Strategic Marketing &

Planning

Sehr Nafis
Nazia Nasir
 Market Analysis
Introduction to Industry
Distribution Structure
Actual Market Size
Laundry Market in South Asia
Market Growth Potential
Pakistan’s Laundry Industry
Industry Attractiveness
Introduction to Unilever
Summary
Unilever’s Market share in
Pakistan
Environmental Analysis
Introduction to SURF EXCEL

Customer Analysis
Internal Analysis
Competitor Analysis
Recommended Strategies
Objective of SURF EXCEL
Perceptual Mapping
Current Marketing
Customer based approach
Strategy
Strategic groups approach
Future Strategy
Evaluating competitors
Introduction to Industry
Laundry Market in South Asia
Pakistan’s Laundry Industry
 Pakistan’s Laundry Industry

Detergent Market Soap Market

Laundry powder 240000 tons(10 billion)
Laundry Soap 420000 tons(17 billion)

Major Players in Detergent Industry are

Unilever..
Mission is to add Vitality to life.
Meet Touching
everyday needs Hearts
for nutrition,
Vision hygiene and personal care with
brandsChanging Lives
that help people look good,
feel good and get more out of life.

Mission Grow superior brands

Impactful innovation
Completive functional benefits
Impactful and effective
Core Values communication
Win with customers
Deliver best customer service
Fit to compete
Unilever’s Market
Deliver vitality
share in Pakistan
SURF EXCEL
Surf excel was launched in 1995 in Pakistan

They have always believed that dirt is a valuable

way to enrich our lives, both young and old.

Launching affordable SKU’s

Reduce the time, physical effort and amount of

water needed to wash clothes by hand
Customer Analysis
 Target Market
Geographic Segmentation
Location All over Pakistan (rural
urban)
Population 180million approx
Demographic Segmentation Physiographic Segmentation
Age 18 and above
Class A / A- / B+ / B / B-
Family Size Small / Nuclear Family Those who want their
Occupation Housewives / Mothers kids to learn while
growing but conscious
Behavioral Segmentation of dirt.
Psychological Brand Conscious,
Motives Self Actualization
Characteristics Status Conscious,
Category High End Needs Highly Educated, self
Involvement Low Involvement motivated
Benefit Sought Segmentation

Stain Removal Want stain removal

in one go/wash
 Customer Analysis

Complete cleaning of stains and all in

Customer just one wash

Motivations A customer wants to save energy and

water while doing their laundry.
Reduces wrinkling so less ironing.
Customers want to reduce the laundry
Uses less water-with water issue.
burden and thus are looking for
complete cleaning of stains in one go.
Anti bacterial formula-doesn’t allow
Unmet Needs germs to form when you sweat
Customers looking for a detergent
which takes care of their hands also
Going for different skin
(doesn’t dry them)
types/allergies-people who have dry
Over price and quality customers
prefer good quality so that their
laundry job is done without any
nuisance
Competitor Analysis
 Perceptual Mapping
High
Quality

Low High
Price Price

Low
Quality
 Direct Competitors

Class A / A- / B+ / B Class B / B- / C+ / C
Family Size Small Family Family Size Medium / Big
Occupation Housewives / Family
Mothers Occupation Housewives /
Mothers
 Evaluating Competitors
Marketing To increase market share
Objectives Switch consumers from existing
brand to Ariel
Product innovation
Brand loyalty increase

Variants Currently there are only 2

variants available
Ariel Original
Ariel Jasmine

Ensure top of So that the consumer can

mind recall remember the brand amongst
competition

Strengths of Ariel Weakness of Ariel

•Economies of scale •Considered no2 with respect to

Good distribution Network
•Captures shelf space
•Perceived as premium brand
•Huge R& D-Financially backed by
P&G
surf excel
•No variants in Pakistan (surf
excel has surf excel matic)
 Evaluating Competitors

Customer Right now Ariel is focusing on giving customers

Benefit- savings up to Rs.100

Ariel is associating the brand with customer on the

bases to give them superior quality and makes the
ground for customer to provide a theme which cause
to have happiness.

Target Market ARIEL target market includes Middle Class, Upper

Middle Class and Upper Classes of the population of
Pakistan. The Ladies of Pakistan who are very
conscious about their family.

Market Trusted and premium brand of Pakistan. customer

Positioning satisfaction to their consumers.

Now they are also focusing on savings where surf

excel focuses on dirt being good for development
Ariel uses savings approach.

They have previously used Mrs Zubaida Tariq who is

considered and expert on household advisory telling
to use Ariel like she tells tips i.e. Totka’s.
 Evaluating Competitors
Marketing Increase Market Share Market Ultimate clothes washing
Objectives Positioni solution. Regardless of the
Variants Brite Surf ng texture, quality of cloth,
Brite Total
There tag line includes “Daag
Ensure top of “Chamaktee Safai” to chala jaye ga par yeh pal
mind recall Brite Total’s wapas nahi aye ga”
Customer Whiteness + Shine Strengths Weakness
Benefit- Best Quality / Quantity
Affordable prices
Well known No line Extension
Target Market Lower Middle Class, Middle detergent, has No variety (no
Class, Upper Middle Class strong market machine powder etc
and Upper Classes presence )
Cleanliness Focuses on Stains
Good distribution ( which is surf excel’s
due to C&P positioning
Not as such
perceived as a
premium brand
Market Analysis
 Distribution Structure
Detergent
Industry

National Sales Distributor

Regional Sales Distributor

Common Distributors

Wholesalers

Retailers

Retailers

Final Consumer

Macro Outlets
 Distribution Structure

2008 Distribution Share

Market / Product Segment Distributor / Distributor/
Retail Wholesaler
Detergent Industry 55% 45%
2008 Distribution Share
Competitors
Companies Distributor / Distributor/
Retail Wholesaler
Unilever 50% 50%
P&G 60% 40%
 Actual Market Size

Market demand of 230,000-240,000 tons of detergents.

