MAJOR PROJECT ON

COMPETITIVE ANALYSIS AMONG SURF EXCEL AND

ARIEL

Submitted to: - Submitted by:-

Mr. NAVLEKAR SIR ARPIT SHIVHARE

HIMANSHU KALADIA

PRATIBHA CHANDIL

SHIVANI JAIN

SUMIT CHOURSIYA

Table of Content

　

Surf Excel

Introduction SWOT analysis

Ariel

Introduction SWOT analysis

Research Plan

Respondents Demographics

Analysis

Consumer Choice Sales effect Price comparison Brand attractiveness Brand information Brand image Packaging Advertisement

Consumer satisfaction

Frequency of buying

Quantity demanded of Surf Excel

Executive summary

INTRODUCTION

The project is based on the survey conducted to perform a comparative analysis between the two detergent brands Surf Excel and Ariel. The purpose of the survey is to analyze the comparison between these two brands on the basis of points of differences and point of parity and to judge different aspects of the brand which make customers loyal, associated and in favor of one brand more than the competing one.

Surf Excel

Surf Excel is the product of Unilever. Surf Excel is the oldest detergent brand to be present in India since 1954. The company has always believed that dirt is a valuable way to enrich our lives, both young and old. To ensure that everyone, anywhere in the country, can share in this initiative, company investing heavily in developing a range that suits the pockets of all income groups. This has included launching affordable packs that not only offer the top-clean advantages of Surf Excel, but also reduce the time, physical effort and amount of water needed to wash clothes by hand. Surf introduces innovations that challenge laundry conventions. We believe that by giving consumers more than what they would expect out of a washing detergent powder, we help brighten up their day.

SWOT analysis

Strength:

o India largest selling detergent company,

o Brand innovation and renovation.o Reach of the product.o Competitive advantage.o Supply chain & distribution.o Success of the slogan.

Weakness

o Labour & input cost.o Finance.o Managing scale.o Raw material.

Opportunities:

o Indian market for FMCG is growing@ 20%.

o Niche target marketo Market penetration.o Geographical export.

Threats

o Competitor trade strategy.o Urban consumer is shopping less.o Product from its own stable

Ariel

Ariel is the product of P&G. Ariel detergent gives you impeccable cleaning in stain removal. Ariel contains unique ingredients that cannot be found in other detergents, thus it is designed to remove a multitude of stains better. Ariel is perfect for your everyday washing needs. The unique formula has been designed to give brilliant cleaning and long lasting freshness. Clothes will keep that just-washed freshness for longer (for up to 8

hours). Superior cleaning in a choice of Fragrances Ariel’s tag line is “sirf yaadein taaza

rakhe, daag nahin”

　 SWOT analysis

Strength

o A product of P&G, world leader in detergent segment.

o Epitomize stain removal, even the toughest stain in 1st wash.

o Pioneered the use of enzymes tech.o 1st to introduce different fragrances in

detergent.

Weakness

o Poor promotional activity.o Intermittent availability.o Improper pricing strategy.o No advertisement recalls value.

Opportunities

o 5700 crore detergent market.o A big untapped rural market.o Has the potential to become the

market leader.

Threats

• Existing players.• Spurious/counterfeit products in rural

areas • Aggressive price competition

RESEARCH PLAN

Research Objectives

Following are the objectives that are to be met through this research project.

• Analyzing the brand awareness and usage of the two detergents.

• Analyzing the point of differences created by the two detergents and how much successful they are in communicating theses differences to the target market.

• Checking the customer’s ultimate loyalty with their preferred brand.

Research Technique

In our project we have used a descriptive research technique, to find out the consumer’s evaluation of the attributes of the one detergent brand versus the attributes of the competing detergent brand.

Research Tool

To conduct a survey the research tool used is questionnaire. By questionnaire method we have find out the in detail view of the respondents on the purpose under research.

Research Methodology

Overall survey consists of 60 questionnaires. There are 5 members in the group and 12 questionnaires are assigned to each group member. After collecting data based on these questionnaires each individual group member has to write his/her individual analysis

Respondents Demographics

The demographic sample was carefully chosen to maximize the relevant responses for the survey. After the completion of survey we got 50 complete valid questionnaires all were Surf Excel and Ariel users. Social class that we are targeting is upper middle and middle middle class. A huge percentage of the respondents were female. Our main focus was on female respondents because females in a household usually make decisions about washing detergent powders. Keeping this in mind, we went to households with the perspective of getting the female members to fill the questionnaires. At the same time, we also got some questionnaires filled from the male population to get a feel for their responses and their points of view. From out of all these female respondents, another important thing that had to be kept in mind was whether the women filling out the questionnaires were housewives, or workingwomen. This information is important to deduce whether the women actually use the products themselves.

