...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...
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...Advertisement 6Surf Excel’s Advertisement(Brother & Sister Duo) Hindustan Unilever Limited introduced Surf in 1959, introducing the first detergent powder into the country. At the time, housewives used laundry soap bars to washclothes. Surf offered them significantly better clean, with much less effort. The promise of ‘superlative whiteness’ – the articulation of a great clean at the time, connected with consumers and helped to establish the brand. Surf was the first national detergent brand on TV; the brand used TV to effectively educate their consumers on how to use detergent powders in a bucket for a better wash. Surf Excel made a big “splash” with their “Daag Achhe Hain” advertising campaign. The following is an analysis of the first such commercial. The advertisement features a brother and sister duo walking home from school, when the little girl falls into a puddle of mud. Crying, she looks to her brother for help. Her brother gets an idea and starts “beating up” the puddle of mud, demanding an apology. After a time and a lot of mud on his uniform, he stands up and says, “Sorrybola.” The narrator then removes all apprehensions of dirt and stains and says, “Daag Acche Hain.”This advertisement is universally well-loved. This is so because it does a lot of things right. It makes use of children’s appeal to get the advertising message across.The advertisement does what seldom others do cater to the emotions and sentiments of the viewers – and succeeds with it. Not...
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...SUMMARY: Surf excel has been following the Unilever’s message i.e. add vitality to life. Similar is with surf excel. 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 product is decided by matching the marketing insights with the local insights. The marketing report of the brand should match the region’s attitude so that the product can fulfill and satisfy the customer’s need and expectation. 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. Distribution pricing strategy is determined in such a way so as to suit all forms of trade (GT, LMT, and IMT) along with customer’s purchasing power. Promotion was the most important ingredient in the revival of Surf Excel. The event Paint Masti created a name of the brand. Relaunch of the Surf with the tagline “Dirt is Good” helps in differentiating the product, because all other brands are still focusing on the fact that dirt is bad. The selection of place to communicate the brand’s message is a crucial process. The team of Surf Excel chooses the most...
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... | |Jaheda Sultana |2009-1-10-029 | |Md. Tanvir Hossain |2009-2-10-344 | |Md. Towhidur Rahman |2009-1-10-152 | Principles of Management Course Code: Mgt101 SUBMISSION DATE: 11August, 2010 East West University Transmittal Message 16 August 2010 Course Instructor, Dr. Nazrul Islam, MGT-101, Sec-2, Principles of Management East West University. Subject: Letter of Transmittal. Dear Sir, With great pleasure we submit our project report on “Analysis of Planning for Surf Excel in Bangladesh” that you have assigned to us as an important requirement of the MGT-101 course. We have found the study to be quite interesting, beneficial and insightful. We have tried our level best to prepare an effective and creditable report. We honestly hope that our analysis will help to give idea of management planning of a business in the real world. We hope you will find this report worth all the labor we have put in it. Yours Sincerely, Md. Towhidur Rahman Jaheda Sultana Md. Tanvir Hossain Table of contents: Acknowledgement …………………………………………………….5 Executive summery……………………………………………………6 Introduction……………………………………………………………7 Objectives……………………………………………………………...8 Research...
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...12Conclusion««««««««««««««««««««««««««....13Brand Image««««««««««««««««««««««««««15Conclusion«««««««««««««««««««««««««««16Brand Judgments««««««««««««««««««««««««.17Conclusion«««««««««««««««««««««««««««18Brand Resonance««««««««««««««««««««««««.21Conclusion«««««««««««««««««««««««««««22 Point of Parity««««««««««««««««««««««««««««..23Point of Difference««««««««««««««««««««««««««...24Recommendations«««««««««««««««««««««««««««..25Limitations«««««««««««««««««««««««««««««...26IntroductionThe project is based on the survey conducted to perform a comparative analysis between the two detergent brandsSurf Excel and Ariel. The purpose of the survey is to analyze the comparison between these two brands on the basisof points of differences and point of parity and to judge different aspects of the brand which make customers loyal,associated and in favor of one brand more than the competing one.Surf ExcelSurf Excel is the product of Unilever. Surf Excel is the oldest detergent brand to be present in Pakistan since...
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...Resume Name: TANIMA BHAUMIK Work Experience – Fresher |Education | |Year |Institute |Degree |Specialization |Marks/Grade | |2010- 2012 |GLOBSYN BUSINESS SCHOOL |PGDM |MARKETING |CGPA-5 | |2004 -2008 |JIS College of Engineering , Kalyani |B.TECH |BIO-MEDICAL ENGG. |81 % | |2003 |Asokenagar Banipith Girls Higher |W.B.C.H.S.E |SCIENCE |58 % | | |Secondary School | | | | |2001 |Asokenagar Banipith Girls Higher |W.B.S.E |GENERAL |66 % | | |Secondary School | | | | Summer Internship at ‘Max Bupa Health Insurance’ “Awareness of Health Insurance in Indian Economy ” – A comprehensive market survey of Insurance industry and creating awareness of health insurance. It also included selling Individual and Group health insurance policies. Projects done during PGPM ➢ MARKET RIVALRY: LUX Vs LIRIL ➢ MOTIVATION ➢ SUGGESTIVE MARKETING...
