Course: Principles of Marketing

Section: 08
Submission Date: 02/05/2021
Group: 6
Topic: Surf Excel Anti-Bacterial Smart Spray
Submitted To: Syed Imamuzzaman Asef
Members Name

Name ID
Masudur Rahman 2031000
Mst. Maliha Mostafa 2021743
Masiat Subah 2022303
Suraiya Juthi 2021414
Khalid Saifullah 2022006

1|Page
TABLE OF CONTENTS_____________________________________________

Acknowledgement……………………………………………………………………………….03

Executive Summary……………………………………………………………………………...04

Letter of Transmittal……………………………………………………………………………..05

Introduction………………………………………………………………………………………06

The 4Ps of product……………………………………………………………………………….07

Segmentation………………………………………………………………………………….....09

Target Market……………………………………………………………………………............11
New version of product………………………………………………………………………….12

Competitive review………………………………………………………………………………13

Conclusion……………………………………………………………………………………….15

References………………………………………………………………………………………..15

2|Page
Acknowledgement

Our respected faculty, Mr. Syed Imamuzzaman Sir Lecturer deserves our greatest gratitude for
guiding us throughout the report with numerous consultations, even during this difficult time of
the country due to the outbreak of Covid-19 around the globe. He happily welcomed all our
obstacles and confusions regarding this report and acted as a silent backbone of this report. We are
extremely thankful to our honorable faculty who took the interest on our report and supported us
till the end.

We would also like to expand our deepest gratitude to all those who have directly and indirectly
guided us in writing this assignment. Many people, especially our team members themselves, have
made valuable comments and suggestions on this report which gave us an inspiration to improve
our assignment by a large margin. We thank all the people for their help.

Thank You

3|Page
Executive Summary:
This is based on our research work on washing products. It has made us go to households and
interact to find out the consumer‘s buying behaviour. Our objectives were to find out what
are the main features consumers look in washing products while buying, brand loyalty towards a
particular brand, major reasons of switching from one brand to the other. To gather the data we
used the questionnaires method. We also provide five different types of washing products for
different users. Most of the people have chosen our new product. In the beginning Surf Excel
was facing competition from Ariel, the product of P&G. but very soon with the tagline “Dirt is
Good”, Surf Excel was successful in regaining its market leadership. It soon emerged back as the
dominant detergent of the country. The packaging is designed in such a manner that it should it is
able to create a Recall value among the prospective customers. It should stand out among its
competitors because majority of the purchases are impulsive buying’s. Price is decided as per the
economic situation and spending pattern of the target market. Our product Surf Excel Anti-
Bacterial Smart Spray is available in 3 different packages so that every income bracket can
purchase it. The product this year showed a robust growth and increased profit. This reflects
the strong brand equity of Surf Excel and market acceptance. Surf Excel‘s regeneration in
the market is a model of exemplary marketing strategy.

4|Page
LETTER OF TRANSMITTAL

Date: 2 May 2021

Mr. Syed Imamuzzaman

Lecturer

Department of Marketing

Independent University Bangladesh

Subject: - Submission on Surf excel Anti-Bacterial smart spray Marketing Plan

Dear Sir,

Greetings!

With due respect we like to present our report on Surf excel Anti-Bacterial smart spray marketing
plan according to your instructions.

In this marketing plan, we have explained our each and every topic very briefly and clearly. We
tried our level best to give all the necessary and relevant information regarding this. We believe
that, our report will help you to understand about our marketing plan.

Here we have given a clear description and necessary references regarding our product Surf excel
Anti-Bacterial smart spray. We have prepared this report very sincerely. We will be very happy to
answer any of your question and clarify it fully for your understandings.

Thank you very much for your co-operation and helping us significantly in preparing this report.

Sincerely Yours,

Team (Group-6)

5|Page
Introduction:

Bangladesh is a country of over 167.6 million people situated in the tropical regions of the Asian
subcontinent. High temperatures, humidity and rainfall rule over mostly in the weather scene of
the area. This weather, along with high levels of dust, coupled with the high-density population
makes day to day travel tough for individuals, along with increased difficulties to keep
surroundings clean. Living life through so many people and obstacles day in and day out can be
difficult on any individual, young, bachelor, working women, & old, not to mention through
puddles in the roads, dust in the streets and mud in the sidewalks. Even though the people
accepted this reality, one article of their daily lives battles such elements every day - the clothes.
Keeping these in mind, Unilever has made for the Indian, Pakistani and Bangladeshi market
“Surf excel anti-bacterial smart spray” solution to people's fabrics surf excel smart spray is a
stain removing spray is a stain removing spray that helps remove stains from clothes by using 1
spray. It’s an effective easy and safe way to remove stains from clothes which nowadays needs.
Although Surf Excel has multiple versions in India and Pakistan, Bangladesh has only one: “Surf
excel anti-bacterial smart spray”, which comes in a 450ml, 225ml & 120ml spray bottle. This is
the new version of Surf Excel detergent powder. In pandemic condition “surf excel anti-bacterial
smart spray” protect us from bacteria as well as save our time or many hassles. It has positioned
itself to the housewife of the country as a solution to remove deep spot-on fabrics to children’s
fabrics when they come back to play. Smart spray which is suitable for all kind of clothes and
keeps our clothes shiny and lighting white.

