Contents

Introduction of Project: .............................................................................................................................. 3

Connection between Consumer Purchase Decision and Brand Loyalty: .................................................. 3
Literature Review: ...................................................................................................................................... 4
Importance of Study: .................................................................................................................................. 6
Rational of Study: ....................................................................................................................................... 7
Objectives of Study: .................................................................................................................................... 7
Introduction of Surf Excel: ........................................................................................................................ 8
History: ..................................................................................................................................................... 8
Marketing Mix of Surf Excel .................................................................................................................... 9
Product Strategies: ................................................................................................................................ 9
Placement Strategies: .......................................................................................................................... 10
Pricing Strategy:.................................................................................................................................. 10
Promotional strategies :....................................................................................................................... 12
SWOT Analysis: ..................................................................................................................................... 13
Strengths: ............................................................................................................................................ 13
Weaknesses: ........................................................................................................................................ 13
Threats: ............................................................................................................................................... 13
Opportunities: ..................................................................................................................................... 13
Introduction of Bonus: ............................................................................................................................. 14
History: ................................................................................................................................................... 14
Competitive Advantage: ......................................................................................................................... 15
Marketing Mix of Bonus:........................................................................................................................ 15
Product Strategy: ................................................................................................................................. 15
Pricing Strategy:.................................................................................................................................. 16
Placement Strategy: ............................................................................................................................ 16
Promotional Strategy: ......................................................................................................................... 17
SWOT Analysis of Bonus:...................................................................................................................... 18
Strength: .............................................................................................................................................. 18
Weaknesses: ........................................................................................................................................ 18
Threats: ............................................................................................................................................... 18
Opportunities: ..................................................................................................................................... 18

1
Comparison of Surf Excel and Bonus: ........................................................................................................ 19
Conclusion: ................................................................................................................................................ 24
Recommendations:.................................................................................................................................... 25
Recommendations for Surf Excel: .......................................................................................................... 25
Recommendations for Bonus: ................................................................................................................. 25
Bibliography: ............................................................................................................................................. 26

2
Introduction of Project:

Fabric Detergents are the basic need of homemakers to get them free from stains and whiten their
clothes. There are wide range of detergents brands in Pakistan and every brand is best than other
and successfully targeting the customers of its own level. This project is based on the
comparative study of two brands from the home care product industry that includes Surf Excel
and Bonus. This study will be based on the outlooks of brand awareness, price comparison,
product quality, appearance of product and social influence to gain customer purchase behavior
and decision towards their brand and how effectively brand experience, brand trust, commitment,
quality and level of satisfaction is delivered to consumer so that it may leads to purchase decision
and then to repurchase intention and get a sign of brand loyalty. (Yu-Syuan Chen1, 25 July 2016)

Both the brands are very famous and excessively used throughout the Pakistan among the fast
moving consumer goods, so more conveniently it found helpful for both brands and customers to
find which one is more beneficial on stain free level and economical level. Customer purchase
decision and brand loyalty are the mains for influencing positioning of brands within the market.
Both factors, brand awareness and brand loyalty has a great impact on consumer’s perception
about the brand equity. Basically consumers begins with a set of potential brands and
enlightened reduce the choices to make a purchase. Through this consumer gain the brand
information in order to get brand awareness which can lead to transformation of brand into brand
loyalty. The customer decision passed from the different stages to make them loyal towards
individual brand. The determinants on the basis of which we get consumer decision in our favor
and relationship quality to gain brand loyalty

Connection between Consumer Purchase Decision and Brand Loyalty:

Customer purchase decision and brand loyalty is moving around two mains the perceived quality
and price of product. No doubt there is wide range of terms that are influencing and involving in
purchase decision. But the two main factors are price and quality other factors are influencing
factors . As the terms defined in a vision by researcher are as follows:

• According to Dodds et al., A purchase decision is an attempt by customers to buy a

product or a service for a specified period of time.

3
 • According to Aaker “Perceived quality is the perception of customers about the overall
quality of a particular product or service with respect to product’s intended purpose,
usage and performance”.
• According to Kotler and Armstrong, “A commitment to re-buy the same preferred
product or services”is brand loyalty.
• According to Kotler & Armstrong defined Price as “the amount of money invested to
buy a particular product or service, or exchange of benefits for using the product or
service.”

There is a positive relation between Consumer purchase decision and Brand loyalty as if
numbers of people increase to choose the same product for purchase and it directly increase the
number of people loyal to brand.

