1.
TEAM RAMEN

2.
BRAND SELECTION

3.
WHY SURF EXCEL
• The Brand has strong Emotional
Appeal
• The Purpose of the Brands expands
outside just the utility of the
product
• Engagement Platform can create
a stronger emotional connect
• Purchase Behavior can be
influenced with higher brand
equity.

4.
DEFINING THE TARGET GROUP
Surf Excel has
traditionally targeted
the middle class and
upper-middle class
The Parents are the
purchase decision
maker of the house.
The Parents are
concerned about the
well-being of their
children

5.
PERCEPTION OF SURF EXCEL
Type of Detergent Quantity in GM Price Price per GM
Surf Excel 1,000 280 0.28
Jet Improved 1,000 280 0.28
Rin Power Bright 1,000 180 0.18
ACI Supreme Antibacterial 1,000 150 0.15
Minister Bright Wash 1,000 150 0.15
Wheel 2 in 1 1,000 140 0.14
Chaka Advance 1,000 140 0.14
Ghari White 1,000 130 0.13
Fast Wash 1,000 120 0.12
ACI Smart 1,000 115 0.12
01
Association with stain
removal and use in special
cases only
02
Considered as a luxurious
detergent, which will increase
household spending
Data Source: Chaldal

6.
HEADROOM FOR GROWTH
7-8%
CAGR of FMCG with an
existing market of more
than BDT 30,000 crore
USD 23
Per capita consumption of
Unilever product categories,
in comparison to USD 40 in
India and USD 100 in
Philippines
Source: The Business Standard

7.
OUR OBJECTIVES
01
Helping parents face new
challenges in raising their
children
02
Building brand equity to
upgrade occasional
consumers of Surf Excel to
become more regular users

8.
Meet ‘Zayan’, a 3rd grade
student from Scholars
School.

9.
The part in school that he looks forward
to everyday is the ‘tiffin’ time. WHY?

10.
WHY?
01
Share things with
Friends that they
can relate
02
A break from
monotony
03
A small period of
independence

11.
Even if Zayaan is free in
the afternoon, he does
not really have many
options.

12.
Children spend less time
‘outdoors’ than inmates.

13.
During the weekends, he
goes out with his parents
sometimes but mostly to
some restaurants or to
visit relatives

14.
Now lets meet Zayan,
again.

15.
Zayan is more than a 3rd grade student.
Zayan likes to make origamis.
Zayan loves tiffin times.
Zayan wants to solve the ‘money’ problem.

16.
Like Zayan,
Every child is
A Brain
A Princess
A Basket Case
A Criminal
An Athlete

17.
They want to explore what they want, and
They want to express what they love to do.

18.
What
children
want
What
children
get
What
children
need

19.
WHY DON’T CHILDREN GET WHAT THEY WANT
Despite intentions, schools
do not have the facilities for
children to express or the
design to let children
explore
Despite intentions, parents
cannot send their kids to
everywhere due to security
concerns
The first priority for parents and schools is
traditionally academic results

20.
LIMITATIONS OF THE SCHOOLS
Primary schools only focus on
the short term academic goals
of the students, because they
don’t have the resources to
provide other benefits.
Mirza Mahbub Ara
Class 3 Teacher,
Children’s Garden Kindergarten
School
Although we will love to
improve the facilities for kids,
we don’t know how to in the
space we have.
Sheikh Shariful Islam
Principal,
Baridhara Scholars School

21.
LACK OF FACILITIES IN SCHOOLS
26,250
New schools that have
opened in the last 12
years

22.
KEY INSIGHT
01
Although there is diversity in
what each child wants
Most children have the same
routine of activities.

