Integrated Marketing Communication

Integrated Marketing Communication refer to integrating various marketing tools such as

advertising, online marketing, public relation activities, direct marketing, sales campaigns to
promote brands so that similar message reaches a wider audience. Products and services are
promoted by effectively integrating various brand communication tools.To implement integrated
marketing communication, it is essential for the organizations to communicate effectively with
the clients. You need to know how your products or services would benefit your end-users. The
more effectively you promote your brand, the more demand would it have in the market. Identify
your target audience. Remember, not everyone would need your product. Understand why would
an individual invest in your brand unless and until you have something unique and interesting to
offer. The benefits of the brand need to be communicated effectively. Integrated marketing
communication effectively integrates all modes of brand communication and uses them
simultaneously to promote various products and services among customers effectively and
eventually yield higher revenues for the organization.

Advertising
Advertising is one of the most effective ways of brand promotion. Advertising helps
organizations reach a wider audience within the shortest possible time frame. Advertisements in
newspaper, television, Radio, billboards help end-users to believe in your brand and also
motivate them to buy the same and remain loyal towards the brand. Advertisements not only
increase the consumption of a particular product/service but also create brand awareness among
customers. Marketers need to ensure that the right message reaches the right customers at the
right time. Be careful about the content of the advertisement, after all you are paying for every
second.
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Sales Promotion
Brands (Products and services) can also be promoted through discount coupons, loyalty clubs,
membership coupons, incentives, lucrative schemes, attractive packages for loyal customers,
specially designed deals and so on. Brands can also be promoted effectively through newspaper
inserts, danglers, banners at the right place, glorifiers, wobblers etc.
1. Direct Marketing
Direct marketing enables organizations to communicate directly with the end-users.
Various tools for direct marketing are emails, text messages, catalogues, brochures,
promotional letters and so on. Through direct marketing, messages reach end-users
directly.
2. Personal Selling
Personal selling is also one of the most effective tools for integrated marketing
communication. Personal selling takes place when marketer or sales representative sells
products or services to clients. Personal selling goes a long way in strengthening the
relationship between the organization and the end-users.
Personal selling involves the following steps:
Prospecting - Prospecting helps you find the right and potential contact.
Making first contact - Marketers need to establish first contact with their prospective
clients through emails, telephone calls etc.An appointment is essential and make sure you
reach on time for the meeting.

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The sales call - Never ever lie to your customers. Share what all unique your brand has to offer to
customers. As a marketer, you yourself should be convinced with your products and services if
you expect your customers to invest in your brand.
Objection handling - Be ready to answer any of the clients queries.
Closing the sale - Do not leave unless and until you successfully close the deal. There is no harm
in giving customers some time to think and decide accordingly. Do not be after their life.
Public Relation Activities
Public relation activities help promote a brand through press releases, news, events, public
appearances etc.The role of public relations officer is to present the organization in the best light.
Integrated marketing communication is an approach to promote products and services (brand
promotion) where various modes of marketing are integrated so that similar message goes to the
customers. According to integrated marketing communication, all aspects of marketing
communication work together to promote brands more effectively among end-users and also for
better results. Brands are promoted through advertising, sales promotions, banners, hoardings,
public relations, social networking sites and so on simultaneously to increase brand awareness
among potential end-users.

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One of the most effective ways to promote brands is through effective communication.
Organizations need to communicate well with not only the potential customers but also existing
customers. Communicating effectively not only strengthens relationship with your clients but
also gives organizations an edge over competitors. Remember, effective communication enables
message and relevant information to reach the recipients in the desired manner. Why would a
customer invest in your brand if he/she is not aware of the products features and benefits? The
unique selling points of brands need to be communicated well to the end-users by effectively
integrating various brand promotion tools.
Following are the various ways which enable organizations to communicate effectively with
customers.
Advertising
Online Promotions
Direct Marketing
Hoardings, Banners
PR Activities
Internet, Emails and so on.

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Marketers need to promote two way communication with customers. The feedback of customers
is essential and should be monitored regularly, if you really wish to survive in the long run. Your
customers must be able to reach you conveniently for them to develop a sense of attachment and
loyalty towards your brand.Various modes of brand communication need to be managed
effectively so that similar message reaches customers. For Example if your advertisement says
your products are eco friendly, the bill boards, and banners must also share the same message.
The integration needs to be done smartly and effectively.

