Surf Excel

Introduction

 A product of HUL
 Surf Excel, launched in 1954, is one of the
oldest detergent powders in India.
 Surf was the first brand of detergent that was
advertised on TV.
4 P’s of Marketing

Product

Promotion Surf Excel Price

Place
Product Line:
 Matic

 Quick Wash

 Blue

 Gentle Wash

 Surf Excel Bar

Pricing:
 The decently priced product line of Surf Excel
attracts both the middle class and the higher
class people.
 There are different kinds of packaging with
reasonable prices.
Place:
 Surf Excel has a widely distributed channel of
distribution.
 In every shop, nook and corner, one can find
Surf Excel.
 “SURF” has become generic name for
Detergents.
Promotion:
 Surf has effectively managed its product life cycle with the help of
product innovations and great marketing strategy.

 Use of ATL, BTL &TTL Promotion techniques:

a) Advertising through Television, Radio, Newspaper and Road display
(billboards)
b) Sales promotion through incentives and free samples.

 Personal selling through order takers and stalls.

 Viral Marketing – it generates word of mouth publicity for the product.

 Use of Penetration Marketing and societal marketing techniques.

Brand Philosophy
Surf Excel believes that stains are good. This
is because when children go out and play
and get dirty, they don't just collect stains.
They experience life, make friends, share
with each other and learn from each other.
This helps them get stronger and get ready
for the world outside.
“Stains make our world better. Stains are
good”
 Competition in Market
 Surf excel is getting
Surf Excel Ariel
tough competition from
Ariel.
Distribution Distribution
 Surf needs to keep
updating itself to retain margin: 1- margin:1-
its position in market. 1.5% 2.5%
Constantly Unique
changing as combination
per washing of high
needs. performing
ingredients.
SWOT Analysis:
Strengths:-

 Constantly changing as per washing needs.

 Strong brand portfolio.
 High quality manpower.
 Right product at right shop with right kind of
visibility.
Weakness:-

 Possibility for low price competition.

 Not environment friendly.
 Still not reached to mass customers.
Opportunities:-

 Growing rural markets.

 As brand grows, increase in consumption and
usage.
 Upgrading customers through innovation.
 The detergent market is growing 9.2% every
year so surf has great chances to increase its
market share.
Threats:-

 Local products and other major competitors.

 Chances of price war.
STP:-
 Segmentation – surf has segmented its
market to middle class and upper class.

 Target – Surf excel targets housewife’s by

influencing kids.

 Positioning – Market positioning as the best

detergent in the detergent’s category.
USP:-
 The detergent which is in the market for the
last five decades.
 Which is sold successfully in more than 20
countries.
 Detergent which will reduce the water
consumption.
 Which is involved in lot of social
responsibilities.
Conclusion:
 A stream of innovation and successful
relaunch of surf excel increased inflow of
customers.
 With an aggressive campaigning of ‘Dirt is
good” has increased profits along with market
share.
Recommendation:
 The possibilities are endless.
 Profitable growth will be sustained through
focused brand building, innovation and
superior management of supply chains.
It is ok to soil your clothes
It is ok to play in mud
It is OK to enjoy life
Surf excel hai na!

THANK YOU
Group Members
 Anisha Choudhary
 Ankit Gupta
 Darpan Bajaj
 Kanwarpreet Singh
 Pandya Ashish
 Ravi Gupta
 Ruchi Priya