Major Research Project Report ON

“Study on marketing mix & competitive

Analysis of Surf Excel”

Session: 2022-23

Guided by: Submitted By:

Mr. Uday Singh Narayan Karodiya
MBA 3rd Sem
Enroll no.:DA1701395
Spec: Marketing &
Production and Oper.

Vikrant institute of technology & management

 Certification

This is to certify that Narayan Karodiya has undergone project entitled

“STUDY OF MARKETING MIX &COMPETITIVE ANALYSIS OF SURF
EXCEL”. Towards the partial fulfillment of his two years Master’s Degree of
Business Administration (MBA) successfully. He has carried out this project
with full sincerity and dedication and the work is original and genuine.

(ASST. PROF)

MR. UDAY SINGH

 Declaration

I hereby declare that project entitled “Study of marketing mix & Competitive
analysis of Surf Excel” is authentic & I have put In my efforts meticulously to
make this project to come up to the expectations and pragmatically viable.

The data collected is primary, authentic by me.

NARAYAN KARODIYA
MBA 3RD SEM
 ACKNOWLEDGEMENT

We would like to express gratitude and appreciation to all those who gave us the
possibility to complete our project management report on the topic “Study on
marketing mix and competitive Analysis of Surf Excel”. Special thanks to
faculty mentor Mr. Uday Singh whose help stimulating suggestions guidance
and teachings helped me to successfully complete this project management
report.

NARAYAN KARODIYA
M.B.A 3rSem
AFMR
Introduction

As a result, both the customer and the marketer benefit. Marketing is a mix of
techniques and procedures used by businesses to locate, establish, and maintain
satisfying connections with customers. An effective marketing plan requires a
marketer to balance the appropriate parts and procedures. This depends on the
type of goods, services, or concepts the business wishes to promote. It also
includes the choices the management makes in order to carry out the positioning
strategy and ensure that the company's overarching goals are met. According to
Armstrong & Kotler, a marketing mix would also include the marketing
techniques the marketer use to reach these objectives in the target market
(2009). The four components of marketing are place, price, product, and
promotion.
Element of Marketing Mix

Product: A company's offering to its target market is simply referred to as a

"product." Businesses make an effort to offer their target market solutions to
their problems, which may take the shape of tangible, intangible, or both kinds
of product offers. These goods meet market demands, contribute to revenue
generation for the business, and increase stakeholder profitability.

Regulatory authorities are one example of a non-profit group that benefits from
the same commodity. Marketers must think about the correct product features
and benefits, such as branding, labelling, style, installation, durability,
packaging, and quality, in order to create the ideal market mix.

Price: Pricing is a choice that the marketer must make as part of the marketing
mix. Price is the amount that one party must forgo in order to obtain something
from another party during a transaction. To the parties involved in the
transaction, it can, however, represent something very different.

Price serves as a marketing technique in addition to being a profit-related

consideration for a corporation or marketer. Pricing decisions are crucial to the
marketing mix, so marketers need to pay close attention. This is due to the fact
that pricing is the most adaptable component and can be changed quickly if
necessary, whereas other components may take months to change. Appropriate
research, analysis, and strategic review are crucial because choosing the right
price for products ensures that the business makes a satisfactory profit.

Place: Simply put, the place component of the marketing mix indicates that the
products must be available to the target customer at the appropriate time and
location. Making sure that products are available when and where they are
needed is the responsibility of the marketer. This indicates that decisions about
the distribution of commodities are made with an eye toward developing a
system that makes it simple for customers to obtain products and make
purchases of them. A marketer should make sure the system they select is
efficient and effective because this is not as easy as it seems.

As a product progresses through its life cycle, the marketing mix evolves, and
strategies relating to the mix should follow suit. Additionally, a marketing
strategy specific to each product should be established, keeping the target
market in mind.
A home care brand known as Surf Excel belongs to the FMCG industry. It was
introduced in the Indian consumer market in the year 1959 and is a subsidiary of
its parent business, Unilever. Surf Excel is a detergent that has continuously
improved its formulation to satisfy the shifting requirements of Indian
housewives. One of its greatest advantages is how well it removes the majority
of stains. Several companies compete with Surf Excel, including some of the
following:

 Aerial
 Tide
 Nirma

There are now options available for washing machines in the front- and top-load
categories. Surf Excel produces products with wonderful smells by utilising
natural extracts and essential oils. Following are a few of its well-liked products
from its diverse product portfolio:

