final surf excel

MARKETING PLAN

Group Members

MUHAMMAD NOMAN 2524MUHAMMAD NOMAN 2524

MUHAMMAD BILAL KHANMUHAMMAD BILAL KHAN

NAVED ANJUMNAVED ANJUM

The marketing plan of surf excel focuses on Sales growth, Revenue, Market positioning , Enhance Market shares,

Customer satisfaction, Goodwill & reputation.

Total per annum sale of detergents in Pakistan is up to 2,40,000 tons out of which Surf Excel claims 96000 tons.

Surf Excel is having 40 percent market share in volume and is focusing on increasing the market share up to 42 % to

44 %. This target is assumed to be achieved by effective pricing, promotion, placement and product variety.

Ensure top-of-the-mind recall Increase

Frequency of Usage

Launching Variants

R&D for new product innovations

Executive Summary

1) Current Marketing Situation• Market• Product• Competition• Distribution• Macro-Environment

2) SWOT and Issue Analysis

3) Objectives

4) Marketing Strategy–Target Market –Locations –Quality–Size–Price –Discounts–Promotions –Advertising

5) Action Programmes

6) Forecasts & Budget

7) Implementation Controls

Table of Contents

Surf Excel accounts for 96000 tons or 40 percent of the total

market share of detergents in Pakistan.

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.

Market

Current Marketing Situation

Surf Excel is a product of Unilever which is at growth stage as it has large market.

In Market Surf Excel 50 grams has huge market share with respect to other sashes. 50 grams is facilitating the class B and Lower B.

While demand of 500 grams is very low. 500 grams are facilitating the Class A and Class B+.

PRODUCT


Quantity Cost Price in Rupees Sale Price in Rupees

25 grams 4.7 5

65 grams 9.5 10

130 grams 19 20

500 grams 90.50 100

1000 grams 185.50 195

PRODUCT


Ponds skin cream

Lifebuoy Shampoo

BCG MATRIX


Detergent Market Soap Market

Laundry powder 240000 tons(10 billion)

Laundry Soap 420000 tons(17 billion)

Major Players in Detergent Industry are

Competition


Low Quality

High Quality

Low Price

High Price

CompetitionCurrent Marketing Situation

Brand Quantity Price in rupees

1000 grams 195

1000 grams 200

1000 grams 170

1000 grams 125

1000 grams 60

Competition


Marketing Objectives

To increase market share Switch consumers from existing brand to Ariel Product innovation Brand loyalty increase

Ensure top of mind recall

So that the consumer can remember the brand amongst competition.

Strengths of Ariel Weakness of Ariel

Economies of scale Good distribution Network Captures shelf space Perceived as premium brand Huge R& D-Financially backed by P&G

Considered no2 with respect to surf excel No variants in Pakistan (surf excel has surf excel matic)

Evaluating Competitors

Customer Benefit-

Ariel is associating the brand with customer on the bases to give them superior quality and makes the ground for customer to provide a theme which cause to have happiness.

Target Market ARIEL target market includes Middle Class, Upper Middle Class and Upper Classes of the population of Pakistan. The Ladies of Pakistan who are very conscious about their family.

Market Positioning

Trusted and premium brand of Pakistan. customer satisfaction to their consumers.

Now they are also focusing on savings where surf excel focuses on dirt being good for development Ariel uses savings approach.

They have previously used Mrs Zubaida Tariq who is considered and expert on household advisory telling to use Ariel like she tells tips i.e. Totka’s.

Evaluating Competitors

DetergentIndustry

National Sales Distributor

Regional Sales Distributor

Common Distributors

Wholesalers

Retailers

Macro Outlets

Retailers

Final Consumer

Distribution Structure

2009 Distribution Share

Market / Product Segment Distributor / Retail

Distributor/ Wholesaler

Detergent Industry 55% 45%

2009 Distribution Share Competitors

Companies Distributor / Retail

Distributor/ Wholesaler

Unilever 50% 50%

P&G 60% 40%

Distribution Structure

DEMOGRAPHICS

In the case of “SURF EXCEL” the demographics that we have found out are , that any housewife who is both price sensitive as well as quality conscious , belongs to any class, any occupation , if can afford SURF EXCEL will buy it.

