Marketing Profile of Surf Excel Quick Wash 500gm

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Marketing Profile of

Surf Excel Quick

Wash 500gm



BRAC Business School

Marketing Management

Marketing Profile of Surf Excel Quick Wash 500gm

Submitte b!"

#abassum Akhter $ %&&0'%&%

(ariha )afor Rima $ %&&0'%&*

Sheikh +asir Arafat $%%*0'0,%

Mohaiminul -slam $ %**0'05.

R!/e! Rahman $ %&%0'%,5

Atik -lman ossain $%&%0'*05

1afees (ara2 $ %**0'0..

1afis -mtia3 Sii4ue $ %*&0'0*

Cho6hur! Abul asib $ %%*0'0.,

Submitte to" 78M8 Shafa!et 9llah: Senior ;ecturer: BRAC Business School

<ate of Submission" <ecember %0: *0%'



Letter of Authorization

1o/ember %,: *0%'

BRAC 9ni/ersit!

Mohakhali

<haka %*%*

Banglaesh

Subject ;etter of Authori2ation to Conuct Research on Surf Excel8

<ear:

- am 6riting this letter to ackno6lege !ou for !our =ermission to com=lete the =ro3ect on creating the

Marketing Profile of Surf Excel Quick Wash !500gm"#

As =art of the com=letion of the Marketing Management course >M?#&0%@ uner BRAC Business

School: !ou are re4uire to submit a Marketing Profile on a s=ecific Strategic Business 9nit >SB9@ of

an organi2ation of !our choice8 After multi=le iscussions 6ith the grou= members: it 6as =ro=ose

that the SB9 chosen b! !our grou= 6as the 500 gram =ack of Surf Excel Quick Wash launr! etergent

b! 9nile/er Banglaesh8 - hereb! authori2e the grou= to com=lete the =a=er regaring this to=ic an

ex=ect them to submit the com=lete =a=er in ue time: meeting the ex=ecte re4uirements an

stanars8

- 6ish the #eam <ourer 9=or ><9@ all the best for their task an ex=ect a com=lete =a=er of exacting

stanars submitte in ue time8

Sincerel!:

78 M8 Shafa!et 9llah

Senior ;ecturer




Letter of $ransmittal

<ecember %0: *0%'

#o

78M8 Shafa!et 9llah

Senior ;ecturer


BRAC 9ni/ersit!

Subject Submission of re=ort on Surf Excel Banglaesh

<ear Sir:

We 6oul like to kinl! inform !ou that 6e ha/e com=lete the Marketing Profile for Surf Excel

Quick Wash as an integral =art of successfull! com=leting the Marketing Management >M?#&0%@

course8

#he re=ort is =re=are to =ortra! a 6holesome /ie6 on the marketing relate as=ects of the 500 grams

=ack of Surf Excel Quick Wash in Banglaesh8 #hrough our best sincerit! 6e trie to u=take all the

relate issues in the re=ort 6ithin se/eral limitations8 We 6oul like to ackno6lege our gratitue to

!ou for assigning us the =ro3ect 6hich allo6e firsthan ex=erience in =roucing a Marketing Profile

of acce=table format an stanar8 We sincerel! ho=e an belie/e that these finings 6ill be able to

meet the re4uirements of the course8

#herefore: 6e 6oul like for !ou to kinl! acce=t our re=ort to ackno6lege our effort an for !our

kin e/aluation8

#hanking !ou in antici=ation8

+ours Sincerel!:

#abassum Akhter $ %&&0'%&%

n behalf of #eam <ourer 9=or



Ackno%le&gement

With the great o==ortunit! gi/en to us for 6riting this re=ort: it has brought a sense of =leasure to be

able to submit it8 We 6oul like to thank all the contributors of this =iece of 6riting8 9nfortunatel!: the

list of ex=ressi/e gratitue$ no matter ho6 extensi/e$ is al6a!s incom=lete an inae4uate8 o6e/er:

to start 6ith: 6e 6oul like to thank our Almight! 7o for besto6ing us 6ith =atience an courage to

finish this huge task 6ith the gi/en ealine an the entire grou= member for oing e/er!oneDs 6ork

=ro=erl!8

-n aition: 6e sincerel! ackno6lege our ebt to our honorable facult! of BRAC business school an

M?# &0% course instructor Mr8 7 M Shafa!et 9llah: for his /aluable counseling to better our re=ort8

Without his encouragement: this 6ork 6oul ha/e been extremel! ifficult to accom=lish8



Executi'e Summar(

Marketing is 6ies=rea to reach out to the remotest of area 6ith a com=an!Ds offering 6hich encloses

a mutual benefit for both the =roucer an consumer8 #his re=ort 6ill reflect all the marketing tools:

tactics: strategies that Surf Excel uses to s=rea out its area of ser/ice8 (irstl!: the =otential market

nees to be unerstoo b! the =roucer so that the =rouct is eligible for them an 3ustifies the

allocation of resources8 Surf Excel here is re=orte to a Strategic Business 9nit >SB9@8 Effecti/e

market segmentation an targets are 6ell efine in =ers=ecti/e of Surf Excel8 Seconl!: braning

through intense =lanning: a great eal of long$term commitment an creati/el! esigne an execute

marketing of Surf Excel is iscusse8 Bran is built on the founation of a =rouct an therefore Surf

ExcelDs su=erior 4ualit! that sur=asses customer /alue8 Attache 6ith a =rouct are com=onents such as

=rice of the =rouct that nees to be carefull! strategi2e for making =rofit an continuing the business8

Surf Excel: a 6ell esigne an markete =rouct can gras= a =rice =remium an secure big =rofits in

Banglaesh Market8 ;astl!: /alue eli/er! through Surf ExcelDs istribution an marketing channels is

talke about here8



$able of )ontents

Letter of Authorization.................................................................................iii

Letter of $ransmittal....................................................................................iv

Ackno%le&gement........................................................................................v

Executi'e Summar(.....................................................................................vi

*ntro&uction................................................................................................1

)ha+ter ,...................................................................................................2

)ha+ter -...................................................................................................6

)ha+ter 5.................................................................................................13

)ha+ter ..................................................................................................23

)ha+ter /.................................................................................................32

)ha+ter .................................................................................................48

)ha+ter ,0 an& ,,......................................................................................52

)ha+ter ,1................................................................................................64

)ha+ter ,5................................................................................................74

)onclusion................................................................................................78

2ibliogra+h(.............................................................................................79



*ntro&uction

Banglaesh is a countr! of o/er %58 million =eo=le >*0%&@ situate in the tro=ical regions of the

Asian subcontinent8 igh tem=eratures: humiit! an rainfall rule o/er mostl! in the 6eather scene of

the area8 #his 6eather: along 6ith high le/els of ust: cou=le 6ith the high ensit! =o=ulation makes

a! to a! tra/el tough for ini/iuals: along 6ith increase ifficulties to kee= surrounings clean8

;i/ing life through so man! =eo=le an obstacles a! in an a! out can be ifficult on an! ini/iual:

!oung or ol: not to mention through =ules in the roas: ust in the streets an mu in the sie6alks8

E/en though the =eo=le acce=te this realit!: one article of their ail! li/es battles such elements e/er!

a! the clothes8 ?ee=ing these in min: 9nile/er has mae for the -nian: Pakistani an Banglaeshi

market Surf Excel: an all$in$one solution to =eo=leDs launr! 6ashing =o6er nees8 Although Surf

Excel has multi=le /ersions in -nia an Pakistan: Banglaesh has onl! one" Surf Excel Quick Wash:

6hich comes in a 500 grams =ack8 Surf Excel claims to be a =remium launr! =o6er =ro/iing all

in one solution to etergent nees8 -t has =ositione itself to the homemakers of the countr! as a

solution to m!rias of stains chilren come across through the learning =rocess: an instea of taking a

stan against stains: the! took u= the motto <aag Bhalo >stain is goo@ as the! belie/e if stains hel=

in learning: the! are goo8



)ha+ter ,

A =rouct can be ifferentiate on the basis of 6hether it satisfies a customer nees: 6ants or emans8

As similar as the three terms ma! soun: there is a istinct line that se=arates the meaning of a nee:

6ant an eman8 uman nees are the basic re4uirements an inclue foo clothing an shelter8

Without these humans cannot sur/i/e or face extreme ifficult! to li/e8 Wants are a ste= ahea of nees

an are largel! e=enent on the nees of humans themsel/es8 A ste= ahea of 6ants is emans8 When

an ini/iual 6ants something that is =remium: but he also has the abilit! to bu! it: then these 6ants

are con/erte to emans8

Surf excel has been consiere as one of the most fa/orite 6ashing =o6er among the consumers in

Banglaesh8 E/en the bran /alue of the =rouct is uneniable8 Among all the brans: Surf excel has agoo image in front of the consumers8 #his is because the! ha/e been fulfilling the nees of the

consumers an creating customer satisfaction in general8 #he nee of a consumer can be efine in

ifferent t!=e8 Surf excel has been =erforming o/er these ifferent t!=es nees8 1ee comes out from

the basic re4uirement of an item8 Surf excel has been =ro/e a =o=ular =rouct among all other

=roucts because it has been ser/ing u= an fulfilling the eman of the consumers8

#he fi/e t!=es of nees are gi/en belo6 accoring to Surf excel 500gm"

State& nee&s A state nee of a 6ashing =o6er shoul be to 6ash the clothes8 Surf excel

=erform this faster than most of the etergents in the market8 -n most general sense: it 6ashes

an! t!=e of clothes8 3eal nee&s #he real nee of a 6ashing =o6er shoul be afforabilit! an its 4ualit!8 Surf

excel is again ser/ing =eo=le b! fulfilling the real nee8 #he =rice of Surf excel 500gm is ,,

#?8 #his is 4uite afforable for the =eo=le in general8 When the 4uestion about the 4ualit!

comes o6n: then the ans6er is /er! sim=le8 #he! ha/e been targeting the strongest stains an

al6a!s gi/ing commercial for that8 4nstate& nee&s #he unstate nee of a 6ashing =o6er can be no sie effect on color an no

stiffness on the fabric8 Surf excel has been maintaining this 4ualit! since it 6as introuce in

Banglaesh8 #he re=utation of this =rouct la!s in its =erformance8



elight nee&s #he elight nee of surf excel can be its eco frienliness an no sie effect on

hans8 #he 500gm of Serf excel is 4uite maintaining these all8 E/en it is gi/ing a container free

6ith the 500gm =ack: 6hich is filling u= the elight nees of the consumers8 Secret nee&s #he consumer of Surf excel 6ill al6a!s get higher benefits an =riorit! than

other etergent users8 #he secret nee is something that canDt be accesse: as it is the latent

ex=ectation of a consumer8 -n some =oint Surf excel fulfills this too8

#he eman of Surf excel is 4uite strong in the existing market8 Surf Excel Quick Wash is a/ailable in

man! of the =rominent su=ermarkets such Meena Ba2ar: Agora: Sh6a=no an etc8 as state earlier that

emans are 6ants for s=ecific =rouct backe b! an abilit! to =a!8 #his =rouct is =lace in the higher

=rice bracket in the launr! etergent line in Banglaesh8 #he marketing challenge in this t!=e of

eman is to maintain the same le/el of interest in the =rouct an the com=an!8

6alue7 Satisfaction 8 Qualit( A consumer gets a lot of alternati/es to make a ecision8 But the

ecision /aries e=ening on the /alue an satisfaction of a =rouct8 Falue reflects the sum of tangible

an intangible benefits an cost of consumers8 Surf Excel Quick Wash 500gm offers the highest benefit

in case of 6ashing a cloth an the cost is afforable enough for all8 n the other han: satisfaction is

the 3ugment of a consumer o/er the =rouct8 #he 3ugment of Surf excel is 4uite =ositi/e to6ars the

=rouct8 E/en the com=an! sometimes arranges small e/ents to collect o=inion or suggestion from the

consumers8 #his actuall! creates satisfaction among the consumers as the! see that the! are taken care

of8 At the en comes 4ualit!: 6hich is the first =riorit! of the =rouct to maintain8 Qualit! is one thing

that this =rouct maintains 6ithout an! oubt8

Exchange7 transactions7 relationshi+s an& market Exchange is the =rocess of ac4uiring a esire

goo in return of something !ou alrea! =ossess8 #oa! the stanar exchange unit is mone! an

therefore toa! mone! bu!s a =ersonDs nees an 6ants8 Consumers can bu! a =ack of Surf Excel

Quick Wash of 500gm 6ith #k >currenc! of Banglaesh@ ,,8 #he consumers of this =rouct are 4uite

lo!al to the bran an the! are 6illing to =a! ,,#? for the 500gm of Surf excel8 Surf Excel also runs

routine market sur/e! to better kno6 their customers an unerstan 6hat the! like or islike about the

=rouct8 #his hel=s to maintain a relationshi= 6ith the customers an sho6 them that their /ie6s are

consiere an care about b! the com=an!8

Marketing Management Philoso+h( of Surf Excel



Societal Conce=t$ #he societal marketing conce=t hols that the organi2ation shoul etermine the

nees: 6ants an interests of target markets8 -t shoul then eli/er the esire satisfactions more

effecti/el! an efficientl! than com=etitors in a 6a! that maintains or im=ro/es the consumerGs an the

societ!Gs 6ell$being8 #he societal marketing conce=t is the ne6est of the fi/e marketing management

=hiloso=hies8 Surf Excel e=lo!e ne6 technologies to light6eight =ackaging an cutting$ege

techni4ues to o=timi2e material use across hunres of ifferent esigns8 #he! also 6ork 6ith others to

stimulate rec!cling infrastructures: =articularl! for materials 6hich are im=ortant to us but 6hich are

more ifficult to rec!cle or reco/er: such as sachets in e/elo=ing countries or aluminum aerosol

s=ra!s8 #his can take time but the! think is crucial for the long$term8



)ha+ter -

Mission of 4nile'er 2angla&esh Limite&

9nile/erGs mission is “To Add Vitality to Life”. #he! meet e/er!a! nees for nutritionH h!giene an

=ersonal care 6ith brans that hel= =eo=le feel goo: look goo an get more out of life8

6ision of 4nile'er 2angla&esh Limite&

#o hel= =eo=le feel goo: look goo an get more out of life 6ith brans an ser/ices that are goo

for them an goo for others8 We 6ill ins=ire =eo=le to take small e/er!a! actions that can a u= to a

big ifference for the 6orl8 We 6ill e/elo= ne6 6a!s of oing business that 6ill allo6 us to ouble

the si2e of our com=an! 6hile reucing our en/ironmental im=act8

Strategic 2usiness 4nits !or S24s" are a full! functional an istinct unit of the business that

e/elo=s their o6n strategic /ision an irection8 #!=icall! the! 6ill o=erate as an ine=enent

organi2ation 6ith a s=ecific focus on target markets an are large enough to maintain internal i/isions

such as finance: R: an so forth8 -n accorance 6ith this efinition: 6e can assume that Surf Excel

Quick Wash 500gm is a strategic unit of 9nile/er Banglaesh: because it has the four main

characteristics of SB9 as ex=laine belo6"

• E/er! SB9 has their o6n set of mission: goals an ob3ecti/es #he main mission of Surf Excel

Quick 500gm 6ash is #o be the best =ossible cleaning solution in the market8 #he ob3ecti/e

of Surf Excel Quick Wash 500gm is to be the monthl! cleaning solution =ack for a househol8

• E/er! SB9 has their o6n set of Marketing Mix #hough all the three SB9s of Surf Excel

Quick Wash >500gm: %I0gm an sachet =acks@ ha/e the same =rouct in ifferent 4uantitiesH

ho6e/er Surf Excel Quick Wash 500gm has its istinct =rice >,,tk@8 Aitionall!: the

istribution channel >=lace@ of Surf Excel Quick Wash 500gm mainl! constitutes of the

su=ermarkets an grocer! sho=s8 (inall!: Surf Excel Quick Wash 500gm has its istinct

=romotional cam=aigns to boost sales8



• E/er! SB9 has their o6n set of com=etitors #he com=etitors of Surf Excel Quick Wash

500gm inclues =roucers 6ho claim to offer similar =rouct benefits in the same 4uantit!

?ohinoor <etergent 500gm an ?e!a ;emon Po6er 500gm8

•E/er! SB9 has their o6n set of consumers #he consumers of Surf Excel Quick Wash 500gm

inclues the househols 6ho look for =remium cleaning solution: eco$frienl! =roucts an are

time$constraine8

2)9 9ro%th Matrix is a management tool that ser/es four istinct =ur=oses" it can be use to classif!

