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MKT-201 PRESENTATION
ON
SURF EXCEL
Komal Anwar BB-2056
Mahnoor Aleem BB-2066
Hadiqa Khan BB-251291
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ACKNOWLEDGEMENT
First and foremost of all we would like thank Allah
Almighty, then Ma·am Duria for all her guidanceand help throughout the project.
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CONTENTS
Introduction to Unilever Pakistan Limited
Introduction to Surf Excel
Existing STP of Surf Excel
Marketing Mix of Surf Excel
Recommendations and Conclusion
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INTRODUCTION TO UNILEVER
William Lever was the originator of lever
brothers.
He established Lever Brothers in 1827 in
England. In 1930, Margarine Uni and Lever brothers
merged together and renamed the buisness as
Unilever Pakistan Limited.
Unilever is a European based company withheadquarters in London.
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The vision of Unilever Pakistan Limited is driven
by is the commitment to excel and we are hereto sell aspiration not brand.
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INTRODUCTION TO SURF EXCEL
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Surf Excel was introduced in Pakistan in 1960.
It was introduced after the name surf
In 1990s, surf was re-introduced with a changed brand
name and improved quality i.e. SURF EXCEL. It is available in different varieties and sizes in brand.
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EXISTING STPS OF SURF EXCEL
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SEGMENTATION
Surf Excel have segmented its market on the basis
of following variables:
Geographic
Psychographic Demographic
Behavior
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GEOGRAPHICALLY
Urban and Sub-Urban areas
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DEMOGRAPHICALLY
It can be used for all family size from larger to
smaller.
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PSYCHOGRAPHICALLY
Upper and middle level class people
People with every kind of lifestyle.
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BEHAVIOURLY
Purchased in every occasions as its main purpose
is cleanliness.
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TARGET MARKETING
SURF EXCEL target market includes Middle
Class, Upper Middle Class and Upper Classes. It is mainly targeted to all kind of women.
Its target marketing strategy is differentiated.
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POSITIONING
They are creating perception by differentiating is
product through its unique packaging and tag
lines.
DAAG TAU ACHE HOTE HAI. JESA BHI DAAG HO SURF EXCEL HAINA
DIRT IS GOOD.
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They are creating environment for people
to have a life easy chance.
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MARKETING MIX OF SURF
EXCEL
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PRODUCT
Surf excel is available in different variety range
and quantities. Popular for its cleaning power of every type of
stain.
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PRICE
Following are the Prices of Surf excel that are set
by taking into consideration the size, type of
product:
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QuantityPrice in
rupees
25 grams 5
50 grams 10
115 grams 20
500 grams 115
1 000 grams 210
2000 grams 405
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PLACE
Surf excel is available in all the big cities, towns
and districts of Pakistan. It is available at general stores as well as
departmental store.
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PROMOTION
Print Electronic media particularly TV channels
and web. Electromagnetic media i.e. radio etc.
Billboard.
Public relation.
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PACKAGING
Unilever has a new Phenomenon. It consults all 3trade models (General trade, Local modern trade,
and International modern trade) while designing
packaging for Surf Excel.
Its color represent fragrance, color retainer, andcleanness.
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RECOMMENDATIONS AND
CONCLUSION
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RECOMMENDATIONS
Segmentation And Targeting
In our perception Surf Excel should not change
its Segmentation and targeting because
according to the price they have done correctsegmentation.
Positioning
In our opinion, surf excel should differentiate its
every variant because most of the people just
know the brand name but are not aware of the
nature and function of its variants.
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CONCLUSION
As Surf Excels main purpose is cleanliness of
Pakistan without any worries of stains and
marks therefore it should also do more creative
promotional activities so that people can get
much more knowledge about surf excel and its
variants and surf excel could become a market
leader in detergent powders in Pakistan
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THANK YOU
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