BBA – Principles of Marketing – Final Project

SURF EXCEL (M7)

SUBMITTED BY
ZAINA ALI (01)
ABEER SHOAIB (27)
HANIYA IRFAN (44)
MALIK ABDUL RAFAY (63)

SESSION
BBA 3RD SEMESTER (MORNING) 2021-2025

SUBJECT
PRINCIPLES OF MARKETING

SUBMITTED TO
Dr. ZEESHAN AHMER

1
CONTENTS
ABSTRACT ................................................................................................................................................. 3
INTRODUCTION: ..................................................................................................................................... 4
 NATURE OF BUSINESS: ............................................................................................................. 4
 MISSION STATEMENT: .............................................................................................................. 4
 BRAND NAME: .............................................................................................................................. 4
 PRODUCT LINE: ........................................................................................................................... 4
MARKETING MANAGEMENT PHILOSOPHY: ................................................................................. 5
 PRODUCTION CONCEPT: ......................................................................................................... 5
 PRODUCT CONCEPT: ................................................................................................................. 8
 SELLING CONCEPT: ................................................................................................................. 10
 MARKETING CONCEPT: ......................................................................................................... 10
 SOCIAL MARKETING CONCEPT .......................................................................................... 12
COMPETITIVE ENVIRONMENT:....................................................................................................... 13
 COMPETITORS: ......................................................................................................................... 13
 COMPETITIVE POSITION IN THE INDUSTRY: ................................................................. 13
 SWOT ANALYSIS: ...................................................................................................................... 15
1) Strengths: ................................................................................................................................... 15
2) Weaknesses: ............................................................................................................................... 15
3) Opportunities: ........................................................................................................................... 16
4) Threats: ...................................................................................................................................... 16
MARKET STP: ......................................................................................................................................... 17
 SEGMENTATION: ...................................................................................................................... 17
 TARGETING: ............................................................................................................................... 18
 POSITIONING: ............................................................................................................................ 19
MARKETING MIX: ................................................................................................................................ 20
 Surf Excel Product Strategy: ....................................................................................................... 20
 Surf Excel Price/Pricing Strategy:............................................................................................... 20
 Surf Excel Place & Distribution Strategy: .................................................................................. 21
 Surf Excel Promotion & Advertising Strategy:.......................................................................... 23
CONCLUSION: ........................................................................................................................................ 24
REFERENCES: ........................................................................................................................................ 26

2
ABSTRACT

Surf Excel is a successful laundry detergent brand owned by Unilever.

Their marketing strategies have played a crucial role in their success,
with a focus on targeting the middle-income group and householders.
They have effectively promoted their high-quality detergent through
remarkable advertising campaigns, capturing the attention of their target
audience. Surf Excel's production concept revolves around providing a
high-quality laundry detergent that removes tough stains while being
environmentally sustainable. They have expanded their product line to
include different variants and cater to different washing machine types.
By segmenting their product range into hand wash and machine wash
categories, Surf Excel has established itself as a brand that understands
and caters to the diverse needs of its customers. They have ensured their
product's availability through various packaging options, making it
accessible to everyone. Surf Excel's marketing concept emphasizes
promoting a positive and healthy lifestyle for children through their
advertising campaigns. They have also incorporated social messages into
their promotions, showing their commitment to the betterment of
society. Despite facing intense competition, Surf Excel has maintained
its leadership position in the premium laundry segment by focusing on
product quality, innovation, and effective marketing. They continue to
innovate and adapt to changing market conditions to stay ahead of their
rivals. Overall, Surf Excel's well-planned marketing strategies and
commitment to society have made them a household name in Pakistan,
with a loyal consumer base.

3
INTRODUCTION:

 NATURE OF BUSINESS:
Laundry Business

 MISSION STATEMENT:
‘Daag tou achay hotay hain /
Dirt is good’

 BRAND NAME:
SURF EXCEL

 PRODUCT LINE:
UNILEVER

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MARKETING MANAGEMENT PHILOSOPHY:
The success of Surf Excel in the Pakistani market is not just a
coincidence but a result of their well-planned marketing
strategies. One of the key reasons for their success is their ability
to appropriate the premium and upper-middle segments of the
market. Despite targeting the entire market, Surf Excel focused
on the middle-income group and householders, which helped
them, establish a loyal consumer base.
However, Surf Excel's success did not stop there. Their
promotion strategies were nothing short of remarkable, and they
left no stone unturned to capture the attention of their target
audience.

