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Marketing Management - Surf in India 4Ps
Marketing Management - Surf in India 4Ps
Type to enter text Excel was introduced as detergent powder and was projected as a
brand that guaranteed clean and whitest clothes. With time it
underwent several changes and introduced new variants with special
features. It is available in bars, liquid form and detergent powder.
Varieties have been launched for Front-Load and Top-load category
of washing machine. Surf Excel uses natural extracts and essential
oils to create products with amazing fragrances. Some of its popular
items in diversified product portfolio are as follows-
• Surf Excel Matic Front Load Detergent Powder
• Surf Excel Matic Liquid Front Load
• Surf Excel Matic Liquid Top Load
• Surf Excel Matic Top Load Detergent Powder
• Surf Excel Liquid Detergent
• Surf Excel Quickwash
• Surf Excel Easy Wash Detergent Powder
• Surf Excel Plus Detergent Powder
• Surf Excel Blue
PRODUCT DEVELOPMENT
http:// Hindustan Unilever has featured on the Forbes list of The World’s Most Innovative
www.forbesindia.com/ Companies twice before, and this year it breaks into the top 10. The FMCG giant—it
is India’s largest consumer packaged goods company (by sales), with a market
article/cross-border/
capitalisation of $50.1 billion—has innovated across product categories, by adding
five-indian-
enhanced features to existing products and by launching entirely new products as
companies-whose-
well.
mantra-is-innovation/
50637/1 For instance, with an eye on sustainability, and reducing the amount of water
required to wash clothes, it relaunched Rin (bar and powder) in 2017, with a ‘smart-
foam’ technology that saves up to half the amount of water required otherwise. A
similar strategy has been used to launch the new Surf Excel Quick Wash. Also in the
homecare category was the launch of Domex Toilet Cleaning Powder, targeted
towards rural and lower-income families, which traditionally use detergent powders
to clean toilets, since liquid toilet cleaners are more expensive. The new Domex
cleaner is in a familiar form—powder, sold in sachets—but is more e"ective, and also
costs less than half of other alternatives.
PRODUCT DEVELOPMENT
https:// Recently, Hindustan Unilever has introduced some new products in
www.marketing91.com/ the consumer market like Easywash from Surf Excel, Eyeconic range
marketing-mix- from Lakme, Anti-Germ bar from Vim and Hair fall rescue treatment
hindustan-unilever/ from Dove.
PRODUCT DEVELOPMENT 2017
PRODUCT DEVELOPMENT2011
PRODUCT DEVELOPMENT 2013
PRODUCT DEVELOPMENT 2016
PRODUCT DEVELOPMENT 2017
PRODUCT DEVELOPMENT 2019
PRODUCT DEVELOPMENT 2019
PRODUCT DEVELOPMENTS
https://www.indiatoday.in/pti-feed/ The company, which sells a range of brands such as Wheel, Rin, Surf
story/hul-pushes-innovation-to-drive-
laundry-segment- Excel and Comfort in the segment, sees a huge scope for
premiumisation-937935-2017-06-04
premiumisation with more consumers looking for products with
higher benefits driven by rising income.
At Rs 230 for a litre, Surf Excel Liquid will be the most expensive
daily use detergent product. So far, liquids were sold only for
woollen clothes or as post-wash whiteners and conditioners within
the laundry category.
PRICE
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. This is due to
price sensitivity of Indian consumers across the market segment. Surf Excel deploys
product line pricing by pricing its products line targeting premium segment higher than
the price of products targeting mid-rise segment. The company sells its product in
di"erent packet sizes based on weight to capture the customers who want to spend less in
one time. Surf Excel follows product-bundling price strategy for the selected line of
products which it wants to promote. Surf excel o"ers periodic price discounts and revises
its prices quite often in response to market changes. The discounts o"ered are broadly of
two types, one is quantity discount available on bulk purchase as it wants to inculcate the
habit of bulk purchase in Indian consumers to achieve e%ciency in its operations and
second it gives seasonal discounts.
PRICE INTRODUCTION
Type to enter text 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 di"erent sizes so that a person can
buy easily according to current requirement and a"ordability. 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. Surf
Excel is a premium brand with a high-end product.
