brand ananlysis

8/7/2019 brand ananlysis

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TOP 10 Brands of year 2009 PakistanTOP 10 Brands of year 2009 Pakistan

Presented To :Presented To : Sir Imran MirSir Imran Mir

Presented By:Presented By: Hafiz Muhammad TahirHafiz Muhammad Tahir


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Su rf ExcelSu rf ExcelS trengthsS trengths

E njoying economies of scaleE njoying economies of scaleGood will in the marketGood will in the marketStrong financial positionStrong financial position

Surf has become the generic nameSurf has become the generic namein detergentsin detergents


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Su rf ExcelSu rf Excel

WeaknessWeaknessHuge inventory stocks of raw materialHuge inventory stocks of raw material

Weak spending on R & DWeak spending on R & DInternal operating problemsInternal operating problems


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Opport u nitiesOpport u nitiesRapid market growthRapid market growth

Changing customers needs & wants as life styleChanging customers needs & wants as life stylechangechangeTo create relation with society on the socialTo create relation with society on the social

marketing basismarketing basisPakistan peoples moves from soap to detergentPakistan peoples moves from soap to detergent


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ThreatsThreatsThere is very tough competition in detergentsThere is very tough competition in detergents

marketsmarketsLow profit marginsLow profit marginsSmuggled brands of CHINASmuggled brands of CHINA

New competition in the marketNew competition in the market


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Surf Ex cel having a market share of 32% in PakistanSurf Ex cel having a market share of 32% in PakistanSurf ex cel has a storng brand equity and brand nameSurf ex cel has a storng brand equity and brand nameHave imperasive and successive advertising Have imperasive and successive advertising POP that is a detergentPOP that is a detergentSurf Ex cel has varity , quality and a well brand nameSurf Ex cel has varity , quality and a well brand nameHas a good distribution channelHas a good distribution channelSurf ex cel spends a lot on its sales promotion and onSurf ex cel spends a lot on its sales promotion and onadvertising advertising


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U foneU fone

StrengthsStrengthsUfone has network coverage in more than 750 cities, towns and across allUfone has network coverage in more than 750 cities, towns and across allmajormajorhighways of the country.highways of the country.

Ufone provides International Roaming facility with more than 150Ufone provides International Roaming facility with more than 150internationalinternationaloperators across 79 countries.operators across 79 countries.Ufone is proud to have an efficient and friendly customer service through 21Ufone is proud to have an efficient and friendly customer service through 21company company--owned Sales & Customer Service Centers and nearly 250owned Sales & Customer Service Centers and nearly 250franchiseesfranchisees

across the country.across the country.Ufone has always believed in a solid commitment to growth, security andUfone has always believed in a solid commitment to growth, security andreliability. Therefore, Ufone has always balanced its e x pansion efforts andreliability. Therefore, Ufone has always balanced its e x pansion efforts andquality quality of serviceof service


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U foneU fone

WeaknessesWeaknessesIt has many franchises in the whole country but as its customers areIt has many franchises in the whole country but as its customers areincreasing increasing day by day so its present franchises are not enough to fulfill the needs of itday by day so its present franchises are not enough to fulfill the needs of it

customers.customers.U fone also face problems and its network get jammed on special occasionsU fone also face problems and its network get jammed on special occasionslikelikeE id, Christmas, New year etcE id, Christmas, New year etcU fone has the problem of voice quality. Though its coverage area is vast andU fone has the problem of voice quality. Though its coverage area is vast anditit

covers more than 750 towns and cities in Pakistan but the voice quality is notcovers more than 750 towns and cities in Pakistan but the voice quality is notasasgood as it should be.good as it should be.


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U foneU fone

OPPORTUNITI E SOPPORTUNITI E S--U fone could develop some new and innovativeU fone could develop some new and innovativeservices to attract customers andservices to attract customers and

some of the suggestions are as under which will helpsome of the suggestions are as under which will helpthem to increase theirthem to increase theirrevenues:revenues:--It should introduced International SMS packages likeIt should introduced International SMS packages likelocal SMS. Already U fone is offering lowestlocal SMS. Already U fone is offering lowestInternational SMS rates but if they introduce someInternational SMS rates but if they introduce somepackage like this it will get lots and lots of successpackage like this it will get lots and lots of success


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U foneU fone

ThreatsThreatsThe boosting customer base of Warid and Zong The boosting customer base of Warid and Zong

is also a big threat for Ufoneis also a big threat for UfoneThe decreasing economy rate and instability of The decreasing economy rate and instability of Pakistan is a big threat for all businesses inPakistan is a big threat for all businesses inPakistan including UfonePakistan including Ufone


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U foneU fone

Ufone offers may packages.Ufone offers may packages.The very important reason of Ufone success isThe very important reason of Ufone success is

its advertising in a unique style and spending aits advertising in a unique style and spending ahuge amount on advertisng.huge amount on advertisng.Has brand loyality and higher brand equity.Has brand loyality and higher brand equity.