23.
KEY INSIGHT
02
Parents & schools tend to
confine children within an
academic-centric fixed
routine

24.
CORE PURPOSE
01
Letting children
explore the good in
them and express
themselves
02
Making parents
realize what’s good
for children

25.
WHAT WE NEED
KIDS MESSY
GOOD

26.
THE BIG IDEA

27.
CAMPAIGN OBJECTIVES
01
Providing children
with a platform to
explore different
activities
02
Communicating the
functional benefits of
Surf Excel to promote
regular usage

28.
WHY 7-11 YEAR OLDS?
Thought is more
logical and
organized
Greatly affected by training, context, and
cultural conditions
Improved understanding of maps, directions
and emotional cues
Reason logically
about concrete
info
Source: Child Development by Laura E. Berk, 2002

29.
THE BIG IDEA
01
LAUNCHING
02
PLATFORM
03
REINFORCING
04
THE BUZZ

30.
LAUNCHING THE DFG CLUB
Brand
representatives
to go to schools
to launch the
club

31.
LAUNCHING THE DFG CLUB
Collaborate with
students to
create an
‘Activity Chart’
that they
perceive to be
‘good’

32.
LAUNCHING THE DFG CLUB
Paint a mural
with a DFG club
as a
collaborative, yet
‘messy’ starting
activity

33.
LAUNCHING THE DFG CLUB
Paint a mural
with a DFG club
as a
collaborative, yet
‘messy’ starting
activity

34.
LAUNCHING THE DFG CLUB
Nominate patrons of DFG
club from teachers and
parents

35.
LAUNCHING THE DFG CLUB
Provide
students
with a club
badge, take
their info,
and send a
letter of
appreciation
for parents
with a
sachet of
Surf Excel

36.
Impact of
The Launching of
DFG Club in
Schools Students get an
additional outlet
apart from
academics
Associates Surf
Excel with child’s
life
Habitualizes the
use of Surf Excel
for dirty clothes
and
communicates
efficacy

37.
THE PLATFORM
A online
platform to
be opened
to curate the
stories of
DFG Club

38.
Engage
children
with the
explorer’s
map

39.
Engage
children
with the
explorer’s
map

40.
CONGRATULATIONS!
YOU HAVE EARNED YOUR
FIRST EXPLORER’S BADGE

41.
Stories of the children to
be shared in the social
media with the hashtag
#DFGClub, and to be
portrayed in DFG Club
platform

42.
Impact of
The Platform of
DFG Club in
Schools Online
integration of
the platform to
scale
Scope of
reaching
children beyond
the schools
activated
Gamification to
explore messy
yet good
activities and
express talent

43.
REINFORCEMENT DAY
Go back to the same
school after a month,
but this time invite the
parents too and ask
them to bring old
clothes to donate

44.
REINFORCEMENT DAY
Start the day with
washing clothes
and promote
functional benefits
to parents
throughout the day

45.
REINFORCEMENT DAY
Continue the day with a ‘do
good’ activity that involves
getting messy in the process
like food for poor, tree
plantation or litter clean up

46.
REINFORCEMENT DAY
End the day with another
letter like launch day and
show how Surf Excel turned
old clothes just like new

47.
Impact of
The
Reinforcement
Day in Schools Reinforces Surf
Excel’s cleaning
ability
Helps students
collaborate on a
‘good’ activity
they can relate
to
Creates a buzz
and reliability
among the
parents

48.
DFG CLUB EXPLORERS DAY
Children can try out
different sports, different
activities like self-defence,
ninja training, etc.

49.
DFG CLUB EXPLORERS DAY
Option for kids to indulge
in different kinds of
activities

50.
Impact of
The DFG Club
Explorer’s Day in
Schools
Peak
engagement
through
interactions with
teachers,
students and
parents
Helps children
socialize beyond
school identity
and explore new
things
Creates buzz
around the
event and
promotes
opportunities

51.
BUT HOW DO WE AUGMENT FROM THIS?
Hammering
through
Facebook
Stories & UGC
through
influencers &
YouTube
Building trust
through PR &
newspaper
Reaching
organically
through
packaging

52.
USER GENERATED CONTENT
Children can
send their
work, which
will be
published in
the platform

53.
PACKAGING
Current consumers of
Surf Excel will be reached
through the packaging

54.
SOCIAL MEDIA
The content along with the
badges and the ‘good’
activities can be shared
across social media, which
will again be reposted in Surf
Excel platform