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...Marlon Christopher T. Cadungog October 1, 2014 BSIT – 1B Ms. Jo Janine Nikkie I. Tuna English 1 Soul Surfer Soul Surfer is the inspiring true story of teen surfer Bethany Hamilton, who lost her arm in a shark attack and courageously overcame all odds to become a champion again, inspiring millions worldwide through the love of her family, her sheer determination, and her unwavering faith in Jesus Christ. This essay will cover some questions and their answers through explanatory paragraphs. Compassion: Changing People’s Point of View Why does compassion change the way we view things? Let us first define it: It is the pity for suffering, with the desire to help or to spare. The definition itself explains the answer of the question. Compassion can be the natural instinct of a merciful individual who tends to help mostly those who are needy as of certain individuals - who are more likely Samaritans - being practiced. Compassion changes our viewpoint because of this, since it provides us the courage and will to change and to be open for new possibilities and opportunities, as Sarah told Bethany that it could move people to do great things and can also provide a new perspective. It could also be considered as a life changer, as it can greatly influence individuals that have gone through several trials and problems. It can also empower us to be prudent; being persistent enough to do good things with faith in God towards other people, especially our loved...
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...Billabong International began its operations in 1973, thanks to the inventive of the founder, Gordon Merchant, who wanted to create new kind of surfboards for better enjoying is favorite activity (Billabong 2009). From the North Burleigh factory the company grew exponentially: during the 80’s Billabong went international, during the 90’ it consolidated its position in the international scene and from 2001 it began a series of acquisitions that expanded Billabong products from surfboards to wetsuits, snowboard, outwear, watches (Billabongbiz 2011). The strength of Billabong it has always been its brand. For example a 2008 research of the firm BrandFinance, evaluated the worth of Billabong brand equal to $1.6 billion, 41% of the company’s value (SmartCompany 2008). That it explained with the fact that Billabong operates in the highly competitive and very brand-conscious surfwear industry. The surfwear industry exploded in the 80´: when it comes to garments, all the major technical brand began to be available not only to the specialists, but also to the rest of the consumer population This created a big opportunity for all the mayor competitors alongside with Billabong, but also put pressure on them, since they were force to find a balance between two different direction, one leading to the basic market of surfers and the other to the secondary market of the emulator. This is a tricky combination, because, while the dedicate surfer is more interested in the utility of...
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...Soul Surfer In the 1960s, the term “soul surfer” was used to describe a surfer who surfed for the pure pleasure of surfing. Though they may enter competitions, a soul surfer is more so motivated by a spiritual, compassionate, peaceful way of life. The movie, Soul Surfer is a film adaptation based on the 2004 autobiography Soul Surfer: A True Story of Faith, Family, and Fighting to Get Back on Board by American professional surfer, Bethany Hamilton. The main characters at the heart of the story are Bethany Hamilton who lives in Kauai, Hawaii with her parents Tom and Cheri, and two brothers, Noah and Timmy, who all happen to be surfers as well. But Bethany, along with her best friend, Alana Blanchard has a passion for the sport and work to become competitive professional surfers. Another character that plays a major role in Bethany’s life is her youth ministry leader, Sarah Hill. In the film, Bethany narrates and retells her story of how as young teenage girl, she lived and breathed surfing and being in the water and her dreams and goals of becoming a professional surfer. It’s an account of her life on how after losing her arm in a shark attack she had to adjust to life as a handicap and had to decide whether it was going to define her as handicap. Throughout the film, Bethany tries to find a way to recover her “soul” by looking to her Christian faiths and beliefs that somehow she felt were being tested. Media attention was brought to the family resulting of the shark attack...
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...Beachbeat Surfboards is a surfboard manufacturer and retailer located in the United Kingdom. They specialize in high quality customizable surfboards. Within its 26 years of service Beachbeat has produced and sold thousands of surfboards throughout the world, becoming one of Europe’s premier board producing factories. Originally started by a board shaper named Chops Lascelles, Beachbeat has become a major player in the surfboard industry. His mission was to bring the highest possible quality surfboards to surfers around the world. This could be achieved through his desire to make many types of quality boards so that people could ride better. He wanted to create boards that “follow function, not fashion”. The company has grown from one man to nine people working many hours to produce top quality surfboards. The production process runs through 8 stages with each person specializing in an area to maximize efficiency and quality. The assembly line process can produce a custom board in around a week. With shipping times added in a board can go from being a customer design to breaking waves in 3 weeks. This time length allows the company to maintain its high levels of quality and precision work, without forcing the customer to wait long amounts of time to ride their new board. The first step in any board shops production is shaping. The board is cut into the general “surfboard” shape and then sanded and cut down to its final shape. The shape can take on many different forms...
