• Fabric Wash Market in India

– Total Market Size Rs. 8800 Crores

– Total Volume- 2.3 Million Tonnes +
– 98 percent Penetration in India

• Consumption Pattern Increase

55 per cent Urban (14 percent users of Washing Machine)
45 per cent Rural

• Major Players
– Nirma
– Ghadi
– P&G
• 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
- Brand Consolidation Strategy
- Change from Rational Appeal to
Emotional Appeal Marketing
messages
Eg. Sasti cheez or achchi cheez me
farak hota hai to Daag Dhoondthe
Reh Jaaonge to Daag Acche Hain
OPPORTUNITIES
Penetration in rural areas.

It Can Increase Their Frequency Of Usage.

New Consumer Markets

THREATS
Competition from organized and unorganized players.

Increased level of price competition

• Surf was launched in 1959.
Rating
• A family brand with tough stain removal and caring 7/6

image.

- 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
 STRENGTHS .
Rating
8/6

• Strong Distribution Channel.

• Strong R&D.

• Offers & Schemes.

 Final
 - Experienced Player Rating

51/40
- Competitive Advantage with well laid
distribution and retail network

- Innovative advertising approaches

- Willingness to venture out with new variants

THANK YOU