This report is being submitted to Madam Faiza Hasan by

the group ‘Spartans’ on the Advertisement of ‘SURF

EXCEL’, the product of an International Company
‘Unilever’, discussing its Company’s profile and Surf Excel’s
target audience, design, objective, logo, time and media used
on 05/05/11.
PRESENTED TO:

Madam Faiza Hasan

PRESENTED BY: - SPARTANS -

Lamia Asad – 070

Faizan Khan – 037

Hamza Saleem – 049

Hanzlah Mehmood – 052

Najam-Ul-Hassan – 155

SUBJECT:

“MARKETING MANAGEMENT”

TOPIC:

“SURF EXCEL”

Product of

“UNILEVER LIMITED PAKISTAN”

- The Target Audience -

- Objective and Design -
- Logo and Slogan –
- Time and Media Used –
DATE:

05-05-2011
 TABLE OF CONTENTS

1. UNILEVER

I. UNILEVER’S LOGO STORY

II. INTRODUCTION TO UNILEVER
III. BACKGROUND AND ITS FOUNDER
IV. UNILEVER’S FORMATION IN PAKISTAN

2. MISSION OF UNILEVER

3. VISION OF UNILEVER

4. PRODUCTS OF THE BRAND

5. SURF EXCEL

I. GET CLEAN WITH SURF EXCEL

 Surf Excel

II. SURF EXCEL’S MESSAGE

 1 minute stain removal
 Mother’s satisfaction
 Moms around the world say…
 Product Range
 Quality of Product

III. SURF EXCEL: WHAT WE BELIEVE IN?

 They believe in
IV. SURF EXCEL’S MESSAGE
V. WHAT SURF EXCEL CAN DO?
 VI. WHY WE CHOSE SURF EXCEL?
VII. TARGET MARKET OF SURF EXCEL
VIII. OBJECTIVE
 Why outdoor is the best form of play?
IX. LOGO AND DESIGN’S CONCEPT
X. SURF EXCEL IN NEWS
XI. MEDIA USED
XII. TIMINGS

6. HEALTH AND WELL BEING

I. SURF – DIRT IS GOOD

II. EARLY CHILDHOOD EDUCATION (ECE)
 ECE Impact
III. EXPERIENTIAL LEARNING
 Experiential Impact
IV. ART FROM HEART
 Impact
V. RECOMMENDATIONS
VI. CONCLUSION
Unilever’s Logo Story
INTRODUCTION OF UNILEVER

Unilever is dedicated to meeting the everyday needs of people everywhere. Around the world
Unilever foods and home & personal care brands are chosen by many millions of individual
consumers every day. Earning their trust, anticipating their aspirations and meeting their daily
needs are the tasks of Unilever local companies. They bring to the service of their consumers
the best in brands and both Unilever’s international and local expertise.

 BACKGROUND AND ITS FOUNDER:

With 400 brands spanning 14 categories of home, personal care and foods products, no other
company touches so many people's lives in so many different ways.

From comforting soups to warm a winter's day, to sensuous soaps that makes one feel
fabulous, their products help people get more out of life. They're constantly enhancing their
brands to deliver more intense, rewarding product experiences.

The company that has done such wonders was founded in the 1890s, by William Hesketh
Lever, founder of Lever Bros, wrote down his ideas for Sunlight Soap – his revolutionary
new product that helped popularise cleanliness and hygiene in Victorian England. His main
aim was 'to make cleanliness commonplace; to lessen work for women; to foster
health and contribute to personal attractiveness, that life may be more enjoyable
and rewarding for the people who use our products'.

This was long before the phrase 'Corporate Mission' had been invented, but these ideas have
stayed at the heart of our business, even if their language and the notion of only women doing
housework has become outdated.

In the late 19th, they set up projects to improve the lot of their workers and created products
with a positive social impact, making hygiene and personal care commonplace and improving
nutrition through adding vitamins to foods that were already daily staples.

And eventually in 1930 Unilever was formed.

As we know that Unilever wasn't formed properly until 1930, the companies that joined forces
to create the business we know today were already well established before the start of the
20th century. Unilever's founding companies produced products made of oils and fats,
principally soap and margarine. At the beginning of the 20th century their expansion nearly
outstrips the supply of raw materials.