=rouct =ortfolio in four business t!=es base on four gra=hic labels incluing Stars: Cash Co6s:

Question Marks an <ogsH it can be use to etermine 6hat =riorities shoul be gi/en in the =rouct

=ortfolio of a com=an!H to classif! an organi2ationDs =rouct =ortfolio accoring to their cash usage an

generationH an offers management a/ailable strategies to tackle /arious =rouct lines8

Accoring to a re=ort conucte in *0%*

2ran& Market share Market gro%th rate

Brooke Bon '5J '%80&J

?norr 5%J *,JJ

;ux *%J *,8%5J

Surf Excel *&J *.8&5J;ifebuo! %5J I580&J

Rexona *J IJ

We can see that Surf Excel has a large market share an a high market gro6th rate: if the number of

com=anies com=eting in that =articular market is taken into account8 ere: it can be terme as a KStarD

SB98 ence: the ob3ecti/e of the bran shoul be to con/ert it to a KCash Co6D8 -n orer to o that:

the! must hol their current market share 6hile tr!ing to ca=ture ne6 markets using market =enetration

or market e/elo=ment strategies8 #his 6oul re4uire a lot of cash in creating a6areness among

existing an =otential consumers through a/ertisements an other =romotional acti/ities8

$he Marketing Process



#he marketing =rocess consists of a fi/e$ste= =rocess com=anies use to create /alue for customers an

to buil strong customer relationshi=s in orer to ca=ture /alue from customers in return in the form of

sales: =rofits: an long$term customer e4uit!8 #he 5$ste= moel of marketing =rocess an its utili2ation

b! our SB9 is ex=laine belo6"

%8 9nerstaning the market=lace an customer nees an 6ants Surf Excel Quick Wash 500gm

carrie an extensi/e market research to ientif! the actual nees an 6ants of customers8 #he!

ientifie that their target market in Banglaesh 6ants an eco$frienl! =rouct an o=ts for all$

in$one kin of cleaning solution8

*8 <esign a Customer$ri/en Marketing Strateg! Surf Excel Quick Wash 500gm launche its

=rouct 6ith a customer$ri/en marketing strateg! b! aiming to transform the image of irt as

being goo an e/en /ital for the gro6th an nourishment of chilren8 #his focuse on the

consumers rather than sim=l! on the =rouct8

&8 Construct an integrate marketing =rogram that eli/ers su=erior /alue Surf Excel Quick

Wash 500gm has an integrate communication =rogram: 6here it uses a combination of

marketing communication mix such as a/ertising: sales =romotion: =ublic relations an

interacti/e strategies in orer to buil its bran e4uit!8

'8 Buil =rofitable relationshi=s an create customer elight Surf Excel Quick Wash 500gm has

create lo!al customers in the Banglaesh market: as reflecte in their market share of *&J8

#his has been ue to their consistenc! in 4ualit! an bran image8

58 Ca=ture /alue from customers to create =rofits an customer e4uit! Surf Excel Quick Wash

500gm charges =remium =rice >,,#k@ for its su=erior /alue eli/er!: an makes a goo amount

of =rofit from it8

$he :our P;s an& :our );s

#he four PDs: or the marketing mix: consists of the tactical marketing tools: blene into an integrate

marketing =rogram that actuall! eli/ers the intene /alue =ro=osition to target customers8 (rom the

bu!erDs =oint of /ie6: the four PDs are better kno6n as the (our CDs8 #he (our PDs an (our CDs for

our SB9: Surf Excel Quick Wash 500gm: is elaborate belo6"



• Prouct $ #his in/ol/es the goos$an$ser/ice combination that the com=anies offer to the

target market8 Surf Excel Quick Wash 500gm consists of a combination of chemicals such as

soium carbonate: acti/e etergent: en2!mes: 6hitening agents an man! more8 -n aition to

these: Surf Excel Quick Wash 500gm also offers customer care line ser/ices 6here it listens

to the com=laints of customers an aims to sol/e them8 All of these together com=rise the

=rouct kno6n as Surf Excel Quick Wash 500gm8

(rom the consumerDs =oint of /ie6: =rouct is kno6n as customer solution: 6here Surf Excel

Quick Wash 500gm can be seen as an all$in$one cleaning solution8

• Price #his is the amount of mone! consumers must =a! to obtain the =rouct8 #he =rice of

Surf Excel Quick Wash 500gm is ,,#k in the Banglaesh market8 -t is kno6n as customer

cost from the bu!erDs /ie6: as it the cost the! ha/e to incur in orer to obtain the solution8

• Place #his inclues the com=an! acti/ities that make the =rouct a/ailable to target

customers8 Surf Excel Quick Wash 500gm follo6s the con/entional istribution channel: 6here

the =rouct is istribute in all the su=ermarkets such as >Agora: Meena Ba2ar etc8@ an also to

small grocer! stores8 #his is referre as con/enience in the four CDs: as consumers look for

the ease of tra/el in bu!ing an! =rouct8

• Promotion #his refers to the acti/ities that communicate the merits of the =rouct an

=ersuae target market to bu! it8 Sur Excel Quick Wash 500gm uses a number of a/ertising:

sales =romotion an =ublic relation meiums to =romote <irt is 7oo an ho6 the =rouct

remo/es stains in half time8 (rom the bu!erDs =oint of /ie6: this is kno6n as

communication8

)ore )om+etencies

An! attribute of a firm that is a source of com=etiti/e a/antage in that it makes a significantcontribution to =ercei/e customer benefits: has a==lication in a 6ie /ariet! of markets an is ifficult

for com=etitors to imitate is kno6n as a core com=etenc! for that firm8 -n other 6ors: it is a

combination of skills an resources a firm has that makes it uni4ue in the market8 (or Surf ExcelDs

=arent com=an!: 9nile/er: a ma3or core com=etence in the Banglaesh market is their long staning:

trie: teste an truste istribution net6ork8 #his net6ork of 6holesalers an istributors make sure



the =roucts of 9nile/er reach retailers in e/er! ma3or to6n>s@ of each istrict an be!on8 ence:

although Surf Excel ma! be a =remium 6ashing =o6er bran: it oes not fail to reach an! customer

in an! =art of the countr!: 6ho is rea! to =a! the higher =rice for the =remium bran8

Ansoff;s Pro&uct<market Ex+ansion 9ri&

#o etect intensi/e gro6th strategies: -an Ansoff =ro=ose a =rouct$market ex=ansion gri frame6ork

for firms to utili2e8 #he basic gri an the strategies are outline belo6"

• Market Penetration" 7ro6th can still be achie/e b! selling the same =rouct in the existing

market8 #his is one b! urging consumers to bu! more: taking o/er com=etitorDs market shares

or b! con/incing more =eo=le to use the =rouct: mostl! b! utili2ing the =romotional tools8

• Market <e/elo=ment" 7ro6th can also be achie/e b! launching the current =rouct in ne6

markets b! selling at ne6 locations: ex=aning istribution net6orks or b! ientif!ing another

segment of =otential users8



• Prouct <e/elo=ment" When a com=letel! ne6 =rouct is e/elo=e an launche in the

current market8 #his can also be one b! e/elo=ing ne6 features: offering ifferent 4ualit!

le/els or through im=ro/ing technolog! associate in the =rouct8

• <i/ersification" #his is 6hen com=letel! ne6 =roucts are e/elo=e for ne6 market segments:

allo6ing the firm to /enture into other o==ortunities more =rofitable than the current one8

(or Surf Excel Quick Wash: 9nile/er chooses to use market =enetration techni4ues through extensi/e

a/ertising an =romotional acti/ities as there are no other markets to e/elo= for the bran an ne6

=roucts are not e/elo=e in BanglaeshDs case8 #he! encourage customers to bu! more an tr! to

attract users of com=etitorDs =roucts b! stating an reinforcing the su=eriorit! of their offering in the

market8

Marketing Alliances

(irms also target to increase effecti/eness through strategic =artnershi=s 6ith more ex=erience an

s=eciali2e firms8 #hese firms com=lement the =rocesses or =roucts of a firm an the =artnershi=s

allo6 more concentration in e/elo=ing an maintaining =rouct or ser/ice su=eriorit!8 #he forms of

strategic alliances are outline as follo6s"

• Pro&uct or Ser'ice Alliances #his is 6hen one com=an! licenses another to =rouce the

=roucts or the! choose to market their com=lementar! or ne6 =roucts as a bunle to hel=achie/e high sales for both firms8

• Promotional Alliances ne Com=an! ecies to =romote another com=an!Ds =rouct or

ser/ice as =art of a strategic =artnershi= 6here the first com=an! is benefitte in some 6a!

as 6ell8

• Logistics Alliances ne Com=an! offers logistical ser/ices for another: such as

6arehousing: eli/er!: su==l! chain management etc8

• Pricing )ollaborations Com=anies 3oin to form s=ecial =ricing collaborations for

customers of their offerings8

9nile/er has se/eral strategic alliances 6ith /arious firms from ice cream manufacturers to cosmetics

com=anies8 9nile/erDs launr! care unit recentl! came into a strategic alliance 6ith electronics

manufacturer Phili=s to esign a state$of$the$art iron that 6oul hel= kee= clothes as goo as ne68



o6e/er: Surf Excel in Banglaesh has not come into an! form of such alliances to the extent of the

kno6lege gaine 6hen 6riting this re=ort8



)ha+ter 5

:actors affecting Surf Excel;s )onsumer beha'ior

Surf ExcelDs =urchasing beha/ior is influence b! cultural: social: =ersonal: an =s!chological

characteristics8

Cultural (actors" Culture is the funamental basis of a =ersonDs 6a! of being an lifest!le8 #he basic

elements of culture are /alue =erce=tion an beha/iors: 6hich are learne b! a =erson through ifferent

social institution like famil!: school: an college8 #here exists ifferent istincti/e social class in e/er!

culture an sub culture e=ening on income: occu=ation: eucation an 6ealth8 #hese social classes

are lo6er class: 6orking class: mile class an u==er class8 Surf Excel 4uick 6ash 500gm etergent

=o6er is =remium bran etergent =o6er an is also use in 6ashing machine8 So this is relati/el!

ex=ensi/e for the consumer 6ho exists in the lo6er an 6orking class to bu! 6ashing machine an

bu!ing =remium bane 6ashing =o6er8 Peo=le 6ho belong to u==er class inclue those =eo=le 6ho

ha/e locall! =rominent families: thir or fourth generation 6ealth8

Social (actors" Consumer bu!ing beha/ior is also influence through social factors that inclue

reference grou=s: famil! an social roles an status8 Some of these are iscusse belo6"

• Reference 7rou=$ Surf Excel 4uick 6ash 500gm etergent =o6er consumer beha/ior is largel!

influence b! reference grou=8 Reference grou= refers to the grou= of =eo=le 6ho ser/e as face$

to$face or inirect com=arison in forming a =ersonDs beha/ior8 Reference grou=s =la! a ke! role

in efining ini/iual consumer nees an o=inions an exert a =o6erful influence on

=urchasing ecisions8 #his grou= can further be classifie into primary group >the =eo=le that

consumers meet on a ail! basis: e8g8 famil! members: friens an etc8@8 Consumers most of the

time tens to =ick the etergent that their famil! has been using from !ears8 Reference grou=

also inclues secondary group >the =eo=le 6ith 6hom consumers ha/e more formal an less

fre4uent interaction@8 At times: 6hen consumers 6ant to tr! an! ne6 etergent =o6er: the!

ten to in4uire =eo=le aroun them to kno6 about their ex=erience an o=inion8 #he thir

classification is as=irational grou=s >this grou= inclues consumer 6ho amire an ieal or

fa/orite =ersonalit!@8 Banglaesh Surf Excel oes not use an! famous celebrit! to influence the



as=irational grou=s8 o6e/er: -nia uses a lot their ail! soa=Ds =rotagonists in their

a/ertisements that contribute a lot in influencing the house6i/es to bu! their =rouct8 (inall!:

there is issociati/e grou= >=eo=le 6hose /alues an choice ini/iual re3ects or a/ois@8 #his

can be on a =ersonal le/el for exam=leH a consumer oes not like her neighbor an therefore

re3ects bu!ing Surf Excel Quick Wash as the neighbor uses it8

• (amil!$ (amil! members establish the most =ersuasi/e =rimar! reference grou=8 #here are t6o

famil! statuses in a bu!erDs life" Family of orientation consisting =arents an siblings an

family of procreation consisting s=ouse an chilren8 A consumer s=ens their chilhoo in the

famil! of orientation an learns or =ercei/es e/er!thing from them8 #he! automaticall! 6alk:

talk: beha/e an use things the 6a! their =arents teach them8 So 6hen a consumer sees hisLher

mother to use Surf Excel to 6ash cloths: the consumer routinel! uses in it in the famil! of

=rocreation8 #his circle mo/es roun an roun8 Aitionall!: the a/ertisements of Surf Excel

Quick Wash e=icting <irt s 7oo using a number of irt! chilren reflects that Surf Excel

Quick 6ash em=hasi2es u=on the famil! of =rocreation to sell its =roucts8

• Role an Status$ A role is built u= of the acti/ities a =erson is antici=ate to =erform an a role

etermines status8 A =erson 6ith higher status an =la!s a /ital role in the societ! 6ill use

=roucts that reflect their status an su=eriorit!8 #herefore: all the high$income bracket =eo=le

ten to use ex=ensi/e an exclusi/e =roucts8 Peo=le earning higher earnings use the =remium

bran of etergent in Banglaesh: namel! Surf Excel Quick Wash8

Personal (actors$ A bu!er =urchasing ecisions is also influence b! =ersonal factors incluing age

an life$c!cle stage: occu=ation: economic situation an life st!le8 Surf excels 4uick 6ash 500gm

etergent =o6er is mainl! a famil! =rouct an =eo=le generall! use the =rouct 6hen the! get

marrie an ha/e chilren8 Chilren are bounlessH the! like to =la! in fiels: aroun the house8

#he! are concern about stain an irt8 #his is because 6hen chilren go out an =la! the!

ex=erience life: make friens: share 6ith each other an learn from each other8 Surf Excel is theolest etergent bran to be =resent in Banglaesh to 6ash an clean irt from clothing8 Besies

this: 6hen =eo=le ha/e high stanar occu=ation 6ith hansome salar! an follo6 stanar

lifest!le use this kin of =remium launr! =rouct like surf excel in their regular life8



Ps(chological :actors< Ps!chological factors refer to thoughts: feelings an other cogniti/e

characteristics that affect the attitue: beha/ior an functions of the human min8 #hese factors can

influence ho6 a =erson thinks an later affect his ecisions an relations in his ail! life8 #here are

ifferent 6a!s to affect the =s!cholog! of consumers an inirectl! affect their =urchasing beha/ior8

ne 6a! to moti/ate them =s!chologicall! is the er2bergDs #6o$(actor #heor!8 (reerick er2berg

belie/e that =eo=le coul be moti/ate through t6o factors" !giene factors or dissatisfiers an

Moti/ational factors or satisfiers. #he !giene factors can e$moti/ate or cause issatisfaction if the!

are not =resent: but o not /er! often create satisfaction 6hen the! are =resentH ho6e/er: Moti/ation

factors o moti/ate or create satisfaction8 #he issatisfiers are h!giene factors in the sense that the! are

maintenance factors re4uire to a/oi issatisfaction an sto= consumers from being unha==!: but o

not create satisfaction in themsel/es8 #he! can be a/oie b! using Kh!gienicD methos to =re/ent

them8 #he !giene factors ha/e an en 6hich once fulfille then cease to be moti/ating factors 6hile

the Moti/ation factors are much more o=en$ene an this is 6h! the! continue to moti/ate8 -n case of

Surf Excel Quick Wash: onl! the absence of the issatisfiers >for exam=le ba image: incon/enience or

etc@ is not the ke! to moti/ate consumers to =urchase the etergent8 #herefore: marketers nee to attach

some significant satisfiers >for exam=le remo/ing man! stains at once 6ith Surf Excel: care for fabric:

con/enient to use b! both han an 6ashing machine an etc8



Perce+tion< Perce=tion is the organi2ation: ientification: an inter=retation of sensor! information in

orer to re=resent an unerstan the en/ironment8 #he =erce=tual =rocess allo6s us to ex=erience the

6orl aroun us8 #he =rocess inclues the follo6ing ste=s"

-8 Selecti/e Attention$ #he allocation of =rocessing ca=acit! of some stimulus is calle attention8

Attention can be /oluntar! >=ur=osefull! or kno6ingl!@ or in/oluntar! >unkno6ingl!@8 Se/eral

etergent a/ertisements are being broacaste in Banglaesh tele/ision but onl! some catches

our attention through selecti/e attention =rocess8 #herefore: Surf Excel a/ertisements: be it

=rinte or an! tele/ision commercials: shoul use attracti/e elements an use the right message

an con/e! in the most attention grabbing 6a!8 Attention can be grabbe 6hen"

• #he =rouct is relate to a current nee$ (or exam=le: in this etergent case: if an

ini/iual intene to re=lace their current etergent =o6er 6ith a better one: their

e!es 6ill catch etergent commercials more than an! other =rouct8

• Antici=ate stimuli$ Consumers ten to notice (MC7 for their house relate =urchase in

a retail sho= or small market as the! alrea! antici=ate such =roucts in those stores

an not some exclusi/e =roucts8

• Peo=le are more likel! to notice stimuli 6hose e/iations are large in relationshi= to the

normal si2e of the stimuli$ Consumers attention is easil! grabbe b! a/ertisements that

con/e!s messages 6hich can be of their benefit: for exam=le #k8 '0 (( b! bu!ing t6o

=ackets of Surf Excel Quick Wash of 500gm8

--8 Selecti/e <istortion$ -t is the 6a! =eo=le ten to inter=ret information in a 6a! that best fits

consumerDs =resum=tions8 Consumers often istort information to be stea! 6ith =rior bran

an =rouct beliefs an ex=ectations8 (or exam=le: a certain grou= of consumer 6ill al6a!s

=raise Surf Excel an take it to be the =remium or best etergent =o6er in Banglaesh

although the! o not e/en kno6 6hat technical ifference it has 6ith an! other Banglaeshi

etergents8---8 Selecti/e Retention$ Consumers o not remember e/er! a/ertisement the! see in a a!8

o6e/er: information that the! 6ant to remember or that su==orts their beliefs an attitues is

retaine b! their min intentionall! or unintentionall!8 #his =rocess is calle selecti/e retention8

-t can 6ork in the fa/or of Surf Excel an make the consumers remember the =ositi/es of the

=rouct an omit the negati/e b! re=etiti/el! =utting u= commercial a/ertisements: billboars:

=ictures in ne6s=a=ers an maga2ines or an! other form of a/ertisements8



2u(ing &ecisions beha'iors

#here are four t!=es of bu!ing beha/ior that iffers greatl! in terms of bu!er in/ol/ement in the bu!ing

=rocess an the ifferences bet6een brans in an existing market8 #hese areH

Com=lex Bu!ing beha/ior" Com=lex bu!ing beha/ior occurs 6hen consumers are highl!

in/ol/e in a =urchase an ifferences bet6een brans are significant8 Com=lex Bu!ing

beha/ior is follo6e 6hen the =rouct is ex=ensi/e: risk!: =urchase infre4uentl! an highl!

self ex=ressi/e8 Surf excel 4uick 6ash 500gm etergent =o6er is launr! =rouct 6hich oes

not re4uire com=lex bu!ing beha/ior because it is inex=ensi/e not risk! an =eo=le usuall!

=urchase fre4uentl! for their a!$to$a! life8

• <issonance$reucing bu!ing beha/ior" <issonance$reucing bu!ing beha/ior occurs 6hen

consumers bu!ing beha/ior in situation characteri2e b! high in/ol/ement but fe6 =ercei/e

ifferences bet6een brans8 When the =rouct is ex=ensi/e: risk! an =urchase infre4uentl!

but there is no /isible ifferences bet6een brans consumer unertakes <issonance$reucing

bu!ing beha/ior8 Although Surf excel 4uick 6ash 500gm etergent =o6er ha/e little

ifferences bet6een the com=etitors bran like #ie: Ariel: it is not an ex=ensi/e an risk!

