Premium Essay

Unilever’s Surf Excel Product Review

In: Business and Management

Submitted By junaidart
Words 2387
Pages 10
SUMMARY:
Surf excel has been following the Unilever’s message i.e. add vitality to life.
Similar is with surf excel. In the beginning Surf Excel was facing competition from Ariel, the product of P&G. but very soon with the tagline “Dirt is Good”, Surf Excel was successful in regaining its market leadership. It soon emerged back as the dominant detergent of the country.
The product is decided by matching the marketing insights with the local insights.
The marketing report of the brand should match the region’s attitude so that the product can fulfill and satisfy the customer’s need and expectation.
The packaging is designed in such a manner that it should it is able to create a
Recall value among the prospective customers. It should stand out among its competitors because majority of the purchases are impulsive buying’s.
Price is decided as per the economic situation and spending pattern of the target market. Distribution pricing strategy is determined in such a way so as to suit all forms of trade (GT, LMT, and IMT) along with customer’s purchasing power.
Promotion was the most important ingredient in the revival of Surf Excel. The event Paint Masti created a name of the brand. Relaunch of the Surf with the tagline “Dirt is Good” helps in differentiating the product, because all other brands are still focusing on the fact that dirt is bad.
The selection of place to communicate the brand’s message is a crucial process. The team of Surf Excel chooses the most effective media, be it print or electronic, at the most economic and effective time.
The target market of Surf Excel is mainly Housewives as deciders, whereas children as influencers. Surf Excel is available in 4 different packages so that every income bracket can purchase it.
The product this year showed a robust growth and increased profit. This reflects the strong brand equity of Surf…...

Similar Documents

Free Essay

An Analysis of Planning for Surf Excel in Bangladesh

...With great pleasure we submit our project report on “Analysis of Planning for Surf Excel in Bangladesh” that you have assigned to us as an important requirement of the MGT-101 course. We have found the study to be quite interesting, beneficial and insightful. We have tried our level best to prepare an effective and creditable report. We honestly hope that our analysis will help to give idea of management planning of a business in the real world. We hope you will find this report worth all the labor we have put in it. Yours Sincerely, Md. Towhidur Rahman Jaheda Sultana Md. Tanvir Hossain Table of contents: Acknowledgement …………………………………………………….5 Executive summery……………………………………………………6 Introduction……………………………………………………………7 Objectives……………………………………………………………...8 Research methodology………………………………………………...9 Limitation of the paper……………………………………………….10 History of Unilever…………………………………………………...11 Symbolization of the logo…………………………………………….12 Constitution…………………………………………………………...13 Management committee………………………………………………13 Mission………………………………………………………………..14 Business portfolio……………………………………………………..15 Surf Excel detergent…………………………………………………..18 Mission of Surf Excel…………………………………………………18 Objectives of Surf Excel………………………………………………18 Goals…………………………………………………………………..19 MBO…………………………………………………………………..19 Plans for Surf Excel…………………………………………………...20 Planning for production of Surf Excel………………………………...21 Planning for......

Words: 4674 - Pages: 19

Premium Essay

Surf

...MARKETING PLAN: SURF EXCEL M.BILAL KHAN (2642) I.U.G.C 1. CURRENT MARKETING SITUATION COMPANY PROFILE: Unilever Pakistan Limited manufactures and markets home and personal care products, beverages, ice cream, and spreads in the United Kingdom. The company provides food products, such as soups, bouillons, sauces and dressings, noodles, complete meals, margarine and spreads, olive oil, and tea, as well as frozen foods; cleansing and hygiene products for the home care market; and skin cleansing, deodorants, and antiperspirants for personal care market. It offers its products under Close Up, Axe, Dove, Rexona, Sunsilk, Wheel, Rafhan, Surf Excel, Comfort, Lux, Pond’s, Lifebuoy, Lipton, Brooke Bond, Energile, Knorr, Pearl Dust, and Supreme brands. The company was founded in 1872 and is based in Karachi, Pakistan. Unilever Pakistan Limited operates as a subsidiary of Unilever Overseas Holdings Limited. KEY TO SUCCESS: To build customer value, satisfaction and hardcore loyalty with the brand. Surf Excel Surf Excel is the oldest detergent brand to be present in Pakistan since 1960. 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. Dominating the washing powders markets in Pakistan for four decades; Surf has continued to change according to consumer needs. Being a pioneer, Surf had......