55.
PR & NEWSPAPER PROMOTION
PR campaigns will
be run to establish
trust and spread
the word

56.
SCHOOL
ACTIVATION
DFG CLUB
EXPLORER’S CAMP
DFG CLUB
PLATFORM
- % of quarterly,
monthly, and
weekly sign-ups
- Hours content
watched or read
- No. of user
generated content
- Capacity utilization
ratio
- Conversion ratios
from school
activities
- % of members
receiving badges
- No. of children
reached
- No. of schools
activated
- No. of sign-ups
from school and
school sign-ups
KEY PERFORMANCE INDICATORS

57.
PROMOTIONAL
ACTIVITIES
OTHERS
- No. of City
Corporation wards
covered
- % of school clubs
that sustain more
than a month, a
quarter and a year
- No. of unique
households
reached
- No. of user
generated content
- % of DFG club sign-
ups apart from
activation
KEY PERFORMANCE INDICATORS

58.
Month 1 Month 2 Month 3 Month 4 Month 5 Month 6 Month 7 Month 8 Month 9 Month 10 Month 11 Month 12
DFG Club Launch
Reinforcement Day
Explorer's Map
DFG Club Explorer's Camp
Facebook Promotion
Youtube Promotion
Newspaper Ad
Newspaper PR Article
TIMELINE

59.
SUMMARY OF KEY FINANCIALS
Set-Up & Operational Cost for DFG Weekend Camp 1,764,000 1,764,000 1,764,000 1,764,000 1,764,000
Launching Activation Cost for Schools 14,384,800 14,384,800 14,384,800 10,788,600 10,788,600
Reinforcement Activation Cost for Schools 7,940,000 7,940,000 7,940,000 6,150,000 6,150,000
Promotional Costs 7,620,000 7,420,000 6,680,000 6,720,000 6,720,000
DFG Club Platform Costs 6,850,000 4,900,000 4,825,000 4,875,000 4,925,000
Total Budgeted Cost 38,558,800 36,408,800 35,593,800 30,297,600 30,347,600
Cost per Reach 1.89 2.00 1.95 2.48 2.48
Total No. of People Reached via Promotion 73,026,111 72,656,111 69,445,444 75,081,744 75,121,674
Total Expected No. of Unique Households Reached 8,993,363 8,947,797 8,552,395 9,246,520 9,251,438
Total Expected No. of DFG Club Sign-Ups 260,363 259,452 251,544 245,302 245,401
Total Product Trials from Free Sampling 160,827 160,827 160,827 127,287 127,287
Total No. of Students Reached in Schools 134,160 134,160 134,160 100,620 100,620
Total No. of Schools Activated 1,040 1,040 1,040 780 780
No. of DFG Weekend Camps to be Set-Up 4 4 4 4 4
Total Quarterly Engagement % of DFG Club Members 58% 58% 58% 56% 56%
Total Monthly Engagement % of DFG Club Members 26% 26% 26% 25% 25%
Total Weekly Engagement % of DFG Club Members 15% 15% 15% 14% 14%
SUMMARY OF IMPACT OF THE CAMPAIGN
SUMMARY OF COST

60.
SUMMARY OF KEY FINANCIALS
5%
38%
21%
21%
15%
Cost Breakdown by Categories
Set-Up & Operational Cost for
DFG Weekend Camp
Launching Activation Cost for
Schools
Reinforcement Activation Cost
for Schools
Promotional Costs
DFG Club Platform Costs
2.16
Average Cost per
Reach
3.82
Average Cost of
Reaching Unique
Household
Annually

61.
SUMMARY OF KEY FINANCIALS
26%
Expected Monthly
Engagement
58%
Expected Quarterly
Engagement
15%
Expected Weekly
Engagement
252,416
Expected DFG Club
Sign-Ups Every Year
60%
Expected Sign-Ups
from Activation

62.
KEY INSIGHT
01
Although there is
diversity in what each
children wants, most
children have the same
routine of activities.
02
Parents & schools tend
to confine children within
an academic-centric
fixed routine