=rouct to =urchase8 (rom this =oint of /ie6: Surf Excel 4uick 6ash 500gm etergent =o6er

bu!ing beha/ior oes not match 6ith issonance reucing bu!ing beha/ior8

• abitual bu!ing beha/ior" abitual bu!ing beha/ior is combination of lo6 consumer

in/ol/ement in =urchasing ecisions an little significant bran ifferences bet6een brans8

abitual bu!ing beha/ior occurs 6hen the =rouct is =urchase fre4uentl! an most of the ail!

commoit! fall uner this bu!ing ecision beha/ior8 Surf excel 4uick 6ash 500gm etergent

=o6er fall uner this bu!ing beha/ior8 Since it is a launr! =rouct that is =urchase

fre4uentl! an has little ifferences among com=eting brans8 Consumers o not search

extensi/e for information about the brans: e/aluate bran characteristics an make 6eight!

ecisions about 6hich brans to bu!8 #he! =assi/el! recei/e the information as the! 6atchtele/ision or rea maga2ines8 A re=etitions hel= to make bran familiar among the consumer8

• Fariet!$Seeking bu!ing beha/ior" Fariet!$seeking bu!ing beha/ior occurs uner conitions of

lo6 consumer in/ol/ement but significant =ercei/e bran ifferences8 9ner this situation:

consumers ten to o a lot of bran s6itching8 #here is no real bran lo!alt!8 Consumers



usuall! e/aluate the bran uring consum=tion8 Consumer s6itch to another bran for the sake

of /ariet! rather than issatisfaction

$he )onsumer ecision=Making +rocess

E/er! =urchase mae b! the consumer is in res=onse to a =roblem8 nce he recogni2es his nee: he

6ants to ascertain ho6 best to satisf! it8 #he com=lexit! of the consumerDs ecision$making =rocess

greatl! e=ens on the extent of his in/ol/ement 6ith the =rouct of ser/ice in 4uestion the greater

the egree of in/ol/ementH the more com=lex is the ecision$making =rocess8 #here are at least fi/e

ma3or acti/ities in 6hich the bu!er is acti/el! in/ol/e in 6hile making a =urchase ecision8 #hese are

• 1ee recognition" At this stage: the bu!er recogni2es the =roblem or nee8 As in this

case: the =roblem of stains or a/ertisements an iscussions 6ith =eers might generate

a ri/e to =urchase8

• -nformation search: At this stage se/eral measures are taken b! ifferent customers to

reach to a bu!ing ecision8 -n Surf ExcelDs case: /er! fe6 customers 6ill unertake this

ste= ue to the strong a/ertisement of the bran8 ence most of the =eo=le 6ill gather

information from commercial source8

• E/aluation of alternati/e" <ifferent consumers ha/e ifferent e/aluation =rocess8 #his

e=ens u=on se/eral factors incluing their affiliation an =ast ex=erience 6ith the

=rouct8 -n Surf ExcelDs case: most of the customers 6ill ski= this ste= as 6e obser/e a

habitual bu!ing beha/ior to6ars this etergent8

• Purchase ecision" 7enerall! this ecision might be influence b! attitue of others or

unex=ecte situational factors8 o6e/er: in our =roucts case: external eterminants are

mainl! economic factors an Surf ExcelDs exclusion from social causes8

• Post Purchase Beha/ior : Surf Excel has establishe certain ex=ectations 6ith its bran

that it aims to fulfill8 Almost all of the consumers take certain actions after their

consum=tion base on their satisfaction or issatisfaction8 Moreo/er the! unergo



cogniti/e issonance: 6hich means that the satisfaction or issatisfaction in/ol/es

certain com=romises8 -n Surf ExcelDs case: the com=romises mae b! ne6 customers are

the a/antages of close com=etiti/e etergent8 -n orer to reuce this cogniti/e

issonance: the =arent com=an! of Surf Excel: 9nile/er: tries to enhance the image of

the com=an! b! 6inning =restigious a6ars: such as 9nile/er Com=ass into Action

>C-A@ A6ar at the Senior ;eaershi= e/ent on ctober *%st in ;onon8 #his assures the

target market of Surf Excel about the =rouctDs 4ualit!: an hel=s in kee=ing the

cogniti/e issonance uner control8

Stages in the a&o+tion +rocess of Surf Excel

Consumers go through fi/e istinct stages in the =rocess of ao=ting a ne6 =rouct: as ex=laine

belo6"

• Awareness- -n this stage =eo=le come to kno6 about a ne6 =rouct8 #he =eo=le ma! become

a6are of a =rouct through a/ertisements: billboars: ne6s=a=er: an maga2ine or from

=ersons surrounings8 Marketers =ut their best efforts an mone! to a6are =eo=le about their

=rouct8 -n orer to be a =ioneer: Surf Excel Quick Wash ha to 6ork har to gain acce=tance in

the earl! a!s8 #o eucate house6i/es about its use: house$to$house emonstrations 6ere

organi2e in man! urban an sub$urban areas8

Interest- -n this stage: =eo=le become a6are of the =rouct an seek to kno6 more information

about the =rouct8 (or this: Surf Excel Quick Wash has a 6ie of range of both =ai an =ublic

meiums such as (acebook an com=an! 6ebsite8

• Evaluation- Consumers ha/e alrea! gathere relati/e information about the =rouct an at this

stage etermines 6hether the =rouct 6ill meet hisLher eman or not8 #his is a /er! critical

stage 6here a consumer consiers the =rouctDs =rice: features: com=etitors offer an other

benefit8 -n orer to turn the customersD e/aluation in the =ositi/e irection: Surf Excel Quick

Wash unertook man! =ersuasi/e a/ertisements: using moti/ational or borro6e interest

such as cute babies to create =ositi/e a==eal among the target customer8

Trial- -n this stage: the consumer makes efforts to get ex=erience 6ith the =rouct to see

6hether it matches or suits their ex=ectations8 #he! usuall! bu! the =rouct in a small amount

for ex=erimental use an tr! to 3uge its /alue8 (or this: Surf Excel Quick Wash istribute



man! free sam=le an cou=ons8 Also: the Surf Excel Quick Wash sachet =acks 6ere introuce

to inuce sales8

Adoption- #he consumer ecies to make full an regular use of the =rouct8 -n this stage:

consumer belief an attitues change to6ars the =rouct: 6hich creates a kin of bran

=reference an lo!alt! to the =rouct #here has been no looking back since the bran has

unergone numerous =rouct 4ualit! im=ro/ements to offer best cleaning results8 /er the !ear:

there has been emergence of mile =rice =acks >Surf Excel %I0gm =acket@8

*nfluences of Pro&uct )haracteristics on the rate of a&o+tion#he follo6ing characteristics of Surf Excel Quick Wash etermine its rate of ao=tion"

%8 Relati/e A/antage$ the extent to 6hich a ne6 =rouct has more a/ance features o/er

=re/ious generation or existing =roucts in the market is calle relati/e a/antage8 #he more the

a/antages: the faster =eo=le become incline to6ars it8 Surf Excel Quick Wash =ro/ie t6o

attracti/e benefits to the Banglaeshi market abilit! to remo/e all t!=e of stains 6ith one

=rouct: an being able to o that at 3ust half the time8 #hese attracti/e features successfull!

ca=ture a lot of market at the initial stage of Surf Excel Quick Wash 500gm8

*8 Com=atibilit!$ the =oint to 6hich a ne6 =rouct or iea fits or assimilates 6ith the /alues:

norms: cultures into =ossible consumers life8 -n short: ho6 har is it to integrate this into an

ini/iualDs ail! life Surf Excel Quick Wash is /er! com=atible 6ith the norms an culture of

Banglaeshi =eo=le it is a=t for the time$constraine an eco$frienl! =eo=le of its target

market8

&8 Com=lexit!$ this ensures 6hether or not the ne6 =rouct is eas! to use or o=erate8 #he more

user frienl! the higher the aa=tation rate 6ill be as =eo=le o not like com=lex usage or

o=erations8 Surf Excel Quick Wash is /er! user$frienl!: as it cleans clothes in 3ust t6o sim=le

ste=s8

'8 <i/isibilit!$ the egree to 6hich the ne6 =rouct can be use on a trial basis or limite scale8

Surf Excel Quick Wash has i/isibilit! in a sense that it 6as offere in small sachet =acks toencourage consumers to tr! the =rouct: take their time to 3uge an assess the =rouct8

58 Communicabilit!$ #he extent that an inno/ation is /isible to others8 An inno/ation that is more

/isible 6ill ri/e communication among that =ersonDs =eers an =ersonal net6orks an 6ill in

turn create more =ositi/e or negati/e reactions8 #he =rouct benefits claime b! Surf Excel



Quick Wash ha/e been successfull! emonstrate at man! su=ermarkets an =ublic =laces8 #his

inicates that the inno/ation has been communicate =ro=erl! 6ith the target market: leaing to

the success of Surf Excel Quick Wash8



)ha+ter .

Market Segmentation Process an& the :our 2ases 4se&

Segmentation is one of the most im=ortant factors of strategic marketing8 Market segmentation is oneof the first ste=s that go into efining an targeting s=ecific markets8 -t is the =rocess of i/iing a

market into a istinct grou= of bu!ers that re4uire ifferent =roucts or marketing mixes8 Markets can

be segmente or targete using a /ariet! of factor8 Surf Excel uses a combination of 7eogra=hic:

<emogra=hic: Ps!chogra=hic an Beha/ioral segmentation: as escribe belo6"

Segmentation etails Exam+les

9eogra+hic 9nile/er segments the

=o=ulation of the countr!into three =arts urban: sub

urban an rural area

consumers

Surf Excel mostl! ser/es the urban an

suburban =o=ulation8

*ncome Consumers =re=are to s=en

accoring to their income

Consumers of Surf Excel are range

from igh to moerate income: since it

=ositione as a =remium 6ashing

=o6er bran8

Social )lass <ifferent classesD =eo=le6ant ifferent 4ualit! an

=rices to =urchase8

Most u==er to mile class the! look for the highest 4ualit! an are =re=are

to =a! a =remium =rice for it8

2enefits

Sought

Qualit!: ser/ice: econom!

an con/enience iffer from

consumer to consumer8

#he ne6 Surf Excel Quick Wash offers

the follo6ing benefits to its consumers"

o Quick 6ash for its time$

constraine consumers

o Maintain fabricDs care an color:

for the 4ualit!$sensiti/e

consumers8

o Sa/es 6ater for the eco$frienl!

consumers >;AS@8

Ps(chogra+hi

c

Peo=le 6ho are h!giene conscious are

Surf Excel bu!ers



:our $arget Marketing Strategies

%8 9nifferentiate Marketing: 9ner this marketing strateg!: a com=an! 6ill ecie to e/elo= a

single marketing mix for the 6hole market8 #here is absence of segmentation8 -t is con/enient

since a single =rouct has to be e/elo=e8 A com=an! using an unifferentiate targeting

strateg! essentiall! ao=ts a mass$market =hiloso=h!8 -t /ie6s the market as one big market

6ith no ini/iual segments8 #he com=an! uses one marketing mix for the entire market8 #he

com=an! assumes that ini/iual customers ha/e similar nees that can be met 6ith a common

marketing mix8 #his strateg! is not ao=te b! Surf Excel Quick Wash: as 6e ha/e seen abo/e

that Surf Excel uses segmentation in choosing its target market8

*8 <ifferentiate marketing" A ifferentiate marketing strateg! ex=loits the ifferences bet6een

marketing segments b! esigning a s=ecific marketing mix for each segment8 -t is the most

sought after target market strateg! because it has the =otential to generate sales /olume: higher

=rofits: larger market share an economies of scale in manufacturing an marketing8 But the

strateg! in/ol/es greater =rouct esign: =rouction: an =romotion: in/entor!: marketing

research an management costs8 Surf Excel uses a <ifferentiate target market strateg!8 #he

main target market of surf excel is the moern: energetic an outgoing female ha/ing t6o or

more kis8 Women 6ho are outgoing an get /er! short time to make u= their homes: the! often

face the =roblem of irt! clothes8 As the! sta! less time at home an s=en fe6 times in

6ashing clothes: Surf Excel is a etergent: 6hich can hel= her in 6ashing clothes easil!: sa/ing

their time an effort in this 6ork8

&8 Concentrate marketing: ere: a com=an! ma! target 3ust one segment 6ith a single marketing

mix8 -t unerstans the nees: an moti/es of the segmentDs customers an esigns a

s=eciali2e marketing mix8 ne anger that such niche marketers face is that is attracts

com=etition from larger organi2ations in the inustr! if the! are /er! successful8 Surf Excel

Quick 6ash oes not follo6 a concentrate target marketing: as it ser/es to the lot of consumers

in a combination of market segments8

'8 Micromarketing" -n some markets: the re4uirements of ini/iual customers are uni4ue an

their =urchasing =o6er is sufficient to make esigning a se=arate marketing mix for each



customer a /iable o=tion8 #hese re4uirements: ho6e/er: on not fit for the etergent =o6er:

an therefore: Surf Excel Quick Wash oes not follo6 this strateg!8

)hoosing a Market<)o'erage Strateg(

Surf Excel Quick Wash 500gm consiere the follo6ing elements before eciing u=on ifferentiate

marketing strateg!

• Com=an! resources #he manufacturing com=an! of Surf Excel Quick Wash: 9nile/er: has

lots of com=an! resources >such as finance an human resources@ to back u= the costs

associate 6ith ifferentiate marketing strateg!8

• Prouct /ariabilit! #here are a number of =rouct /ariations a/ailable for Surf Excel Quick

Wash in the form of ifferent fla/ors: =ackage si2es etc8 (or such kins of =rouct:

ifferentiate marketing strateg! is most a==ro=riate8

• Prouct ;ife C!cle Stage- #he product’s life-cycle stage also must be consiere8 When Surf

Excel <etergent Po6er 6as initiall! launche: it offere onl! on /ariation an in onl! one

=ackage si2e for 6hich an unifferentiate marketing or concentrate marketing ma! make the

most sense8 -n the mature stage of the =rouct life c!cle: ho6e/er: ifferentiate marketing begins to make more sense8

• Market /ariabilit! E/en though =eo=le mostl! use etergent =o6er to get their clothes clean:

but the! also 6ant other things from their etergentsN such as econom!: strength or milness:

bleaching =o6er: fabric softening: fresh smell etc8 <ue to this /ariation in the tastes an

=references of market: Surf Excel Quick Wash o=te for ifferentiate marketing strateg!8

• Com=etitorsG marketing strateg! $ -f com=etitors are alrea! using ifferentiate marketing:

follo6ing an unifferentiate co/erage strateg! ma! be suicial8 (or exam=le: as PO7 uses

ifferentiate marketing strateg! in its etergent categor! >#ie: Cheer: 7ain: Era: <reft: an

-/or! Sno6 in the 9nite States market@: so oes 9nile/er for Surf Excel Quick Wash8

Sources of Pro&uct ifferentiation



#o buil a lucrati/e relationshi= 6ith the customers: better unerstan them an eli/er the /alue of

their =rouct in su=erior manner than the com=etitors: a com=an! intens to ser/eH it nees to =ursue

ifferentiation strateg!8 <ifferentiation leas bu!ers to =ercei/e a ifference bet6een =roucts8

<ifferentiation affects =erformance =rimaril! b! reucing irect com=etition as the =rouct becomes

more ifferent: categori2ation becomes more ifficult: an the =rouct ra6s fe6er com=arisons 6ith

its com=etition8 #here are a number of sources using 6hich a com=an! can ifferentiate its offerings"

%8 Prouct <ifferentiation$ Some brans can be ifferentiate on features: 4ualities: =erformance:

esign: st!le or such other factors8 #hus: Surf Excel is able to ifferentiate from its com=etitors

through its ae facilities of fragrance an increase life of fabric8 #he all$ne6 Surf Excel has

the =o6er of lemon: li4ui blue an soa= bar that hel=s in remo/ing multi=le stains 6ith 3ust %

=rouct8 -t oes not onl! care about the fabric but also the userDs han an kee= them unharme8

*8 Ser/ice <ifferentiation$ Ser/ice ifferentiation is the egree to 6hich a =rouct or bran can be

ifferentiate in the course of its con/enience: customer ser/ice: eli/er! ser/ice an other such

ser/ices8 Surf Excel enables the customers to bu! their =rouct from the nearest su=ermarket:

ensuring customerDs con/enience an haniness8

&8 Channel <ifferentiation$ #hrough /arious channels such as bran =erformance: co/erage an

ex=ertise: a bran can be ifferentiate from the rest of their com=etitors8 Surf Excel oes not

irectl! use a channel ifferentiationH ho6e/er it oes em=hasi2e their ex=ertise an make sure

that the bran gets a goo /olume of co/erage8

'8 Peo=le <ifferentiation$ Brans often hire: train an maintain a certain le/el of em=lo!eesD

com=etence: their courtes! to6ars customers: creibilit!: reliabilit!: an res=onsi/eness an

communication skill8 -n the case of Surf Excel: no =articular =eo=le ifferentiation is a==lie on

fiel as the =rouct is sho6case in su=ermarkets an there is not much sco=e of

communication bet6een a customer an em=lo!ee8 o6e/er: the =arent bran: 9nile/er: is a

6ell$ re=ute an res=ecte com=an! an maintains em=lo!ees =rofile sets to a relati/e

stanar8



58 -mage <ifferentiation$ Brans can also be ifferentiate on s!mbols: colors: slogans: s=ecial

attributes: e/ents an etc8 unlike other mentionable etergent =o6er brans: Surf Excel has an

uni4ue s!mbol that looks like a stain > 6hich immeiatel! relates to the 3ob it oes that is

remo/e stains@8 #he! also ha/e a /er! /ibrant an colorful 6hite: blue an orange =ackage8 -n

aition: Surf Excel uses one of the most catch! tagline among all the other etergent bransH

