PRESENTED BY:-

• Shweta nimare (05)

• Nidhi lodha (06)
• Dharmesh joshi (08)
• Ronaksingh wadhwa (13)
• Saurabh vishnoi (18)
• Amit bansal (25)

Guided By:-
Prof.
Amita Lal
India Leading Emerging Market
 BRAND EVALUTION
HISTORY:-
• Launched in 1959 & first in
Indian detergent powder
mkt.
• It was the first Fast Moving
Consumer Goods (FMCG)
for Detergent.
• brand to set up a one-stop
shop - called Care line - for people seeking solutions to their
varied laundry problems.
• Surf was the first brand of detergent that was advertised on
TV. It is advertise on more than 300 channels across the
globe .
• introduced the concept of bucket wash to housewives
hitherto used to washing clothes with laundry soap bars.
 Product management of
SURF EXCEL
1. Branding
2. Market Segmentation
3. Positioning and Differentiations
strategies
4. Distribution Channel
 Structure
 Strategy
• Advertising planning
• Pricing concept and Strategies
• Sales Management
• Marketing Research
 Major Players
• HUL ( blue, Quick wash, Automatic)
• Nirma
• P&G ( Tide,Aerial)
• Henkel India (Mir, persil, porwall,
vernel, purex)
• Reckitt Benckiser ( Varnish)
Distribution channel
 DEMAND ANALYSIS
Factors affecting demand:

 Price of the product,

 Price of substitutes and complements,

 Income of the household,

 Taste and preference of the household, and

 The amount annually spent on advertisement of the

product.

Law of demand : Law of demand states that the

amount demanded of a commodity and its prices
are inversely related, other remaining constant.
 CAUSES OF CHANGES
decrease inIN
Increase in demand
demand
DEMAND :
 Consumers income rises Consumers
income fall.

 Prices of substitute good rises Prices of

substitute good fall

 Prices of complements fall Prices

of complements rise

 Taste and preference change Taste and

preference change

in favour of the commodity in against

of the commodity
 Cross Elasticity of the demand is defined
as the ratio of the percentage change in the
demand for one good to the percentage
change in the price of some other good.

Substitute goods: Tide, Ariel, Rin, ghadi

etc.
Cross Elasticity will be positive
in this case

Complement goods: detergent cake,

liquid soap .
Always negative.
 Pricing strategy
• Primary :
2.Cost-plus pricing : Mark-up to the
cost of the product
3.Competitive Pricing : Price
dependent upon price of the
competitors.
• Secondary :
Customer-Segment Pricing
 SWOT Analysis
• STRENGTH:-
Business to Business
• It nurture customer relationship to create and maintain
our status as preferred supplier
Marketing
• It is most exciting operation of its kind in the world
Supply chain
• it takes real strength of intellect and character to take
on the planning, making or distribution of our products.
• World class people deliver world class logistic
Brand Equity
IInformation Management and technology
• this is often applying breakthrough science on a grand scale,
with speed and with tangible results enough complexity and
convention, inspiring everyone to improve the way we do
business.
Research and Development
• its products don’t make empty promises but deliver it.

2 . WEAKNESS :-
• No environment friendly as contain sodium and potassium
salts of fatty acids which are less biodegradable than soap.
As compared to NIRMA it is less biodegradable.
• Causes biomagnifications of water bodies which then
degenerates and depletes the aquatic resources as well as
degrades the amount of oxygen which results into loss of
aquatic bodies as well as plants .
• Price is high due t still not reached to mass of customers. But
new marketing and sales innovations have resulted into
greater penetration in to rural market.
 OPPROTUNITIES :-
• As its new product SUR AUTOMATIC is based on proprietary
technology after extensive research. It reduces the time taken for
rinsing, reduces the amount of water uses by 40%
• The laundry consumes about 20% of household water so this
technology will make a great impact.
• SURF is coming up with a scholarship scheme like DISHA abhiyan
which provides educational benefits to lower strata of the society.
This has really helped surf to build corporate social image. It
creates brand awareness.
• The detergent market is growing by 9.2% every year so SURF
has great chances to increase in market shares.
• The market penetration of NIRMA is 77% AND surf is 56% but
with repositioning and constant innovation, SURF is emerging as
a market leader.

4 . THREATS :-
• Facing stiff competition with P&G’S ARIEL & TIDE, as ARIEL is
coming up with constant innovative technique.
• In urban India consumers are now being exposed to and trying
several categories such as mobile phones, leisure, durables etc.
so downgrading their FMCG products purchases.
• Rural demands have been dampened by three unusually poor
Thank you