BRANDING FINAL PROJECT

Qaiser Mehmood
Session (Jan 2007–Dec 2008)

Submitted in Partial fulfillment of the requirements

For the degree of Master of Business
Administration

at

National University of Modern Languages

Islamabad, Pakistan
May 2009

© Copyright by Qaiser Mehmood, 2009

 National University of Modern Languages

Faculty of Information Technology and Management Sciences

It is hereby certified that the report has been thoroughly and carefully read and

recommended to the faculty of Management Sciences for acceptance of Final Project

Report by Qaiser mehmood, Roll 7241, Session (Jan 2007 to Dec 2008) Evening, in

partial fulfillment of the requirements for the degree of Master in Business

Administration of National University of Modern Languages, Islamabad.

Date: June20, 2009

Supervisor: _________________________

Observer: __________________________

Head of Department: _______________

.

Dedication

I want to dadicate my this project to following persons

• Hazrat Muhammad (PBUH)

• Qauid-E-Azam Muhammad Ali Janah

• My Teachers

• My Parents

• My Best Friend Qaiser Mehmood Khan

• And All Those Who Are Struggling And Fighting For Islam In Right Directions.
　

COMPARITIVE ANALYSIS OF ARIEL AND

SURF EXCEL
　

　
 Acknowledgment

All appreciation and thanks to “Almighty Allah” the most Beneficent and
the most Merciful, for bestowing upon us the courage & talent to complete
this task.

We are thankful to SIR ADIL FOVAD for his guidance and his cooperation
throughout our course. He has polished our skills and makes us capable of
submitting this project. The project he has given us is very helpful in
learning different aspects of branding. We have tried our best to complete
this project with our full understanding and effort.
Table of Content

Introduction……………………………………………………………………………..5

Research Plan……………………………………………………………………………6

Respondents Demographics…………………………………………………………….7

Analysis…………………………………………………………………………………..8

Brand Awareness and Usage…………………………………………………...8

Conclusion……………………………………………………………………….9

Brand Performance…………………………………………………………….12

Conclusion……………………………………………………………………....13

Brand Image……………………………………………………………………15

Conclusion………………………………………………………………………16

Brand Judgments……………………………………………………………….17

Conclusion………………………………………………………………………18

Brand Resonance……………………………………………………………….21

Conclusion………………………………………………………………………22

Point of Parity…………………………………………………………………………..23

Point of Difference……………………………………………………………………...24

Recommendations………………………………………………………………………..25

Limitations……………………………………………………………………………...26

Introduction
The project is based on the survey conducted to perform a comparative
analysis between the two detergent brands Surf Excel and Ariel. The purpose
of the survey is to analyze the comparison between these two brands on the
basis of points of differences and point of parity and to judge different
aspects of the brand which make customers loyal, associated and in favor of
one brand more than the competing one.

Surf Excel

Surf Excel is the product of Unilever. Surf Excel is the oldest detergent
brand to be present in Pakistan since 1960. The company has 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,
company investing heavily in developing a range that suits the pockets of all
income groups. This has included launching affordable packs 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
introduces innovations that challenge laundry conventions. We believe that
by giving consumers more than what they would expect out of a laundry
detergent, we help brighten up their day.

Ariel

Ariel is the product of P&G. Ariel detergent gives you impeccable cleaning
in stain removal. Ariel contains unique ingredients that cannot be found in
other detergents, thus it is designed to remove a multitude of stains better.
Ariel is perfect for your everyday washing needs. The unique formula has
been designed to give brilliant cleaning and long lasting freshness. Clothes
will keep that just-washed freshness for longer (for up to 8 hours).

Research Plan

Research Objectives

Following are the objectives that are to be met through this research project.
• Analyzing the brand awareness and usage of the two detergents.

• Analyzing the point of differences created by the two detergents and how
much successful they are in communicating theses differences to the target
market.

• Checking the judgments and associations consumers have developed with

the brands.

• Checking the customer’s ultimate loyalty with their preferred brand.

• Suggesting recommendations for improvements to the second brand.

Research Technique

In our project we have used a descriptive research technique, to find out the
consumer’s evaluation of the attributes of the one detergent brand versus the
attributes of the competing detergent brand.