.
120ML 225ML 450ML

6|Page
The 4Ps of Surf Excel Anti-Bacterial Smart Spray:
The 4Ps of marketing are the key factors that are involved in the marketing of a good or service.
It includes the product (the good or service); the price (what the consumer pays); the place (the
location where a product is marketed); and promotion (the advertising).The 4Ps of Surf Excel
fabric spray are as follows:

Product: Surf excel detergent for cloth is a leading brand in market. Now they launched their new
product line called surf excel fabric spray. It comes with two flavors (Alovera and menthol). They
launched three size bottles (120ml, 225ml and 450ml). It is a new kind of product that is considered
as a substitute of detergent. Surf excel fabric spray used for washing purpose, sanitize and killing
germs. The Surf excel comes in different ranges, packaging, color and functions. Like they have
the “Clean and fresh” range which comes in a Blue and White packaging with a sky blue liquid
inside and claims to kills the germ 99%. It also claim to remove stain, remove odor, whiteness,
bright color and freshness.

Price: The prices are set according to different Surf Excel bottle. The surf excel fabric spray uses
competitive pricing strategy to set the prices of the product. For example, the “450ml bottle” range
is tk.380 with spray bottle, the “225ml” range is tk.180 per bottle and the “120ml” one is tk.80 per
bottle. The prices are set in such way that it covers all our expenses and doesn’t lead our business
towards loss and also affordable to every class of people.

Place: surf excel fabric spray which is most demanding product for situation like Covid-19. It is
widely distributed all around the country and can be easily found in your nearest retail shops,
supermarkets etc. It can be also found in online platforms like Daraz, Fresh bazaar, Ajkerdeal etc.
Our main mission is to gaining better visibility and serve the biggest target customer so that do not
prefer alternative product in the place of surf excel fabric spray.

Promotions: surf excel has always been talk of the town for its marketing and advertising. For
their new product surf excel fabric spray will go for the same. The major target audience for surf
excel fabric spray are home makers and family so we go for TV commercial, billboard, advertising
in newspaper and magazines so that we can easily catch they are attention. We offer sales
discounts, BOGO offers, value offers etc. For example, we provide 20% discount for customers
who buy our products from Daraz.

7|Page
4Ps of Surf Excel Detergent Wash

Product: Surf excel is a leading detergent so brand which is already exist in the market. The surf
excel Detergent wash can clean our clothes and can protect us from germs for 12 hours after every
wash. Surf excel product in category include surf excel matic liquid top load, surf excel matic front
load detergent powder and surf excel top load detergent powder. It comes with great packaging
and different size. The color combination of blue & white easily attract the consumer. It is made
with harmless chemicals and in eco-friendly.

Price: Surf excel fixed their price lower than the competitors product tied and Ariel. This is
because price sensitivity of Bangladeshi consumer across the market segment. They mostly
focused on middle class and higher middle class people also they have some product line for lower
class as well. The company sales it product in different packet sizes based on weight to catch the
customers who want to spend less.

Place: Surf excel products are available all the places in Bangladesh also it is available in India,
Sri-Lanka and Pakistan. Surf excel is marketed by Unilever globally under different brand name
like Ala in Brazil and Argentina, Omo in Bolivia, and Persil in United Kingdom. In Bangladesh
surf excel is available mostly through traditional channels of distributions and wholesaler. So it’s
available in wholesale market and retailer shop.

Promotions: Surf excel is famous for its advertisement we all heard the line “Dirt is Good’’ is a
base line of surf excel. The company focus heavily on TV advertisement and cast movie celebrities
on their promotion. The company have also use billboard, posters, print media such as newspaper
and magazine. Surf excel has also used social media platform like Facebook and Twitter to build
the community relationship.

8|Page
Segmentation:
The market segmentation can only be done based on consumer and their perceived value of
the product. The consumers are segmented based on their needs. The consumer also has a
perceived value with respect to the product. Segmentation is done based on four factors our.
Surf Excel Anti-Bacterial Smart Spray's segmentation as follows:

Geographical: Geographic segmentation based on rural, cities, counties. Our main target is
urban area consumers. Because most of the rural area people of Bangladesh are not as busy an
urban area people. Urban area people always look for shortcut technique as they always have to
be busy. But the rural area people look for some cheap products and they don’t mind to work
harder. Our Surf Excel Anti-Bacterial Smart Spray saves everyone's time and decreases work.

