marketing plan ali

8/6/2019 Marketing Plan Ali

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Marketing Plan

Presented By

Habib Ahmed (062413)


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Affiliation: Marketing Strategy

(MBA subject studying at IMS)

29-11-2008

Acknowledgment

May ALLAH bless mewith such kind of


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dedicated teacher in

future.Thanks to Sir Jawad Saleem,under his dynamicguidance I am able to

express myself. And Iam now at the stage tocomplete my project. He

is beyond my thoughtsand much more than thisacknowledgement.

And finally I am thankful

that He cooperated withme and appreciated as


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well. All the research I

have done is due to theskill I required from you.I have tried my best toprovide you the actual

facts and figures.I hope you will surelyfeel a difference and will

appreciate me.Only your appreciationis my reward.


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Table of Contents

1. Synopsis

42. MissionStatement


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............. 53. Current MarketingSituation..

6

o MarketDescription........

............................

............................

..........6

o ProductReview


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11o Review ofCompetition

12

o Review of

Distribution.....................................................................14

o MarketPotential


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..15

4. SwotAnalysis...

....................................... 16

5. Objectives and

Issues .........................................18

6. MarketingStrategies


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...

...........19PositioningStrategy.

....19

Marketing Mix (Product)

....20Marketing Mix (Price).22

Marketing Mix(Distribution)


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.25Marketing Mix(Promotion) ...

27

CompetitiveStrategy

............31

7. MarketingResearch..................................................................................................33


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8. Budget..........................

......................................................................................

.........36

9. Control

........36

10. Bibliography.......37


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Synopsis

Through this study Iobtain informationabout different

players of detergentmarket.


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Through this

project I can tell thepeople about thecurrent marketsituation of surf

excel as viewing themarket, which willprovide a picture tohow consider the

market trends infuture.

I am student of

Marketing Strategy,so that's why I wantto know about Surf


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Excel Marketing

System.


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early days. To educate

housewives about itsuse, house to housedemonstration wereorganized in Lahore and

Karachi. Free sampleand coupons were alsodistributed to recruitconsumer. There has

been no looking backsince the brand hasundergone numerousproduct qualityimprovements to offerbest cleaning results.


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Over the year, there has

been a shift from cartonsto poly ags andemergence of low unitprice packs.

With continuoustechnologicalinnovations, the brand

has always managed tofight off competition.Surf Excel, which hit theshops recently, has

already gained areputation for the best inthe market


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MISSION STATEMENT

We are the leadingconsumer productscompany in Pakistan, a

multinational with deeproots in the country.

We serve the everyday

needs of all consumerseverywhere for foods,hygiene and beautythrough branded

products and servicesthat deliver the bestquality and value.


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Our bands capture the

hearts of consumersthrough outstandingcommunication

Through managing a

responsive supply chain,we maximize value fromsuppliers to customers

We are exemplarythrough our commitmentto business ethics,Safety, Health,

Environmentalist and


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involvement in the

community.Current Market Situation

Market Description


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Product Review


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A comparison of cost price with sale price of Products in productline.

Surf Excel

Quantity Cost Price in Rupees Sale Price in Rupees

25 grams 4.7 5

50 grams 9.5 10

115 grams 19 20

500 grams 110.50 115

1000 grams 199.50 210

2000 grams 385 405

Unilever Products B.C.GMatrix

Star

Ponds skin cream

Question mark

Cash cow

Surf Excel

Sun silk Shampoo

Dog

Lifebuoy Shampoo


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Surf Excel:Surf Excel is a productof Unilever which is at

growth stage as it haslarge market.

In Market Surf Excel 50grams has huge market

share with respect toother Sashes.

While demand of 500

grams is very low.50grams is facilitating theclass B and Lower B.


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And 500 grams are

facilitating the Class Aand Class B+.A Review of Competition

Ariel

History

When we talk about P& G then questionarises what stands for


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it, basically it stands

for Proctor &Gamble. Basically itcame into existence in1837 in queen city of

west.William Procterquickly established

himself as a candlemaker. James Gambleapprenticed himself toa soap maker. Soon

they started to workcombine in 1837, abold new enterprise


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was born: Procter &

Gamble.On April 12,1837, William Procterand James Gamblestart making and

selling their soap andcandles. On August22, they formalize theirbusiness relationship

by pledging $3,596.47apiece. The formalpartnership agreementis signed on October31, 1837.