Literature Review:

In this section I will collect literature review by different sources which were already published
data research available on customer purchase decision and brand loyalty.

The outlooks of brand awareness, price comparison, product quality, appearance of product and
social influence to gain consumer purchase decision towards their brand and how effectively
brand experience, brand trust, commitment, quality and level of satisfaction is delivered to
consumer so that it may leads to purchase and then to repurchase intention and get a sign of
brand loyalty. (Yu-Syuan Chen1, 25 July 2016)

Brand awareness entails that recognition is communication onto a brand, which allows
consumers to identify the brand product, and thus providing companies with constant
competitive advantage for low involvement products bought frequently and with a minimum of
thought and effort. Awareness can affect a consumer buying decision through a sense of
familiarity. Whereas for high involvement products, brand awareness provides consumers with a
sense of presence and assurance. . (Stokes., AUGUST 16, 2018)

According to Schmalensee (1982), the combination of brand experience and information

collected from various external sources sets standards about the preferred or alternative brand

4
selection. Therefore, brand loyalty can be influenced by both positive experience and
information about the referred brand or negative experience of the alternative brands.

According to Dodds et al., (1991), A purchase decision is an attempt by customers to buy a

product or a service for a specified period of time.

According to Aaker (1991), “Perceived quality is the perception of customers about the overall
quality of a particular product or service with respect to product’s intended purpose, usage and
performance”.

According to Kotler and Armstrong (1996), “A commitment to re-buy the same preferred
product or services”.

According to Kotler & Armstrong (2010) defined Price as “the amount of money invested to buy
a particular product or service, or exchange of benefits for using the product or service.”

In reference to buying home care product, the factors that influence consumers are
marketing efforts, socio‐cultural influences, psychological factors, personal questions,
post‐decision behaviour, and experience. (.Smith, 28 July 2003)

Experiential aspects of consumption that may include feelings, fantasies and fun may play a
massive role in effecting the customer purchase decision and may leads a customer to become
loyal to brand or shift it down for last upon any incentive and financial benefit from competitors.
(Hirschman, The Experiential Aspects of Consumption: Consumer Fantasies, Feelings, and Fun,
01 September 1982)

Due to changing consumers’ lifestyle the interest in packaging is as important for sales
promotion and stimulator of impulsive buying behaviour is growing increasingly through
packaging. So package performs an important role in marketing communications, especially in
the point of sale and could be treated as one of the most important factors influencing
consumer’s purchase decision. Some researchers think that packaging is product factor while
some said it’s not because if the product get out of it packet it become separate from the product.
So it is considered as non-product factor. (Rita Kuvykaite, 2009)

Brand loyalty led consumers to happily tell others the advantages of this brand and recommend
the purchase and to rebuy the brand when it launches a new product. Customers’ perceived

5
value, brand experience, trust, satisfaction, service quality and commitment are found to be the
key influencing factors of brand loyalty. (Tso-Jen, July, 2016)

Brand loyalty is part of relationship marketing; there is a strong correlation between brand
loyalties, trust in a brand and commitment. So if a company wants loyalty then it should fulfill its
commitments and make its brand a best happening experience for its customer in this way he
may get the customer trust and make them loyal towards brand. (Setyawan, April 2015)

Marketers see today’s consumers as web-savvy, mobile-enabled data sifters who pounce on
whichever brand or store offers the best deal. In response, they’ve ramped up their interactions
with customers. But for many consumers, the rising volume of marketing messages isn’t
empowering—it’s overwhelming. Rather than pulling customers into the fold, marketers are
pushing them away with relentless and ill-conceived efforts to engage.

Importance of Study:

• This study will found help for enlightened the factors that may influence the consumer
purchase decision and brand loyalty in laundry market or detergent industry in reference
to Surf excel and Bonus.
• It may discuss the relation between consumer purchase decision and brand loyalty with
reference to different researchers that may found helpful for the new researchers and the
Companies to improve their market strategies.
• It will help in creating new bonds and relationship between the potential consumers and
the brands. Whether customer choose Surf excel or Bonus. There is also a probability that
customer may loyal or switch to other brand after studying this project.
• This study may contain recommendations for Surf excel and Bonus that may found
helpful for them to be more active in satisfying their customers and make them more
developed in market.