The first step towards managing integrated marketing communication is to identify the
target audience. You need to understand who all are the customers who would actually
benefit from your products. Understand their needs and expectations.

The second step is to know what you intend to communicate. No brand promotion tools
would help unless and until you are really sure of what you want to share with your
potential and existing customers.
Carefully design your message. Check the content of the message, message structure,
format, spellings and so on.

The next step is to identify the various channels of communication. You need to be really
careful while selecting the channel of communication so that the right message goes to
the right customer at the right place and right time.

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Allocate right resources for brand promotion. Decide how much can you spend on
various marketing and promotional activities. A marketer needs to wisely assign budgets
for various promotional activities such as advertising, PR activities, banners and so on.

The most crucial step is to measure the results of integrated marketing communication.
Find out whether the combination of all marketing tools has actually helped you reach a
wider audience and promote your brands more effectively.

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Benefits of IMC

Although Integrated Marketing Communications requires a lot of effort it delivers many

benefits. It can create competitive advantage, boost sales and profits, while saving
money, time and stress.

IMC wraps communications around customers and helps them move through the various
stages of the buying process. The organisation simultaneously consolidates its image,
develops a dialogue and nurtures its relationship with customers.

This 'Relationship Marketing' cements a bond of loyalty with customers which can
protect them from the inevitable onslaught of competition. The ability to keep a
customer for life is a powerful competitive advantage.

IMC also increases profits through increased effectiveness. At its most basic level, a
unified message has more impact than a disjointed myriad of messages. In a busy world,
a consistent, consolidated and crystal clear message has a better chance of cutting
through the 'noise' of over five hundred commercial messages which bombard customers
each and every day.

At another level, initial research suggests that images shared in advertising and direct
mail boost both advertising awareness and mail shot responses. So IMC can boost sales
by stretching messages across several communications tools to create more avenues for
customers to become aware, aroused, and ultimately, to make a purchase

Carefully linked messages also help buyers by giving timely reminders, updated
information and special offers which, when presented in a planned sequence, help them
move comfortably through the stages of their buying process... and this reduces their
'misery of choice' in a complex and busy world.

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IMC also makes messages more consistent and therefore more credible. This reduces
risk in the mind of the buyer which, in turn, shortens the search process and helps to
dictate the outcome of brand comparisons.

Un-integrated communications send disjointed messages which dilute the impact of the
message. This may also confuse, frustrate and arouse anxiety in customers. On the other
hand, integrated communications present a reassuring sense of order.

Consistent images and relevant, useful, messages help nurture long term relationships
with customers. Here, customer databases can identify precisely which customers need
what information when... and throughout their whole buying life.

Finally, IMC saves money as it eliminates duplication in areas such as graphics and
photography since they can be shared and used in say, advertising, exhibitions and sales
literature. Agency fees are reduced by using a single agency for all communications and
even if there are several agencies, time is saved when meetings bring all the agencies
together - for briefings, creative sessions, tactical or strategic planning. This reduces
workload and subsequent stress levels - one of the many benefits of IMC.

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Barriers to IMC

Despite its many benefits, Integrated Marketing Communications, or IMC, has many
barriers.

In addition to the usual resistance to change and the special problems of communicating
with a wide variety of target audiences, there are many other obstacles which restrict
IMC. These include: Functional Silos; Stifled Creativity; Time Scale Conflicts and a
lack of Management know-how.

Take functional silos. Rigid organisational structures are infested with managers who
protect both their budgets and their power base.

Sadly, some organisational structures isolate communications, data, and even managers
from each other. For example the PR department often doesn't report to marketing. The
sales force rarely meet the advertising or sales promotion people and so on. Imagine
what can happen when sales reps are not told about a new promotional offer!

And all of this can be aggravated by turf wars or internal power battles where specific
managers resist having some of their decisions (and budgets) determined or even
influenced by someone from another department.