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They are also in the

process to facilitate onthe base of providingwashing powder.

Need

Use for the purpose towash the cloths

Customer Benefit

Ariel is associating thebrand with customer onthe bases to give them

superior quality andmakes the ground forcustomer to provide a


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theme which cause to

have happiness.TARGET MARKET OFARIEL

Ariel has adopted thestrategy of marketaggregation. ARIELtarget market includes

Middle Class, UpperMiddle Class and UpperClasses of thepopulation of Pakistan.

The Ladies of Pakistan


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who are very conscious

about their family.MARKETINGPOSITIONING

Ariel is considered to bea trusted and premiumbrand of Pakistan.Procter and Gamble is

positioning their productin the best of theircustomer satisfaction.As charging money they

are positioning theirproduct as best use as


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well as providing quality

in response.They are focusing on thequality and they are alsoin a motive to facilitate

the customer asproviding a whole rangewhich they can.

Price Comparison with differentPlayers


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Brand Name Quantity Price in rupees

Surf Excel 1000 grams 210

Ariel 1000 grams 210

Brite 1000 grams 170

Express Power 1000 grams 125

Bonus 1000 grams 60

A Review of Distribution


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Distributors

Distributors are theinstitution through which

availability of productsis possible. Unileversdistributors have a verygood relationship withthem. and the importantthing is that they mustintegrated into total

marketing mix becauseof time and money


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required to setup an

efficient channel.Unilever has Sixdistributors in Lahore whichare as follow.

Allied Marketingat Gulberg II

Shahzad BrothersEnterprises at MurgiHana

Sigma atKotlakhpat


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Munner & Phips

at Sham Nagar Munner & Phipsat Ravi Road

Munner & Phipsat Johar Town

DISTRIBUTION STRATEGIES

Unilever uses the following multiple channel of distribution.

Wholesaler

Distributor

Retailer

Consumer

Company

Consumer

Retailer


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Distributor

Company

Unilever uses a lot ofdistributors and retailersto supply its products ineach market where the

final customer mightreasonably look for it.


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While appointing a

distributor for aparticular area,management uses itsown judgment to select

such a person that has apotential to operateeffectively.At presentSituation for Surf Excel

they are focusing byintensive manners andfor new products likeSurf Excel Matic they arefocusing the distibution


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channal by Exclusive

manners.Effect of Distribution on sales trend

Designing of channel forSurf Excel

Unilever has adopted themethod of intensivedistribution for Surf

Excel because the targetmarket of this product issegmented for washing


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cloths using any

method.The customer want topurchase this productfrom nearest shop as

this is convenienceproduct.

Market Potential

Detergent Marketis growing by 16%

intensively.


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At presentConsumer preferdetergent on thebase of quality.

Pakistani Peoplesare moving fromrural areas to urbanareas as life style is

changing.Advertising ispromoting thedetergents bycomparing thefunctionality of


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different detergents

and laundry Soaps. Increaseawareness of usagebenefit of detergent.

]

SWOT Analysis


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Strengths

Enjoyingeconomies of scale

Good will in themarket

Strong financialposition

Surf has becomethe generic name indetergents

Have Strongdistribution channelin Pakistan


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Abundantfinancial resourcesWell-known brandname

Well brand imageCommittedemployees

Weakness

Huge inventorystocks of rawmaterial


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Weak spendingon R & D Internal operatingproblems

Opportunities

Rapid marketgrowth

Changingcustomers needs &wants as life stylechange


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To create relationwith society on thesocial marketingbasis

Pakistan peoplesmoves from soap todetergent

Threats

There is verytough competition in

detergents markets


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Low profitmarginsSmuggled brandsof CHINA

New competitionin the market Increases in taxes Increases inprices due to fuelprices


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Objectives

The objectives of theSurf Excel is

To meet the everydayneeds of people

everywhere toanticipate theaspirations of

consumers andcustomers and torespond creatively andcompetitively with

branded products andservices, which raise thequality of life.


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Total commitment to

exceptional standards ofperformance andproductivity, to workingtogether effectively and

to a willingness toembrace new ideas andlearn continuously.