6
Rational of Study:
All the researchers that work on laundry industry mostly make the comparison of most closely
brands that includes Surf excel and Areil with respect to customer preference or any other aspect
But my research is unique from them because I choose those two brands that are at leading spot
but for different level of class one is purely for upper and upper middle class that may only
concern with quality and performance and the other one is purely for middle and lower middle
class that is mostly price conscious that let down other factors if there is a massive difference in
prices. So here I am enlighten those factors that may influence the consumer purchase decision it
might be price, quality, value or a way of convincing customer by effective branding. That’s why
he chose a specific brand and become loyal to them and with influence of which factors the
customer may change its mind and switch to another for example from Brite to Bonus and Surf
excel to Areil. And I enlighten those reasons that why customer choose Surf Excel over Bonus
and Bonus over Surf Excel and make recommendations from them. So directly and indirectly it’s
a value added stuff for both Surf Excel and Bonus and as well as the fabric care industry.

Objectives of Study:
The main objectives of study are to analyze relation between Consumer purchase decision and
Brand loyalty. The main objectives are as follows:

• To determine point of difference between Surf excel and Bonus on consumer purchase
decision and brand loyalty.
• To analyze marketing side of companies that made Consumer purchase decision and
leads them to brand loyalty.
• To determine the consumer preference in form of detergents
• By this customer came across the factors to be loyal for brand and brands found it helpful
to overcome their rotten eggs into fresh ones to gain loyalty.

A comparative study will be performed for the selected brands Surf Excel and Bonus under the
title of “Consumer purchase decision with respect to Brand Loyalty. It will help in creating new
bonds and relationship between the potential customers and brands.

7
Introduction of Surf Excel:

History:

Unilever was created in 1930 when the British soap-maker Lever Brothers merged with the
Dutch margarine producer, Margarine Unie. Unilever Company came into the Pakistan market in
1949 with the name of Lever Brothers Pakistan. Changed the name Lever Brothers Pakistan to
Unilever in year 2003.The leading consumer products company in Pakistan, a multinational with
deep roots in the country.
Change is inevitable and a leader must be willing to embrace change rather than resist it. When
new technology opens the possibility of a new market rather that may threaten the existing one, a
successful firm should consider entering the new market so that it will have the first-mover
advantage in it. For example Surf loss it leadership as Ariel came with a better technology
powder safe for hands and tough on dirt. Surf did a marvellous campaign of Dirt is Good. The
company has been able to maintain its leadership position because it used its resources to make a
move into competitive arena.

Vision Statement:

• Outstanding stain removal ability on wide range of stains.

8
 • Give the acute water scarcity.

Mission Statement:

• Unilever’s mission to add Vitality to life

‘Surf’, its deep rooted heritage has made it a national icon Surf Excel is known for its famous
tagline ‘Daag tou achay hain. But this is much more than just a tagline. It is a central philosophy
that the brand lives by, with an intrinsic passion to ensure child development through tactile
learning. Over the years, the brand has worked hard to build awareness on the importance of
child learning through experience. Dirt is a natural part of the process of children experiencing
life and developing. There are small rights that allow children to live fully, such as playing in a
park without the fear of getting dirty All these little but crucial experiences help nurture
creativity, and build confidence in a child. Although child development is at the very heart of
Surf Excel's message, this would not be possible without the superior stain removal properties
that come with every bag of Surf Excel. Its ability to remove a wide variety of stains effectively
is what gives Surf Excel users the ability to break free from the mundane and become liberated.

Marketing Mix of Surf Excel

Surf Excel is a detergent that has constantly upgraded its product to meet the changing needs of
Pakistan Homemaker. Its outstanding ability to remove most stain marks is one of its major plus
point. With the reference to Customer purchase decision and gaining of brand loyalty. Its
marketing mix is as follows:

Product Strategies:

Surf Excel uses natural extracts and essential oils to create products with amazing fragrances.
Surf Excel categorizes its product offerings in marketing mix into Hand wash and Machine
wash. The hand wash category is targeted at mid-rise population who cannot afford to have
washing machine or preferences. Category include Surf Excel liquid detergent, Surf Excel bar
and detergent powders such as Surf Excel Quick Wash and Surf Excel Easy Wash. For machine

9
wash, Surf Excel has launched its product under the sub-brand name of Matic. Matic product line
is specially manufactured for the front load and top load machines. Its products include Surf
Excel Matic Liquid front load, Surf Excel Matic Liquid top load, Surf Excel Matic front load and
Surf Excel Matic top load.