Points of parity is that it is a cellular company.Points of parity is that it is a cellular company.Points of Difference is that it has lower call ratesPoints of Difference is that it has lower call ratesand special sms packages.and special sms packages.


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M ou ntain Dew M ou ntain Dew

STR E NGTHSTR E NGTHDemand of Mountain Dew is more than itsDemand of Mountain Dew is more than its

competitors.competitors.Company has a very established name and aCompany has a very established name and agood reputation.good reputation.

Mountain market share is increasing withMountain market share is increasing withgreat rate than its competitors.great rate than its competitors.


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W E AKN E SSE SW E AKN E SSE SMountain Dew does not offer any sort of Mountain Dew does not offer any sort of

incentive or discount to its retailers.incentive or discount to its retailers.Mountain Dew target only young customers inMountain Dew target only young customers in

their promotions.their promotions.


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OPPORTUNITI E SOPPORTUNITI E SCompany may start entering rural areasCompany may start entering rural areas

also.also.Cola drinks are not good for the health soCola drinks are not good for the health so

the awareness level of the people is inthe awareness level of the people is in

creasing which is a big threat to thecreasing which is a big threat to thecompany company


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THR E ATSTHR E ATSThe main competitor of the company isThe main competitor of the company is

the Sprite and Sprite 3G.the Sprite and Sprite 3G.At the local level, Mountain Dew has a very At the local level, Mountain Dew has a very strong competition with different type of colastrong competition with different type of cola

and non cola products.and non cola products.


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Total annual sale of soft drink in Pakistan 120Total annual sale of soft drink in Pakistan 120millionmillionPepsi annual sales in Pakistan 75 millionPepsi annual sales in Pakistan 75 millionMarket share of Pepsi 65%Market share of Pepsi 65%Market share of Mountain Dew is 22.1% (30%Market share of Mountain Dew is 22.1% (30%within Company)within Company)

Has brand loyalty and high brand equity.Has brand loyalty and high brand equity.POP: it is a soft drink POP: it is a soft drink


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PepsiPepsi

The market in Pakistan is surely dominated by The market in Pakistan is surely dominated by Pepsi. It has proves itself to be the No.1 softPepsi. It has proves itself to be the No.1 softdrink in Pakistan. Compared with other Cola indrink in Pakistan. Compared with other Cola inthe market, it is a bit sweeter In Pakistan, Pepsithe market, it is a bit sweeter In Pakistan, Pepsienjoys 65% of the market share where as theenjoys 65% of the market share where as thecoke just has 20% markets sharecoke just has 20% markets share


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PepsiPepsi

Co u ntry of origin:Co u ntry of origin: USAUSAS TRENGTHS TRENGTH

Demand of Pepsi is more than its competitors.Demand of Pepsi is more than its competitors.Company has a very established name and aCompany has a very established name and agood reputation.good reputation.

Pepsi has large market share than its competitorsPepsi has large market share than its competitors


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PepsiPepsi

WEAKNESSES WEAKNESSES

Pepsi does not offer any sort of incentive orPepsi does not offer any sort of incentive or

discount to its retailers.discount to its retailers.Pepsi target only young customers in theirPepsi target only young customers in theirpromotionspromotions


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PepsiPepsi

OPPORT U NITIE S OPPORT U NITIE S Company may start entering rural areas also.Company may start entering rural areas also.

The company may also diversify its business inThe company may also diversify its business insome other potential businesssome other potential business


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PepsiPepsi

THREAT STHREAT S

The main competitor of the company is theThe main competitor of the company is the

Coca Cola.Coca Cola.At the international level, Pepsi has a very strong At the international level, Pepsi has a very strong competition with Coke. Coke has started itscompetition with Coke. Coke has started itsadvertisements more effectively to increase theiradvertisements more effectively to increase theirdemand and it is a very strong threat for Pepsidemand and it is a very strong threat for Pepsi


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PepsiPepsi

Pepsi has high Brand E quity and Brand Loyality.Pepsi has high Brand E quity and Brand Loyality.It has strong Distribution Channel in Pakistan.It has strong Distribution Channel in Pakistan.

Pepsi use several Celebrities and National HerosPepsi use several Celebrities and National Herosin their Advertisements.in their Advertisements.


