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Report on

SURF

Submitted to: Prof. R Kamley

Submitted By:
Mudit Srivastav (2010123) Neha Agarwal (2010131) Piyush Ranjan (2010148) Pratyush Singh (2010150)
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History
Hindustan Unilever introduced surf in 1959, introducing the first detergent powder into the country. At that time,housewives used laundry soap bars to wash clothes. surf offered them a significantly better clean,with much less effort. the promise of "superlative whitness"-the articulation of a great clean at the time, connected with consumers and helped to establish the brand. It Introduced a novel concept of bucket wash to housewives who up till now used to washing clothes with laundry soap bars. Surf was the first national detergent brand on TV; the brand used TV to effectively educate their consumers on how to use detergent powders in a bucket for a better wash. It is advertised on more than 300 channels across the globe .

Indian detergent market(competitive scenario)

The first companies to manufacture detergents in India were HLL and Swastik. HLL test marketed Surf between 1956 and 1958 and began manufacturing it from 1959. Swastik launched Det, a white detergent powder, in 1957. By 1960, Det had made rapid inroads in eastern India. Surf, a blue detergent powder, became the national market leader with dominant positions in the west, north and south.

In the early 1960s, the total volume of detergents manufactured in India grew from around 1600 tonnes to 8000 tonnes. HLL dominated the market with a share of almost 70 % compared to Det's 25%. In 1966, another player entered the fray. Tata Oil Mills Company (TOMCO) .

In 1973, TOMCO introduced 'Tata's Tej' in the low-priced segment. TOMCO unveiled another economy detergent powder called OK in 1977.

Lalitaji ensured that she got the best bargain when she went shopping. Personality used as the brand personality: Lalitaji was shown as a stickler for cleanliness. now Surf had to communicate the idea of pricevalue equation to its consumers. acted as Lalitaji. Lalitaji's stern school teacher demeanour.The Eras…(journey of Surf Excel) 1970s The 1970s saw the launch of Nirma powder. The brand was personified by Lalitaji. who stirred up a storm as a spunky pilot in the television serial "Udaan". a middle class housewife. and no nonsense manner projected the fact that Surf Excel was not superfluous and delivered what it promised. She wore a dazzling white saree with a blue border-personifying Surf Excel as a tough stain remover and supporting colours associated with the brand. a no-nonsense. who puts the welfare of the family above all else. They wanted to endow it with a reliable. and made the smart choice. sensible housewife. During this period when surf was being upgraded to surf excel. Her priority was the welfare of her family and she didnot mind paying more for the benefits of getting the right . her severe bun. secure. The brand introduced 'Lalitaji'. marketer promoted it as a trustworthy brand that cares and looks after the family's clothes. Kavita choudhury. and friendly personality to make consumers feel familiar and comfortable with it. whose character fitted with the image of the brand. independent. Lalitaji protected a distinctive personality and reflected the value of consumers. who understood value and quality.

daag dhoondte reh jaoge. and was introduced with highly memorable 'daag dhoondte reh jaaoge' communication. The camapaign positioned as a cheaper alternative to Surf and as a superior product compared to inferior washing soaps thus becoming a symbol of low priced. surf Excel had superior formulation and a more distinct packaging than any competitor in the . While concentrates provided the consumers the best clean. I know . She taught women how to shop in 80's. a variant offering complete cleaning and care – ‘Kadi safai. positive wife who tenderly reprimands her husband. It primarily aimed at the unorganised laundry soap market in the urban and rural areas. Lalitaji came across tough lady who knew the value of money representing the fact that surf excel is value for money. Surf redefined this completely when it launched Surf Excel.’ (You will keep hunting for the stains). . Consider the popular ad where the husband asks whether his wife really believes that “stain digesters stuff. 1990s The 1990s saw the emergence of concentrate and mid-price powder segments with the launch of Ariel and Surf Ultra.” The young. and clearly positioned Surf as a top performing brand. ‘I don’t just think.quality. goodhumored wife smilingly replies. . In 1996. The campaign was very impactful. there was a growing concern that they would damage clothes. Surf Ultra was launched to establish a new standard of washing performance. The Surf Ultra detergent commercials are known for embracing the concept of a young. magar pyar se’. good quality detergent. This represented the challenge of Surf Excel to tackle Nirma that was winning over the market by sheer price value at seven rupees to surf's twenty-one rupees.

