Surf Excel

Surf was launched in 1959.
A family brand with toughstain removal and caringimage. International to Ultra to Excel Surf Excel is available in 4variants: Surf Excel Blue Surf Excel Quick Wash Surf Excel Automatic Surf Excel Detergent Bar Rating7/6
MARKETING POSITIONING: surf excel

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 satisfaction which also differentiate from their competitors. They are creating environment for people to have a life easy chance. 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. They are also positioning as considering the fact of Strongs competition .So they are also focusing different type of facilities.
TARGET MARKET OF SURF EXCEL:

Surf Excel has adopted the strategy of market aggregation. It is a product by Unilever. SURF... Total per annum sale of detergents in Pakistan is up to 2, 40,000 tons out of which Surf Excelclaims 96000 tons. Surf Excel is having 40 percent market share in volume and is focusingon increasing the market share up to 42 % to 44 %.
Price:
Price is simply the cost plus profit of the firm. There are many competitors in the market. As their products are highly quality .so usually they charge high prices. So the Management has considered about the competitive price while selecting new price and schemes. Prices are set by taking into consideration o What Customer believes for high price & high quality? o nThere price are high. because they believes in zero defects. o They charge different prices to registered and unregistered retailers. o nPrices are set by taking into consideration the size, type of product.
Product quality:
Since the brand has undergone numerous product quality improvements to offer best cleaning results.philosophy behind this is the children are the best influencers for the deciders. The children with this eye catching phrase try to influence the decision of their parents (mainly mother) who are the deciders. Surf Excel will keep continuing its
advertising campaign dirt is good and educate parents through new attractive commercials to support the positioning strategy. Media advertisement budget will be approximately Rs30, 000,000 in 2010 which was Rs27,939,217 in 2009 with 1.35% of total advertising expenditures in Pakistan. Surf Excel quality is very popular among the peoples as Dominating the washing powders markets in Pakistan for four decades; Surf will continued to change according to consume needs.
ARIEL
Ariel was introduced in India in1991. Ariel contains unique Fragrancein detergents with newtechnology based detergent Ariel is available in 3 variants: Ariel Fresh Clean Ariel Spring Clean Ariel Front-O-Mat
ARIEL targeting
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.
Brite relaunch April 2004

Since its introduction in 1981, Brite has become a powerful detergent brand with which consumers have a long standing familiarity. In April 2004, a new improved version of Brite, reinforced with an innovative formulation designed for enhanced stain removal and dirt cleaning action, was launched. Brite is the only detergent in Pakistan which has the benefit of colour brightness and fibre protection.
BRITE TOTAL:
Brite Total, the flagship of the company was restaged in 2nd Quarter, 2000. The revitalized product has extra power to remove tough stains without damaging the colours and fibers. After due evaluation and product tests, leading fabric and garment manufacturers like Al-Karam Textile, Mohammad Farooq Textile, Bonanza Garments and United Colors of Benetton have acknowledged and endorsed the superior product quality.
FUTURE PROSPECTS:
In a highly competitive market scenario in the consumer market and the economic down trend, the consumer goods industry in particular will resort to heavy media spending and additional expenditure on promotions to maintain the growth momentum. The recent devaluation of the rupee will raise the cost of inputs and in the current economic situation, make it difficult to adjust selling prices thus shrinking margins, making it more challenging than ever to balance the investments in advertising and promotions for existing as well as new products. Our existing products continue to grow, fuelled by timely re-launches. New products that have been launched, such as Colgate Gel & Palmolive Natural Soap, will be instrumental in helping us gain an edge over competition in terms of having a diverse portfolio and having more to offer to the consumer. In addition, the company has drawn up plans for the launch of new products to achieve accelerated growth of business volumes and profits. Import duties for a number of raw materials used for the local manufacture of detergents are still at 35% whereas duties on finished detergents is also 35% and duties on detergents imported in bulk is 25%. Additionally, Central Excise Duty on imported finished goods such as detergents is levied on landed cost, whereas Central Excise Duty on locally manufactured detergents is levied on retail prices. These anomalies are unfortunately promoting the import of finished products at the expense of local manufacture. We are approaching the Tariff Commission once again to rectify these anomalies and sincerely hope that the correction will come about soon.

Surf Excel

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Surf Excel

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Surf was launched in 1959.

MARKETING POSITIONING: surf excel

TARGET MARKET OF SURF EXCEL:

Brite relaunch April 2004

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