K Daag thee Darun !icchu’ 8 #he! also unertake /arious customer =artici=ati/e e/ents such as

art com=etition: stor!telling com=etition an etc8

ifferences use& to Promote

All brans ifferences o not fulfill the intene goal or ob3ecti/e: not all the ifferentiation strateg!

makes u= a goo or a==ro=riate ifferentiator8 #he other often$isregare realit! is that each

ifferentiator use as a marketing strateg! creates costs for the com=an! >com=an!Ds marketing

buget@: as 6ell as benefits for the consumer8 A ifferentiation is 6orth aa=ting to the extent that it

satisfies the follo6ing criteria an ans6er the follo6ing 4uestions"

%@ -m=ortance" <oes the ifference eli/er a highl! /alue benefit to the target customer

+es: Surf Excel eli/ers a highl! /alue ifference from the /alues of other etergents that are

legall! a/ailable in Banglaesh8 #he! o this es=eciall! through their =rouct attribute

ifferentiation 6here the! highlight the ifferent consumer /alue attributes such as 6ashing

4uickl!: =roficientl!: care about fabric an the han too8 #o com=ete 6ith other local an

international etergent =o6ers: it is im=ortant for Surf Excel to ifferentiate their offering in

the best =ossible manner8

*@ <istincti/eness" <o !our com=etitors also offer the ifference Can !ou offer it to customers in

a more istincti/e an meaningful 6a! #he bran is =o=ular enough get istinct from its

com=etitors: as the! !et coul not establish their brans to offer the facilities that Surf Excel

oes8



&@ Su=eriorit!" -s the ifference su=erior to other 6a!s that customers can obtain the same

benefit Surf Excel en3o!s an u==er han in Banglaesh as it is a 9nile/er =rouct an has

finest 4ualit!8

'@ Communicable" Can the ifference be easil! communicate an also /isible to consumers #he

=ackaging that Surf Excel uses al6a!s is=la!s the extra benefits of the =rouct an therefore it

easil! communicates 6ith consumers8 -t is /isible in most of BanglaeshDs su=erstores8

5@ Preem=ti/e" -s it ifficult for !our com=etitors to co=! the ifference Surf Excel has been

successfull! carrie its =rouct e/elo=ing strategies an thus it is ifficult to co=! Surf Excel

6ithin a short time8 Also: it is a traemarke =rouct an cannot be co=ie b! others8

@ Afforable" Can consumers affor to =a! for the ifference Surf Excel is not mae afforable

for all class of =eo=le8 o6e/er: the customers of it o kno6 the significant ifference bet6een

Surf Excel the bran an other local brans an therefore fins it /aluable8

.@ Profitable" Are !ou able to introuce the ifference =rofitabl!8 #he =rouct ifferentiation is

=rofitable as this is gi/ing them the su=erior image than other etergent base =roucts8

6alue Pro+osition

Falue =ro=osition is a marketing statement that summari2es 6h! a consumer shoul bu! a =rouct or

use a ser/ice8 #his statement shoul con/ince a =otential consumer that one =articular =rouct or

ser/ice 6oul a more /alue or better sol/e a =roblem than other similar offerings8 -t is establishes the

=rouctDs =osition in the market 6ith all the set of benefits in can gi/e to the customers8

#here are a number of 6a!s of =ossible /alue =ro=ositions base on 6hich a bran can =osition itself in

the market an in the mins of the consumers8



ere in the figure abo/e: the green cells signif! the 6inning /alue =ro=ositions: that is the

ifferentiation an =ositioning that acts as the com=an!Ds com=etiti/e a/antage8 n the other han: the

re cells re=resent the lost /alue =ro=ositions in the market8 #he !ello6 cell in the center s!mboli2es

the best marginal =osition8 Surf excel 500gm >,, #k8@ is the highest selling K=remiumD 6ashing =o6er

in Banglaesh8

(ollo6ing is the escri=tion of the fi/e 6inning /alue =ro=ositions an their relations to our =rouctH

Surf Excel"

%8 More for more $ is =ositioning a =rouct that =ro/ies the most high stanar =rouct or ser/ice

for a higher =rice to co/er the higher costs or so to make others think8 Surf Excel Quick Wash

500gm charges a =remium =rice of #k8 ,, hence it is offering more for more8 9sing more$

for$more strateg! facilitates the bran to =osition itself as a high 4ualit!: reliable an

trust6orth! =rouct8 Customers think that Surf Excel: as it is charging a high =rice than others:

must be the KbestD in the market an can ne/er isa==oint them8



*8 More for the same $ Com=anies can attack a com=etitorDs Kmore$for$moreD =ositioning b!

introucing a bran offering com=arable 4ualit! but at lo6 =rice8

&8 More for less $ Com=anies at times =ro/ie higher 4uantit! or 4ualit! for fe6er =rices to

ca=ture a market =ortion8 +et: in the long$run: com=anies 6ill fin it ifficult to sustain best$of$

both =ositioning as offering more is costlier an =ricing them less is challenging an a

unsuccessful eal8

'8 #he same for less $ Man! com=anies offer the same brans but at ee= iscount base on

su=erior =urchasing =o6er an lo6$cost o=erations8 (or exam=le: Rin Po6er White 500gm >5*

#k8@: another =rouct from the house of 9nile/er: =ositions itself b! =ro/iing same 500gm of

etergent =o6er for a lo6er =rice of #k8 5*8

58 ;ess for much less $ #he extent to 6hich a com=an!Ds =roucts offers less an therefore costs

less8 -t absorbs the market 6hose re4uirement for lo6er =erformance or 4ualit! is met at a much

lo6er =rice8 Wheel ;emon Po6er 500gm >&. #k8@ illustrates this =ositioning8



)ha+ter /

Pro&uct A =rouct is an! offering in a market for the satisfaction of a nee or 6ant of the customers8

Proucts inclue all sorts of offerings: incluing =h!sical goos >an!thing tangible@: ser/ices >for

exam=le banks@: ex=eriences >for exam=le tri=s in abroa@: e/ents: =ersons: =laces: =ro=erties:

organi2ations: information: an ieas8

Pro&uct )lassification

Marketers classif! =roucts on the basis on its urabilit!: tangibilit! an use8 <urabilit! an tangibilit!

can mean & sorts of =roucts"

%8 1onurable 7oos$ #hese goos all the tangible goos that ha/e lo6 =erishabilit! an are use

once or a fe6 times8 As the! cannot be =reser/e or ke=t for a long time an for man! uses:

the! are bough on a regular basis8 <etergents are nonurable goos as the! get use u= 6ith

e/er! use8 #herefore: Surf Excel 4uick 6ash is mae a/ailable in the nearest su=erstores an

co/ere 6ith hea/il! =romotional acti/ities to ensure the! are al6a!s /isible to their customers8

*8 <urable 7oos$ <urable goos are tangible goos that can be use man! times an still sur/i/e8

#he! are =romote an a/ertise on a =ersonal le/el8 #he! usuall! are more costl! as the! are

bought for a long time usage8

&8 Ser/ices$ #hese are intangible goos an cannot be se=arate or =reser/eH has high

=erishabilit!8 As Surf Excel is tangible: it is a =rouct an not a ser/ice of an! kin8

Le'els of Pro&uct

-n orer to sha=e this conce=tual /alue that a customer attaches to a =rouct: ?otler uses fi/e =rouctle/els in 6hich a =rouct is =ositione or /ie6e from the =erce=tion of the consumer8 #hese etermine

the customer$/alue hierarch!8



%8 Core Prouct$ #his is the basic =rouct an the focus is on the =ur=ose for 6hich the =rouct is

intene8 (or exam=le: a etergent =o6er: here Surf Excel: fulfills the =ur=ose of cleaning

cloths8

*8 Basic or Actual Prouct$ #his re=resents all the 4ualities an features of the =rouct8 (or

exam=le: the ingreients 6ith 6hich the Surf Excel etergent is mae8

&8 Ex=ecte Prouct$ #his is about all as=ects the consumer ex=ects to get 6hen the! =urchase a

=rouct8 Surf Excel etergent =o6er shoul be reall! goo at remo/ing stain8

'8 Augmente Prouct$ ere: the market associates something extra 6ith the ex=ecte =rouct8

Most of the other launr! etergents 3ust focuses onl! on stain remo/ing an oes not target

=ro=erl! for the care of fabrics but Surf Excel oes not onl! remo/e stains: but it also gi/es

fragrance an increases the life of fabrics8

58 Potential Prouct$ #his is about augmentations an transformations that a bran is unergoing

currentl! an the com=etitors ma! unergo in the future8 Marketers tr! to think an a/ail

customers 6ith ne6 an inno/ati/e benefits an facilities to attract an o/ertl! satisf! all of their customers8 (or exam=le: Surf Excel 4uick 6ash etergent =o6er contains Smart Stain

Sensor that irects acti/e cleaning =o6er to 6here it is neee most: an it oes not onl!‟

remo/e stains: but it also gi/es fragrance an increases the life of fabrics unlike other launr!

etergents8 Surf Excel also came u= 6ith the ne6 an inno/ati/e iea of eli/ering a goo

lather at the 6ashing stage: an reuces the nee for the rinsing sa/ing t6o bucket full of

6ater =er 6ash8 #he launch of Surf Excel Quick Wash ha/e been su==orte 6ith an a/ertising

cam=aign that =romotes the message that !ou can ha/e cleaner clothes 6ith less lather 6ith the

aim of hel=ing to reuce the 6ater use in 6ashing e/en more in the future8



$(+es of )onsumer Pro&ucts

Consumer goos are tangible goos that are =urchase for irect consum=tion to satisf! a human nee

or 6ant8 #hese goos are traitionall! classifie into ' t!=es of goos"

%8 Con/enience =rouct$ #hose goos: 6hich are com=arati/el! easil! a/ailable to the consumer

6ithout =utting in an! extra effort: are con/enience goos8 #here are con/enientl! a/ailable to

the customer in a 6ier /ariet!8 Con/enience goos are normall! non urable: an are of a

relati/el! lo6 /alue like fast foos: cigarettes etc8 (urther these are classifie into & categories"

• "taple con#enience goods: #he sta=le con/enience goos are the basic items that e/er!

consumer bu!s regularl! or =lans to bu! before entering a store an these inclue brea:

milk: =a=er etc8 Surf Excel is a sta=le =rouct as it is bought regularl! if not ail! an is

=lanne in mi before bu!ing it8

• $mpulsi#e con#enience goods: #he im=ulsi/e con/enience goos are =urchase 6ithout

an! =rior =lanning an the exam=les inclue chi=s: canies: soft rinks: 6afers: ice

creams etc8 <etergents are a househol necessit! =rouct: thus are bought 6hen its stock

is finishe at home an not through im=ulse stimulation8

• %mergency con#enience goods: 7oos that are bought out of immeiate urgenc! is

calle emergenc! goos8 As the urgenc! can take =lace an!6here: these goos are mae

a/ailable in con/enient =laces for eas! an 4uick =urchase8 ousehol =roucts are ke=t



track of b! the home maker an: therefore: Surf Excel etergent =o6er oes not fall

uner the emergenc! con/enient goos criteria8

*8 Sho==ing 7oos$ #he sho==ing goos are the =roucts that a bu!er =urchases after conucting

a thorough com=arison 6ithin the same =rouct line but from ifferent sho=s: stores or outlets8

#hese goos: are of a relati/el! more /alue than that of the con/enience goos: an are bought

infre4uentl! >unlike con/enience goos@ an are urable8 Bu!ing ecisions are in/ol/e on the

basis of the =rice of the goo: sha=e: color: si2e: 4ualit! etc8 Surf Excel etergent =o6er is not

a sho==ing =rouct as it is com=arati/el! a lo6 cost =rouct an are nonurable8 Sho==ing

goos are further categori2e into * t!=es"

• omogeneous sho==ing goos$ #hese are goos o not iffer much in terms of their

=rices an at the same time are of similar 4ualit!: feature t!=e8

• eterogeneous sho==ing goos$ All goos that are unalike each other that is the! are

ifferent in 4ualit! range: in features etc are calle heterogeneous =roucts8 ere: =rice

ifference is gi/en less im=ortance that the 4ualit! of the =rouct8

&8 S=ecialt! 7oos $ #he uni4ue an unusual =roucts are s=ecialt! goos: 6hich are at least

=ercei/e as s=ecial in the customerDs min8 #he bu!er kno6 exactl! ho6 much effort he has to

exert to obtain it normall! these ma! or ma! not be of high monetar! /alue as these =roucts

are K=ercei/eD to be s=ecial for the =ur=ose the! are bu!ing it an not al6a!s e=enable on its

monetar! /alue8 #he! also cannot: or can be urable8 #he =rice is not amongst the chief

consierations so these iffer a bit from the sho==ing goos8 Exam=les are of automobiles:

3e6elr!: anti4ues8 <etergent =o6er: like Surf Excel: is not bought 6ith a lot of in/ol/ement b!

the bu!er an therefore cannot be consiere as a s=ecialt! =rouct8

'8 9nsought 7oos$ #his categor! is reall! a s=ecific categor! of the consumer goos 6here the

=eo=le o not ha/e an! esire or =lan to sho= the =rouct8 #he! normall! o not ha/e an! nee:

but instea of to be use on some s=ecial occasions8 An exam=le of unsought =rouct can be life

insurance8 Clothes al6a!s nees to be 6ashe: cleane an take care of an to o that a goo:

=remium 4ualit! Surf Excel etergent is liste in the one$month$sho==ing agena8

Conse4uentl!: Surf Excel Quick 6ash is not an unsought =rouct for the consumers8



*n&i'i&ual Pro&uct an& Ser'ice ecisions

An! com=an! usuall! focuses on the im=ortant ecisions in the e/elo=ment an marketing of

ini/iual =roucts an ser/ices8 #hese ecisions are about =rouct attributes: braning: =ackaging:

labeling: an =rouct su==ort ser/ices8 Com=anies ha/e to e/elo= strategies for the items of their

=rouct lines8 Marketers make ini/iual =rouct ecisions for each =rouct incluing" =rouct

attributes ecisions: bran: =ackaging: labeling: an =rouct$su==ort ser/ices ecisions8

%8 Prouct Attributes$ n the rise a =rouct or ser/ice in/ol/es efining the benefits that it 6ill

offer an eli/er8 #hese benefits are communicate to an eli/ere b! =rouct attributes such

as"• &roduct 'uality: Surf Excel Quick 6ash consiers an takes care of the stanar:

eminence an /alue of a saleable goo that etermines its esirabilit!8 A manufacturer to

meet certain basic re4uirements can control 4ualit! of the =rouct8 Surf Excel bran has

a =rouct 4ualit! or assurance e=artment: also calle the total 4ualit! management$

#QM@ that monitors outgoing =roucts for consumer acce=tabilit!8 -t is gi/en the high

4ualit! a==roach to it: creating a customer /alue an satisfaction8 #he etergent is

recogni2e to =erform its 4ualit! consistentl! b! eli/ering the task it has =romise to

carr! that is 6ashing clothes 4uickl! as it is name Surf Excel KQuick WashD8

• &roduct Features: (unctions of Surf Excel Quick Wash an ho6 it is ca=able of

gratif!ing a =articular consumer nee an is hence seen as a benefit of o6ning the item8

(or a com=an!: a =rouct feature is one of the istinguishing characteristics of a =rouct

or ser/ice that hel=s enhance its a==eal to =otential bu!ers: an might be use to

formulate a =rouct marketing strateg! that highlights the usefulness of the =rouct to

targete =otential consumers8 #he talke$about features of Surf Excel Quick Wash is its

abilit! to 6ash clothes 4uickl!: care the fabrics: gi/es more attention irt area an sa/es

a lot of 6ater because of it goo amount of lather 6ashing8

• &roduct "tyle and Design: Another 6a! to a customer /alue is through istincti/e

=rouct st!le an esign8 Surf Excel has the re=utation for a==ro=riate st!le an esign

being a etergent item8 <esign is a larger conce=t than st!le8 St!le sim=l! escribes the



a==earance of a =rouct8 St!les can be e!e catching an attract man! customers an /ice

/ersa8 Contrasting st!le: esign is more than skin ee=$$it goes to the /er! heart of a

=rouct8 7oo esign contributes to a =rouctGs usefulness as 6ell as to its looks8 7oo

st!le an esign can attract attention: im=ro/e =rouct =erformance: cut =rouction

costs: an gi/e the =rouct a strong com=etiti/e a/antage in the target market8

*8 Braning$ #o unerstan braning: it is im=ortant to kno6 6hat brans are8 A bran is the iea

or image of a s=ecific =rouct or ser/ice that consumers connect 6ith: b! ientif!ing the name:

logo: slogan: or esign of the com=an! 6ho o6ns the iea or image8 Braning is 6hen that iea

or image is markete so that it is recogni2able b! more an more =eo=le: an ientifie 6ith a

certain ser/ice or =rouct 6hen there are man! other com=anies offering the same ser/ice or

=rouct8 A/ertising =rofessionals 6ork on braning not onl! to buil bran recognition: but

also to buil goo re=utations an a set of stanars to 6hich the com=an! shoul stri/e to

maintain or sur=ass8 #he legal term for bran is traemark8 A bran ma! ientif! one item: a

famil! of items: or all items of that seller8 Surf Excel itself is a bran in the etergent inustr!8

Surf Excel bran com=rises of a exclusi/e logo that looks like a stain on clothe 6hich hel=s

=eo=le to unerstan 6hat the =rouct is use for: the noticeable 6a! the name is im=rinte on

the =ackets an taglines or terms as famous as K <irt is 7ooD: K<aag theke arun kichuD8 All

these attributes hel= recogni2e this =articular item as a bran that satisfies consumer /alue to a

certain le/el8

&8 Packaging$ <esigning an =roucing the container of a =rouct is calle =ackaging8 Packing is

one through three le/els" to =acket Surf Excel Quick Wash etergent in a 500gm =ack referre

to as =rimar! =ackaging: in a carboar box calle the seconar! =ackaging: an in a rige

box containing man! Surf Excel =ackets calle shi==ing =ackage8 #he! ha/e a e=artment

calle =ackaging e=artment8 #he em=lo!ees of =ackaging e=artment make a =lan for ho6 to

=ack the =rouct: 6hat is the materials use to =ack: ho6 colorful 6ill it be etc8 While the! =lan

for =ackaging: the! consult & moels >7eneral #rae: ;ocal Moern #rae an -nternational

Moern #rae@8



/er the !ears it has antici=ate the changing 6ashing nees of the Banglaeshi homemaker an

constantl! u=grae itself8 -t has been constantl! im=ro/ing its =ackaging8 -tDs e/elo=ing ifferent

sha=es an si2es of colorful =ackages in orer to attract the customers an retain customersH ho6e/er

Banglaesh has onl! one /ariant a/ailable8 #here are man! factors that establishe =ackaging as a ke!

element to market a =articular =rouct"

• Self Ser/ice$ While sho==ing at an! big su=ermarket in Banglaesh: a customer sees

more than ten brans of local an international launr! etergent =o6ers8 #o grab the

attention of the customers as 6ell as instigate them to bu! their =rouct onl!: Surf Excel

has aa=te to a /er! attracti/e an bright color =acket: escribe all the features an

uni4ue com=onents of ho6 is 6orks 6hich ultimatel! gains the confience of the

customers an influences them to bu! it8

• Consumer Affluence$ this means making the customers =a! a little more than usual for

the =acketDs 4ualit!: haniness: form an egree of =rotection8 Surf Excel has a =remium

4ualit! of =ackaging8 #he sha=e of the =acket makes it eas! to hol an hanle8 #he!