63.
KEY INSIGHT
01
Although there is
diversity in what each
children wants, most
children have the
same routine of
activities.
02
Parents & schools
tend to confine
children within an
academic-centric
fixed routine
01
Providing children
with a platform to
explore different
activities
02
Communicating the
functional benefits
of Surf Excel to
promote regular
usage
OBJECTIVES

64.
KEY INSIGHT
01
Although there is
diversity in what each
children wants, most
children have the
same routine of
activities.
02
Parents & schools
tend to confine
children within an
academic-centric
fixed routine
01
Providing children
with a platform to
explore different
activities
02
Communicating the
functional benefits of
Surf Excel to promote
regular usage
OBJECTIVES
KIDS MESSY
GOOD
BRAND RELEVANCE

65.
KIDS MESSY
GOOD
BRAND RELEVANCE CAMPAIGN ACTIVITIES
01
Launching DFG Club
and the Online
Platform in schools
02
Club activity day in
school
03
DFG Club Explorer’s
Camp
04
Promotional activities
across multiple
channels

66.
CAMPAIGN ACTIVITIES
01
Launching DFG Club
and the Online
Platform in schools
02
Club activity day in
school
03
DFG Club Explorer’s
Camp
04
Promotional activities
across multiple
channels
01
Increase Brand Equity
among parents by
associating Surf Excel
with their children
doing good.
02
Communicating the
functional efficacy
of Surf Excel to
promote regular
usage
IMPACT ON BRAND

67.
Thank You

68.
APPENDIX: SURF EXCEL VARIANTS

69.
APPENDIX: TARGET GROUP
Institute Student Average
Private Primary School 4,799 515,877 107
Kindergarten 28,193 3,324,177 118
High School Attached Primary Section 1,988 668,203 336
Total 34,980 4,508,257 129
Total Number Including Other Categories 118,891 20,100,972 169
% Matching Out Criteria 29% 22%
NO. OF SCHOOLS MATCHING OUR TARGET GROUP IN BANGLADESH
Division Students % of Total
Barishal 179,089.00 6%
Chattogram 722,658.00 22%
Dhaka 809,945.00 25%
Khulna 244,196.00 8%
Mymensingh 319,271.00 10%
Rajshahi 380,534.00 12%
Rangpur 352,071.00 11%
Sylhet 242,487.00 7%
Total 3,250,251.00 100%
GRADE 1 ENROLLMENT BY DIVISION
Data Source: Bangladesh Education Statistics, 2021

70.
APPENDIX: TARGET GROUP
Data Source: Bangladesh Education Statistics, 2021
Grade Students % of Total
Grade 1 3,250,251 19%
Grade 2 3,598,319 21%
Grade 3 3,357,052 20%
Grade 4 3,154,918 19%
Grade 5 3,604,427 21%
Total 16,964,967 100%
GRADE WISE DISTRIBUTION OF STUDENTS IN BANGLADESH
Year Institutes
2009 81,389.00
2010 97,344.00
2011 99,351.00
2012 103,930.00
2013 98,960.00
2014 101,322.00
2015 99,221.00
2016 101,150.00
2017 98,651.00 New Schools
2018 103,948.00 26,250
2019 98,811.00 % Growth
2020 107,639.00 32%
NO. OF INSTITUTES ATTENDING PRIMARY SCHOOL EXAM

71.
APPENDIX: TARGET GROUP
Activity Positive % of Total
Playing Outside 26 63%
Playing Mobile Games 23 56%
Watching Cartoons 22 54%
Watching YouTube 36 88%
Having Dinner with Family 26 63%
Shopping with Parents 20 49%
Learning from Home Tutors 23 56%
Playing with Toys 16 39%
Total Responses 41
THINGS CHILDREN DO IN A DAY
Number of Households in Bangladesh 35,200,000
Quarterly Surf Excel Users % 10%
Quarterly Surf Excel Users 3,520,000
Average Consumption Packet Price 150.00
Surf Excel Market Size 2,112,000,000
Engagement Platform Budget as a % of Size 2%
Marketing Budget 42,240,000
DERIVATION OF THE MARKETING BUDGET
Data Source: Bangladesh Education Statistics (2021), HIES Survey (2016), Case

