THE BEST PRODUCT PROMOTION CAMPAIGNS BY 2 COMPANIES WHICH

WERE SUCCESS STORIES

A Presentation

Group Members• Hina Thobani

• Sana Ghulam Ali

• Syed Anser Ahmed

• Syed Muhammad Imran

STRATEGIC MANAGEMENT DR. MUSTAGHIS-UR-REHMAN

SZABISTFALL 2009

“A market is never saturated with a good product, but it is very quickly saturated with a bad one.” ~ Henry

Ford  

The following two companies and their brands were selected:

1. Unilever and Surf Excel2. Engro Foods and Olper's

The reasons for selection:

1. Two of the most visible brands today2. Two of the most robust and successful

companies

Introduction

1. Analyzing the brand awareness and usage of Surf Excel and Olper's.

2. Analyzing the point of differentiation created by the two products and how much successful they are in communicating these differentiations to the target market.

3. Checking the judgments and associations consumers have developed with the brands.

4. Checking the customer’s ultimate loyalty with these brands.

5. Suggesting recommendations for improvements.

Research Objectives

In our project we have used a descriptive research technique, to find out the consumer’s evaluation of the attributes of these brands

Research Technique

Questionnaires were used as a research tool. Both close ended and open-ended questions are included in the questionnaires to find out the detailed view of the respondents on the purpose under research.

Research Tool

Overall survey consisted of 40 questionnaires.

Research Methodology

Lever Brothers Pakistan Limited is the largest Consumer Products Company in Pakistan

LBPL was incorporated in Pakistan in 1948 Dalda Banaspati was the first product to

come out of the company followed by Lux toilet soap in 1954.

BACKGROUND: UNILEVER AND SURF EXCEL

At present they market a host of household products named under the following product groups

HOME & PERSONAL CARE SPREAD & COOKING PRODUCTS CATEGORY BEVERAGES ICE CREAM

BACKGROUND: UNILEVER AND SURF EXCEL - What they do

Surf Excel was launched back in 1995 Surf Excel is a laundry detergent which has

been met with persistent success and growth. Product Inception: Customer wants a

premium quality washing powder with something extra in it

Super Active Surf and Ultra Surf which were losing the market share at that time were merged in one single brand called

Surf Excel

BACKGROUND: UNILEVER AND SURF EXCEL

Question 1: Which brand of washing detergent do you use for washing clothes?

DATA COLLECTION AND SURVEY: SURF EXCEL

Question 2: If Surf Excel, then for how long have you been using this brand?

DATA COLLECTION AND SURVEY: SURF EXCEL

Question 3: Why do you use Surf Excel?

DATA COLLECTION AND SURVEY: SURF EXCEL

Question 4: Rank the promotions of Surf Excel on a scale of 1 to5 in comparison with its competitors

DATA COLLECTION AND SURVEY: SURF EXCEL

Question 5: On which of the following mediums have you seen the promotions of Surf Excel?

DATA COLLECTION AND SURVEY: SURF EXCEL

Question 6: Surf Excel has created more brand awareness as compared to other detergents because of its idea ‘Dirt is good’?

DATA COLLECTION AND SURVEY: SURF EXCEL

Analysis of Promotional Strategy◦ Brand Repositioning◦ Brand drilling (Surf Excel Hai Na)◦ Targeting Children◦ Surf Excel’s Painting Campaign◦ Agar Kuch Karne Se Acha Hota Hai To Daag

To Achay Hain Na◦ Contributing to the Society

DATA ANALYSIS AND PRESENTATION: SURF EXCEL

Engro Foods (Pvt.) Limited (EFL) is a subsidiary of Engro Group

One of the most reputed enterprises in Pakistan with more than 40 years of diversified business operations in the areas of fertilizer and chemicals.

Engro Foods has entered the Food business through milk processing and sale

The plant has been established at a cost of Rs. 1 billion which provides direct employment to 750 people.

BACKGROUND: ENGRO FOODS AND Olper's

BACKGROUND: ENGRO FOODS AND Olper's -What they do

Question 1: Which milk is preferred at your home?

DATA COLLECTION AND SURVEY: Olper's

Question 2: If processed milk, which brand do you use?

DATA COLLECTION AND SURVEY: Olper's

Question 3: If Olper's, which brand were you using before the launch of the product?

DATA COLLECTION AND SURVEY: Olper's

Question 4: What do you like most about Olper's?

DATA COLLECTION AND SURVEY: Olper's

Question 5: Rank the promotions of Olper's on a scale of 1 to 5 in comparison with its competitors

DATA COLLECTION AND SURVEY: Olper's

Question 6: On which of the following mediums have you seen the promotion of Olper's?

DATA COLLECTION AND SURVEY: Olper's

Analysis of Promotional Strategy◦ Positioning◦ Unique Selling Propositions (Jo dil khol kay

jeetay hain unheen kay liyay hai Olper’s.)◦ Olper's (All Purpose Milk)◦ The Product Packaging◦ Olper's is Everywhere◦ Image Building◦ Ramazan Commercials

DATA ANALYSIS AND PRESENTATION: Olper's

Surf Excel well positioned in the minds of the consumers due to effective marketing strategies

Positive Brand Image Considerable brand loyalty Company well poised with excellent

reputation and strong brand following across society

INTERPRETATION AND RESULTS

Olper’s came and it conquered Exploited a need and filled the gap with an

excellent product offering Excellent marketing genius has led to strong

brand positioning and recognition across the board

INTERPRETATION AND RESULTS

Fifty per cent of the population still uses laundry soap to wash their clothes which comprises mainly the low income group. Unilever has 40pc of the market for detergent powder (Surf Excel). A switch from laundry soap to detergent powder will be hugely beneficial to Surf Excel and ultimately for Unilever.

As there is a huge gap between the processed and unprocessed milk consumption, Olper’s should struggle to penetrate in rural areas in order to gain more market share.

CONCLUSIONS AND RECOMMENDATIONS

We will also suggest that on regular basis the experts will do study of market within 3 months so as to discover any rapid change in demand or behavior of the consumer because we have to get on with it as and when a change is required to be successful in the market.

Profitable growth will be sustained through focused brand building, innovation and superior management of the supply chain to achieve cost competitiveness. This will enable the business to expand its share of consumer spending despite the increasing level of competition.

CONCLUSIONS AND RECOMMENDATIONS

Dr. Mustaghis, for his support and guidance Group Members’ overall hard work and

contribution for the success of this project

Acknowledgements

Thank You for Your Time!