=lan such a 6a! for =ackaging: 6hich s!mboli2es their =ro=osition: create strong esires

to bu! onl! Surf Excel an stan out among other launr! brans

Com=an! an Bran -mage$ Surf Excel al6a!s =lan to make a uni4ue outlook of the

=ack to allo6 instant recognition of the com=an! an bran8 After all the !ears that Surf

Excel has li/e in Banglaesh: no one can miss the flash! orange an blue combination

of Surf excel Quick Wash <etergent =acket8 #hese =ro/e the 6orthiness of their

=ackaging8

-nno/ation ==ortunit!$ Man! com=anies inno/ate ne6: interesting an more =rotecti/e

6a!s of =acking a =rouct an earning customersD confience8 Although Surf Excel 6as

al6a!s =acke in a goo 4ualit! an 6ell esigne =ackets: the! 6ere ne/er /er!

ex=erimental 6ith its etergentDs =ackaging8 #he! 6ere al6a!s offere in a =acket8

'8 ;abeling$ An! =rouct nees to be effecti/el! labele in an ientifiable: escri=ti/e: graing

an =romoting manner8 (or exam=le: Surf Excel is ientifie 6ith its uni4ue logo: color

combination an is stam=e 6ith 9nile/er logo in the backsie8 Banglaeshi =roucts are not

usuall! grae 6ith an! al=habets8 Surf ExcelDs =acket is /i/il! escribe b! mentioning its



Kfast action =articlesD: 6hat oes it o >remo/e tough stains from clothes@: ho6 oes it o

>=articles =enetrate ee= 6ithin@ an 6hat benefit oes the customers get out of it >get great

cleaning e/er!a! in 3ust Khalf the timeD@8

Pro&uct Line Anal(sis

At the initial stage of builing =rouct$line: com=anies normall! e/elo= a

basic =latform an moules that can be ae to meet ifferent customer

re4uirements8 #he moular a==roach enables the com=an! to offer /ariet! an to lo6er =rouction

costs8 1ot all =roucts are of the same t!=e an use for the same =ur=ose8 A com=an! can classif! its

=rouct into four t!=es that gi/e in gross margins e=ening on sales /olume an =romotion8 #his is

a==licable for a etergent market as 6ell: as escribe belo6"

%8 Core =roucts$ Sure Excel Quick Wash 500gm is not a core =rouct: because e/en though it is

hea/il! =romote: it has high =rofit margin an are ifferentiate from the com=etitorsD

=roucts8

*8 Sta=les$ Proucts =urchase regularl! an out of necessit! are sta=le =roucts8 #raitionall!:

these items ha/e lo6er sales /olume an no =romotion8 Surf Excel Quick Wash 500gm are not bought on a ail! basisH ho6e/er Surf Excel Quick WashDs sachet =ackets are bought on a ail!

basis b! most of the househols8

&8 S=ecialties$ S=ecialt! =roucts gi/es lo6 sales /olume but highl! =romote to the com=an!8

Surf Excel Quick Wash 500gm: as it ex=ensi/e com=are to com=etitorDs =roucts: ha/e lo6

sales /olume but is highl! =romote an a/ertise8

'8 Con/enience$ Con/enience offerings are usuall! =roucts that =eo=le use in e/er!a! life: such

as brea: milk or matches8 Peo=le o not e/ote too much time to choose 6hat =articular bran

to bu!8 Some =eo=le o =refer some brans: but 6ill bu! another if the fa/orite one is not

a/ailable8 Con/enience =roucts are usuall! com=arati/el! chea= an sol in man! =laces8

#herefore: the! generate high sales /olume but recei/e less =romotion8 Surf Excel Quick Wash

500gm oes not fall uner this categor!8



Pro&uct Line ecisions

A =rouct line is a grou= of =roucts that are closel! relate to each other b! function: customer grou=:

market: or =rice range8 (or 9nile/er: in the fabric$cleansing categor!: it has the follo6ing =rouct$lines

Surf Excel <etergent Po6er: Wheel <etergent Po6er an Rin Po6er White >all the =roucts in this

line ha/e the same function@8

#he ma3or =rouct line ecision in/ol/es product-line length( 6hich is the number of items sol in a

=articular =rouct line8 Surf Excel Quick Wash has ex=ane its =rouct$line length in t6o 6a!s: as

ex=laine belo6"

i8 ;ine Stretching #his occurs 6hen a com=an! lengthens its =rouct$line be!on its current

range8 #he com=an! can stretch its line in an! one of the three 6a!s ex=laine belo6"

• <o6n$market Stretching #his in/ol/es introucing a lo6$=rice =rouct$line8 Surf Excel

Quick Wash 500gm is =ositione as a =remium 6ashing =o6er in Banglaesh8 o6e/er:

since there is strong gro6th o==ortunities in the /alue$=rice 6ashing =o6er as ma3orit! of the

=o=ulation is classifie as mile$classH Surf Excel Quick Wash has ao=te a o6n$market

stretching in its =rouct line to absorb the o==ortunities8 #his has resulte in the introuction of

more /alue$=rice Surf Excel Quick Wash =acket Surf Excel Quick Wash sachet =ack *0gm

>5#k@ $ to encourage =eo=le to become lo!al customers an bu! the bigger =ackets8 #his enables

Surf Excel Quick Wash to =osition themsel/es as full$line manufacturers: an absorb the

mile$market of Banglaesh8

• 9=$market Stretching #his strateg! is ao=te b! com=anies 6ho offer =roucts in the mile

market an 6ishes to enter the high en of the market in orer to achie/e more gro6th or to

reali2e higher margin8 Since Surf Excel Quick Wash 500gm is alrea! =ositione in the high

en of the market: this strateg! oes not a==l! for stretching its =rouct line: as introucing an

e/en higher =rice 6ashing =o6er might not be feasible for Surf Excel in the Banglaeshi

market8



• #6o$6a! Stretching Com=anies ser/ing the mile market might ecie to stretch their line in

both the irections >i8e8 both o6n6ars an u=6ars market stretching@8

ii8 ;ine (illing #his in/ol/es aing more items 6ithin the =resent range of the line8 ur SB9:

Surf Excel <etergent Po6er 500gm: uses this strateg! b! filling one more SB9 in its =resent

range $ %I0gm at 55#k8 #his enables Surf Excel to obtain its moti/es of reaching incremental

=rofits: utili2ing its excess ca=acit! an allo6s it to be the leaing full$line bran8 o6e/er: in

orer to refrain from cannibali2ation that occurs 6hen line filling is o/erone an customers get

confuse: Surf Excel makes sure that the ne6 items are noticeabl! ifferent from the existing

ones: such as the sachet =acks of *0gm ha/e a ifferent set of market an =ur=ose com=are to

the 500gm =acket8

Pro&uct Mix ecisions

#he =rouct mix >or =rouct =ortfolio@ in/ol/es the set of all =rouct lines an items that a =articular

seller offers for sale8 #he 6ie arra! of =rouct categories offere b! 9nile/er inclues $ househol

care: fabric cleaning: skin cleansing: skin care: oral care: hair care: =ersonal grooming: 6ater =urifier:

an tea base be/erage =roucts8 #he entire =rouct lines in these =rouct categories an the items sol

in each of them com=rises of 9nile/erDs =rouct mix >or =rouct =ortfolio@8 #he four im=ortantimensions of 9nile/erDs =rouct mix are ex=laine belo6"

i8 Prouct line 6ith #his refers to the number of ifferent =rouct lines sol uner a =articular

bran name8 (or Surf Excel Banglaesh: there is onl! one =rouct 6ith Surf Excel Quick

Wash8 o6e/er: for Surf Excel -nia: there are three =rouct lines sol uner the bran name

Surf Excel Surf Excel <etergent Po6er: Surf Excel ;i4ui Wash an Surf Excel <etergent

Bar8

ii8 Prouct line length #his refers to the total number of items that a =articular bran name

carries 6ithin its =rouct lines8 (or Surf Excel Banglaesh: there are three items in the =rouct

line length the three =acket si2es >500gm: %I0gm an *0gm@8 Again: for Surf Excel -nia:

there are aroun *% items in the =rouct line length8



iii8 Prouct line e=th #his refers to the number of /ersions offere of each =rouct in the line8

#he =rouct mix e=th of the Surf Excel <etergent Po6er inclues onl! one =rouct /ariant

>Surf Excel Quick Wash@ for the Banglaeshi market8 So there is no =rouct line e=th for Surf

Excel Quick Wash8 o6e/er: 6e coul emonstrate the =rouct line e=th for Surf Excel of

-nia: 6here the Surf Excel <etergent Po6er comes in four /ariations >Surf Excel Matic (ront

;oa Po6er: Surf Excel Matic #o= ;oa Po6er: Surf Excel Eas! Wash an Surf Excel Quick

Wash@8

i'# Prouct line consistenc! #he consistenc! of the =rouct line refers to ho6 closel! the /arious

line an categor! extension of the original =rouct are in en use: =rouction re4uirements:

istribution channels: or some other 6a!s8 -n the case of Surf Excel: the original =rouct for

inclues Surf Excel <etergent Po6er8 #here is a strong =rouct line consistenc! because all the

=rouct line an categor! extensions ha/e been relate to clothing cleaning solution8 #he

=rouct lines are less consistent insofar as the! =erform ifferent functions for the bu!ers8

Pro&uct Mix Pricing

(or com=anies like 9nile/er: that eals 6ith ifferent =rouct lines: the firm searches for a set of =rices

that maximi2es =rofits of the total mix8 #here are six =rouct$mix =ricing strateg! that 9nile/er can use

in =ricing its =roucts: as ex=laine belo6"

i8 Prouct$line =ricing 9nile/er ao=ts this strateg! in =ricing all the =roucts in its fabric

cleaning =rouct line b! introucing =rice ste=s8 (or exam=le: the 500gm =acket of Surf Excel

<etergent Po6er is =rices at ,,#k: 6hereas the similar si2e =acket of Rin Po6er White is

=rice 5*#k an Wheel ;emon Po6er is =rice &.#k8 #his reflects the ifferent =rice ste=s use



b! 9nile/er: an associate lo6$: a/erage$: an high$4ualit! image 6ith each of the three =rice

=oints8

ii8 =tional$(eature Pricing #his in/ol/es =ricing o=timal or accessor! =roucts sol 6ith the

main =rouct8 #his =rouct mix =ricing strateg! oes not a==l! for Surf Excel <etergent =o6er: as it oes not ha/e an! o=tional =roucts or features8 #hereDs onl! the main =rouct

>i8e8 Surf Excel@8

iii8 Ca=ti/e$=rouct Pricing #his in/ol/es =ricing the ancillar! or ca=ti/e =roucts8 o6e/er:

since Surf Excel <etergent Po6er oes not re4uire the use of an! other ca=ti/e =rouct: this

=rouct$mix =ricing strateg! also oes not a==l!8

i/8 #6o$=art Pricing #he ser/ice firms mostl! use this strateg!: 6hich consists of a fixe fee =lus

a /ariable usage fee8 As the usage of Surf Excel <etergent Po6er oes not allo6 /ariable

usage fees to be charge: this strateg! is not use in =ricing its =rouct mix8

/8 B!$=rouct Pricing Proucing =roucts an ser/ices often generate b!$=roucts8 -f the b!$

=roucts ha/e /alue to a customer grou=: the! shoul be =rices on their /alue8 #his hel=s the

com=anies to be com=etiti/e in charging =rices for their main =rouct8 Surf excel Quick Wash is

solel! e=enent on r!ing ifferent t!=es of chemicals an after a lot of steam the! are sha=e

into soliifie form8 #here are other chemicals that are left after the =roceure that can be use

as a b!$=rouct for Surf Excel Quick Wash8

#i. Prouct Bunling Pricing #his in/ol/es selling bunle =roucts an features8 Surf Excel

<etergent Po6er uses mi)ed *undling( 6here the 500gm =acket is a/ailable in both ini/iual

an in bunles of t6o$500gm =acket8 #he bunle of t6o$500gm =acket is =rice '0tk less than

if the! 6ere ini/iuall! =urchase8

:our $(+es of 2ran& S+onsorshi+

A manufacturer has four bran s=onsorshi= o=tions: as ex=laine belo6"

i8 1ational Bran >or manufacturerDs bran@ #his is the bran that is create an o6ne b! the

=roucer of goos an ser/ices an sol uner their o6n bran names8 #his strateg! is ao=te



b! 9nile/erDs Surf Excel Quick Wash: 6hich being the =roucer of the etergent =o6er sells it

uner its o6n bran name8

ii8 Store Brans >or =ri/ate brans@ #his is a bran create an o6ne b! a reseller >mileman:

istributor or retailer@ of a =rouct or ser/ice8 Such brans ha/e gaine a lot of market share inthe recent times: because the! offer lo6$=rice alternati/e to national brans an results in higher

store traffic an lo!alt!8 Such =ractice of bran s=onsorshi= ha/e not !et been /er! 6ies=rea

in the retail market of Banglaesh: but in 9?Ds su=ermarket Sainsbur!Gs: the storeGs o6n bran

of launr! etergents: calle 1o/on: is markete alongsie =roucts =rouce b! P O 7 >#ie

an Ariel@ an 9nile/er >Persil@8

iii8 ;icensing $ A =rouct or ser/ice using a bran name offere b! the bran o6ner to the licensee

for an agree fee or ro!alt!8 9nile/erDs Surf Excel oes not =ractice such bran s=onsorshi=

o=tions8

i/8 Co$braning $ Co$ braning occurs 6hen t6o establishe bran names of ifferent com=anies

are use on the same =rouct8 Surf Excel etergent =o6er oes not associate itself 6ith an!

other bran to s=onsor itH hence it oes not =ractice co$braning8

:our 2ran& e'elo+ment Strategies

#here are four o=tions use b! 9nile/er in e/elo=ing its bran strateg! in the fabric cleaning =rouct$

line: as illustrate belo6"



;ine Extention

Surf Excel Quick Washa/ailable in & =acket

si2es " *0gm: %I0gm an500gm

Bran Extension

1o bran extensions of

Surf Excel

Multibrans

Wheel Washing Po6eran Rin Po6er White

1e6 Brans

-ntrouction of Fim<ish6asher in its home$

care =rouct line

;ine Extension $ ;ine extensions occur 6hen a com=an! introuces aitional items in a gi/en =rouct

categor! uner the same bran name: such as ne6 fla/ors: forms: colors: ingreients or =ackage si2es8

Surf Excel Quick Wash =ractices line extension b! introucing three /ar!ing =acket si2es *0gm

>sachet =acks@: %I0gm an 500gm8

Bran Extension $ A bran$extension >or bran$stretching@ strateg! is an! effort to use a successful

bran name to launch ne6 or moifie =roucts in a ne6 categor!8 Surf Excel oes not ao=t this

strateg! in Banglaesh: as the bran is onl! a/ailable in one =rouct categor! >etergent =o6er@H

ho6e/er: inustan 9nile/er has a number of bran extensions uner the name of Surf Excel: 6hich

inclues Surf Excel Blue: Surf Excel Automatic an Surf Excel <etergent Bar8

Multi$brans #his is a strateg! 6here a com=an! introuces aitional brans in the same categor!8

9nile/er offers t6o other brans in its fabric$cleaning categor! >Wheel an Rin Po6er White@ an

buils a multi$bran strateg!8 #his allo6s 9nile/er to benefit from finer segmentation of the market:

6ith each bran name suggesting ifferent functions or benefits for ifferent customer segments8

Another a/antage for 9nile/er is that it can ifferentiate its ne6 =roucts more effecti/el! 6ith



- n t a n g i b i l i t ! S u r f E x c e l i s c l a s s i f i e a s

t a n g i b l e g o o s i n c e i t c a n b e s e e n : t e s t e a n f e l t b e f o r e

= u r c h a s e 8

-nse=arabilit!Surf Excel has se=arabilit! asit can be i/ie in a numberof con/enient =acket si2es8

Fariabilit!Qualit! of Surf Excel oes note=ens on 6ho =ro/ies them

an 6hen:6here an ho68

P e r i s h a b i l i t ! S u r f E x c e l c a n b e s t o r e f o r

l a t e r s a l e o r u s e 8

Servic

es

ini/iual bran names: 6hile also reucing the risk of ini/iual bran failures harming the

com=an!Gs o/erall re=utation8

1e6 Brans #his in/ol/es introucing a ne6 bran name in a ne6 =rouct categor!8 (or exam=le:

9nile/er extene the =rouct categories in the home$care sector b! introucing a ne6 bran name:

Fim <ish6asher8

:our Ser'ice )haracteristics

#here are four s=ecial ser/ice characteristics that a com=an! must consier 6hen esigning its

marketing =rogram8 #hese characteristics are ex=laine belo6



)ha+ter

e'ising a 2ran& Strateg(

A firmDs *randing strategy reflects the number an nature of both common an istincti/e bran

elements it a==lies to the =roucts it sells8 #he main bran terms for Surf Excel Quick Wash an its

