SUPERIORUNIVERSITY LAHORE

SESSION:2019-2022

SUBMITTED TO: MUHAMMAD ISMAIL

SUBMITTED BY: AHMED BUTT

ROLL NO: MBPW-S19-004

PROGRAM: MBA (3.5 Years)

Unilever International History:

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Sunlight soap idea has been written down by William Hesketh lever bros in 1890’s.
This idea has been completely successful for Unilever brothers. The popular name in
the world of FMCG is Unilever brother in the market due to his idea. It’s new product
for use cleaning and hygiene in Victorian England. Its product did very helpful for
woman. It does provide for individual pleasant appearance, after the use of this soap
feel very pleasant and gratifying for the customer. Unilever brother’s now has been
spent three centuries, Unilever brothers have been successfully and up and down in
the past. Unilever brothers introduces in the world of fast moving consumer goods
new innovations and use advance technology for the valuable customer. Unilever
brother’s mission is to improve the health of every individual. Our all products are
fulfilling the needs of people. Our products are providing the easy life for everyone.
Unilever products are using for cleaning of your homes and our food products are
provide nutrition for you also your clothes. Now a day, Unilever provide the long
range of the products for the people. Unilever are doing the business for our
valuable partners, working force, customers, society and the betterment for the
community. Unilever brother’s support and believe the social work.

Unilever Pakistan History:

Unilever Pakistan plays an important role in the

world of FMCG. In Pakistan number of users of
Unilever Pakistan limited. Since 1952, Unilever
Pakistan started its operation in the town of Rahim
Yar khan. 52 years ago Unilever Pakistan started a
plant of vegetable oil. It’s started a first
manufacturing plant. Unilever Pakistan brands are
more famous and also fulfill the customer needs and
wants. Some unforgettable brands of Unilever are Lifebuoy, Lux, Surf and Walls. Now
a day, in Pakistan Unilever brothers thinking is very enormous also contribution of
country economy. Thousand of employees are doing work in Unilever Pakistan. In
this era, Unilever Pakistan have been operating four different sites in this region. In
Pakistan Unilever Pakistan largest tax payer Number of mangers and workers are
attach with Unilever Pakistan. Employees are more enthausiatic trained and
motivational level is higher. Unilever Pakistan has targeted all Pakistani people from
different product line. Rahim Yar khan site have been shifted to Karachi in the sixty’s.
Because the hub of working force and more villages in Rahim Yar khan. In Pakistan
most of the brands of unilever are more usage Pakistani people.

Surf Excel:
Surf Excel is the oldest cleaning product available in
Pakistan since 1960. Surf Excel is a growing Unilever
product as it has a large market. Surf Excel has a huge

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market share with respect to other. In the market Surf Excel 50 grams has a large
market while the demand for Surf Excel 500 grams is less than 50 grams of Surf Excel.
It may sound strange for a leading washing product like Surf Excel to say that
pollution is good but healthy activities that involve pollution are important for
development. This is because when children go out to play dirty, they do not just
pick up stains. They gain life by making friends share and learn from each other. This
helps them to be strong and fit for the outside world. To educate housewives house
to house activities is organized in Pakistan.

Target Market:

Mainly housewives are the target market of Surf Excel

but on other hand Surf Excel is not only targeting the
middle class category but also targeting the high class
category. Surf Excel is also looking at lower income
market as well as high income market also to increase
their consumers to increase their market share from
their competitors and earn more revenue from their
competitors.

Pricing:

The price is simply the cost and profit of the firm.

There are many competitors in the market. Their
products are very high quality .They usually charge
high prices. Management is therefore concerned
with a competitive price while selecting price and
new systems.

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Quantity price of Surf Excel:

 50 grams 10 RS
 115 grams 25 RS
 500 grams 114 RS
 1000 grams 210 RS
 2000 grams 440 RS
 4500 grams 895 RS

Advertisement:

If we analyze the ads that are broadcast on TV

or on the radio or in the printed media we will
see that most communication is done with
the help of children through the tagline that
is "Dirt is Good". The philosophy behind this
is that children are the best influencers for the
deciders . Children with this kind of speech
often try to influence their parents decisions.
Surf Excel will continue its campaign to
promote goodwill and educate parents on
attractive new ads.

Distributors:

The distributor works closely with the

manufacturer to sell more goods and get better

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visibility of the products. Distributors find retailers who re-sell their products. The
retailer works very closely with retailers to match their needs by buying products in
bulk at a discount The distributor performs some of the same functions as a
wholesaler but usually takes an active role. Distributors also take the initiative to
educate retailers about new products. What really helps explain the difference
between a wholesaler and a distributor is that the primary purpose of retailers is to
meet the needs of retailers. They are not responsible for the products being sold to
customers or whether the sellers will sell them all. The wholesaler only fulfills orders
from merchants and does not participate without satisfying the sellers' needs, on the
other hand, in addition to making orders available, it acts as a sales representative of
the manufacturer. The distributor takes orders from various market sources, executes
orders and manages profits. While the retailer is heavily involved in promoting the
company’s products the retailer is not the most.

DISTRIBUTION STRATEGIES:

Unilever use the given below channel of distribution.

Distribution Structure of Surf Excel in

Pakistan

Detergent Industry
National Sales
Distributors

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Regional Sales
Distributors
Common Distributor

Wholesalers

Retailers

Retailers

Final Consumers

Unilever use many distributors and retailers by which he can supply his product in
every market where the consumer can easily look for it. When a local distributor is
appointed, managers use their judgment to select someone with the ability to work
successfully. Currently the Surf Excel are focusing by the intensive manner.