 PRODUCTION CONCEPT:

Surf Excel is a laundry detergent brand owned by the

multinational consumer goods company Unilever. The
production concept of Surf Excel revolves around the idea of
providing a high-quality laundry detergent that effectively
removes tough stains and dirt from clothes. To achieve this, Surf
Excel uses a combination of surfactants and enzymes in their
detergent formulation. Surfactants help to lift dirt and stains
from the fabric while enzymes break down the chemical bonds
that hold the stains together, making them easier to remove.

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 Surf Excel also focuses on using environmentally friendly
production practices and materials. The company has
implemented initiatives to reduce its carbon footprint and to
ensure sustainable sourcing of ingredients.
In addition to its core product, Surf Excel has also expanded its
product line to include variants such as Surf Excel Easy Wash
and Surf Excel Matic, which cater to different washing machine
types and laundry needs.
Overall, the production concept of Surf Excel is to provide
consumers with a high-quality laundry detergent that effectively
removes tough stains while also being environmentally
sustainable. Initially introduced as a detergent powder that
ensured the cleanest and whitest clothes, Surf Excel has evolved
over time, introducing several new variants with unique features.
The brand now offers bars, liquid forms, and detergent powder
options. The company has also launched different types of
detergents for both Front-Load and Top-Load washing
machines. Surf Excel uses natural extracts and essential oils to
create its products, which are known for their amazing
fragrances.

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 Some of the popular items in the brand's diverse product
portfolio include:
 Surf Excel Matic Front Load Detergent Powder
 Surf Excel Matic Liquid Front Load
 Surf Excel Matic Liquid Top Load
 Surf Excel Matic Top Load Detergent Powder
 Surf Excel Liquid Soap
 Surf Excel Quick wash
 Surf Excel Easy Wash Detergent Powder
 Surf Excel Plus Detergent Powder
 Surf Excel Blue
 Surf Excel Bar

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  PRODUCT CONCEPT:

Surf Excel's decision to divide its product range into two

subcategories, Hand wash and Machine wash, is a stroke of
marketing genius that displays the brand's understanding of its
diverse target audience. By catering to the specific needs of both
hand wash and machine-wash users, Surf Excel has successfully
established itself as a brand that not only cares about its
customers but also understands their individual preferences.
The Hand wash subcategory is specifically designed for
people belonging to the middle class who either cannot afford or
choose not to use a washing machine. Surf Excel has an array of
products under this category, including Surf Excel Liquid
Detergent, Surf Excel Bar, and detergent powders like Surf
Excel Quick Wash and Surf Excel Easy Wash. This strategic
move by Surf Excel has made it a household name among the
middle-class consumers who prefer hand wash over machine
wash.

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 On the other hand, the Matic sub-brand is a clear indication
of Surf Excel's commitment to cater to the needs of its
customers who use washing machines for their laundry needs.
The Surf Excel Matic range of products, including Surf Excel
Matic Liquid Front Load, Surf Excel Matic Liquid Top
Load, Surf Excel Matic Front Load Detergent Powder, and
Surf Excel Matic Top Load detergent powder, are designed to
provide superior cleaning performance while protecting the
washing machine's longevity.
In conclusion, Surf Excel's decision to segment its product range
has not only helped the company to increase its customer base
but has also enabled it to diversify its product portfolio. By
offering a wide range of products under different subcategories,
Surf Excel has ensured that it remains relevant to its customers,
regardless of their washing preferences. Surf Excel's ability to
anticipate and cater to the ever-changing needs of its customers
is what makes it stand out from the competition. So, if you're
looking for a brand that understands your washing needs, Surf
Excel is the perfect choice for you!

