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Transcript of Marketing Plan Ali
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Marketing Plan
Presented By
Habib Ahmed (062413)
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Affiliation: Marketing Strategy
(MBA subject studying at IMS)
29-11-2008
Acknowledgment
May ALLAH bless mewith such kind of
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dedicated teacher in
future.Thanks to Sir Jawad Saleem,under his dynamicguidance I am able to
express myself. And Iam now at the stage tocomplete my project. He
is beyond my thoughtsand much more than thisacknowledgement.
And finally I am thankful
that He cooperated withme and appreciated as
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well. All the research I
have done is due to theskill I required from you.I have tried my best toprovide you the actual
facts and figures.I hope you will surelyfeel a difference and will
appreciate me.Only your appreciationis my reward.
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Table of Contents
1. Synopsis
42. MissionStatement
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............. 53. Current MarketingSituation..
6
o MarketDescription........
............................
............................
..........6
o ProductReview
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11o Review ofCompetition
12
o Review of
Distribution.....................................................................14
o MarketPotential
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..15
4. SwotAnalysis...
....................................... 16
5. Objectives and
Issues .........................................18
6. MarketingStrategies
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...
...........19PositioningStrategy.
....19
Marketing Mix (Product)
....20Marketing Mix (Price).22
Marketing Mix(Distribution)
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.25Marketing Mix(Promotion) ...
27
CompetitiveStrategy
............31
7. MarketingResearch..................................................................................................33
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8. Budget..........................
......................................................................................
.........36
9. Control
........36
10. Bibliography.......37
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Synopsis
Through this study Iobtain informationabout different
players of detergentmarket.
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Through this
project I can tell thepeople about thecurrent marketsituation of surf
excel as viewing themarket, which willprovide a picture tohow consider the
market trends infuture.
I am student of
Marketing Strategy,so that's why I wantto know about Surf
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Excel Marketing
System.
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early days. To educate
housewives about itsuse, house to housedemonstration wereorganized in Lahore and
Karachi. Free sampleand coupons were alsodistributed to recruitconsumer. There has
been no looking backsince the brand hasundergone numerousproduct qualityimprovements to offerbest cleaning results.
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Over the year, there has
been a shift from cartonsto poly ags andemergence of low unitprice packs.
With continuoustechnologicalinnovations, the brand
has always managed tofight off competition.Surf Excel, which hit theshops recently, has
already gained areputation for the best inthe market
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MISSION STATEMENT
We are the leadingconsumer productscompany in Pakistan, a
multinational with deeproots in the country.
We serve the everyday
needs of all consumerseverywhere for foods,hygiene and beautythrough branded
products and servicesthat deliver the bestquality and value.
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Our bands capture the
hearts of consumersthrough outstandingcommunication
Through managing a
responsive supply chain,we maximize value fromsuppliers to customers
We are exemplarythrough our commitmentto business ethics,Safety, Health,
Environmentalist and
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involvement in the
community.Current Market Situation
Market Description
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Product Review
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A comparison of cost price with sale price of Products in productline.
Surf Excel
Quantity Cost Price in Rupees Sale Price in Rupees
25 grams 4.7 5
50 grams 9.5 10
115 grams 19 20
500 grams 110.50 115
1000 grams 199.50 210
2000 grams 385 405
Unilever Products B.C.GMatrix
Star
Ponds skin cream
Question mark
Cash cow
Surf Excel
Sun silk Shampoo
Dog
Lifebuoy Shampoo
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Surf Excel:Surf Excel is a productof Unilever which is at
growth stage as it haslarge market.
In Market Surf Excel 50grams has huge market
share with respect toother Sashes.
While demand of 500
grams is very low.50grams is facilitating theclass B and Lower B.
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And 500 grams are
facilitating the Class Aand Class B+.A Review of Competition
Ariel
History
When we talk about P& G then questionarises what stands for
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it, basically it stands
for Proctor &Gamble. Basically itcame into existence in1837 in queen city of
west.William Procterquickly established
himself as a candlemaker. James Gambleapprenticed himself toa soap maker. Soon
they started to workcombine in 1837, abold new enterprise
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was born: Procter &
Gamble.On April 12,1837, William Procterand James Gamblestart making and
selling their soap andcandles. On August22, they formalize theirbusiness relationship
by pledging $3,596.47apiece. The formalpartnership agreementis signed on October31, 1837.
