JINNAH UNIVERSITY OF WOMEN

GROUP NUMBER:1st
SUBMITTED TO: SHAISTA KAMAL
GROUPS MEMBERS:
AFSHEEN KHAN
AREEBA IMTIAZ
HIRA ASHFAQ
SAIRA IQBAL
CLASS: BBA 3RD (B)
COURSE: ELECTIVE 1 CONSUMER BEHAVIOR

UNILEVER

COMPANY PROFILE
The company was founded in 1872 and is based in Karachi, Pakistan.

Unilever Pakistan Limited operates as a subsidiary of Unilever Overseas Holdings

Unilever is the largest FMCG company in Pakistan.

Unilever is one of the world's leading suppliers of fast moving consumer goods.

BRAND CATEGORIES

VISION
We work to create a better future every day

Mission
"vitality is at the heart of everything we do .it's in our brands ,our
people and our approaches to business ".

PURPOSE & VALUE PRINCIPLES

ALWAYS WORKING WITH INTEGRITY
POSITIVE IMPACT
WORKING WITH OTHERS

SURF EXCEL

Surf Excel was introduce by Unilever company in 148.

The tagline of Surf excel is Dirt Is Good.
It is Pakistans largest selling detergent powder.
With continuous technological innovations, the brand has always managed to
fight off competition.
It enjoys a huge market share of about

40%.

BRAND PHILOSOPHY
Surf Excel believes that stains are good.
This is because when children go out and play and get dirty, they don't just
collect stains.
This helps them get stronger and get ready for the world outside.

SWOT ANALYSIS
STRENGTHS
Enjoying economies of scale.
Good will in the market.
Have Strong distribution channel in Pakistan.

WEAKNESS
Huge inventory stocks of raw material.
Weak spending on R & D.
Internal operating problems.

OPPORTUNITIES
Rapid market growth.
Changing customers needs & wants as life style change.

THREATS
There is very tough competition in detergents markets.
Low profit margins.

OBJECTIVES OF SURF EXCEL

The objectives of the Surf Excel is

To be the best possible cleaning solution in the market

MARKETING STRATEGIES

TARGET MARKET
Target mainly housewives.
Pakistans middle income group comprises about35million consumers.
Surf Excel is also looking at lower income market as well as the higher
income with different sets of products.

ADVERTISING
TV
Billboards
Radio
Print media
Surf Excel will keep continuing its advertising campaign dirt is good and
educate parents through new attractive commercials to support the
positioning strategy.

PRICE
Prices are set by taking into consideration.
There price are high. Because they believes in zero defects.
They charge different prices.
Prices are set by taking into consideration the size, type of product.
LIST PRICES OF SURF EXCEL
QUANTITY

PRICE IN RUPEES

25 grams
50 grams
115 grams
500 grams
1000 grams

5
10
20
100
195

LOCATIONS
As on the basis of Surf Excel Unilever is focused on all areas through which it is
possible to cover different classes needs.

COMPETITORS

OUR FINDINGS
Male 6%
Female 94%

Less than 20 years 16%

20-30 years 62%
30-40 years 8%
40 years or more 14%

Student 66%
Household 16%
Job holders 18%

Below 20,000 4%
21,000 to 40,000 32%
41,000 to 60,000 14%
60,000 and above 50%

2 members 4%
3 member 12%
4 members 16%
Above 4 members 68%

Yes 76%
No 24%

Surf excel 76%

Yes 66%
No 34%

Switch the store 36%

Delay the purchase 18%
Purchase the available brand 46%

Weekly 18%
Monthly 70%
After 2 months 12%

Small 4%
Medium 30%
Large 66%

Low 6%
Reasonable 70%
High 24%

Yes 50%
No 50%

Yes 74%
No 24%

Yes 30%
No 70%

Entire family 58%

Yes 78%
No 22%

RECOMMENDATION
Surf Excel should encourage marketing campaigns
in order to boosts the sales.

Surf Excel should come up with some value added

schemes in order to attract masses.
Surf Excel should diversify itself as it may come
with a formula of detergent as well as clothes
softener to convey the image of innovation and
improvement.
Surf Excel should get itself involve in some
encouraging Corporate Social Responsibility in
order to create awareness amongst masses.
Surf Excel should try to minimize its pricing
strategy in order to attract masses.

CONCLUSION

ANY QUESTION