In fact. is attributed to have said that Fedex can draw some lessons from the dabba system in Mumbai. Surf Excel hai na! (Whatever the stain. and professional suppliers who supply dabbas to customers at various offices. stained our clothes by dropping food on them while eating lunch at office. of the London School of Economics. become a part of everyday parlance. Surf Excel is the image and market leader in this segment. The lunch dabba system in Mumbai is a fascinating study in terms of logistics. We saw a need and the branded tablemat idea was born. The solution is right there in the form of Surf Excel’. hit upon a novel idea leveraging the lunch dabba network in Mumbai to distribute free Surf Excel-branded tablemats at offices." The fact that Mumbai had a phenomenal delivery mechanism egged Lintas on. ‘Relax.the Nutan Mumbai Tiffin Box Suppliers' Charity Trust . It is the epitome of stain removal – Jaise bhi daag ho. whenever we eat at office. Surf Excel improved and offered to remove the widest range of stains. there is no need to panic. especially when we have to go for a meeting. "This is quite embarrassing. "All of us have. This progressed into one of the most memorable campaigns in the country ‘Surf Excel hai na!’ It changed the way people had traditionally looked at stains. Over time. There are two types of dabba systems in Mumbai. we are always looking around for a piece of paper to place our lunch boxes on.that is in charge of the distribution of the dabbas throughout Mumbai. Surf Excel offered the incremental benefit of care. at one time or another. This led to a phenomenal growth of the brand. today. over the last few years. Mumbai. Surf Excel is there) A brand building initiative in Mumbai In July 2000. The system is spearheaded by one organization . In a category offering complete clean. relax." explains a Lowe Lintas spokesperson.market. . Also. households that make one-to-two dabbas for selfconsumption. Here was a brand that said. the brand management team at Lowe Lintas. Tough stains usually bring in anxiety. The sign off line became so popular that it has. Sumantra Ghosal.

Kuch Girana… Surf Excel Hai Na' to drive home the point. The actual distribution of the tablemats took place in end October." Laxman too liked the idea and agreed to design the mat. Laxman's drawing on it. Approximately 110. 2003 In 2003. they would be less inclined to throw it away. people were very excited and pleasantly surprised to receive the tablemats along with their dabbas. the brand team at Lintas approached cartoonist R. "This added to the novelty of the tablemat. Enlisting the help of the dabbawallas was no problem . the branded tablemat would be used again and again. "The idea was a huge success. He gave his go-ahead immediately.50 for the distribution of each tablemat. Fort. Laxman to design the tablemat. surf excel was aligned to the global "simpler laundry" platform. in the areas of Mahalaxmi and Lowe Parel. collect the lunch dabbas from different locations all over Mumbai." says the spokesperson. Thus. "When reactions were checked. Colaba-Cuffe Parade and Ballard Estate. Churchgate Station is a central point for the distribution of dabbas bound for Churchgate. this addressed a key concern in the country : a .K. the task was to emphasize that surf excel removes tough stains with less effort and less time. from where the dabbawallas take the dabbas for a particular locality to a railway station nearest that locality. The mat was designed with the line ‘Kuch Khana. Realizing that it had a cracking idea. "He appreciated the idea greatly and was extremely enthusiastic." says the spokesperson. a low foam formula meaning less scrubbing and rinsing. the agency presented the idea to the Surf Excel Brand Manager at HLL. For instance." gushes the member of the brand team. Nariman Point.K.000 dabbas are distributed everyday. Pleased with the way things were going. "We figured that if people received a tablemat with R.they charged Lintas about Rs 1. All the dabbas are then brought to a central point.The dabbawallas. as they are referred to.