Research Tool

To conduct a survey the research tool used is questionnaire. Both close

ended and open-ended questions are included in the questionnaire to find out
the in detail view of the respondents on the purpose under research.

Research Methodology

Overall survey consists of 320 questionnaires. There are 16 members in the

group and 20 questionnaires are assigned to each group member. After
collecting data based on these questionnaires each individual group member
has to write his/her individual analysis and in the end on the bases of these
analysis group representative has wrote her analysis and has suggested
suggestions for the improvements.

Respondents Demographics
The demographic sample was carefully chosen to maximize the relevant
responses for the survey. After the completion of survey we got 275
complete valid questionnaires all were Surf Excel and Ariel users. Social
class that we are targeting is upper middle and middle middle class. A huge
percentage of the respondents were female. Our main focus was on female
respondents because females in a household usually make decisions about
laundry detergents. Keeping this in mind, we went to households with the
perspective of getting the female members to fill the questionnaires. At the
same time, we also got some questionnaires filled from the male population
to get a feel for their responses and their points of view. From out of all these
female respondents, another important thing that had to be kept in mind was
whether the women filling out the questionnaires were housewives, or
workingwomen. This information is important to deduce whether the women
actually use the products themselves. Housewives are more likely to actually
use the products themselves, and wash their own laundry. On the other hand,
workingwomen are more likely to have their laundry done by servants or
maids. This means that these women do not come in direct contact with the
use of these products, and rather base their decisions on the views that they
get from the actual users of the products from their homes.

It can be seen that, in our sample, 82% of the respondents were females, and
18% were males. Also, 87% of the responding women were housewives.
This means that most of the responses that we got were from women who
were actually using the products themselves. 13% of the women in our
sample were workingwomen.

Analysis

Brand Awareness

• In our survey 70 % people said that when thinking of the laundry

detergents the two brands that comes in their minds are Surf excel and Ariel,
15% said Bonus and Surf excel comes to their mind and 5% said Ariel and
tide comes to their mind.

• 65 % of the people said that they are most familiar with surf excel. 20%
said that they are most familiar with and rest of the15% is most familiar with
express tide and Brite.

　
Surf Excel

• 70% of the respondents said that they preferably use surf excel.

• Almost 67 % of the respondents who use Surf Excel said that they are
using it from more than five years, 17% said that they are using it from less
than 5 years and 15% using it from less than 6 months

• 20% using surf excel said that they use to purchase it every week. 21% said
that they use to purchase it on fortnight and 59% said that they buy detergent
once a month.

• 70 % of the Surf Excel respondents said that they would use the liquid
detergent if the company will introduce it. And the remaining 30% said that
they will not appreciate co this idea

• Advertisement recall of Surf Excel is also very high 70 % of the people

who use Surf Excel clearly recalled the different ads.

Ariel

• 30% said that they preferably use Ariel

• Among the Ariel users 50% said that they are using it from more than 5
years and 37% said that they are using it from less than 5 years. And 13%
are using it from less than 6 months

• 12% are purchasing it ever week. 14% use to purchase every fortnight. And
74% purchases it every month.

• 67% of Ariel users will say that they will use the new products liquid
detergent if the company will introduce it. 33% said that they would not use
it.
　

• 33% percent of the people who use Ariel recalled its Advertisement.

• 10% of the respondents who use surf excel purchases the 400-gram pack.
38 percent is purchasing 1-kilogram pack. 65% are purchasing 2kilogram
pack. And 7% are using 4.5-kilogram pack.

• 69% of the Surf Excel users have recalled Zubaida Tariq coming in Ariel
ad

• Among the Ariel 8% are using 250 gram pack .7% are using 400 gm pack.
38% are using 1kilogram pack.18% are using 2 kilogram pack. And 29% are
using 3 kilogram pack

• 33% of Ariel users have recognized Zubaida Tariq coming in Ad. And rest
of them has no idea.

Conclusion

User Preference

According to our survey most of the people are using Surf excel preferably
because the awareness of surf excel is very high among them.

Ad Recall
The promotional campaigns that surf Excel is running are very successful
even the Ariel users can easily recognize various ads of surf excel. On the
other hand awareness of Ariel is low mostly people are not using it, this is
may be because the unsuccessful communication campaigns of Ariel even
the current Ariel users cannot recognize it’s ads and also can’t able to
recognize the recent ad of Zubaida Tariq.

