Create competencies to match opportunities surf excel brand consolidation strategy - change from rational appeal to emotional appeal marketing messages eg sasti cheez or achchi cheez me farak hota hai to daag dhoondthe reh jaaonge to daag acche hain ariel - introduced variants for consumers at lower prices - new product offerings like. The pricing strategy of surf excel is such that it projects itself as a premium brand and thus is priced at a price on the higher side of the market thus it is losing some of its market share to the low cost competitive products like tide from p&g which is actively involved in promoting its product. Foreg surf excel is positioned as stain remover ' surf excel hena' an effective positioning strategy for a product or brand may focus on specific.
S triving for value growth, hll is now reworking the surf excel strategy by moving away from positioning the brand on functional benefits, to building an emotional connect sales volume: sales volume the company has already increased the price of its 20 gm surf excel sachets from rs 150 to rs 2 last month. Unilever is the classic proponent of the multi-brand strategy: from surf and dove and lipton and lux and ponds to variants like surf excel and lipton yellow label and lux supreme and ponds. This strategy helped they to reach more customers • initial positioning surf excel was initially positioned as a detergent that „washes whitest. A product line extension is the use of an established product brand name for a new item in the same product category line extensions occur when a company introduces additional items in the same product category under the same brand name such as new flavors, forms, colors, added ingredients, package sizes.
Search and upload all types of positioning primer projects for mba's on managementparadisecom unilever bangladesh surf excel and rexona brand positioning. About the brand surf excel, launched in 1960, is one of the oldest detergent powders in pakistan which is a communication strategy of unilever for its premium. The premium detergent brand has released its fourth campaign in the fifth year of the daag achche hai positioning surf excel: dirty like a dog by surf excel's 'daag achche hai' campaign. It can be show as simply way surf excel blue is now surf excel easy wash competitor brand ie ariel has been taken a right time brand strategy (1). Brand strategy decisions include: excitement surrounding a brand brand positioning surf ultra, surf excel, surf excel matic, international surf excel.
Striving for value growth, hll is now reworking the surf excel strategy by moving away from positioning the brand on functional benefits, to building an emotional connect sales volume the company has already increased the price of its 20 gm surf excel sachets from rs 150 to rs 2 last month. Surf excel - daag ache hainthe brand was one of the oldest detergent powder in india launched in 1959surf excel marketing strategy initially was focused towards positioning itself as a brand which gives value for money. Brand positioning and marketing of surf excel in india targeting and positioning strategy of tata nano and recommendations for the company are given.
Final marketing strategy surf excel - free download as powerpoint presentation (ppt), pdf file (pdf), text file (txt) or view presentation slides online. Price the pricing strategy for surf excel has always been in accordance with its competitors a change in pricing strategy for hul's surf excel brand, which dominates the 5000 crore detergent powder market,seems to be on the cards the fmcg major conceded that its price reduction strategy has not yielded any value gains for the brand and had. Here is an illustration of what could be used by an online merchant of surf gear seeking to find additional potential customers: positioning involves implementing our targeting for example, apple computer has chosen to position itself as a maker of user-friendly computers.
Brand positioning strategies surf excel is positioned as stain remover ' surf excel hena' an effective positioning strategy for a product or brand may. Surf excel will keep continuing its advertising campaign dirt is good and educate parents through new attractive commercials to support the positioning strategy media advertisement budget is approximately rs 40, 000,000 in 2012, which was rs27,939,217 in 2009. 41 indian brands - positioning - the surf housewife (surf excel hai na) and off course lalita this is based on two types of positioning strategy: a.
Surf excel is the oldest detergent brand to be present in pakistan since 1960 it might sound strange for a leading laundry brand like surf excel to say that dirt is good, but healthy activities. Surf excel has been released campaign in order to generate awareness about new packaging & change the brand name ie surf excel blue is not surf excel easy wash the ad film is shown that mother is saying to her son to bring same to same pack ie mother is showing surf excel blue pack to son. In year 2013, surf occupied 32% market share and it was greater than that of its biggest competitor ariel (wwwsurfcouk) (mitchell, 2009) evolution of current marketing strategy: growth: since its commencement in 1954 in uk, surf has been growing in such a pace that it has attained its brand image in the local and regional market.
Client: unilever brand: surf excel executive director homecare: priya nair director brand innovation: sandeep tanwani senior brand manager: nikita kohli film. Brand dossier - 'surf excel' surf excel marketing strategy initially was focused towards positioning itself as a brand which gives value for money in one of the. The paper looks at the depiction of the positioning of detergents using visual tools such as radar charts and perceptual maps the paper goes on to explain the formulation of a positioning strategy for a detergent brand based on its attributes versus the competition's. Dove marketing strategy :- by rahul sipany (pm1405025) fair & lovely (11), rin (12), surf excel (13), lux (14 this factor forms the base for any marketing.