NAME: Manseerat Kaur ROLL NO: 9334 CLASS: TY BMM (Eng - Ad) SUBJECT: Media Planning

Vs.

Surf Excel:

A Journey in Brand Communication

Surf Excel, launched in 1959, is one of the oldest detergent powders in India and Pakistan. Initially, the brand was positioned on the clean proposition of washes whitest. However, with the emergence of numerous local detergent manufacturers and the entry of other global brands, Surf Excel underwent various changes in its Brand Communication. This is in line with the global communication platform of Dirt Is Good, which is a communication strategy of Unilever for its premium detergent products. Surf Excel leads the Premium Fabric Wash Category in India.

History of Advertising
Informational Appeal from early days of Lalitaji. Ads have been only about unhappy housewives. Comparison of white shirt and yellow shirt. Boring stereotype, predictive and formulaic ads.

Breaking the Clich

Says its OK to soil your clothes for a good cause. Known for its newness, simplicity and clutter breaking ability. Emotional connect with the audience. Focus centered on people rather than brand or the product, intangible aspects are highlighted.

Present status
Came up with Surf Excel Forgiveness Campaign (Sequel of Daag Acche Hain). It has increased the brand recall value.

Tagline

Daag Acche Hain

Segmentation
Demographic
Women, aged 25 and above Housewives esp. with kids High and upper middle income groups

Geographic
Tier 1 and Tier 2 cities Bulkier SKUs in Urban markets Started targeting rural markets Geo

Psychographic
Targeting A1, A2, B1, B2 SEC

Behavioural
Targeting quality driven customer who are ready to pay for a premium product.

Media Strategy (Traditional)

Various categories of communication systems like broadcasting, print media, etc. are used for Surf Excel. Billboards and posters. In the Print Media, such as newspapers, magazines, direct mails, outdoors, etc. are used. In the broadcasting media, television and radio (FM channels) are the major tools. The frequency of ads is higher during the time slots 1.00 pm to 3.00 pm and 9.00 pm to 11.00 pm for stronger impact on target population.

Word of mouth publicity.

Media Strategy (Non- Traditional)

Title sponsors of TV shows (Surf Excel Little Masters). Every year Surf Excel organizes childrens festivals Kala Ghoda 2010, 2009; Anand Mela 2007, D-Mart 2008.

Surf Excel has its own YouTube channel wherein children share their Dirt is Good experiences. Surf Excel tied up with the movie Chillar Party. Organizes various competitions, e.g. Worlds largest Hand-Printing Competition (over 70,000 children participated), Surf excel smart choice contest (lucky winner to get Whirlpool washing machine). Online promotion strategies website www.surfexcel.in.

Various initiatives Surf Excel and You suggesting mothers to encourage active learning in their children, mothers pride in which mothers can share their pride stories - special moments from the moment they have children, knowledge beyond books, expert advice.

Childrens Club Social media marketing through facebook Santa Claus Carnival etc.

Impact

Long lasting impact on the consumer because of its emotional connect. Developed a positive attitude towards stains by highlighting childs happiness over stained cloths. 15-20% increase in sales in the Indore area. In a semi-urban area like Rau, sales increased by about 150% (from 6 Kg a month to 15 Kg a month in a retail shop) over last 1.5 years. Out of 30 homemakers interviewed, brand recall was found to be about 80%.

Ariel

Ariel is a marketing line of laundry detergents made by Procter & Gamble. Ariel first appeared on the UK market in 1967 and was the first detergent with stain-removing enzymes.

Tagline

Ariel ki dhulai, dilo ko paas lai.

Segmentation
Target Customer
General consumers Colour sensitive of clothes Washing machine users Newly married couples Women

Demographic: Family size Benefits: Quality, Service, Income Niche marketing Urban and semi urban areas User status: regular users, potential users and non users.

Media Strategy
Promotion
Radio Hoardings Consumer promotion Fragrance oriented and eco friendly Newspaper Various promotional offers

Marketing objectives

Surf excel
To continue market leadership, 37.8% in Indian Market. Approaching New Markets.

Ariel
To increase market share, 7.7% P&G in Indian Market.

Launching Product Extensions. Maintain Brand Loyalty.

Switch Consumers from Existing Brands in the present Market. Product Innovation. Increase Brand Loyalty.

SWOT Analysis
Strengths Surf excel
Strong R&D. Offers & Schemes.

Ariel
Global brand presence. Less number of intermediaries in distribution channel.

Strong Distribution Channel.

Weaknesses Surf excel

Expenses On Advertising.

Ariel
Less Offers & Schemes.

Opportunities for both

Penetration in rural areas. Both Can Increase Their Frequency Of Usage. New Consumer Markets.

Threats to both
Competition from organized and unorganized

players. Increased level of price competition.

Conclusion:
After this research, I have come to the conclusion that: Marketing strategy of Surf Excel is much better then Ariel. Surf Excel reaches its target audience in an effective manner than Ariel. Surf Excel has more exposure and brand recall than Ariel. Surf Excel has already established itself as a premium brand and Ariel is on the stages of proving itself as a premium brand. Ariel should increase its advertising strategy in order to get more exposure, should indulge in more events like Surf excel. Sales of Surf Excel are just growing.