27th February 2015
MKT 465 Brand Management
Surf excel brand positioning and brand response
Surf
Excel, launched in 1948 under the brand
name ‘Surf’ in Pakistan & in 1959 launched
in India as a first detergent powder. Initially,
the brand was positioned on the clean proposition of “washes
whitest”. However, with the emergence of numerous local detergent manufacturers
and the entry of other global brands, Surf Excel underwent various changes in
its Brand Communication. This is in line with the global communication platform
of Dirt Is Good, which is a communication strategy of Unilever for
its premium detergent products, sold under various brand names; such as Omo in Brazil, Persil in UK and Skip in France, Greece, Spain and Portugal.
Products:
1.
Surf excel liquid detergent
2.
Surf excel easy wash
3.
Surf excel easy wash
4.
Surf excel matic top load
5.
Surf excel front top load
6.
Surf excel bar.
Target market:Surf excel are
targeting mass market consumer, convenience and affordability. Targeting upward
mobility group with increase in disposals income Middle class and higher class people. Basically
woman. But surf excel making its position strong by relating children’s
creativity.
Brand positioning is an attempt to create and maintain a
unique representation of the brand in customer's mind, a representation that is
expected to stimulate choice of that brand Positioning, in fact, refers to how
customers think about different brands in a market. Through brand positioning a
company attempts to build a sustainable competitive advantage on product
attributes in the consumer's mind. In that case surf excel has strong brand
positioning that every person in south Asian sub continental country specially
Bangladesh, India , Pakistan know the brand and highly excepted. Nevertheless,
developing a successful positioning strategy is not easy. Positioning products
in a complex market can be one of a company's most difficult decisions. From
the very beginning surf excel are maintaining strong relationship with the
consumers and the marketers to hold the created brand position.
In the three levels of
positioning, surf excel followed Positioning by creating Values and Beliefs. Because
they came up with that idea that children more discover their self by exploring
more. Dirt cannot be a barrier. Surf Excel believes that dirt is good; it is an essential part of a
child’s development. It’s how children learn, express their creativity, and
even bolster their immune system. Children
are so involved in what they do that without noticing they can get dirty in a
matter of minutes. However, Surf excel realizes that this should not stop them
from trying to explore the world around them.
In the three levels of positioning, surf excel followed Positioning by creating Values and Beliefs. Because they came up with that idea that children more discover their self by exploring more. Dirt cannot be a barrier.Surf Excel believes that dirt is good; it is an essential part of a child’s development. It’s how children learn,express their creativity, and even bolster their immune system.
Children are so involved in what they do that without noticing they can get dirty in a matter of minutes. However, Surf excel realizesthat this should not stop them from trying to explore the world around them. The all new Surf Excel has the power of lemon, liquid blue and soap barhat helps in removing multiple stains with just 1 product.
Surf excel is the highest selling premium washing powder in Bangladesh. Over the last twenty years it has anticipated the changing washing needs of the Bangladeshi homemaker andconstantly upgraded itself.Surf excel is a champion of unleashing human potential.Consequently, it believes that children learn best when left to discover things on their own. For any consequential stains
there is Surf excel, which now has
the ability toremove multiple stains.
In Bangladesh recently they ran few campaign, those got
very high response from the society. The most recent one was বর্ণমেলা.
It was held in 21 feb. children were invited there to write bangla alphabet
with colors and describing the thoughts toward bangle language.
Another campaign was “Emerged From Unknown VI" where they gave chances autistic children to draw their imagination. The pictures were showed off in drik gallery.
Surf excel created a significant value in peoples regular life. They related the product and the brand with the easy lifestyle. That’s why whenever it comes about detergent name, the first name comes is “surf excel” .surf excel is leading the detergent market from a many years. The price is high, still people buy the product because they have created the faith of providing best quality. Surf excel focused on the emotional part “children” and they are successfulbecause every parents wants to watch their children as a creative person. No parents compromise children matter.
They have created strong brand salience by the advertisement and campaign. Much appreciation goes to their strong Imc tools that made the company positioning stronger. They focused on the benefits of the product andconsumer related it with their own life. Every time they come up with something new that holds the salience and the position. It has a huge market share in the existing market. The competitors are trying their best to make down the market share of surf excel but its not possible to do so.
Pop: attractive packaging,
quality,
good
fragrance,
brightness,
effective on removing strong stains.
Pod: super high technology to wash cloth
in washing machine, with no harm of the cloths.
When it comes about the brand priority
and acceptance, surf excel is in the highest position. Their high quality
product and proper IMC tools maintaining a continuous success in the Detergent
market. The brand main mantra is ‘ Dirt is good” with this mantra they were
highly accepted and connected with people. The brand response is very high. Surf
excel has the highest brand response. Quality and credibility made surf excel
as a “Brand”. Emotional attachment with consumer through advertising and campaign helps Surf excel to hold their consumer..jpg)
References:
1.
Punjabi9211. (2008, jan 20). In focus: Surf
excel Ad.
3.
Surf excel products.
(n.d). retrieved from http://www.surfexcel.pk/
4.
Surf excel campaign.
(n.d). retrieved from https://www.facebook.com/SurfExcelBD
