Strategic Management - Final Presentation - Nov - 11 - 09
Group Members• Hina Thobani• Sana Ghulam Ali• Syed Anser Ahmed• Syed Muhammad ImranSTRATEGIC MANAGEMENTDR. MUSTAGHIS-UR-REHMANSZABISTFALL 2009
“A market is never saturated with a goodproduct, but it is very quickly saturated with abad one.” ~ Henry Ford
The following two companies and their brandswere selected:1. Unilever and Surf Excel2. Engro Foods and Olpers The reasons for selection:1. Two of the most visible brands today2. Two of the most robust and successfulcompanies
1. Analyzing the brand awareness and usage ofSurf Excel and Olpers.2. Analyzing the point of differentiation createdby the two products and how much successfulthey are in communicating thesedifferentiations to the target market.3. Checking the judgments and associationsconsumers have developed with the brands.4. Checking the customer’s ultimate loyalty withthese brands.5. Suggesting recommendations forimprovements.
In our project we have used a descriptiveresearch technique, to find out theconsumer’s evaluation of the attributes ofthese brands
Questionnaires were used as a research tool.Both close ended and open-ended questionsare included in the questionnaires to find outthe detailed view of the respondents on thepurpose under research.
Overall survey consisted of 40questionnaires.
Lever Brothers Pakistan Limited is the largestConsumer Products Company in Pakistan LBPL was incorporated in Pakistan in 1948 Dalda Banaspati was the first product to comeout of the company followed by Lux toiletsoap in 1954.
At present they market a host of householdproducts named under the following productgroups HOME & PERSONAL CARE SPREAD & COOKING PRODUCTS CATEGORY BEVERAGES ICE CREAM
Surf Excel was launched back in 1995 Surf Excel is a laundry detergent which hasbeen met with persistent success and growth. Product Inception: Customer wants apremium quality washing powder withsomething extra in it Super Active Surf and Ultra Surf which werelosing the market share at that time weremerged in one single brand calledSurf Excel
Question 1: Which brand of washingdetergent do you use for washing clothes?
Question 2: If Surf Excel, then for how longhave you been using this brand?
Question 4: Rank the promotions of SurfExcel on a scale of 1 to5 in comparison withits competitors
Question 5: On which of the followingmediums have you seen the promotions ofSurf Excel?
Question 6: Surf Excel has created morebrand awareness as compared to otherdetergents because of its idea ‘Dirt is good’?
Analysis of Promotional Strategy◦ Brand Repositioning◦ Brand drilling (Surf Excel Hai Na)◦ Targeting Children◦ Surf Excel’s Painting Campaign◦ Agar Kuch Karne Se Acha Hota Hai To Daag ToAchay Hain Na◦ Contributing to the Society
Engro Foods (Pvt.) Limited (EFL) is asubsidiary of Engro Group One of the most reputed enterprises inPakistan with more than 40 years ofdiversified business operations in the areas offertilizer and chemicals. Engro Foods has entered the Food businessthrough milk processing and sale The plant has been established at a cost ofRs. 1 billion which provides directemployment to 750 people.
Question 1: Which milk is preferred at yourhome?
Question 2: If processed milk, which branddo you use?
Question 3: If Olpers, which brand were youusing before the launch of the product?
Question 4: What do you like most aboutOlpers?
Question 5: Rank the promotions of Olperson a scale of 1 to 5 in comparison with itscompetitors
Question 6: On which of the followingmediums have you seen the promotion ofOlpers?
Analysis of Promotional Strategy◦ Positioning◦ Unique Selling Propositions (Jo dil khol kay jeetayhain unheen kay liyay hai Olper’s.)◦ Olpers (All Purpose Milk)◦ The Product Packaging◦ Olpers is Everywhere◦ Image Building◦ Ramazan Commercials
Surf Excel well positioned in the minds of theconsumers due to effective marketingstrategies Positive Brand Image Considerable brand loyalty Company well poised with excellentreputation and strong brand following acrosssociety
Olper’s came and it conquered Exploited a need and filled the gap with anexcellent product offering Excellent marketing genius has led to strongbrand positioning and recognition across theboard
Fifty per cent of the population still uses laundrysoap to wash their clothes which comprisesmainly the low income group. Unilever has 40pcof the market for detergent powder (Surf Excel).A switch from laundry soap to detergent powderwill be hugely beneficial to Surf Excel andultimately for Unilever. As there is a huge gap between the processedand unprocessed milk consumption, Olper’sshould struggle to penetrate in rural areas inorder to gain more market share.
We will also suggest that on regular basis theexperts will do study of market within 3 monthsso as to discover any rapid change in demand orbehavior of the consumer because we have to geton with it as and when a change is required to besuccessful in the market. Profitable growth will be sustained throughfocused brand building, innovation and superiormanagement of the supply chain to achieve costcompetitiveness. This will enable the business toexpand its share of consumer spending despitethe increasing level of competition.
Dr. Mustaghis, for his support and guidance Group Members’ overall hard work andcontribution for the success of this project