 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
 Surf Excel Bar
 Surf Excel Gentle Wash

Promotion:

The Surf Excel marketing strategy uses the following promotional and advertising
tactics For its products, Surf Excel uses a 360-degree marketing strategy. The
corporation built the entirety of its marketing campaign around the tenet "Dirt is
Good." Both above-the-line (ATL) and below-the-line (BTL) promotion strategies
have been utilised by HUL for the brand. The business places a lot of emphasis on
potent TV ads in ATL. Surf Excel has used a variety of themes in its advertising
campaign to include youngsters in order to create an emotional connection with the
audience.

For its advertising efforts, the business has worked with a variety of TV and film
stars. The business has also made use of billboards, posters, print media like
newspapers and magazines, as well as well-known radio stations. The firm has
held a number of competitions, including a hand painting competition, as part of its
BTL marketing. It has started programmes like "Surf Excel and You" to encourage
mothers to instil in their children a habit of active learning. Mothers can discuss
their proud memories and special times with their kids on this topic. To foster a
sense of community, Surf Excel has also embraced social media sites like
Facebook and Twitter. Thus, the Surf Excel marketing mix has been completed.

Here is the comparison of Above the line Vs Below the line marketing commonly
known as ATL vs BTL

Above the line Below the line

Segment Undifferentiated segment Targeted segment
Commonly known as Mass Marketing Direct Marketing
Message Message needs to be Message is highly
targeted targeted
Media Vehicles TV, Print, Radio Cinema Out of home, Internet
marketing, Sales
promotion, Trade
discounts.
Investment Investment is very high Investment is low
Communication One way Communication Tow way communication
Brand equity Brand equity developed Not high as compare to
is high ATL
ROI Difficult to be measured Easier to be measured
especially in case of
internet marketing.
Majorly used by Large corporates Large corporates as well
businesses
 Key Product concepts and segmentation

a) Cross Tabulation: We carry out cross tabulation of question

belonging to the same categories which would help understand the
differentiating factors and qualities required in a product.

b) Frequency Distribution: This would help gauge the extent to which

a particular response or buying behavior is prevalent among the
consumers.

c) Choosing the target segment: Based on the demographic variations

to responses and the buying behavior, a suitable target segment and
suitable targeting plans for the same would be developed.

Surf Excel Marketing Mix

 Surf Excel washing powder is available in two varieties: Surf Excel and Surf
Excel Matic. Since its debut in this market four decades ago, it has gained a lot
of traction and been continuously enhanced to satisfy the evolving needs of
customers. Because it engages in activities pertaining to these qualities, The
Surf Excel is viewed in the market as a brand for people's values and beliefs.
Additionally, it has been utilized to support students academically and promotes
the idea that parents should let their kids explore and learn without worrying
about the mess. The size options are 25g, 50g, 115g, 500g, 1kg, and 2kg packs.

In terms of price, Surf Excel sets competitive prices in the market through the
following ways:
 price to distributors where everyone is treated fairly,
 In order to ensure that all retailers receive the products at fixed prices, Unilever
also provides price margins to distributors for wholesale prices.
 In order for customers to purchase the products at set prices, the company also
controls retail prices.

Another aspect of Surf Excel is discounts, where distributors and wholesalers who
purchase in bulk receive a 1% discount on purchases above Rs 600. Unilever
additionally provides a trade discount for services like warehousing and bookkeeping.

Surf Excel is distributed through indirect marketing methods, with the products first
going through distributors, then retailers, and eventually consumers. Regardless of the
economic classes, Surf Excel Unilever serves the entire nation. Wherever it is
convenient for the target consumer, you can discover these products in department
stores like Decent Departmental Stores as well as retail stores and little kiosks.
 Conclusion

One last thing about Surf Excel before we go. It is the country's oldest detergent
powder brand and is credited with coining the phrase "Old is Gold." Large
brands flooded the market. Some of them continued to dominate the market,
while others died. But Surf Excel consistently upheld the quality of their
products. In terms of TV advertisements, they outperformed the rivals.

Moreover, they asserted its position at the top of all using a strict marketing
strategy. One of the country's oldest domestic brands, it displayed its dominance
in the market with grace. Simply put, this brand is a wonderful example for
other brands and businesses to follow.