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Introduction

• Purex is a popular laundry detergent in the UnitedStates, Canada and various other countries

•  Takes its name from a sister product, Purex bleach

•

ill shift consumer trends from using a !ashingpo!der to a li"uid

• #evolutionary change in the !ay people !ashclothes

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Situational Analysis

Category Soap $ %etergents

Sector &'C(

Tagline/ Slogan

Unique SellingProposition (USP)

) !ashing detergent !hich combines the cleansingadvantages of bleach $ !ashing po!der

Segmenting, Targeting and Positioning (STP)

Segment Soap $ %etergents

Target Group 'iddle class

Positioning ) !ashing detergent !hich combines the cleansingadvantages of a li"uid as !ell as a !ashing po!der andprovides complete value*for*money

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SWOT Analysis

Strengths 1. A renowned brand name worldwide

2. A liquid detergent, diferent rom its

competitors

3. Strong in technology and R!

". #ne o a $ind in %a$istan

&. 'igh probability o a good return on

in(estment )R#*+

Weaknesses 1. An image that it ades clothes ast

2. ea$ oot-hold in emerging economies

3. egal issues due to brand wars

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Opportunities + Target those cities in Pakistan !hich hasthe largest potential in the detergentmarket

- Use non*traditional means of promotions totap a signi.cant market share

/ 0iche target market

1 %i2erentiate itself from other marketplayers using its di2erent li"uid

phenomenon

Threats + 3igh competition from the local markets

- 4o! pro.t margins in detergent sector

/ Threat from existing and ne! players in the

marketCompetition

+ Surf 5xcel

- )riel

/ Sunlight1 6rite