PSYCHOGRAPHICS People who are ambitious , hygiene conscious , those who want to be authorative are SURF EXCEL buyers , because when it comes to personality values than no compromise.

Macro Environment


　　　 STRENGTHS

Enjoying economies of scale

Good will in the market

Strong financial position

Surf has become the generic name in detergents

Have Strong distribution channel in Pakistan

Abundant financial resources

Well-known brand name

Well brand image

Committed employees

WEAKNESS

Huge inventory stocks of raw material

Internal operating problems 　

OPPORTUNITIES

Rapid market growth

Changing customers needs & wants as life style change

To create relation with society on the social marketing basis

Pakistan peoples moves from soap to detergent 　　

THREATS

There is very tough competition in detergents markets

Low profit margins

Smuggled brands of CHINA

New competition in the market

Increases in taxes

Increases in prices due to fuel prices

SWOT Analysis

For Sales growth they need highly intensive distribution and strong promotions

Unilever is facing competition from P&G as on the base of different brands market share

Unilever has to maintain its difference from other brands as creating unique values, that others are not giving with core product.

Sales growth is possible when product remain at fixed price for a specific time period and this depend on cheapest raw material handling and its transporting.

ISSUE ANALYSIS

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

Total commitment to exceptional standards of performance and productivity, to working together effectively and to a willingness to embrace new ideas and learn continuously.

To maintain highest standards of corporate behavior towards employees, consumers and the societies and world to acquire success.

o The major points are as follows:

Sales growth

Revenue

Market positioning

Enhance Market shares

Customer satisfaction

Goodwill & reputation

OBJECTIVES

Product Launching a specialist powder which is exclusively used for machine washing.An innovative product which caters to environmental concerns. A product which deals with the harmful UV rays. So you can go out more in the sun without worrying too much about the rays.

Price Surf excel is a premium product and is giving health benefits thus a higher price will be charged.

Place Same distribution through modern trade (superstores) and kiryana stores etc

Promotion

•Regular education and awareness-building campaigns•Stock availability in relevant outlets.•Moreover, as consumers become more aware it is important to build credibility of an offering like Surf Excel Matic. •To fulfill this requirement, Surf Excel Matic has also made co branding arrangements with Pakistan’s leading White goods manufacturer Dawlance.•Using TV advertising and radio as well as news papers and billboards•Promotional campaigns like Games Masti which was done in 2007, there can be an event which indulges kids in games and educates the mothers about what their child is up against when he or she is playing out in the sun. •Regular advertising will be used which will transcend any communication barriers

4-P’s of Marketing

MARKETING STRATEGIES

• Quality

• Size


• Target Market

• Advertising

• Locations

• Discounts


Assets and Competenc

ies

Good Company

Image

Good Retailer Network Organizati

on Culture

Communication Strategy

Events

ACTION PROGRAMMES

Expenditures on Media advertisement will be approximately Rs30,000,000 in 2010 which was Rs27,939,217 in 2009 with 1.35% of total advertising expenditures in Pakistan.

Kids painting program in Expo-centre Karachi will be held Second quarter of 2010.

The company will launch the scheme In which certain points will be given to wholesalers on the highest sales of surf excel on the basis of which certain incentives will be provided to peak wholesalers.

ACTION PROGRAMMES

Market demand of 230,000-240,000 tons of detergents.

The local detergent industry is producing around 175,000 tons.

There is demand-supply gap of about 55,000 tons.

Surf Excel has 40 % of the market for detergent powder.

Forecasted sales in volume is expected to be 42 % to 44 % in the upcoming year.

Forecasts and Budgets

Company deals only in those products that are profitable. If there is any indication

that any product is not profitable company analyzes the reasons and step are taken

to overcome the reasons. For this purpose Unilever concern with marketing

research firm Aftaab Associates for marketing research to gain the information

about trend of market. Company also takes into consideration the welfare of the

consumers. It takes into account the taste and habits of the consumer.

IMPLEMENTATION & CONTROL

Unilever Pakistan

final surf excel

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