Acknowledgements: "The Hardest Steel Goes Through The Hottest Furnace."

Managing a Brand “Surf Excel”
Acknowledgements
“The hardest steel goes through the hottest furnace.”
With great thanks to Almighty Allah; the project has been completed successfully.
We are thankful to Ms. Javeria that she guided us and encouraged us to conduct the
following project and we are in great debt to the different organizations, web
businesses, which facilitated us with the required data. Thank you all.
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Dedication
We dedicate the following project to our Parents, and our group members; without
their great efforts we had never been able to complete it successfully.
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Abstract
The project is about the Unilever’s strongest brand in home care category of the
products, i-e Surf Excel. The project discusses the brand, its reasons of popularity,
its assessment, its equity, its credibility and feelings, its performance and resonance,
its marketing strategies, its marketing mixes, competitive edges and issues. The main
objective of the project is to provide an insight of the performance of the brand in
building; the company’s image, brand’s own image, consumer’s attitude towards the
following brand and reasons of success in bringing larger profit shares for the
company.
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Section-1 (Over view of Brand And Company)
1.1. Introduction
nilever started touching the lives in 1930, with the amalgamation of the
operations of British soapmaker Lever Brothers and Dutch margarine
producer Margarine Uni, continuing with the same fashion it touches over
160 million lives in more than 150 countries, with more than 400 brands.Unilever is a
British-Dutch multinational corporation that owns many of the world's consumer
brands in personal care, home care, Food brands, Nutrition, and Health, hygiene &
beauty product categories, Unilever is unique because no other company touches so
many people's lives in so many different ways.
Unilever employed 174,000 people and had world wide revenue of €40.5 billion in
2008. Unilever's main competitors include Procter & Gamble, Nestlé, S.C. Johnson &
Son, and Reckitt Benckiser. The company focuses on what are called the "billion-
dollar brands", 13 brands which each achieve annual sales in excess of €1 billion.
Unilever's top 25 brands account for more than 70% of sales. The brands fall almost
entirely into two categories: Food and Beverages, and Home and Personal Care
The Home care product category has been taken as the element of the study, in which
the following project subjects to the washing detergent namely, the “Surf Excel”.
Surf Excel is the oldest detergent brand to be present in Pakistan since 1960. Unilever
believes that dirt is a valuable way to enrich the lives, both young and old. To ensure
that everyone, anywhere in the country, can share in this initiative, Unilever is
investing heavily in developing a range that suits the pockets of all income groups,
that not only offer the top-clean advantages of Surf Excel, but also reduce the time,
physical effort and amount of water needed to wash clothes by hand. With continuous
technological innovations, the brand has always managed to fight off competition.
Surf Excel has gained a reputation to be the best detergent brand in the market.
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1.2. History of “Surf Excel”

Surf Excel was introduced into the Pakistan in 1960, It was the first detergent powder
into the country, and was introduced under the name “surf”. Dominating the washing
powders markets in Pakistan for four decades; Surf continued to change according to
consumer needs. Being a pioneer, Surf had to work hard to gain acceptance in the
early days. To educate housewives about its use, house to house demonstration were
organized in Lahore and Karachi. Free sample and coupons were also distributed to
educate consumer. There has been no looking back since the brand has undergone
numerous product quality improvements to offer best cleaning results. Over the years,
there has been a shift from cartons to polythien bags and emergence of low unit price
packs.
In 1990, the brand had to face the intense competition by arrival of the Ariel, Bonus,
Wheel and other detergents. But in this era Unilever strived to improve the image of
the brand by bringing innovation and making competitive promotional campaigns. In
1990’s, Surf was re-introduced with a changed brand name and improved quality, i-e
“Surf Excel”; it was positioned as “complete cleaning and care” by merging two
dying brands of Unilever i-e Super Active Surf and Ultra Surf in 1995. It had superior
formulation and a more distinct packaging than any other competitor in the market.
But actual re-lauch took place in 1996 , when Surf Excel was positioned as to remove
a wide variety of stains, the brand communicated it through the tag line “ jesa bhe
daag ho, Surf Excel hay na”, the campaign was a great success and the taglines
became the part of consumer vernacular.
In late 2003, Surf Excel was aligned to the global “Simple Laundry” platform. The
task was to emphasize that Surf Excel removes tough stains with less effort and less
time, and less water, it was a low foam formula meaning less scrubbing and rinsing.
To strengthen brand equity of “Surf Excel”, the base variant “Surf” was re-launched
as “Surf Excel Blue”; a color variant that would remove stains but not fade the color.
From 2005-2006, there was an intense competition faced by “Surf Excel”, every
detergent in the market was striving to increase the market share, at that time Surf
Excel broke the clutter by adopting stains i-e philosophy of “Dirt is good”. The
campaign was based on the new concept of modern parenting i-e Surf Excel
communicated by its commercials that if a child learns something and gets stained in
the process, then those stains are good because the child learn through this. Surf
Excel encouraged the mothers to get their kids dirty as a part of learning, to grow
their children as “successful adults”.
After 2006, the brand introduced a detergent bar to Indian and Pakistani market, and
Rin-supreme bar was replaces with Surf Excel bar, followed by a campaign “A god
News, and a Bad News”. This time Surf Excel brought together the stain removing
properties of surf and whitening properties of Rin-Supreme bar. It was a great success
in India but in Pakistan the Surf Excel bar didn’t gained any distinct position and so
was drawn out from the variety range. In 2007 Daag Utshob campaign became a great
success in Pakistan. Now Surf Excel has introduced “Matic Surf Excel”, i-e to be
used in washing machines. Surf Excel has clearly differentiated itself as a premium
brand which offers a range of solutions that deliver top cleaning performance.
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1.3. Brand Mission

Surf Excel is dealing in the detergent industry, its brand mission is a clean Pakistan
with out any worries about stains; because it says “Dirt is good”.
1.4. Brand Vision
“To be a market leader in the detergent industry; and to position itself as the 1st
preference in mind of the consumers of detergents, all over Pakistan.”
1.5. Brand Philosophy