Words: 3372 - Pages: 14

Premium Essay

Surf Excel Ad Analysis

...Advertisement 6Surf Excel’s Advertisement(Brother & Sister Duo) Hindustan Unilever Limited introduced Surf in 1959, introducing the first detergent powder into the country. At the time, housewives used laundry soap bars to washclothes. Surf offered them significantly better clean, with much less effort. The promise of ‘superlative whiteness’ – the articulation of a great clean at the time, connected with consumers and helped to establish the brand. Surf was the first national detergent brand on TV; the brand used TV to effectively educate their consumers on how to use detergent powders in a bucket for a better wash. Surf Excel made a big “splash” with their “Daag Achhe Hain” advertising campaign. The following is an analysis of the first such commercial. The advertisement features a brother and sister duo walking home from school, when the little girl falls into a puddle of mud. Crying, she looks to her brother for help. Her brother gets an idea and starts “beating up” the puddle of mud, demanding an apology. After a time and a lot of mud on his uniform, he stands up and says, “Sorrybola.” The narrator then removes all apprehensions of dirt and stains and says, “Daag Acche Hain.”This advertisement is universally well-loved. This is so because it does a lot of things right. It makes use of children’s appeal to get the advertising message across.The advertisement does what seldom others do cater to the emotions and sentiments of the viewers – and succeeds with it.......

Words: 599 - Pages: 3

Premium Essay

Excel

...Microsoft Excel 2010 Formulas & Functions  Table of Contents Excel 2010 Formulas & Functions ……………………………………………….….. o Formula Basics ……………………………………………….….. o Order of Operation ……………………………………………….….. Conditional Formatting ……………………………………………….….. Cell Styles ……………………………………………….….. Formulas & Functions ……………………………………………….….. Basic Formulas ……………………………………………….….. o Add the Values in Rows or Columns ……………………………………………….….. o Find the Average, Maximum, or Minimum ……………………………………………….….. Ranges & Individual Cells ……………………………………………….….. Copy a Formula ……………………………………………….….. o Using the Fill Handle ……………………………………………….….. o Using Traditional Copy & Paste ……………………………………………….….. Referencing Cells in Formulas ……………………………………………….….. o Relative References ……………………………………………….….. o Absolute References ……………………………………………….….. o Mixed References ……………………………………………….….. o References to Other Worksheets ……………………………………………….….. o Other Workbook References ……………………………………………….….. Quick Reference Guide ……………………………………………….….. o Add, Subtract, Multiple & Divide ……………………………………………….….. o Understanding Error Values ……………………………………………….….. Practical Purposes of Excel Formulas ……………………………………………….….. o Using Date & Time Formulas ……………………………………………….….. Commonly Used Functions & Formulas ……………………………………………….….. o Math & Trig Icon ……………………………………………….….. Logical Icon ……………………………………………….….. Lookup & Reference Icon ……………………………………………….….. Date & Time Icon ……………………………………………….….. AutoSum Icon ……………………………………………….…........

Words: 5629 - Pages: 23

Premium Essay

Excel

...New Perspectives Excel 2013 Tutorial 3: SAM Project 1a Spring Software ENHANCE A TIMESHEET Project Goal M Project Name Project Goal New Perspectives Excel 2013 Tutorial 3: SAM Project 1a Spring Software ENHANCE A TIMESHEET Project Goal M Project Name Project Goal PROJECT DESCRIPTION Devon Hastings is the human resources director for Spring Software, a software development company in Cambridge, Massachusetts. He has created a workbook for employees to use in recording the hours they work. He would like your help finishing the timesheet. GETTING STARTED * Download the following file from the SAM website: * NP_Excel2013_T3_P1a_FirstLastName_1.xlsx * Open the file you just downloaded and save it with the name: * NP_Excel2013_T3_P1a_FirstLastName_2.xlsx * Hint: If you do not see the .xlsx file extension in the Save file dialog box, do not type it. Excel will add the file extension for you automatically. * With the file NP_Excel2013_T3_P1a_FirstLastName_2.xlsx still open, ensure that your first and last name is displayed in cell B6 of the Documentation sheet. If cell B6 does not display your name, delete the file and download a new copy from the SAM website. PROJECT STEPS 1. On the Employee List worksheet, select cells A1:B1 and then use the Format Painter copy the format only to the range A2:B9. 2. In cell B1 enter bs001, in cell B2 enter cg001, in cell B3 type dh001, and then use Flash......