Demographic: Demographic segmentation divides the market into smaller categories based
on demographic factors, such as age, gender, and income. Instead of reaching an entire market,
a brand uses this method to focus resources into a defined group within that market. This
customer segmentation method is one of the most commonly used because it’s easy to
acquire through census data, analytics software, consumer insights, and more. It’s also
considered by many businesses to be the cheapest way to divide a target market. We are
targeting all income category because the price of our product is so reasonable. But the young
generation is our main target because they are always busy. They don’t have time to wash
cloths time to time. They can instantly remove the stain of their cloths by the spray.

Psychographic: Psychographic segmentation based on personality, lifestyle, interests, social

status. In psychographic segmentation, Surf Excel Anti Bacterial Smart Spray distinguishes
customers into different groups based on buyer's values, lifestyle or personality. Although people
share the same demographic group, they exhibit diverse psychographic profiles forcing our
spray to design and manufacture products suiting personality. People who are ambitious, hygiene
conscious, those who want to be authorities are Surf Excel buyers, because when it comes to

9|Page
personality values than no compromise.

Behavioural: In behavioural segmentation, our product buyers are divided into groups on the
basis of their knowledge of, attitude toward, use of, or response to a product. From
psychographic segmentation our spray will be chosen by the customers who are believers.
People will choose our product according to their choice. Washing product is always a
necessary thing. High class, low class, middle class every classes people need washing product.
We targeting all classes’ family. We will be also targeting people of average lifestyle and below.

Positioning:
The positioning of a brand or product is a strategic process that involves marketing the brand or
product in a certain way to create and establish an image or identity within the minds of the
consumers in the target market. Market positioning of a brand or product must be maintained over
the life of the brand or products. Our product market, has clearly occupied the position as the
effective washing spray on any kind of stain. We are trying to position our product through image
differentiation, because related marketing, and product differentiation. We will use logo and short
advertisement so that people can consistently see the advertisement so the product will occupy a
clear, distinctive, and desirable place in the mind of the consumers. Our product is the home care
category of Surf Excel. Our product also has some differentiation based on flavor and fragrance.

Target Marketing of Surf excel:

Surf excel anti-bacterial Smart Spray is a stain removal spray for your clothes that will start
removing stains in front of your eyes and it has also an anti-bacterial power which helps fight
against many powerful bacteria as like Covid-19 it helps people to save time and free from germs.
Despite the natural tendency of consumers towards conservatism, innovation is likely to play a key
role in the fabric stain remover market.

In respect of targeting the new segments, there should be the gathering of market information in

10 | P a g e
respect of the target market. In respect of Surf, it will be challenging for getting entry into a market
in which there is a higher availability of substitute products. Regarding the rural areas there exists
various kinds of rural customers based detergent powder or stain removal spray that are having
their presence in the market. There should be an efficient selection of the target market in this
regard. There exists certain factors that are to be taken into consideration prior to the planning in
respect of targeting. These attributes are segment appeal, reasonable segment clusters, capability
for being operative regarding the segment, as well as the aptitude of the organization for
participating efficiently. The factors for target market regarding Surf excel are mentioned
marketing Surf’s targeting factors. Surf excel is not just targeting the middle income category. Surf
excel is also looking at lower income market as well as the higher income brakert with different
size of product. It also target bachelors those who have no time to wash cloth and the ladies of
Bangladesh who love color extant of clothes by using surf excel and also General rural customers
Color sensitive customers
Homemakers & working women
Customers that are environment friendly.
It is following a single segment concentration regarding the urban market for highlighting on the
customer satisfaction that have been identified as The Surf Mom. On the other hand, in the rural
areas, the new Surf will be extending their market in respect of customers from semi-rural areas.
Here, there will be the following of particular product specialization scenarios or strategic aspects
for capturing the target market in the rural areas. There will be effective targeting when there
occurs the matching of appropriate needs as well as wants of the segment of market in relation to
the factors of targeting that has been earlier referred.

11 | P a g e
New version of product:
Our company always encourages their employees to create new product line and experiment those
products and then, if the product is working properly and eco-friendly after that the authority will
set price on that product, then they will start producing for the consumer. Recently our chemist has
created a unique type of product and this product will do two things at same time.one is save time
without any problem and second is free from germ with fresh fragrance. And our product is 'Surf
excel anti-bacterial smart spray'.

Surf excel Anti- bacterial Smart Spray:

surf excel smart spray is a stain removing spray is a stain removing spray that helps remove stains
from clothes by using 1 spray. It’s an effective easy and safe way to remove stains from clothes.