Surf Excel believes that stains are good. This is because when children go out and
play and get dirty, they don't just collect stains. They experience life, make friends,
share with each other and learn from each other. This helps them get stronger and get
ready for the world outside.
Stains make our world better. Stains are good
1.6. Brand Values

 Surf Excel emphasizes on children rights to learn
through getting stained “ A Dirt is good Philosophy”:
“Surf Excel Says”
 Every Child has right to create

 Every child has the right to be a child
 Every child has the right to play
 Every child has the right to explore
 Every child has the right to use their imagination
 Every child has the right to express themselves
 Every child has the right to join in
 Every child has the right to discover their own world
 Every child has the right to be spontaneous
 Every child has the right to experience life for themselves
Because learning and growing is impossible without doing so,

This is why every child has the right to get dirty
 Explore, Learn , Grown and Get creative

 Surf Excel believes in helping other, this is what they communicate
through their different campaigns.
 Promotes Education and Learning
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 Believes in living the life without worries of getting stained
 Social and Environmental benefit
 Surf Excel follows all the values of the Unilever i-e Integrity, Respect,
Team work, and equal growth opportunities
 Believe in “ Get more out of life”
 Children need time, space and freedom. Time to be themselves, Space
to run, Freedom to get dirty.
 It has its learning program for the children for building their skills;
Emotional & social
Problem-solving
Creative
Language & communication
Through using Top 5 Splat-Skills:
 Leaf To Leaf
 Mimes In Nature
 Natural Ruler
 Rock Around
 Treasure Hunt
1.7. Brand Objectives
The objectives of the Surf Excel are:
 To meet the everyday needs of people everywhere, to anticipate the aspirations

of consumers and customers and to respond creatively and competitively with
branded products and services, which raise the quality of life.
 Top Cleaning Without scrubbing and rinsing effort
 Time and Water saving, as with soap many hours are required to get the
clothes clean and lot of water is required, while in Pakistan and India , there is
insufficiency of water, so Surf Excel’s objective is to change the ways of
work done in life, through its light foaming and stronger clean formula.
 Surf Excel’s objective is the availability to every one, ranging from the Surf
Excel blue for those consumers who wash clothes with hands; to those who
use automatic washing machines, without any discrimination in formula of
cleaning clothes
 To be available in different price ranges and packaging sizes to include all
income level people to experience and adopt Surf Excel in their lives to make
the clothes clean easily.
 Total commitment to exceptional standards of performance and productivity,
to working together effectively and to a willingness to embrace new ideas and
learn continuously.
 The major areas of focus are as fallows:
 Sales growth
 Revenue
 Market positioning
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 Enhance Market shares
 Customer satisfaction
 Goodwill & reputation
1.8. Brand Issues

 Criticism at “ Dirt is good campaign”
 For Sales growth Surf Excel need intensive distribution and strong
promotions
 Unilever is facing intense competition from P&G for Surf Excel as on the
base of market share
 Unilever has to maintain its differentiation from other brands as creating
unique values, which others are not giving with core product
 Sales growth is possible when product remains at fixed price for a specific
time period and this depend on cheapest raw material handling and its
transporting
 Unilever’s different reputation related issues may have its impact at the Surf
Excel brand, i-e killing of a young boy in Karachi in a challenged reality show
 Negative view of the lower middle and lower class about the performance of
the brand
1.8.1. Naming Issues (a brief history)
 The Name Surf was not working after 1960s to 1990s, from
1960s to late 1980s, Surf got a larger market share but after this era in early
1990s, Surf began to lose market share. It became a dog for Unilever and it
had to decide whether to go with it or remove it from its product line, but it
was decided that rather than removing it Unilever should re-launch it under the
new name.
 The Product was re-launched (Unilever launched two new
detergents after Surf) with name of “Super Active Surf” and later Ultra Surf,
but both after getting a little market share began to lose the market share and
when both of the brands were dying it was important to remove or re-launch
 Re-launch took place in 1995, when after combining the
two detergents “Super Active Surf” and “Ultra Surf”, the new brand was
launched “Surf Excel”.
 Surf Excel was given this name, because Surf was an old
detergent which once was very popular in the market and Unilever added
“Excel” word to associate the brand with an advanced formula.
 Surf Excel name was suitable for the product because the
product was using an advanced formula to clean the clothes. Also the name is
easy, distinguishable, suggests the product, extendable (like Surf Excel Blue,
Surf Excel Quick Wash etc), easy to memorize due to the word “Surf”,
whenever a consumer thinks of a detergent (surf) then as this word has been
attached to the word “Excel”, so it make the brand recall easy, like consumer
thinks Surf and Excel word comes into the mind.
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1.9. Market Share
LAUNDRY MARKET OF
PAKISTAN
20%
SOAP MARKET
DETERGENT
MARKET
80%
Pakistani market can be divided into two distinct categories, one being the soap
market and other being the detergent market, soap market covers overall 20% market
share, while the detergent market covers 80% overall market share.
Surf Excel’s media spending share was 1.35% (2008-2009), in Pakistan. In high
image brands it is most popular among all detergents and have got 41% market share
in whole high image detergent market. For Unilever, Surf Excel is the cash cow. As it
has got higher market share but low growth rate.
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Section-2 (Brand Elements)
2.1. Brand Name

Surf Excel is sold in over 35 countries with different brand names, some of them are
“Surf”, “OMO”, “Persil”, “Surf Excel”
In Pakistan it was first introduced with name “Surf”, later when the advance formula
was adopted; due to intense competition in the market and threat of losing market
share, the name was changed as “Surf Excel”, now with new variety in brand, every
new addition is named separately along with “Surf Excel “e-g Surf Excel Blue, Surf
Excel Top Matic, Surf Excel Gentle Wash, Surf Excel Quick Wash, Surf Excel
Front Matic, and Surf Excel bar.
2.2. Brand Logo:

Surf Excel’s logo has been designed in a very attractive way; the color scheme is
pink, orange and blue. A flower type pattern symbolizes the liquid stain and brand
name has been written at that stain which shows that the stain can be removed with
the following brand. Orange and blue colors have been used to make judgments
related to the brightness after using the brand and also the Surf Excel granules colors
are white, orange and blue.
2.3. Packaging
Over the years, there has been a shift from cartons to polythien bags and emergence of
low unit price packs. Previously Surf Excel used to come in container boxes, and
now low priced packaging has been introduced which is easy to carry and handle.
Packaging has been made in the same fashion as the logo, dominating in orange and
blue color.
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The packaging has been made in Orange and Blue colors, here Blue and orange color
shows that it cleans the stains from white and colored clothes, but also orange is the
color which communicates fun, and as the packaging is attractive so most of the
children get attracted to it and they pester their moms to buy it.
2.4. Brand Slogans
Over the years and with the time to time innovations in the brand, Surf Excel has
changed its slogan, previously it was,
 “Complete cleaning and care” then it was changed after some time
 “Jesa bhe daag ho, Surf Excel hay na”
 “Surf Excel hay na”
 “Kiyon kay daagh tou achay hotay hain” i-e “Dirt is good”,
 “Dagh tou chala jai ga ye waqt pir nae ai ga”
 After the advent of Surf Excel Matic, the slogan has been changed to “Jab
Surf Excel hay tou kam wali ki kia zaroorat”
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Section-3 (Brand Marketing Mix)
3.1. Product
Some elements involved in the product are Variety, Quality, Size, Features Brand
Name, Packaging and Services.
3.1.1.Variety
Surf Excel is available into different variety range; Surf Excel Blue, Surf Excel Top
Matic, Surf Excel Gentle Wash, Surf Excel Quick Wash, Surf Excel Front Matic,
and Surf Excel bar.
In Pakistan it is available in Surf Excel tropical, Surf Excel blue, Surf Excel
automatic and Surf Excel advance and Surf Excel Matic
3.1.2. Quality
Surf Excel is very popular among the people for its high quality cleaning power for
the every type of stain. Like previously the company emphasized on this main
characteristic in the brand slogan i-e “ Jesay bhe houn daagh, Surf Excel hay na”.
3.1.3. Size
Surf Excel is available in different packaging sizes which are as follows:
25g, 50g, 115sg, 500g, 1kg and 2kg.
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3.2. Price
Companies have to consider many factors for determining the price.
 Selecting the price objective

 Analyzing competitors costs,
 Prices and offers.
 Selecting a pricing method.
3.2.1　 Basic Method of Setting Prices
Unilever is using the following methods for price setting.
 Price to Distributors
The company provides products to the distributors for the prices decided keeping in
view the cost, the target revenue and competitors prices. All distributors are being
equally treated.
 Prices Charged by Distributors to Retailers
Unilever gives margin of certain percentage to distributors so in this way prices to be

charged by distributors to retailers are fixed.
 Prices Charged by Retailers to Ultimate Consumers
Company influences prices charged by retailers. So retailers are bound to charge fix
price to ultimate consumer
3.2.2. List Prices Of Surf Excel
Quantity Price 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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3.2.3. Discounts
Unilever is allowing 1% discount to distributors & whole sellers on purchase of Surf

Excel of worth Rs 600.
 Discounts On Payment Period
It is a price reduction to buyers who pay their bills promptly. A typical example is 2 /
10 net 30. Which means payment is due within 30 days and buyer can deduct 2 % by
paying the bill within 10 days. But Unilever is not offering such discount. They are
dealing on cash basis.
 Functional discounts
These are also called trade discount which is offered by this particular firm. It will be
given to those who perform certain function Such as storing, selling book keeping.
Surf Excel has own agent or Book keepers.
 Credit terms
Unilever is not operating on the basis of credit terms. The purchaser has to pay the
amount within one day. But listed parties such as Abdul Hameed store, AlGhosia
store and Rana stores in Lahore are being facilitating on 7 days credit. 　
3.3. Place
Surf Excel is available widely in all big cities, town and districts in Pakistan. But
mostly the events and fuctions are arranged in big cities of Pakistan like Lahore,
Karachi, Islamabad, Faisalabad, Gujranwala and Peshawer.
 Channels
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Unilever is focusing on the indirect marketing channels where they sell Surf Excel
through retailers.
 Consumer Consumer
 Retailer
 WholeSellers Retailer
 Distributor
Whole Seller
 Company
Distributor
Unilever
 Locations
As on the basis of Surf Excel Unilever is focusing on all areas through which it is
possible to cover different classes needs. That’s why Unilever products are available
at general stores as well as departmental stores.
3.4. Promotion
Unilever Pakistan Limited places their products in local as well as in foreign market.
They export directly and indirectly. Unilever promote their products through media,
and other trade incentives to distributors and wholesalers. Advertising expenditure of
the Surf Excel has been increasing day by day. The product is communicated theough
various ways, like using print media particularity Newspapers, Electronic media
particularily TV channels, web, Electromegnatic media i-e Radio etc. Beside this
company promotes the brand by offering free samples, discount offers in special
events, arranges events and fuctions, public relations, stalls, games and reality shows
and personal selling.
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Section-4 (Advertising & Marketing Strategy, Competitive

Strategy)
4.1. Marketing Strategy
4.1.1. Market Segmentation

The marketing segmentation has been done on the following basis:
4.1.1.1. Geographic Segmentation
Country Pakistan
Density Urban, Sub-urban, Rural
Population Over 160 million
Climate All weather
4.1.1.2. Demographic Segmentation (based at actual users)
Age 18 and above

Sex Female
Family size Nuclear family size
Family income A & B class
4.1.1.3. Psychographic Segmentation
Social class Upper and Middle class
Opinions They are aware that they have to

look good and socially conscious
Personality Friendly
Lifestyle Strivers and Achievers
4.1.1.4. Behavioral Segmentation
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Purchase Occasion All occasion

