INSTITUTE OF BUSINESS

MANAGEMENT
Consumer Behaviour

Chapter 2 Report
GROUP # 4
Muhammad
Muhammad
Muhammad
Muhammad
Muhammad

Hasan
Baqir
Aamir Shaikh
Anas ejaz
Munir

Submitted to

Mr. Mansoor Kabani

MAJOR COMPETITORS:
Market share plays a prominent role in business research and standing in the
market. Although Surf Excel is the leading brand, it also faces competition.
Surf Excel was the first in the Pakistan detergent powder market. Over the years,
Surf Excel has anticipated the changing washing needs of the Pakistan homemaker
and constantly upgraded itself.
Surf Excel is Pakistan's largest selling compact detergent powder, it promises to
tackle the toughest stains without damaging the color of the fabric. This is because
only Surf Excel has smart sensors that can differentiate stains from colors. Now
consumers don't have to worry about tackling the really tough stains, especially on
colored clothes anymore.
Surf excel with active oxygen is formulated to remove a range of stains such as
chocolate, ink, egg yolk, blood, turmeric and coffee. It gives clothes a complete
cleaning while caring for the fabric. It is recommended by Singer (Manufacturer of
Electronic appliances) for use in top loading washing machines.

Major competitors for Surf Excel are:

Ariel
Brite
Bonus
Express power
ARIEL:
A detergent that can give spotless cleaning to both colored and white clothes. This
is because new Ariel contains a unique double action system, which can fully,
dissolved unlike bar soap. In case of P&G detergent according to their brand
manager the attributes consumers seeks for are as follows:
1.
2.
3.
4.
5.
6.

Overall cleaning
Stain remover
Power of scrubbing (Build in additives)
Color care
Fragrance
Value for money

P&G have segmented their consumers in 3 different categories just like Colgate
Palmolive have already done. These categories are as follows:
1. Quality conscious
2. Price conscious
3. Mix of the above two
Brite:
Colgate Palmolive - backed by lackson group of industries, entered into the laundry
detergent market by launching a product with same name Brite in 1980. Although it
was unable to capture the significant market share of surf excel. Brite also changes
its packing from polybags to suit the needs of consumers.
Bonus and Express power:
Bonus and Express power, both products of Colgate Palmolive - backed by Lackson
Group of Industries, are a few of the oldest laundry detergents in Pakistan and enjoy
a reasonable amount of share in laundry detergents market. Because of the low

price factor, they attract the lower segment of the peoples, But due to inferior
quality and less fragrance, they are unable to attract huge market.

Point of parity between Surf Excel and Ariel are as follows:

Stain Removal:
Both Ariel and Surf Excel are focusing on the stain removal

Emotional appeal:
Ariel

Focusing on mothers and cause marketing for charity by hiring

celebrities
but not focusing on product and performance
Surf Excel

Focusing on kids and their learning process and to highlight the

basic performance
Stain removal of their product.
Whiteness and shine:
Both the detergent companies are focusing on the shine and whiteness of the
detergents.
Packaging & sizes:
Both the detergents are available in same sizes and packaging.
Active ingredients & Bleach Content:
Ariel has a larger content of bleach in its formula that is better for cleaning
of white fabric ultimately giving it a more shiny and clean look. According
to Customer perception:
High bleach content in Ariel = Harmful for fabric fibers + Harmful for skin
Surf Excel is formulated with high quality phosphate builders and multiactive surfactant system to deliver superior cleaning in addition this formulation is
further fortified with color safe bleach system and enzymes for superior stain
removal in washing machines.
Whereas Ariel came up with their enzimax short for cleaning enzymes similar to that
of surf excel but positioned differently thereby utilizing half the water as compared
to other detergents as advertised in their ads.

Generic name:
Surf has become a generic name. Surf excel has a psychological advantage over
any of its competitors as surf has achieved the level where surf has become a
generic name for detergents category, thereby creating association in mind of its
consumer.

Interview and Analysis:

While having interviews from different consumers and storekeepers we got to know
the following pros and cons of Surf Excel.
We had interviews with our colleagues and neighbours in the area of PECHS that
which brand of washing detergent they use at home and why? Majority of them told
them they use Surf Excel because it delivers what it promises. After washing clothes
they get good fragrance and whiteness in the clothes. One of the consumers told us
that they use surf excel because it does not harm their washing machine and it is
highly compatible and easy to use with washing machines. We also got to know that
majority of the consumers use 2kg SKU as it is enough for their family for a whole
month. However some of them told us that they use Ariel because while washing

clothes it makes more foam than surf excel and they have the concept that more
foam gives more whiteness

While interviewing a shopkeeper located in the area of Soldier Bazar named as Raza
brothers that on an average the sale of Surf Excel is greater than the sale of Ariel
and when we asked with SKU is sold more in that area we got to know that 1kg SKU
is sold more at their shop because people living in that locality are lower middle
class it is more than enough for a month. As they do not have any computerized
system of sales, so sales data can be furnished depending on the purchases from
supplier. When we asked that what is the response of matic formula of surf excel,
the owner of the shop told us that sale of matic products is bit slow which means
that majority of the people in this area do not have full automated machine.
We had also interviewed some of the consumers in areas of Gulistan-E-Jauhar in KK
Mart and Zam Zam Mart, most of the consumer do believe that Surf Excel giving
them whiteness which is promised through TV and Sign board advertisement and
they are being loyal to this brand.
We also try to encourage them to buy any other product like Ariel and Bonus.
Comments are really surprising that they are using Surf Excel for more than 10
years and cant give a risk to any new clothes.
We tried to get sales data from Zam Zam Mart but they are only giving us info. that
Surf Excel is more selling product than any other washing detergents.

Variants of Surf Excel:

NOTE: Top load is most expensive and is used for more stubborn fouling and
excessive stains.

SKU wise price comparison: (Top competitor)

We are comparing prize of normal Surf Excel with Ariel in below chart

SKU Size

Surf Excel

Ariel

20 gm

45 gm

10

10

95 gm

20

25

235 gm

50

500 gm

125

125

1 kg

250

255

2kg

455

460

4.5 Economy
Pack

895

695(3kg
Economy Pack)

Surf excel matic prices are shown in the chart below.

SKU Size

Surf Excel
Top Load
Matic

Surf Excel
Front Load
Matic

500 gm

145

155

1 kg

290

310

NOTE: Above figure shows that that surf excel has more SKU than Ariel and is
relatively low in price on higher size SKUS

Market Share:
In term of market share Unilever Surf Excel enjoys the maximum share; graphically
it can be represented as:

NOTE: Market share plays a prominent role in business research and standing of the
product in the market. Although Surf Excel is the leading brand by evaluating of the
result of market survey.

CONCLUSION:
By all these comparisons we can conclude that Surf excel is the leading detergent in
Pakistan when compared to its quality, quantity and prices with the other powder
laundry products.