Marketing Assignment

On
Detergent

Submitted to-
submitted by-
Dr. vaishali goel divya
rastogi

NAINA CHAUHAN

ALI KHAN
 Evolution of detergent industry in India

Year What happened

German scientists develop synthetic detergents to overcome post-World War-I

shortages in key ingredients then used for soap, animal fat and vegetable oils. The other
1930
big advantage of synthetic detergents was that they were better at washing clothes in
'hard' water.

Huge post-war expansion of the synthetic detergent industry in its key market, the US,
and the associated environmental problems. Sulphonates used in detergent to get the
1950s dirt of clothes, were not biodegradable. Their release into water bodies lead to huge
amounts of foam being formed in lakes and rivers. Under public pressure,
manufacturers switched to biodegradable substances.

1957 The first Indian factory to manufacture synthetic detergents set up by Swastik Oil
Mills in Wadala, Mumbai. Even though key ingredients are imported, they still cost far
less than importing finished detergents.

1959 Surf was launched by hul.

HUL (then HLL) enters India accelerating the shift to detergents is persisting shortages
of vegetable oils, a key ingredient in soap. By the mid-60s large corporates like Tata Oil
1960s
Mills and Hindustan Lever establish themselves in the business. The latter even begins
exporting to Russia.

Since 1950, another key ingredient in detergents was phosphate chemicals, which is
effective in washing clothes in 'hard' water. But they also caused 'eutrophication', a
1965- dramatic and excessive growth of plants in lakes and other water bodies that uses up
70 most of the oxygen, leading to the death of marine life like fish. Detergent makers in the
US started using non-phosphate chemicals in response to the criticism, though they fight
against an outright ban.

1969 Nirma, HUL's future nemesis, is born.

Shortages in vegetable oils accelerate and so does the use of synthetic detergents. To
promote their use among wary soap-using consumers in rural India, companies like HUL
1970s perform plays and puppet shows at mandis. HUL also introduces Rin Bar at about this
time. Mindful of the need to conserve the use of vegetable oil, government classifies
synthetic detergents as a 'core' industry.

1974 Despite the expansion in synthetic detergents, the capacity of the Indian industry is still
only 84,000 tonnes, far less than the government-sanctioned capacity of 3.5 lakh
 tonnes. Queering the pitch, the government begins pondering the liberalisation of
licences, but only to the small-scale sector.

Due to the West Asia oil crisis, prices of key petrochemicals skyrocket, by as much as
100%, forcing manufacturers to raise prices of detergents. The price of Surf doubles in
1975
one year, causing outrage in Parliament against companies like HUL. Such high raw
material prices will persist through the 70s.

Point, a detergent brand, achieves history by being the first product in this category
launched by a sarkari factory, the public-sector Government Soap Factory of
1975 Bangalore (which also makes Mysore Sandal soap). Soap Opera, Mid- to Late-70s
High detergent prices make soap manufacturers competitive, causing consumers to
switch.

25 years after the first domestic factory was established, synthetic detergents only
1983 manage a 25% market share of the total fabric washing market. By comparison, the
market shares in Thailand that time is 99% and in Kenya, 60%.

Saea ade as lower-priced Nirma evicts HUL's Surf from the pole position in the
1985
detergents market.

Unnoticed by the biggies, brothers Muralidhar and Bimal Kumar Gyanchandani launch
1987
Ghari, which will eventually come to rival the two giants in market share.

HUL introduces Wheel to take on Nirma. In its battle with Nirma, HUL will bring its
1988
massive marketing and distribution muscle to bear.
1990
Ariel was launched by p & g.

2000s HUL wins the battle. Nirma falls to second place.

 INTRODUCTION OF HUL

 In the summer of 1888, visitors to the Kolkata harbour

noticed crates full of Sunlight soap bars, embossed with
the words "Made in England by Lever Brothers". With it,
began an era of marketing branded Fast Moving
Consumer Goods (FMCG).
 1931- Entered as Hindustan Vanaspathi Manufacturing
Company Limited
 1933- Incorporated Level Brothers India Limited
 1956- Merged to form ‘Hindustan Lever Limited’(HLL)
 Launched in 1959 & first in Indian detergent powder
market.
 It was the first fast moving consumer goods (FMCG) for
detergent.
 Brand to set up a one-stop shop-called CARE LINE- for
people seeking solution to their varied laundry problems.
 Surf was the first brand of detergent that was advertised
on tv.it is advertise on more than 300 channels across the
globe.
 Introduced the concept of bucket wash to housewives
hitherto used to washing clothes with laundry soap bars.
 2007- Renamed as Hindustan Unilever Limited (HUL).
 With over 35 brands spanning 20 distinct categories such
as soaps, detergents, shampoos, skin care, toothpastes,
deodorants, cosmetics, tea, coffee, packaged foods, ice
cream, and water purifiers, the Company is a part of the
everyday life of millions of consumers across India. Its
portfolio includes leading household brands such as Lux,
Lifebuoy, Surf Excel, Rin, Wheel, Fair & Lovely, Pond’s,
Vaseline, Lakme, Dove, Clinic Plus, Sunsilk, Pepsodent,
Close-up, Axe, Brooke Bond, Bru, Knorr, Kissan, Kwality
Wall’s and Pure it.
 Organization Structure OF HUL