Surf Excel is a laundry detergent line of products. When it launched it’s a Famous detergent
powder in market but surf excel detergent powder like Rin, Wheel, Vanish first wash, etc. so many
product are in market. So we think, now this corona pandemic situation we launch surf excel new
version of product which is different in market and that is anti-bacterial smart spray with new fresh
fragrance. Corona pandemic situation it helps save time and look after health.

One of the leading market brands, Unilever’s Surf Excel for instance is considerably investing
towards product design. The uniqueness of this brand’s packaging lies in its functionality. The
shape of the bottle and transparent cap on top, embossed with measurements, are designed to
ensure stain remover is poured in precise quantities. Surf excel smart spray guarantees brilliant
washing, snowy white clothes and helps in increase your confidence by providing spotless clean
clothes. It contains (sodium carbonate, Sodium alum inosilicate, sodium alkyl benzene sulfonate,
sodium perborate monohydrate). Smart spray which is suitable for all kind of clothes and keeps
your clothe shiny and lighting white.

12 | P a g e
Competitive review:

Competitors are those with whom we compete to stay in a market. Without competitors we cannot
produce better product or services. In a market there are several competitors and to survive in that
market we have to compete with them.

Our brand ‘Surf excel’ is Surf excel anti-bacterial smart spray product company. Which is gaining
popularity right now. As it is an existing company in a market it is competing with so many
detergent powder and repellent brands. Brands like Wheel, Jeet, Rin, Surf excel, Ray, Tide, etc.
All of the brands have potential and capability to compete with ‘Surf Excel’. The price differences
among the brands are quite negligible. However, in terms of quality and availability ‘Surf excel’
is one step ahead of its competitors. Also, this brand’s market share is much larger than other
brands in Bangladesh.

Sales

54%

12%
10%
7% 8% 5% 4%

WHEEL JEET RIN SURF EXCEL RAY TIDE OTHERS

Sales

Figure 1. Market Share of Brands in the detergent Segment

13 | P a g e
Overall, we can say that in Fig 1 ‘Surf excel’ is leading the detergent market with market share of
12%. Where Wheel is holding 10%, Jeet 7%, Rin 8%, Ray 5%, Tide 4% and Other brands are
holding 54% share in the market. On an overall scale Wheel is the leading market share holder in
detergent repellent products in Bangladesh whereas on a detergent market ‘Surf excel’ is leader of
the market.

Sales

25%

20%
18%
15%
12%
10%

GHARI CHAKA SURF EXCEL FAST WASH WHEEL OTHERS

Ghari Chaka Surf excel Fast wash Wheel Others

Figure 2. Market Share of Brands in the overall detergent repellent category.

In other hand in Fig 2 Wheel is holding 25% market share. Where Surf excel is holding 20%,
Chaka 18%, Ghari15%, Fast wash 10%, and other brands are holding 12% share in detergent
repellent market. From this we can say that Wheel and Chaka are the main competitors of ‘surf
excel’. Wheel is one of the oldest companies in Bangladesh but still ‘Surf excel’ is now leading
the market because of its brand exclusive market strategies. Usually, people of every class are
using detergent in a larger extent than other products because smart spray and powder are usable
for wash clothes, but spray can be used to any fabric spot out easily. At present, there is no
incentive market leader since consumer buying pattern vary depending on the availability of
products. Mostly consumers tend to choose ‘Surf excel’ because of their availability. Also, the

14 | P a g e
other reasons why ‘Surf excel’ is able to capture the market is due to their product quality, heavy
promotional activity and a strong distribution channel.

New Version of product’s Competitive review:

After launching our new product there will be new competitors in the market. As we are launching
a special anti-bacterial smart spray with detergent repelling ingredients. This surf excel anti-
bacterial smart spray will contain some natural repelling ingredients like Lemon, tree tea oil, White
vinegar, sudsy ammonia and many more that will tend to repel surf excel anti-bacterial smart
spray for 3 minutes. By launching this product, we will also compete with detergent brands like
Rin, Wheel, Tide, Jeet, Fast wash etc. That’s why our new products will compete with different
categories of products from different segment.

Conclusion:

The people of Bangladesh are increasingly placing Importance on improved and advanced
features from any cleaning solution ; where previously, a simple whitening detergent powder
would have delighted the customer, nowadays consumers opt more for better hand care, better
fabric care and environmentally substantial product and all this at an affordable range.

The marketing profit of launching our new product Surf excel antibacterial smart spray indicates
that it has successfully changed consumers’ needs and demands in Bangladesh. We believe that
our product keeps their promise and has a beautiful journey.

References:
http://www.surfexcel.in/
http://www.hul.co.in/brands-in-action/detail/Surf- Excel/294365/
http://www.mbaskool.com/brandguide/fmcg/864- surf-excel.html
http://www.moneycontrol.com/news_html_files/new

15 | P a g e
16 | P a g e