Marketing Planning for Surf Excel in Pakistan

Topics: Marketing, Strategic management, Brand management Pages: 18 (3781 words) Published: March 7, 2012
Acknowledgment
Table of Contents
1. Synopsis ……… ………………………………………………………………… 4 2. Mission Statement …………………………………………………............……. 5 3. Current Marketing Situation………………………………………………..……6 o Market Description..........................................................................6 o Product Review……………………………………………………11 o Review of Competition……………………………………………12 o Review of Distribution.....................................................................14 o Market Potential…………………………………………………..15 4. Swot Analysis…………………......................................…………………….... …16 5. Objectives and Issues ……………………................................…………….........18 6. Marketing Strategies …………………………………………….....….……........19 Positioning Strategy…………………………………….……………....19 Marketing Mix (Product)…………………………………….………...20 Marketing Mix (Price)…………………………………………….……22 Marketing Mix (Distribution)………………………………………….25 Marketing Mix (Promotion) …………………………………….…….. 27 Competitive Strategy……………………………………………............31 7. Marketing Research..................................................................................................33 8. Budget.....................................................................................................................36 9. Control………………………………………………………………….……….......36 10. Bibliography………………………………………………………………….…......37

Synopsis
Through this study I obtain information about different players of detergent market. • Through this project I can tell the people about the current market situation of surf excel as viewing the market, which will provide a picture to how consider the market trends in future. • I am student of Marketing Strategy, so that's why I want to know about Surf Excel Marketing System. Surf

Dominating the washing powders markets in Pakistan for four decades; Surf has 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 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 a shift from cartons to poly ags and 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 MISSION STATEMENT

We are the leading consumer products company in Pakistan, a multinational with deep roots in the country. We serve the everyday needs of all consumers everywhere for foods, hygiene and beauty through branded products and services that deliver the best quality and value. Our bands capture the hearts of consumers through outstanding communication Through managing a responsive supply chain, we maximize value from suppliers to customers We are exemplary through our commitment to business ethics, Safety, Health, Environmentalist and involvement in the community. Current Market Situation

Market Description
Product Review
A comparison of cost price with sale price of Products in product line. Surf Excel
Surf Excel
|Quantity |Cost Price in Rupees |Sale Price in Rupees | |25 grams |4.7 |5 | |50 grams |9.5 |10 | |115 grams |19 |20 | |500 grams |110.50 |115...
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