Integrated Marketing Communication by SURF EXCEL

Presentation byPriyam Goyal -11020541111 Swati Thakur -11020541133 Priti Vaidya -11020541137

Route 1
Awareness/ Familiarity with brand
Information regarding brand attribute or benefits

Consumer attitude

Creation of brand image/ personality

Association of feelings with brand Linkage of brand with peers/ experts & group trait

Purchase behavior

Ad Exposure

Surf Excel
Launched in 1959 by HUL Was positioned as a powder which washes whitest

Market stagnation resulting to declining prices

Repositioned in 2005 as a premium detergent powder Ventured out new variants

Tough stain removal

Innovative advertisement approaches Portrayed a caring image Addressed social issues Is the Market Leader

Awareness/ Familiarity with brand

Route 1

Advertisements promoting Dirt is good-Emotional appeal Countrywide live washing demonstrations

Campaigning through different media tools Ad Exposure

Use of vibrant colours Catchy taglines Phir waqt hai khailney ka Agar daag lagne se kuch achha hota hai,toh daag achhe hai Kharay ko meetha banaye Do bucket paani ab rozana hai bachana Today, Surf is synonymous to washing powder

Information regarding brand attribute or benefits

Brand Attributes

Solution to laundry problem

Stains make world better Claims to clean stains from most difficult areas

Ad Exposure

Environmentally friendly

Brand Image
Children play, get dirty, experience life, get stronger and ready for outside world While Surf takes care of the stains Surf consumes 50% less water for rinsing suited for drought prone areas Wide product range from variants of regular powder to washing machine safe powder, a detergent bar etc Top of the mind recall across all consumer segments Strong Brand Portfolio

Ad Exposure

Creation of brand image/ personality

Ad Exposure

Emotional connect with the target market segment Association of feelings with brand

Dirt= Play= Experience= Learning

Brand as a comrade

Ad Exposure

Social activists promoted the product being environmental friendly Advertisement featuring children Linkage of brand with peers/ experts & group trait

Overview of the product

Size Surf Excel Quick Wash Rs. 2 Rs. 36 Rs. 87 Rs. 60 Rs.125 Surf Excel Blue Rs. 2 Surf Excel matic (top load) Surf Excel Detergent Bar (100 gm) Rs.10 (250 gm) Rs.25

20 gm 200 gm 500 gm

1 kg

Rs. 169

Rs. 120

Rs. 240

HUL has a market share of 36 % in detergent segment Surf Excel- a major contributor Surf Excel leads the Premium Fabric Wash Category in India Famous worldwide- known as Omo in Brazil and Persil in UK and France

 Strong brand equity TOM recall by mid sized market segment Huge Brand Loyalty Increase in the frequency of usage

Effective R&D Launched product extensions Approached new markets

Route 2

Ad Exposure

Reminder or Heavy inducement about brand trial

Purchase Behaviour

If the experience is positive,it leads to brand attitude formation and hence repeat purchases

Conclusion
Surf Excel One of the finest advertisied product Heavily influenced the attitude towards the brand Resulted in positive brand attitude formation Hence, increase in the Purchase Behaviour Adopted a slow and steady approach and became the market leader