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It shouldn't matter whose creative idea it is, but often, it does. An advertising agency may not be
so enthusiastic about developing a creative idea generated by, say, a PR or a direct marketing
consultant.
IMC can restrict creativity. No more wild and wacky sales promotions unless they fit into the
overall marketing communications strategy. The joy of rampant creativity may be stifled, but
the creative challenge may be greater and ultimately more satisfying when operating within a
tighter, integrated, creative brief.
Add different time scales into a creative brief and you'll see Time Horizons provide one more
barrier to IMC. For example, image advertising, designed to nurture the brand over the longer
term, may conflict with shorter term advertising or sales promotions designed to boost quarterly
sales. However the two objectives can be accommodated within an overall IMC if carefully
planned.
But this kind of planning is not common. A survey in 1995, revealed that most managers lack
expertise in IMC. But its not just managers, but also agencies. There is a proliferation of single
discipline agencies. There appear to be very few people who have real experience of all the
marketing communications disciplines. This lack of know how is then compounded by a lack of
commitment.
For now, understanding the barriers is the first step in successfully implementing IMC.

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Communications Theory

How do we communicate? How do customers process information? There are many models and
theories. Let's take a brief look at some of them.
Simple communications models show a sender sending a message to a receiver who receives
and understands it. Real life is less simple - many messages are misunderstood, fail to arrive or,
are simply ignored.
Thorough understanding of the audience's needs, emotions, interests and activities is essential to
ensure the accuracy and relevance of any message.
Instead of loud 'buy now' advertisements, many messages are often designed or 'encoded' so that
the hard sell becomes a more subtle soft sell. The sender creates or encodes the message in a
form that can be easily understood or decoded by the receiver.
Clever encoding also helps a message to cut through the clutter of other advertisements and
distractions, what is called 'noise'. If successful, the audience will spot the message and then
decode or interpret it correctly. The marketer then looks for 'feedback' such as coupons returned
from mailshots, to see if the audience has decoded the message correctly.
The single step model - with a receiver getting a message directly from a sender - is not a
complete explanation.
Many messages are received indirectly through a friend or through an opinion leader.
Communications are in fact multifaceted, multi-step and multi-directional. Opinion leaders talk
to each other. Customers talk to opinion leaders and they talk to each other.

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Add in 'encode, decode, noise and feedback' and the process appears more complex still.
Understanding multiphase communications helps marketers communicate directly through mass
media and indirectly through targeting opinion leaders, opinion formers, style leaders,
innovators, and other influential people.
How messages are selected and processed within the minds of the target market is a vast and
complex question. Although it is over seventy years old, rather simplistic and too hierarchical, a
message model, like AIDA, attempts to map the mental processes through which a buyer passes
en route to making a purchase.
There are many other models that attempt to identify each stage. In reality the process is not
always a linear sequence. Buyers often loop backwards at various stages perhaps for more
information. There are other much more complex models that attempt to map the inner
workings of the mind.
In reality, marketers have to select communications tools that are most suitable for the stage
which the target audience has reached. For example, advertising may be very good at raising
awareness or developing interest, while free samples and sales promotions may be the way to
generate trial. This is just a glimpse into some of the theory. Serious marketers read a lot more.

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Golden Rules
Despite the many benefits of Integrated Marketing Communications (or IMC); there are also
many barriers. Here's how you can ensure you become integrated and stay integrated - 10
Golden Rules of Integration.
(1) Get Senior Management Support for the initiative by ensuring they understand the benefitsof
IMC.
(2) Integrate At Different Levels of management. Put 'integration' on the agenda for various
types of management meetings - whether annual reviews or creative sessions. Horizontally ensure that all managers, not just marketing managers understand the importance of a consistent
message - whether on delivery trucks or product quality. Also ensure that Advertising, PR,
Sales Promotions staff are integrating their messages. To do this you must have carefully
planned internal communications, that is, good internal marketing.
(3) Ensure the Design Manual or even a Brand Book is used to maintain common visual
standards for the use of logos, type faces, colours and so on.
(4) Focus on a clear marketing communications strategy. Have crystal clear communications
objectives; clear positioning statements. Link core values into every communication. Ensure all
communications add value to (instead of dilute) the brand or organisation. Exploit areas of
sustainable competitive advantage.
(5) Start with a Zero Budget. Start from scratch. Build a new communications plan. Specify
what you need to do in order to achieve your objectives. In reality, the budget you get is often
less than you ideally need, so you may have to prioritise communications activities accordingly.

