Price leadership (In accordance with the competitions) – competitors reacts to

pricing moves. This is due to price sensitivity of Indian consumers across the
market segment. Moreover, as there is little differentiation among competitors
products the consumers largely buy on price.

Surf Excel has targeted every household in India as its potential

customer. In order to meet various needs of consumers, the company
has launched sashes of different sizes so that a person can buy easily
according to current requirement and affordability. For example, half and
one kg product are popular amongst upper and a upper-middle class
section of society whereas middle-class and lower-middle class prefer
50 gm, 25gm and 115gm sashes.

It first adopted a skimming pricing policy as it was a new product without

competitors. Later it started facing stiff competition in the market and
adopted mid-premium pricing policy. As the demand is relatively Elastic
Why the shifted to small packages easier for lower income families
people to use it affordable and convenient option for people on the go.
Or us living in hostel it easier to use small packet of detergent

with a series of commercials, beginning with the 'dirt is good' ad

To conclude about the ad

Target towards mass market segment with rs 10 sashe
We found the ad is very likeable because the relation between
grandmother and the grandson is very homely feeling plus the
background music is blending with the ad.
Key message -
Surf excel is available based on customer requirement and affordability