Benefit sought Cleanliness and brightness
User status Regular user, Non user, Potential user
Usage rate Heavy user
Loyalty status Considers as a friend, Satisfied buyers
with switching costs
Readiness stage Aware, Interested and Intending to buy
Attitude towards product Positive
4.1.2. Target Market

It has been targeted to House wives , mothers and according to the social norms the
user of the detergent is women who washes the clothes, but who ever washes the
clothes we can say he/she is the user of the product. Surf Excel has adopted the
strategy of market aggregation. Its target market includes Middle Class, Upper Middle
Class and Upper Classes of the population of Pakistan. Surf Excel target the social
economic class of A, B+ and B.
Bases on variety
 Surf Excel topical has been targeted to the segment which are more conscious
about fragrance
 Surf Excel blue targeted those who care about their fabrics
 Surf Excel automatic has low leather formula use in only washing machines
 Surf Excel advance has been targeted the high class
 Surf Excel quick wash has been targeted to the people in hilly areas
Although mainly the brand’s target market is women but has been communicated to
the kids
4.1.3. Positioning of the brand
Positioning of Surf Excel is due to:
 Brand name
 High quality
 Attractive packing
 Removes stains 10/10
 Dirt is good (every child has the right to play and discover his own world)
With the following taglines Surf Excel has been positioning itself; “Complete
cleaning and care”, “jesa bhe daag ho, Surf Excel hay na”, “Surf Excel hay na”,
“kiyon kay daagh tou achay hotay hain” , “Jab Surf Excel hay tou kam wali ki kia
zaroorat”.
Surf Excel is considered to be a trusted and premium brand because of its unique
association. Unilever is positioning their product in the best of their customer
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satisfaction which also differentiate from their competitors. They are creating
environment for people to have a life easy chance.
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4.1.3.1. Communicated, directed and positioned towards the kids
Rather than targeting the actual users of the product, Surf Excel has been targeted to
the kids, following the clues we can say that Surf Excel has been communicated to
the kids rather than its actual users.
 Through TV advertisements, print advertisements and public relations: We

can see that how Surf Excel has been targeted to kids and how it has
positioned itself in mind of the kids, when ever they play and their moms ask
them to take care of the clothes they say “Don’t worry about stains Surf Excel
Hay Na!”, so Surf Excel is putting and creating a strong image in minds of the
children that forget strains and do what ever you want.
 Building strong image through bill boards and banners about

“Dirt is good”: It is telling the kids that “Dirt is good”, specially
to school going goods. Now children know that they can play
freely with out being worried about the clothes and so they know
that Surf Excel will remove all stains this is why it can often be
found the children saying “Daagh tou achay hotay hain”. It might
sound strange for a leading laundry brand like Surf Excel to say
that Dirt is good, but healthy activities involving dirt are
essential to development. It's how kids learn express their creativity and it
bolsters their immune systems.
 By Building birth to cradle brand loyalty: Through TV advertisements we

can see that even children under age of 5 have also been shown playing and
doing the different things so it is another strategy of Surf Excel to build cradle
to grave brand loyalty. Because children would get associated with the brand
as when they would grow up and they would remember that they have been
using this brand since childhood, so they would be loyal to the brand and
would use the same product and would tell the next generation about it.
 Future Consumer’s targeting through price: Surf Excel is targeting the

kids through price and through other strong campaigns; even kids
themselves tell their mother that Surf Excel is not that much costly so she
can buy it and use to remove strains. As in the following ad cost and benefit
analysis has been shown, stains have been shown at 10 different places at
dress of the kid and on the other side they have written” 10/10 dhulae sirf 20
rupee may aye” With kid they have written “daagh achay hotay hain” and on
the side relevant to the mother they have written “Daagh hataye”. There are
also some discounts available as the pack gets larger.
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 Positioning Through Values Communication: Surf
Excel, leading the market is also working with strongest
marketing campaign i-e the societal marketing concept. In
different printed ads and TV and online advertisements we
can see the societal marketing concept for the children. They
say it is the right of every child to study and so Surf Excel is
providing and offering the scholarship programs to the
deserving children in the country. It is another way of value
communication and positioning the product in mind of the consumers.
Because this is the way of touching the lives through using emotional appeals,
like when “Moms”, buy the detergent they may recall faces of their children
and in respect to that they may recall the faces of those poor children who are
unable to get education, so they may buy the Surf Excel for the kindness they
feel for those children.
 Through Events: Surf Excel is creating the relation ship with people;
specially it is making strong associations with the kids
because it know that when they will capture the feelings of
the kids they will have the strong grounds as this segment
is more favorable ( the future consumers). Surf Excel game
masti is a chain of public relations which held over year.
Two years ago it was held at Race Course Park, Karachi. All events are
arranged for the children, some time there is a bike race and some times
paintings events, some times it’s a game show and some times there is
competition among the children to make different things like cards on mother
day, etc. Now a day they are focusing on making new playgrounds as
demanding 1Re on 1 kg packet. Surf Excel is the brand that is targeting the
people through believes and values. Therefore they define there product on the
basis of some relating activities. As regarding the image there is message for
the peoples to avoid on the occasions to restrict “when kids are in situation of
doing something extra ordinary”, Parents should encourage them.
 Interactive TV Commercials: There is TV

commercial in which a child has been shown, he again
and again fill the bucket with water and take this bucket
to the mom of his friend helping her to wash the clothes ,
as she needs more and more water and she is using some
other detergent, the child comes back to her mom very
tired upon asking he tells the whole story to her mom and
she smiles and gives the pack of Surf Excel to her kid to give it to his friend’s
mother and tell him ,” Ali ki mama ko pani ki nahe , Surf Excel ki zarorat
hay”. So we can guess here too, user is mom but product has been
communicated through kids based on the benefit of less foaming formula and
less water required. So another differentiation strategy has been used that is, if
you use Surf Excel then less effort and less water would be required.
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 Through Colorful Packaging: The packaging has been made in Orange and
Blue colors, here Blue and orange color shows that it cleans the stains from
white and colored clothes, but also orange is the color
which communicates fun, and as the packaging is attractive
so most of the children get attracted to it and they pester
their moms to buy it.
 Through Public Relations and Games: Explore, learn ,