This classification shows that surf may identify the need recognition of the consumer and
produce their product in accordance it may increase the chances of brand loyalty because when
brand is giving best quality in affordable price to each targeted consumer, chances of satisfaction
increase that promotes them to repurchase intention and sign for loyalty.

Placement Strategies:
Surf Excel launched in markets of Pakistan in 1948.It takes help of its parent company to
distribute products in consumer market. Its intensive distribution channel includes services of
regional sales-distributor, national sales distributor and common distributors along with
wholesalers, stockiest and retailers to reach end customers via hypermarket, supermarket,
discount stores, convenience stores and corner shops. It is also possible to buy Surf Excel
products online from numerous shopping portals. Surf Excel also place in rural markets with
smaller pack size through rural retailers but its focus is largely on selling Surf Excel in Urban
markets. The placement strategy used by Surf excel is that they put it on the right top of shelves
so that customer eye capture it at once because of its attractive packaging and made its decision
to purchase. The unavailability of Surf excel in rural areas may also influence its brand loyalty.

Sales force in Surf Excel is divided into three types: General Trade (Kiryana stores, and General
stores), Local modern trade ( super stores ) and modern trade ( Large house and hypermarkets
such as metro)

Pricing Strategy:

Surf Excel targets premium and mid-tier consumer with maximum market share pricing strategy.

• Surf Excel follows product-bundling price strategy for the selected line of products which
it wants to promote.

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 • Surf excel offers periodic price discounts and revises its prices quite often in response to
market changes. The discounts offered are broadly of two types, one is quantity discount
available on bulk purchase as it wants to inculcate the habit of bulk purchase in
consumers to achieve efficiency in its operations and second it gives seasonal discounts
• Surf Excel is a premium brand with a high-end product. It first adopted a
skimming pricing policy as it was a new product without competitors.
• When it started facing stiff competition in the market then adopted mid-premium
pricing policy. It’s perceived value in the market is very high and the mid-premium rate
has helped in attracting a larger customer base.

Now days its current prices are as follows:

• Surf Excel Matic Front Load 1Kg Rs 370/-

• Surf Excel Matic Top Load 1kg Rs 340/-
• Surf Excel Matic Front top Load Rs
• Surf excel matic Top load 500mg Rs 170/-
• Surf Excel Quick 1kg Rs 290/-
• Surf Excel 2kg Rs 549/-
• Surf Excel 3kg Rs 785/-
• Surf Excel 4.5 kg Rs 1185/-

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Promotional strategies :

• Surf Excel adopts 360-degree promotion for its products. The company has based all its
campaign on the baseline of “Dirt is good”.
• It has adopted both (ATL) and (BTL) promotion strategy for the brand to create brand
awareness. In ATL, the company focuses heavily on effective TV advertisements for
emotional connections and TV channel includes HUM TV, ARY digital, GEO TV, Home
Plus, AJJ News etc In radio include FM 103.1 and FM 94, In newspapers DAWN,
Express, Daily Jang, magazines, sides and backs of several vehicles like bus and trams
and on billboards at populated places to gain maximum exposure. It also used billboards,
posters, and print media.
• In its BTL campaigns the company has organized various competitions like hand
painting competition. It has launched initiatives like “Surf Excel and You” to suggest
mothers to inculcate the habit of active learning in their children.
• Surf Excel has also used social media platform like Facebook and Twitter to build
relationship. Surf Excel has launched aggressive ad campaigns that have successfully
attracted the interest of masses.

Every commercial encourages children to go out and play without the tension of getting dirty
because the brand has their back by assuring a super-clean wash. Its tagline Stains are Good has
created a huge rapport amongst housewives. In the year 2005 and 2006, Surf Excel launched
promotional activities for children to communicate the thought Dirt is good. Stars are used as
opinion leaders actor include are Josh Ayaz and Zhalay Sarhadi . Famous personalities like Mini
Mathur and Sonali Bendre are associated in its promotional campaigns and paid by Pakistan to
express all situation in Pakistani culture and festivels i.e; Ramadan Surf Excel. Basically they
influence mothers for purchase decision.

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SWOT Analysis:

Surf Excel has created a strong brand name for itself in the countries it is present in. Its
advertisement campaigns are very popular and have created strong brand recall . The basic
purpose of SWOT Analysis is to overview the internal and external strength and opportunities
overcome the internal and external weaknesses and threats.

