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With each other and learn from each other. This helps them get stronger and get ready
forth world outside. Along with dirt being an obstacle towards play = experience =
learning, what are the other reasons for kids not playing enough in today¶s world?
In 2005 & 2006 Surf launched Paint and Games Masti where children were
Invited to participate in various activities designed to communicate that ³Dirt is Good´.
This year however, Surf has taken the concept of ³Dirt Is good because Dirt
=Play & Play Is Good´ to a deeper level and addresses the issues surrounding
children¶s 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
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Gegional Brand Teams at Bangkok meets and decides where to launch which
product. The feasibility report is prepared and market insights are discovered. Market
insights should match Local Insights. In the report even the people¶s actions
whitewashing are also observed and presented in the report. This enables to present a
full fledge information about a the attributes, cultural values, and motions of a particular
community, region, or a nation, may it be washing pattern, economic condition, or
spending pattern.
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Surf Excel, mainly Unilever has new Phenomena. It consults all 3 trade models
(General trade, Local modern trade, and International modern trade) while designing
packaging for Surf Excel. Packaging should be to create impulsive desires, and it
should stand out among its competitors. It is where Product development team and
marketers come into action in furnishing packaging standards for all its product ranges.
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Surf excel 30g

Surf excel 2kg 

Surf excel 125g
Surf excel 1kg
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Surf Excel is available in different sizes and quantities in the market for different
prices. Its competitors in its upper-class segments are Ariel which is a product of Pagan
Brite Total which is a product of Colgate-Palmolive (Laksons group). Its ma
 c
^riented statement is ³Daagh NHI to seekhna NHI´. The company has offered 1kg of
Surf excel in the market for 120 rupees. Besides that it is also available in the market in
sachets pricing from 5-10 rupees and in ½ kg for about 70 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.
In 2005 Unilever adopted one of the price-adjustment strategies which was
discount & allowance pricing as they offered 1kg of Surf Excel for 105 rupees. Through
this strategy promotional pricing strategy also came in progress as their product was
promoted through it and the sales increased rapidly. But as its competitors also reacted
for this change through customizing their offerings and price cuts Surf Excel was finally
focused towards price increases. Besides that Surf Excel pricing strategy have also
been to provide value and recently the company improvised their strategy as they
focused toward more promotion through campaigns. Beside that the company has also
implemented product line pricing strategy as their offerings are in different quantities
along with different prices in the market for Surf Excel.
Several offers have also been introduced by Ariel and Brite in the market using
Promotional, discount, and psychological pricing strategies and for that Surf Excel have
also responded efficiently through its strategies.
DISTGIBUTI^N PGICING STGATEGY:
Unilever distributor GT / LMT
Unilever IMT through annual pricing plan
Where,
GT= General Trade (general stores, Kiryana stores, Medical and General stores)
LMT= Local Modern Trade (Super stores such as Aghaz, Naheed, D-Mart)
IMT= International Modern Trade (departmental stores/Hyper Market such as
Makro)
A

List price Gs. 100

Add: Distributor price (5%) Gs. 105

Add: Trade price (5%) Gs. 110.25

Final Getail price (10%) Gs. 121

A

List price Gs. 100

Trade price (add 10.25%) Gs. 110.25

Surf Excel also launches Temporary price reductions (TPG) such as 0.25/unit for a
week or for a month. They also gives Bonus. Such as Bonus 25 cartons---0.5/case
While setting prices or changing prices the team of Surf also looks at the Equity Level.
Which is determined by the Price Index? It measures the relative SKUs (Stock Keeping
Units). For example,
Product Product %
Ariel 1 kg 230 115%
Surf excel 1 kg 200 100%
Brite 1 kg 190 95%

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Sales Force in Surf Excel 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).
Merchandising Drives: It depends on the Channel the team is choosing to communicate
it¶s product (surf excel). They may ask the retailer to have at least 50 pieces of surf in
their shelves along with P^S Materials (posters, banners, shelves, etc)
^utdoor Media Agency is appointed for the advertising campaigns via billboard
and signboards. These ^MA classify different regions under Strata, ranging from 1 to
6.Strata 1 includes cities like Karachi and Lahore, Strata 2 includes cities with
comparatively less density and so on. They may select sites as per the following
example:
Strata 1 would have 60% advertising sites.
Strata 2 would have 20%advertising sites.
Strata 3 would have 20% advertising sites.
Strata 4 nil
Strata 5 nil
Strata 6 nil
They may book the site either for 30, 60or 90 days depending upon the nature of
the product, budget of the campaign, and rent of the site selected. The most effective
advertising site in Pakistan is Shahrah-e-Faisal. The effective billboard which is
displayed on the left of the driver and is at a height of 40 to 50 feet, with an exception of
flyovers, bridges, and high altitudes road.
Buy 1 get 1 free offer is not a issue for the company, because no product is sold at profit
less than 60%. Moreover in the Income Statement nets sales increases as the volume
increases. So does the profit. Before launching such types of offers Break even
misanalyses
The plus point of the marketing strategy of Surf Excel is that when all other
(detergent)brands were campaigning against stains and how dirt is bad for clothes, Surf
Excel came up with the tagline- Dirt is Good
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Mind Share is the Media Buying House for Unilever in Pakistan. The airtime is
purchased depending on the relative price and numbers of spots the brand is getting.
These spots must be enough so that Gecall value is created within the customer¶s mind.
Frequency of target market is also analyzed. In Electronic media, especially Television
TV and Atv has the biggest countrywide viewership. Whereas in Private Sector Hum
decurrently is the biggest Tv production and broadcasting house. The selection of Print
and Electronic Media depends again on the nature of product and the marketing
strategies. The Gatio is divided for print and electronic Media in the beginning of the
campaign.
Moreover retailing consumer products is Unilever¶s bread and butter. The
company has the biggest retail reach in the country with the company servicing
500,000outlets, of which 50 per cent are covered direct by the company¶s distributors
and the balance through wholesalers. For company the main business is done by
General Trade as compared to IMT or LMT, therefore different incentives and
preferences are given to