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(6) Think Customers First. Wrap communications around the customer's buying process.
Identify the stages they go through before, during and after a purchase. Select communication
tools which are right for each stage. Develop a sequence of communications activities which
help the customer to move easily through each stage.
(7) Build Relationships and Brand Values. All communications should help to develop stronger
and stronger relationships with customers. Ask how each communication tool helps to do this.
Remember: customer retention is as important as customer acquisition.
(8) Develop a Good Marketing Information System which defines who needs what information
when. A customer database for example, can help the telesales, direct marketing and sales force.
IMC can help to define, collect and share vital information.
(9) Share Artwork and Other Media. Consider how, say, advertising imagery can be used in
mail shots, exhibition stands, Christmas cards, news releases and web sites.
(10) Be prepared to change it all. Learn from experience. Constantly search for the optimum
communications mix. Test. Test. Test. Improve each year. 'Kaizen'.

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COMPANY PROFILE OF SURF EXEL

Unilever Pakistan Limited manufactures and markets home and personal care products,
beverages,icecream,andspreadsintheUnitedKingdom.Thecompanyprovidesfoodproducts,
suchassoups,bouillons,saucesanddressings,noodles,completemeals,margarineandspreads,

olive

oil, and tea, as well as frozen foods; cleansing and hygiene products for the home care
market;andskincleansing,deodorants,andantiperspirantsforpersonalcaremarket.Itoffersits
products under Close Up, Axe, Dove, Rexona, Sunsilk, Wheel, Rafhan, Surf Excel, Comfort,
Lux,Ponds,Lifebuoy,Lipton,BrookeBond,Energile,Knorr,PearlDust,andSupremebrands.
Thecompanywasfoundedin1872andisbasedinKarachi,Pakistan.UnileverPakistanLimited operates
as a subsidiary of Unilever Overseas Holdings Limited.

KEYTOSUCCESS:
To build customer value, satisfaction and hardcoreloyalty with the brand.

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SurfExcel
Surf Excel is the oldest detergent brand to be present in Pakistan since 1960. It mightsound
strangeforaleadinglaundrybrandlikeSurfExceltosaythatdirtisgood,buthealthyactivities

involving

dirt are essential to development. It's howkids 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
accordingtoconsumerneeds.Beingapioneer,Surfhadtoworkhardtogainacceptanceintheearlydays.
To educate housewives about its use, house to house demonstration were organized in Lahore
and
Karachi.Freesampleandcouponswerealsodistributedtorecruitconsumer.Therehasbeennolooking
back since the brand has undergone numerous product quality improvements to offer best
cleaning results.Over theyear, therehasbeenemergenceof low unit pricepacks.
Withcontinuoustechnologicalinnovations,thebrandhasalwaysmanagedtofightoffcompetition.Surf
Excel,whichhittheshopsrecently, hasalreadygainedareputationfor thebestinthemarket

UNILIVERSMESSAGE:
Wehavealwaysbelievedthatdirtisavaluablewaytoenrichourlives,bothyoungandold.To ensurethat
everyone, anywhere in thecountry, can share in this initiative, we're investing heavily
indevelopingarangethatsuitsthepocketsofallincomegroups.Thishasincludedlaunching
affordableskusthatnotonlyofferthetopcleanadvantagesofSurfExcel,butalsoreducethe time, physical
effort and amount of water needed to wash clothes by hand.

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BRANDPHILOSOPHY:
SurfExcelbelievesthatstainsaregood.Thisisbecausewhenchildrengooutandplayandget
dirty,theydon'tjustcollectstains.Theyexperiencelife,makefriends,sharewitheachotherand
learnfromeachother.Thishelpsthemgetstrongerandgetreadyfortheworldoutside.Along
withdirtbeinganobstacletowardsplay=experience=learning,whataretheotherreasonsfor kids not
playing enough in todays world?
In2005&2006SurflaunchedPaintandGamesMastiwherechildrenwereinvitedtoparticipate in
various activities designed to communicate that Dirt is Good.
Thisyearhowever,SurfhastakentheconceptofDirtisgoodbecauseDirt=Play&PlayIs Goodto a
deeper level and addresses theissues surrounding childrens play: theidea of learning
throughplay,theobstaclestowardsplay,theimpactofnotenoughplayforourchildren.Asa
sociallyresponsiblecompany and brand,itbelievesthatthey can createaplatform onwhichthey can
take this message forward to showcase how playing helps children mentally and physically.