Usage Pattern

Most of the people no matter which brand they are using, use to purchase
their detergents monthly, with maximum users purchasing the one or two
kilogram pack. The prices of Surf Excel and Ariel are almost same but in the
case of small single use pack, Ariel is offering double powder then Surf
excel on the same price. But again due to lack of awareness people are not
familiar with this offer. It may be possible that if the Ariel will promote this
offer properly people will change their consumption patterns.

Brand Breadth
Both the Brands Surf Excel and Ariel have Brand breadth people will
appreciate if the companies will introduce new product like liquid detergent
for color clothes to maintain their brightness

Associations

Following are the associations people have regarding both the brands

Surf Excel

• Stain Removal.

• Power full cleaning.

• Good fragrance.

• Keeps the colors of clothes bright

• Attractive packaging.

• Daag tu acha hota hain.

• Daad nai tu seikhna nai.

Maximum of users focusing on better stain removal.

Ariel

• Cleanliness.

• Good for white clothes.

• Good Fragrance.

• Just a washing powder.

Responses observed usually vague not much focus on a single attribute.

Brand Performance
　

Surf Excel

Ariel
• 30% of the Surf Excel respondents said that company fulfills the claims
made in advertisements, 52% said that to some extent they fulfills claims
made in ads. And remaining 18% said that they do not fulfills claims

• 47 % percent of the people who use surf excel said that they are satisfied
with the current polyethylene packaging and the remaining 53% percent said
that they are will get more satisfied if the company will introduce container
box.

• Almost 47 % of the people who uses surf excel said that if the detergent is
not available at one place they will look for it else where as well and 53%
said that they will buy simply buy some other detergent.

• 45% said that company is fulfilling the claims made in advertisements.35

% said to some extent companies claims are true. 20% said that companies
do not fulfills their claims

• 48 % of the people who uses Ariel said that they are satisfied with the
current polyethylene packs and 52% percent said that they would like
container box more.

• The Ariel respondents 41 % said that they will look for it elsewhere and
59% said that they would simply buy another detergent.
 Conclusion
Ad Claim

Almost all the companies make different claims in their advertisements

regarding the performance of their products. In case of detergents mostly
people thinks that companies are fulfilling claims they make in their ads.

Over here we have found an interesting trend in our survey, which is being
classified as follows.

It can be referred from the above graph that working women as compare to
housewife more believes that company is fulfilling the claims made in ads. It
is commonly sensed that working women usually do not directly use
washing powders at home so their judgment of the performance of the
detergent usually depends on the image they have created in their minds on
the bases of ads shown in televisions.
Same trend has been felt in the case of Ariel users. Working women believes
more strongly that company is fulfilling its claims made in Ads.

Introducing Container Packs

In case of both the detergents there are almost 50 –50 percent people who
think that current polyethylene packs are good and rest said that they would
like container packs more. So to avail this opportunity both the companies
has to see whether they should introduce container packs or not. It can be
feasible for the company to introduce container packaging for its large size
packs, which are usually bought monthly.

Availability Of Brand

Almost 50 – 50 percent of the people in case of the both the detergents said
that if their brand is not available in the shop they will look for it elsewhere.
Mostly these types of situations occur if the detergent is short in the market.
So what ever the performance of the detergent is, it is the need of the
customer, which force’s customer to buy.

　
 Brand Image

Surf Excel

• More then 60% of the people using Surf excel made an incorrect recall of
the price of the product.

• When asking about their image regarding the price of the product most of
the surf excel users said that its price is greater than Ariel.

• Most of the Surf Excel users associated the product with the cleanliness.

　
　

Ariel

• Similarly in Ariel most of the Ariel users are not aware of the price of the
pack they are using.

• Ariel users on the other hand mentioned that the price of their detergent is
lower than that of the surf excel.

• In case of Ariel there are variety of responses.

Conclusion
People usually buy detergents in their monthly grocery so mostly they are
not aware of the actual price of the product. They usually have different
images in their minds regarding the products and based on those images they
guess prices of the product.
With the views of the respondents it can be stated that the image of the
people regarding surf excel is that it’s a high price detergent because its
performance level is high. On the other hand Ariel is a low price detergent
with more bleach content in it. Even the Ariel users mentioned that the price
of Surf excel is higher. But the Actual story is that both the detergents have
same prices. But the companies are creating the different images in the mind
of the end users.

