Marketing Management "Surf Excel"
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Transcript of Marketing Management "Surf Excel"
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“ FA N TA S T I C F I V E ”R A K E S H S K
A N J A N I K S K R I S H N AA B H I S H E K T E L U K U N TA
N A R L A V E N K ATN I K H I L
K O P P I N E N I V N SR O H I T K U M A R
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INDUSTAN UNILEVER LIM
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Evolutionar Hi!tor
"#$# "##% "##& '%%( '%%&SURF SURF ULTRA SURF EXCEL SURF EXCEL SURF EXCEL
BLUE BAR
SURF E)CEL * THE BRAN+
"#$#SURF
"##%SURFULTRA
"##&SURFE)CEL
'%%(SURFE)CELBLUE
'%%&SURFE)CELBAR
Surf Surf Ultra Surf Excel Surf Excel BlueSurf Excel Bar
http://var/www/apps/conversion/tmp/Desktop/Surf%20excel%20Adds/surf%20lalitaji%20commercial.mp4http://var/www/apps/conversion/tmp/Desktop/Surf%20excel%20Adds/surf%20ultra%20-%20dhoonte%20reh%20jaaoge%20commercial.mp4http://var/www/apps/conversion/tmp/Desktop/Surf%20excel%20Adds/surf%20ultra%20-%20dhoonte%20reh%20jaaoge%20commercial.mp4http://var/www/apps/conversion/tmp/scratch_4/Surf%20excel%20Adds/Surf%20Excel%20-%20Mayo%20College.mp4http://var/www/apps/conversion/tmp/scratch_4/Surf%20excel%20Adds/Surf%20Excel%20-%20Mayo%20College.mp4http://var/www/apps/conversion/tmp/Desktop/Surf%20excel%20Adds/Surf%20Excel%20TVC%20Blue%20Launch.mp4http://var/www/apps/conversion/tmp/Desktop/Surf%20excel%20Adds/Surf%20Excel%20Good%20News%20Bad%20News.mp4http://var/www/apps/conversion/tmp/Desktop/Surf%20excel%20Adds/Surf%20Excel%20Good%20News%20Bad%20News.mp4http://var/www/apps/conversion/tmp/Desktop/Surf%20excel%20Adds/Surf%20Excel%20Good%20News%20Bad%20News.mp4http://var/www/apps/conversion/tmp/Desktop/Surf%20excel%20Adds/Surf%20Excel%20TVC%20Blue%20Launch.mp4http://var/www/apps/conversion/tmp/scratch_4/Surf%20excel%20Adds/Surf%20Excel%20-%20Mayo%20College.mp4http://var/www/apps/conversion/tmp/scratch_4/Surf%20excel%20Adds/Surf%20Excel%20-%20Mayo%20College.mp4http://var/www/apps/conversion/tmp/Desktop/Surf%20excel%20Adds/surf%20ultra%20-%20dhoonte%20reh%20jaaoge%20commercial.mp4http://var/www/apps/conversion/tmp/Desktop/Surf%20excel%20Adds/surf%20ultra%20-%20dhoonte%20reh%20jaaoge%20commercial.mp4http://var/www/apps/conversion/tmp/Desktop/Surf%20excel%20Adds/surf%20lalitaji%20commercial.mp4
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TARGET MARKET ANDSEGMENTATION:
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POSITIONING STRATEGY:
Phase 1:1959-1969‘ ashes
h!test"
Phase #:1969-1996‘Pr!ce $aluee%uat!&'"
Phase (:1996-#))(
‘Fu'ct!&'alP&s!t!&'!'*"
Phase +:#))(-#))5‘S, .&l!c /Fu'ct!&'al
P&s!t!&'!'*"
P#‘l
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Surf Excel
Surf Excel
2u!c ash
Surf Excel
Blue
Surf Excel
at!c
T&0 L&a4
Fr&'t L&a4
Surf Excel
L!%u!4
Surf Exceeter*e't
Ca e
Product Strateg :
Product L!"e
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PRICING STRATEGY
( r4 0r!ce&f Surf excel
7!r a.eca e the
ar etlea4er !' the
,ear 19?5
;UL 4!4 '&t.r!'* 4& 'the 0r!ce &f
Surf excel .ut!'tr&4uce4
‘ heel" t&c& 0ete !th7!r a
PriceSkimmingStrategy
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PRICING STRATEGY CONTD
Lat0r it,ollo20.
Co3-0tition4a!0. -ri1in5
!trat05 6
T70 Ma8or1o3-0titor2a! Ari0l in
-r03iu3!0530nt6
Pri10. 7i570r
1o3-ar0. toot70r1o3-0titor!
li90 TI+E:;HEEL:
NIRMA an.ot70r!6
T70
17an50. t70irPri1in5 ina11or.an10
to t70ir1o3-0titor!6
Pri10. a littl0lo20r1o3-ar0. to
ARIEL6
CompetitionBasedPricing
Strategy
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"#$#* F!rst 'at!&'al 4eter*e't .ra'4 that use4
Tele$!s!&'f&r !ts a4$ert!se e't "#
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Sur, E>10l* A Journ0 in Bran.Co33uni1ation
'%%(* Surf as re-lau'che4 as Sur,E>10l Blu0 @ a,e*a 7ah!' a,e*a
'%%$* “+aa5 A1170Hain ”@A*ar aa* La*'e se uch acha h&ta ha!
t&h aa* Acche ha!
'%%&* Sur, E>10lBar R!' Su0re e Bar t& Surf Excel
Bar
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T!tle s0&'s&rs &f TG sh& s Surf Excel L!ttle asters#)1) S!'ce last 5 ,ear Surf Excel &r*a'!Des ch!l4re'Hs fest!$als
Surf Excel has !tHs & ' I&uTu.e cha''el here!'ch!l4re' share the!r @ !rt !s 3&&4 @ ex0er!e'ces
Surf Excel t!e4 u0 !th the &$!e JCh!llar Part,
Sur, E>10l* e4!a Strate*, 7&'- Tra4!t!&'al
http://var/www/apps/conversion/tmp/scratch_4/Surf%20excel%20Adds/Surf%20Excel-%20Chillar%20Party.mp4http://var/www/apps/conversion/tmp/scratch_4/Surf%20excel%20Adds/Surf%20Excel-%20Chillar%20Party.mp4
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TAGLINES:•
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DISTRI%UTION STRATEGY OF SU
H U L ? + i ! t r i 4 u
t i o n
n 0 t 2 o r 9Ke,
stre'*th h!ch
hel0s
reach &ut!ts0r&4uctsacr&ss thele'*th a'4.rea4th &f
the
C 7 a n 5 0 !;U LMs
4!str!.ut!&' strate*,has
cha'*e4&$er t! e
@ u a l
i t
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DISTRI%UTION STRATEGY OF SURFCONTD''
R 0 a 1 7 Th!s strate*,hel0e4 the
t& reach&re
cust& ers
C o 3 - 0 t
i t i o nAs t! e e't
., a'4 thec& 0et!t!&'*&t t&u*her;UL ha4 t&
a e !ts4!str!.ut!&''et &rlea'er a'4
ea'er tha'e$er .ef&re8
R 0 - l 0 n
i ! 7 3 0 n
t T& a e surethat t hereta!lers"shel$es erere0le'!she4
!' t! e8
The4e0&$c&
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DISTRI%UTION CHANNEL
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