get creative: In 2007, Surf Excel carried out the ‘Daag Utshob’ activation to
engage mothers and their children with Surf Excel’s brand promise. Daag
Uthshob was executed where Surf Excel gave children a chance to go out and
confidently play without the fear of getting dirty. The activation also built
awareness among mothers regarding the value of outdoor activities that result
in getting dirty and yet help grow more well-rounded kids. The Utshob created
a phenomenal hullabaloo among the kids. More so because it was not
only about the most "fun" and "creativity inspiring" activites but also a giant
picnic with hundreds of friends from all over town! Plus no matter how messy
the clothes ended up on the excited participants, the only shouts from the
parents were those of encouragement and cheering! 1500 children participated
in the various outdoor games in ‘Daag Uthshob’ held on the premises of the
Residential Model School and learnt that ‘Dirt is good’ indeed!
 Art from the Heart: Art from the Heart speaks to

children all over Pakistan and enforces the message of
doing well for others. Surf Excel communicates that it has
always believed in experiential learning and one aspect of
learning is the selfless help for others. And in the process if
your clothes get dirty, then Dirt is good. For the purpose to
continue targeting the kids, Art from the heart campaign
has been started and kids from all over the country are participating in it and
are becoming the part of Surf Excel family STRIVERS.
4.1.4. Advertising Strategy

 Media Strategy
Unilever Pakistan Limited use radio, TV and Billboards and newspapers for
advertising purposes.
 Newspaper: Jang and Naway Waqt is being used for advertisement in

front page.
 Television: All nationwide channels are being used to run the campaign of
Surf Excel. Some of the channels are
 Geo
 PTV
 ATV
 HUM TV
 Cartoon Network
 Radio: FM 100, FM 103 and FM 106.2 is now a days being used.
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 Road Displays: Bill Boards are used specially at busiest roads or usually
near the signal stop.
 Public Relations: Through Events, Surf Excel is creating the relation
ship with people. Like there was a Surf Excel game masti cncert that was
at Race Course Park, Karachi
4.1.5. Competitive Strategy
In competitive strategy there are some sort of pressure on Surf Excel;
 Pressure of Buyers: As there are lot of sellers in the market so buyer has no
power to influence.
 Pressure of Suppliers: If a company has only onne supplier then the company
can be exploited. But Surf Excel has 3 Suppliers so, it can easily bargain with
them effectively, And So it can’t be exploited.
 Threats of Substitutes: In the detergent market people have choices as they
can take Surf Excel and Ariel alternatively.
 Threats of new entrance: New coming brands of China and other smuggled
brands are huge threat for Surf Excel.
Although Surf Excel has follows the differentiation strategy. It Differents the brand
on basis on Premium quality, Strong image, Strong Associations, Attractive
packaging and affordable prices.
Page | 22
Section-5 (SWOT Analysis)

5.1. 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 and Highly skilled employees
 Strong brand portfolio
5.2. Weakness
 Huge inventory stocks of raw material
 Weak spending on “R & D”
 internal operating problems
 Huge Spending on entertainment programs instead of new
product
5.3. 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
5.4. 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
　　
Page | 23
Section-6 (A Review of the Competition & Distribution)
6.1. Competitors:
 Ariel Enzymax (P&G),
 Brite Total (Colgate Palmolive)
 Bonus Tristar
 Express Power
 Tide Super plus
 Wheel lemon power
 Washing soaps and bars
6.2. Ariel
Ariel is in the process to facilitate the consumer by providing a quality washing
powder.
 Need: Use for the purpose to wash the cloths

 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 of Ariel: Ariel has adopted the strategy of market
aggregation. 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.
 Marketing Positioning: Ariel is considered to be a trusted and premium
brand of Pakistan. Procter and Gamble is positioning their product in the best
of their customer satisfaction. As charging money they are positioning their
product as best use as well as providing quality in response.
 They are focusing on the quality and they are also in a motive to facilitate the
customer as providing a whole range which they can.
Page | 24
 Price Comparison With Different Players:
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
6.3. Points of parity and Points of Difference
6.3.1 Points of Parity
Point of Parity if compare it with other brands

 Stain Removal: All of the detergent brands are focusing on stain removal.
 All the companies including Surf Excel are using emotional appeals.
 Focusing on kids and their learning process and to highlight the basic
performance (stain removal) of their product.
 Whiteness and shine
 Packaging & sizes
6.3.2 Points of Difference
The points that make Surf Excel Different and stand it out in the race are given
below:
 Milder but strong active ingredients
 Formulated with high quality phosphate builders and multi-active surfactant
system to deliver superior cleaning
 Color safe bleach system
 Enzymes for superior stain removal in washing machines.
 Brand association is strong
 Tag line is also a plus point i.e., dagh tou achay hotay hain.
Page | 25
6.4. Effect of Distribution on Sales Trend
Unilever uses a lot of distributors and retailers to supply its products in each market
where the final customer might reasonably look for it. While appointing a distributor
for a particular area, management uses its own judgment to select such a person that
has a potential to operate effectively. At present Situation for Surf Excel they are
focusing by intensive manners and for new products like Surf Excel Matic they are
focusing the distribution channel by Exclusive manners.
6.5. Designing of Channel for Surf Excel

Unilever has adopted the method of intensive distribution for Surf Excel because the
target market of this product is segmented for washing cloths using any method.
The customer want to purchase this product from nearest shop as this is convenience
product.
6.5.1. Market Potential
 Detergent Market is growing by 16% intensively

 At present Consumer prefer detergent on the base of quality.
 Pakistani Peoples are moving from rural areas to urban areas as life style is
changing.
 Advertising is promoting the detergents by comparing the functionality of
different detergents and laundry Soaps.
 Increase awareness of usage benefits of detergent.
6.6. Product Lifecycle