To maintain higheststandards of corporatebehavior towardsemployees, consumers

and the societies andworld to acquiresuccess.


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The major points are as

fallows.Sales growthRevenueMarketpositioning

Enhance MarketsharesCustomersatisfaction

Goodwill &reputation

Issues


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creating unique

values, that othersare not giving withcore product.

Sales growth ispossible whenproduct remain atfixed price for a

specific time periodand this depend oncheapest rawmaterial handling

and its transporting.


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Marketing Strategies

TARGET MARKET OFSURF EXCEL

Surf Excel has adoptedthe strategy of marketaggregation. It is aproduct by Unilever.

SURF EXCEL targetmarket includes MiddleClass, Upper Middle


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Class and Upper Classes

of the population ofPakistan.

Surf Excel target theSOCIAL ECONOMIC

CLASS OF A, B+ AND B

Surf Excel has the hugeshare from major cities.

MARKETING POSITIONING:

Surf Excel is considered

to be a trusted andpremium brand becauseof its unique


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association. Unilever is

positioning their productin the best of theircustomer satisfactionwhich also differentiate

from their competitors.They are creatingenvironment for peopleto have a life easy

chance.

As regarding the imagethere is message for the

peoples to avoid on theoccasions to restrictwhen kids are in


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situation of doing

something extraordinary.

They are alsopositioning as

considering the fact ofStrongs competition .Sothey are also focusing

different type offacilities.

MARKETING mIX


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Surf Excel is at present

situation available in twovarities

Surf Excel

Surf Excel MaticQuality

Surf Excel quality is verypopular among thepeoples as Dominatingthe washing powdersmarkets in Pakistan forfour decades; Surf has


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continued to change

according to consumerneeds. since the brandhas undergonenumerous product

quality improvements tooffer best cleaningresults.

Brand Name

Surf Excel is not only theproduct for washing thecloths but also it has


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created the The relation

ship with customers asmaking grounds topromote their kids.

Surf Excel is the brand

that is targeting thepeoples throughbelieves and values.

There fore they definethere product on thebasis of some relatingactivities.

As regarding the imagethere is message for the


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peoples to avoid on the

occasions to restrictwhen kids are insituation of doingsomething extra

ordinary.Parents shouldencourage them.

Size


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Surf Excel is available in

different quantitieswhich are as follows

25g, 50sg,115g, 500g,1kg and 2kg.

Price

Here the firms have toconsider many factors

for determining theprice.

Selecting the price objective


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Analyzing competitors costs,

Prices and offers.

Selecting a pricing method.

Price is simply the cost plus profit of the firm. There are many competitorsin the market. So the firms have to consider about the competitive pricewhile selecting new price and schemes.

Basic Method of Setting Prices

Unilever is using thefollowing methodsfor price setting.Price to Distributors

The companyprovides

products to thedistributors forthe prices


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in this way

prices to becharged bydistributors toretailers are

fixed.Prices Charged by Retailers to Ultimate Consumers

Companyinfluences

prices chargedby retailers. Soretailers are

bound to chargefix price to


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ultimate

consumerHow to set the price of the product

Prices are set by takinginto consideration into

the prices of thecompetitors.

As there products

are highly quality .sousually they chargehigh prices. Suchlike Unilever set low

price for WheelWashing Powder inpast. And they are


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charging price of

surf Excel on thebase of its quality.

Prices are set bytaking into

consideration

What Customerbelieve for high

price & high quality. There price arehigh. because they

believes in zerodefects.


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They charge

different prices toregistered andunregisteredretailers.

Prices are set bytaking intoconsideration the

size, type ofproduct.LIst prices of surf excel

Surf ExcelQuantity Price in rupees

25 grams 5

50 grams 10

115 grams 20


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500 grams 115

1 000 grams 210

2000 grams 405

discounts

A quantity discount isprice reduction to thosewho buy large volumes.


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This is given to increase

company sales. So thatfirm can have morerevenues. HoweverUnilever is

allowing 1% discount todistributors & wholesellers on purchase ofSurf Excel of

worth Rs 600.discounts on payment period

It is a price reduction to

buyers who pay theirbills promptly. A typicalexample is 2 /10 net 30.