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They are also in the
process to facilitate onthe base of providingwashing powder.
Need
Use for the purpose towash the cloths
Customer Benefit
Ariel is associating thebrand with customer onthe bases to give them
superior quality andmakes the ground forcustomer to provide a
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theme which cause to
have happiness.TARGET MARKET OFARIEL
Ariel has adopted thestrategy of marketaggregation. ARIELtarget market includes
Middle Class, UpperMiddle Class and UpperClasses of thepopulation of Pakistan.
The Ladies of Pakistan
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who are very conscious
about their family.MARKETINGPOSITIONING
Ariel is considered to bea trusted and premiumbrand of Pakistan.Procter and Gamble is
positioning their productin the best of theircustomer satisfaction.As charging money they
are positioning theirproduct as best use as
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well as providing quality
in response.They are focusing on thequality and they are alsoin a motive to facilitate
the customer asproviding a whole rangewhich they can.
Price Comparison with differentPlayers
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Brand Name Quantity Price in rupees
Surf Excel 1000 grams 210
Ariel 1000 grams 210
Brite 1000 grams 170
Express Power 1000 grams 125
Bonus 1000 grams 60
A Review of Distribution
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Distributors
Distributors are theinstitution through which
availability of productsis possible. Unileversdistributors have a verygood relationship withthem. and the importantthing is that they mustintegrated into total
marketing mix becauseof time and money
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required to setup an
efficient channel.Unilever has Sixdistributors in Lahore whichare as follow.
Allied Marketingat Gulberg II
Shahzad BrothersEnterprises at MurgiHana
Sigma atKotlakhpat
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Munner & Phips
at Sham Nagar Munner & Phipsat Ravi Road
Munner & Phipsat Johar Town
DISTRIBUTION STRATEGIES
Unilever uses the following multiple channel of distribution.
Wholesaler
Distributor
Retailer
Consumer
Company
Consumer
Retailer
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Distributor
Company
Unilever uses a lot ofdistributors and retailersto supply its products ineach market where the
final customer mightreasonably look for it.
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While appointing a
distributor for aparticular area,management uses itsown judgment to select
such a person that has apotential to operateeffectively.At presentSituation for Surf Excel
they are focusing byintensive manners andfor new products likeSurf Excel Matic they arefocusing the distibution
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channal by Exclusive
manners.Effect of Distribution on sales trend
Designing of channel forSurf Excel
Unilever has adopted themethod of intensivedistribution for Surf
Excel because the targetmarket of this product issegmented for washing
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cloths using any
method.The customer want topurchase this productfrom nearest shop as
this is convenienceproduct.
Market Potential
Detergent Marketis growing by 16%
intensively.
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At presentConsumer preferdetergent on thebase of quality.
Pakistani Peoplesare moving fromrural areas to urbanareas as life style is
changing.Advertising ispromoting thedetergents bycomparing thefunctionality of
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different detergents
and laundry Soaps. Increaseawareness of usagebenefit of detergent.
]
SWOT Analysis
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Strengths
Enjoyingeconomies of scale
Good will in themarket
Strong financialposition
Surf has becomethe generic name indetergents
Have Strongdistribution channelin Pakistan
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Abundantfinancial resourcesWell-known brandname
Well brand imageCommittedemployees
Weakness
Huge inventorystocks of rawmaterial
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Weak spendingon R & D Internal operatingproblems
Opportunities
Rapid marketgrowth
Changingcustomers needs &wants as life stylechange
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To create relationwith society on thesocial marketingbasis
Pakistan peoplesmoves from soap todetergent
Threats
There is verytough competition in
detergents markets
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Low profitmarginsSmuggled brandsof CHINA
New competitionin the market Increases in taxes Increases inprices due to fuelprices
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Objectives
The objectives of theSurf Excel is
To meet the everydayneeds of people
everywhere toanticipate theaspirations of
consumers andcustomers and torespond creatively andcompetitively with
branded products andservices, which raise thequality of life.
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Total commitment to
exceptional standards ofperformance andproductivity, to workingtogether effectively and
to a willingness toembrace new ideas andlearn continuously.
