PREPARED BY:-SONI SINGH

HR+IBSIMMC

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 it’s 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

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 “

source : IMRB

Surf Excel Ariel

To continue market leadership 37.8% in Indian Market 

To increase market share7.7% P&Gin Indian Market

Approaching New Markets Switch Consumers from Existing Brands in the present Market

Launching Product Extensions Product Innovation

Maintain Brand Loyalty Increase Brand Loyalty

8/7Rating

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 QUICK WASH

SURF EXCEL BLUE

SURF EXCEL 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.

A family brand with tough stain removal and caring image.- 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

Rating7/6

SKU’s – 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

- Change from Rational Appeal to Emotional Appeal Marketing 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

Rating7/6

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

Hindustan Lever Ltd (HLL) followed :

- Surf Excel sachet (50% reduction) - Rs1.50

SECOND SLASH : P& G cut prices on large packs, HLL followed

Rating7/5

source : India Infoline Report 2004

HLL – SURF EXCEL

• Largest and the second most profitable busin(42.6 % Input, 2004) hence stakes higher

Maintaining Brand Equity

• Rin Supreme price comparable to Surf Excel Blue

• Regional Players

 

P&G - ARIEL

• Marketed at 100% subsidiary

of P&G, USA hence can absorb losses

Target Market Fragmentation

• Tide v/s Ariel

Rating8/6

SURF EXCEL

• Strong R&D.

• Offers & Schemes.

• Strong Distribution Channel.

STRENGTHS

WEAKNESSES

SURF EXCEL

• Expenses On Advertising.

OPPORTUNITIES

THREATS

• Competition from organized and unorganized players.

• Increased level of price competition.

• Penetration in rural areas.

• Both Can Increase Their Frequency Of Usage.

• New Consumer Markets

Rating7/5

Rating7/5

Surf Excel Ariel

The Lalitajee Campaign Consumer Attitudes researched new technology and compact powder for washing machines Ariel Springclean with fresh fragrance

Surf Excel Automatic Testimonials by IFB

'Ariel - Whirlpool Superwash' - buy a Whirlpool Washing Machine for Rs.238/- in Equal Monthly Installments

Daag Acche Hain Variants in the market

Rating7/5

51/40

FinalRating

Surf - Experienced Player - Competitive Advantage with well laid distribution and retail network

- Innovative advertising approaches

- Willingness to venture out with new variants