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  SELLING CONCEPT:

Surf Excel made sure that their product was available to

everyone, everywhere. They sprang themselves to some useful
packet versions, making it available at all stores and in all forms.
This made Surf Excel the detergent of the nation, catering to the
needs of everyone from daily use at home to usage in trips and
travels. One of the main facilities is that Surf Excel is available
in different size packets, making it accessible to everyone.
In conclusion, Surf Excel's success in the Pakistani market is a
result of their well-planned marketing strategies and
commitment towards the betterment of society. Their catchy
taglines, social messages, and accessibility made them a
household name in Pakistan and helped them establish a loyal
consumer base.

 MARKETING CONCEPT:

Surf Excel, a well-known brand of detergent, has developed a

broad marketing strategy to promote its products. The
company's advertising campaign centers around the tagline
"Dirt is Good," which emphasizes the idea that children should
be allowed to explore and play freely without fear of getting
dirty. To promote this philosophy, Surf Excel has employed
both above-the-line (ATL) and below-the-line (BTL) promotion
approaches. The company places a strong emphasis on great
television commercials as part of its ATL marketing approach.

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By showcasing children in various activities and highlighting the
benefits of their outdoor play, the company aims to create an
emotional connection with customers.

Surf Excel has also recruited a diverse group of TV and movie

superstars to feature in its ad campaigns, further enhancing its
appeal to a wider audience.

In addition to television commercials, the corporation has also

utilized other mediums such as billboards, posters, and print
media in newspapers, magazines, and major radio stations to
reach a larger audience.

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Overall, Surf Excel's marketing approach aims to not only
promote its products but also to promote an overall positive and
healthy lifestyle for children.

 SOCIAL MARKETING CONCEPT

From the very beginning, Surf Excel focused on the television

screen, which they believed to be the future knowledge box of
the middle class. And they were not wrong. With one impactful
tagline after another, Surf Excel became a household name in
Pakistan.
1. Their famous taglines such as 'Jaise Bhi Daag Ho… Surf
Excel Hai Na!' and 'Daag Accha Hain' not only showed the
confidence their consumers had in their product but also
made them popular among the next generation. This is
evident from the fact that Surf Excel's taglines are still
standing out and making a real difference for them.
2. Surf Excel did not just stop at catchy taglines; they also
made sure to provide a social message to their consumers.
The 'Daag Accha Hain' tagline showed the philosophical
relation of dirt with humanity and instilled a sense of
responsibility in people towards society.
3. In 2006, Surf Excel 1010 offered RS 10 lac scholarship for
Pakistani students, alongside with ‘Dirt is good’, which
helped them make a comeback with a new approach. This
particular campaign showed their commitment towards the

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 betterment of society and helped them establish an
emotional connection with their consumers.

COMPETITIVE ENVIRONMENT:

 COMPETITORS:

There are several brands in the market which are competing for
the same set of customers. Below are three competitors of Surf
Excel nationally.
1. Ariel
2. Bright

 COMPETITIVE POSITION IN THE

INDUSTRY:

Despite Surf Excel's dominant position in the premium

laundry segment, the brand faces intense competition from
several established and emerging players in the market. While
Surf Excel has been able to maintain its leadership position by
focusing on product quality, innovation, and effective
marketing, it cannot afford to rest on its laurels and must
continue to innovate and evolve to stay ahead of its rivals.

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 One of the biggest challenges that Surf Excel faces in the
market is the emergence of new and disruptive players that
are leveraging technology and innovation to create new
laundry solutions that are more effective, eco-friendly, and
affordable. These new players are challenging Surf Excel's
dominance by offering innovative products and services that
cater to the evolving needs and preferences of consumers.
Moreover, Surf Excel faces intense competition from other
established players in the market who are also vying for a
larger share of the premium laundry segment. These players
are investing heavily in marketing, research and development,
and distribution to gain a competitive edge and capture
market share.
Furthermore, the laundry industry is highly competitive, and
market conditions are constantly evolving, with new trends,
regulations, and consumer preferences emerging all the time.
Therefore, Surf Excel needs to remain agile and adapt to
changing market conditions quickly to maintain its
competitive position.
In conclusion, while Surf Excel has been successful in
capturing more than 50% of the premium segment market
share, the brand must continue to innovate and evolve to stay
ahead of its rivals in the highly competitive laundry industry.
By investing in product quality, innovation, marketing, and
distribution, Surf Excel can continue to maintain its
leadership position and grow its market share in the premium
laundry segment.