To maintain higheststandards of corporatebehavior towardsemployees, consumers
and the societies andworld to acquiresuccess.
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The major points are as
fallows.Sales growthRevenueMarketpositioning
Enhance MarketsharesCustomersatisfaction
Goodwill &reputation
Issues
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creating unique
values, that othersare not giving withcore product.
Sales growth ispossible whenproduct remain atfixed price for a
specific time periodand this depend oncheapest rawmaterial handling
and its transporting.
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Marketing Strategies
TARGET MARKET OFSURF EXCEL
Surf Excel has adoptedthe strategy of marketaggregation. It is aproduct by Unilever.
SURF EXCEL targetmarket includes MiddleClass, Upper Middle
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Class and Upper Classes
of the population ofPakistan.
Surf Excel target theSOCIAL ECONOMIC
CLASS OF A, B+ AND B
Surf Excel has the hugeshare from major cities.
MARKETING POSITIONING:
Surf Excel is considered
to be a trusted andpremium brand becauseof its unique
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association. Unilever is
positioning their productin the best of theircustomer satisfactionwhich also differentiate
from their competitors.They are creatingenvironment for peopleto have a life easy
chance.
As regarding the imagethere is message for the
peoples to avoid on theoccasions to restrictwhen kids are in
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situation of doing
something extraordinary.
They are alsopositioning as
considering the fact ofStrongs competition .Sothey are also focusing
different type offacilities.
MARKETING mIX
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Surf Excel is at present
situation available in twovarities
Surf Excel
Surf Excel MaticQuality
Surf Excel quality is verypopular among thepeoples as Dominatingthe washing powdersmarkets in Pakistan forfour decades; Surf has
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continued to change
according to consumerneeds. since the brandhas undergonenumerous product
quality improvements tooffer best cleaningresults.
Brand Name
Surf Excel is not only theproduct for washing thecloths but also it has
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created the The relation
ship with customers asmaking grounds topromote their kids.
Surf Excel is the brand
that is targeting thepeoples throughbelieves and values.
There fore they definethere product on thebasis of some relatingactivities.
As regarding the imagethere is message for the
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peoples to avoid on the
occasions to restrictwhen kids are insituation of doingsomething extra
ordinary.Parents shouldencourage them.
Size
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Surf Excel is available in
different quantitieswhich are as follows
25g, 50sg,115g, 500g,1kg and 2kg.
Price
Here the firms have toconsider many factors
for determining theprice.
Selecting the price objective
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Analyzing competitors costs,
Prices and offers.
Selecting a pricing method.
Price is simply the cost plus profit of the firm. There are many competitorsin the market. So the firms have to consider about the competitive pricewhile selecting new price and schemes.
Basic Method of Setting Prices
Unilever is using thefollowing methodsfor price setting.Price to Distributors
The companyprovides
products to thedistributors forthe prices
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in this way
prices to becharged bydistributors toretailers are
fixed.Prices Charged by Retailers to Ultimate Consumers
Companyinfluences
prices chargedby retailers. Soretailers are
bound to chargefix price to
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ultimate
consumerHow to set the price of the product
Prices are set by takinginto consideration into
the prices of thecompetitors.
As there products
are highly quality .sousually they chargehigh prices. Suchlike Unilever set low
price for WheelWashing Powder inpast. And they are
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charging price of
surf Excel on thebase of its quality.
Prices are set bytaking into
consideration
What Customerbelieve for high
price & high quality. There price arehigh. because they
believes in zerodefects.
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They charge
different prices toregistered andunregisteredretailers.
Prices are set bytaking intoconsideration the
size, type ofproduct.LIst prices of surf excel
Surf ExcelQuantity Price in rupees
25 grams 5
50 grams 10
115 grams 20
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500 grams 115
1 000 grams 210
2000 grams 405
discounts
A quantity discount isprice reduction to thosewho buy large volumes.
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This is given to increase
company sales. So thatfirm can have morerevenues. HoweverUnilever is
allowing 1% discount todistributors & wholesellers on purchase ofSurf Excel of
worth Rs 600.discounts on payment period
It is a price reduction to
buyers who pay theirbills promptly. A typicalexample is 2 /10 net 30.
