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PREPARED BY:-

SONI SINGH
HR+IB
SIMMC
Surf excel has been following the Unilevers 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 regions
attitude so that the product
can fulfill and satisfy the customers need and expectation
History of Hindustan Lever

1959 HUL Introduced SURF.

1970 Launch of Nirma Power. Brand Lalitajee launched.

1990 Emergence of concentrate & Mid price segment powers.


Ad Campaign Daag Doonthe rah jaoge was launched.

1996 Surf Excel launched. Ad Campaign Jaise bhi Daag ho, Surf Excel hai na

2003 Surf Excel Quick wash launched Ad campaigns on Shortage of water across country

2005 Ad Campaign Daag Acche hai na .

2006 Rin Supreme BAR. Ad campaign Good news, Bad news


Laundary Care
Market

Washing Powder Liquid


Detergent Bars
(51 percent) (New Entrant)

Segmentation Of
Detergent
Powder Market

PREMIUM MASS MARKET

Ariel- Ultramatic & Spring MID PRICED Wheel , Fena, Nirma,Ghadi


clean Surf -Automatic & etc.
Quick wash Surf Excel Blue, Tide,
Stain Champion

source : IMRB
Surf Excel Ariel

To continue market leadership To increase market share


Rating
37.8% in Indian Market 7.7% P&Gin Indian Market
8/7

Approaching New Markets Switch Consumers from Existing


Brands in the present Market
Launching Product Extensions Product Innovation
Maintain Brand Loyalty Increase Brand Loyalty

COMMON MARKETING OBJECTIVES

- Ensure top-of-the-mind recall


- Increase Frequency of Usage
- Launching Variants in the Washing Machine Category
- R&D for new product innovations
SIZE SURF EXCEL SURF EXCEL SURF EXCEL
QUICK WASH BLUE AUTOMATIC
SACHET Rs.2/- Rs.2/- -

200gm Rs.23/- Rs.20/- -

500gm Rs.56 Rs.41 Rs.80/-

1kg Rs.109/- - Rs.155/-


Surf was launched in 1959.

Rating
A family brand with tough stain removal and caring image.
7/6
- International to Ultra to Excel

Surf Excel is available in 4 variants:


Surf Excel Blue
Surf Excel Quick Wash
Surf Excel Automatic
Surf Excel Detergent Bar
SKUs Stock Keeping
Units
Sachet packs (Rs. 2) of Surf and
Ariel are targeting mass market
consumers, convenience and
affordability

Targeting Upwardly Mobile


group with increase in
disposable incomes
Surf Excel
- Brand Consolidation Strategy Rating
- Change from Rational Appeal to Emotional Appeal Marketing 7/6
messages
Eg. Sasti cheez or achchi cheez me farak hota hai to Daag
Dhoondthe Reh Jaaonge to Daag Acche Hain

Ariel
- Introduced Variants for consumers at lower prices
- New product offerings like Supersoaker Ariel
SECOND PRICE WAR
FIRST SLASH : P&G as new entrant goes with Trial and Shift Consumer
- Ariel 20gm sachets (30% reduction) - Rs2
- Tide sachets (50% reduction) - Re1
Rating
Hindustan Lever Ltd (HLL) followed : 7/5
- Surf Excel sachet (50% reduction) - Rs1.50
SECOND SLASH : P& G cut prices on large packs, HLL followed

source : India Infoline Report 2004


HLL SURF EXCEL P&G - ARIEL

Largest and the second Marketed at 100% subsidiary


most profitable busin(42.6 % of P&G, USA hence can
Input, 2004) hence stakes absorb losses
higher

Target Market
Maintaining Brand Equity Fragmentation

Rin Supreme price Tide v/s Ariel


comparable to Surf Excel
Blue

Regional Players
STRENGTHS
SURF EXCEL
Rating
Strong R&D.
8/6
Offers & Schemes.

Strong Distribution Channel.


WEAKNESSES

SURF EXCEL

Expenses On Advertising.
OPPORTUNITIES
Rating
Penetration in rural areas. Rating
7/5
7/5
Both Can Increase Their Frequency Of Usage.

New Consumer Markets

THREATS

Competition from organized and unorganized players.

Increased level of price competition.


Surf Excel Ariel
The Lalitajee Campaign Consumer Attitudes researched new
technology and compact powder for Rating
washing machines 7/5
Ariel Springclean with fresh fragrance
Surf Excel Automatic 'Ariel - Whirlpool Superwash' - buy a
Testimonials by IFB Whirlpool Washing Machine for
Rs.238/- in Equal Monthly Installments
Daag Acche Hain Variants in the market
Surf
- Experienced Player
Final
Rating

- Competitive Advantage with 51/40


well laid distribution and retail
network
- Innovative advertising
approaches
- Willingness to venture out
with new variants