a fall of 45 %. the stains experiencewas linked to learning of values. the base "Surf" was re-launched as surf excel blue . you don't just get a stain free clean. then those stains are 'good'. toh daag ache hain. They encouraged mothers to let kids get dirty because it's all part of the learning necessary to become well rounded. 2005 In year 2005. in swift retaliation. Within two days. "Dirt is Good" champons the theory that if a child learns something and gets stained in the process. P&G had reduced the price of a 500 gram pack of Ariel from Rs 70 to Rs 50 . All pieces of communication hence.shortage of water. To make "dirt is Good" truly endearing and meaningful. was based on showing why dirt is good through different approaches with the tagline-"agar daag lagne se kuch acha hota hai. you save 2 buckets of water a day as well. HLL tried to ensure that the products reached the retail shelves within a day or two of HLL's announcement. sucessfull adults. In the first week of March 2004. It was communicated with a catchy tag line of 'jayega nhi jayega'. The objective was to reinforce the stain removel capabilities. when every detergent brand in the category was grappling for shares with their cliched anti-stain commercials.To unite the franchise and strengthen brand equity of "Surf Excel".a color variant that would remove tough stains but not fade color. HLL slashed the price of its premium brand Surf Excel from Rs 70 to Rs 50 and the price of Surf Excel Blue from Rs 50 to Rs 38 for 500 grams. surf excel broke clutter by adopting stains. . P&G's detergents were expected to reach customers across India within a week of announcement of the price cuts. P&G India had drastically slashed the prices of its detergents Ariel and Tide.Based von facets of modern parenting. the brand tied up with eminent celebrities like revathi(south) and shabana azmi to propogate the claim that with Surf Excel wash.a drop of 28 % and the price of a 500 gram pack of Tide from Rs 43 to Rs 23 . thereby adopting the philosophy of Dirt is Good (Daag ache Hain). which became quite famous with the consumers. thus countering P&G's first mover advantage.

the brand introduced a detergent bar to the portfolio.The camapaign was based on a 'good news.Surf Excel Matic was launched to adress the needs of the fast growing washing machine consumer. and a national camapaign migrating the Rin-Supreme bar to Surf Excel bar was rolled out. .delivering machine care with in-machine stain removal 2006…. Surf Excel had clearly differentiated itself as a premium brand which offers a range of solutions that deliver top clean performance.till date In 2006. bad news' platform. the project brought together the stain removel properties of Surf and whitening properties of Rin Supreme in the same bar.

Brand Vision “To be a market leader in the detergent industry. share with each other and learn from each other. its brand mission is a clean India with out any worries about stains. This helps them get stronger and get ready for the world outside. and to position itself as the 1st preference in mind of the consumers of detergents.The complete Branding strategies of Surf Excel Brand Mission Surf Excel is dealing in the detergent industry. Stains are good Brand Values  Surf Excel emphasizes on children rights to learn through getting stained “ A Dirt is good Philosophy”: “Surf Excel Says”  Every Child has right to create  Every child has the right to be a child . This is because when children go out and play and get dirty. because it says “Dirt is good”.” Brand Philosophy Surf Excel believes that stains are good. they don't just collect stains. They experience life. all over the country. make friends. Stains make our world better.

 Promotes Education and Learning  Believes in living the life without worries of getting stained  Social and Environmental benefit  Surf Excel follows all the values of the Unilever i-e Integrity. . This is why every child has the right to get dirt  Explore.  It has its learning program for the children for building their skills. and equal growth opportunities  Believe in “ Get more out of life”  Children need time. Space to run. Freedom to get dirty. Team work. Every child has the right to play  Every child has the right to explore  Every child has the right to use their imagination  Every child has the right to express themselves  Every child has the right to join in  Every child has the right to discover their own world  Every child has the right to be spontaneous  Every child has the right to experience life for themselves Because learning and growing is impossible without doing so. space and freedom. this is what they communicate through their different campaigns. Grown and Get creative  Surf Excel believes in helping other. Time to be themselves. Respect. Learn .

which raise the quality of life.Emotional & social Problem-solving Creative Language & communication Through using Top 5 Splat-Skills:  Leaf To Leaf  Mimes In Nature  Natural Ruler  Rock Around  Treasure Hunt Brand Objectives The objectives of the Surf Excel are:  To meet the everyday needs of people everywhere.  Top Cleaning Without scrubbing and rinsing effort  Time and Water saving. there is insufficiency of water. as with soap many hours are required to get the clothes clean and lot of water is required. to anticipate the aspirations of consumers and customers and to respond creatively and competitively with branded products and services. so Surf Excel’s . while in India .

through its light foaming and stronger clean formula. ranging from the Surf Excel blue for those consumers who wash clothes with hands. now with new variety in brand. due to intense competition in the market and threat of losing market share. to those who use automatic washing machines. the name was changed as “Surf Excel”.objective is to change the ways of work done in life.  Total commitment to exceptional standards of performance and productivity. to working together effectively and to a willingness to embrace new ideas and learn continuously.  Surf Excel’s objective is the availability to every one. The major areas of focus are as follows:  Sales growth  Revenue  Market positioning  Enhance Market shares  Customer satisfaction  Goodwill & reputation Brand Name  It was first introduced with name “Surf”. every new addition is . later when the advance formula was adopted. without any discrimination in formula of cleaning clothes  To be available in different price ranges and packaging sizes to include all income level people to experience and adopt Surf Excel in their lives to make the clothes clean easily.

