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surf excel marketing strategy


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  • 1. Surf Excel Surf Excel, launched in 1948 under the brand name ‘Surf’ in Pakistan & in 1959 launched in India as a first detergent powder. Initially, the brand was positioned on the clean proposition of “washes whitest”. However, with the emergence of numerous local detergent manufacturers and the entry of other global brands, Surf Excel underwent various changes in its Brand Communication. This is in line with the global communication platform of Dirt Is Good, which is a communication strategy of Unilever for its premium detergent products, sold under various brand names; such as Omo In Brazil, Persil in UK and Skip in France, Greece, Spain and Portugal. Some of the other major detergent products of Unilever in India are Rin and Wheel.
  • 2. PRICE 2kg 1kg 500g 100g 60g 25g Rs405 Rs210 Rs115 Rs20 Rs10 Rs05 2KG 1KG 500G 100G 60G 25G 437 240 130 40 20 10 V/S
  • 3. competitors Price  The pricing strategy for Surf excel have always been in accordance with its competitors .
  • 4. PLACE  Great distribution & availability  Covering throughout Pakistan  Distribution channel PROMOTION
  • 5. Promotion is mainly through Ads,billboards Public relation( parks,art club & games for children) Sales promotion Online promotion strategies –website Various initiatives “Surf Excel and You” suggesting mothers to encourage active learning in their children, mother‟s pride – in which mothers can share their pride stories - special moments from the moment they have children, knowledge beyond books, expert advice Children‟s Club Social media marketing through facebook – Santa ClausCarnival etc. Surf Excel : Daag Acche Hain Surf Excel has it’s own YouTube channel wherein children share their “Dirt is Good” experiences Surf Excel tied up with the movie – Chillar Party Surf Excel Daag Acche Hain PRODUCT
  • 6. PRODUCT  SURF EXCEL  Advance  Tropical  Small & mighty  Automatic  Blue detergent  Quick wash Quality: Removal of stain 10/10 reflects its quality Brand name: Strong brand name Packaging: attractive, colourful & unique,Convenience product Surf Quick wash VS ARIEL COMPLETE • Low Lather detergent powder • Contains pink noodles, green and blue speckles