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Consumer

Behaviour
The War Between
SURF ARIEL

&

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The Scenario Of Indian
Detergent Market

• Total market 23 lakh tons in volume
• 7 lakh tons market laundry soaps & bars
• 16 lakh tones market synthetic detergents
• 40% detergent cakes
• 60% detergent powder
• 40% share of HLL (Surf approximately 10-12%)
• 5% share of P&G (Ariel approximately 1-1.5%)

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Launch of Surf & Ariel

• Surf introduced in 1959 by HLL

• Ariel introduced in 1985 by P&G

• Price War

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Pricing Strategy
Products 20 200 ½ 1 1½ 3 kg. 4
gm. gm. kg. kg. kg. kg.

Surf Excel 2/- 16/- 41/- - 113/ 240/ 310/
Blue - - -
Surf Excel 2/- 26/- 56/- 109/ - - -
Quick -
Wash
Ariel 2/- 26/- 55/- 107/ 150/ - -
- -
Tide 1.5/ 11/- 26/- 51/- - - 220/
- -
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Distribution Strategy
• Distribution chain
– Manufacturer-> regional stockiest-> retailer->
consumer
– Manufacturer-> wholesaler -> retailer->
consumer

• Distribution margin
– HLL 5%, Surf approximately 1-1.5%
– P&G 6%, Ariel approximately 1-2.5%

• P&G is now trying to share off distributor
margin by 2%

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Advertising & Promotional
Strategy
• Basic aim is to regain • Basic aim is to
consumers to use convince the masses
surf more and more to use Ariel more and
• Spends on A&P is more
approx. 500 to 700 • Spends on A&P is
crore approx. 400 to 600
crore
• It was a popular
brand in itself • Joint promotion with
Whirlpool
• Surf offering a Rin
cake free as a • Demonstrations
promotional offer • Sales contest 7
Survey
• Question. On the basis of following
points, what would you prefer SURF
or ARIEL
– Price… Packaging… Fragrance…
Quality…

Arie l
Surf

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Surf SWOT Analysis
• Strength • Weakness
>More famous in North >Possibility for low price
and East side competition
>Constantly changing as >Spends on education
per washing needs and entertainment in
>Strong brand portfolio spite of new products
>High quality Manpower

• Opportunities • Threats
>Growing rural market >Local products and
>As brand growth, other major competitors
increase in consumption
and usage
>Upgrading consumers
through Innovation
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Ariel SWOT Analysis
• Strength • Weakness
>More famous in South >Not in reach of
and Western side rural areas
>Premium Brand >Ignorance on
>Unique combination distributors return on
of high performing investment
ingredients
• Threats
• Opportunities >Spurious /
>Introducing of new counterfeit
brands products in rural areas
and small towns
>Increase in
expenditure for >Local products and
Promotional and other major
Advertising competitors
>Improvement in 10
Recommendations
• Price
• Promotion & Advertising
• Marketing
• Packaging
• Effective R&D towards the product

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Conclusion
Ariel and Surf are not only major players
in the Indian Detergent market but
Henkel and Nirma are also becoming
very aggressive.
By considering all the above points
today the market is not declining but
shifting towards more perceived value
added brands.
So every brand has to update itself with
changes to retain it’s position in the
market. 12
With Thanks…
• Shubhangi Ghag 19

• Ebrahim Nazari 44

• Labdhi Sukhani 78

• Dipti Nimse 86

• Kirti Rajput 87
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