 aadha kilo Surf ek kilo sadharan powder ke baraabar hai'  iski kharidari me hi samajh dari hai. Surf Excel has changed its slogan. Brand slogans: Over the years and with the time to time innovations in the brand.  daag dhoondte reh jaoge  kadi safai magar pyar se  jaise bhi daag ho. Surf Excel Front Matic. Surf Excel Gentle Wash. Surf Excel Top Matic.named separately along with “Surf Excel “e-g Surf Excel Blue. A flower type pattern symbolizes the liquid stain and brand name has been written at that stain which shows that the stain can be removed with the following brand. . Surf Excel Quick Wash. orange and blue. Orange and blue colors have been used to make judgments related to the brightness after using the brand and also the Surf Excel granules colors are white. orange and blue. surf excel hai na  Jayega nhi jayega  Daag ache hai Brand Logo  Surf Excel’s logo has been designed in a very attractive way. and Surf Excel bar. the color scheme is pink.

Surf Excel Top Matic. The been made in Blue orange colors. and as the packaging is attractive so most of the children get attracted to it and they pester their moms to buy it. Surf Excel Gentle Wash.Packaging: Over the years. but also orange is the color which communicates fun. Previously Surf Excel used to come in container boxes. color here Blue and shows that it cleans the stains from white and colored clothes. orange packaging Orange and has and same fashion as the dominating in blue color. there has been a shift from cartons to polythene bags and emergence of low unit price packs. Packaging has been made in the logo. and Surf Excel bar. Surf Excel Front Matic. . Surf Excel Quick Wash. Variety Surf Excel is available into different variety range. Surf Excel Blue. and now low priced packaging has been introduced which is easy to carry and handle.

Electronic media particularly TV channels. public relations.Quality Surf Excel is very popular among the people for its high quality cleaning power for the every type of stain. web. 50g. Promotion Unilever Limited places their products in local as well as in foreign market. Advertising expenditure of the Surf Excel has been increasing day by day. arranges events and functions. Electromagnetic media i-e Radio etc. Size Surf Excel is available in different packaging sizes which are as follows: 25g. Beside this company promotes the brand by offering free samples. and other trade incentives to distributors and wholesalers. Surf Excel hai na”. discount offers in special events. . stalls. games and reality shows and personal selling. They export directly and indirectly. The product is communicated through various ways. Unilever promote their products through media. Like previously the company emphasized on this main characteristic in the brand slogan i-e “ Jaise bhi daag ho. like using print media particularity Newspapers. 115sg. 1kg and 2kg. 500g.

daag to achche hote hain.Points of Parity Point of Parity if compare it with other brands:  Stain Removal: All of the detergent brands are focusing on stain removal.  Whiteness and shine  Packaging & sizes Points of Difference The points that make Surf Excel Different and stand it out in the race are given below:  Milder but strong active ingredients  Formulated with high quality phosphate builders and multi-active surfactant system to deliver superior cleaning  Color safe bleach system  Enzymes for superior stain removal in washing machines.  Focusing on kids and their learning process and to highlight the basic performance (stain removal) of their product.e..  All the companies including Surf Excel are using emotional appeals.  Brand association is strong  Tag line is also a plus point i. .

Whenever the consumers go to the market he straight away goes to Surf Excel.Brand Equity Brand awareness Brand loyalty Brand association Perceived quality Brand equity of Surf Excel Brand assets Brand Loyalty There is a loyalty that has been inferred from the survey. Now the uses of Brand Loyalty to Surf Excel can be  The brand loyal customers can provide exposure to the potential customers with the help of word of mouth.  They can charge premium prices but they are following the prices as set in the market. The result of this loyalty could be that it reduces the competitive action.  The brand loyalty will help Surf Excel to extend its brand.  The customer base increases day by day. .  They build strong customer relationships by organizing various events for the children.

Perceived Quality As said earlier the perceived quality is high as there is congruity between the company deliverables and the perception of the consumers. Trying to create an image that there is no harm playing in the dirt and that it is good to allow your children play in the soil and .Name Awareness Uses of name awareness are  The name of Surf Excel is very easy to pronounce and to memorize. So that’s why it stores in the mind of consumers and comes in their consideration list.  Good fragrance. Brand Association Following are the associations people have regarding Surf Excel  Stain Removal. Mostly through the ads the Brand tries to associate it with dirt.  Power full cleaning.  Daag to achche hote hain.  Keeps the colors of clothes bright  Attractive packaging.  Maximum of users focusing on better stain removal.  The name makes the purchase decision easy for the consumers.

