERTISING
 SALES PROMOTION
 PERSONAL SELLING
 PERSONAL SELLINGS
 PUBLIC RELATIONS
 DIRECT SELLING

1. ADVERTISING.
 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.

Unilever has to pay the huge amount for it as advertise through different channels,
eg: ATV , GEO TV, ARY digital, HUM TV, PTV , AAG AND ETC…

 Radio:

FM 100, FM 103 and FM 106.2 is now a days being used.

 Road display:

Bill Boards such like at Chuburji chowk is being used where a kid is showing the
functionality & Purpose of Surf Excel.

2. SALES PROMOTION
 Incentives:

Last year Surf Excel was sell as giving 1kg mango on the base of purchasing of 1kg
Surf Excel at selected areas such as Gulberg.
  Samples:

Surf Excel is well known brand therefore there is no need to promote it by samples.

3. PERSONAL SELLING
 Order takers:

Company has employees who perform the activity of order taking from different
areas to facilitate the retailers. There usually one day company perform the
activity of order taking and very next day they deliver the Surf Excel to the
destination.

 Stalls:

Company arrange their stalls in the exhibition at which the products are displayed.

4. PUBLIC RELATION
 Through Events:

Surf Excel is creating the relation ship with peoples as associating as considering
the kids importantly because they know that when they will capture the feelings of
the kids they have the strong grounds as this segment is more favorable.

Surf Excel game masti is a chain of public relations which held over year. Last year
it was hold at Race Course Park.also recently launched Special campaign (Art
From The Heart) .

Now a days there are focusing on making new playgrounds as demanding 1Re on 1
kg packet.
 OVERALL POSITIONING STRATEGY
Surf Excel is considered to be a trusted and premium brand because of its unique
association.

MORE FOR THE SAME :Surf excel has a large range of competitors and to build a
attractive position among them company always adds more benefits and functions
in order to create the positioning from better to best but keeping the price fix.

POSITIONING MAP
WAYS OF POSITIONING
Positioning of surf excel is due to:

 Brand name

Strong brand name creating an image of brand as “excellent in

job”

 High quality

Product of a leading company all over asia .

 Attractive packing

Bright colors, unique product designs.

 Removes stains 10/10

Shows the efficiency of the surf excel. Removal of stain

10/10

Reflects its quality

 Attractive messages

“Phir Waqt hai khailnay ka”

“Dagh to achay hotay hain”
“Kharay ko Meetha Banayay”
“The Machine is Not Guilty, Use the Right Detergent”
“Dagh Mitayay 10/10”
 BUYING DECISION BEHAVIOR

FOR TYPES OF BUYING DECISIONS

High Low
Involvement Involvement

Behavior

Complex

Behavior
Seeking
Variety-
Buying
Significant Differences
between brands
Reducing

Dissonan
Behavior

Behavior

Habitual
Buying

Buying
ce-
Few differences
Between brands

• HABITUAL BUYING BEHAVIOR:

CBB in situations characterized by low consumer involvement & few significant

brand differences
The buying behavior of core customers for Surf excel is a habitual buying
behavior. As buyers are not highly involved in purchasing of habitual buying
products that’s why company often use price and sales promotion to stimulate
the product and to creates product familiarity rather than product conviction.
 SWOT ANALYSIS.

STRENGTHS
• Since Surf Excel or just Surf has been in the market of Pakistan since 1960,
therefore it has an ultimate strong brand image.

• Industry analysts said Surf Excel will now become the mother brand and a
market leader.

• Keeps the colour of fabrics as original and vibrant.

• Surf excel is a better stain remover, with active oxygen formulation it

removes a range of stains such as chocolate, ink, egg yolk, blood, turmeric
and coffee.

• Strong back-up of highly professional and trained Brand and Marketing

Managers and a strong company name Unilever.

• Extensive knowledge of market.

WEAKNESS
• Surf had become a very generic name over the years. There was thus a fear
that customers would switch over to some other competing brand,
unknowingly, even without paying attention to the brand of the product.

• Unable to market rural area properly, which consist of around 70% of total.

OPPORTUNATIES
• Still lots of consumers use open laundry detergent without any brand
recognition, so they can expand and enter the growing market.

• The market for laundry detergents is growing day by day, and many
consumers are switching from bar soaps to laundry detergents.

• Increase number of working woman with changing life style, who needs
comfort and easy to use laundry detergents.

THREADS
• Ariel is its closest competitor. Due to policies of Ariel, Surf Excel also needs
to

review its prices again and again.

• Low literacy rate in Pakistan, and agitation against foreign companies may

become a threat and consumers may stop using the foreign products.