Marketing Strategies of Surf Excel in Pakistan

Topics: Marketing, Laundry detergent, Stain Pages: 8 (2029 words) Published: March 3, 2011
Hailey College of Commerce

Submitted to: Prof.Ishfaq Ahmad
“Contemporary issues in Business”
Submitted By:
M.Com (1 1/2) Morning
Group Members:
Wajiha Riaz 35
Ainee Rashid 54
Hira Aslam Butt 57
Syedda Azka Naeem 64
Sadia Iqbal 69

Table of Contents

* Introduction of unilever
* Surf Excel
* Marketing Facts
* Marketing Strategies
* Comparision with learning & Chapter of Marketing

Unilever Pakistan Limited manufactures and markets home and personal care products, beverages, ice cream, and spreads in the United Kingdom. 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. The company was founded in 1872 and is based in Karachi, Pakistan. Unilever Pakistan Limited operates as a subsidiary of Unilever Overseas Holdings Limited.

Surf Excel Message
We have always believed that dirt is a valuable way to enrich our lives, both young and old. To ensure that everyone, anywhere in the country, can share in this initiative, we're investing heavily in developing a range that suits the pockets of all income groups. This has included launching affordable surf 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.

Surf Excel Philosophy
Surf Excel believes that stains are good. As the world of advances, surf excel promises its customers to stay ahead, developing and evolving, to go beyond their expectations, because at surf excel “Daag to achy hoty hein” 1 minute stain removal

Only one minute is enough for children to get dirty when they get stuck on some thing. In order to ensure that Surf continues to allow children to play freely, we have come up with an innovative Stain Expert formula that goes deep into fabric layers and allows even the toughest stains to be removed in just 1 minute! So mothers can relax as their kids learn by exploring and playing because Surf Excel allows you to get rid of tough stains like ink, shoe polish and ketchup in just 1 minute. Daadi 1 Minute is the famous slogan of surf excel now a days.

Marketing Facts

* Surf Excel is a product of Unilever Pakistan.
* First time Surf Excel, launched in 1960, and is one of the oldest detergent powders in Pakistan. * surf as being the product of Unilever has a plus point within itself * Surf Excel Faces competition by local & Global Competitors i-e Ariel,Rin, wheel, express power,bonus,Brite total. * The Product comes in number of varieties and sizes that caters to different income groups and different needs. * Detergent Market share in Pakistan,

* Other detergents 18%
* Soap 50%
* Surf Excel 32%
* If we analyze the commercials aired on TV or Radio or via print media we will notice that most of the communication is done by the help of children through tagline dirt is good. * With the market entrance of P&G’s Ariel in 1997, the market share of surf excel significantly dropped. * In order to fight off the treats that Ariel was posing, Unilever PAKISTAN debranded its surf in “Surf Ultra” which was later on change to “Surf Excel” * In 2005 surf Excel yet again repositioned itself with Ad campaign promoting “dirt is good” in Pakistan. * Now a days surf excel has taken the concept of dirt is good because dirt = play and Play is good for Children learning. Now surf Excel target the deeper issue of...
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