72.
APPENDIX: FINANCIALS
No. of DFG Camps to be Set-Up 4 4 4 4 4
Rent & Utilities per Camp 250,000 250,000 250,000 250,000 250,000
Personnel Cost per Camp 30,000 30,000 30,000 30,000 30,000
Free Sampling Budget per Camp 100,000 100,000 100,000 100,000 100,000
Variable Set-Up Cost per Camp 250,000 250,000 250,000 250,000 250,000
Set-Up & Operational Cost for One Camp 630,000 630,000 630,000 630,000 630,000
Total Set-Up & Operational Cost 2,520,000 2,520,000 2,520,000 2,520,000 2,520,000
Expected % of Cost to Be Bore by Surf Excel 70% 70% 70% 70% 70%
No. of Schools to be Activated 1,040 1,040 1,040 780 780
No. of Schools to be Activated per Day 4 4 4 3 3
Expected Average No. of Students per School 129 129 129 129 129
Takeaway Box Cost per Student 30 30 30 30 30
Total Takeaway Box Cost 4,024,800 4,024,800 4,024,800 3,018,600 3,018,600
Personnel Cost 2,880,000 2,880,000 2,880,000 2,160,000 2,160,000
Fixed Activation Set-Up Cost 200,000 200,000 200,000 150,000 150,000
Transportation Cost 3,120,000 3,120,000 3,120,000 2,340,000 2,340,000
Stencil, Colors & Other Variable Costs 4,160,000 4,160,000 4,160,000 3,120,000 3,120,000
Total Activation Cost 14,384,800 14,384,800 14,384,800 10,788,600 10,788,600
Launching Activation Cost per School 13,832 13,832 13,832 13,832 13,832
Launching Activation Cost per Student 107 107 107 107 107
SCHEDULE 1: SET-UP & OPERATIONAL COST FOR DFG CAMP
SCHEDULE 2: LAUNCHING ACTIVATION COST FOR EACH SCHOOL

73.
APPENDIX: FINANCIALS
No. of Schools to be Activated 1,040 1,040 1,040 780 780
Expected Average No. of Students per School 129 129 129 129 129
Personnel Cost 2,880,000 2,880,000 2,880,000 2,160,000 2,160,000
Fixed Activation Set-Up Cost 120,000 120,000 120,000 90,000 90,000
Transportation Cost 780,000 780,000 780,000 780,000 780,000
Other Variable Costs 4,160,000 4,160,000 4,160,000 3,120,000 3,120,000
Total Activation Cost 7,940,000 7,940,000 7,940,000 6,150,000 6,150,000
Launching Activation Cost per School 7,635 7,635 7,635 7,885 7,885
Launching Activation Cost per Student 59 59 59 61 61
Facebook Boosting Budget 600,000 600,000 720,000 960,000 960,000
YouTube Boosting Budget 960,000 960,000 600,000 600,000 600,000
Influencer Promotion Budget 600,000 400,000 200,000 - -
OVC Budget 600,000 600,000 600,000 600,000 600,000
Content Creation Budget 360,000 360,000 360,000 360,000 360,000
PR Budget 2,000,000 2,000,000 1,200,000 1,200,000 1,200,000
Newspaper Advertisement Budget 2,500,000 2,500,000 3,000,000 3,000,000 3,000,000
Total Promotional Costs 7,620,000 7,420,000 6,680,000 6,720,000 6,720,000
SCHEDULE 3: REINFORCEMENT ACTIVATION COST FOR EACH SCHOOL
SCHEDULE 4: PROMOTIONAL COSTS