6.6.1. Evaluation:
Surf Excel is a major player in the Pakistani detergent market. Today the market is
not declining but shifting towards more perceived value and value added brands. So
every brand has to update itself with changes to retain its position in the market.
Unilever, Pakistan’s largest consumer products company has a problem. It cannot
keep up with demand for some of its products. These include laundry powder also.
Demand is so strong that, in the case of foods, despite doubling production capacity,
Pakistanis can’t seem to have enough of them. But this is just the tip of the iceberg
because one can easily ascertain how much demand is there for Surf Excel as it has
41% market Share. One of the areas where consumer product companies are
increasingly focusing is central and southern Punjab where two factors are driving
demand. One, a string of successful harvests has meant rising disposable income for
farmers. The second, interestingly, is 40 or so television channels that broadcast to
viewers in this area. “They are the driving force behind building aspirations. This for
Unilever is an opportunity for selling its products.
Page | 26
Section-7 (Measurement of Different Brand Attributes)
7.1. Analysis of Questionnaire
1. Brand Awareness
The primary goal of brand awareness is to create a buzz and to become prominent in
the war of brands in the same category and this goal of the brand awareness could be
achieved through advertising. The brand awareness about Surf Excel is more i.e.,
62% as compared to other brands in the market as it is more marketed and advertised
as compared to the other brands.
Surfexcel
others
2. Brand Preference
Surf Excel 70% of the respondents said that they preferably use Surf Excel.
surf excel
others
Page | 27
3. Life time Value

Almost 67 % of the respondents who use Surf Excel said that they are using it from
more than five years, 17% said that they are using it from less than 5 years and 15%
using it from less than 6 months.
more then 5
years
less tehn five
years
less then 6
months
4. Repurchasing Behavior
20% using Surf Excel said that they use to purchase it every week. 21% said that they
use to purchase it on fortnight and 59% said that they buy detergent once a month.
eve ry w eek
on fortnight
once in a month
5. AD recall
The promotional campaigns that Surf Excel is running are very successful even the
Ariel users can easily recognize various ads of Surf Excel. 45% of respondents
remembered its ads and most above they knew its tag line. That means that the recall
rates of Surf Excel advertisement is high as people who use it easily remembers and
can retrieve its ads.
Surf excel
others
Page | 28
6. Brand Breadth
Respondents agree that if there are going to be an increase in the brand breath they are
going to try it. 69% of people were of this view.
yes
no
7. Brand Performance
30% of the Surf Excel respondents said that company fulfills the claims made in
advertisements, 52% said that to some extent they fulfills claims made in ads. And
remaining 18% said that they do not fulfill claims.
fulfil claims
completely
to some extent
do not fulfil
8. Satisfaction with the Packaging

47 % percent of the people who use Surf Excel said that they are satisfied with the
current polyethylene packaging and the remaining 53% percent said that they will get
more satisfied if the company will introduce container box.
yes
no
Page | 29
9. Availability
Almost 47 % of the people who uses Surf Excel said that if the detergent is not
available at one place they will look for it else where as well and 53% said that they
will buy simply buy some other detergent.
yes
no
10. Claims made by Company

45% said that company is fulfilling the claims made in advertisements.35 % said to
some extent companies claims are true. 20% said that companies do not fulfill their
claims
1st Qtr
2nd Qtr
3rd Qtr
4th Qtr
11. Brand Image

More then 60% of the people using Surf Excel made an incorrect recall of the price
of the product. When asking about their image regarding the price of the product most
of the Surf Excel users said that its price is greater than Ariel. Most of the Surf Excel
users associated the product with the cleanliness.
Surf excel
others
Page | 30
12. Brand Judgments

When we asked the respondents to rate their brand of choice on a scale of 1 to 5, on
how effective they thought their detergent is on several criteria, all the customers of
both the brands gave same level of importance to each criteria.
Among the respondents who uses Surf Excel 72% percent said that they will
recommend it to their peers, and 28 % said that they will not recommend it to their
peers
recom m end to
peers
w ill not
recom m end to
peers
13. Brand Resonance

56 % of the Surf Excel users said that if the company will increase the price of their
preferred brand they will still use it. And the remaining 44% said that they would
switch to some brand.
yes
no
14. Brand Satisfaction

Among Surf Excel users 40% are highly satisfied with their brand 57% are just
satisfied with the detergent and only 3% respondents are looking for some other
option.
highyl satisfied
satisfied
looking for other

options
Page | 31
15. Ultimate Loyalty
Most of the people who use the brand said that they are using it from more than five
years, which shows that people are loyal to their brand, they are not interested in
switching their brands. 65% of the people are loyal to the brand.
loyal to surf excel
not loyal to surf

excel
16. Switchers
39% of people say that if they see some brand giving the same features then they can
most probably switch to that brand.
yes
no
Page | 32
7.2. Conclusion of the Analysis
 The awareness as created by the Surf Excel ads is high.

 According to the survey most of the people are using Surf Excel preferably
because the awareness of Surf Excel is very high among them.
 The people majority of people who are using it are using it from years.
 The usage of Surf Excel is high as compared to other brands.
 The recall rate of advertisements is also very high.
 Most of the people are willing to buy the extensions of the brand if they are
being introduced in the market.
 The claims as made by the company are being fulfilled.
 People usually buy detergents in their monthly grocery so mostly they are not
aware of the actual price of the product. They usually have different images in
their minds regarding the products and based on those images they guess
prices of the product
 It is noted that all the customers no matter which brand they use, when we ask
them on which criteria of their choice about the Surf Excel they have given
same responses by ranking stain removal on top keeping this information in
mind, we can conclude that Surf Excel is following a proper line for the
positioning of their product. Since stain removal is the most important thing in
concern for the customers. Many of its slogans like “DAAG TU ACHA
HOTA HAIN” “
 Most of the people who use both of the detergents mentioned that if the
company will increase the price of the product they will still use it, because
according to some of them there is no other option, some of the Surf Excel
users made the comment that if the price of their product will increase they
will might try Ariel and will decide whether to continue with the previous one
or to switch to the new one.
 When we measured the satisfaction level of the respondents no matter which
brand they use majority gave the positive response that they are just satisfied
or highly satisfied with their brands there are very few in negligible amount
which said that they will change their brand
Page | 33
Section-8 (Brand; Judgments, Feelings, Loyalty, Equity and
Resonance)
8.1. Brand Judgments