=arent com=an!: 9nile/er: are ex=laine belo6"

a@ Bran Portfolio #he bran =ortfolio of 9nile/er com=rises of the entire collection of

traemarks that the com=an! a==lies to its =roucts an ser/ices8 E/en though each of

9nile/erDs brans has its o6n se=arate traemarks an o=erates as an ini/iual business entit!:

the bran =ortfolio encom=ass all these entities uner one umbrella as it lessens consumer

confusion in regar to 6ho o6ns =articular brans8

b@ Bran Mix >or bran assortment@ is the set of all bran lines that a =articular seller makes

a/ailable to bu!ers8 9nile/er offers %, =rouct lines: all of 6hich makes the *rand mi) of

9nile/erDs bran =ortfolio8

c@ Bran line consists of all =roucts original as 6ell as line an categor! extension sol

uner a =articular bran8 (or exam=le: all the =roucts sol uner the bran name Surf Excel

Surf Excel Quick Wash >a/ailable in & =acket si2es@ $ com=rises of a bran line8

@ (amil! Bran #he existing bran that gi/es birth to a bran extension or sub bran is kno6n

as famil! branL =arent bran8 Surf Excel <etergent Po6er is the =arent bran of its bran

extension Surf Excel Quick Wash8

e@ Bran Extension #his in/ol/es introucing a ne6 =rouct using an establishe bran8 Bran

extensions fall into t6o categories"

• ;ine Extension Surf Excel Quick Wash 500gm unertook line extension strategies b!

introucing ne6 =ackage si2es *0gm >sachet =acks@ an %I0gm =ackets $in orer to

become a full$line =ro/ier of =remium 6ashing =o6er8 -n line extension: Surf Excel

Quick Wash sta!s 6ithin the same =rouct categor!8



• Categor! Extension #his in/ol/es the =arent bran >Surf Excel <etergent@ entering a

ifferent =rouct categor! from the one it is currentl! ser/ing8 #his categor! extension is

not use Surf Excel in Banglaesh8 #hough in other countries: such as inustan

9nile/er >9;@: Surf Excel has unertaken categor! extension b! introucing =roucts

such as Surf Excel 7entle 6ash: a li4ui etergent meant for 6oolens: bab! clothes:

silks: cre=es or other such clothes that gets amage if 6ashe 6ith regular etergent

=o6er8

f@ Sub$bran #his in/ol/es combining a ne6 bran 6ith an existing bran8 Surf Excel <etergent

=o6er has not unertaken this e/ising strateg!: as it has not being associate 6ith an! other

brans8

g@ Brane Fariants ere: onl! s=ecific bran lines are su==lie to s=ecific retailers or istribution channels: ue to the =ressure some retailers =ut on manufacturers to =ro/ie

istincti/e offerings8 Surf Excel Quick Wash 500gm has no bran /ariants: since it istributes

the same =rouct to all the retailers in the istribution channel8

h@ ;icense Prouct is one 6hose bran name has been license to other manufacturers that

actuall! make the =rouct8 #here are no license =roucts of Surf Excel Quick Wash8

i@ Bran <ilution $ Bran <ilution occurs 6hen a bran extension a/ersel! affects =erce=tion

about attributes the core bran is belie/e to hol8 Surf Excel Quick Wash is safe from bran

ilution as there are istinct ifferences bet6een the bran extensions: an the customers o not

ha/e conflicting =erce=tions about the offere bran extensions8

2ran& >aming ecisions

#here are four bran$naming strategies that a =arent com=an! can choose from 6hen e/elo=ing a

bran name for its =rouct8 #he bran naming =ractices follo6e b! Surf Excel Quick 6ash is

ex=laine belo6"



a@ -ni/iual 1ames 9nile/er follo6s an ini/iual naming strateg! in naming Surf Excel Quick

Wash: kee=ing the =arent bran >9nile/erDs@ name se=arate from its braning8 #his allo6s

9nile/er to not tie its re=utation 6ith that of Surf Excel: an in case Surf Excel fails or a==ears

to ha/e lo6 4ualit!: it oes not hurt 9nile/erDs image8 Also: b! using the ini/iual naming

strateg!: 9nile/er is able to introuce ifferent 4ualit! lines 6ithin the same =rouct class >such

as Rin an Wheel@8 9nile/er: therefore: is kno6n to be a house of brans8

b@ Blanket (amil! 1ames ere: all =roucts use a common famil! of bran names8 #his strateg!

is not ao=te b! 9nile/er an our SB9 >Surf Excel Quick Wash@: since it oes not follo6 the

brane house strateg!8

c@ Se=arate (amil! 1ames for all =roucts #his in/ol/es ha/ing se=arate names for the ma3or

categories of =roucts >such as oral care: fabric cleansing etc8@8 o6e/er: as 9nile/er uses

ifferent bran names uner each categor!: it oes not follo6 this strateg!8

@ Cor=orate 1ame combine 6ith -ni/iual Prouct 1ames Since the bran name of Surf

Excel Quick Wash oes not irectl! use its manufacturing com=an!Ds name: 9nile/er: it can be

sai to not follo6ing this strateg!8 #he onl! bran in the =rouct line of 9nile/er to follo6 this

strateg! is 9nile/er Pureit: 6here the =arent branDs name is associate 6ith the ini/iual

bran name8



2ran& 3oles in 2ran& Portfolio

Brans can =la! a number of s=ecific roles as =art of a =ortfolio8 #he Bran Role =la!e b! Surf Excel

Quick Wash 500gm in 9nile/erDs Bran Portfolio is escribe belo6"

a@ (lankers #hese are the fighter brans that are =ositione 6ith res=ect to the com=etitorsD

brans so that more im=ortant >an =rofitable@ flagshi= brans can retain their esire

=ositioning8 9nile/er markets Wheel lemon etergent =o6er in a 6a! that flanks the more

=remium 6ashing =o6er in its =rouct line Surf Excel Quick Wash8 -n orer to maintain the

fine line in esigning fighter brans: 9nile/er =romotes Wheel ;emon Po6er to onl! gi/e

some s=ecific benefits >such as either extra 6hiteness or goo fabric scent@: 6hereas it =romotes

Surf Excel Quick Wash as ha/ing the =o6er to remo/e multi=le t!=es of stains 6hile

maintaining the 4ualit! an scent of fabric8

b@ Cash Co6s #hese are the brans that are ke=t in the com=an!Ds =rouct =ortfolio es=ite

6inling sales because the! still manage to maintain their =rofitabilit! 6ith /irtuall! no

marketing su==ort8 Surf Excel Quick Wash cannot be classifie as =la!ing the bran role of

cash co6 as it is greatl! su==orte b! marketing acti/ities to boost sales8

c@ ;o6$en Entr! ;e/el #his is 6here a relati/el! lo6$=rice bran in the =ortfolio is introuceto attract customers to bran franchise8 #he lo6$en entr! le/el role of Surf Excel Quick Wash

can be sai to be the *0gm sachet =ack: 6hich has been com=etiti/el! =rice at 5tk =er sachet to

inuce customers to bu! an create lo!alt!8

@ igh$en =restige Surf Excel Quick Wash 500gm can be seen to be =la!ing the role of a high$

en =restige in the fabric cleansing line of 9nile/er: as it is the highest =rice SB9 among its

=ortfolio8 -t enhances the =restige an creibilit! of the entire 9nile/er =ortfolio8

)ha+ter ,0 an& ,,

Price" #he amount of mone! charge for a =rouct or ser/ice: or the sum of the /alues that customers

exchange for the benefits of ha/ing or using the =rouct or ser/ice8 (or instance: the amount of mone!

the customers are going to =a! for the Surf Excel Quick 6ash 500gm is ,,#k8



(ixe Price" #he term fixe =rice is a =hrase use to mean the =rice of a goo or a ser/ice is not sub3ect

to bargaining8 #he term commonl! inicates that an external agent: such as a merchant or the

go/ernment: has set a =rice le/el: 6hich ma! not be change for ini/iual sales8 -n the case of

go/ernments: this ma! be ue to =rice controls8

<!namic =rice" #his is a =ricing strateg! in 6hich businesses set highl! flexible =rices for =roucts or

ser/ices base on current market emans8 <!namic =ricing is a common =ractice in se/eral inustries

such as hos=italit!: tra/el: entertainment: an retail8 Each inustr! takes a slightl! ifferent a==roach to

re =ricing base on its nees an the eman for the =rouct8 #his is not a==licable for Surf Excel

Quick Wash 500gm8

Costs" #his is the sum of the cost of =rouction as incurre b! the original =roucer: an further costs

of transaction as incurre b! the ac4uirer o/er an abo/e the =rice =ai to the =roucer8 9suall!: the

=rice also inclues a mark$u= for =rofit o/er the cost of =rouction8 (or exam=le: su==ose: if the cost of

manufacturing Surf Excel Quick Wash 500gm is '0#k: an the cost of transaction incurre b! the

istributor is %0#k: then the total cost of Surf Excel Quick Wash 500gm 6ill be 50#k8

(ixe Cost" Costs that o not /ar! 6ith =rouction or sales le/el are calle fixe costs8 -t is also kno6n

as o/erhea8 (or exam=le: the fixe cost in the =rouction of Surf Excel Quick Wash 500gm 6oul be

the rent of the factor!: cost of labor an cost of machiner!8

Fariable Cost" Costs that /ar! irectl! 6ith the le/el of =rouction8 Such as: the /ariable costs of Surf

Excel Quick Wash 500gm might inclue the chemicals an com=onents use to =rouce the etergent

=o6er: =lus the =ackaging8

#otal cost" #he sum of the fixe an /ariable costs for an! gi/en le/el of =rouction8

Marketing ?bjecti'es for Pricing

-n orer to enter the market Surf Excel first nees to ecie 6here it 6ants to =osition its market

offering an for that it nees to ha/e a clear =ricing ob3ecti/e8 #here are 5 ma3or =ricing ob3ecti/es8

Surf Excel Quick Wash 500gm has to choose bet6een one of these ob3ecti/es8 A brief iscussion is

gi/en belo6"



%8 Sur/i/al" Sur/i/al is a short$ run ob3ecti/eH in the long run the firm must learn ho6 to a /alue or

face extinction an this is not the ob3ecti/e Surf Excel is looking for because it is alrea! an establishe

bran in Banglaesh8

*8 Profit maximi2ation" -n =rofit maximi2ation the com=anies 6ill tr! to set a =rice that 6ill maximi2e

their current =rofits8 #he! estimate the eman an costs associate 6ith alternati/e =rices an choose

the =rice that =rouces maximum current =rofit8 Surf Excel also oes not target this ob3ecti/e: as it

aims to sta! in the market for the long run8

&8 Market =enetration" #he com=an! set a lo6 initial =rice in orer to =enetrate the market 4uickl! an

ee=l! to attract a large number of bu!ers 4uickl! an 6in a large market share8 #his ob3ecti/e is

being ignore b! Surf excel8 #his is because Surf Excel Quick Wash 500gm has been =ositione as a

=remium 6ashing etergent =o6er in the Banglaeshi market: an a==l!ing market =enetration

=ricing strateg! 6oul ruin their /alue =ro=osition8

'8 Market skimming =ricing" Com=anies that in/ent ne6 =roucts often use this ob3ecti/e8 Market

skimming makes sense onl! uner certain conitions8 (irst: the =roucts 4ualit! an image must

su==ort its higher =rice an enough bu!ers must 6ant the =rouct at that =rice8 Secon: the costs of

=roucing a smaller /olume cannot be so high that the! cancel the a/antage of charging more8 (inall!

com=etitors shoul not be able to enter the market easil! an unercut the high =rice8 Surf Excel is not

going to choose this ob3ecti/e as 6ell: because charging too high =rices 6ill attract com=etitors in the

market 6ho can also co=! the =rouct benefits offere b! Surf Excel Quick Wash 500gm8 Aitionall!:

follo6ing this ob3ecti/e 6ill refrain Surf Excel Quick Wash 500gm from en3o!ing the benefits of

economies of scale 6hich in return 6ill increase their cost of =rouction8

58 Prouct 4ualit! leaershi=" (inall!: Surf Excel aims to be the =rouct$ 4ualit! leaer in the market8

Man! local or international brans stri/e to be afforable luxuries =roucts or ser/ice characteri2e

b! high le/els of =ercei/e 4ualit! taste an status 6ith a =rice 3ust high enough not to be out of

consumers reach8 Surf Excel Quick Wash 500gm =acket aims to o 3ust that b! =ricing 3ust less than

%00 taka but 6ith a 4ualit! matching the international stanars8

ifferent t(+es of Market



7oo =ricing starts 6ith an unerstaning of ho6 customerDs =erce=tions of /alue affect the =rices the!

are 6illing to =a!8 Both consumer an inustrial bu!ers balance the =rice of a =rouct or ser/ice against

the benefits of o6ning it8 #hus: before setting =rices: 6e must unerstan the relationshi= bet6een

=rice an eman for the com=an!Ds =rouct8 Surf excel: before setting =rices the! set their target

market8 #here are ' t!=es of markets for Surf Excel to choose from but the! choose onl! one8 (irst: let

us kno6 about the ifferent t!=es of markets"

Pure com=etition" -n =ure com=etition the market =rice oesnDt /ar! that much an no istinguishe

seller can change or affect the market =rice to the extent8 A seller cannot charge more than the going

=rice: because bu!ers can obtain as much as the! nee at that =rice8 -n =ure com=etition 6heat: co==er

or financial securities are goo exam=les8 Surf Excel 6onDt target this market because of its o6n

=rouct categor!8

ligo=olistic Com=etition" -n this market the sellers are com=arati/el! fe6er than =ure com=etition8

o6e/er the sellers are concerne about each otherDs =ricing an marketing strateg!8 -t is

com=arati/el! harer to enter the market as a ne6 com=etitor8 An exam=le might be steel selling

com=an! an its market8 -f the com=an! reuces its =rice then e/er! other com=an! 6ill ha/e to o or

take certain ste=s to match their strateg! or e/er! bu!er 6ill bu! =roucts from them8 #he etergent

=o6er market of Banglaesh oes not follo6 oligo=olistic com=etition: an therefore Surf Excel

Quick Wash 500gm oes not follo6 it either8

Pure mono=ol!" -n here the market consists of one seller onl!8 7enerall! the go/ernment is the =erfect

exam=le for this sort of market8 Surf Excel oes not o=erate in the =ure mono=ol! market: an there is

more than one seller in the etergent =o6er inustr! in Banglaesh8

Mono=olistic com=etition" #he market consists of man! bu!ers an sellers 6ho trae o/er a range of

=rices rather than a single market =rice8 A range of =rices occurs because sellers can ifferentiate their

offers to bu!ers8 Either the =h!sical =rouct can be /arie in 4ualit!: features or st!le or the ser/ice can

be /arie8 Sellers tr! to e/elo= ifferentiate offers for ifferent customer segments8 Surf Excel Quick

Wash 500gm 6ill target this market because of the offerings this market makes8 -n the =ack of Surf

Excel Quick Wash 500gm it is mentione that it can 6ash clothes in less than one minute an it 6ill

sa/e !ou extra * buckets of 6ater8 -t is clear that Surf Excel is ifferentiating itself from the other



sellers on the market8 Because there are man! com=etitors in the market: Surf excel is less affecte b!

com=etitors =ricing strategies than in oligo=olistic markets8

Pricing Strategies

#here are fe6 =ricing strategies that Surf excel nees to utili2e to be in the market8 #he! are ex=laine

belo6"

%8 Falue$base =ricing" -n /alue$base =ricing or =ercei/e /alue =ricing com=anies eli/er the /alue

=romise b! their /alue =ro=osition an the customers must =ercei/e this /alue8 Surf Excel Quick

Wash =romises to remo/e all kins of stains 6ith 3ust one =rouct an that too in half the time 6ith less

6astage of 6ater8 -t charges its =remium =rice on the basis of this /alue eli/ere: an the success of

the =rouct in the Banglaeshi market reflects that consumers =ercei/e the /alue eli/ere in the

similar manner8

*8 Falue =ricing" #his in/ol/es 6inning lo!al customers b! charging a fairl! lo6 =rice for a high$

4ualit! offering8 Falue =ricing is thus not a matter of sim=l! setting lo6er =ricesH it is a matter of

reengineering the com=an!Ds o=erations to become a lo6 cost =roucer 6ithout sacrificing 4ualit!: to

attract a large number of /alue$conscious customers8 Surf Excel: 6ith its =remium bran image an an

afforable =rice range: as=ires to o 3ust that8

&8 E/er!a! =ricing" An im=ortant t!=e of /alue =ricing is e/er!a! lo6 =ricing: 6hich takes =lace at

the retail le/el8 A retailer that hols to an E<;P =ricing =olic! charges a constant lo6 =rice 6ith little

or no =rice =romotions an s=ecial sales8 #hese constant =rices eliminate 6eek$to$6eek =rice

uncertaint! an the high lo6 =ricing of =romotion$oriente com=etitors8 #herefore Surf Excel Quick

Wash 6ill surel! target this strateg! to get customer attention ue to the lo6 =rice but better =rouct

than the rest of the etergents in the market8

'8 igh ;o6 Pricing" -n high lo6 =ricing: the retailer charges higher =rices on an e/er!a! basis but

then runs fre4uent =romotions in 6hich =rices are tem=oraril! lo6ere belo6 the E<;P le/el8

Although it is a /er! goo strateg! Surf Excel 6onDt consier this because the! 6ant their consumers to

get the best =ossible =rouct in the least amount of mone! use an igh ;o6 =ricing generall!

in/ol/es =ricing a /er! high amount at the initial stage8



)om+etition<2ase& Pricing

Surf Excel Quick Wash 500gm uses com=etition base =ricing8 #here are * t!=es of =ricing techni4ues

in com=etition$base =ricing: as ex=laine belo6"

%8 7oing rate =ricing #his is 6hen the firm largel! bases its =rice on com=etitorDs =rice an if the

market leaers or the bran in the market changes the =rice the! ha/e to change it too8

*8 Seale$bi =ricing #his occurs 6hen all the com=etitors of the market bi for something the!