74.
APPENDIX: FINANCIALS
Platform Development & Maintenance Cost 2,500,000 500,000 375,000 375,000 375,000
Content Development Cost 3,000,000 3,000,000 3,000,000 3,000,000 3,000,000
Platform School Engagement Cost 1,200,000 1,200,000 1,200,000 1,200,000 1,200,000
Badge & Gifts Budget 150,000 200,000 250,000 300,000 350,000
Total Edutainment Costs 6,850,000 4,900,000 4,825,000 4,875,000 4,925,000
Total Schools Reached 1,040 1,040 1,040 780 780
Average No. of Students per School 129 129 129 129 129
Expected Reach of Students from School 134,160 134,160 134,160 100,620 100,620
Expected Sign-Up Rate 60% 60% 60% 60% 60%
Expected No. of DFG Club Sign-Ups from Activation 80,496 80,496 80,496 60,372 60,372
Expected Quarterly Engagement Rate 75% 75% 75% 75% 75%
Expected No. of Children Engaged per Quarter 60,372 60,372 60,372 45,279 45,279
Expected Monthly Engagement Rate 40% 40% 40% 40% 40%
Expected No. of Children Engaged per Month 32,198 32,198 32,198 24,149 24,149
Expected Weekly Engagement Rate 25% 25% 25% 25% 25%
Expected No. of Children Engaged per Week 20,124 20,124 20,124 15,093 15,093
SCHEDULE 6: EXPECTED ENGAGEMENT OF CHILDREN AT DFG CLUB FROM SCHOOL ACTIVATION
SCHEDULE 5: DFG CLUB PLATFORM COSTS

75.
APPENDIX: FINANCIALS
Organic Reach via Social Media 300,000 330,000 363,000 399,300 439,230
Organic Reach via Packaging 1,760,000 1,760,000 1,760,000 1,760,000 1,760,000
Facebook Boosting Budget 600,000 600,000 720,000 960,000 960,000
Cost per Mile of Facebook 40 40 40 40 40
Total People Reached via Facebook 15,000,000 15,000,000 18,000,000 24,000,000 24,000,000
YouTube Boosting Budget 960,000 960,000 600,000 600,000 600,000
Cost per View of YouTube 135 135 135 135 135
Total People Reached via YouTube 7,111,111 7,111,111 4,444,444 4,444,444 4,444,444
Influencer Promotion Budget 600,000 400,000 200,000 - -
No. of Influencers Engaged 24 16 8 - -
Average Reach per Influencer 50,000 50,000 50,000 50,000 50,000
Total People Reached via Influencers 1,200,000 800,000 400,000 - -
PR Budget 2,000,000 2,000,000 1,200,000 1,200,000 1,200,000
No. of Expected PR via Newspapers 10 10 6 6 6
Average Reach per PR Article 2,118,000 2,118,000 2,118,000 2,118,000 2,118,000
Total People Reached via PR 21,180,000 21,180,000 12,708,000 12,708,000 12,708,000
Newspaper Advertisement Budget 2,500,000 2,500,000 3,000,000 3,000,000 3,000,000
No. of Newspaper Ads 50 50 60 60 60
Average Reach per Newspaper Ad 529,500 529,500 529,500 529,500 529,500
Total People Reached via Newspaper Ads 26,475,000 26,475,000 31,770,000 31,770,000 31,770,000
Total Expected Reach from Promotion 73,026,111 72,656,111 69,445,444 75,081,744 75,121,674
SCHEDULE 7: EXPECTED REACH FROM PROMOTION

76.
APPENDIX: FINANCIALS
No. of Schools Activated 1,040 1,040 1,040 780 780
Average No. of Students per School 129 129 129 129 129
No. of Husehold Product Trials via School Activation 134,160 134,160 134,160 100,620 100,620
No. of Camps Established 4 4 4 4 4
Free Sampling Budget per Camp 100,000 100,000 100,000 100,000 100,000
No. of Household Product Trials via Camp 26,667 26,667 26,667 26,667 26,667
Total Product Trials from Free Sampling 160,827 160,827 160,827 127,287 127,287
Total Expected Reach from Promotion 73,026,111 72,656,111 69,445,444 75,081,744 75,121,674
Expected No. of Households Reached 17,986,727 17,895,594 17,104,789 18,493,041 18,502,875
Expected No. of Unique Households Reached 8,993,363 8,947,797 8,552,395 9,246,520 9,251,438
Expected Sign-Up Rate 2% 2% 2% 2% 2%
Expected No. of DFG Club Sign-Ups from Promotion 179,867 178,956 171,048 184,930 185,029
Expected Quarterly Engagement Rate 50% 50% 50% 50% 50%
Expected No. of Children Engaged per Quarter 89,934 89,478 85,524 92,465 92,514
Expected Monthly Engagement Rate 20% 20% 20% 20% 20%
Expected No. of Children Engaged per Month 35,973 35,791 34,210 36,986 37,006
Expected Weekly Engagement Rate 10% 10% 10% 10% 10%
Expected No. of Children Engaged per Week 17,987 17,896 17,105 18,493 18,503
SCHEDULE 8: EXPECTED PRODUCT TRIALS FROM FREE SAMPLING
SCHEDULE 9: EXPECTED ENGAGEMENT OF CHILDREN AT DFG CLUB FROM PROMOTION