Brand asset Brand name and its slogans is very famous among the consumer. in this project we are doing brand analysis of Surf Excel which is a famous brand of Unilever. which is like an asset for the brand because stain removal and surf will automatically make consumer thinks about the Surf Excel brand. moms. . All these factors provide equity to Surf Excel and in the return both the company and the consumers get value from each other. through direct communication using indirect means of targeting. (Conclusion & Recommendations): Unilever a big giant who owns brands from soup to soap. Surf excel is targeting the kids. Surf Excel is targeting kids through a number of means like by creating interactive. story based ads. making more and more funky printed ads. while the actual user of the detergent is the washers like women. art and fun and game masti. sisters etc. through public relations like arranging different events e-g races. Like inviting the kids to the different parks and indirectly teaching them about the goodness of Surf Excel As regarding the image there is message for the people to avoid on the occasions to restrict “when kids are in situation of doing something extra ordinary”. This type of advertising strategy not only creates a brand association but also makes a positioning statement. competition.let them explore their selves. colorful and interesting. including house wives.

Also it has Milder but strong active ingredients formulated with high quality phosphate builders and multi-active surfactant system to deliver superior cleaning. A survey is done to know about loyalty level mostly consumer for Surf excel was on third place and think Surf Excel as a brand because on answering a question mostly respondents replied to go for other competitive detergent if it is not available in the market. rural development programs etc. Surf Excel is providing color safe bleach system and enzymes for superior stain removal in washing machines. Surf Excel is one of those brands with which consumer has strong association and loyalty level of consumer is very high with this brand and Surf excel is highly advertised and awareness level of this brand is very high among consumers.They are also positioning as considering the fact of Strong’s competition. Surf Excel found its competitive edge on the basis of its advertising like Dirt is good and targeting kids by different projects for kids. Mostly consumer are loyal with Surf excel also spread positive word of mouth and recommend it to their peers as a best stain removal detergent. They also have targeted kids through creating and communicating value to them like educational programs. They say That children must be free to experience their LIFE for themselves”. Surf Excel is trying to build its brand resonance as the best stain removal and socially as caring brand for children learning abilities. Brand judgments about Surf Excel from the consumer is as very credible brand and used this brands because of its superior quality and for its new extension Surf excel matic have high perceived quality as Surf Excel is providing them. . In shot Surf Excel is making “birth to cradle brand association” and in return getting the loyal and life time value maximizing customers.

Daag lagne se kuch acha ho toh daag ache hai na……… .

In shot Surf Excel is making “birth to cradle brand association” and in return getting the loyal and life time value maximizing customers. A survey is done to know about loyalty level mostly consumer for Surf excel was on third place and think Surf Excel as a brand because on answering a question mostly respondents replied to go for other competitive detergent if it is not available in the market. Surf Excel is providing color safe bleach system and enzymes for superior stain removal in washing machines. Mostly consumer are loyal with Surf excel also spread positive word of mouth and recommend it to their peers as a best stain removal detergent. They say That children must be free to experience their LIFE for themselves”.communication using indirect means of targeting. Like inviting the kids to the different parks and indirectly teaching them about the goodness of Surf Excel As regarding the image there is message for the people to avoid on the occasions to restrict “when kids are in situation of doing something extra ordinary”. Surf Excel found its competitive edge on the basis of its advertising like Dirt is good and targeting kids by different projects for kids. They also have targeted kids through creating and communicating value to them like educational programs. Brand judgments about Surf Excel from the consumer is as very credible brand and used this brands because of its superior quality and for its new . Also it has Milder but strong active ingredients formulated with high quality phosphate builders and multi-active surfactant system to deliver superior cleaning. They are also positioning as considering the fact of Strong’s competition. rural development programs etc.

. Surf Excel is trying to build its brand resonance as the best stain removal and socially as caring brand for children learning abilities.extension Surf excel matic have high perceived quality as Surf Excel is providing them. Surf Excel is one of those brands with which consumer has strong association and loyalty level of consumer is very high with this brand and Surf excel is highly advertised and awareness level of this brand is very high among consumers.

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Daag lagne se kuch acha ho toh daag ache hai na……… .

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