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1.1MarketDescription
TotalperannumsaleofdetergentsinPakistanisupto2,40,000tonsoutofwhichSurfExcel claims96000
tons.Surf Excelis having 40percentmarket shareinvolume. Salesareexpectedto be increased to
2% to 4% in the next few years.
SurfExcelisnotjusttargetingthemiddleincomecategory.Withthebroadestsocio-economic footprint
amongst consumer goods competitors, Surf Excel is also looking at lower income
marketaswellasthehigherincomebracketwithdifferentsetsofproducts.Thatwastheincome bracket
but if weanalyze the commercials aired on TV or Radio or via print media we will notice
thatmostofthecommunicationisdonebythehelpofchildrenthroughtaglinedirtisgood.The
philosophybehindthisisthechildrenarethebestinfluencersforthedeciders.Thechildrenwith

this

eyecatching phrase try to influence the decision of their parents (mainly mother) who are the
deciders. Segmentation isdoneon thebasisof Living standard measure(LSM), which ranges from
1 to 15. 1 denotes those people who are living from hand to mouth, whereas 15 denote
extremelyrichandeliteclass.LSMismeasurebyanumberofvariablessuchasnoofmobile phones ina
house, no of cars, income bracket, etc. Surf Excelstarts from 6 who can afford washing
machine for washing.

1.2ProductReview
SurfExcelisaproductofUnileverwhichisatgrowthstageasithaslargemarket.InMarket
SurfExcel50gramshashugemarketsharewithrespecttootherSashes.Whiledemandof500 grams is
very low.50 grams is facilitating the class B and Lower B. And 500grams are facilitating the
Class Aand Class B+.

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A comparison of cost price with sale price of Products in productline

PRODUCTLIFECYCLE:
Surf Excel is at growth stage unlike Lux which is at Maturity. The Surf is still showing an
increase in profits (approximately 25% this year). At growthif the sales are stagnant or not
increasingcompanycanrelaunchorrepositionitsproducttogiveaboostasitwaspreviously done with
Lifebuoy.

Ariel

Surf Excel major competitor in the Pakistani Marketis Arial.

History
When we talk about P &G then question arises what stands for it, basically it stands for
Proctor & Gamble. Basically itcame into existence in 1837 in queen city of west.
William Procter quickly established himself as a candle maker. James Gambleapprenticed
himselftoasoapmaker.Soontheystartedtoworkcombinein1837;aboldnewenterprisewas

born:

Procter &Gamble. On April 12, 1837, William Procter and James Gamble start
makingandsellingtheirsoapandcandles.OnAugust22,theyformalizetheirbusinessrelationshipby
pledging $3,596.47 apiece. The formalpartnership agreement is signed on October 31, 1837.
They arealso in the process to facilitate on the base of providing washing powder.

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Need
Use for the purposeto 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 provideatheme which causeto have happiness.
TARGET MARKET OF ARIEL
Ariel hasadopted the strategy of market aggregation. ARIEL target market includes Middle
Class, Upper Middle Class and Upper Classes of the population of Pakistan. The Ladiesof
Pakistan who are very conscious about their family.
MARKETINGPOSITIONING
Ariel is considered to be a trusted and premium brand of Pakistan. Procter andGamble is
positioningtheirproductinthebestoftheircustomersatisfaction.Aschargingmoneytheyare
positioning their product as best useas wellas 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.

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Price Comparison with different Players

Distributors are the institution through which availability of products is possible. Unilevers
distributorshaveaverygoodrelationshipwiththem.Andtheimportantthingisthattheymust

integrate

into total marketing mix because of time and money required to setup an efficient channel.