 UNILEVER’S FORMATION IN PAKISTAN:

The Unilever Pakistan Limited (UPL), formerly Lever Brothers Pakistan Limited was
established in Pakistan in 1948. The town of Rahim Yar Khan was the site chosen for setting
up a vegetable oil factory. Unilever Pakistan is the largest FMCG Company in Pakistan, as
well as one of the largest multinationals operating in the country. Now it’s operating six
factories at different locations around the country. The Unilever's Head Office was shifted to
Karachi in the mid 60’s.

Unilever Pakistan Limited is a Pakistan-based company. The Company manufactures and

markets home and personal care products, food products, hygienic and health care products
as well as nutritional products.

MISSION OF UNILEVER:
Unilever's mission is, “To add Vitality to life. We meet everyday needs for nutrition, hygiene,
and personal care with brands that help people feel good, look good and get more out of life.
Vitality is at the heart of everything we do. It's in our brands, our people and our approach to
business.”

VISION OF UNILEVER:
Unilever products touch the lives of over 2 billion people every day whether that's through
feeling great because they've got shiny hair and a brilliant smile, keeping their homes fresh
and clean, or by enjoying a great cup of tea, satisfying meal or healthy snack.
Products (Brands in Pakistan)
1. Blue Band
2. Supreme Tea
3. Clear Shampoo
4. Close Up
5. Fair & Lovely
6. Lifebuoy
7. Lux
8. Surf Excel
9. Wall’s
10. Wheel
11. Lipton Tea
12. Sunsilk
13. Knorr Soup / Noodles
14. Rexona
15. Imperial
16. Pond's
17. Badami
18. Energile
19. Flora
20. Pearl Dust
21. Rafhan
22. Unilever Food Solutions
23. Rin
 SURF EXCEL

‘DIRT IS GOOD’

‘DAAG TOU ACHAY HOTAY HAIN’

Get clean with Surf Excel
 Surf Excel
Surf Excel is the oldest detergent brand to be present in Pakistan since 1960. Surf Excel 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, they're investing heavily in
developing a range that suits the pockets of all income groups. This has included launching
affordable schemes 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.

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’/ ‘Daag tou achay hotay hain’, which is a
communication strategy of Unilever for its premium detergent products.

New Surf Excel's powerful "Blue Energy", effectively penetrates and even removes tough stains
hidden in the 10 most stain prone areas.

Surf Excel’s Message

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. It's how kids learn express their
creativity and it bolsters their immune systems.

1 minute stain removal

Only one minute is enough for children to get dirty when they get stuck on some thing. In
order to ensure that Surf continues to allow children to play freely, we have come up with an
innovative Stain Expert formula that goes deep into fabric layers and allows even the
toughest stains to be removed in just 1 minute! So mothers can relax as their kids learn by
exploring and playing because Surf Excel allows you to get rid of tough stains like ink, shoe
polish and ketchup in just 1 minute.

 Mothers Satisfaction
Surf Excel has exceeded a lot in its mission of assuring mothers that how much important it is
to let your child play, get dirty, experiment and learn. As being a small kid, it’s an important
part of his life, to experience things himself, as if he won’t be doing it then he’d be missing a
lot of confidence and other cognitive skills that other children possess. Many mothers never let
their children get out of the houses to play, or ride bicycle or paint thinking that they will get
dirty and a more organised activity would be more beneficial, which is not always true.

Surf Excel has been successful in assuring mothers that their children should experience
outdoor activities and has been successful in conveying them the message ‘Dirt is good’ or
‘Daag tou achay hotay ho’.

 Mums around the world say...

 “Children nowadays have little playtime and space. Activities are confined to the
playground and indoors. There is nowhere my child can play freely and safely.”

Wang, Beijing

 “My daughter is happiest when she can play outside with her two brothers. And she is
even happier when I have time to join them.”

Sarila, Istanbul

 “My son is never happier than when he's covered in mud!”

Maria, Buenos Aires

 "I think dirt is good for children"

Aisha Jaffer, Karachi

 "I've managed to get my daughter away from her computer! We gave her a little
patch of flowerbed to look after and she loves it. As I type this, I can see her planting
seeds out there."

Momina Ahmed, Multan

 "I'm definitely going to try and give my son more free time to play. I never thought
about it before - I just assumed he needed to be given something to do"

Zainab Hassan, Lahore

 Product Range
Surf Excel products include Matic, a detergent powder designed specially 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 Colour Care.