Strengths: Weaknesses:

• Strong Brand name • Low Rural Penetration

• Popular tagline • Expensive
• Strong distribution • Less Biodegradable compounds
• Multiple variants • Strong competitors
• Innovative aspects • Substitutes product
• Competitive advantage of best quality • Policy for social responsibility
• Successful slogan • Financial Growth

Threats: Opportunities:

• Intense competition • Increasing disposable income

• Market cannibalization
• Low profit margin
• Chances of price war
• Increase in production and labor cost
• Low cost products are preferred in
developing areas
• Growth in a Detergent market
• Increase penetration in rural markets
• Changing lifestyle of people
• New market horizontal and vertical
• Increasing the volume of production
• Niche target market

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Introduction of Bonus:
Bonus is the product of Colgate Palmolive - backed by Lackson Group of Industries, is a few of
the oldest laundry detergents in Pakistan and enjoys a reasonable amount of share in laundry
detergents market. Because of the low price factor, they attract the lower segment of the market.
Bonus is the largest selling detergent in Pakistan it is an affordable value detergent which offers
superior cleaning and stain removal as compared to traditional laundry aids it is replacing
laundry soaps and loose detergent and because of recession bonus sales is increasing and helps
Colgate Palmolive in shaping up the penetration in downscale rural markets

History:

Detergent market of Pakistan is attractive and battle place for internatioanl as well as Local
brands. The story begins in when Lever Brothers launched the first ever branded detergent in
Pakistan with the name of “Surf”, and was doing very well because of its quality. When Colgate
Palmolive saw the detergent market growth and the potential buyers, in 1982 launched “Brite” a
detergent with the same quality and price of surf. Initial results were excellent and the sales were
growing but later Brite was not able to create brand loyalty and the sales went flat, but surf was
still doing well. Survey regarding the failure of Brite depict that people were satisfied by surf
quality but were not happy by the price. This gave an idea to Colgate Palmolive and in 1986 they
launched “Express”, a detergent with same quality as surf and Brite but was priced 30% lower
than the other two. This step was a turning point for express sale increases and making it market
leader in 1988. After that lose Levers launched “Sunlight” in 1991 which was of same price and
quality as express but the results were disastrous and sunlight went away from the market in a

14
quick period. When Colgate Palmolive saw that Levers were trying every strategy to break
express, they launched “Bonus Tri-Star” in 1992 another detergent by Colgate Palmolive
produced for the lower segment. Lever saw surf was not doing well they launched in 1995
“Wheel” a competitor of bonus sunlight .Wheel was of same quality as bonus but was priced
even lower. It was a success, and in 1996 wheel got 60% of lower segment market share while
bonus decreased at 40%. In After that Brite Tri-star 1999, Bonus tri-star gets at tope by
advertisement and marketing activities.

Majority of customer in the detergent market are price conscious The major strategies seeking in
the Bonus story are pricing that directly targeted to low income consumers.

Competitive Advantage:

Colgate Palmolive is the producers of the raw material which produces sulphur, linear and
branched alkyl benzene which gives them competitive advantage over Uni Lever and P&G Surf
Colgate Palmolive a little set back. Colgate-Palmolive is the leading manufacturer of detergent
powder in country with present production capacity of 30000 MTPY. They are the only
manufacturer of sulphuric acid in the country. Due to this advantage Colgate Palmolive may
easily charge low price of its Bonus product.

Marketing Mix of Bonus:

The marketing strategies used by Bonus in their marketing Mix are as follows:

Product Strategy:

Bonus is a successful brand of Colgate Palmolive and the parental company use the strategy
behind this product is to create value-for-money laundry product for every household. With the
power of red and green speckles, Bonus Tri star gives effortless, brilliant cleaning and leaves a
pleasant fragrance in clothes. Bonus basically introduce for low segment consumers but with its
effective quality it may also use for pan washing , floor and toilet cleaning . With the need
recognition that consumers who are using Bonus may want improved Quality they introduce
Bonus Active that contains red and blue speckles, which combine the power of stain removing
agents and color protection, keeping colors and whites vibrant, fresh and fragrant. It become an

15
influencing factor for consumers as they are innovating the product for their existing and new
consumer that they have no need to move towards alternatives. They have kept in mind customer
needs and constantly adopted the cost reduction strategies while producing product.