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  SWOT ANALYSIS:

SWOT Analysis of Surf Excel is as under

1) Strengths:
Surf Excel has several key strengths that provide it with a
competitive advantage in the market. These strengths include
being a premium detergent brand for Unilever Pakistan Limited
(UPL), a path-breaking technology that reduces water
consumption and time taken for rinsing by 50%, a strong
distribution network by UPL that benefits the product, and good
brand visibility and advertising with new ad campaigns to keep
the brand top-of-mind. Due to a very strong consumer pull, the
category itself is named as ‘surf’ in market due to very strong
consumer pull.

2) Weaknesses:
Certain aspects of Surf Excel's business can be improved to
increase its position further. Some of the weaknesses identified
in the Surf Excel SWOT Analysis are slightly higher price
which prevents it from reaching a mass of customers, product
awareness not being high among rural markets, and legal issues
due to brand wars. Per capita income of Pakistan is getting poor
and poor and due to this, premium segment is under pressure
due to inflation rate as well as poverty. Due to effective buying,
power consumer is shifting lower tear brands.

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 3) Opportunities:
The opportunities for Surf Excel to increase its business include
geographic expansion, product improvements, better
communication, and adapting to changing customer needs and
improving lifestyles. Rapid market growth with further rural
penetration is an important opportunity for Surf Excel to
capitalize on. In 70% of rural areas of Pakistan, women use
detergent soap and vermicelli instead of detergents for cleaning
and washing purposes. Therefore, there are still many
opportunities for conversion of it into detergent powder.

4) Threats:
Several factors can negatively affect the business of Surf Excel.
Due to heavy taxes, prices are getting higher and higher so
mushroom brands are getting space in market due to very poor
tax net. The SWOT Analysis of Surf Excel identifies low profit
margins in the detergent sector and a threat from existing and
new players in the market as the main threats to the brand. These
threats can be overcome by identifying new growth
opportunities and adapting to changing market conditions.

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MARKET STP:

 SEGMENTATION:

Segmentation is a crucial aspect of marketing, as it enables

companies to identify and target specific groups of consumers
with tailored messages and offerings. In the case of Surf Excel,
market segmentation is primarily based on consumer needs and
their perceived value of the product. Premium segment LMT,
IMT, A class outlet, shelf war.

Geographic segmentation is one of the ways in which Surf Excel

segments its market. The product is available all over Pakistan,
catering to both urban and rural consumers. This enables the
brand to reach a wider audience and tap into diverse consumer
needs.

1) Demographic Segmentation:
Demographic segmentation is another important factor for Surf
Excel, as the product is used by families of different sizes and
compositions. Both nuclear and joint families are considered,
with the target group being primarily females. Surf Excel is
most popular among middle to upper-income groups, who
prioritize quality, service, and value for money.

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 2) Psychographic Segmentation:
Apart from geographic and demographic factors, Surf Excel also
takes into account psychographic segmentation to identify and
target consumers based on their lifestyle, personality, and
values. This approach helps the brand to understand consumer
behavior and tailor its offerings accordingly.

3) Behavioral Segmentation:
Behavioral segmentation is also a key factor for Surf Excel. The
brand values loyalty and the ability to deliver on the perceived
value promised by the product. Customers who prioritize
quality, service, and affordability are also targeted by the brand.

 TARGETING:

After segmenting the market based on different groups and

classes, Surf Excel focuses on targeting specific consumer
groups with tailored marketing strategies and offerings. This
approach helps the brand to connect with its target audience
more effectively and drive sales.
Surf Excel's target group primarily includes middle to
upper-income groups, with the main focus being on females who
are homemakers and responsible for allocating budgets for
groceries. This approach enables the brand to target the
decision-makers in households and tap into the needs of its
primary users.