 

Constantly changing as per washing needs.
Strong brand portfolio.
High quality manpower.
This is the company¶s strength. With rising competition, the company is now
Focusing on getting the right product at the right shop with the right kind of
Visibility.
WEAKNESS:
Possibility for low price competition.
Spends on entertainment instead of new product.

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Growing rural markets.
As brand grows, increase in consumption and usage.
Upgrading customers through innovation (soap migration).
THGEATS:
Local products and other major competitors.
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 As the best detergent in the detergent¶s category.

 
Mainly housewives but the things have to be seen in context. Pakistan¶s middle
income group comprises about35million consumers. They have a combined spending
power of Poland. But Surf Excel is not just targeting the middle income category. With
the broadest socio-economic footprint amongst consumer goods competitors, Surf
Excel is also looking at lower income market as well as the higher income bracket with
different sets of products.
 That was the income bracket but if we analyze the commercials aired on TV or
Gadio or via print media we will notice that most of the communication is done by the
help of children through tagline dirt is good. The philosophy behind this is the children
are the best influencers for the deciders. The children with this eye catching phrase try
to influence the decision of their parents (mainly mother) who are the deciders.



Segmentation is done on the basis of Living standard measure (LSM), which
ranges from 1 to 15. 1 denotes those people who are living from hand to mouth,
whereas15 denotes extremely rich and elite class. LSM is measure by a number of
variables

as no of mobile phones in a house, no of cars, income bracket, etc. Surf Excel starts
from
6 who can afford washing machine for washing.


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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 S^APS.
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Surf Excel is at growth stage unlike Lux which is at Maturity. The Surf is still
showing an increase in profits (approximately 25% this year). At growth if the sales are
stagnant or not increasing company can relaunch or reposition it¶s product to give a
boost as it was previously done with Lifebuoy.
 

Surf excel is a major player in the Pakistani detergent market. Today the market
is not declining but shifting towards more perceived value and added brands. So every
brand has to update itself with changes to retain its position in the market.
Unilever, Pakistan¶s largest consumer products company has a problem. It
cannot keep up with demand for some of its products. These include laundry powder
also. Demand is so strong that, in the case of foods, despite doubling production
capacity, Pakistanis can¶t seem to have enough of them. But this is just the tip of the
iceberg because one can easily ascertain how much demand is there for Surf Excel as
it has 41%market Share.
 ^ne of the areas where consumer product companies are increasingly focusing
is central and southern Punjab where two factors are driving demand. ^ne, a string of
successful harvests has meant rising disposable income for farmers. The second,
interestingly, is 40 or so television channels that broadcast to viewers in this area. ³They
are the driving force behind building aspirations. This for Unilever is an opportunity for
selling its products




A stream of innovation and successful relaunch of Surf Excel increased value of
Unilever¶s propositions for consumers. The latest campaign of Surf as ³Dirt is good´ has
created a good ground for the success of marketing strategies of Surf Excel. Moreover,
surf as being the product of Unilever has a plus point within itself, but still with an
aggressive campaigning of ³Dirt is Good´ has bear increased profits along with market
expansion status of the product as well as the company.



The possibilities are endless. For example, shampoo penetration is one of the
lowest in Asia. Similarly fifty per cent of the population still uses laundry soap to wash
their clothes which comprises mainly the low income group. Unilever has 40pc of the
market for detergent powder (Surf Excel). A switch from laundry soap to detergent
powder will be hugely beneficial to Surf Excel and ultimately for Unilever.
Profitable growth will be sustained through focused brand building, innovation
and superior management of the supply chain to achieve cost competitiveness. This will
enable the business to expand its share of consumer spending despite the increasing
level of competition.

 
 
http://www.thenews.com.pk/print1.asp?id=100155
http://www.pakistaneconomist.com/issue2001/issue41/f&m5.htm
http://www.travel-culture.com/pakistan/media/hum_tv_advertisers.shtml
http://www.dirtisgood.com.pk/
http://www.unileverpakistan.com.pk/ourbrands/homecare/surfexcel.asp
http://www.unileverpakistan.com.pk/ourcompany/careers/insideunilever/howwework/
http://investing.businessweek.com/businessweek/r
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