Pricing Strategy:

Bonus use economy pricing strategy as it introduce in the market as low cost product it charge
30% less than the other brands of good quality as in current year Surf excel is giving 85grams in
Rs 20 sache at the same time Bonus is giving 250grams with same amount. As in current year
where country is facing economical instability at its peak consumers are become more and more
price conscious and that why more chances are there people purchase decision may move
towards Bonus In this time Bonus is not only convenient by price but also by Bonus Active
Quality. Current prices are as:

Bonus Active 2kg Rs 185/-

Bonus Active 1kg Rs 99/-

Bonus Active 500mg Rs 55/-

Bonus Tri star 2kg Rs 245/-

Bonus Tri Star 1kg Rs 95/-

Bonus Tri Star 500mg Rs 50/-

Bonus Tri Star 250mg Rs 20/-

Placement Strategy:

Bonus is placed in almost every super mart, Kariyama store, general store of urban area and
found in rural area as well. The availability of Bonus at every place may also have an advantage
because it is hitting strongly the rural areas where best quality product can’t be reach and they
get the market share easily.

The red and yellow color packaging has proved attractive to the consumers. The brand loyal is
familiar with red and especially yellow packaging and can easily spots it in the supermarket
shelves. Brand recognination may also help in getting customer decision.

16
The place adjustment policy they used is purchase full shelf horizontally or vertically in super
marts so that as it is low cost so people may purchase in two or three in number and by this
manipulating the customer mind that this is only brand in their budget that gives them best
quality in reasonable price and mostly extra than what they paid.

Promotional Strategy:
Bonus mostly use above the line promotional strategy by advertise their product in TV ads. It
mainly promotes their ads. On GEO TV, ARY Digital, AJJ News, GEO News etc. In radio
include FM 103.1 and FM 94, in newspapers Express, Daily Jang, magazines, sides and backs of
several vehicles like bus and trams and small banner at rushy places to gain maximum exposure.
But you never see Bonus Bill boards in the city. Bonus really not spend a lot on promotion
because price effectiveness is its competitive advantage and it is most influencing factor of
purchase decision So they may easily hit their consumer and because of good quality make their
customer loyal towards them. The main focus is on middle class house wives who are frustrated
by washing with local chemical and detergent in commercials and they always show village or
middle class culture in their promotions that makes middle class house emotionally attach with
them. And make them more loyal towards brand .but yes they may not hit the urban area market
in their commercials. They may use celebrities as opinion leader but of low cost. They hire Minal
Khan in their recent 2018 commercial with a vision that it may recall customer for next one year
or more.

17
SWOT Analysis of Bonus:

Strength, Weaknesses, threats and opportunities are manipulated in a way that it may easily use
it in getting market share.

Strength: Weaknesses:

• Low prices • Lack of capital from parental brand

• Attractive packaging as Red and • Inadequate financial resources because
Yellow color is really eye catching and of low prices.
especially liked by rural area • Bonus is having Limited product line
consumers. consist of two types Bonus Tristar and
• Leader of Rural Area market. Bonus Active that is not enough.
• Most successful brand of Colgate
Palmolive.

Threats: Opportunities:

• Strong competitors “Wheel” of having • Positive economic signals as people

effective financial support. income is lessen day by day and people
• P&G product is a big threat for it as move towards low price products.
they use aggressive marketing • They may launch multiple variants.
strategies.
• Growth in a Detergent market
• Increase penetration in urban markets

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Comparison of Surf Excel and Bonus:

Points of difference Surf excel Bonus

Brand name Surf excel has a very generic Bonus has an eye catching
brand name and very name that means you are
influencing at the same time getting something extra but
that after its launching people may not influence customer
start using word surf rather mind as like surf excel.
than that of detergent.

Customer Purchase Surf excel is purchase decision Bonus is the purchase decision

Decision: of those customers who are of those customers who are

quality conscious and price price conscious. It is mostly
really does not matter for the choice of salaried person
them. whose income is above than
35000 rupees.

Market Leaders: Surf excel is the leader in Bonus is the market leader in
urban market as people choose rural areas because customers
best product for its home care. are very price conscious and
And surf excel may not target as well as bonus hit these
the rural areas properly in its customers in their
commercial ads or any type of commercials and promotional
marketing activities. activities. It’s also due to Surf
Excel that it may not hit this
market properly.

Psychological benefit: Surf Excel has psychological Bonus gave the psychological
advantage over other Bonus benefit in the form of ease to
due to the advertisement middle class lady that are

19
 campaign such as: previously using soaps and not
to worry about price as we
• “Daag donthe rah
always give Extra to our
jaoge”
customers with the slogan as:
• “Jaise Bhi Daag ho,
Surf Excel hai na”
Wah … Kiya bat hai Bonus
• “Daag Acche Hai Na
ki
(2005)”
have slogan Daag with
This slogan shows that
continuity which makes
someone is doing extra
consumers feel that their live
ordinary for you.
live each moment of life
without taking tension of
stains.