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Which means payment is

due within 30 days andbuyer can deduct 2 % bypaying the bill within 10days. But Unilever is not

offering such discount.They are dealing on cashbasis.Functional discounts

These are also calledtrade discount which isoffered by this particular

firm. It will be given tothose who performcertain function Such as


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storing, selling book

keeping. Surf Excel hasown agent or Bookkeepers. Helium VRCB iscompany which is

performing such actionsas referring by UnileverCredit terms

Unilever is not operatingon the basis of creditterms. The purchaserhas to pay the amount

within one day.But listed parties suchas Abdul Hameed store,


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AlGhosia store and Rana

store are beingfacilitating on 7 dayscredit.

Place

Registered office

Avari plaza,

Fatima Jinnah Road,


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Karachi.Rahim Yar Khan Factory

Unilever Pakistanlimited

Laghari road

Rahim yar khan

Channels

Unilever is focusing onthe indirect marketingchannels where they sellsurf excel through

retailers.Consumer

Retailer

Distributor


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Company

Locations

As on the basis of SurfExcel Unilever is

focusing on all areasthrough which it ispossible to coverdifferent classes needs.

Thats why Unileverproducts are available at


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general stores as well as

departmental stores, eg:Akbari store, Al Fatah &Decent departmentalstore.

Coverage

Unilever aims to create along term relationship

with customers so theybelief that this objectivewill be only fulfill, if theyhave system to handled

the markets needs as toreach the product on all


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areas where its target

market exist.Shelf Spacing

Surf Excel is being

position in differentdepartmental store onthe base of taking the aspecific area among

other brands.For this purposeUnilever is paying 2million rupees to Alfatahstore as acquiring 40 %area in the detergents.


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Assortments

This term refer thesituation where productsare to be maintain on thebasis of grading,

However Unileverproduct (Surf Excel) isreliable.

InventoryAs Unilever mostlyproducts areconvenience product. Sothey have to maintaintheir position strong as


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contains the inventories

in hugeamounts. Through whichit will be possible tofacilitate the market on

times as placing it afterevery two days.


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Promotion

Promotion consist of adiverse collection ofincentive tools, mostlyshort term, designed tostimulate quicker and


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greater purchase of

particularproduct/services byconsumer as the trade.

Unilever Pakistan

Limited places theirproducts in local as wellas in foreign market.

They export directly andindirectly. Unileverpromote their productsthrough media, and

other trade incentives todistributors andwholesalers.


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PROMOTION CAMPAIGN

INAM HI INAM DOSTI KAY NAM

From November 2 , 2008 To January 31 , 2009

Promotional activities provides chance to company to communicate withthe potential parties to Beat the drum about it products.

In this scheme company gives the points to whole sellers on thepurchasing of Rupees 200. Schdule is as follows.

Brand SKUs Purchasing Points

Surf Excel 25 200 10






The company sets up the store displays and sales officers make surethat items displayed are properly arranged so that they can lookattractive on eye contact level. There fore Surf Excel is being shown

on the hangers of the stores as in return of charges for it.Promotion methods

Advertising.


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Newspaper:

Jang and Naway Waqt isbeing used foradvertisement in frontpage.

Television:

All nationwide channelsare being used to run the

campaign of Surf Excel.

Unilever has to pay thehuge amount for it as

advertise throughdifferent channels, eg:ATV & PTV.


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ATV

Advertising Tariff

With Effect From 01 July, 2007Time SlotRates per Minute

07:00am - 03:59pm25,000+GST

04:00pm - 05:59pm50,000+GST

06:00pm - 06:59pm75,000+GST

07:00 pm - 09:59 pm 100,000+GST

10:00pm -11:59 pm50,000+GST

12:00am - 06:59 pm15,000+GST

Radio:

FM 100, FM 103 and FM106.2 is now a daysbeing used.

Road display:


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Bill Boards such like at

Chuburji chowk is beingused where a kid isshowing thefunctionality & Purpose

of Surf Excel.

Sales promotion

Incentives:Last year Surf Excel wassell as giving 1kg mangoon the base ofpurchasing of 1kg Surf


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Excel at selected areas

such as Gulberg.Samples:

Surf Excel is well known

brand therefore there isno need to promote it bysamples.Personal selling

Order takers:Company hasemployees who perform

the activity of ordertaking from differentareas to facilitate the


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retailers. There usually one day company perform theactivity of order taking and very next day they deliver the Surf Excel to thedestination.

