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Market segmentationis amarketing strategy that involves dividing a broadtarget marketinto subsets ofconsumers who have common needs and priorities and then designing and implementing strategies to target them. Companies createproduct differentiationstrategies to target market segments. INTRODUCTION TO MARKET SEGMENTATIONINTRIDUCTION TO SURF INDUSTRY Detergents are chemicals that are effective surface and coming instead of soap in many of the uses and areas , in the home and even the factory are preferred in some uses because of its specification is better than soap in hand uses this .

Types of detergents- 1 - General detergent laundry, or detergents for all purposes) 2 - Cleaners Uses easy. 3 - Detergents harsh surfaces. 4 - Detergent dishwashers mechanism


Hindustan Unilever limitedProctor and GambleNirmaGhari detergent(HUL) Nirma P & GWheel Tide Surf excel ArielRinHULSurf Excel, launched in 1948 under the brand name Surf inPakistan& in 1959 launched inIndia as a firstdetergent powder. Initially, thebrandwas positioned on the clean proposition of washes whitest.. This is in line with the global communication platform of Dirt Is Good, which is a communication strategy ofUnileverfor its premium detergent products.

MARKET SEGMENTATION OF SURF EXCEL 1) The segment for which the brand is intended is the customer of premium powders, which are sold in the price range of Rs.75/- per kg and above. In the premium segment, detergents sell in the price range of Rs. 80 120/-; and the major brands are Surf, Henko, Tide, and Ariel.2) Surf Excel (mummys best friend) is positioned as the brand that a housewife will look to upgrade herself to get better cleanliness without damaging the clothes. 3) The brand is clearly segmented a premium and up market brand and the achievements show an upper-middle to upper class small family with a fashionable home and modern clothing collection. Variants in surf excel packaging according to demandsSurf Excel Cleaning Products Clothes Care:Surf Excel Liquid DetergentSurf Excel Easy WashSurf Excel Quickwash:Surf Excel QuickwashSurf Excel Matic Top Load:Surf Excel Matic Top LoadSurf Excel Matic Front Load:Surf Excel Matic Front LoadSurf Excel Bar:Surf Excel BarPRODUCT DESCRIPTIONSurf Excel Blue Powder 500 gms BagSurf Excel Blue Powder750 gms BagSurf Excel Blue Powder 1.5 Kgs BagSurf Excel Blue Powder 3.3 Kgs Bag with BucketSurf Excel Blue Powder 4 Kgs BagSurf Excel Quickwash 14 gms BagSurf Excel Quickwash200 gms BagSurf Excel Quickwash500 gms BagSurf Excel Quickwash1 KgBagSurf Excel Quickwash2Kgs BagSurf Excel Matic Top Load 500 gms BoxSurf Excel Matic Top Load1Kg BoxSurf Excel Matic Top Load2Kgs BoxSurf Excel MaticFront Load 500 gms BoxSurf Excel MaticFront Load1Kg BoxSurf Excel Matic Front Load2Kgs Box Wheelis a brand oflaundry detergentmanufactured byHindustan Unilever ,launched in 1987. This product was created specifically by Hindustan Unilever to counter Nirma, the low cost detergent, which had taken the ground away from Surf, the top selling detergent at that time from HUL. WHEEL

Market segmentation of wheel

Active Wheel Powder is available in three variants according to customer demands with pleasant fragrances such as:Active Wheel Lemon & OrangeActive Wheel Lemon & JasmineActive Wheel Gold

Wheel is a detergent brand that caters to the laundry needs of the mass market. It was first launched in the year 1987. Wheel Green is the single largest detergent brand in India in terms of market share and value.

The brand is intended in the popular range segment, which consists of powders sold in for Rs.18 22 per kg. The popular segment was founded as a result of the launch and subsequent success of Nirma. Rin was traditionally, the detergent bar brand from HUL. In 1990s company launched the Rin brand of detergent powders in order to fight the competitors by leveraging on the strong brand enjoyed in the detergent bar market. The detergent powders from the Rin family are:Rin Shakti PowderRin SupremeRin Refresh Lemon and RoseRin Perfect ShineThis category consists of mid-priced segment detergents ranging from Rs.35 50 per kg.