Service Output of Surf Excel

The Bulk Breaking level is high in Surf Excel. The Surf Excel pack is also available in
small size with 50 grams in just 10 rupees by which people purchase the Excel in
larger quantity. The Spatial Convenience level is high because the end consumer can
easily access the product by the nearby market located near to their houses by which
their time does not waste.

Competitor

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Ariel:

Ariel has a strong distribution network that gives it an edge

over Surf Excel. Another important thing that Ariel does is
the kind of advertising where it gives the message that it
does not cater to any specific class but is a powder that
maybe used by all the classes. The ads that Ariel has these
days on air shows relatively lower class, giving the
impression that the price is affordable and is not an issue for
even the low income earners. Moreover, the product gets
high budget allocated to R & D department to bring about
innovations and offer consumers other than usual offerings.
Ariel is associating the brand with customer on the basis to
give them superior quality and makes the ground for customer to provide a theme
which cause to have happiness. Ariel’s target market is pretty much the same as that
of Surf Excel. Since it is largely a household product therefore, the ladies of Pakistan
who are very conscious about their family form an integral part of Ariel’s target
market.

Target Market:

 Ariel is a FMCG product required in every house

for the purpose of washing clothes. Ariel targets
itself in all sections of the society such as upper,
middle and lower class. All class of people need to
wash their clothes. Ariel has launched small sachet
for lowers section of people who cannot buy a
large packet. The major collection of Ariel is from
large cities. The major targets of Ariel are the ladies
of household who wishes to keep their clothes
clean and in good condition. In the process of targeting the specific group of
customer their needs and desires have to be identified. The size and capacity of the

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target customer have to be identified. The size of the target market have also to be
identified. All the segments of market have to be considered. Promotion have to be
made to increase the market share of the product. Large and premium products are
sold to the niche market area while the smaller and less expensive detergents and
bares are sold in the smaller segments.

Product:

Ariel is the premium quality of detergent mostly

popular for removing the stains from the clothes. The
detergent is suitable for use in washing machine and
also used for washing clothes manually. Aril has been
in demand in the market from a longer period of time.
The product does not have any bleaching action on
the clothes and does not spoil he colour of the clothes.
Ariel has introduced a lot of innovation in the product
like introducing fragrance and power bristles. Ariel has
been introduced in the bar and gel form to gain
competitive advantage over the similar brand in the
market.

Price:

The price of the Ariel is bit higher than the competitors as

Ariel delivers quality detergent. Ariel is known for making
clothes white in a single wash. The pricing strategy of Ariel is
in accordance with the premium range of detergents
available in the market. P&G has a separate team dedicated
in deciding the price of the product. The price of the
detergent is bit higher as compared to the competitors but
Ariel is dedicated tin providing the premium quality powder.
Ariel has become favourite product of the house wives as
children put a lot of stains. People are ready to pay higher price for the detergent as
it does not harm the quality of cloth. 

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Place:

 P&G introduced Ariel in UK market in 1967. The company has extended it market in
many companies in many countries like Japan, India, China, Peru and Brazil. The
incentives provided to the distributors are also very high in the company. In every
country there is a national centre from where products are distributed to the remote
areas. The company owns many warehouses from where the product is supplied
directly to the retail stores. The company has much association with the super stores
in the urban areas so that the store adopts the placement strategy. Ariel has started
its online store and is also available on leading sites on internet.

Promotion:

 Ariel has a very strong promotion

strategy to order to increase the market
share of the product. Ariel uses many
channels for promotion of the product.
Ariel employs the use of latest
technology in the making of the
detergent. It becomes essential for them
to promote their new innovation to
increase the brand awareness of the
product. Ariel adopts the strategy of mass marketing in order to market on a large
scale. Very attractive advertisement is made on the television and radio in order to
attract the new customer. The packaging of the product has to be made attractive in
order to increase the sale of the company. Ariel also advertise its detergent on the
internet. There are many campaigns launched by P&G to promote Ariel.

Distribution Structure of Ariel in Pakistan

Manufacturer

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Distributors State Wise

Wholesaler/Retailer/Distributors

Big Markets, Shops, Stores

Consumers

Surf Excel VS Ariel

Surf Excel Ariel

Surf Excel was launched in 1970 by Ariel was launched in 1991 by Procter &
Unilever in Pakistan. Gamble in Pakistan.
Surf Excel has 37% Market Share in Ariel has 21% Market share in Pakistan.
Pakistan.

Surf Excel prices is less than Ariel Ariel prices is high comparatively to Surf

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excel.
Launching Product extension. Product innovation.
Maintain Brand Loyalty. Increase Brand Loyalty.
Surf Excel invest so much on their Ariel invest less than Surf Excel on their
advertisement to promote their product advertisement to promote their product
for example “Daag acha ha” and many as compare to Surf Excel.
others advertisments.

Approaching the new Markets. Switching the new consumer from its
competitors in the present Market.

Define the medium your product is being sold?

As Surf Excel is an FMCG product It is sold in Super Stores, Mega Stores, Retail Shops
and it is sold Online also.

Segment Bulk Spatial Waiting Assortment/ Customer Information

braking convenienc time variety service provision
e
Retail Shop HIGH HIGH LOW HIGH
Online HIGH LOW MEDIUM HIGH
Megastore HIGH MEDIUM LOW HIGH

Superstore HIGH MEDIUM LOW HIGH

Service Output Table

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Interview Conducted

What type of channel used by the retailer?

In case of reward what type of rewards are provided?

Experts power?

Legitimate power?

THE END

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