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Which means payment is
due within 30 days andbuyer can deduct 2 % bypaying the bill within 10days. But Unilever is not
offering such discount.They are dealing on cashbasis.Functional discounts
These are also calledtrade discount which isoffered by this particular
firm. It will be given tothose who performcertain function Such as
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storing, selling book
keeping. Surf Excel hasown agent or Bookkeepers. Helium VRCB iscompany which is
performing such actionsas referring by UnileverCredit terms
Unilever is not operatingon the basis of creditterms. The purchaserhas to pay the amount
within one day.But listed parties suchas Abdul Hameed store,
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AlGhosia store and Rana
store are beingfacilitating on 7 dayscredit.
Place
Registered office
Avari plaza,
Fatima Jinnah Road,
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Karachi.Rahim Yar Khan Factory
Unilever Pakistanlimited
Laghari road
Rahim yar khan
Channels
Unilever is focusing onthe indirect marketingchannels where they sellsurf excel through
retailers.Consumer
Retailer
Distributor
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Company
Locations
As on the basis of SurfExcel Unilever is
focusing on all areasthrough which it ispossible to coverdifferent classes needs.
Thats why Unileverproducts are available at
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general stores as well as
departmental stores, eg:Akbari store, Al Fatah &Decent departmentalstore.
Coverage
Unilever aims to create along term relationship
with customers so theybelief that this objectivewill be only fulfill, if theyhave system to handled
the markets needs as toreach the product on all
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areas where its target
market exist.Shelf Spacing
Surf Excel is being
position in differentdepartmental store onthe base of taking the aspecific area among
other brands.For this purposeUnilever is paying 2million rupees to Alfatahstore as acquiring 40 %area in the detergents.
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Assortments
This term refer thesituation where productsare to be maintain on thebasis of grading,
However Unileverproduct (Surf Excel) isreliable.
InventoryAs Unilever mostlyproducts areconvenience product. Sothey have to maintaintheir position strong as
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contains the inventories
in hugeamounts. Through whichit will be possible tofacilitate the market on
times as placing it afterevery two days.
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Promotion
Promotion consist of adiverse collection ofincentive tools, mostlyshort term, designed tostimulate quicker and
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greater purchase of
particularproduct/services byconsumer as the trade.
Unilever Pakistan
Limited places theirproducts in local as wellas in foreign market.
They export directly andindirectly. Unileverpromote their productsthrough media, and
other trade incentives todistributors andwholesalers.
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PROMOTION CAMPAIGN
INAM HI INAM DOSTI KAY NAM
From November 2 , 2008 To January 31 , 2009
Promotional activities provides chance to company to communicate withthe potential parties to Beat the drum about it products.
In this scheme company gives the points to whole sellers on thepurchasing of Rupees 200. Schdule is as follows.
Brand SKUs Purchasing Points
Surf Excel 25 200 10
Surf Excel 50 200 10
Surf Excel 115 200 10
Surf Excel 500 200 16
Surf Excel 1000 200 16
Surf Excel 2000 200 16
The company sets up the store displays and sales officers make surethat items displayed are properly arranged so that they can lookattractive 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 methods
Advertising.
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Newspaper:
Jang and Naway Waqt isbeing used foradvertisement in frontpage.
Television:
All nationwide channelsare being used to run the
campaign of Surf Excel.
Unilever has to pay thehuge amount for it as
advertise throughdifferent channels, eg:ATV & PTV.
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ATV
Advertising Tariff
With Effect From 01 July, 2007Time 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 FM106.2 is now a daysbeing used.
Road display:
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Bill Boards such like at
Chuburji chowk is beingused where a kid isshowing thefunctionality & Purpose
of Surf Excel.
Sales promotion
Incentives:Last year Surf Excel wassell as giving 1kg mangoon the base ofpurchasing of 1kg Surf
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Excel at selected areas
such as Gulberg.Samples:
Surf Excel is well known
brand therefore there isno need to promote it bysamples.Personal selling
Order takers:Company hasemployees who perform
the activity of ordertaking from differentareas to facilitate the
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retailers. There usually one day company perform theactivity of order taking and very next day they deliver the Surf Excel to thedestination.
Stalls:
Company arranges theirstalls in the exhibition at
which the products aredisplayed.
Public relations
Through Events:
Surf Excel is creating the
relation ship withpeoples as associatingas considering the kids
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importantly because
they know that whenthey will capture thefeelings of the kids theyhave the strong grounds
as this segment is morefavorable.