Stalls:

Company arranges theirstalls in the exhibition at

which the products aredisplayed.

Public relations

Through Events:

Surf Excel is creating the

relation ship withpeoples as associatingas considering the kids


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importantly because

they know that whenthey will capture thefeelings of the kids theyhave the strong grounds

as this segment is morefavorable.

Surf Excel game masti is

a chain of publicrelations which heldover year. Last year itwas hold at Race Course

Park.


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Now a days there are

focusing on making newplaygrounds asdemanding 1Re on 1 kgpacket.

Competitive strategy

Competitive strategy


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In competitive strategy

there are some sort ofpressure on you,which have, you mustthe capability to face it

like they arePressure of Buyers:

When there is a lot of

sellers lying in themarket then buyer haspower to influence.

Pressure of Suppliers:


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One supplier for a

company can exploitthe company. Therefore Surf Excel has 3Suppliers for the

purpose to bargainwith them effectively.

Threats of Substitutes:

In the detergent marketpeople have choices asthey can take Surf Exceland Ariel alternatively.

Threats of new entrance:


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New coming brands of

China and othersmuggled brands arehuge threat for SurfExcel.

As concern ofcompetitive strategythe organizations

really should focus onfollowing of threestrategies

Differential strategy when we see

towards the Unileverthey have really


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provide the good

quality products to theconsumers likepacking and beautifulappearance with

beautiful colors andimages as wellas Unilever focusingon best quality of Surf

Excel as charging thepremium on it.

Cost leadership strategy as concern

of matter with theUnilever they havereally adopted such


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techniques, which

shows that they havereally focused on thecost minimizationthrough adopting

different techniques &new moderntechnologies.Focus strategy as concern of matter with the Unilever. It isa multinational company so they focus the market segments

and put totally their intentions to major segments.

Market Research on Surf Excel

Introduction:

We are conducting a

research survey on SurfExcel to study itsgrowth.


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We need to identify what

variables are affectingthe sales of Surf Excel.

We really appreciateyour value able time and

expended cooperationfilling in the informationbecause you are the one

who can give us toidentify the variables.

We hereby confirm andassure you that your

information been givenin this survey form


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would be kept strictly

confidential and wouldnot be shared with anyone other researchmembers.

Instruction

Thisquestionnaire is

about your personalexperience soplease read carefullywhile attempting it.

Q1. Which washing powder you use for washing cloths?

Surf Excel Ariel Brite Bonus Others


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Q2. Surf Excel is better than any other detergent or

Washing soap?

Strongly

AgreeAgree

Some What

AgreeDisagree

Strongly

Disagree

Q3. Is Surf Excel Matic is a good product for

washing the cloths in the washing machines?

Strongly

AgreeAgree

Some What

AgreeDisagree

Strongly

Disagree

Q4. The result of Washing cloths from Surf Excel is

different from other detergents?

Strongly

AgreeAgree

Some What

AgreeDisagree

Strongly

Disagree


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Q5. There is difference between Surf Excel and Surf Excel

Matic?

Strongly

AgreeAgree

Some What

AgreeDisagree

Strongly

Disagree

Q6. Choose number for ranking detergents.(1st, 2nd ,3rd, 4th )

Surf Excel Bonus Brite Ariel

Q7. Surf Excel Matic should be available in small size packets?

Yes No

Q8. Surf Excel has develop confidence in kids as promoting

them?

Strongly Disagree Disagree Some What Agree Agree

Strongly Agree

Q9. Surf Excel Matic should be available at general stores?

Yes No

Q10. Surf Excel Matic is in market after awareness about it


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Which washing powder you use

for washing cloths?

Surf Excel is better than any

other detergent or Washing

soap?

Is Surf Excel Matic is a good

product for washing the cloths

in the washing machines?

Surf Excel Matic is in market

after awareness about it

purpose and function?

Budget


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Per kg revenue is 230 and

variable cost is 150

While consumption will be 96000

tons.

There fore break even will be =

(96000/230-150)*1000

Controls

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


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this purpose Unilever concern with

marketing research firmAftaab 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.

There fore company has finished

the production of Wheel Washing

Powder in past.

It also works for the welfare andinterest of Pakistan in the

following terms:


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