DIRECTORS OF HUL
Name Designation
Sanjiv Mehta Managing Director & CEO
Dev Bajpai Executive Director
S Ramadorai Independent Director
Sanjiv Misra Independent Director
Aditya Narayan Independent Director
Pradeep Banerjee Executive Director
Srinivas Phatak Executive Director & CFO
O P Bhatt Independent Director
Kalpana Morparia Independent Director
ORGANISATION STRUCTURE OF
P&G

Chairman,
President& Ceo;
David S. Taylor

Baby &
Fabric&
Family Health Care
Home Care
Care

Vicks

Luvs Pampers Tide Ariel Cheer

DIRECTORS OF P&G
Board of Directors
- Mr B. S. Mehta Chairman
-Mr Madhusudan Gopalan Managing Director
Independent
- Mr G. C. Das Director
Independent
- Mr C. R. Dua Director
Independent
- Mr N. P. Sarda Director
Independent
- Mr A. K. Gupta Director
Non-Executive
- Mr Pramod Agarwal Director
Non-Executive
- Ms Sonali Dhawan Director
Whole – Time
- Mr Karthik Natarajan Director
Chief Financial
- Mr Gagan Sawhney Officer
- Ms Flavia Machado Company Secretary
BRANDS OF HUL HOME
CARE
SURF EXCEL

 Surf excel (also known as Surf/Omo in many parts of the world)

is India’s most loved laundry detergent brand known for its
iconic and memorable advertising. It is now available in Europe,
Latin America, Asia and Africa, with a comprehensive range of
offerings including bars, powders, liquids, tablets and capsules
that promises tough stain removal.
 Launched in 1959 as ‘SURF’, it was the first detergent powder
in India
 In 1990, following the launch of Ariel, Surf became, Surf Ultra
 In 1996, Surf redefined itself by launching Surf Excel
 Today, Surf Excel leads the premium wash category in India
 Surf excel believes that dirt and experiences are a gateway to
unleashing human potential and encourages mothers to push
 their children to learn by experience, while Surf excel takes care
of the dirt and tough stains.

Tagline

 In 60’s – ‘Dirt is Good’

 In 90’s – ‘Surf Ecxel hain na’
 In early 2000’s – ‘Daag Acche hai’
 In 2017 – ‘Haar ko Harao’

Surf Excel Product Range

Surf Excel Matic Top Load 1 ltr 193/-

Surf excel Matic Front Load 1kg 190/-

 Surf Excel Easy Wash 1kg 105/-

Surf Excel Quick wash 1ltr 170/-

SURF EXCEL PRODUCT RANGE & SPECIFICATIONS

 SURF EXCEL QUICK WASH- With extra clean particles combines the power of stain
removing products like blue, bleach and lemon
 SURF EXCEL EASY WASH- Made with superior technology which unleashes the
power of 10 hands
 SURF EXCEL MATIC TOP LOAD- For a top load washing machine produces more
suds or lather since it uses more water per wash
 SURF EXCEL MATIC FRONT LOAD- The low suds formula of high efficiency
detergent produces less lather and removes all the dirt and soap residue with less
water.

Marketing Strategy

 Surf has been in the market for a long time and has effectively managed
his product life cycle with the help of product innovations and great
marketing strategies.
 Formulation of the detergent and the market targeted vary by region
 Advertisement through television ,radio
 Forming emotional relation with consumers by advertising through
general public
 Producing skin care products
  Working with suppliers thus covering business integrity and
responsibilities relating to employees
 Online advertising for internet consumers
 Effective ad campaign
 Approaching new market

Surf Excel STP

S EGMENT
Home Care – Premium Detergent – Bar, Powder, Matic

T ARGET GROUP
Every Indian Household – for washing purposes

P OSITIONING Surf Excel has constantly upgraded itself over the years, to
answer the constantly changing washing needs of the Indian
homemaker

USP
Surf Excel offers outstanding stain removal ability on a wide
range of stains

SWOT Analysis of Surf Excel

Strengths-

1. Premium Detergent Brand for HUL introduced in 1959.

2. Surf Excel quick wash is powered with a path-breaking technology- it reduces
water consumption and time taken for rinsing by 50%.
3. Strong distribution network by HUL, which is beneficial for the product.
4. Good brand visibility and advertising with new ad campaigns to keep brand top-
of-the-mind.

