Course Title: Principles of Marketing

Instructor:

Presented by:
 Contents
Company Profile-Unilever Pakistan

Unilever Message

Brief introduction of the Product-Surf Excel

Marketing Mix

Marketing Process

Competitors

Product Life cycle

SWOT Analysis

Recommendation
Company Profile-Unilever Pakistan
The Unilever Pakistan Limited (UPL), formerly Lever
Brothers Pakistan Limited was established in Pakistan
in 1948.
Unilever Pakistan is the largest fast-moving consumer
goods (FMCG) company in Pakistan, as well as one of
the largest multinationals operating in the country.
Its products include food, home care and personal
care brands.
Unilever Message
Surf excel has been following the Unilevers message i.e.
add vitality to life.
Brief introduction-Surf Excel

Surf Excel, launched in 1959, is one of the oldest

detergent powders in India and Pakistan.
It is a market leader in the detergent market.
Change is inevitable and a leader must be willing to
embrace change rather than resist it.
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.
Marketing Mix

PRODUCT
Surf Excel was the first in the Pakistan detergent
powder market. Over the years, Surf Excel has anticipated
the changing washing needs of the Pakistan homemaker
and constantly upgraded itself. Surf excel is the product of
the largest producers of packaged consumers goods
Unilever.
Marketing Mix
Packaging
Over the years, there has been a shift from cartons to
polythene bags and emergence of low unit price packs.

Previously Surf Excel used to come in container boxes, and

now low priced packaging has been introduced which is easy
to carry and handle. Packaging has been made in the same
fashion as the logo, dominating in orange and blue color.
Marketing Mix
Product Range

25g 50g 125g 500g 1Kg 2Kg

4.5Kg
Marketing Mix
PRICE
The company offers different sizes of Surf excel in the
market for different prices. It starts from a sachets
pricing from 5-10 rupees to a 4.5kg box pricing 869
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.
Marketing Mix

PLACE
Sales Force 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).
Marketing Mix

PROMOTION
Outdoor Media Agency is appointed for the advertising
campaigns via billboard and signboards.

Mind Share is the Media Buying House for Unilever in

Pakistan.
Marketing Process

SEGMENTATION
Segmentation is done on the basis of Living standard
measure (LSM), which ranges from 1 to 15.

Surf Excel starts from 6 who can afford washing machine for
washing.
 Marketing Process
TARGETING MARKETING

Mainly housewives are the target market.

Middle income group which comprises about 35 million consumers.

lower income market as well as the higher income bracket with

different sets of products.
Marketing Process

POSITIONING

It is the first brand which not only positions itself as a stain

remover but also builds an image for the care of fabrics by
increasing the life of the fabric.

As children's are the best influencers to the decision makers,

the most communication to consumers is done by the help of
children through tagline dirt is good.
Competitors
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
SOAPS.
 Product Life Cycle
Surf Excel is at growth stage unlike Lux which is at Maturity.

The Surf is still showing an increase in profits.

At growth if the sales are stagnant or not increasing

company can re-launch or reposition its product to give a
boost as it was previously done with Lifebuoy.
Buying Decision Process
Awareness

Extent to which a brand is recognized by potential customers, and

is correctly associated with a particular product. Expressed
usually as a percentage of target market, brand awareness is the
primary goal of advertising in the early months or years of
a product's introduction.
 Interest

The purchase at one time, and often at a reduced price, of a

large quantity of a particular commodity.
 Evaluation

A product is a term for any item that has been manufactured

and is useful to you. You are a consumer when you buy it or use
it. Evaluation of the product means that its suitability and safety
for use by consumers are checked out. All products made are
required by law to be safe to use.
 Trail
A temporary offering intended to provide market information by
allowing consumers to examine, use or test a product prior to
fully committing company resources to a full launch.
 Adoption

Five-stage mental process all prospective customers go through from learning of a

new product to becoming loyal customers or rejecting it. These stages are
(1)Awareness: prospects come to know about a product but lack sufficient
information about it;
(2)Interest: they try to get more information;
(3)Evaluation: they consider whether the product is beneficial;
(4)Trial: they make the first purchase to determine its worth or usefulness;
(5)Adoption: they decide to adopt it, or look for something else. Another explanation
is that the customer moves from a cognitive state (being aware and informed) to the
emotional state (liking and preference) and finally to the behavioral or conative state
(deciding and purchasing).
SWOT Analysis

STRENGTHS

Solid base of the Company.

Constantly changing as per washing needs.
Strong brand portfolio.
High quality man power.
Success of the tagline dirt is good
SWOT Analysis

WEAKNESS
Possibility for low price competition.
Generic Name
High price of the product.
Lack of control in the market.
Substitute products.
Financials of the Company.
SWOT Analysis

OPPORTINITIES
Changing lifestyle of the people.
Increasing the volume of production.
New markets laundry, rural etc.
As brand grows, increase in consumption and usage.
Upgrading customers through innovation (soap
migration).
SWOT Analysis

THREATS
Chances of price war.
Introduction of local products.
Increased in production and labor cost.
Economic crisis & inflation.
Local products and other major competitors.
Recommendation

A switch from laundry soap to detergent powder will be

hugely beneficial to Surf Excel and ultimately for
Unilever.