Unilever Talent Hunt 2015

Task Submission
Team Name:

IDOHCAB

Team Members:
Emad Aamer

Hamza Ali Hussain, Mohammad Shaaz and

University:
H-12, Islamabad

National University of Sciences and Technology

The Idea:
The DiG social mission, assigned as a challenge to us, is a BTL campaign of
supporting 1 million children gain access to quality education by the name
Preparing Children for Tomorrow. Considering that it had to be a BTL campaign
focusing on modern moms, the best possible medium, to convey our message and
raise awareness for out-of-school children, is itself schools.
Our prime objective is to gather moms of children attending playschool,
Montessoris and primary school. Therefore, places where moms would usually
gather were considered such as shopping malls, parks, festivals and schools.
Schools came as the winner amongst the options due to various reasons. We can
easily target our audience in school, which is modern moms with children aged 4-12
years. Also, the educational environment found in schools will assist in raising
awareness of the out-of-school children in the moms, using slogans such as I want
to study too the underprivileged child.
Firstly, we will choose 10-20 children from the thousands of children webbed in the
child labor network throughout Pakistan and provide them a one days experience of
a school going children. Having them experience a life of school going children,
interview them to discuss the difference they felt and prospects they see if they can
get access to quality education daily. Record a video to be used to inspire mothers
during our BTL campaign.

Execution:
Events will be organized in schools in which there will be seminar conveying the DiG
USLP mission to the moms. Moms will be ensured that a portion of the profit Surf
Excel gains from their sales will donated for the cause of providing access to out of
school children.
Three basic activities can be arranged to increase awareness and inspire mothers
and children towards our social mission:

Seminars stating facts about current education state in Pakistan

Motivating modern mothers to volunteer for giving speeches to child labor
and also to the rural and working mothers of lower class of society.

The video created earlier about one day experiences of children out of school
will be shown in seminars as well to make mothers realize the need of
education accessibility to every child in Pakistan.

The seminars being held would involve fun activities for children and mothers
emphasizing on the importance of surf excel more importantly Dirt is good which
should convey the message that in order to learn and unleash the hidden potential
of a child it is important to provide an open environment. These activities are to
breed brand love in moms. Playing fun activities with their children in an
environment flooded with Surf Excel banners and pictures will psychological make
the moms associate their love with their children with Surf Excel and hence build
brand love and unlock magic.
Preparing children for a better tomorrow should intend not only to settle the children
not studying yet into good schools but also unleashing potential and providing a
platform to the already school going children for a bright future ahead.
This BTL campaign will first be carried out at one specific school using the Rs. 20000
provided. This plan is feasible as the only expenses include panaflexes, stationery
etc. needed for activities. Once successful, it can be carried out in various schools
simultaneously throughout the country therefore proving its scalability.
Once the BTL campaign is successfully launched in different cities, it can be scaled
up to an above the line marketing strategy once our BTL campaign has concluded
amongst different schools throughout the country.
We contacted different schools to inquire if they will allow us to campaign in their
school. We got a thumbs up from American Grammar School, Sialkot and Habib
Public School, Karachi. Other schools with which talks are in order include Roots
Groups of Schools, Islamabad, BMI, Islamabad, DMAS, Islamabad and Saint
Michaels Convent School, Karachi.

Brand Affiliation:

Surf Excel will donate a portion of the profit generated from the sales in
helping underprivileged students gain access to education;
Brand image should be presented in such manner that will empower the bond
with the consumers;
Brand Love Key of Surf Excel which is freedom from dirt will be linked with
freedom for children resulting in less mental tension on children resulting in
more opportunities.
Believers tool is to be used to invoke a sense of belief in consumers. A sense
that they are not just buying a detergent but rather are helping the society.
This will help maintaining brand equity and brand love.
All the above points will give brand a purpose and a sustainable strategy.

SWOT Anaysis:

Strengths
Surf Excel has a strong
brand image
Constant research and
projects helps maintain the
stakeholders in the current
market
Unilever has a very strong
marketing department to
broadcast any mission
worldwide
Reach of products is
extended to over 78
countries
Opportunities
Increasing demand for
premium products will allow
the USLP campaign to
flourish under surf excel.
Our aim with this mission
would be changing the
lifestyles of underprivileged
children and families.
Growing population need
such a platform to gain
access to equal
opportunities

Weaknesses
Social Mission activation
would need relatively
higher priced products
Laundry industry has a vast
variety of products
resulting in confusion
amongst buyers.
The product being sold is
easily imitable, hence
uniqueness in product is to
be ensured to maintain
brand equity scores
Threats
Increase in costs could
decrease product popularity
P&G is the competitor to
take over the market in
case of failure
Ever expanding local
detergent production within
Pakistan