NAME- KINJAL ASHAR

PG - A,
ROLL NO – 40.

STP On Surface Cleaners

INTRODUCTION:-
Surface cleaners is a category of cleaning agents comprising mainly aqueous
solutions of specialty chemicals that vary with the amount of dirt and the surface being
cleaned. For acid-resistant building facades, such as brick, acids are typically used. These
include mixtures of phosphoric and hydrofluoric acids as well as surfactants. For acid-
sensitive facades such as concrete, strongly alkaline cleaners are used such as sodium
hydroxide and thickeners. Both types of cleaners require a rinsing and often special case
since the solutions are aggressive toward skin. - The surface cleaners are the leading
brand for toilet cleaning (surface cleaners) in India. It had witnessed phenomenonal
growth in recent years. Launched in India in 1984, the surface cleaners created the
product category 25 years ago.

The floor cleaners are very less popular in India. Only 3% of Indian households
use floor-cleaning products, whereas 97% use phenyl or a combination of bleaching
powders, detergents, and acids. The penetration of house cleaning products is still very
low. The challenge of players in household cleaners market is to enter into the
households that are still using cheap products. The opportunity is huge enough as there
are millions of households.
 SEGMENTATION:-
The Indian surface cleaners market comprises of three main segments: toilet
cleaners, floor cleaners and specialist surface cleaners for glass etc. The toilet cleaners
market is the largest and had a sale of Rs 180 cores in 2008, floor cleaners with sales of
Rs 75 cores, and the specialist surface cleaners is the smallest with sales revenues of Rs.
35 cores in 2008.

Each of these segments has multiple players, some present in various segments
with the same brand, while other players have different brands in different segments.

 Reckitt Benckiser which is the market leader in Lav care has Harpic brand in this
segment while Lizol in the floor cleaning segment. In specialist surface cleaners it has a
brand called Colin.
 Hindustan Unilever Ltd (HUL) entered this market with the brand Domex which was an
APDC (all purpose disinfectant cleaner) that can be used on the floors, in the kitchen
sink, for wash basins and in the toilet.
HUL has recently launched Cif (a specialist surface cleaner) which has been positioned
as a cream with micro particles which does tough cleaning with minimum effort.
 Henkel India also has a brand called Bref which is present both in lav care as Bref toilet
cleaner and in the specialist surface cleaner as Bref power cleaner.
 A relatively new entrant in surface cleaning category is S C Johnson & Co. with a single
brand Mr Muscle which is positioned as a multipurpose cleaner suitable for toilet and
floor cleaning.
Indian FMCG major Dabur India Ltd operates with two brands in the surface cleaning
category- Dazzl which is a disinfectant floor cleaner and Sanifresh which is a specialist
toilet cleaner available in two variants Sanifresh shine and Sanifresh extra power. The
surface cleaner category has reached a penetration level of 55% of urban Indian
households.

TARGETING:-
The process of evaluating segments and focusing marketing efforts on a
country, region, or group of people that has significant potential to respond

 Since the size of target market is very large the surface cleaners have targeted the
households.
 Growth rate is increasing.
 There are many competitors in this segment i.e. Lizol , Domex, Harpic and many more.
The level of competition is very high.

POSITIONING:-
Locating a brand in consumers’ minds over and against competitors in terms of
attributes and benefits that the brand does and does not offer
– Attribute or Benefit
– Quality and Price
– Use or User
– Competition
 Domex:

Sold in other countries as Domestos by the global FMCG giant Unilever, Domex
was launched by its Indian affiliate Hindustan Unilever Ltd (HUL) in 1997 in India. Over
more than 10 years of its existence, it has not been able to garner a large share. Domex
was positioned in India as an all purpose disinfectant cleaner (APDC) product which
could be used for floor, sinks, other surfaces.

HUL’s strategy was to directly attack the phenyl market that incidentally
comprises of a large number of small brands from the unorganized sector. A new variant
of Domex plus phenyl was launched to capture the segment which still had strong faith
on phenyl as a surface cleaning agent. The packaging of the new variant was also based
on a multiple usage.

 Mr Muscle:

Another global biggie - SC Johnson &Co. was sometime back attracted by the
lucrative and fast growing market of Lav Care & Surface Care in India and forayed into it
with its global brand Mr Muscle. It first entered the Surface care segment via Kitchen
Cleaners, Multi Purpose Cleaners and Glass Cleaners. Thereafter, it did a test market for
Mr Muscle toilet cleaner in Dec 2008.Its positioning is based on the surface care
positioning of "Mr. Muscle - science of tough cleaning". While toilet cleaners are
promoted for use in the toilet bowl.