Surf Excel also has some specialist products like Gentle Wash, a liquid detergent, and Surf Excel
Bar, a nil mineral detergent bar. It is a premium category product. The washing properties are
enhanced due to no addition of any filler.

 Quality of the Product

Surf Excel penetrates into the layers of fabric and removes tough stains from 10 most stain
prone areas like collars, cuffs, pockets, bottoms, waist sleeves, stocks, underarms and trouser
falls. Ordinary detergents have excess lather that wastes water without giving a complete
wash. Only Surf excel Quickwash has a special low lather formulation that removes tough
stains while saving two buckets of water daily.

Water that contains dissolved calcium and magnesium salts is called Hard Water. While it's an
enriched form of drinking water that keeps you healthy and strong, clothes don't exactly feel
the same way. Because of its inability to dissolve soaps and detergents, washing with hard
water can be a waste of time - clothes simply refuse to clean and your frustration can grow.

Only Surf excel Quickwash smartly converts hard water to soft water and the best part is, this
happens as soon as the soap and water mix.

SURF EXCEL: What we believe in?

 They believe in:
 Every child has the right to be a child.
 Every child has the right to play.
 Every child has the right to explore.
 Every child has the right to use their imagination.
 Every child has the right to express themselves.
 Every child has the right to join in.
 Every child has the right to discover their own world.
 Every child has the right to be spontaneous.
  Every child has the right to experience life for themselves.

Because learning and growing is impossible without doing so this is why every child has the
right to get dirty!

Surf Excel's promise

Surf Excel believes that for children to develop and grow to their full potential, they must be
free to experience life for themselves. Watching it and hearing about it just aren't the same as
living it. The experts agree that truly great child development comes from participating - from
getting involved in the world around them. Children learn the most when they experiment,
discover, create and explore their world for themselves. They must be free to really enjoy their
childhood. To spend it just being children, the naturally curious, mini-explorers they are.

But to do this, they need time, space and freedom, time to themselves, space to run and
freedom to get dirty.

You see, Surf Excel believes that children just aren't meant to stay clean. And the good thing is
that mums who also believe that ‘Dirt is Good’ no longer have to worry about their little ones
getting muddy. Because they always know that with Surf Excel, it'll all come out in the wash.

There are more important things in life than a bit of dirt - and bigger issues to shout about.
Over the years, having spoken to millions of mums around the world, we know what matters
to you most. Which issues you're really worried about.

The list is long, and the specifics vary slightly from country to country, but around the world,
the message is coming through loud and clear. Mums think childhood as we know it is slowly
being forgotten. Your children have very little time for unstructured play - and you worry
about their safety when playing outdoors.
What Surf Excel can do?
Well, as much as anyone would like to, nobody can change the school system in China and
Great Britain or cut crime in Brazil and South Africa. But Surf Excel can surely remind the
world about the power of unstructured play - what the experts call 'learning by doing'. So
they're underlining the proven developmental benefits of giving the children the freedom to
experience and learn about the world around them for themselves.

Surf Excel believes this stuff is simply too important to be forgotten. So look out for Surf Excel's
‘Dirt is good’ message - which they're committed to spread any way they can. And they
promise to continue to invest in ground-breaking research studies too.

Surf Excel thinks that some carefree activities and outdoor playing will help your child improve
their cognitive skills and the best news of all is that making these changes is easy. They won't
cost you money or take up time you don't have. A few tiny tweaks to your child's day-to-day
life are all it takes to see big results that will last your child a lifetime.

Why we chose Surf Excel?

 We choose Surf Excel as our product.
 It is one of the largest brands of Unilever.
 Committed towards healthy physical growth and intellectual development of children
for the past many years.
  The Surf Excel’s ad that we chose was the one in which there was a small child with his
little kid sister who falls in a mud, and the boy tries to make his kid sister smile by
hitting the mud.
 Surf believes that experiential learning is an essential part of growing up.
 By showing such ads, surf excel encourages mothers to allow their children to explore
the outdoors.
 Surf Excel held many TV shows for mothers, teachers and care givers to help
understand this concept.

