PREPARED BY:-

SONI SINGH
HR+IB
SIMMC
 Surf excel has been following the Unilever’s message i.e. add vitality
to life.
 Similar is with surf excel. In the beginning Surf Excel was facing
competition from Ariel,
 the product of P&G. but very soon with the tagline “Dirt is Good”,
Surf Excel was
 successful in regaining it’s market leadership. It soon emerged back
as the dominant
 detergent of the country.
 The product is decided by matching the marketing insights with the
local insights.
 The marketing report of the brand should match the region’s attitude
so that the product
 can fulfill and satisfy the customer’s need and expectation
History of Hindustan Lever

1959 – HUL Introduced SURF.

1970 – Launch of Nirma Power. Brand Lalitajee launched.

1990 – Emergence of concentrate & Mid price segment powers.

Ad Campaign “ Daag Doonthe rah jaoge” was launched.

1996 – Surf Excel launched. Ad Campaign “ Jaise bhi Daag ho, Surf Excel hai na”

2003 – Surf Excel Quick wash launched “ Ad campaigns on Shortage of water across country”

2005 – Ad Campaign “ Daag Acche hai na “.

2006 – Rin – Supreme BAR. Ad campaign “ Good news, Bad news “

source : IMRB
 Surf Excel Ariel

To continue market leadership To increase market share

Rating
37.8% in Indian Market 7.7% P&Gin Indian Market
  8/7

Approaching New Markets Switch Consumers from Existing

Brands in the present Market
Launching Product Extensions Product Innovation
Maintain Brand Loyalty Increase Brand Loyalty

COMMON MARKETING OBJECTIVES

- Ensure top-of-the-mind recall

- Increase Frequency of Usage
- Launching Variants in the Washing Machine Category
- R&D for new product innovations
SIZE SURF EXCEL SURF EXCEL SURF EXCEL
QUICK WASH BLUE AUTOMATIC
SACHET Rs.2/- Rs.2/- -

200gm Rs.23/- Rs.20/- -

500gm Rs.56 Rs.41 Rs.80/-

1kg Rs.109/- - Rs.155/-

 Surf was launched in 1959.

Rating
 A family brand with tough stain removal and caring image.
7/6
- International to Ultra to Excel

 Surf Excel is available in 4 variants:

 Surf Excel Blue
 Surf Excel Quick Wash
 Surf Excel Automatic
 Surf Excel Detergent Bar
 SKU’s – Stock Keeping
Units
Sachet packs (Rs. 2) of Surf and
Ariel are targeting mass market
consumers, convenience and
affordability

 Targeting Upwardly Mobile

group with increase in
disposable incomes  
 
 
 Surf Excel
- Brand Consolidation Strategy Rating
- Change from Rational Appeal to Emotional Appeal 7/6
Marketing messages
Eg. Sasti cheez or achchi cheez me farak hota hai to Daag
Dhoondthe Reh Jaaonge to Daag Acche Hain

 Ariel
- Introduced Variants for consumers at lower prices
- New product offerings like Supersoaker Ariel
 SECOND PRICE WAR
 FIRST SLASH : P&G as new entrant goes with Trial and Shift Consumer
- Ariel 20gm sachets (30% reduction) - Rs2
- Tide sachets (50% reduction) - Re1
Rating
Hindustan Lever Ltd (HLL) followed : 7/5
- Surf Excel sachet (50% reduction) - Rs1.50
 SECOND SLASH : P& G cut prices on large packs, HLL followed

source : India Infoline Report 2004

 HLL – SURF EXCEL P&G - ARIEL

• Largest and the second • Marketed at 100%

most profitable subsidiary
busin(42.6 % Input, 2004) of P&G, USA hence can
hence stakes higher absorb losses

Maintaining Brand Equity Target Market

Fragmentation
• Rin Supreme price
comparable to Surf Excel • Tide v/s Ariel
Blue

• Regional Players

 
 STRENGTHS
SURF EXCEL
Rating
• Strong R&D.
8/6
• Offers & Schemes.

• Strong Distribution Channel.

WEAKNESSES

SURF EXCEL

• Expenses On Advertising.
 OPPORTUNITIES
Rating
• Penetration in rural areas. Rating
7/5
7/5
• Both Can Increase Their Frequency Of Usage.

• New Consumer Markets

THREATS

• Competition from organized and unorganized players.

• Increased level of price competition.

 Surf Excel Ariel
The Lalitajee Campaign Consumer Attitudes researched new
technology and compact powder for Rating
washing machines 7/5
Ariel Springclean with fresh fragrance
Surf Excel Automatic 'Ariel - Whirlpool Superwash' - buy a
Testimonials by IFB Whirlpool Washing Machine for
Rs.238/- in Equal Monthly Installments
Daag Acche Hain Variants in the market
 Surf
Final
- Experienced Player Rating

- Competitive Advantage with 51/40

well laid distribution and

retail network
- Innovative advertising
approaches
- Willingness to venture out
with new variants