It can be seen that the Surf Excel has a strong association in the minds of the
customers as a strong agent for the removal of stubborn stains. Most people
dwell on the perception that Surf Excel will efficiently clean their laundry,
and this image is clear in their minds. On the other hand when it comes to
the perception of the Ariel, very few people associated Ariel with efficient
and good cleaning powder. The responses of the Ariel users are very diverse,
and hinted towards the poor positioning efforts by the company. This shows
that even though both surf Excel and Ariel follow the emotional appeal, Surf
Excel has been able to maintain the presence and importance of their
primary function embedded in the minds of the customers

Brand Judgments
When we asked the respondents to rate their brand of choice on a scale of 1
to 5, on how effective they thought their detergent is on several criteria, all
the customers of both the brands gave same level of importance to each
criteria.

Surf excel
• Among the respondents who uses surf excel 72% percent said that they will
recommend it to their peers, and 28 % said that they will not recommend it
to their peers.

• 27% who uses surf Excel said that they would give lot of importance to
their peer group in making decision. 49% said that they give little bit
importance to their peer group in making this decision. 24% said that they
give no importance to their peers in making this decision.

• 40% of the surf excel users said that the surf Excel’s price should be less
than its current price 60 % said that the price is reasonable.

• 29.5% of the users who uses surf excel said that they would not buy the
product if their brand were not available in the market. 41% said that if the
brand were not available in the market they would buy some other brands
product. And 29.5% said that they are not sure what the will do in this
situation.

Ariel

• Among the respondents who uses Ariel 80% percent said that they will
recommend it to their peers, and 20% said that they would not recommend it
to their peers.

• 9% who uses Ariel said that they would give lot of importance to their peer
group in making decision. 66% said that they give little bit importance to
their peer group in making this decision. 25% said that they give no
importance to their peers in making this decision.
• 39% of the Ariel users said that the Ariel’s price should be less than its
current price 61 % said that the price is reasonable.

• 39% of the users who uses Ariel said that they would not buy the product if
their brand were not available in the market. 37% said that if the brand were
not available in the market they would buy some other brands product. And
24% said that they are not sure what they will do in this situation.

• 56 % of the surf excel users said that if the company will increase the price
of their preferred brand they will still use it. And the remaining 44% said
that they would switch to some brand.

• 64% said that they will keep using the brand if the company will increase
the price of their preferred brand and 36%

Conclusion
Brand Choice

It is noted that all the customers no matter which brand they use, when we
ask them on which criteria they choice their brand they have given same
responses by ranking stain removal on top

Keeping this information in mind, if we take a look at both companies we

can conclude that surf Excel is following a proper line for the positioning of
their product. Since stain removal is the most important thing in concern for
the customers. Many of its slogans like “DAAG TU ACHA HOTA HAIN” “
DAAG NAI TO SEIKHNA NAI” and “ SURF EXCEL HA NA” also
symbolize this.

Users of both the brand said that best feature according to them is the
cleanliness, after that stain removal and fabric protection. Majority of both
the users said that they will recommend their detergent to their peers and
also they will them selves not change the detergent they are using under the
peer pressure.

Regarding the price of the detergents most of the respondents said that it is
reasonably priced.

Peer Opinion

Most of the respondents which ever brand they use they said that they will
recommend their detergent to their peers but on the other hand they said that
they themselves don not gives any importance to peer opinion while making
decision regarding their detergent brand.

So this shows that though customers recommend their brands to others but
they don’t bother each other opinion regarding their detergents. This shows
that they have their own judgment criteria not effected by other

　
Price Decisions

In case of both the detergents the most of the people said that the price of the
detergent is reasonable but they comment that they will appreciate if the
company will reduce the price of the product

In the case of both the detergents most of customers said that they will buy
same detergent if the company will increase the price which shows that
mostly customers think that there is no option for them and they will not find
the one better than theirs and also they do not want to take risks.

Brand Resonance

Surf Excel

Ariel

• 56 % of the surf excel users said that if the company will increase the price
of their preferred brand they will still use it. And the remaining 44% said
that they would switch to some brand.