DISTRIBUTIONSTRATEGIES
Unilever uses the following multiple channel of distribution.

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Unileverusesalotofdistributorsandretailerstosupplyitsproductsineachmarketwherethe
finalcustomermightreasonablylookforit.Whileappointingadistributorforaparticulararea,
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.
Effect of Distribution on sales trend
Designing of channel for Surf Excel
Unilever has adopted the method of intensive distribution for Surf Excel because the target
market of this productis segmented for washing clothes using any method.
The customer wantto purchase this product from nearest shop as this is convenience product.
Macro-Environment
DetergentMarketisgrowingby16%intensively.AtpresentConsumerpreferdetergentonthe

base

ofquality. Pakistani Peoples are moving from rural areas to urban areas as life style is changing.
Demographics
In the case of

SURF EXCEL the demographics that we have found out are , that any

housewifewhoisbothpricesensitiveaswellasquality conscious,belongsto anyclass,any occupation

, if can afford SURF EXCEL will buy it.
Psychographics
Peoplewhoareambitious,hygieneconscious,thosewhowanttobeauthorativeareSurfExcel buyers,
because when itcomes to personality values than no compromise.

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SWOT AND ISSUESANALYSIS

SWOTAnalysis
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 employees

Weakness
Hugeinventory stocks of raw material
Weak spending on R & D
Internal operating problems
Opportunities
Rapid market growth
Changing customers needs & wants as life stylechange
Tocreate relation with society on the social marketing basis
Pakistan peoples moves from soap to detergent

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Threats
Thereis very tough competition in detergents markets
Low profit margins
Smuggled brands of CHINA
Newcompetition in the market
Increases in taxes
Increases in prices due to fuel prices

ISSUESAnalysis
There are some issues which wereaddressed to put into consideration:
For Sales growth they need highly intensive distribution and strong promotions
Unilever is facing competition from P&G as on the base of different brands market share
Unileverhastomaintainitsdifferencefromotherbrandsascreatinguniquevalues;those others
are not giving with core product.
Salesgrowthispossiblewhenproductremainsatfixedpriceforaspecifictimeperiodand this
depend on cheapest raw material handling and its transporting.

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OBJECTIVES
The objectives of the Surf Excel is
To be the best possible cleaning solution in the market

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

consumersandcustomersandtorespondcreativelyandcompetitivelywithbrandedproducts
and services, which raise the quality of life?

Total commitment to exceptional standards of performance and productivity, to working

together effectively and to a willingness to embrace new ideas and learn continuously.

Tomaintainhigheststandardsofcorporatebehaviortowardsemployees,consumersandthe
societies and world to acquire success.

The major points are as follows:

o Sales growth
o Revenue
o Market positioning
o Enhance Market shares

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MARKETINGSTRATEGIES
SurfExcelisconsideredtobeatrustedandpremiumbrandbecauseofitsuniqueassociation. Unilever is
positioning their product in the best of their customer satisfaction which also
differentiatefromtheircompetitors.Theyarecreatingenvironmentforpeopletohavealifeeasy
chance. As regarding theimage thereis messagefor thepeoples to avoid onthe occasionsto
restrict when kids arein 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.
Management is developed following marketing strategies for upcoming year:
TargetMarket:
Mainlyhousewivesbutthethingshavetobeseenincontext.Pakistansmiddleincomegroup comprises
about35millionconsumers. But Surf Excel is not just targeting the middle income category.
With the broadest socio-economic footprint amongst consumer goods competitors, Surf
Excelisalsolookingatlowerincomemarketaswellasthehigherincomebracketwithdifferent sets of
products.

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Advertising
IfweanalyzethecommercialsairedonTVorRadioorviaprintmediawewillnoticethatmost of the
communication is done by the help of children through tagline dirt is good. The
philosophybehindthisisthechildrenarethebestinfluencersforthedeciders.Thechildrenwith

this

eyecatching 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 supportthe 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 consumer
needs. Since the brand has undergone numerous product quality improvements to offer best
cleaning results.

