MARKETING mIXProduct

In product some elements are involved which are Variety, Quality, Size, Features Brand Name, Packaging and Services.

Varity Surf Excel is at present situation available in two varitiesy Surf Excel y Surf Excel Matic

Quality Surf Excel quality is very popular among the peoples as Dominating the washing powders markets in Pakistan for four decades; Surf has continued to change according to consumer needs. since the brand has undergone numerous product quality improvements to offer best cleaning results.

Brand Name

Surf Excel is not only the product for washing the cloths but also it has created the The relation ship with customers as making grounds to promote their kids. Surf Excel is the brand that is targeting the peoples through believes and values. There fore they define there product on the basis of some relating activities. As regarding the image there is message for the peoples to avoid on the occasions to restrict when kids are in situation of doing something extra ordinary. Parents should encourage them.

Size Surf Excel is available in different quantities which are as follows 25g, 50sg,115g, 500g, 1kg and 2kg.

Price

Here the firms have to consider many factors for determining the price.y Selecting the price objective y Analyzing competitors costs, y Prices and offers.

y Selecting a pricing method.

Price is simply the cost plus profit of the firm. There are many competitors in the market. So the firms have to consider about the competitive price while selecting new price and schemes.

Basic Method of Setting Prices Unilever is using the following methods for price setting. Price to Distributors The company provides products to the distributors for the prices decided keeping in view the cost, the target revenue and competitors prices. All distributors are being equally treated. Prices Charged by Distributors to Retailers Unilever gives margin of certain percentage to distributors so in this way prices to be charged by distributors to retailers are fixed. Prices Charged by Retailers to Ultimate Consumers Company influences prices charged by retailers. So retailers are bound to charge fix price to ultimate consumer How to set the price of the product Prices are set by taking into consideration into the prices of the competitors.y As there products are highly quality .so usually they charge high prices. Such like Unilever set low price for Wheel Washing Powder in past. And they are charging price of surf Excel on the base of its quality.

Prices are set by taking into consideration

y What Customer believe for high price & high quality. y There price are high. because they believes in zero defects. y They charge different prices to registered and unregistered retailers. y Prices are set by taking into consideration the size, type of product.

LIst prices of surf excel Surf ExcelQuantity 25 grams 50 grams 115 grams 500 grams 1 000 grams 2000 grams Price in rupees 5 10 20 115 210 405

discounts A quantity discount is price reduction to those who buy large volumes. This is given to increase company sales. So that firm can have more revenues. However Unilever is allowing 1% discount to distributors & whole sellers on purchase of Surf Excel of worth Rs 600. discounts on payment period It is a price reduction to buyers who pay their bills promptly. A typical example is 2 /10 net 30. Which means payment is due within 30 days and buyer can deduct 2 % by paying the bill within 10 days. But Unilever is not offering such discount. They are dealing on cash basis. Functional discounts These are also called trade discount which is offered by this particular firm. It will be given to those who perform certain function Such as storing, selling book keeping. Surf Excel has own agent or Book keepers. Helium VRCB is company which is performing such actions as referring by Unilever

Credit termsUnilever is not operating on the basis of credit terms. The purchaser has to pay the amount within one day. But listed parties such as Abdul Hameed store, AlGhosia store and Rana store are being facilitating on 7 days credit.

Place

Registered office Avari plaza, Fatima Jinnah Road, Karachi. Rahim Yar Khan Factory Unilever Pakistan limited Laghari road Rahim yar khan Channels Unilever is focusing on the indirect marketing channels where they sell surf excel through retailers.Consumer Retailer Distributor Company

Locations As on the basis of Surf Excel Unilever is focusing on all areas through which it is possible to cover different classes needs. Thats why Unilever products are available at general stores as well as departmental stores, eg: Akbari store, Al Fatah & Decent departmental store. Coverage Unilever aims to create a long term relationship with customers so they belief that this objective will be only fulfill, if they have system to handled the markets needs as to reach the product on all areas where its target market exist. Shelf Spacing Surf Excel is being position in different departmental store on the base of taking the a specific area among other brands. For this purpose Unilever is paying 2 million rupees to Alfatah store as acquiring 40 % area in the detergents. Assortments This term refer the situation where products are to be maintain on the basis of grading, However Unilever product (Surf Excel) is reliable. Inventory As Unilever mostly products are convenience product. So they have to maintain their position strong as contains the inventories in huge amounts. Through which it will be possible to facilitate the market on times as placing it after every two days.

Promotion

Promotion consist of a diverse collection of incentive tools, mostly short term, designed to stimulate quicker and greater purchase of particular product/services by consumer as the trade. Unilever Pakistan Limited places their products in local as well as in foreign market. They export directly and indirectly. Unilever promote their products through media, and other trade incentives to distributors and wholesalers. ADVERTISING STRATEGY MEDIA USE Unilever Pakistan Limited use radio, TV and Billboards and newspapers for advertising purposes. FACTORS FOR DECIDING MEDIA STRATEGY Which one is more effective Cost benefit

More access

PROMOTION CAMPAIGN

INAM HI INAM DOSTI KAY NAMFrom November 2 , 2008 To January 31 , 2009Promotional activities provides chance to company to communicate with the potential parties to Beat the drum about it products. In this scheme company gives the points to whole sellers on the purchasing of Rupees 200. Schdule is as follows.

Brand Surf Excel Surf Excel Surf Excel Surf Excel Surf Excel Surf Excel

SKUs 25 50 115 500 1000 2000

Purchasing 200 200 200 200 200 200

Points 10 10 10 16 16 16

The company sets up the store displays and sales officers make sure that items displayed are properly arranged so that they can look attractive on eye contact level. There fore Surf Excel is being shown on the hangers of the stores as in return of charges for it.

Promotion methodsAdvertising. Newspaper: Jang and Naway Waqt is being used for advertisement in front page. Television: All nationwide channels are being used to run the campaign of Surf Excel. Unilever has to pay the huge amount for it as advertise through different channels, eg: ATV & PTV.

ATVAdvertising Tariff With Effect From 01 July, 2007 Time SlotRates per Minute 07:00am - 03:59pm25,000+GST 04:00pm - 05:59pm50,000+GST 06:00pm - 06:59pm75,000+GST 07:00 pm - 09:59 pm 100,000+GST 10:00pm -11:59 pm50,000+GST 12:00am - 06:59 pm15,000+GST

Radio: FM 100, FM 103 and FM 106.2 is now a days being used. Road display: Bill Boards such like at Chuburji chowk is being used where a kid is showing the functionality & Purpose of Surf Excel.

Sales promotion Incentives: Last year Surf Excel was sell as giving 1kg mango on the base of purchasing of 1kg Surf Excel at selected areas such as Gulberg. Samples: Surf Excel is well known brand therefore there is no need to promote it by samples. Personal selling Order takers: Company has employees who perform the activity of order taking from different areas to facilitate the retailers. There usually one day company performthe activity of order taking and very next day they deliver the Surf Excel to the destination.

Stalls: Company arranges their stalls in the exhibition at which the products are displayed.

Public relations

Through Events: Surf Excel is creating the relation ship with peoples as associating as considering the kids importantly because they know that when they will capture the feelings of the kids they have the strong grounds as this segment is more favorable. Surf Excel game masti is a chain of public relations which held over year. Last year it was hold at Race Course Park. Now a days there are focusing on making new playgrounds as demanding 1Re on 1 kg packet.

Place