marketing management "surf excel"

8/16/2019 Marketing Management "Surf Excel"

1/22

“ FA N TA S T I C F I V E ”R A K E S H S K

A N J A N I K S K R I S H N AA B H I S H E K T E L U K U N TA

N A R L A V E N K ATN I K H I L

K O P P I N E N I V N SR O H I T K U M A R


2/22

INDUSTAN UNILEVER LIM


3/22

Evolutionar Hi!tor

"#$# "##% "##& '%%( '%%&SURF SURF ULTRA SURF EXCEL SURF EXCEL SURF EXCEL

BLUE BAR

SURF E)CEL * THE BRAN+

"#$#SURF

"##%SURFULTRA

"##&SURFE)CEL

'%%(SURFE)CELBLUE

'%%&SURFE)CELBAR

Surf Surf Ultra Surf Excel Surf Excel BlueSurf Excel Bar

http://var/www/apps/conversion/tmp/Desktop/Surf%20excel%20Adds/surf%20lalitaji%20commercial.mp4http://var/www/apps/conversion/tmp/Desktop/Surf%20excel%20Adds/surf%20ultra%20-%20dhoonte%20reh%20jaaoge%20commercial.mp4http://var/www/apps/conversion/tmp/Desktop/Surf%20excel%20Adds/surf%20ultra%20-%20dhoonte%20reh%20jaaoge%20commercial.mp4http://var/www/apps/conversion/tmp/scratch_4/Surf%20excel%20Adds/Surf%20Excel%20-%20Mayo%20College.mp4http://var/www/apps/conversion/tmp/scratch_4/Surf%20excel%20Adds/Surf%20Excel%20-%20Mayo%20College.mp4http://var/www/apps/conversion/tmp/Desktop/Surf%20excel%20Adds/Surf%20Excel%20TVC%20Blue%20Launch.mp4http://var/www/apps/conversion/tmp/Desktop/Surf%20excel%20Adds/Surf%20Excel%20Good%20News%20Bad%20News.mp4http://var/www/apps/conversion/tmp/Desktop/Surf%20excel%20Adds/Surf%20Excel%20Good%20News%20Bad%20News.mp4http://var/www/apps/conversion/tmp/Desktop/Surf%20excel%20Adds/Surf%20Excel%20Good%20News%20Bad%20News.mp4http://var/www/apps/conversion/tmp/Desktop/Surf%20excel%20Adds/Surf%20Excel%20TVC%20Blue%20Launch.mp4http://var/www/apps/conversion/tmp/scratch_4/Surf%20excel%20Adds/Surf%20Excel%20-%20Mayo%20College.mp4http://var/www/apps/conversion/tmp/scratch_4/Surf%20excel%20Adds/Surf%20Excel%20-%20Mayo%20College.mp4http://var/www/apps/conversion/tmp/Desktop/Surf%20excel%20Adds/surf%20ultra%20-%20dhoonte%20reh%20jaaoge%20commercial.mp4http://var/www/apps/conversion/tmp/Desktop/Surf%20excel%20Adds/surf%20ultra%20-%20dhoonte%20reh%20jaaoge%20commercial.mp4http://var/www/apps/conversion/tmp/Desktop/Surf%20excel%20Adds/surf%20lalitaji%20commercial.mp4


4/22

TARGET MARKET ANDSEGMENTATION:


5/22

POSITIONING STRATEGY:

Phase 1:1959-1969‘ ashes

h!test"

Phase #:1969-1996‘Pr!ce $aluee%uat!&'"

Phase (:1996-#))(

‘Fu'ct!&'alP&s!t!&'!'*"

Phase +:#))(-#))5‘S, .&l!c /Fu'ct!&'al

P&s!t!&'!'*"

P#‘l


6/22


7/22

Surf Excel

Surf Excel

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Surf Excel

Blue

Surf Excel

at!c

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Fr&'t L&a4

Surf Excel

L!%u!4

Surf Exceeter*e't

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Product Strateg :

Product L!"e


8/22


9/22

PRICING STRATEGY

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7!r a.eca e the

ar etlea4er !' the

,ear 19?5

;UL 4!4 '&t.r!'* 4& 'the 0r!ce &f

Surf excel .ut!'tr&4uce4

‘ heel" t&c& 0ete !th7!r a

PriceSkimmingStrategy


10/22

PRICING STRATEGY CONTD

Lat0r it,ollo20.

Co3-0tition4a!0. -ri1in5

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T70 Ma8or1o3-0titor2a! Ari0l in

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li90 TI+E:;HEEL:

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T70

17an50. t70irPri1in5 ina11or.an10

to t70ir1o3-0titor!6

Pri10. a littl0lo20r1o3-ar0. to

ARIEL6

CompetitionBasedPricing

Strategy


11/22

"#$#* F!rst 'at!&'al 4eter*e't .ra'4 that use4

Tele$!s!&'f&r !ts a4$ert!se e't "#


12/22

Sur, E>10l* A Journ0 in Bran.Co33uni1ation

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t&h aa* Acche ha!

'%%&* Sur, E>10lBar R!' Su0re e Bar t& Surf Excel

Bar


13/22


14/22

T!tle s0&'s&rs &f TG sh& s Surf Excel L!ttle asters#)1) S!'ce last 5 ,ear Surf Excel &r*a'!Des ch!l4re'Hs fest!$als

Surf Excel has !tHs & ' I&uTu.e cha''el here!'ch!l4re' share the!r @ !rt !s 3&&4 @ ex0er!e'ces

Surf Excel t!e4 u0 !th the &$!e JCh!llar Part,

Sur, E>10l* e4!a Strate*, 7&'- Tra4!t!&'al

http://var/www/apps/conversion/tmp/scratch_4/Surf%20excel%20Adds/Surf%20Excel-%20Chillar%20Party.mp4http://var/www/apps/conversion/tmp/scratch_4/Surf%20excel%20Adds/Surf%20Excel-%20Chillar%20Party.mp4


15/22


16/22


17/22


18/22

TAGLINES:•


19/22

DISTRI%UTION STRATEGY OF SU

H U L ? + i ! t r i 4 u

t i o n

n 0 t 2 o r 9Ke,

stre'*th h!ch

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20/22

DISTRI%UTION STRATEGY OF SURFCONTD''

R 0 a 1 7 Th!s strate*,hel0e4 the

t& reach&re

cust& ers

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t T& a e surethat t hereta!lers"shel$es erere0le'!she4

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21/22

DISTRI%UTION CHANNEL


22/22

marketing management "surf excel"

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