Leader of Raw material: Surf excel import its raw Bonus takes its raw material
material from different from its parent company
countries. When government Colgate Palmolive as it is only
increase import duty on it. producer of sulphuric acid in
Unilever and P&G also country using in detergent
purchase sulphuric acid from production.
Colgate Palmolive.

Agitation for Foreign Low literacy rate in Pakistan, Bonus may have edge for this
products: and agitation against foreign because it is our local or
companies may become a national market product so
threat and consumers may stop there is no threat of agitation
using the foreign products. against Bonus.
And the consumer purchase
decision made on these bases

20
 may be countered for long.

Target Market: Its targeted market is middle, Its targeted market is lower to
upper middle and upper level middle level class.
class

Product manufacturing: They manufacture and They manufacture product and

introduce product by then segments its self adjust in
recognize the need of specific it. For example Bonus Tri star
segment and launch a product is introduce with an aim of
for them. for example Surf low cost and then consumers
Excel Front load. utilize it according to their
own need Middle class use for
washing fabric , Restaurants
use for washing large size
pans , Upper class use it for
cleaning toilets and floors.

Place adjustment They always purchase the It may purchase full shelve

strategy: main top place in shelves or horizontally or vertically with

central area of marts and make the aim to create image in
a small hut or cart by product customers mind that there is
it may also a way to capture only one detergent who is
consumers. giving extra to you.

Promotional strategy: Surf excel use 360 degree Bonus use only Above the
promotion style for its line promotional strategy as
product. It adopt both Above create brand awareness
the line and Below the line through TV commercials but
strategy to create brand because of low price they may
not invest in Below the line

21
 awareness. promotion.

Pricing Policy: Skimming pricing policy is Bonus is using economy

used by Surf excel but when pricing policy because
they face stiff competition in consumers of Bonus are
market they move to mid- highly price conscious. Spend
premium pricing policy less on promotion and lower
their cost so even in less
prices they enjoy profits.

Bleach content: Surf excel may contain Bonus may contain high
suitable quantity of bleach. quantity of bleach that may
fade the color and harm the
fabric and skin of washer as
well.

Color fadness: Surf excel remove stain Bonus may remove the stain
effectively in one wash but also fade the color of
without fading cloth color. cloth.

Uses: It use is limited to fabric It may be used for fabric wash

cleanliness. ,dish washing, for toilet use,
and for floor cleanliness
purpose.

Advertisment Focusing on kids and their Focusing on middle class or

campaigns: learning process and to rural areas house wife with

highlight the basic viewing that we are giving
performance (stain removal) extra and get yourself free
of their product. And as the lose detergent and unbearable
main purchasers are mothers pain of washing clothes with

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 so they easily get them hand.
emotionally attach with them
Opinion Leaders: Surf Excel Pakistan has come 2018 opinion leader of Bonus
up with a heart touching ad. is Minal Khan .
The super cute kid in the
advertisement and his gesture
of helping out the old samosa
and jalebi vendor (2018)
Market share: Surf excel is enjoying the Bonus is having a market
market share of 33% as the share of 19% of the total. But
most successful brand of it is predicted that in coming
laundry industry. years it may gain market share
of Express and brite.

Advertisement It is based on consumer pull It is based on consumer push

Strategies: strategies. strategies.

Packaging: Over all people like it but In Bonus never change its
2018 Surf excel change packaging it’s as same from
packaging with Enid reference the start.
and consumers show its
dislikeness by not purchasing
it and then company sale it
with discount offers.

Social Influences: Influence by social status and Influence by Opinion leader.

class.

Fragrance and Health Surf excel is having incense Bonus fragrance is not so
soft fragrance and medically appealing and may damage
approved from health

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 Care: department USA. washer’s hand.

Availability of Product: It easily available in urban Easily available in urban and

market but most rural areas is rural area market.
still uncovered that effect
brand loyalty.

Consumption of powder Most less consumption with Relatively high consumption

and water: vision to control scarcity of of water use less quantity but
water damage clothes.

Customer preference: Surf excel is always on Bonus becomes customer

customer preference because purchase decision because of
of its good quality and price consciousness and
children focus campaigns. affordability issues.

