Who is the Target Segment?

Demographics Psychographics

Demographics
Characteristics Ariel Surf Excel

Are they doing any relationship marketing?

Ariel

Relationship market is based on door to door product demonstration. On the basis of demonstration they get feed back/opinion/suggestions from customers.

Surf Excel Surf Excel provides Raabta Service as a Relationship Marketing. People can call and register complaimts, can give opinion and comments on the products. Service is available from 900 am to 5:00 pm. On regular basis Uniliver visits different departmental stores. They give scrat h cards to the customers on purchasing 2 kg of Surf Excel. In return consumer needs to fill in a form. The information helps in evaluating the customer buying behavior.

Discuss ethics and any activities which might question the intention of the sponsor. Ariel: Anwar Maqsood campaign showing collecting Re.1 against each purchase of 1 kg. Surf Excel: Surf Excel pays Re.1 to children orphanage against 1 kg.

Comments: We think its un ethical practice as why should consumer pay the charity of Re.1 by paying for the products of these corporations. Its a technique of increasing sales via emotional marketing.

Motivational Strength Ariel Motivational strength is high for the consumer whose focus is on Whiten the Laundry. Ariel promises to do so. Surf Excel Motivational Strength will be high for consumers who want stainless clothes.

Sur Excel wash is Color friendly and doesnt fade away the color of the fabric. Surf Excel is fabric friendly as well as it keeps the thread intact and increases the life of the fabric. Surf Excel is recommended by Gul Ahmad.

Motivational Direction
Ariel Consumers who want to avoid the hassle of washing clothes in warm water will also go for Ariel as it provides the convenience of washing clothes in room temperature water, with the same desired results.

Surf Excel Surf Excel can be used in hard water.

Needs that they satisfy Psycogenic Needs Ariel Affiliation towards family.

Status , affiliation Surf Excel Affiliation towards family.

Utilitarion Needs Ariel

Ariel fullfils the utilitarian needs in a way that it provides Whiten Laundry. Laundry can be done in cold water. No need for warm water. Ariel promises Balti Bhur Kupray in Muthi Bhar powder. It proves economical and can

Surf Excel Staneless clothes. Hard water laundry

Hedonic Needs Ariel Self confidence and excitement

Surf Excel Self confidence. Freedom to enjoy childhood kyon to daagh to Chula jay gaa, yeah waqt phir nahi ay gaa.

Use the Maslows Hierarchy Ariel

Physiological Needs o Clean clothes.

Security Needs o Protection of clothes

Belongingness Needs o Accepted by friends and family

Self Esteem o Makes you stand out in social circle

Self Actualization o Family values

Surf Excel Physiological Needs o Clean clothes

Security Needs o Protection of clothes

Belongingness Needs o o Affiliation towards kids Affiliation towards family

Self Esteem o

Self Actualization

Discuss the level of involvement

Ariel Inertia Product Involvement Charity Best Mom campaign Message Response Involvement Electronic media, print media and internet promotions

Surf Excel Passion Product Involvement Gift packages Donations to children orphanage Message Response Involvement Daagh 10/10 stories Electronic media, print media and internet promotions

What values do they cater to? Ariel Cultural By providing clean clothes to family

Consumption Specific Easily available & variety of SKUs available

Product Specific Ease of wash regardless of water temperature

Surf Excel Cultural Gives you sense of happiness and pride by providing clean laundry to your family

Consumption Specific Easily available & variety of SKUs available

Product Specific Laundry in hard water. Thread friendly.

List the two types of values that the brand satisfies using the Rokeach Value Survey Ariel Instrumental Values Ambitious Capable Forgiving Helpful Honest Logical Obedient Polite Self Controlled Terminal Values Comfortable Life A sense of accomplishments Family Security Freedom Happiness Pleasure Self respect Social Recognition Wisdom

Surf Excel Instrumental Values Broad Minded Ambitious Capable Forgiving Helpful Honest Logical Obedient Polite Self Controlled Terminal Values Exciting Life Comfortable Life A sense of accomplishments Family Security Freedom Happiness Pleasure Self respect Social Recognition Wisdom

Design the Means End Chain Model Ariel Functional : Clean Whiten Laundry. Psychosocial: Social Acceptability Instrumental: Impress others Terminal: Self esteem

Surf Excel Functional: Clean staneless laundry Psychosocial: Instrumental: Loving Terminal: Salvation