Words: 790 - Pages: 4

Premium Essay

Surf Excel, Bd, Segmentation

...Target Segment of Surf Excel in Bangladesh Need Washing and cleaning clothes. Benefits Surf excel is putting efforts to provide a product from which customers will have superior quality in washing clothes. They are also trying to serve a value standard, form which consumers will have a platform where customer will have a cause to be confident about their clothing and cleanliness thus become tension free. Segmentation Demographic * Main target is housewives with kids. That refers to a age between 25 to above. Surf excel have targeted this age group of women because group with this characteristics are mostly the decision makers of detergent powder or clothing washing materials for the home. Specifically in our sub-continent, most of the women over 25 of age are housewives. They are the responsible person for the cleanliness in home. Economic * Price of a 500gm pack of surf excel is Tk. 99 in Bangladesh. Which is a whole month of detergent supply for an idol family. But there are lot of other brands in the market with different price tags in the market. For an instance, one can purchase 500gm pack of Wheel or Chaka washing powder at Tk. 37 or 900gm pack of Rin washing powder at tk. 110, which is lot cheaper than Surf Excel. On the contrary, the same person can purchase 2.5kg of Breeze detergent powder pack for Tk. 836, which is comparatively expensive. Which means, surf excel has targeted families with higher middle class or above status, who can afford the......

Words: 713 - Pages: 3

Premium Essay

Product Review

...Tonya Smith English 10 B03 Dr. Sutton Product Review Essay Advantage of Technical Colleges Students and family’s today struggle when it comes to the financial requirements and proper fit as these relate to higher education. Many families have begun to plan for their children’s future education as early as from birth. While planning ahead is always best, the cost of higher education continues to increase which tends to still leave these families struggling to provide advanced education for their children. The expense of four year colleges has placed the option of attending these institutes out of reach for most students even where advanced financial planning was in place. More and more high school graduates are exploring the option of technical schools for continued education. Technical colleges offer lower costs, smaller class sizes and more access to professors making them more appealing to transitioning students. Technical colleges provide a great economic option for young men and women that choose to continue their education beyond high school. The majority of technical schools offer a variety of degree and certificate programs which can be completed in two years or less. These programs equip the students with the ability to obtain an education or training in a short period of time providing them the opportunity for employment in their field of study. Students are able to obtain these skills in less time and for a fraction of what a four year college......

Words: 675 - Pages: 3

Free Essay

Globalization and the Surf Industry

...Petersen 1 ! Zachary Petersen Professor Edward Park FFYS 1000-27 12 October 2015 Has Globalization Rode Too Far Into the Surf Industry? The modern surfboard building industry was started in a backyard by a couple of friends, trying create a foam based surfboard to make something they could have more fun on in the ocean. They created an amazing product, proceeded to make boards for their friends, and later teach their friends to make surfboards. A culture was solidified and the techniques were handed down verbatim to the new board builders. The overwhelming sense of tradition and respect for the roots of the craft is strongly woven into the every individual in todays industry (prior to the start of Asian manufacturing of surfboard “pop-outs”). For these reasons amongst others, the board building industry is different than most other industries and does not follow normal patterns of globalization. The advancements in technology over the years, opportunities for cheaper labor and alternate materials have not changed the way the industry operates. Even with the addition of technology and manufacturing procedures, the fundamentals of how a board is made has not changed since it was first made in the late 50s. The industry is very exclusive, but not closed. There has been no opposition to globalization; globalization has kept the industry progressing forward. Most master shapers (people who sculpt the surfboard) and glassers (people who do the fiberglass......