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 Other targets include:
 Strong Distribution Network
 Sales Team
 Distributions Network
 Maximum coverage in Rural and Urban areas.

 POSITIONING:

Positioning refers to the consumer's perceptions of the place a

product or a brand occupies in a market segment. Surf Excel has
positioned itself as a high-quality, medium-priced brand that is
essential for day-to-day household activities. The brand has an
emotional connection with people, as it uses children in its
advertisements, which creates a relatable and emotional appeal.
Surf Excel's positioning is centered around delivering on its
promise of quality and value for money, while also highlighting
the emotional appeal of using the product for day-to-day
household activities. This approach helps the brand to connect
with consumers on a deeper level and differentiate itself from
other competing brands in the market.

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MARKETING MIX:

 Surf Excel Product Strategy:

Surf Excel's product strategy is focused on offering a range of

detergent and soap products for both hand wash and machine
washing. The brand's hand wash category includes Surf Excel
liquid detergent, Surf Excel bar, and detergent powders like Surf
Excel Quick Wash and Surf Excel Easy Wash. In the machine
wash category, Surf Excel has launched its products under the
sub-brand name of Matic, which are specially manufactured for
front-load and top-load washing machines. The company's
product strategy is designed to cater to the needs of customers
across different segments and preferences, making it a popular
choice for cleaning clothes and apparel.

 Surf Excel Price/Pricing Strategy:

Surf Excel's pricing strategy is targeted at both premium and

mid-tier consumers, with a maximum market share pricing
strategy. The brand's products are priced lower than its rival
P&G brand Ariel, owing to the price sensitivity of Pakistani
consumers across the market segment. Surf Excel deploys
product line pricing by pricing its products targeting the
premium segment higher than the price of products targeting the
mid-rise segment. The company also follows a product-bundling
price strategy for selected products to promote them.

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Additionally, 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, quantity discounts
available on bulk purchases, and seasonal discounts.

 Surf Excel Place & Distribution Strategy:

Surf Excel's distribution strategy is focused on making its

products available across different regions in Pakistan,
Bangladesh, Sri Lanka and Hindustan. As a part of its marketing
mix, Unilever Pakistan Limited (UPL) has a country-wide
distribution network in all these countries. In Pakistan, the brand
is mostly available through traditional distributors and
wholesaler channels. The brand has direct coverage in over 1
million retail outlets and a network of 7000 stockists and more
than 2000 suppliers and associates as per 2014 data. While Surf
Excel is also sold in rural markets with smaller pack sizes
through rural retailers, the company's focus is largely on selling
Surf Excel in urban markets.
Surf Excel's decision to divide its product range into two
subcategories, Hand wash and Machine wash, is a stroke of
marketing genius that showcases the brand's understanding of its
diverse target audience. By catering to the specific needs of both
hand wash and machine wash users, Surf Excel has successfully
established itself as a brand that not only cares about its
customers but also understands their individual preferences.

21
 The Hand wash subcategory is specifically designed for
people belonging to the middle class who either cannot afford or
choose not to use a washing machine. Surf Excel has an array of
products under this category, including Surf Excel Liquid
Detergent, Surf Excel Bar, and detergent powders like Surf
Excel Quick Wash and Surf Excel Easy Wash. This strategic
move by Surf Excel has made it a household name among the
middle-class consumers who prefer hand wash over machine
wash.

On the other hand, the Matic sub-brand is a clear indication of

Surf Excel's commitment to cater to the needs of its customers
who use washing machines for their laundry needs. The Surf
Excel Matic range of products, including Surf Excel Matic
Liquid front load, Surf Excel Matic Liquid top load, Surf Excel
Matic front load detergent powder, and Surf Excel Matic top
load detergent powder, are designed to provide superior cleaning
performance while protecting the washing machine's longevity.

In conclusion, Surf Excel's decision to segment its product

range has not only helped the company to increase its customer
base but has also enabled it to diversify its product portfolio. By
offering a wide range of products under different subcategories,
Surf Excel has ensured that it remains relevant to its customers,
regardless of their washing preferences. Surf Excel's ability to
anticipate and cater to the ever-changing needs of its customers
is what makes it stand out from the competition.