Weaknesses-
1. Slightly Higher price prevents it from reaching to the mass of customers.
2. Product awareness not high among rural markets.
3. Legal issues due to brand wars.

Opportunities-
 1. Rapid market growth with further rural penetration.
2. Adapting to changing customer needs & improving life styles.

Threats-
1. Low profit margins in detergent sector.
2. Threat from existing and new players in the market.

ARIEL INTRODUCTION
 ARIEL is marketing line of laundry detergents made by Procter &
Gamble co.
 It is the flagship brand in P&G.
 It was launched in 1991 in India.
 Ariel products are developed with sustainability in mind; from the
ingredients we use and the concentration of our formula, to an
outstanding performance in energy efficient cycles, right through
to our packaging.
 The 2000s brought with them a change of pace, though, and we
found there was suddenly no time left in the day. This is why in
2001, liquitabs were invented, giving the world the quickest, easiest
Ariel clean yet, while still offering amazing results.
 In early 2018, Ariel launched the purcleanTM Washing Liquid,
Ariel’s first 70% plant-based detergent, designed to give
outstanding cleaning performance even in quick cycles.
 Enzyme Technology-each enzyme removes a specific stain.
 Compact Detergent-as very less amount of Ariel is required for
washing the clothes.
 Ariel has decided to enter the rural market of household products
and hence has launched some mid-priced brands to penetrate and
 capture this section of society.in order to cater to consumers who
belong to medium income group they have launched “ARIEL SUPER
SOAKER”, a new product, without comprising on its quality.

 TAGLINE - Chamak Rakhein Naye Jaisi

 ARIEL PRODUCT RANGE &
SPECIFICATIONS
 ARIEL MATIC-Designed for Front & Top Loading fully
Automatic washing machine.

PRICE-RS.242/KG

 ARIEL COMPLETE-Designed for semi Automatic Washing

machine. Removes tough stains in just one wash.

PRICE-RS.236/KG

 ARIEL COLOUR& STYLE- with colour lock technology, it

ensures coloured clothes stay shining like new.

PRICE-RS.204/KG

 ARIEL 24 HOUR FRESH-Advanced perfume tech. Provide

impeccable clothes along with 24hour long lasting fragrance.

PRICE-RS.205/KG

Ariel STP
 Segment Premium product – People who want quality and are ready to pay
more price for good quality product

Upper middle class and rich class of the society

Target
Group
Positioned by the special attributes it possesses of cleaning the
Positionin
dirtiest stains by micro cleaning system in the product
g
USP The product has been in the market for many decades and has
established its image as the product which can remove dirtiest
and difficult to remove  stains

Ariel SWOT Analysis

Strengths-

1. World leader in detergent segment

2. Quality detergent – can remove the toughest stains

3. Has made a strong base in the mind of users by various innovations in marketing

4. 1st to introduce fragrances in the market

Weaknesses-

1. Various lower priced products available in the market

2. Strong competitors

Opportunities-

1. 5700 crore detergent market

2. Big untapped rural market 
3. Can use its brand imprint in the minds of people to increase its customer base
Threats-

1. Counterfeit products in rural areas

2. Aggressive price competition
3. Ambush marketing harming the products reputation
 Tide Introduction
• Tide is a laundry detergent owned and produced by
American multinational Procter & Gamble.

• Introduced in 1946.

• It is the highest selling detergent brand in the world, with an estimated

14.3 percent of the global market

• Tide was the first product to be nationally packaged using Day-

Glo colors—strikingly eye-catching when first introduced in 1959.

• It helps you be more eco-friendly, when it comes to doing the laundry. 

• The evolution and innovations of Tide products mirror many of the

changes in America's culture. During the years, the formula, packaging,
and advertising have changed to meet the demands of the marketplace.