8.1.1. Brand Attitude
From the analysis of questionnaire we infer or concluded that the attitude towards the
brand is positive.
8.1.2. Brand Quality

The perceived quality of Surf Excel is also high. Since there is congruence between
the perceived quality and the quality provided by the company, People evaluate it
positively and it’s the choice of majority of the people.
8.1.3. Brand Credibility

The three factors
 Perceived expertise
 Trustworthiness
 Likeability
All are high. There is no celebrity that is being endorsed in the advertisements but still
the credible moms just do it well to create an appeal among the audiences. The brand
is reliable and it’s the most likeable detergent in the market.
8.1.4. Brand Consideration
According to the survey it is the brand that is on the top of the consideration list of the
consumers.
8.1.5. Brand Superiority
From the survey it can be seen or concluded that the brand is superior of all in the
Market.
Page | 34
8.2. Brand Loyalty
Brand loyalty of Surf Excel is shown in the brand loyalty pyramid Highly
loyal
by blue color. customer
Loyal
8.2.1. Brand Loyalty Pyramid customers
In the brand loyalty pyramid it lies in the third step and we can say Think brand as friend
it lies on the second step also but to some extent. The reason to put
it in the third step is that Habitual buyer of brand
 if people wont find it good

 if they see some opportunity in the market Switchers no brand loyalty for brand
 the competitive brand is much better than it

Then they will switch it to the other brand.
The reason to put it in the second step is that since it is being targeted to children
 They consider it as a friend.
 Also their moms take it as friend.
 And they probably defend their brand in their community or peers.
But still If we take the overlook then we will find that the brand loyalty of Surf Excel
is very strong.
8.3. Brand Feelings

Surf Excel tries to engrave feelings in its customer. It tries to attach the emotional
responses and reactions with Surf Excel. Through different advertisement campaigns
and projects Surf Excel builds two kinds of feelings in the mind consumers for its
brand. That are:
 Fun
 Experience
Different campaigns to endorse the feelings in the customers are given below:
 Surf Excel pride Pakistan’s citrus talent.
 Surf Excel paint masti: In the event total 110 cities, 200,000 children
participated and 6 ton of paint is used.
 In different advertising campaigns Surf Excel new tag line is “agar daagh
lagnay say kuch acha hota hay tou daagh tou achay hain”, by this tag line
Surf Excel have encouraged those people to help the others in good cause.
Like while helping the others if a child or a youngster get stained then
Dirt is good. So in promoting the great value of helping other Surf Excel
is using emotional appeals.
 Art from the heart competition has been started for children in Pakistan to
promote the talent and bring closer the future consumers of the Surf Excel,
and also to bring in front those hidden talents.
With the help of such advertisement and projects Surf Excel is building fun brand
feelings by making consumers enjoy the specific moment and Surf Excel will do its
Page | 35
job you do not have to take tension about those stains your children getting from
learning new things and you by enjoying the fun moments.
8.4. Brand Equity
Brand Brand
Brand loyalty
awareness association
Perceived Brand equity of

Brand assets
quality Surf Excel
8.4.1. Brand Loyalty

There is a loyalty that has been inferred from the survey. The result of this loyalty
could be that it reduces the competitive action. Whenever the consumers go to the
market he straight away goes to Surf Excel. Now the uses of Brand Loyalty to Surf
Excel can be
 The brand loyal customers can provide exposure to the potential customers
with the help of word of mouth.
 The customer base increases day by day.
 The brand loyalty will help Surf Excel to extend its brand.
 They can charge premium prices but they are following the prices as set in the
market.
 They build strong customer relationships by organizing various events fro the
children.
8.4.2. Name Awareness
Uses of name awareness are
 The name of Surf Excel is very easy to pronounce and to memorize. So that’s
why it stores in the mind of consumers and comes in their consideration list.
 The name makes the purchase decision easy for the consumers.
8.4.3. Perceived Quality

As said earlier the perceived quality is high as there is congruity between the
company deliverables and the perception of the consumers.
8.4.4. Brand Association

Following are the associations people have regarding Surf Excel
 Stain Removal.
 Power full cleaning.
 Good fragrance.
 Keeps the colors of clothes bright
 Attractive packaging.
 Daad nai tu seikhna nai, Daag tu acha hota hain.
Page | 36
 Maximum of users focusing on better stain removal.
Mostly through the ads the Brand tries to associate it with dirt. Trying to create an
image that there is no harm playing in the dirt and that it is good to allow your
children play in the soil and let them explore their selves. This type of advertising
strategy not only creates a brand association but also makes a positioning statement.
7.5.5. Brand asset
Brand name and its slogans is very famous among the consumer, which is like an
asset for the brand because stain removal and surf will automatically make consumer
thinks about the Surf Excel brand.
All these factors provide equity to Surf Excel and in the return both the company and
the consumers get value from each other.
Page | 37
8.5. Brand Resonance

It is the quality of Surf Excel that it sticks to one image. For example; “Dagh tou
achay hotay hain”. So what the strategy Surf Excel is following is that it is
synchronizing it with the behavior and the attitude of the consumers.
7.7.1. Behavioral Loyalty

From the brand loyalty pyramid it has been found out that majority i.e., almost 80%
of the consumers are loyal to the Surf Excel brand.
 They try to influence other peoples buying decisions through creating positive
word of mouth.
 Also they bring more customers to the brand by telling the qualities of their
brand when in the peers or groups or in some gathering.
7.7.2. Attitudinal Attachment

The loyal customers will always refer to the Surf Excel. This is their attitudinal
attachment with the brand.
7.7.3. Active Engagement