Surf Excel game masti is
a chain of publicrelations which heldover year. Last year itwas hold at Race Course
Park.
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Now a days there are
focusing on making newplaygrounds asdemanding 1Re on 1 kgpacket.
Competitive strategy
Competitive strategy
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In competitive strategy
there are some sort ofpressure on you,which have, you mustthe capability to face it
like they arePressure of Buyers:
When there is a lot of
sellers lying in themarket then buyer haspower to influence.
Pressure of Suppliers:
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One supplier for a
company can exploitthe company. Therefore Surf Excel has 3Suppliers for the
purpose to bargainwith them effectively.
Threats of Substitutes:
In the detergent marketpeople have choices asthey can take Surf Exceland Ariel alternatively.
Threats of new entrance:
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New coming brands of
China and othersmuggled brands arehuge threat for SurfExcel.
As concern ofcompetitive strategythe organizations
really should focus onfollowing of threestrategies
Differential strategy when we see
towards the Unileverthey have really
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provide the good
quality products to theconsumers likepacking and beautifulappearance with
beautiful colors andimages as wellas Unilever focusingon best quality of Surf
Excel as charging thepremium on it.
Cost leadership strategy as concern
of matter with theUnilever they havereally adopted such
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techniques, which
shows that they havereally focused on thecost minimizationthrough adopting
different techniques &new moderntechnologies.Focus strategy as concern of matter with the Unilever. It isa multinational company so they focus the market segments
and put totally their intentions to major segments.
Market Research on Surf Excel
Introduction:
We are conducting a
research survey on SurfExcel to study itsgrowth.
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We need to identify what
variables are affectingthe sales of Surf Excel.
We really appreciateyour value able time and
expended cooperationfilling in the informationbecause you are the one
who can give us toidentify the variables.
We hereby confirm andassure you that your
information been givenin this survey form
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would be kept strictly
confidential and wouldnot be shared with anyone other researchmembers.
Instruction
Thisquestionnaire is
about your personalexperience soplease read carefullywhile attempting it.
Q1. Which washing powder you use for washing cloths?
Surf Excel Ariel Brite Bonus Others
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Q2. Surf Excel is better than any other detergent or
Washing soap?
Strongly
AgreeAgree
Some What
AgreeDisagree
Strongly
Disagree
Q3. Is Surf Excel Matic is a good product for
washing the cloths in the washing machines?
Strongly
AgreeAgree
Some What
AgreeDisagree
Strongly
Disagree
Q4. The result of Washing cloths from Surf Excel is
different from other detergents?
Strongly
AgreeAgree
Some What
AgreeDisagree
Strongly
Disagree
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Q5. There is difference between Surf Excel and Surf Excel
Matic?
Strongly
AgreeAgree
Some What
AgreeDisagree
Strongly
Disagree
Q6. Choose number for ranking detergents.(1st, 2nd ,3rd, 4th )
Surf Excel Bonus Brite Ariel
Q7. Surf Excel Matic should be available in small size packets?
Yes No
Q8. Surf Excel has develop confidence in kids as promoting
them?
Strongly Disagree Disagree Some What Agree Agree
Strongly Agree
Q9. Surf Excel Matic should be available at general stores?
Yes No
Q10. Surf Excel Matic is in market after awareness about it
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Which washing powder you use
for washing cloths?
Surf Excel is better than any
other detergent or Washing
soap?
Is Surf Excel Matic is a good
product for washing the cloths
in the washing machines?
Surf Excel Matic is in market
after awareness about it
purpose and function?
Budget
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Per kg revenue is 230 and
variable cost is 150
While consumption will be 96000
tons.
There fore break even will be =
(96000/230-150)*1000
Controls
Company deals only in those
products that are profitable. If
there is any indication that any
product is not profitable company
analyzes the reasons and step are
taken to overcome the reasons. For
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this purpose Unilever concern with
marketing research firmAftaab Associates
for
marketing research to gain the
information about trend of market.
Company also takes into
consideration the welfare of the
consumers. It takes into account
the taste and habits of the
consumer.
There fore company has finished
the production of Wheel Washing
Powder in past.
It also works for the welfare andinterest of Pakistan in the
following terms:
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