Words: 4414 - Pages: 18

Premium Essay

Excel

...1 2 (F P (n + 1) F P (n)) See Excel Spreadsheets for examples of calculating each point on an empirical ROC Curve. 2 2.1 2.1.1 Information Measures Probability Review Basic Probability Definitions Joint probability: p(X, Y ) The probability that both X and Y are true. Joint probability is commutative: p(X, Y ) = p(Y, X). Conditional probability: p(X|Y ) The probability that X is true, given that Y is true. Note that “Rates,” PPV and NPV are Conditional Probabilities: True Positive Rate = p(T P T est|+), 3 False Negative Rate = p(F N T est|+), False Positive Rate = p(F P T est| ), True Negative Rate = p(T N T est| ), Positive Predictive Value = p(+|T est P ositive), Negative Predictive Value = p( |T est N egative). Marginal probability: p(X) The probability that X is true, independent of the value of Y. Product distribution: p(X)p(Y ) The product of two marginal distributions. Independence: p(X, Y ) = p(X)p(Y ) Two distributions X and Y are independent if and only if their joint distribution is equal to their product distribution. Note that an equivalent statement of independence is that if X and Y are independent, p(X|Y ) = p(X) and p(Y |X) = p(Y ). If two distributions are not independent, they must be dependent. 2.1.2 Basic Probability Theorems Sum rule The marginal probability p(X) is equal to the sum of the joint probabilities p(X, Y ) = p(X|Y )p(Y ) over all possible values of Y . Product rule The joint probability p(X,...

Words: 4475 - Pages: 18

Premium Essay

Surf Excel

...MARKETING PLAN: SURF EXCEL M.BILAL KHAN (2642) I.U.G.C 1. CURRENT MARKETING SITUATION COMPANY PROFILE: Unilever Pakistan Limited manufactures and markets home and personal care products, beverages, ice cream, and spreads in the United Kingdom. The company provides food products, such as soups, bouillons, sauces and dressings, noodles, complete meals, margarine and spreads, olive oil, and tea, as well as frozen foods; cleansing and hygiene products for the home care market; and skin cleansing, deodorants, and antiperspirants for personal care market. It offers its products under Close Up, Axe, Dove, Rexona, Sunsilk, Wheel, Rafhan, Surf Excel, Comfort, Lux, Pond’s, Lifebuoy, Lipton, Brooke Bond, Energile, Knorr, Pearl Dust, and Supreme brands. The company was founded in 1872 and is based in Karachi, Pakistan. Unilever Pakistan Limited operates as a subsidiary of Unilever Overseas Holdings Limited. KEY TO SUCCESS: To build customer value, satisfaction and hardcore loyalty with the brand. Surf Excel Surf Excel is the oldest detergent brand to be present in Pakistan since 1960. 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. Dominating the washing powders markets in Pakistan for four decades; Surf has continued to change according to consumer needs. Being a pioneer, Surf had......

Words: 3383 - Pages: 14

Free Essay

Consumer Behavior Towards Ariel and Surf Excel

...24Recommendations«««««««««««««««««««««««««««..25Limitations«««««««««««««««««««««««««««««...26IntroductionThe project is based on the survey conducted to perform a comparative analysis between the two detergent brandsSurf Excel and Ariel. The purpose of the survey is to analyze the comparison between these two brands on the basisof points of differences and point of parity and to judge different aspects of the brand which make customers loyal,associated and in favor of one brand more than the competing one.Surf ExcelSurf Excel is the product of Unilever. Surf Excel is the oldest detergent brand to be present in Pakistan since 1960.The company has always believed that dirt is a valuable way to enrich our lives, both young and old. To ensure thateveryone, anywhere in the country, can share in this initiative, company investing heavily in developing a range thatsuits the pockets of all income groups. This has included launching affordable packs that not only offer the top-cleanadvantages of Surf Excel, but also reduce the time, physical effort and amount of water needed to wash clothes byhand. Surf introduces innovations that challenge laundry conventions. We believe that by giving consumers morethan what they would expect out of a laundry detergent, we help brighten up their day.ArielAriel is the product of P&G. Ariel detergent gives you impeccable cleaning in stain removal. Ariel contains uniqueingredients that cannot be found in other detergents, thus it is designed to......