 THE ADVERTISEMENT WE CHOSE:

The advertisement we chose was of two siblings walking on the road from school. The sister
falls down in the mud and gets all dirty. She starts to cry, showing her brother her muddy
hands. The boy tries to make his sister smile by punching the mud and hitting it, not caring
about his clothes. And then says to his little sister that the mud is apologizing and won’t get
you muddy ever again. The sister smiles and they both walk back home smiling. So, if getting
dirty gets you to do something good, like making your loved ones smile or happy, then DIRT IS
GOOD!
TARGET MARKET OF SURF EXCEL
Who is the target audience of Surf Excel?
Children?

NO!

MOTHERS!!
Mothers mostly don’t let their children play outdoors, or ride bicycle or paint thinking that they
will get all messy and rather prefer a more organised activity that would be more beneficial,
which is not always true.

Surf Excel believes that children just aren't meant to stay clean. And the good thing is that
mums who also believe that Dirt is Good no longer have to worry about their little ones
getting muddy. Because they always know that with Surf Excel, it'll all come out in the wash

Surf Excel has been successful in assuring mothers that their children should experience outdoor
activities and has been successful in conveying them the message ‘Dirt is good’ or ‘Daag tou
achay hotay ho’.

Surf Excel has adopted the strategy of market aggregation. It is a product by Unilever. Surf
Excel target market includes Middle Class, Upper Middle Class and Upper Classes.

Surf Excel target the SOCIAL ECONOMIC CLASS OF A, B+ AND B. Surf Excel has the huge
share from major cities.

OBJECTIVE
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 for development. It's how kids learn express their
creativity and it bolsters their immune systems.
Unlike other brands, Surf Excel is cleverly aware about its target market and about its
product. Surf Excel has encouraged dirt and shows how it helps in being creative.

As we can see, in the TVC showed, it raises a question in minds of the consumers that are the
real target audience ‘Mothers’…“How to clean this mess now?” and suggesting them a solution
at same time.

Isn't it interesting that both mothers’ choices are the result of their feelings about their own
childhoods? This is very common and we all want to give our child what we feel we lacked.
Understandably, many mums feel that their child's education is the top priority, and that
organised activities are more 'productive' than free time. This isn't always true.

In fact, many studies show that children with more access to unstructured play actually benefit
academically. It seems that children use their play time to consolidate what they've learned in
the classroom. For example, if they’ve learned about weights and measures in mathematics,
they might use their playtime to pretend to set up a fruit and vegetable stall.

Surf Excel tries to meet the everyday needs of people everywhere – to anticipate the
aspirations of consumers and customers and to respond creatively and competitively with
branded products and services, which raise the quality of life.

The main objective of Surf Excel is total commitment towards exceptional standards of
performance and productivity and of working together effectively and to a willingness to
embrace new ideas and learn continuously.

Surf Excel is maintaining the highest standards of corporate behavior towards employees,
consumers and the societies and world to acquire success.

The major points are as fallows:

 Sales growth
 Revenue
 Market positioning
 Enhance Market shares
 Customer satisfaction
 Goodwill & reputation

“SURF EXCEL”

 Why outdoor is the best form of play?

 It helps your child’s development.
 You'll see instant improvements.
 It won't cost you a cent.
 You don’t need to find more time.
 It boosts your child's physical health too.

LOGO and DESIGN’s Concept

Surf Excel presents Design for Change, an organic idea. As we can see that the logo of the Surf
Excel is a mud spot on every packet, which shows that it can remove the strongest stains like
that of mud and with no worries, which is actually showed by the colour of the mud spot
which is orange and pink.

Surf Excel assures mothers that they need not worry about their children getting dirty and
experimenting new things, as it’s an important part of their learning. So children should be
given the freedom to experiment and learn, while Surf Excel is here to take care of all the
worries regarding stains.

Through a simple 4 step process (Feel-Imagine-Do-Share), children shall be encouraged to

visualize solutions that shall hone the creative, practical and problem solving skills that each
child possesses, nurturing early childhood education, which is some thing that Surf Excel has
always believed in.

Surf Excel in the news

Childhood is changing. And mums worldwide aren’t happy about it neither are your kids.
Surf Excel's new, global report has uncovered a worrying new trend. Your child’s access to free,
happy play which experts agree is vital for healthy development but is being limited.
What’s putting the squeeze on our kids?

Learning by doing is any activity where children are learning by experiencing, exploring,
creating, discovering, relating and interacting with the world around them through all their
senses is healthy. As they say that the very best and most valuable play is what they call
'learning by doing'.

