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    Promotional Mix

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    kabeerdaskdn
    The document discusses Surf Excel Pakistan's promotional mix and strategies. It analyzes how Surf Excel uses a combination of advertising, public relations, and personal selling to effectively promote its brand beyond just its products. Specifically, it weaves compelling narratives in its Ramadan advertising campaigns to connect with consumers on a personal level and promote positive messages. It also discusses how Surf Excel enhances its public relations through charitable activities that spread happiness, such as visiting children's hospitals. The brand's approach transcends basic product promotion to build a positive and enduring image.

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    Promotional Mix

    Uploaded by

    kabeerdaskdn
    16 views2 pages
    The document discusses Surf Excel Pakistan's promotional mix and strategies. It analyzes how Surf Excel uses a combination of advertising, public relations, and personal selling to effectively promote its brand beyond just its products. Specifically, it weaves compelling narratives in its Ramadan advertising campaigns to connect with consumers on a personal level and promote positive messages. It also discusses how Surf Excel enhances its public relations through charitable activities that spread happiness, such as visiting children's hospitals. The brand's approach transcends basic product promotion to build a positive and enduring image.

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    Promotional mix

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    The document discusses Surf Excel Pakistan's promotional mix and strategies. It analyzes how Surf Excel uses a combination of advertising, public relations, and personal selling to effectively promote its brand beyond just its products. Specifically, it weaves compelling narratives in its Ramadan advertising campaigns to connect with consumers on a personal level and promote positive messages. It also discusses how Surf Excel enhances its public relations through charitable activities that spread happiness, such as visiting children's hospitals. The brand's approach transcends basic product promotion to build a positive and enduring image.

    Copyright:

    © All Rights Reserved
    Download as DOCX, PDF, TXT or read online from Scribd
    Download as docx, pdf, or txt
    16 views2 pages

    Promotional Mix

    Uploaded by

    kabeerdaskdn
    The document discusses Surf Excel Pakistan's promotional mix and strategies. It analyzes how Surf Excel uses a combination of advertising, public relations, and personal selling to effectively promote its brand beyond just its products. Specifically, it weaves compelling narratives in its Ramadan advertising campaigns to connect with consumers on a personal level and promote positive messages. It also discusses how Surf Excel enhances its public relations through charitable activities that spread happiness, such as visiting children's hospitals. The brand's approach transcends basic product promotion to build a positive and enduring image.

    Copyright:

    © All Rights Reserved
    Download as DOCX, PDF, TXT or read online from Scribd
    Download as docx, pdf, or txt
    of 2

    Promotional mix: combination of advertising, sales promotion, public relations, personal selling, and direct

    marketing that a brand uses to promote its products or services.


    A detailed study of a brand's promotional mix involves analyzing and evaluating the specific strategies and
    tactics used within each of these promotional tools to achieve the brand's marketing objectives. This includes
    understanding the target audience, the key message or value proposition being communicated, the channels
    or media used to reach the target audience, and the budget and resources allocated to each promotional
    activity.
    By studying a brand's promotional mix in detail, marketers can identify strengths and weaknesses in the
    current approach and make informed decisions about how to optimize the mix to better achieve their
    marketing goals.

    Advertisements:
    Surf Excel consistently exceeds the expectations and resonates with the local population through their
    advertisements by weaving a compelling narrative with relatable characters that connect with individuals on a
    personal level. This approach transcends merely promoting the brand and its quality, resulting in a positive
    and enduring brand image.

    Slogan: Daagh Tou Achay Hotay Hain


    Ramzan series:
     2016: Madad Ek Ibadat
     2017: Neki Ek Ibadat
     2018: Ek Neki Rozana
     2019: Eesar Ek Ibadat
     2020: Neki Nahi Rukegi

    Surf Excel Pakistan goes beyond promoting its detergents during Ramadan by incorporating a positive message
    that resonates with the spirit of the holy month, emphasizing the importance of assisting others. This message
    is seamlessly integrated with the brand's slogan to create a powerful and impactful campaign.
    Khushiyon Ka Sadqa:
    The idea is to educate kids and adults about how sadqa shouldn’t be limited to financial assistance, or charity,
    as we usually call it. You could spend time with someone, do what they enjoy or make them smile. This way
    you are giving them the gift of happiness, which is in essence a form of sadqa.
    Public relation:
    1. With the spirit to spread happiness and lead by example, the Surf Excel team visited Indus Hospital
    during the entire month of Ramzan(2022) where they spent quality time with the kids who are battling
    cancer. The idea was to brighten the days of those precious souls, many of which don’t even
    understand the severity of their condition.
    The month was full of engaging activities in which the kids participated with a lot of excitement. Some of these
    activities included drum circle rounds, arts and crafts, magic shows, storytelling sessions, and t-shirt painting,
    with the last week being all about the Eid Bazaar. It was an open market where the kids could pick out items of
    their liking. Seeing their faces light up at the prospect of getting new clothes and toys was a feeling that can’t
    be described in words.

    2. Idara-e-taleem-o-agahi
    https://www.itacec.org/tools_schools_picture_gallery_activity1.php

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