Words: 4048 - Pages: 17

Free Essay

Journal Review: Cross-Cultural Challenge in Product Placement

...Fundamentally, product placement roots in the USA, which is commonly considered to be an American phenomenon, and used primarily as a movie-based tactic. To define, product placement is the deliberate placement of branded products or services within media content. For example the scene where Will Smith drink Coca-Cola in film. As a result of global flow, and access to media content and technology, the practice of product placement has become media-neutral and spread across other cultures. Due to this circumstances, there is a need to develop an expanded understanding of how non-US consumers perceive such placements. Product placement like traditional forms of advertising, transmit and reflect the important symbolic meanings and values within a culture. To add in, consumer attitudes toward product placement may also vary depending on the fundamental cultural orientations and values of a particular society. In general, there are abundant cross-cultural comparisons of advertising and promotion but little is known regarding how consumers from different cultures perceive and process product placement in their mind. Other than that, there has also been very limited knowledge on how and to what extent the medium of placement affects perceptions of the tactic. The main purpose of this research is to examine: i. US and Korean college student consumers’ attitudes towards product placements in three different media (films, TV shows, and songs). ii.......

Words: 3077 - Pages: 13

Premium Essay

Coustomer Perception About Ariel vs Surf Excel

...Access, C Extracurricular Activities • Active participation in arranging college fest of JIS college of Engineering. • Participated in the various college fest singing competitions Personal Details Date of Birth - 30th December 1984 Home Town - Kolkata Languages Known - English, Hindi and Bengali |Project Brief | | | |MARKET RIVALRY: LUX Vs LIRIL - The project was based on the study of various advertising strategies and market positioning of | |the respective product . We captured the market share by visiting the local market and collected the sales figure for | |analysis. | | | | | |MOTIVATION – Introduction of a research organization . We did a survey on GPT group’s ILS Hospital. We had an interactive | |session with the HR manager Ms.July Dasgupta. with of a set questionnaire. Analyzed her motivational theories used......

Words: 369 - Pages: 2

Premium Essay

Excel

...$477.42. The Aug Total should be $700.00 d) Rename the sheet with the Pivot Table. Use the name PivotTable (space removed). e) Add a Slicer to Filter by Type of Customization and apply it to show only Pin Striping. Your Grand Total should be $3,930 On the January sheet: a) Group (p. EX 304) the January, February and March sheets together: b) Calculate the difference between each product group: Actual-Forecast. c) Calculate the % change for each product group: Difference/Forecast d) Calculate the total revenue for the Forecast, Actual, and Difference columns, and then calculate the total %Change e) Ungroup the sheets f) Make a copy of the March sheet and name it Summary. Place the Summary sheet right after the March sheet. Delete B5:C9 from the Summary sheet. You will create 3-D cell reference formulas (also known as drilling formulas) to total data across the months. g) On the Summary sheet in cell B5, create a 3-D cell reference formula (p. EX 313) to total the Healthcare for all 3 quarters. h) Copy the B5 formula to the other product groups in the Forecast column. You can also use the fill feature to copy to the Actual and Difference columns too. i) Format columns B, C, & D in the January, February, March and Summary sheets as Currency with 2 decimals. Format the %Change column as percentage with 2 decimals. The Total Revenue Difference (cell D10 of the Summary sheet) should be $88,188.00 On the Employee Data......

Words: 1218 - Pages: 5

Premium Essay

Case Study on Unilever’s Path to Growth Strategy: Is It Working?

...over 16 percent both to be accomplished by the end of the year 2004.They cutting down their portfolio from 1600 to 400 core brand. Increasing profit margin to 11 to 16 percent by year end 2004. Unilever had extended its brand portfolio 500 to 600 brands in 2003 and reported 2002 sales of about €48.8 billion. A number of Unilever brands had either highest or second highest share in their respective markets. Since 1995 Unilever one of the world five largest good and house hold products companies ranked among the top 60 of fortune global 500 largest companies. Interms of Return on Investment: Based on 1999 1. [pic] Here, Unilever’s Current Ratio shows 0.93:1 for 1997. It means their position is not good. It indicates their Liability is more than their Assets. [pic] Their Quick Ratio shows 0.60:1 for 1997, which is not good, because it shows their liability is more than their assets. 2. [pic] Organization’s current mission: Unilever's mission is to add Vitality to life. They meet everyday needs for nutrition; hygiene and personal care with brands that help people feel good, look good and get more out of life. Their deep roots in local cultures and markets around the world give them their strong relationship with consumers and are the foundation for their future growth. They will bring their wealth of knowledge and international expertise to the service of local consumers – a truly multi-local......

Words: 2462 - Pages: 10