6ant to bu!8

Surf Excel oes not follo6 either of those8 -ts =ricing techni4ue solel! e=ens on its other com=etitors8

-n orer to be the market leaer it has to =rice in such a 6a! that makes it better than an! other =roucts

but at the same time afforable in the e!es of consumers8 #he =rice has to be abo/e other com=etitors

but at the same time 6ithin consumer reach an it has =ossibl! one so8 Surf Excel Quick Wash 500gm

=acketDs =rice is less than %00 #k that is highest in the market but at the same time 6ithin reach an not

that costl! com=are to other brans8



Pro&uct Mix Pricing Strategies

#he strateg! for setting a =rouctDs =rice often has to be change 6hen the =rouct is =art of a =rouct

mix8 -n this case: Surf Excel Quick Wash 500gm looks for a set of =rices that maximi2es the =rofits on

the total =rouct mix8 Pricing is ifficult because the /arious =roucts ha/e relate eman an costs

an face ifferent egree of com=etition8 #here are 5 t!=es of =rouct mix =ricing strategies: as

ex=laine belo6"

%8 Prouct line =ricing" Com=anies usuall! e/elo= =rouct lines rather than single =roucts8 Surf

Excel Banglaesh onl! has Surf Excel Quick Wash in its =rouct line8 o6e/er: Surf Excel -nia has a

number of =rouct lines along 6ith Surf Excel Quick Wash: 6hich inclues Surf Excel Matic #o=

;oa 6ith s=ecial KMulti Acti/e S!stemD molecules: s=eciall! esigne to 6ork in large 4uantities of

6ater O remo/e tough stains in the 6ashing machine itselfH Surf Excel Matic (ront ;oa 6ith its

concentrate Glo6 foamGK* (ormulaD esigne to remo/e stains 6ithout generating excess foam that is

harmful for 6ashing machineH Surf Excel Blue that is use for (abric an Color Care8 1o6 all of these

=roucts carr! ifferent t!=es of =rice suiting to the customersD nees8 (or instance: Quick WashDs =rice

is ,, B<#H 6here as Surf Excel Matic is o/er %50 B<#8 #he =rice ste=s take into account cost

ifferences bet6een the =roucts in the line an account for ifferences in customer =erce=tions of the

/alue of ifferent features8

*8 =tional =rouct =ricing" Com=anies use o=tional =rouct =ricing offering to sell o=tional or

accessor! =roucts along 6ith the actual =rouct8 #his =rouct mix =ricing strateg! oes not a==l! for

Surf Excel Quick Wash: as it oes not ha/e an! o=tional =roucts or features8 #hereDs onl! the main

=rouct >i8e8 Surf Excel Quick Wash 500gm@8

&8 Ca=ti/e =rouct =ricing" Com=anies that make =roucts that must be use along 6ith a main =rouct

are using ca=ti/e =rouct =ricing8 Surf Excel oesnDt ha/e an! ca=ti/e =rouct but s=ecial chemicals to

use alongsie the etergent to hel= make the 6ash e/en better can be offere b! the bran8

'8 B!$ =rouct =ricing" Proucing =roucts an ser/ices often generate b!$=roucts8 -f the b!$=roucts

ha/e /alue to a customer grou=: the! shoul be =rices on their /alue8 #his hel=s the com=anies to be

com=etiti/e in charging =rices for their main =rouct8 Surf excel Quick Wash is solel! e=enent on

r!ing ifferent t!=es of chemicals an after a lot of steam the! are sha=e into soliifie form8 #here



are other chemicals that are left after the =roceure that can be use as a b!$=rouct for Surf Excel

Quick Wash8

58 Prouct Bunle Pricing" 9sing =rouct bunle =ricing: sellers often combine se/eral of their

=roucts an offer the bunle at a reuce =rice8 ;ike Surf Excel offere all of their t!=es of etergents

in one bunle in onl! %050 B<# a fe6 months back8 #his 6a! all of their =roucts can be sol easil!

an customers also en3o! the full =ack 6ith all t!=es of formula for 6ashing ifferent t!=es of clothes8

Surf Excel Quick Wash uses mi)ed *undling( 6here the 500gm =acket is a/ailable in both ini/iual

an in bunles of t6o$500gm =acket8 #he bunle of t6o$500gm =acket is =rice '0tk less than if the!

6ere ini/iuall! =urchase8

Price A&justment Strategies

#he =rice a3ustment strateg! in the most basic sense is the strategies: 6hich are follo6e to set or

a3ust the =rice of a =rouct8 #hese strategies are commonl! use to change the =rices for ifferent

markets or to stimulate sales8 Some of them are iscusse belo6"

• <iscount an allo6ance =ricing" <iscounting an allo6ance are similar !et ifferent8 <iscounts

are offere to the consumersH it refers to the reuction in =rice for a s=ecific =erio of time or on

=urchasing of a certain 4uantit! of the =rouct8 Allo6ance on the other han is =ro/ie to the

retailers b! the 6holesalers8 Allo6ance is the offering of mone! >of some free 4uantit!@ in

exchange of agreement to feature the =rouct on some 6a!8 Surf Excel Quick Wash 500gm

often =ro/ies such iscounts e/er! no6 an then: offering =rice cuts an sometimes *0J

extra8

• Segmente =ricing" Segmente =ricing is a3uste =ricing to allo6 for ifferences in customer:

location or the =rouct itself8 -n other 6ors: ifferent =rices are set for ifferent locations:

customers an =rouct forms8 Surf Excel Quick Wash 500gm oes not offer segmente =ricing



in Banglaesh8 o6e/er: the! o ten to sell large =acks in the urban regions an small sachets

in the rural areas 6ith res=ect to the nees an =urchasing =o6er of the =eo=le8

• Ps!chological =ricing" Ps!chological =ricing sa!s something about the =rouct =hiloso=h!: not

3ust the cost of manufacturing8 Surf Excel Quick Wash 500gm follo6s this strateg!8 -t ientifies

itself as a highl! effecti/e fabric cleaner but also belie/es that itDs a must ha/e aroun

househols 6ith !oung kis 6ho ten to get their clothes irt! e/er! no6 an then8 So instea

of charging a high =rice as =er its effecti/eness: Surf Excel Quick Wash 500gm is moeratel!

=rice aroun its com=etitors8

• Promotional =ricing" Promotional =ricing is reucing the =rices for a short =erio of time: often

in a certain =lace: t!=icall! to stimulate the market an increase sales8 Surf Excel Quick Wash

500gm has s=onsoreLorgani2e /arious ifferent e/ents throughout the !ears an it has offere

/arious =romotional =rices an gifts in those e/ents8

• -nternational =ricing" -nternational =ricing means to set =rices ifferentl! in ifferent global

regions: a3usting 6ith the regions culture: =eo=leDs =urchasing =o6er an other relate factors8



)on&itions >ecessar( for Segmente& Pricing Effecti'eness

(or segmente =ricing to be effecti/e: it must fulfill some certain conitions: such as"

•

#he market must be segment able: an each of the segments must sho6 a ifferent le/el of eman for the =rouct8 Surf Excel Quick Wash 500gm follo6s the mass marketing strateg! so

there is no nee of segmentations8

• #he segmente market shoul be sustainable: meaning the business must be able to o=erate at

that segment 6ith a =rofit at that segmente =rice: 6hile also being 6ithin a legal an logical

margin8 #his inclues the costs of segmenting an reaching the market: 6hich shoul be belo6

the generate re/enue8 Since Surf Excel Quick Wash 500gm is a =rouct for the mass market: it

is safe to assume that their customer base is sustainable8

• But more im=ortantl!: the segmente =rice shoul reflect the real ifferences in the customerDs

=ercei/e /alues8 A customer 6ho is =a!ing a high =rice for the =rouct must feel like the! are

getting the /alue 6orth the extra the! are s=ening 6hile the buget customers shoul feel like

the! are getting the =ro=er /alue for the =rice the! are =a!ing8 -gnoring this 6ill result in

customer resentment an harbore ill feelings to6ars the =rouct8 Surf Excel Quick Wash

500gm is offere in onl! one /ariant so this =oint can be ignore8

Price )hanges

Price changes are changing the =rices or rea3usting it8 Price changes ma! refer to =rice cuts or =rice

increases8

• Price cuts" #his in/ol/es reucing the =rice8 Price cuts can be initiate to aggressi/el! =romote

the =rouct to attract sales to increase the re/enue or to get ahea of the com=etitors8 Surf Excel

Quick Wash 500gm has: on numerous occasions reuce its =rice or =ro/ie extra =ercentage

of the etergent8 -n aition: it has also inclue KgiftD like tiffin boxes: containers to store as

6ell8

• Price increases" Price increase is not al6a!s a negati/e thing8 (irms ten to increase =rices to

retain its =rofit margins uring the inflations8 -n Banglaesh: inflation is 6iel! notice in the



mi$!ear: uring the time of national bugeting8 Surf Excel Quick Wash 500gm changes its

=rice uring the buget =erio as =er the rate of inflation to retain their =rofit margin8

• -nitiating =rice changes" -nitiation of the =rice changes e=en on the com=an!Ds =referre

strateg!8 -n case of Surf Excel Quick Wash 500gm: before initiating a =rice change: the! ten tomake the customers a6are through #FCs: a/ertisements on the =rint meia an istributing

leaflets an fl!ers8

• Bu!er an com=etitorsD reaction" Price changes are not al6a!s irectl! inter=rete b! the bu!ers

an com=etitors8 <uring the buget season: 6hen e/er!thingDs =rices are increasing: a ecrease

in =rice is su==ose to be increasingH a =rice cut is inter=rete as a ecrease in 4ualit! as 6ell8

Also: a =rice increase in excess =ro=ortion is inter=rete as a cor=orate agena for the to=

management to increase igits of their bank accounts8 Com=etitors focus on the =rice changes

seriousl! as a =rice change can also change the com=an!Ds market share 4uite ra=il! so the!

nee to react fast to either get more of the share or retain the current shares8

• Alternati/es #o -ncreasing Prices" #here are man! alternati/e to =rice changes8 Price changes

commonl! refer to the changes in =rice onl! an not the 4uantit!8 Surf Excel Quick Wash



500gm often: instea of a =rice cut: =ro/ies a certain =ercentage of bonuses 6ith =urchase:

t!=icall! %0$&&J extra8

ifferentiate& +ricing

• Customer$segment =rice" Customer$segment =ricing means the customer base is i/ie into

ifferent segments an each segment =a!s a ifferent =rice for the =rouct8 Surf Excel Quick

Wash 500gm is sol to all segments at the same rate: so it oes not follo6 this =ricing8

• Prouct form =ricing" -n this case: the =rice of the =rouct e=ens on the form of the =rouct8

A non$assemble =rouct t!=icall! costs less than a full! assemble =rouct8 Surf Excel Quick

Wash 500gm is sol on as etergent =o6er in Banglaesh but it is sol in li4ui form in -nia8

• Channel =ricing" Chanel =ricing e=ens on the istribution channel an costs8 -f the cost of

istribution rises: or the istributor of some certain region re4uires more funs: the =rice of the

=rouct rises accoringl!8 9nile/er has its o6n istribution channel so the =rice is the same all

o/er the countr!: 6here it is a/ailable8

• ;ocation =ricing" -mage =ricing means the =rice changes 6ith the region of the =rouct8 -t

trans=ortation means are more ifficult in a certain region: the =rouct costs higher there than

the regions 6here the =rouct can be easil! trans=orte8 -nstea of follo6ing this =ricing: Surf

Excel Quick Wash 500gm s sol in urban areas an sachets are sol in rural areas8

• #ime =ricing" #ime =ricing means the =rice of the =rouct e=ens on the time of

=urchasingLselling of the =rouct8 #his im=lies that a =rouct ma! be =rice ifferentl! if it is

=urchase on a ifferent =erio of time8 Surf Excel Quick Wash 500gm again: oes not follo6

this =ricing strateg! since it is not a==licable in case of most essential =roucts8



)ha+ter ,1

$he +romotion mix

• A/ertising" A/ertising is an! =ai form of =resentation or =romotions of a =rouct >an

ser/ices or ieas@ 6ith ientifie s=onsors8 /er the !ears Surf Excel Quick Wash 500gm has

launche a number of a/ertisements8 While the earl! #FCs sho6 ex=erts using Surf Excel

Quick Wash 500gm to remo/e steins: their recent #FCs are creati/e8 #he! are sening a

message to the =arents: es=eciall! the mothers 6ho ten to o the launr! in Banglaesh to let

kis be creati/e an lea/e the steins to Surf Excel Quick Wash 500gm8

• Sales =romotion" Sales =romotion is short term incenti/es to increase sales of the =rouct or

ser/ice8 Surf Excel Quick Wash 500gm has one ifferent t!=es of sales =romotion in

Banglaesh8 (rom offering =acks at a reuce =rice to gi/ing a small =ercentage extra or gi/ing

a container along 6ith the large 500g =acks: Surf Excel Quick Wash 500gm has one them all8

• Personal selling" Personal selling is one b! the rele/ant =eo=le of the com=an! =ersonall!

=resenting the =roucts to the customers: often exchanging ex=erience8 Since Surf Excel Quick

Wash 500gm is a =rouct for the mass =o=ulation: the! o not o that8

• <irect selling" <irect selling in/ol/es com=an! em=lo!ees irectl! seeking out the =otential

customers to sell to them8 #his usuall! ha==ens in case of high en =roucts 6hich not

e/er!bo! can affor8 Again: Surf Excel Quick Wash 500gm being a =rouct for the mass

=o=ulation segment: the! o not conuct irect selling8



*ntegrate& marketing communications

/er the !ears: the marketing managers ha/e =erfecte the art of mass marketing an ha/e come u=

6ith some effecti/e strategies of mass marketing communications8 #he big marketing cor=orations

routinel! s=en millions of ollars on #FC an =rint meia as8 #his sector is !namic an e/er

changing8 -n the 6ors of ?otler an Armstrong: integrate marketing communication is Carefull!

integrating an coorinating the com=an!Ds man! communications channels to eli/er a clear:

consistent: an com=elling message about the organi2ation an its =roucts8 Surf Excel: e/er! !ears

s=ens tons of mone! on coming u= 6ith inno/ati/e #FC an a/ertisements to retain the attentions of

the consumers through sening messages about their =rouct an their /ision8

$he changing communication en'ironment

#he marketing communication en/ironment is e/er changing8 A fe6 ecaes ago tele/ision use to be a

=rimar! source of entertainment8 Back then =eo=le 6oul sit through commercial breaks an retains a

lot of the #FCs the! 6atche8 Back then: Surf Excel 6oul ha/e gotten a6a! 6ith a sim=le

commercial that sho6s ho6 effecti/e Surf Excel is against tough steins8 But no6 ue to the ra=i

=rogression of technolog!: the scenario has change8 Peo=le li/e fast =ace li/es no68 Also: there are

man! o=tions a/ailable8 <uring a commercial break =eo=le these a!s 6oul not sit through the 6hole

break: the! are likel! to s6itch =rograms8 Surf Excel ha to get creati/e8 #heir recent commercials

sho6 ho6 kis are =rone to stein their clothes8 Surf Excel sens a message to the =arents that the!

shoul not be 6orrie about themH Surf Excel is there to take care of that8 An as for the kis: some

rough steins shoul not hiner their nurturing of creati/it!8

$he nee& for integration

-ntegrate marketing communication is /er! crucial for marketers8 1o6aa!s consumers are

bombare b! barrages of a/ertisements on ifferent meia8 #hese meia often can mix the messages

sent to the consumers b! the =roucers: 6hich ma! result in confusion an =rouct resentment b! the

consumers8 (or exam=le: the message an ol home 6oul 6ant to sen is that at an ol age: =eo=le are

lonel! 6hich lea to e=ressionH so sen the ol =eo=le to the ol homes so that the! can remain in the

com=an! of =eo=le of same age an ex=eriences8 Some meia ma! sen a message in a ifferent



manner 6hich ma! be inter=rete into ol =eo=le are un6ante: get ri of them easil! #his ma!

cause massi/e =ublic u=roars8 #he cause of this =roblem is the ifferent =arts of the =romotional tools

come from the ifferent e=artments of the com=an!8 ;ater in the term =a=er 6e shall iscuss

integrate marketing communication in etail8

A 6ie% of )ommunication Process

Communication =rocess is the =rocess of communicating in a businessH most commonl! it refers to the

=rocess of communication bet6een manufacturers an consumers8 #his =rocess has se/eral stages:

6hich are /er! s=ecific8 #hese stages are iscusse belo6 in brief8

• Sener" #he communication starts 6ith the sener: 6hich in this case is Surf Excel Quick Wash

500gm8

• Encoing" Encoing is conce=tuali2ing the message the! 6ant to sen8 Being a etergent

=roucer: Surf Excel Quick Wash 500gm 6ants to sen a message to its consumer regaring

steins on clothes8

• Message" #he message is the actual #FC: or other a/ertisement e=ening on the meia8

• Meia" #he meia is the carrier of the message8 Surf Excel Quick Wash 500gm uses both #F

commercials as 6ell as =rinte a/ertisements8

• <ecoing" <ecoing in this case refers to ho6 the consumer is inter=reting the message: or the

a/ertisement8 #he consumers unerstaning an relating the a/ertisement to something is the

ecoing =rocess8

• Recei/er" #he recei/ers are the consumers: or the ones on the /ie6ing ens of the

a/ertisement8



• Res=onse" Res=onse is the recei/erDs reaction after /ie6ing the a/ertisement8 #his inclues the

numerous =ossible actions: such as the recei/er ma! be anno!e b! the re=etition of the #FC:

he ma! ha/e become a6are so no6 he likes Surf Excel Quick Wash 500gm more: irt! launr!

remining him of Surf Excel Quick Wash 500gm or oing nothing8

• (eeback" (eeback is the recei/erDs reaction sent back to the sener8 Some /ie6er ma! contact

to =raise Surf Excel Quick Wash 500gmDs a/ertisement if a contact aress or number is

=ro/ie or to ro= suggestions or com=laints8

• 1oise" 1oise is the istortion of the message the sener is tr!ing to =ass: 6hich inclues the

=ossibilit! of recei/er misinter=reting the message or missing the ke! =oints of the message