22
 So, if you're looking for a brand that understands your
washing needs, Surf Excel is the perfect choice for you!
1. The stock levels of distribution with all of the SKUs should
be maintained.
2. Trade offers of companies should be maximum utilized
through sales points.
3. Lucrative Incentives for distributors against primary and
secondary sales are to be given to boost up product’s
growth efficiently.

 Surf Excel Promotion & Advertising Strategy:

Surf Excel's promotion and advertising strategy is focused on

creating an emotional connect with its customers. The brand
adopts a 360-degree promotion for its products, with a heavy
focus on TV advertisements. Surf Excel has featured children in
its ad campaigns using various themes to establish an emotional
connect with the customers. The company has also used various
TV and movie celebrities for its ad campaigns. The brand has
used billboards, posters, print media like newspapers and
magazines, and major radio channels for its ATL campaigns. In
its BTL campaigns, the company has organized various
competitions like hand painting competitions and launched
initiatives like "Surf Excel and You" to suggest mothers to
inculcate the habit of active learning in their children. The brand
has also used social media platforms like Facebook and Twitter
to build community relationships with its customers.

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 In conclusion, Surf Excel's marketing strategy and mix is
focused on offering a range of detergent and soap products,
targeting both premium and mid-tier consumers with a
maximum market share pricing strategy, and making its
products available across different regions. The brand's
advertising and promotion strategy is focused on creating an
emotional connect with its customers through TV
advertisements, celebrity endorsements, and various BTL
initiatives.

CONCLUSION:

Surf Excel is a well-known laundry detergent brand that is

owned by Unilever. It was first introduced in Pakistan in 1948
and has since become a popular brand in Pakistan and other
countries.
Surf Excel offers a range of laundry detergents that are
designed to meet the needs of different consumers. Some of its
popular products include Surf Excel Matic, Surf Excel Quick
Wash, and Surf Excel Easy Wash. These detergents are
formulated with advanced technology to provide superior
cleaning power and remove tough stains such as oil, grease, and
ink.
One of the key features of Surf Excel detergents is their ability
to work effectively in both hard and soft water. This makes them
suitable for use in different regions with varying water qualities.

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It has also been involved in several advertising campaigns that
have been well received by consumers. The brand is known for
its 'Daag Ache Hain' campaign, which emphasizes that stains
are a sign of an active lifestyle and encourages children to play
and explore without worrying about getting dirty.

Overall, Surf Excel is a reliable brand that offers high-

quality laundry detergents and has established a strong
connection with consumers through its advertising campaigns

1. Product Range: Surf Excel offers a range of laundry

detergents in different forms such as powder, liquid, and
capsules. The products are available in different sizes and
variants to meet the varying needs of consumers.
2. Superior Cleaning Power: Surf Excel detergents are
formulated with advanced technology to provide superior
cleaning power and remove tough stains. They are also gentle on
clothes and help to maintain the color and texture of the fabric.
3. Sustainability: Surf Excel is committed to sustainability and
has launched several initiatives to reduce its environmental
footprint. For example, the brand has introduced products that
require less water for washing, which helps to conserve water.
4. Brand Campaigns: Surf Excel is known for its creative and
impactful advertising campaigns. Its 'Daag Ache Hain'
campaign has been particularly successful in promoting the
brand and establishing a connection with consumers.

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5. Availability: Surf Excel products are widely available in
stores across Pakistan and other countries. The brand is also
available online on e-commerce platforms, making it convenient
for consumers to purchase their products.

Overall, Surf Excel is a reliable brand that offers high-

quality laundry detergents with superior cleaning power. Its
commitment to sustainability and creative brand campaigns have
also helped to establish a strong connection with consumers.

REFERENCES:
https://startuptalky.com/surf-excel-marketing-strategy/
https://www.mbaskool.com/marketing-mix/products/17315-surf-
excel.html
https://startuptalky.com/surf-excel-marketing-strategy/
https://www.scribd.com/document/91744398/Report-on-
Marketing-Strategy-of-Surf-Excel

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