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SURF EXCEL

BRAND AUDIT

PROPOSAL
Brand Management
TOPIC: BRAND AUDIT OF SURF
EXCEL
WHY WE HAVE CHOSEN THIS TOPIC:
Unilever Pakistan Limited (Unilever Pakistan) is one of the largest FMCG Company in
Pakistan. The company principally engages in the manufacture and marketing of home and
personal care products, ice creams, beverages and spreads. Unilever Pakistan is a subsidiary
of Unilever Overseas Holdings Limited, the UK, whereas its ultimate parent company is
UnileverPLC, the UK. It offers a broad range of cleaning, skin care, hair care and oral care
products under the home and personal care products category. In the beverages category, the
company provides tea, ice creams and margarine. The company markets its products under the
brands Surf Excel, Lux, Lifebuoy, Fair & Lovely, Sunsilk, Clear, Lipton, Brooke Bond
Supreme, Flora, and Blue Band. Unilever Pakistan operates through five regional offices, four
wholly owned and six third party manufacturing sites across Pakistan. The company is
headquartered in Karachi, Pakistan.

Surf Excel
Launched in 1960, is one of the oldest detergent powders in Pakistan. Initially, the brand was
positioned on the clean proposition of washes whitest. However, with the emergence
of numerous local detergent manufacturers and the entry of other global brands, Surf Excel
underwent various changes in its Brand Communication. This is in line with the global
communication platform of Dirt Is Good, which is a communication strategy of Unilever for
its premium detergent product. Today, Surf Excel leads the Premium Fabric Wash Category in
Pakistan. Surf Excel products include Matic, a detergent powder designed especially for
washing machines as it has a low lather formula. Quick Wash is a product that saves up to 2
buckets of water and Blue is used for Fabric and Color Care.

LEARNINGS:
Surf Excel believes that stains are good. This is because when children go out and play and they
get dirty, they don't just collect stains. They experience life, make friends, share with each other
and learn from each other. This helps them get stronger and get ready for the world outside.
In 2005 & 2006 Surf launched Paint and Games Masti where children were invited to
participate in various activities designed to communicate that Dirt is Good. This year
however, Surf has taken the concept of Dirt is good because Dirt = Play & Play Is
Good to a deeper level and addresses the issues surrounding children play: the idea of
learning through play, the obstacles towards play, the impact of not enough play for our
children. As a socially responsible company and brand, it believes that they can create a
platform on which they can take this message forward to showcase how playing helps children
mentally and physically.

Existing problems for the brand:


The competition is very high in the market, with small differences in the actual
product. Furthermore, there are brands which are cheaper and hence perform really
well in the price sensitive markets. Surf Excel faces real threat from these brands.
Thus it has to maintain continual efforts in ensuring that it remains the top of the
mind brand for the consumers. This can be done by maintaining as well as come up
with new brand campaigns.

Another threat is that this market is very price sensitive. Now, the costs of the
company increase over the time and do not remain stagnant due to inflation.
However, this cost increase is not easy to pass on to customers through higher
prices as it can lead to driving him away to the competitors. This means that Surf
Excel has to smartly weigh its decisions before brining changes in the pricing of
the brand.

Areas that will be covered in our Brand Audit:


Brand Philosophy
Marketing Mix
Current Marketing Strategies
SWOT Analysis
Porters 5 forces Model.
Loyalty Pyramid