Surf Excel Quick Wash 500gm 6as tr!ing to =ass on8

2u(er rea&iness stages

Bu!erDs reainess =rocess is the =rocess of making the a6are of nee of the =rouct an mo/ing the

bu!er to the =oint of =urchasing from there8 #here are se/eral stages of bu!er reainess =rocess8

Surf Excel Quick Wash 500gm starte making their =otential customers a6are of the =roucts b! airing

#F commercials that sho6e tough steins on clothes are being remo/e b! Surf Excel Quick Wash

500gm8 /er the !ears: Surf Excel Quick Wash 500gm commercials on #F an =rint Meias ha/e

become common8 After making =eo=le a6are 6ith the commercials: the! ten to =ursue kno6lege

about the =rouctH 6here it is a/ailable: ho6 is it =rice etc8 Small sachets are a/ailable in the market

for trails8 So after the trial: if the customer fins it satisfactor!: he takes a liking on the =rouct8

#hrough trial: the customer gets to com=are the =rouct to the other existing com=etitors in the market:

like Ariel: #ie etc8 an the customer buils a =reference 6hen he fins Surf Excel su=erior com=are

to its com=etitors8 -n this 6a! the customer buils a con/iction to6ars the =rouct an =urchases Surf

Excel for regular launr! =ur=oses8

A*A )once+t



A-<A is an acron!m use in marketing 6hich stans for attention: interest: esire an actionH it hel=s

marketing managers buil communication =rocess an ho6 to better communicate 6ith the customers

to res=on to their interests: nees an esires8

• A stans for attention or a6areness8 -t refers to the abilit! to again the attention of the

customers8 Surf Excel Quick Wash 500gm is regularl! feature in creati/e a/ertisements to

attract the attention of the customers8

• - here is for interest 6hich is generate in the customerDs min b! emonstrating the benefits8

Surf ExcelDs a/ertisements sho6 6hat chemical com=onents the! are using an ho6 the!

benefit the customers8 #his allo6s the customers to ecie for themsel/es ho6 it is ifferent

from the other existing etergents8

• < re=resents esire8 Surf Excel has eicate hotline ser/ice to listen to the customer

suggestions an 6hat more the customers 6ant from them8

• A refers to action: 6hich leas the customers to take action i8e8 =urchasing Surf Excel Quick

Wash 500gm

$hree A++eals 4se& for )reating Message )ontent

#he three main a==eals use in creating Surf ExcelDs Message Content are as follo6s

• o! #he a/ertisements associate 6ith the Surf Excel Quick Wash 500gm sho6s the en user

being com=letel! satisfie 6ith the results as 6ell as =ro3ecte 3o!ful beha/ior to6ars the

=rouct8 #his creates a =ositi/e nuge b! the message content of the as8

• #rust Each a/ertisement relati/e to the Surf Excel Quick Wash 500gm =ro3ects a trustful

image of the =rouct8 #he a/ertisements feature househol use an =ortra! com=lete trust b!

the en user >the home maker@8 #he tactical use of kis in the a/ertisements ri/es a

=s!chological message into the consumers that the bran is trust$6orth!8

• Sur=rise When the ne6 Surf Excel Quick Wash 500mg 6as introuce: the a in/ol/e a ne6

consumer using it for the first time an being com=letel! sur=rise b! the su=erior results of the

=rouct8 #his ro/e ne6er consumers to bu! an tr! the =rouct8



$hree Message Structures

Most a/ertising featuring Surf Excel =roucts has common com=onents 6ithin the message incluing"

• #he A==eal #his refers to the unerl!ing iea that ca=tures the attention of a message recei/er8

A==eals can fall into such categories as emotional: fearful: humorous: an sexual8 #he most

em=hasis that Surf Excel Quick Wash as =ut on is the brighter sies of emotions8 #hings like

the 6ife being satisfie 6ith using the =rouct an kis being 3o!ful an con/e! humorous an

aorable messages that ri/e u= the =ositi/e a==eal of the =roucts in ifferent househols8

• Falue Pro=osition #he a/ertising message often contains a reason for customers to be

intereste in the =rouct: 6hich often means the a 6ill em=hasi2e the benefits obtaine fromusing the =rouct8 #he as that features the sai Surf Excel Quick Wash =rouct manages to =ut

out the benefits of using this =rouct an is=la!s brighter clothes from using the =rouct:

ha==! mothersLkis8

• Slogan #o hel= =osition the =rouct in a customerDs min an istinguish it from com=etitorsD

offerings: a/ertisements contain a 6or or =hrase that is re=eate across se/eral ifferent

messages an ifferent meia outlets8 #he slogan use b! Surf Excel Quick Wash across most

of its =roucts is <irt -s 7oo 6hich =ortra!s the goo things that can ha==en because of irt8

#he Surf Excel Quick Wash 500gm a features a bo! fining his granfatherDs shoes an

=olishing it to make him ha==!: e/en if it meant getting his clothes irt!8

Selecting the message source

#he most common source of Surf Excel =roucts is as follo6s"

•

A real customer Most Surf Excel as feature a =ortra!al of a real customer: ma! it be ahouse6ife: or a grou= of =eo=le in a launr!8 #his allo6s the real customers to be able to relate

to the use of the =rouct an the character in the a as 6ell8



• An ex=ert Some as feature an ex=ert ex=laining the technolog!L=rouct benefits of using

Surf Excel =roucts8 #his allo6s the consumers to get informati/e insight on the =rouct an

6hat the! 6ill be =a!ing for an 6hat to ex=ect out of that sai =rouct8

• #he firmDs em=lo!ees #here are Surf Excel as that sho6 /olunteers from the com=an! oing

=ublic com=arison tests to sho6 the su=eriorit! of Surf Excel =roucts com=are to generic

local brans8 #his sho6s an =ro/es that the =rouct offers su=erior 4ualit! in terms of use8

$%o +romotional mix strategies

#he t6o most =rominent =romotional mix strategies use b! Surf Excel are as follo6s"

• A/ertising A/ertising has al6a!s been the =rimar! =romotional strateg! for e/er! Surf

Excel =rouct8 Starting from its earl! a!s: Surf Excel has aire numerable a/ertisements of

ifferent sorts on /ariable meia: tele/ision: ne6s=a=ers: an lifest!le maga2ines being the

most =rominent8

• Sales =romotions Surf Excel has one ifferent kins of sales =romotional acti/ities to

=romote its ne6l! introuce =roucts8 When the Surf Excel Quick Wash 500mg first came out:

the! 6ere feature in trae$sho6s in fairs an sam=les 6ere offere for a limite time8

Promotional 2u&get

#he =romotional buget of Surf ExcelDs marketing e=artment is confiential an the authorities

ecline to share this sensiti/e information8

>umber of *nterme&iaries

Marketing intermeiaries refers to =h!sical istributors: re$sellers: marketing ser/ices an financial

milemen of a =rouct or ser/ice8 <e=ening u=on the nature of =rouct: com=anies nee to choose



the most =rofitable number of intermeiaries at each channel le/el8 #here are three strategies that

com=anies can choose from: as ex=laine belo6"

%8 Exclusi/e <istribution means se/erel! limiting the number of intermeiaries8 #his is not

a==ro=riate for fast$mo/ing$consumer$goos like Surf Excel Quick Wash8

*8 Selecti/e <istribution relies on more than a fe6 but less than all of the intermeiaries 6illing

to carr! a =articular =rouct8 #his strateg! can be sai to be a==ro=riate for Surf Excel Quick

Wash 500gm: as it is monthl! =ack for a househol: an not something that househols nee to

bu! e/er! a!8

&8 -ntensi/e <istribution ere: the manufacturer =laces the goos an ser/ice in as man! outlets

as =ossible8 Surf Excel Quick Wash sachet =acks can be seen to be follo6ing this istribution

strateg!8

)hannel Po%er

Channel Po6er refers to the influence one =art! 6ithin a channel of istribution has o/er other channel

members: 6hich ma! allo6 those 6ith =o6er to make emans of others8

A istribution channel use b! a business to eli/er! its =rouct to market is t!=icall! com=ose of anumber of =arties $ often 6ith iffering egrees of channel =o6er $ that each a /alue to the =rouct

b! bringing it closer to =otential consumers8 #here are 5 channel =o6ers that a manufacturer ma! ha/e:

as ex=laine belo6"

• Coerci/e Po6er ere: the manufacturer threatens to 6ithra6 a resource or terminate a

relationshi= if intermeiaries fail to coo=erate8 #he manufacturer of Surf Excel Quick Wash:

9nile/er: oes not exercise coerci/e =o6er u=on the intermeiaries as it leas to conflict an

ma! =ro/oke intermeiaries to organi2e counter/ailing =o6er8

• Re6ar Po6er #his in/ol/es offering intermeiaries extra benefits for =erforming s=ecific

acts or functions8 9nile/er can be sai to ra6ing u=on this kin of =o6er since it offers

s=ecial trae iscounts to istributors an 6holesalers8



• ;egitimate Po6er ere: the manufacturer re4uests a beha/ior that is 6arrante uner the

contract8 9nile/er cannot exercise this =o6er: as it oes not ha/e an! contract to o so8

• Ex=ert Po6er -n this channel =o6er: manufacturers ha/e s=eciali2e kno6lege that

intermeiaries /alue8 #he manufacturer of Surf Excel Quick Wash: 9nile/er: has extensi/e

research an e/elo=ment centers: 6hich in return enables the manufacturer to exercise ex=ert

=o6er8

• Referent Po6er #his in/ol/es a highl! res=ecte manufacturer: 6ith 6hom intermeiaries are

=rou to be associate 6ith8 9nile/er has high re=utation in Banglaesh: an bran image is

associate 6ith su=erior 4ualit!8 #his allo6s 9nile/er to exercise referent =o6er o/er its

intermeiaries8



)ha+ter ,5

A/ertising is efine as an! form of non$=ersonal =resentation an =romotion of ieas: goos or

ser/ices that has an ientifie s=onsor8 #hrough Surf ExcelDs carefull! esigne a/ertising cam=aigns:

9nile/er accom=lishes to carr! out informati#e( persuasi#e an reminder a/ertisements all at once: as

escribe belo6"

• -nformati/e $ A/ertisements relate to Surf ExcelDs “Daag +halo” >stains are goo@ cam=aign

manage to inform consumers about ho6 the acti/e molecules in the etergent 6ork to achie/e

/arious esirable results8

• Persuasi/e $ #he highlighting of the su=eriorit! of their =rouct buils the bran image an also

encourages more consumers to use their =rouct8

• Reminer $ #he general =remise of the a/ertisement: sa!ing that chilren are =rone to staining

their clothes but it is onl! a =art of the gro6th an learning: remins consumers to al6a!s ha/e

some at their home if the! 6ant their clothes to be stain free an clean8 Also: since the =rouct

has been in the market for a long time: the a/ertisements also remin consumers of their

=resence in the market8

9nile/erDs message about Surf Excel is all about targeting mothers or homemakers 6ho are in charge

of oing launr!: es=eciall! that of the househol chilren8 #he! integrate staining as =art of the

learning =rocess of a chil an encourage consumers not to fret o/er them as Surf Excel =ro/ies a full$

flege solution remo/ing multi=le t!=es of stains8 #he tones are /er! =ositi/e an formal as eucate

mothers an homemakers are targete: since it is a =remium 6ashing =o6er8



Message Execution St(les

#he intene message is execute using one of the follo6ing , a==roaches: an the ones 9nile/er uses

for Surf Excel are outline"

• "lice of Life: #he =rouct is sho6n as being a regularl! use =rouct in the usual a!$to$a!

acti/it! of the consumer8 Surf Excel sho6s its =rouct being use for launr!: 6hich is a regular

ail! chore8

• Lifestyle: #he =rouct is is=la!e as com=liant 6ith a certain kin of lifest!le =eo=le choose8

(or instance: Surf Excel is best for mothers 6ith s=ort! or curious chilren: or for those lo6 on

time: looking for a 4uick solution to 6ashing nees8

• Fantasy: A fantas! is create surrouning the =rouct or the use of the =rouct8 #his is not use

for Surf Excel: as it 6oul e/iate from its image of =racticalit! in terms of use an benefits8• ,ood or $mage: A certain image of the =rouct or ser/ice is create aroun the =rouct to

trigger relati/e res=onse from consumers8 Surf Excel uses it to a limite extent as it targets to

create the image of an all in one solution to 6ashing =o6er nees8 Also: in the “Daag thee

darun ichu” >something 6onerful from stain@ cam=aign: the! a==eal to the famil! emotions

of the consumers b! exem=lif!ing the brother$sister relationshi= an the bon it creates after the

brother ruins his shirt to make his sister ha==!8

• ,usical: #his execution uses songs an 3ingles 6hile making =eo=le or cartoons ance to the

music8 Surf Excel oes not em=lo! this st!le: as it oes not su==ort their =rouct st!le8• &ersonality sym*ol: #he =rouct creates a real or fictional =ersona re=resenting the =rouct8

Surf Excel oes not use this: as the! ha/e no nee for this st!le of execution8

• Technical e)pertise: #his execution sho6s the com=an!Ds reliabilit! through is=la!ing their

ex=ertise in manufacturing the =rouct8 9nile/er oes not a==l! this for Surf Excel: as it 6oul

com=licate the a/ertisements for their target auience8

• "cientific e#idence: #his execution highlights 6h! the bran is better or more successful than

the com=etitors8 Surf Excel uses this to some extent b! mentioning their blue an re molecule

action 6hich makes it sufficient to o the 6orks of both a 6ashing =o6er an li4ui blue8• Testimonial e#idence and endorsement: #his em=lo!s testimonies from regular users or

celebrit! figures to reinforce the =o=ularit! of the =rouct8 9nile/er oes not em=lo! this in

Surf ExcelDs case: as the! ten to =romote it as a bran 6ith a stor! rather than a generic:

enorse bran8



3each7 :re@uenc( an& *m+act f A&'ertising Me&ia

9nile/er goes for high reach an fre4uenc! through the raio an tele/ision meia8 #he! also a/ertise

in ne6s=a=ers an maga2ines to achie/e high reach8 #o ensure high im=act: tele/ision an raio as are

run mostl! uring the afternoon an e/ening times an aroun cooking or home im=ro/ement sho6s to

ensure effecti/e targeting8 Print as are also usuall! =ut in lifest!le section of ne6s=a=ers an home

maga2ines to secure high im=act an engage consumers8

Sales Promotion $ools

Surf Excel also fre4uentl! em=lo!s short$term sales =romotion cam=aigns to enhance the bran image

an boost sales8 Sam=ling is haning tester =acks to consumers for free: but Surf Excel has not one

this in long as mostl! ne6 =roucts o this8 Cou=ons: cash rebates an =remiums are also =o=ular sales

=romotion meia the! =refer not to use8 #he! o: ho6e/er: fre4uentl! offer =rice =acks at su=ermarket

chains 6here the! =ro/ie iscounts if t6o =acks of Surf Excel are bought together8 #he! sometimes

gi/e =romotional =roucts in the form of bathroom mugs to consumers for free to encourage sales8

Recentl!: the! ha/e taken u= a t!=e of =oint$of$=urchase =romotion cam=aign 6here the! emonstrate

the use an high 4ualit! of the =rouct b! staining =ieces of cloths 6ith /arious tough stains an using

Surf Excel Quick Wash to clean them 4uickl! an effecti/el!8 Another recent cam=aign 6as a short

stor! contest title “Daag Thee Darun olpo” >Wonerful Stories from Stains@: 6here consumerssent in short stories about their chilren an relate to stain8 #hree luck! 6inners 6on tickets to /isit

<isne!lan in ong ?ong: 6hile others 6on tablets: 6ashing machines an !earDs su==l! of Surf Excel

Quick Wash 500gm8

Public 3elation $ools

Public relations >PR@ are ma3or mass$=romotion tools for an organi2ation8 -t is the =ractice of managing

the flo6 of information bet6een an organi2ation an its =ublics to buil ra==ort 6ith em=lo!ees:

customers: in/estors: /oters: or the general =ublic8 9nile/er s=ens a significant amount in s=onsoring

e/ents8 Surf Excel recentl! s=onsore an art com=etition an exhibition featuring art6ork b! autistic

chilren: title “%merged from nno/n V$”8 #he exhibition 6as organi2e in =artnershi= 6ith A1S:

to raise a6areness about autism an 6as =art of the =ublic relations of Surf Excel8 #his is one of the

6a!s that Surf Excel uses =ublic relation tools to influence their target grou=s an buil the cor=orate



image of their bran8 #he! also achie/e this b! s=onsoring school s=orts e/ents an b! =ublishing

leaflets to =romote their bran an e/ents8

Another exam=le of their PR cam=aign inclues 0"urf %)cel Dehao &roti*ha ,uhoshey ,uhoshey”

in *0%0: 6here a mask exhibition 6ith '00T masks 6as hel in otel Sheraton 6ith the aim to in/ol/e

school$going chilren of <haka 6ith the Bengali traition of mask making8 #he masks 6ere mae b!

chilren all of 6hom recei/e training from the stuents of (acult! of (ine Arts: 9ni/ersit! of <haka8



)onclusion

#he =eo=le of Banglaesh are increasingl! =lacing im=ortance u=on im=ro/e an a/ance features

from an! cleaning solutionH 6here =re/iousl!: a sim=le 6hitening etergent =o6er 6oul ha/e

elighte the customers: no6aa!s consumers o=t more for better han care: better fabric care:

en/ironmentall! substantial =rouct an ob/iousl! all these at an afforable range8

#he marketing =rofile of Surf Excel Quick Wash 500gm inicates that it has successfull!

ackno6lege the changing consumers nees an emans in Banglaesh: as reflecte b! its

significant market share an =rofitabilit!8 #he SB9 has: kee=ing a =erfect balance of =rouct benefits

an attracti/e marketing communication: been able to =osition an 3ustif! its =remium =rice in the

consumersD mins8 o6e/er: lack of =rouct /ariations uner the =rouct name Surf Excel inBanglaesh inicates that the manufacturing com=an! >i8e8 9nile/er@ oes not still fin enough

=otential in the market for further extensions: as it has one in the neighboring countries like -nia an

Pakistan8



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Marketing Profile of Surf Excel Quick Wash 500gm

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Transcript of Marketing Profile of Surf Excel Quick Wash 500gm