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...What is the wave of future surfboard? This is a question that has been asked by surfboarding aficionados since the 1960’s. According to the Firewire Surfboards case study, many surfers prefer their “gear” old school or custom-shaped to order. At the San Diego based, Firewire Surfboards, developer and CEO, Mark Price, has challenged those very ideals with the creation of his far lighter, stronger, and more flexible foam to make their boards. The issue lies with having the surfing community accepts the fact that change must happen to launch the sport to the next level. Firewire Surfboards was launched in 2005 by Mark Price to create a surfboard that according to him, “Will create wave-riding magic”. Mark Price, a former surfing pro, understands that there is competition that can hinder the success of his business. The biggest hurdle for Firewire is the past. Many surfers prefer to have their equipment custom-shaped to order. To try to tap into this market, Firewire is introducing its first custom board line and so that their product can reach the “hard-core” surfers. Firewire Boards is prepared to sell the new line for a bit more than $600.00. On the other hand, Channel Islands (competitor), sell’s their off-the-rack boards for $ 650.00. In the end, many of the local shops are trying to buy boards from Firewire and put their mane on the product. Firewire is also looking to tap into the developing of boards for beginners that can help them compete with companies like Surftech...
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...definition of determination. In her youth she pioneered to get women to be taken seriously as professional athletes. She has had to overcome many obstacles at such a young age such as the attack, rejection, and equal treatment. But these setbacks and sacrifices have led her to be victorious despite only losing one battle. She had a dream to be a professional surfer but it wasn’t as simple as that. Bethany Hamilton was born in Kauai, Hawaii into a family of surfers. At such a young age surfing was a big part of her life. At age eight she entered in a state-wide surf competition and won both the long board and short board divisions. Later, she was then the runner up at a national competition. Bethany had one dream, one goal in life, and it was to become a professional surfer. This all changed in the blink of an eye. At age 13 it was just like any other ordinary day when she went out into the water to do what she loved most, surf. Bethany was waiting for a wave when all of a sudden a shark bit her left arm and pulled her underwater. One shark was all it took to ruin her dream, but not for Bethany. After this brutal attack, Bethany was left with only one arm. She had to go through multiple surgeries just to survive. She lost over sixty percent of blood due to this attack. This not only affected her physically, but emotionally as well. “Courage, sacrifice, determination, commitment, toughness, heart, talent, guts. That’s what little girls are made of; the heck with sugar and spice” (Hamilton...
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...Creed McTaggart is a 19 year old fresh faced kid from West Australia who is known best for his unique modern style of surfing. He is a laid-back bloke who listens to grungy music, has long hair and has for the last six months been continuously been nominated for the hippest dude in the surf. He’s been postured as a cultural magnate, photographed just as much out of the surf than in it. He’s been moulded into the most unique character within the surfing industry. He is extremely well educated in music, has a tweaked full rotation and shreds at skating. He is young, wild and cruises around the world surfing and conceptualising projects to keep him moving. Creed is sponsored by a large number of big name surfing brands such as: Billabong, Epokhe eyewear, Globe footwear and Hayden Shapes surf boards. First...
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...radically. The sport which was once not even known to more than a handful of people has traveled across the globe. Even though there are still several isolated and undiscovered, hundreds of surf spots are frequented by different types of surfers every day. There are numerous surf spots from northern to southern California, however, here is the list of our top five: Rincon, Santa Barbara Situated on the border of the Ventura and Santa Barbara County line, Rincon is divided into 3 breaks - Rivermouth, Indicators, and the Cove....
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...Soul Surfer is an autobiography about the life of Bethany Hamilton. Residing in Hawaii and her parents being surfers, Bethany was drawn to the water and surfing. However, at age thirteen while surfing with her best friend, Bethany was severely attacked by a fourteen foot tiger shark which resulted in the loss of her left arm right under her shoulder. Throughout the attack and the aftermath of it, Bethany remained calm, hopeful, and maintained her faith in God. All of these attributes led Bethany to begin surfing again and become a successful professional surfer and inspiration to many people. Soul Surfer and Bethany Hamilton can serve as a worldwide inspiration to motivate people to keep persevering through life even under unfortunate circumstances because you never know what the future has in store for you. This idea can be seen on page 198 when Bethany relates life in general to surfing and says “Life is a lot like surfing… When you get caught in the impact zone, you’ve got to just get back up. Because you never know what may be over the next wave.” This quote is an underlying message throughout the entire book and is applied to Bethany’s life as well as anyone in the human population. Bethany in particular faced a devastating hardship when at age 13, she was attacked by a shark while surfing which resulted in the loss of her left arm. At the time, it seemed as if her promising future as a surfer was derailed. However, Bethany’s determination and faith in God led...
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