　
• Among surf excel users 40% are highly satisfied with their brand 57% are
just satisfied with the detergent and only 3% respondents are looking for
some other option.

• Almost 68 % of the respondents who use Surf Excel said that they are
using it from more than five years, 17% said that they are using it from less
than 5 years and 15% using it from less than 6 months

• 64% said that they would keep using the brand if the company will
increase the price of their preferred brand and 36% said that they will switch
to some other brand.

• Among the Ariel users 46% are highly satisfied and 54% just satisfied.

• Among the Ariel users 50% said that they are using it from more than 5
years and 37% said that they are using it from less than 5 years. And 13%
are using it from less than 6 months

　
　

Conclusion

Most of the people who use both of the detergents mentioned that if the
company will increase the price of the product they will still use it, because
according to some of them there is no other option, some of the Surf Excel
users made the comment that if the price of their product will increase they
will might try Ariel and will decide whether to continue with the previous
one or to switch to the new one.

Satisfaction level

When we measured the satisfaction level of the respondents no matter which

brand they use majority gave the positive response that they are just satisfied
or highly satisfied with their brands there are very few in negligible amount
which said that they will change their brand.

So this shows that it is not an easy task for one detergent brand to capture
the market of other detergent brand.

　
　

Ultimate Loyalty
　

Most of the people who use the brand said that they are using it from more
than five years, which shows that people are loyal to their brand, they are not
interested in switching their brands.

Point of Parity Among two Brands

Stain Removal

Both Ariel and Surf Excel are focusing on the stain removal

Emotional appeal

Both companies following emotional appeal

 Ariel

Focusing on mothers and cause marketing for charity by hiring celebrities

but not focusing on product and performance

 Surf Excel

Focusing on kids and their learning process and to highlight the basic
performance (stain removal) of their product.

Whiteness and shine

Both the detergent companies are focusing on the shine and whiteness of the
detergents.

Packaging & sizes

Both the detergents are available in same sizes and packaging.

Point of Differences Among to Brands

Bleach Content

Ariel has a larger content of bleach in its formula that is better for cleaning
of white fabric ultimately giving it a more shiny and clean look. According
to Customer perception:

• High bleach content in Ariel

 Harmful for fabric fibers

 Harmful for skin

• Surf Excel is milder but strong

Active ingredients

Surf Excel is formulated with high quality phosphate builders and multi-
active surfactant system to deliver superior cleaning in addition this
formulation is further fortified with color safe bleach system and enzymes
for superior stain removal in washing machines.

Whereas Ariel came up with their enzimax short for cleaning enzymes
similar to that of surf excel but positioned differently thereby utilizing half
the water as compared to other detergents as advertised in their ads

Surf has become a generic name

Surf excel has a psychological advantage over any of its competitors as surf
has achieved the level where surf has become a generic name for detergents
category, thereby creating association in mind of its consumer.
 Recommendations
Make the product more prominent than the celebrity

Ariel tried to enhance its image by using emotional appealing programs like
“maa”, one more social campaign of Anwar Maqsood and by different
celebrity endorsements but these campaigns did not work to enhance the
image of the detergent itself.

Highlight the PODs

To become more competitive Ariel should focus on creating difference on

some strong features from its respective brands.

Position as a competitive brand to surf Excel than positioning it cheaper

Ariel ads always remain focused towards lower middle class but their price
is similar to that of Surf Excel and out of reach for lower middle class where
other detergents like Brite , bonus and express etc are more famous and
likeable because of affordability so Ariel should focus on positioning itself
in comparison with Surf Excel by targeting and focusing its proper potential
market.

Consistency or continuity in tagline for better recall like Surf Excel

Slogans of Surf Excel always have some continuity and attractiveness to

appeal its customers. All the slogans of Surf Excel must have the word
“daag” in it, which make some continuity and help people recognize and
remember it, so Ariel should focus to come up with new and attractive
taglines and slogans.

Liquid Detergent Introduction

Both Surf Excel and Ariel if introduce liquid detergent than it will be more
favorable among customers because people think that powder detergent is
not good for hands

Limitations

Revised Questionnaire

Questionnaire needs revision and questions need to be rephrased , so that

they can be easily understand by the target respondents.

Quality of Data

Some of the questionnaire collected are not up to the requirements, because

of which some flaws occurs in the over all analysis.