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Prepared by

Aakansha Singh (20165001)


Aayushi Shah (20165002)
Akshay Gaikwad(20165003)
Ann Augustine (20165004)
Aquesha Tirimizi(20165005)
Integrated Marketing Communication
IMC is an approach where all aspects of marketing communications
advertising, PR, digital, sales promotions work as a unified force
towards a goal of stronger brand and better sales and is presented in
such a way that the brand's core message is reinforced.

Two types:

Above The Line (ATL)

Below The Line (BTL)

Surf Excel carries out ATL.


Surf Excel
Surf Excel, launched in 1948 under the brand name Surf in
Pakistan & in 1959 launched in India as the first detergent powder.
Surf was the first brand of detergent that was advertised on TV.
Introduced the concept of bucket wash to housewives who were
used to washing clothes with laundry soap bars.
It is sold under various brand names; such as Omo in Brazil,
Persil in UK and Skip in France, Greece, Spain and Portugal.
Media Strategy (Traditional)
Various categories of communication systems like
broadcasting, print media, etc. are used for Surf Excel
Billboards and posters
In the Print Media, such as newspapers, magazines, direct
mails, out doors, etc. are used
In the broadcasting media, television and radio (FM channels)
are the major tools
The frequency of ads is higher during the time slots 1.00 pm
to 3.00 pm and 9.00pm to 11.00 pm for stronger impact on
target population
Word of mouth publicity Surf Excel : Daag Acche Hain
Media Strategy (Non- Traditional)

Organizes various competitions , e.g.


Worlds largest Hand-Printing Competition
(over 70,000 children participated, Surf
excel smart choice contest lucky winner
to get Whirlpool washing machine
Online promotion strategies website
www.surfexcel.in
Various initiatives
Surf Excel and You suggesting mothers
to encourage active learning in their
children, mothers pride in which
mothers can share their pride stories -
special moments from the moment they
have children, knowledge beyond books,
expert advice
Childrens Club
Social media marketing through facebook
Santa ClausCarnival etc.
Positioning of Surf Excel

Ziddi se ziddi daag


nikaale Daag acche hain
Twitter Presence

Promoting Clean and Safe India


Facebook Presence

Promotion of Surf Excel Matic


YouTube Presence
SURF EXCEL , IMC 12
#JustLikeMom

Surf Excel digital campaign Surf believes in philosophy of


promotes Parent-Child bonding daag ache hain . There are lot of
activities that have replaced the
TV off; Life On
simple joy of playing outdoors
#LearningForTomorrow

Global Campaign for education in partnership with UNICEF


SURF EXCEL , IMC 15
Art Competition
SURF EXCEL , IMC 17
Environment Safety

World Environmental Day: Help your


Child Understand the Importance of
Clean Water

How to Help Tackle Indias Water


Pollution Problem at Home

World Earth Day Contest Recycle


your Surf Excel Matic Box
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SURF EXCEL , IMC
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SURF EXCEL , IMC
SURF EXCEL , IMC 22
SURF EXCEL , IMC 23
SURF EXCEL , IMC 24
Public Relations
Surf excel is very concern about their CSR activities, this is
how they built a strong public relation.
They always arrange some programs that children can
participate and enrich their mental happiness. Surf Excel
believes that dirt is good; it is an essential part of a childs
development.
Surf Excel organized Worlds largest Hand Painting
Competition and prize for lucky winner was Whirlpool
Washing Machine.
The DAAG ACCHE HAIN campaign has helped Surf Excel
reposition itself beyond detergent to utility.
Surf Excel has developed a positive attitude towards stains by
highlighting childs happiness over stained clothes.
Linking to special cause Save Water Campaign
Specific ads during festive season like Holi, Diwali etc.
Holding special events for kids during festivals.
Muchas
Gracias!!!