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Coca ColaCoca Cola

Coca cola has a strong brand name.Coca cola has a strong brand name.S trengthsS trengths

S TRONG MU TINATIONALS TRONG MU TINATIONALE M INENT BRAND NA M EE M INENT BRAND NA M EQ U ALITY OF PROD U CTQ U ALITY OF PROD U CT

WEAKNE SS E SWEAKNE SS E S

DISS

ATIS

FACTION A M

ONGS

TAFFDISS

ATIS

FACTION A M

ONGS

TAFFM OTIVATIONAL FACTOR SM OTIVATIONAL FACTOR S

LE SS AVAILIBITLE SS AVAILIBIT


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Coca ColaCoca Cola

OPPORTUNITI E SOPPORTUNITI E SCocaCoca--Cola can secure new dealers and buyers of Cola can secure new dealers and buyers of

its product as still large part of the country is stillits product as still large part of the country is stilldevoid of its products. It can promote itsdevoid of its products. It can promote itsproducts in the younger generation by targeting products in the younger generation by targeting the new outletsthe new outlets


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Coca ColaCoca Cola

ThreatsThreatsFAK E PRODUCTSFAK E PRODUCTS

COMP E TITORS SCH E ME SCOMP E TITORS SCH E ME SCoca Cola has a strong brand name and has highCoca Cola has a strong brand name and has high

brand equity.brand equity.

Country of Origin: USACountry of Origin: USA


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Head and S ho u lderHead and S ho u lder

Head & Shoulders is the world's leading AntiHead & Shoulders is the world's leading AntiDandruff shampoo. In Pakistan, H&S has aDandruff shampoo. In Pakistan, H&S has a65% market share of Anti Dandruff shampoo65% market share of Anti Dandruff shampoosegment.segment.PODs of Head and shoulder is that it is a AntiPODs of Head and shoulder is that it is a Anti--Dandruff shampoo.Dandruff shampoo.Celebrity endorsementCelebrity endorsementCountry of origin USACountry of origin USA


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NokiaNokia

StrengthsStrengthsDurability Durability Long battery lifeLong battery lifeUser friendly User friendly Global Ex pansionGlobal Ex pansionBrand loyalty Brand loyalty WeaknessWeaknessLow voice quality Low voice quality Less stylishLess stylish


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NokiaNokia

OpportunitiesOpportunitiesMobiles with computer window Mobiles with computer window

New growth marketsNew growth marketsOther hand held devicesOther hand held devicesThreatThreat

China mobiles and many other operators areChina mobiles and many other operators areglobally selling their own brands of phone.globally selling their own brands of phone.


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NokiaNokia

Nokia has very high Brand Loyalty and HighNokia has very high Brand Loyalty and HighBrand E quity.Brand E quity.

Country of origin: FinlandCountry of origin: Finland


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S ams u ng M obilesS ams u ng M obiles

Samsung has created a strong brand aroundSamsung has created a strong brand aroundinnovation, cutting edge technology and worldinnovation, cutting edge technology and worldclass design. True to its brand image, Samsung class design. True to its brand image, Samsung resorted to a design competition to e x citeresorted to a design competition to e x citecustomers and involve the brand's community customers and involve the brand's community


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S ams u ng M obilesS ams u ng M obiles

REA S ON S FOR M ORE S ALE SREA S ON S FOR M ORE S ALE S

PricePrice

Quality Quality ServiceServiceAdvertisementAdvertisement

StyleStyleCountry of origin: South KoreaCountry of origin: South Korea


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Fair and LovelyFair and Lovely

Fair & Lovely, is one of the most trusted brandFair & Lovely, is one of the most trusted brandFair & Lovely brand is World's first and largestFair & Lovely brand is World's first and largest

Fairness cream brand with a presence in 40Fairness cream brand with a presence in 40countries and a value of around Rs. 6 billion.countries and a value of around Rs. 6 billion.


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Weakness:Weakness:Presence of several competitors with the samePresence of several competitors with the same

product lineproduct lineOpportunity:Opportunity:Ex tending the equity of its leading fairnessEx tending the equity of its leading fairness

cream brand "Fair & Lovely" to a premium Faircream brand "Fair & Lovely" to a premium Fair& Lovely soap.& Lovely soap.


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Threat:Threat:Challenges to deal with competition andChallenges to deal with competition and

consumer choice and buying behaviourconsumer choice and buying behaviourThere are several e x isting competitors in theThere are several e x isting competitors in themarket with the same product category market with the same product category

Fair and Lovely has high brand equity and brandFair and Lovely has high brand equity and brandloyality.loyality.


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Pantene Pro V Pantene Pro V

PantenePantene is ais a brandbrand of of hair carehair care products ownedproducts ownedby by Procter & GambleProcter & Gamble ..

The brand's bestThe brand's best--known product is theknown product is theconditioning conditioning shampooshampoo Pantene ProPantene Pro- -V V . The. Thebrand name stands forbrand name stands for Pantene ProPantene Pro- -VitaminVitaminCountry of origin : SwitzerlandCountry of origin : SwitzerlandHas high brand equity.Has high brand equity.


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