I.M.C matrix of two brands that is essential for competitive marketing.

2. Submitted By:
Junaid Ali Naeem
Submitted To:
Mam Fatima Aleem
Class:
“MBA-V”
Roll No:
“46”
“Surf Excel Vs Ariel I.M.C Matrix”

3. Surf Excel vs Ariel
 Ariel launched in
1991 by Procter &
Gamble in Pakistan.
 Surf Excel launched
in 1970 by Unilever
in Pakistan.

4. Identify Target Audience
Total market size in Pakistan-
Rs: 8800 crores
Consumption Pattern:
Urban-55%(14% using washing machine)
Rural-45% Target Female Housewife's
Total Volume-Rs 2.3 Million Tones +
98% penetration in Pakistan
Market Shares 21% / 100%
Market Shares 37% / 100%

5. Determine Marketing Objectives
Surf Excel Ariel
To continue market leadership
37% in Pakistan Market
To increase market share
21% P&G in Pakistan Market
Approaching New Markets
Switch Consumers from Existing
Brands in the present Market
Launching Product Extensions Product Innovation
Maintain Brand Loyalty Increase Brand Loyalty
COMMON MARKETING OBJECTIVES
- Ensure top-of-the-mind recall - Increase Frequency of Usage
- Launching Variants in the Washing Machine Category - R&D for new product
innovations

6. Communication Design
1-Advertising
2-Sales promotion
3-Events & Experiences
4-Publicity
5-Direct marketing
6-Word-of-mouth
marketing
7-Personal selling

7. Select Channels For Communication
Sales & Promotional Strategy Of Ariel:

8. Advertising Strategy Of Ariel:
i- Bill Boards
Magazines had a page with a photograph of a model
wearing a dress with a stain.
The stain was actually a piece of paper sticking to the
page and had Ariel advertised behind it. When readers
scratched it, it came out and advertised Ariel.
ii- Magazines Advertisement

9. iii- Print Ad’s
iv- Public Relations & Publicity
Ariel did last year in 2014 an event for special
children care and promote best social awareness.
In this year Ariel started 7 days art and heritage
save events in Lahore, Karachi, Islamabad and
many other cities of Pakistan for entertain the all
age of people and aware them by art and our
heritage by the help of Pakistan Art Counsel.

10. i. Multiple cleaning
systems
ii. Contains pink noodles,
green and blue
speckles which have
the power of bar,
brush and blue.
iii. Can be used for hand
wash and top load
machines
i. Combines with Ariel
complete properties
ii. Has advanced perfume
technology
iii. Long lasting fragrance
for 24 hours
iv. Suitable for hand wash
and top load technology
i. Meant for washing
machine
ii. Works on difficult
collars and cuff
areas
iii. Recommended by
LG Washing
Machine
i. Has color lock
technology
ii. Removes stains
& prevents from
fading
iii. Suitable for hand
wash and top
load washing
machines

11. i. Low Lather detergent
powder
ii. Dissolves in hard water
containing salts such
as Calcium or
Magnesium
iii. Has a special feature of
converting hard water
into soft water
iv. Available in packages
ranging from 200g to
4kgs.
i. Front Load washing
machines are
expensive and
require proper
maintenance
ii. Has “Low Suds”
formula, designed
to create remove
stains without
causing excess
foam
i. Inspire of using a
washing machine
there was a need
to hand wash and
scrub tough stains,
hence Surf Excel
Matic Top Load
ii. Designed to work
in high water
environment
inside a top load
washing machine
i. Only liquid
detergent in the
Surf variants
ii. Specially meant
for woolens,
baby clothes,
crepes etc.
iii. It is available
only in 200 ml
variant

12. Sales & Promotional Strategy Of Surf Excel:

14. Advertising Strategy Of Surf Excel:
i- Print Ad’s

15. ii- Magazines Advertisement
Advertising Strategy Of Surf Excel:

16. iii- Billboards Ad’s
Advertising Strategy Of Surf Excel:

17. Publicity & Public Relation Of Surf Excel:

18. Events & Experiences Of Surf Excel:

19. Understanding Consumer Needs
Surf Excel Ariel
Ad campaign –”Daag Dhoondthe Reh jaogae”
Ariel has not concentrated much on television
advertisement
Surf excel popular ad campaign” jaisae bhi
daag ho ‘surf excel hai na
Popular punchlines, “ Ariel ki dhulai, dilo ko pass laayi”
Surf excel quick was launched “AD campaigns on
shortages of water across country “.
AD campaign “Daag Acche hai”
Partnership with LG washing machines
(It considers Ariel detergent the best for its washing
machine)
Partnership with Manish Malhotra for promotion of
the detergent

20. Television Commercials

21. Television Commercials

22. Surf-Excel and Ariel command over 75% of the detergents market in Pakistan. However
Surf-Excel continues to outsell Ariel most areas of the world but in Pakistan and some
other countries, Ariel fares far better than Surf-Excel. Over the last several years, Surf-
Excel stock has significantly performed well then Ariel in Pakistan. Surf’s market cap is
currently 33% higher than Pepsi’s. Surf has a current ratio of 1.34 while Ariel is at 1.15.
(1.5 billions dollars on marketing by Ariel and 1.9 billions dollars by Surf-Excel in
Pakistan)
Budget Of Both

23.  Surf
- Experienced Player
- Competitive Advantage with well laid distribution and retail network
- Innovative advertising approaches
- Willingness to venture out with new variants
 Ariel
- Strong first mover advantage in the Pricing War
- Entrenched firmly in minds on basis of superior cleaning quality
- Need to bring out new variants
- focus on aggressive advertising important
 Both need to venture out:
- Explore Rural Markets
- Invest in Research for Niche Products
- Find New Consumer Categories
- Fight Regional Players with a Customized Market Plan
Measure Results & Conclusion