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INTRODUCTION OF RESEARCH
In this research, I have surveyed the product performance, buying behaviour of surf excel brands, which is now consumed by all class of people in society. During this research I have interacted with the peoples of Pi-1 and our hostel. After this study I came to know how Peoples perceive this brand on the variables like price, quality, quantity, advertisement, satisfaction, packaging, brand loyalty.
INTRODUCTION OF PRODUCT
Surf excel, launched in 1959 is one of the oldest detergent powders in India and Pakistan Initially, brand was positioned one the clean proposition of washes whitest. However, with the emergence of local detergent manufacturer and the entry of the other global brands, surf excel underwent various changes in its brand communication; from lalitaji to dhoondte reh jaoge to jaise bhi daag ho, surf excel hai na and is today communicated on the platform of daag achha hai.
Limitation of the research:1. The project is based on information collected from primary as well as secondary sources. 2. Sample size of customer is 30. 3. Research is carried out through self-administrated questionaire
COMPETITIVE BRANDS:-
QUESTIONAIRE FOR
ANALYSIS
Regular Irregular
5. In which area surf excel is better than its competitors? a. price b. quality c. quantity d. variety of product
b. quality
7. Which promotional do you think is the best suited for surf excel? a. T.V ad b. newspaper ad c. free samples e. hoarding or poster ad
newspaper ad 22%
TV ad 33% 0 20 40
8. Which detergent you use most? a. surf excel b. tide d. vanish e. rin supreme
9. which surf excel product you use the most? a. blue b. matic c. gentle wash d. bar
10. How much you satisfied from surf excel? a. very high b. high c. average d. low
ANALYSIS
Strengths:1. Strong brand reputation in market. 2. Quality and variety creating the brand image. 3. Solid base of the company. 4. Gaining market share. 5. Competitive advantages. 6. Makes product according to customer demand.
Weaknesses:-
1. Strong competitors. 2. High price of the product. 3. Less quantity compare to its price. 4. Substitute products.
Suggestions:1. Think on pricing strategy. 2. Company should make policy to attract the customers of the other brands. 3. It should concentrate more on TV advertising or distribute some free sample through campaigning. 4. Company has to keep proper control on market. 5. Company has to focus on its irregular customer and reason of irregularity.
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