TIDE PRODUCT RANGE

Tide Plus 1kg Rs. 95/- Tide Plus Jasmine & Rose

1kg Rs.98/-

Tide Naturals 1kg Rs. 67/-

Tide STP
Segment People who have fixed budget for household things like detergents
and look for
economical options
 Target Group Women ages 18 to 54 years old, middle classes

Product which has all the qualities required from a detergent-quality,

Positioning fragrance and  low price

USP Provides good whitening and fragrance at low price

Tide SWOT Analysis

Strengths-

1. Benefit or attribute over other products in the same category

2. Leading market position
3. Lower price and good quality
4. Most popular and widely patronized detergent in the world and a flagship brand
of p&g
5. Renowned by its reputation of complimenting the ever-changing people’s
temperaments for fashion

Weaknesses-
1. Strong competitors 
2. Substitute products available at the same price

Opportunities-

1. Potential of rural market has a lot of

opportunities

2. Changing lifestyle of people want cheap

product with good quality

3. Introduction of better variants by

technology development and innovations

4. Niche target market

Threats-
1. Price wars with competitors
2. Aggressive promotion by competitors , harming the reputation of the product
and ambush marketing
3. Counterfeit products in the rural market
 CSR OF HUL
I. PROJECT SHAKTI- It is an initiative to financially empower rural
women and create livelihood opportunities for them. Through this project, the
Company endeavours to enhance livelihoods of rural women. Around 70% of
Shakti Ammas are working in low Human Development Index (HDI < 0.51)
districts. The company contact and appoint rural women as Shakti
Entrepreneurs (SE), commonly referred as 'Shakti Ammas'. SE are educated
and trained by the rural promoter about the Company products and their utility
in day to day life in maintaining health and hygiene.  After being trained about
the products she sreceives stocks from company rural distributor at a discount
below the price at which the products are sold in the normal course. The
Shakti Entrepreneur then sells these goods both directly to consumers
(through home to home selling) and to retailers in the village. The Company
has trained thousands of Shakti Ammas across the villages in a bid to develop
an entrepreneurial mindset and make them financially independent and more
empowered. A typical Shakti Amma earns around Rs. 1000/- per month
through selling our products. A Shakti Amma in her village gains a social
stature as she is associated with the reputed company in addition to being
financially empowered.

II. Project- Prabhat’ (Dawn) is a

program which focuses on communities around company factories.
The areas of intervention are Health & Hygiene, raising livelihoods
and conserving water. The Water Conservation initiative is led by
Hindustan Unilever Foundation, a wholly owned subsidiary of HUL
which looks at improving the water security in selected regions. The
Livelihood programme aims to empower today’s youth by providing
them with employable skills thereby enhancing their livelihoods. HUL
has collaborated with NGOs to implement the project.
III. Hand Washing Behaviour Change
Programme  -- More than 60,000 children in India do not
reach the age of five due to infections like diarrhoea and pneumonia.
Independent research has shown that washing hands with soap at
five critical times in a day can reduce the incidence of these
infections significantly. The experience shows that children

are in the best position to bring in

this change among their respective families. The Company conducts
hand washing awareness programmes in Anganwadi (pre- school
centre) and schools. A pilot study was conduct in the gora village in
the state of Madhya Pradesh where the incidence of diarrhoea
deaths was very high. With the intervention of the hand washing
awareness programme the incidence of diarrheal was reduced from
36% to 5%.
In partnership with Madhya Pradesh and Bihar Governments the
company ran pilot projects and conducted school contact
programmes.Programmes Proposed: We will scale up the hand
washing awareness programmes in Madhya Pradesh and Bihar in
partnership with respective state governments and IGOs / NGOs in
2014.

CSR OF P&G
Market Share
  SURF EXCEL

 ARIEL
56%
28%
16%  TIDE

Surf excel with different parameter

160

140

120

100

80

60

40

20

0
Brand Name Quality Frgrance PerformanceAdvertising Price

Surf Excel Ariel Tide

Factors influencing consumers
towards Surf Excel

Innovatio
n

Brand
Loyalt
y
Low Awaren
Pricing ess
building
Strateg campaig
y ns
Innovation- Surf excel has constantly innovated ahead of market & launched different product
formats to cater changing needs of Indian consumers.
Low pricing strategy- Surf excel targets premium and mid-tier consumer with maximum market
share pricing strategy. All its products are priced lower than the rival P&G brand ARIEL and
TIDE.
Brand loyalty- 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 .
Awareness building campaigns- In the recent past, there has been a lot of awareness about
Swachh Bharat Abhiyaan. We have also seen host of celebrities come out to clean up their
localities and in turn motivate us to take that first step to keeping our country clean. But how
many of us actually contributed to this initiative? We always ensure that we keep our homes
clean, but what about our immediate surroundings and our country? Isn’t India our home too?
Surf Excel saw this opportunity and partnered with mothers & kids to encourage us to be
responsible citizen & to take initiative to KEEP INDIA CLEAN campaign. The other campaigns
are READY FOR LIFE, FORGIVENESS, DIGITAL campaign which promotes parent and child
bonding.