Introduction to proctor & gambleProcter & Gamble Co., also known asP&G,is an Americanmultinationalconsumer goodscompany headquartered indowntown Cincinnati, Ohio, United States, founded byWilliam ProcterandJames Gamble, both from the United Kingdom. Its products includepet foods,cleaning agents, and personal careproducts. Prior to the sale ofPringlesto theKellogg Company its product line included foods and beverages. In 2012, P&G recorded $83.68 billion in sales.

Arielis a marketing line oflaundry detergentsmade byProcter & Gamble. It is the flagship brand in Procter & Gamble's European, Mexican, Japanese, Filipino, Pakistani, Indian, and Venezuelan portfolios. In some U.S. stores, Mexican Ariel is available. Ariel first appeared on the UK market in 1967 and was the first detergent with stain-removing enzymes.


Market segmentation of arielAriel CompleteAriel AntiBacAriel 24-hour Fresh Ariel MaticAriel Color & Style


DemographicFamily size BenefitsQuality, service, income Urban and semi urban areas User status- regular user,potential user and non userHousewives as they are decision makers in mostof the buying situations. Colour sensitiveness of clothes Washing machine users.

Procter & Gamble first marketed Tide detergent to the public in 1946, which coincided with the introduction of the top-loading automatic washer. Tide products may also contain a fluorescent whitening agent, enzymes and fragrances. Tide in powder form comes in box sizes ranging from 15 to 80 loads. SEGMENTATION OF TIDE Tide naturals Tide lemon and chandan Tide jasmine and rose Tide plus Tide bleach


Nirmais a group of companies based in the city ofAhmedabadin westernIndiathat manufactures products ranging from cosmetics, soaps, detergents, salt, soda ash, LAB and Injectable. The brand name became almost synonymous with low-priced detergents and toilet soaps. However, Nirma realized that it would have to launch products for the upper end of the market to retain its middle class consumers who would graduate to the upper end.


COMPARE EFFECTIVENESS OF ADVERTISING STRATEGY OF THESE BRANDSBASIS OF COMPARISON.. continue..HLL's Surf Excel has increased its share in value terms to 65 per cent in March from 58 per cent a year ago, ahead of P&G's ArielMarket shares in the concentrate segment are seen flowing to Surf Excel from Ariel partly due to aggressive consumer promotion schemes by HLLThe difference also lies in distributionDuring 2001, Surf Excel's value share grew by a mere 2 per cent, however it raise by almost 5 per cent in the first quarter of the current year.The concentrate segment comprises less than three lakh tonnes, out of a total detergent market of 23 lakh tonnes per year. Both Surf Excel and Ariel are currently priced at Rs 155 for a 1 kg pack.


Doodh ki Safedi Nirma Se Aae, Rangeen Kapda Bhi Khil Khil Jae

If its got to be clean, its got to be Tide

Kenyas best stain removal detergent in one wash

Salman Khan in Wheel Detergent Ad

The Dirt is Good CampaignNimbu ki shakti aur hzaro phoolo ki khushboo; mehangi wali dulai budget mein smai..SUGGESTIONS

1)Effective product based market segmentation

2) Must reach all ends of markets

3) Focusing more on creating brand awareness

4) Penetrating in new segments 5) Marketing strategy for rural market

CONCLUSIONPresence ofthe personal care products of bothHindustan Uniliver Limited(HUL)&IndianTobaccoCompany(ITC)canbeseenineverysegmentofthemarket.BothHULandITChaveusedthemarketsegmentationpracticesmostefficientlyandcleverlytodividethewholemarktintovarioussegmentsandtosatisfytheneedsof thecustomersofthevarioussegments.BothHUL&ITCusedthepurchasingpoweroftheconsumer,asthemostimportantbases,todividethewholemarketintovarioussegmentsandtrytoofferdifferentproductforeachsegment.ANY QUERYThanks for attentionName-Amanpreet kaurRoll no. -2503Course MBA (Marketing)