Course Title: Principles of Marketing Instructor: Hashim Zia

Presented by:Zuhaib AhmedMuhammad TofeequeMuhammad ImranKabeer Ahmed

ContentsCompany Profile-Unilever PakistanUnilever MessageBrief introduction of the Product-Surf ExcelMarketing MixMarketing ProcessCompetitorsProduct Life cycleSWOT AnalysisRecommendation

Company Profile-Unilever Pakistan

• The Unilever Pakistan Limited (UPL), formerly Lever Brothers Pakistan Limited was established in Pakistan in 1948.

• Unilever Pakistan is the largest fast-moving consumer goods (FMCG) company in Pakistan, as well as one of the largest multinationals operating in the country.

• Its products include food, home care and personal care brands.

Unilever Message

• Surf excel has been following the Unilever’s message i.e. add vitality to life.

Brief introduction-Surf Excel

• Surf Excel, launched in 1959, is one of the oldest detergent powders in India and Pakistan.

• It is a market leader in the detergent market.• Change is inevitable and a leader must be willing to

embrace change rather than resist it. • 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.

Marketing Mix

PRODUCT • Surf Excel was the first in the Pakistan detergent

powder market. Over the years, Surf Excel has anticipated the changing washing needs of the Pakistan homemaker and constantly upgraded itself. Surf excel is the product of the largest producers of packaged consumers goods Unilever.

Marketing Mix

Packaging• Over the years, there has been a shift from cartons to

polythene bags and emergence of low unit price packs.

• Previously Surf Excel used to come in container boxes, and now low priced packaging has been introduced which is easy to carry and handle. Packaging has been made in the same fashion as the logo, dominating in orange and blue color.

Marketing Mix

Product Range

25g 50g 125g 500g 1Kg 2Kg

4.5Kg

Marketing Mix

PRICE • The company offers different sizes of Surf excel in the

market for different prices. It starts from a sachets pricing from 5-10 rupees to a 4.5kg box pricing 869 rupees. It is a quality oriented product providing value to their customers. It is priced for every consumer according to his or her financial status.

Marketing Mix

PLACE • Sales Force is divided into 3 types: General Trade (general

stores, Kiryana stores, Medical and General stores), Local modern trade (super stores such as Aghaz, Naheed, D-Mart), and International Modern trade (Large houses such as Makro).

Marketing Mix

PROMOTION• Outdoor Media Agency is appointed for the advertising

campaigns via billboard and signboards.

• Mind Share is the Media Buying House for Unilever in Pakistan.

Marketing Process

SEGMENTATION• Segmentation is done on the basis of Living standard

measure (LSM), which ranges from 1 to 15.

• Surf Excel starts from 6 who can afford washing machine for washing.

TARGETING MARKETING

• Mainly housewives are the target market.

• Middle income group which comprises about 35 million consumers.

• lower income market as well as the higher income bracket with different sets of products.

Marketing Process

Marketing Process

POSITIONING

• It is the first brand which not only positions itself as a stain remover but also builds an image for the care of fabrics by increasing the life of the fabric.

• As children's are the best influencers to the decision makers, the most communication to consumers is done by the help of children through tagline dirt is good.

Competitors

• Ariel Enzymax (P&G), • Brite Total (Colgate

Palmolive), • Bonus Active, • Bonus TriStar, • Express Power, • Express Ultra, • Tide Super plus, • Wheel lemon power, • and most of all WASHING

SOAPS.

Product Life Cycle• Surf Excel is at growth stage unlike Lux which is at Maturity.

• The Surf is still showing an increase in profits.

• At growth if the sales are stagnant or not increasing company can re-launch or reposition it’s product to give a boost as it was previously done with Lifebuoy.

SWOT Analysis

STRENGTHS

• Solid base of the Company.• Constantly changing as per washing needs. • Strong brand portfolio. • High quality man power. • Success of the tagline “dirt is good”

SWOT Analysis

WEAKNESS• Possibility for low price competition. • Generic Name• High price of the product.• Lack of control in the market.• Substitute products.• Financials of the Company.

SWOT Analysis

OPPORTINITIES• Changing lifestyle of the people.• Increasing the volume of production.• New markets laundry, rural etc.• As brand grows, increase in consumption and usage. • Upgrading customers through innovation (soap

migration).

SWOT Analysis

THREATS• Chances of price war.• Introduction of local products.• Increased in production and labor cost.• Economic crisis & inflation.• Local products and other major competitors.

Recommendation

• A switch from laundry soap to detergent powder will be hugely beneficial to Surf Excel and ultimately for Unilever.