77.
APPENDIX: FINANCIALS
Expected No. of DFG Club Sign-Ups from Activation 80,496 80,496 80,496 60,372 60,372
Expected No, of DFG Club Sign-Ups from Promotion 179,867 178,956 171,048 184,930 185,029
Total Expected No. of DFG Club Sign-Ups 260,363 259,452 251,544 245,302 245,401
Expected Quarterly Engagement of DFG Club Members 150,306 149,850 145,896 137,744 137,793
Total Quarterly Engagement % of DFG Club Members 58% 58% 58% 56% 56%
Expected Monthly Engagement of DFG Club Members 68,172 67,990 66,408 61,135 61,155
Total Monthly Engagement % of DFG Club Members 26% 26% 26% 25% 25%
Expected Weekly Engagement of DFG Club Members 38,111 38,020 37,229 33,586 33,596
Total Weekly Engagement % of DFG Club Members 15% 15% 15% 14% 14%
SCHEDULE 10: EXPECTED ENGAGEMENT FROM DFG CLUB

78.
Good
Decisions
Relationship
Skills
Social Awareness
Self Management
Self Awareness
Children
Parents Teachers
Source: iAmMotherly
STAGES OF CHILD
DEVELOPMENT

79.
SKILLS
NECESSARY FOR
CREATIVITY
Cognitive
Problem finding & definition
Divergent & convergent thinking
Insight processes
Evaluation of competing ideas
Knowledge
Personality
Innovative style of thinking
Tolerance of ambiguity
Perseverance
Willingness to take intellectual risks
Courage of one's convictions
Motivations
Task focused rather than goal focused
Environmental
Availability of stimulating activities
Emphasis on intellectual curiosity
Acceptance of child's individual characteristics
Provision of systematic instruction relevant to child's talent
Availability of time to reflect on ideas
Encouragement of original use of knowledge
Provision of challenging
Emphasis on task-focused motivators
Source: Sternbarg & Lubart, 1991

80.
APPENDIX: SCALABILITY
01
More schools wanting
to be part of the
movement as it makes
attracting students
easier
02
Promotions and PR
from the ongoing DFG
Club activities to reach
mass using digital
medium
03
More individual
registrations in the DFG
Club website will
increase scale of
platform

81.
APPENDIX: BRAND RELEVANCE
03
All of the activities outlined
in the engagement
platform cause some sort
of mess and dirt aligning
with Surf Excel
04
Reinforces the value
proposition of Surf Excel
through different direct and
indirect promotions
01
Each activity at the core
promotes and encourages
the act of doing good
02
Surf Excel has always
displayed that a child’s
freedom leads to good and
the engagement platform
does so too

82.
APPENDIX: SALES DRIVER
01
Increase of Brand
Equity will grow
peoples’ inclination
towards using Surf
Excel as it will be
associated with
something they care
about
02
Constantly reinforcing
Surf Excel’s connection
to stain and promoting
functional benefit
through sampling
during kids doing
messy activities
03
Instantly displaying
Surf Excel’s efficacy by
the Cloth donation
initiative washing

83.
APPENDIX: ENSURING REACH BEYOND TARGET
01
Promotion through
traditional and digital
media to reach
beyond the target
02
Creating buzz around
the activities leading to
word of mouth
03
Parents sharing their
child’s stories on social
media due to DFG club
leading to many UGCs
and high reach