Surf Excel occasionally arranges events such that its customers actively engage with
the brand and that they have the feeling that the brand cares for them and value them.
Page | 38
Section-9 (Conclusion & Recommendations):
Unilever a big giant who owns brands from soup to soap, in this project we are doing
brand analysis of Surf Excel which is a famous brand of Unilever. Surf excel is
targeting the kids; while the actual user of the detergent is the washers like women,
including house wives, moms, sisters etc.
Surf Excel is targeting kids through a number of means like by creating interactive,
colorful and interesting, story based ads, making more and more funky printed ads,
through public relations like arranging different events e-g races, competition, art and
fun and game masti, through direct communication using indirect means of targeting.
Like inviting the kids to the different parks and indirectly teaching them about the
goodness of Surf Excel As regarding the image there is message for the people to
avoid on the occasions to restrict “when kids are in situation of doing something extra
ordinary”.
They are also positioning as considering the fact of Strong’s competition. They say
That children must be free to experience their LIFE for themselves”. They also have
targeted kids through creating and communicating value to them like educational
programs, rural development programs etc. In shot Surf Excel is making “birth to
cradle brand association” and in return getting the loyal and life time value
maximizing customers.
A survey is done to know about loyalty level mostly consumer for Surf excel was on
third place and think Surf Excel as a brand because on answering a question mostly
respondents replied to go for other competitive detergent if it is not available in the
market. Mostly consumer are loyal with Surf excel also spread positive word of
mouth and recommend it to their peers as a best stain removal detergent.
Surf Excel found its competitive edge on the basis of its advertising like Dirt is good
and targeting kids by different projects for kids. Also it has Milder but strong active
ingredients formulated with high quality phosphate builders and multi-active
surfactant system to deliver superior cleaning. Surf Excel is providing color safe
bleach system and enzymes for superior stain removal in washing machines.
Brand judgments about Surf Excel from the consumer is as very credible brand and
used this brands because of its superior quality and for its new extension Surf excel
matic have high perceived quality as Surf Excel is providing them.
Surf Excel is trying to build its brand resonance as the best stain removal and socially
as caring brand for children learning abilities.
Surf Excel is one of those brands with which consumer has strong association and
loyalty level of consumer is very high with this brand and Surf excel is highly
advertised and awareness level of this brand is very high among consumers.
Page | 39
Appendices
Questionnaire
Gender
o Male
o Female
Age: __________
Q1: Among these brands which brand you feel you are more aware of:
o Surf Excel
o Ariel
o Bonus tristar
o Wheel
o Others
Q2: Among these brands of detergent which of the brand you will prefer to use
o Surf Excel
o Ariel
o Bonus tristar
o Wheel
o Others
Q3: You have been using the stain removal Surf Excel for
o More then 5 years
o Less then 5 years
o Less then 6 months
Q4: How often you buy your detergent

o Once in a month
o Every week
o Every fortnight
Q5: Can you name the brand by reading following slogans

o Stain remover __________
Page | 40
o Laundry powder _________
Q6: If Surf Excel is going to be an increase in the brand breath you are going to try it
o Yes
o No
Q7: Are you satisfied with Surf Excel packaging

o Yes
o No
Q8: is Surf Excel fulfill its claims

o Yes
o No
o To some extent
Q9: Will recommend Surf Excel to friends as stain removal

o Yes
o No
o Not sure
Q10: Do you give importance to friends in making this decision

o Yes
o No
o Not sure
Q11: If the price of Surf Excel stain removal is increased are you going to buy it.
o Yes
o No
o Not sure
Q12: Are you going to buy any other brand from the market if you Surf Excel is not
available in the market.
o Yes
o No
o Not sure
Page | 41

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Managing a Brand “Surf Excel”

“The hardest steel goes through the hottest furnace.”

1.2. History of “Surf Excel”

1.3. Brand Mission

1.4. Brand Vision

1.5. Brand Philosophy

1.6. Brand Values

“Surf Excel Says”

 Every Child has right to create

Because learning and growing is impossible without doing so,

 Explore, Learn , Grown and Get creative

1.7. Brand Objectives

The objectives of the Surf Excel are:

 To meet the everyday needs of people everywhere, to anticipate the aspirations

1.8. Brand Issues

1.8.1. Naming Issues (a brief history)

1.9. Market Share

Section-2 (Brand Elements)

2.1. Brand Name

2.2. Brand Logo:

2.4. Brand Slogans

Surf Excel is available in different packaging sizes which are as follows:

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

 Selecting the price objective

3.2.1 Basic Method of Setting Prices

Unilever is using the following methods for price setting.

 Prices Charged by Distributors to Retailers

Unilever gives margin of certain percentage to distributors so in this way prices to be

 Prices Charged by Retailers to Ultimate Consumers

3.2.2. List Prices Of Surf Excel

Quantity Price in rupees

500 grams 115

1 000 grams 210

2000 grams 405

Unilever is allowing 1% discount to distributors & whole sellers on purchase of Surf

 Discounts On Payment Period

Section-4 (Advertising & Marketing Strategy, Competitive

4.1. Marketing Strategy

4.1.1. Market Segmentation

Density Urban, Sub-urban, Rural

Population Over 160 million

Climate All weather

4.1.1.2. Demographic Segmentation (based at actual users)

Age 18 and above

4.1.1.3. Psychographic Segmentation

Social class Upper and Middle class

Opinions They are aware that they have to

Lifestyle Strivers and Achievers

4.1.1.4. Behavioral Segmentation

Purchase Occasion All occasion

4.1.2. Target Market

 Through TV advertisements, print advertisements and public relations: We

 Building strong image through bill boards and banners about

 By Building birth to cradle brand loyalty: Through TV advertisements we

 Future Consumer’s targeting through price: Surf Excel is targeting the

 Interactive TV Commercials: There is TV

 Through Public Relations and Games: Explore, learn ,

 Art from the Heart: Art from the Heart speaks to

4.1.4. Advertising Strategy

 Newspaper: Jang and Naway Waqt is being used for advertisement in

4.1.5. Competitive Strategy

In competitive strategy there are some sort of pressure on Surf Excel;

Section-5 (SWOT Analysis)

3.2.1　 Basic Method of Setting Prices