DAAG ACHE
HAI !!
Presented By-
Suman Sharma
Raviraaj Wade
Sunny Kharote
Rucha Muranjan
BRAND
EVALUTION
• Launched in 1959 & first in Indian detergent powder mkt.
• It was the first Fast Moving Consumer Goods (FMCG) for Detergent.
• Surf was the first brand of detergent that was advertised on TV.
It is advertised on more than 300 channels across the globe .
• Introduced the concept of bucket wash to housewives who up till
now used to washing clothes with laundry soap bars.
• Brand to set up a one-stop shop - called Care line - for people
seeking solutions to their varied laundry problems.
BUILDING BRAND
• Surf Excel, launched in 1954, is one of the oldest
detergent powders in India. Initially, the brand was
positioned on the clear proposition of “washes whitest”.
• Surf Excel underwent various changes in its Brand
Communication; from ‘Lalitaji' to 'dhoondte reh
jaaoge' to 'jaise bhi daag ho, surf excel hai na',
and is today communicated on the platform of
'Dhaag achcha hai'.
• 2006 saw a unique marketing move from HLL.
Rin Supreme bar is being migrated to Surf
Excel.
• Surf Excel may have slipped in the rankings,
but Surf Excel remains the most popular
detergent!
• For any other brand, it would have been difficult
to convince the customers about the product with
such a paradoxical statement, which says ‘Daag
achhe hain’ very confidently
• Right from ‘Lalitaji’, representative of the true-blue cost-conscious
Indian woman, till the inspiring storyboards of today, Surf Excel has
done it all and in style!
• HLL to revise Surf Excel pricing - A change in the pricing strategy
for HLL Surf Excel brand, which dominates the Rs 5,000 crore
detergent powder market, seems to be on the cards.
• HLL is now reworking the Surf Excel strategy by moving away from
positioning the brand on functional benefits, to building an
emotional connect.
• To start with, HLL has signed up South
African cricketer Jonty Rhodes to be the Surf
Excel endorser and has lined up a Rs 10 crore
promotion over a three month period.
• HLL Aims To Turn The Tide, Slashes Surf
Excel Price
• HLL was facing competition from the medium-
priced detergent brand from P&G — Tide
• Surf Excel is currently running two campaigns riding on the
popularity of the "Daag Ache Hain" ( Dirt is good)
campaign.
• The new campaign too strikes a chord with the consumers.
Power of a "Big Idea”.
• The second campaign takes a cue from the World cup.
The ad features a group of kids preparing for World Cup
2015.
• HLL is aiming at gaining another 15 per cent
marketshare in the Rs 350-crore premium detergents
market.
• The company has re-packaged the product using brick
packaging which is a first among detergents in the country.
30 125g 1k 2k
gms ms g g
MAJOR PLAYERS
• HUL ( blue, Quick wash, Automatic)
• Nirma
• P&G ( Tide,Arial)
• Henkel India (Mir, persil, porwall, vernel,
purex)
• Reckitt Benckiser ( Varnish)
FIGHTING COMPETITION
• The latest move comes in the wake of the high profile launch
of Tide detergent bar.
• Tide and Ariel always created problems for Surf and Rin. The
migration of Rin Supreme bar to Surf Excel bar is aimed at
countering Tide.
• HLL has announced a drastic reduction in price by Rs
20 per kilo on Surf Excel, its premium detergent brand,
making it cheaper than competing brand Ariel from Procter &
Gamble (P&G). price cut, from Rs 155 to Rs 135 per kg.
FIGHTING COMPETITION
• Approaching new markets.
• Switching consumer from existing products.
• Launching product extention / product variant.
• Changing from rational appeal to emotional appeal.
• Price slash.
DEMAND ANALYSIS
Law of demand : Law of demand states that the
amount demanded of a commodity and its prices are
inversely related, other factors remaining constant.
Factors affecting demand:
• Price of the product,
• Price of substitutes and complements,
• Income of the household,
• Taste and preference of the household, and
• The amount annually spent on advertisement of the
product.
BRAND EQUITY
• Surf Excel holds 38% of the 5000 crore detergent
market.
• It is undisputed market leader.
SWOT Analysis
STRENGTHS:
• Strong R&D
• Different offers and schemes.
• Strong distribution channels
• Strong marketing
WEAKNESS:
• High expenses on advertising
• Not environmental friendly
• High prices
• Low awareness in rural market
OPPORTUNITIES:
• Penetration in rural market.
• Increase in the frequency of usage.
• New consumer market.
Price Size Market TO NEAREST Price
Index growth COMPETITOR
Unilever brand
Relative share
PREMIUM 15% ++ Surf Excel 2.4
MID- 25% ++ RIN 1.8
PRICED
MASS 60% + Wheel 1.4
THREATS:
• Competition from organised and unorganised
players
• Increase level of competition
THANK YOU!!!..