Conclusion:
From this research I conclude that surf excel achieve the highest market share in fabric care
detergent industry because it make customer purchase decision towards them through focusing
kids learning in their advertisement and commercial ads that create a image in mothers mind who
are the main purchaser that Surf excel is giving a golden chance to our kids to experience and
live an enjoy able life and don’t care about stains because Surf excel hand. About Bonus I
conclude that they make customer purchase decision towards them by focusing that Bonus is
giving them something extra that free their selves from extra pain and hard work they do to get
their clothes out of stain in short time and they target directly the middle class women who are
fully irritates with the use of soaps and other lose salts and chemicals.

The researcher concludes that the brand loyalty and consumer purchase decision is moving
around Price and quality and other impact are just having influence on it. This research conclude
that the recession , economical instability and inflation may affected the consumption pattern

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and most of the customers converted to low cost product. As bonus is increasing its market share
in previous years but Surf excel may have no harm because they easily use aggressive marketing
strategies to cut down the competitors because of financially strong parental company. And on
customer preference Surf Excel is always on priority and preference because of quality ,
appearance ,advertisement campaigns that focuses child learning. Yes people choose Bonus but
because of price consciousness and affordability issues.

Recommendations:

Recommendations for Surf Excel:

• Surf excel should decrease its prices because no doubt its performance is as good no one
have but with incoming instability in economic conditions of country even high and
upper class may move towards price consciousness so they should consider it.
• Profitable growth will be sustained through focused brand building and innovation.
• The superior management of supply chain will found effective to achieve price
competitiveness and it will enable the Surf excel to expand its share of consumer
spending despite the increasing level of competition.
• If it wants to increase the sales level and market share then it should also target the rural
areas as 70% of population belongs to it.
• Surf Excel should also allocate its own raw material plant especially for sulpuric acid so
that it may decrease its cost and increase profit margins as this is one of reason of having
high prices of product.

• Surf Excel also needs to review its prices again and again.

Recommendations for Bonus:

• May work on its product quality and must plan strategy for it.

• Bonus should decrease its quantity of bleach from it as according to research it may harm
the skin of washers and as harmful for fiber fabric. Because of this the customer purchase
decision may divert to another detergent.

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 • Bonus should increase its variety of range as it may include only two products Bonus
Tristar and Bonus Active.
• Bonus should also work on its innovation to make it better for its existing customers and
capturing new ones.
• Bonus should work on it advertisement campaigns and commercial ads by involving
middle upper class in it. So it may attract the upper middle class and through innovation
it may target and achieve them and gain more market share that is the aim of every
existing brand in the market.
• Bonus should launch some product that is related to kids so that they may increase their
sales because parents are much conscious about their children and even purchase
expensive stuff when it’s about their child. Through this Bonus can change the customer
purchase decision and made them loyal to their selves.

References:

• .Smith, A. D. (28 July 2003). Strategic online customer decision making: leveraging the
transformational power of the Internet. USA.

• Ahmad, N. (December 2012). Effect of Product Packaging in Consumer Buying Decision.

• Bhasin, H. (january 9, 2018).

• Dale Earnhardt, J.

• Hirschman, M. B. ( 01 September 1982). The Experiential Aspects of Consumption: Consumer

Fantasies, Feelings, and Fun.

• Hirschman, M. B. (01 September 1982).

• https://www.mckinsey.com/business-functions/marketing-and-sales/our-insights/the-consumer-
decision-journey.

• https://www.mckinsey.com/business-functions/marketing-and-sales/our-insights/the-consumer-
decision-journey.

• https://www.unilever.pk/brands/our-brands/surf-excel.html. (n.d.).

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• Moisescu, O. I. (January 2009). The Importance of Brand Awareness in Consumers’ Buying
Decision and Perceived Risk Assessment.

• Rita Kuvykaite, A. D. (2009). IMPACT OF PACKAGE ELEMENTS ON CONSUMER’S

PURCHASE DECISION.

• Setyawan, A. (April 2015). BRAND TRUST AND BRAND LOYALTY, AN EMPIRICAL

STUDY IN INDONESIA CONSUMERS. Anton Setyawan.

• Stokes., J. (AUGUST 16, 2018). The Importance of Brand Recognition in the Consumer
Purchase Decision.

• Tso-Jen, C. (July, 2016). The Analyses of Purchasing Decisions and Brand Loyalty.

• Yu-Syuan Chen1, T.-J. C.-C. ( 25 July 2016). The Analyses of Purchasing Decisions and Brand
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