PRICING DEVELOPMENTS
https:// Hindustan Unilever Ltd. lowered prices in the range of 10-12 percent
for products in the home and personal care category, the distributors
said on the condition of anonymity out of business concerns.
Price of 250 gram Surf Excel detergent bar cut to Rs 25 from Rs 28.
Price of 1-litre Surf Excel easy liquid wash lowered to Rs 150 from Rs
170.
PRICING DEVELOPMENTS
The company has slashed the price of its detergent soap Rin bar of
https://www.indiatoday.in/pti-feed/
story/hul-cuts-prices-of-select- 250 gm to Rs 15 from Rs 18 and increased weight (grammage) of its
products-post-
gst-991028-2017-07-02 Surf Excel bar costing Rs 10 to 105 gm from 95 gm at the same
price.
PRICING DEVELOPMENTS
https://www.indiatoday.in/magazine/
economy/story/20040412-detergent-
shampoo-brands-cut-prices-to-boost-
sales-consumers-
gain-790603-2004-04-12
PRICING DEVELOPMENTS
https://www.dnaindia.com/business/
report-hindustan-unilever-hikes-prices- FMCG (fast-moving consumer goods) leader Hindustan Unilever
on-rupee-and-crude-woes-1888124
(HUL), owner of brands like Dove, Lux and Surf Excel, has e"ected a
2-12% price hike across its product range (that includes soaps and
detergents, oral care and personal care), in response to the 7% rupee
depreciation and 10% rise in oil prices since July.
PRICING DEVELOPMENT
http:// Since Surf Excel was the first detergent and had monopoly it used
surfexcelmarketing.blogspot.com/
search?updated- "Maximum Market Skimming" as its first strategy. HUL first kept the
price of Surf Excel high and communicated to the consumers that it
is worth paying a little extra for the benefits that it provides.
2016
DISTRIBUTION DEVELOPMENTS
// Consumption in rural India, which accounts for about a third of the
market, has been been under stress over the past few quarters even
its rate of expansion is faster compared to cities. Over the past two
years, rural growth rates were nearly double of those in urban areas,
which have moderated to about 1.1 times last quarter.
The company has been pushing smaller and lower price products,
especially in the rural hinterland, home to more than 800 million. In
fact, HUL said half its revenues comes from low unit packs with
price-points at Rs10 and below.
DISTRIBUTION DEVELOPMENT
https:// Strong Distribution: Surf Excel is driven by the distribution of
www.marketing91.com/ Unilever and thus it has the wide reach and good support of
swot-analysis-of-surf-
distributors. Surf Excel is targeted towards the urban population and
excel/
thus is not penetrated in the rural market, but it has a strong
presence in the urban cities.
DISTRIBUTION DEVELOPMENT
http:// HUL‟s distribution strategy has changed over time. Earlier wholesalers and large
pramtekemarketingdiary.blogspot.com/
2013/10/distribution-decisions.html
retailers used to place orders directly to the company. The company salesmen used
to collect these orders and then deliver the goods to the concerned customers. This
simple system was good enough in the beginning. But then HUL changed things in
order to provide quality service to its customers. They appointed one wholesaler in
each market as a Registered Wholesaler. This wholesaler was then the guy to whom
all the salesmen went with the orders that they have taken. He handed over the
products to the salesmen who then distributed them to the customers. This strategy
helped HUL to reach more customers. As time went by and the competition got
tougher, HUL had to make its distribution network leaner and meaner than ever
before. Also, Surf Excel being a detergent powder is a FMCG. So HUL had to make
sure that the retailers‟ shelves were replenished in time. To do that, they had depots
all over the country. These depots or warehouses stocked finished products and
acted as bu"ers in case of an increase in demand. Earlier the registered wholesalers
used to get the goods direct from the company. Now the company sent the goods to
the depots from where the Redistribution Stockiest got them. This made their
distribution system a much more e%cient and well-oiled machine.
DISTRIBUTION DEVELOPMENT
http://
Consumers have easy access as it is widely available in
surfexcelmarketing.blogspot.com/
search?updated-