Housewives are more likely to actually use the products themselves, and wash their own laundry. On the other hand, workingwomen are more likely to have their laundry done by servants or maids. This means that these women do not come in direct contact with the use of these products, and rather base their decisions on the views that they get from the actual users of the products from their homes.

It can be seen that, in our sample 70% of the respondents were females, and 30% were males.

ANALYSIS

1. Have you ever purchased Surf Excel or Ariel as your washing detergent powder?

Conclusion -

As per our survey we have analyzed that our entire respondents are user of washing detergent powder. Surf Excel consumers are 50% Ariel consumers are 35%, other brand users are 15%.

2. Do you think Ariel created an effect on sales of Surf Excel?

Conclusion-

As per our research we conclude that 40% respondents say that Ariel created a effect on sales of Surf Excel because of basic reason of good quality.30% of respondents said that there is no sales effect on Surf Excel. Other respondents say that they have no opinion on this question.

3. The pricing of Ariel is high and it’s the cause of its sales decrease as compared to Ariel?

Conclusion-

When we raised this question sales decrease of Ariel the maximum respondents answered the prices are high. As the figures are concerned 70% people said the prices are high so we don’t purchase Ariel ,30% of respondents said that prices are high but the quality is also very good as compared to other brands.

4. What do you find attractive in Surf Excel?

Conclusion-

The respondents mainly found attractive in Surf Excel are its prices and quality. 85% of respondents answered both prices and quality is attractive. 15% said that only prices are attractive.

5. What do you find attractive in Ariel?

Conclusion-

The respondents only found the quality is attractive. The 70% respondents found the quality is attractive. 30% of respondents answered that quality, quantity attractive thus the prices are reasonable.

6. How do you come to know about the product and offers of Surf Excel?

Conclusion-

As the advertisement part of Surf Excel is very strong our maximum respondents were aware about its offers, tagline, and product range. 70% respondents came to know about Surf Excel by electronic media ,20% respondents came to know about Surf Excel by electronic media, word of mouth, print media , 10% respondents came to know about Surf Excel by word of mouth

7. Which brand’s brand image is higher according to you?

Conclusion-

As both the products are well known products in market so brand image of both the products is good but though we analyzed that Surf Excel holds a higher brand image.55% respondents say that brand image of Surf Excel is high because of its advertisement and consumer approach, 30% respondents say that Ariel has good brand image because of its quality, 15%respondents say that other brands has good brand image.

8. Which brand’s packaging you find more at attractive?

Conclusion-

As per the changing era the packaging system of both the products is changed and become very attractive. Our75% respondents answered that packaging of Surf Excel is good and 25% said they like Ariel’s packaging is good.

9. According to you which brand’s advertisement is adequate?

Conclusion-

As per our analysis the advertisement system of Surf Excel is effective, adequate and entertaining. 90% of respondents answered that Surf Excel gives adequate advertisements.10% answered that Ariel gives adequate advertisements.

10. According to you which brand’s price are lower?

Conclusion-

The pricing of both brands is higher as compared to other brands. We analyzed that 30 % said prices of lower, 25% said prices of lower, and 45% said other brands prices are low.

The consumer satisfaction level is shown in below figure…..

As per we conclude that 55% of consumers are satisfied with Surf Excel

35% of consumers are satisfied with Ariel

10% of consumers are satisfied with other brands

Frequency of buying level is shown below-

By this we can interpret that most of the consumers buy their washing detergent powder monthly and very less people prefer to buy it daily.

Quantity demanded of Surf Excel level is shown below-

Surf Excel is available in market in various packaging sizes. They are 250gm, 400gm, 1kg and 4kg. Among all these packaging we conclude that 1 kg packaging has maximum sales.

Executive summary

Basically this survey is done to know the customer reaction toward their washing powder. In this survey we find that most of the respondents purchase washing powder on the monthly basis most of the respondent are using surf excel for washing their clothes market is very strong in point of surf excel.