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Size
Surf Excel is available in different quantities which are as follows
25g, 50sg, 115g, 500g, 1kg and 2kg.
Surf Excel is planned to introduce some other quantities in bag in themarket.
Price
Priceissimplythecostplusprofitofthefirm.Therearemanycompetitors inthemarket.As their products
are highly quality .so usually they charge high prices. So theManagement has considered about
thecompetitive price while selecting new price and schemes.
Prices are set by taking into consideration

o What Customer believes for high price & high quality?

o
o

There price are high. becausethey believes in zero defects.

They charge different prices to registered and unregistered retailers.

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ices are set by taking into consideration the size, type of product.

Surf Excel
Discounts
Aquantitydiscountispricereductiontothosewhobuylargevolumes.Thisisgiventoincrease
companysales.SoUnileverisdecidingtoallow1%discounttodistributors&wholesellerson purchase
of Surf Excel of worthRs 800.
PROMOTIONS:
Sales Promotion is increased by 10%this year.
Sales Force in Surf Excel is divided into 3 types: General Trade (general stores,
Kiryanastores,MedicalandGeneralStores),Local moderntrade(superstoressuchasAghaz, Naheed,
D-Mart), and International Modern trade (Large houses such as Makro.

OutdoorMediaAgencyisappointedfortheadvertisingcampaignsviabillboardandsignboards.
TheseOMAclassifydifferentregionsunderStrata,rangingfrom1to6.Strata1includecities
likeKarachiandLahore,Strata2includescitieswithcomparativelylessdensityandsoon.They

may

select sites as per the following example:

Strata 1 would have 60% advertising sites. Strata 2 would have 20% advertising sites. Strata 3
would have 20% advertising sites.
Theymaybookthesiteeitherfor30,60or90daysdependinguponthenatureoftheproduct, budget ofthe
campaign, and rent of the site selected. The mosteffective advertising site in PakistanisShahrahe-Faisal.Theeffectivebillboardwhichisdisplayedontheleftofthedriver and is ata height of 40 to 50
feet, with an exception of flyovers, bridges, and high altitudes road.

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Locations
Ason thebasisof Surf Excel Unilever isfocused on allareas through which it ispossible to cover
different classes needs.
PACKAGING:
SurfExcel,mainlyUnileverhasnewPhenomena.Itconsultsall3trademodels(Generaltrade,
Localmoderntrade,andInternationalmoderntrade)whiledesigningpackagingforSurfExcel.
Packaging should beto create impulsive desires, and it should stand outamong its competitors. It
is where Product development team and marketers come into action in furnishing packaging
standards for all its product ranges.
Inventory
As Unileverproducts are convenience product. So theyare decided to maintain their position
strongas containstheinventories in hugeamounts.Through whichit will bepossibletofacilitate the
market on times as placing it after every two days.

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Personal selling
Order takers:
Unileverhas employees whoper form the activity of order taking from different areas to
facilitate theretailers.There usuallonedaycompanyperformstheactivityofordertakingandverynext
day they deliver the Surf Excel to the destination.
Stalls:
Company will arrangetheir stalls in the exhibition at which the products are displayed.
MarketingResearch
Management is planned to allocate sameexpenditure budget for marketing
research as current year.

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ACTION PROGRAMMES
There are some actions plans areconsidered this year to achieve business objectives:
ExpendituresonMediaadvertisementwillbeapproximatelyRs30,000,000in2010whichwas
Rs27,939,217in2009with1.35%oftotaladvertising expendituresinPakistan
KidspaintingprograminExpo-centreKarachiwillbeheldSecondquarterof2010
ThecompanywilllaunchtheschemeInwhichcertainpointswillbegiventowholesalersonthehighests
alesof surfexcelonthebasisofwhichcertainincentiveswill

beprovidedtopeakwholesalers

FORECASTANDBUDGET
Total per annum sale of detergents in Pakistan is up to 2, 40,000 tons out of which Surf Excel
claims 96000 tons. Surf Excel is having 40 percent market sharein volume and is focusing
onincreasing the market share up to 42 % to 44 %.

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BIBLIOGRAPHY

http://en.wikipedia.org/wiki/Surf_Excel
http://www.unilever.com/ourbrands/homecare/Surf.asp Unilever - Surf
http://www.surfexcel.in Hindustan Unilever - Surf Excel
http://www.surfexcel.in/

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