Target Segment of Surf Excel in Bangladesh
Need
Washing and cleaning clothes.
Benefits
Surf excel is putting efforts to provide a product from which customers will have superior quality in washing clothes. They are also trying to serve a value standard, form which consumers will have a platform where customer will have a cause to be confident about their clothing and cleanliness thus become tension free.
Segmentation
Demographic * Main target is housewives with kids. That refers to a age between 25 to above. Surf excel have targeted this age group of women because group with this characteristics are mostly the decision makers of detergent powder or clothing washing materials for the home. Specifically in our sub-continent, most of the women over 25 of age are housewives. They are the responsible person for the cleanliness in home.
Economic
* Price of a 500gm pack of surf excel is Tk. 99 in Bangladesh. Which is a whole month of detergent supply for an idol family. But there are lot of other brands in the market with different price tags in the market. For an instance, one can purchase 500gm pack of Wheel or Chaka washing powder at Tk. 37 or 900gm pack of Rin washing powder at tk. 110, which is lot cheaper than Surf Excel. On the contrary, the same person can purchase 2.5kg of Breeze detergent powder pack for Tk. 836, which is comparatively expensive.
Which means, surf excel has targeted families with higher middle class or above status, who can afford the price of their product. Geographic * Mostly urban consumers.
Because, first of all, most of the rural area people in Bangladesh are not above the middle class status. Secondly, cheaper and local products, such as Chaka washing powder has already occupied a great position in rural market by being presence and price leader. Psychographic * Surf Excel is known for the famous tag-line