Now days, everyone's talking about Surf Excel's 'Every child has the right' campaign. Finally,
the important issue of your child's happiness and development is getting the media coverage it
deserves. It proves this really is a global issue.

MEDIA USED
Right TIME and Right PLACE are the basic principles of launching the product. Hence it
needs to be chosen very carefully and need careful observation of target audience and
market.

This TVC was broadcasted on all popular and highly viewed channels of Television, specially
“Star Plus” and “Star One”.

As it is the most popular channel among women in homes (Target Audience). Mothers being
the targeted audience of Surf Excel, it has to keep in mind what channels women mostly
watch, and ofcourse those channels were the one with daily soaps. So, that is how they
advertised their product.

TIMINGS
The commercial was advertised during quarter and mid-breaks of most popular serials of
specific channels and were mostly showed in the lunch and dinner time, when women were
mostly free from their work.
As number of target audience watching those specific serials are comparatively high then any
other dramas. Hence the media is also carefully selected as to approach a maximum number
of target audience.

HEALTH AND WELL-BEING

 They are committed towards highlighting the
impact of childhood curiosity and active play in
kids' development for their future lives.

 Surf - Dirt is Good

Surf, one of Unilever’s largest brands, is committed towards healthy physical growth and
intellectual development of children for the past many years through the 'Dirt is Good'
platform. Surf believes that experiential learning is an essential part of growing up. The first
initiatives taken to support this philosophy was through the' Games and Paint Masti'
campaigns started in 2005 and 2006.

Later, this campaign evolved into the 'Every Child has a Right' campaign, which encourages
mothers to allow their children to explore the outdoors. In 2008 Surf held many TV shows for
mothers, teachers and care givers to help understand this concept, along with developing the
'Early Childhood Education' curriculum, training.

 Early Childhood Education (ECE)

Surf expanded the Educational Program to train teachers through the 'Early Childhood
Education' curriculum that will enable strong physiological growth for children in the less
privileged areas of the country in partnership with Idara-e-Taleem-o-Aagahi in 2 more
districts.

 ECE Impact:
 600 teachers trained
 5000 schools received the curriculum
 The curriculum is built into the national
 Educational curriculum across the country
 Appreciation from the Education Department of the Government of Punjab

 Experiential Learning
Playing outdoors is good for the mental and physical development of children thus supporting
'Dirt is good' philosophy. Surf partnered with Idara-e-Taleem-o-Aagahi to develop
Splat play areas, 2 public parks in Lahore, 2 in Islamabad and 2 school grounds in Karachi,
using basic play equipment, to assist the mental and physical growth of children in the
underprivileged areas of the mentioned cities.

 Experiential Impact:

5,200 children benefitted from the play area.

 Art from heart

Surf held a nation wide art competition titled ‘Art from the Heart’ to encourage children to
help others and grow based on their ‘Dirt is Good’ platform. They also produced TV shows to
teach children different forms of art techniques along with appearances in various shows which
helped the children and mothers understand the concept of the Dirt is Good philosophy.

 Impact:
Over 2,000,000 children were engaged by the activity and the TV show.

RECOMMENDATIONS
 Surf Excel should increase the quantity of their product, as it would be beneficial for
people of the lower class.
 They can do more of social work, to attract new audiences.
CONCLUSION
Surf Excel believes that for children to develop and grow to their full potential, they must be
free to experience life for themselves. Watching it and hearing about it just aren't the same as
living it.

You see, Surf Excel believes that children just aren't meant to stay clean. And the good thing is
that mums who also believe that Dirt is Good no longer have to worry about their little ones
getting muddy. Because they always know that with Surf Excel, it'll all come out in the wash.

The list is long, and the specifics vary slightly from country to country, but around the world,
the message is coming through loud and clear.

Mums think childhood as we know it is slowly being forgotten. Your children have very little
time for unstructured play - and you worry about their safety when playing outdoors. Surf
excel covers all classes as it provides its product for lower class as well as for the people from
upper class, as their ranges are starting from Rs. 5.

"Learning by doing is special because it has proven powerful developmental benefits for
children, boosting their cognitive, social and emotional growth, as well as their physical
wellbeing."
Drs Dorothy and Jerome Singer Child Psychologists, Yale University, USA -

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