SUBMITTED BY -

KUSHAL DODHIA-19

ANANYA AGRAWAL-55

SANAT TAMBI-56

NITISHA GUPTA- 57

VEDANT KHEMKA-58

FORAM MUNJYASARA-59

KEVIN SHAH-60
 ABOUT SURF EXCEL
• Owned by Unilever, now HUL.

• Started its journey in 1959 as SURF.

• First detergent powder in India.

• Targeted middle income group.

 OBJECTIVES
• PRE CAMPAIGN SCENARIO

P&G
SURF NIRMA
Launched ARIEL
ENJOYED to took 30%Marktet
MONOPOLY SURF EXCEL
 WHY A CAMPAIGN WAS REQUIREED

LALITA Ji Ad Continuous A need for a

campaign decrease in different ad
reply to cost market campaign ,
effective share after not price, not
Nirma competition whiteness.
 CAMPAIGN LEADERS

Arun Iyer (CCO) R. Balakrishna (Chairman)

 SEGMENTATION

Segmentation Target Market

Demographic • Women , aged 25 and above

• Housewives especially who have children
• High and upper middle income groups

Geographic • All over India

• Prominent in Urban India
• Still Targeting in Rural India

Behavioral • Targeting quality driven customer who are ready

to pay price
 PERCEPTION MAPPING
Price V/S Quality
6

Surf Excel
Price

3 Tide
Ariel
Nirma
2
Wheel

0
0 1 2 3 4 5 6
Quality
THE BIG CAMPAIGN IDEA
 SWOT ANALYSIS

Strength Weakness
Emotional Cultural values
quotient and positioning

Opportunity Threat
Season of Substitute
celebration products
 CAMPAIGN EXECTUTION
• While other harped on the need to remove stain surf excel came up with stains are good.

• Groundwork for this started in 2004 while the campaign was launched in 2005.

• “The whole idea was if you are powerful you won’t fear your enemy, rather you’ll celebrate him,”

• Later the brand tried their hands on storytelling occasions such as Diwali and Ramzan.

• In 2012, the brand had their project called ‘Mamma Mia’ , where they went and spoke with 240+ mothers,

20 Grandmothers and 5 Great Grandmothers across 10 locations around the world.

• In 2014 during General Election, it ran the campaign ‘Agar ungli pe daag lagne se achhi sarkar banti hai, to

daag achhe hain'.

CAMPAIGN COMMUNICATION PLAN
WORD OF SALES
SOCIAL MEDIA
MOUTH PROMOTION
MARKETING
MARKETING Free Products,
Facebook,
50% extra on the
Twitter,
same price, free
Instagram
bucket

INTEGRATED EVENTS AND

ADVERTISEMENT MARKETING PUBLICITY
TV AD’S COMMUNICATION Live Shows,
MEDIUMS Award
Ceremonies

SPONSORSHIPS PUBLIC
Sourav Ganguly, RELATIONS
Twinkle Khanna, DIRECT SELLING-
Blogs and
Pullela Gopichand, DOOR-DOOR
Advertising
Chicharito MARKETING
Reports
PRODUCTS
 IMPACT
Sales
grew in
Asia
Experience tenfold
marketing No. 1
brand

Daag
ache hai
Created
Captured
a long
Indian
lasting
market
impact
Different
route
 SUGGESTIONS
• Increase Point of
Purchases and Shelf
Space
• Reinvent the campaign
with Social Cause
• Tie ups with Electronic
Showrooms
• To advertise on OTT
Platforms which have a
family genre
 RESULTS AND SUGGESTIONS
• Increase Point of
Purchases and Shelf
Space
• Reinvent the campaign
with Social Cause
• Tie ups with Electronic
Showrooms