The local detergent industry is producing around 175,000 tons.

There is demand-supply gap of about 55,000 tons.

Laundry Detergent Powder (LDP), as its market stands at 240,000

tons annual with a growth almost 10 percent a year.

Unilever has 40pc of the market for detergent powder.

In the Budget 2009-2010 it was stated that Annually, local producers

supply the local market with 660,000 tons of laundry soap [420,000
tons]
 Market Potential

Detergent Market is growing by 10-12%.

At present Consumer prefer detergent on the base of quality,

especially the upper class they are very quality conscious

Pakistani Peoples are moving from rural areas to urban areas

as life style is changing.

Advertising is promoting the detergents by comparing the

functionality of different detergents and laundry Soaps.

Increase awareness of usage benefit of detergent.

Preference to use detergent to avoid the bad smell which

comes from washing with soaps (as advertised by LDP’s)
Industry Attractiveness Summary

Components Implications
Threat of new entrants High
Bargaining power of buyer Low
Threat of substitutes Moderate to low
Bargaining power of suppliers Moderate to low
Threats of rivalry among Moderate to low
competitors
Internal Analysis
 SWOT Analysis

Strengths Strong brand image and brand awareness

of ‘Surf Excel’.

Large sales force.

Strong competitors

Weakness Strong and healthy relationships with

High price and
distributors of product
retailers.
Changing life style
Substitute
Unbranded/
Strong brand product
smuggled washing
portfolio
New markets
powder
Opportunities Wide Innovation
Increased aspects of living
standard
Political issues
Excellent
More distribution
awareness
Rising inflation,
Threats Success
High of slogan-stains
rate of are good
Profit margin is exposed growth.
population to rupee
devaluation.
Rising literacy.
Threat of imposing regulatory duty
BCG Matrix
 Asset & Competencies

Retail Reaches
R&D
People
Performance Analysis
Variants
Brand
 Brand Association
Stain removal
Powerful cleaning
Brightness of colors intact
Brand Update
Good packaging
Good fragrance

Brand Advertising

Brand Positioning
Recommended Strategies
 Objective

“To be the best possible cleaning

solution in the market”

Sub - Objective

Approaching new markets

Innovation
Maintaining brand loyalty
Current Marketing Strategies

Focusing towards Surf Excel Matic

Focusing Brand Association for current Brand

Research has shown high penetration of washing

machines in Pakistan.

70% penetration in rural and over 90%

penetration in urban areas.

Cleaning criterion in washing machines is

different.

Hence the need for a stronger more compatible

powder
 4-P’s of Marketing

Product Launching a specialist powder which is exclusively used for

machine washing.

Price Matic is a superior powder that costs more to maintain certain

margins hence the higher price.

Place Same distribution through modern trade (superstores) and

kiryana stores etc

Promotion Regular education and awareness-building campaigns

Stock availability in relevant outlets.

Moreover, as consumers become more aware it is important to

build credibility of an offering like Surf Excel Matic.

To fulfill this requirement, Surf Excel Matic has also made co

branding arrangements with Pakistan’s leading White goods
manufacturer Dawlance
 Future Strategy
They could come up with Surf Excel Anti Bacterial
and Ultra Violent Protection.

Currently mothers are concerned with health issues

for e.g. if a child is playing in mud, or is holding a
dirty dog, or vomited on his clothes, than there are
chances that he is playing or bringing in germs as
well. So when she's washing the clothes she's
removing just the dirt and not the germs which are
in the clothes.

Secondly you are not even sure if you are

transferring germs from one bucket into another.
 Strategy Alternatives
Improve packaging of product as the current plastic bags
once get opened are hard to maintain and handle.

Branding some local laundry shops and selling the product

to those shop owners at minimum revenue.

Go into new products like liquid washing solution / laundry

detergent that is super concentrated so you use 75% less
liquid could be the, meaning less packaging and easier
carrying.
 Strategy Alternatives

Or attracting consumers through detergents with

functional benefits such as scents, creating new forms of
products such as liquid detergents.

Entering adjacent markets such as the pre-wash and

post-wash segments.
 Value Proposition

Functional Cleans and

Benefits protects
Emotional Dirt is good
Benefits
Self expressive Learning by
doing

Target Market
 Marketing Mix

Product An innovative product which caters to environmental concerns. A

product which deals with the harmful UV rays. So you can go out
more in the sun without worrying too much about the rays.

Pricing Surf excel is a premium product and is giving health benefits

thus a higher price will be charged.

Promotion Using TV advertising and radio as well as news papers and

billboards
Promotional campaigns like Games Masti which was done in
2007, there can be an event which indulges kids in games and
educates the mothers about what their child is up against when
he or she is playing out in the sun.
Regular advertising will be used which will transcend any
communication barriers.

Place Available in all the retail outlets where Unilever has presence to
have more market reach more retail outlets can be channelized.
 Operation Plan

Assets and Communication

Competencies Good Strategy
Retailer
Network Organization
Good Company Culture
Image Events
Unilever Pakistan