Group2 Sec E

Simran Jaiswal
Deeksha Gupta
Mohd Riyaz
Ansari
Saima Adil
Pritam Kumar
Babu

HINDUSTAN UNILEVER Ltd

In 1931 Unilever Started Its First Indian

Subsidiary Named Hindustan
Vanaspati Manufacturing Company
Limited.
Indias Largest FMGC(fast Moving
Consumer Goods Company)
HUL Has Over 35 Brands Covering 20
Different Categories In The Market
It Has Strong Employee Support Of Over
16000
HUL Says That Their Brand Touches
Lives Of 2 Out Of 3 Indians
The Annual Turnover Of HUL Was 19500

Early History of surf excel

HUL Introduce Surf In 1959, Which Was A
First Detergent Powder In India .
It Gave The Promise Of Superlative
Whiteness And It Was The First National
Detergent Brand To Advertise On TV.
In 1996 , Surf Was Redefine Into Surf
Excel ,Which Offered Three Cs (Complete,
Cleaning And Care).
In 2003 Surf Excel Quick Wash Entered
India As An Eco-friendly Product As Its
Saved 2 Buckets Of Water A Day!
In 2005 Surf Excel Matic Was Introduced
To Satisfied The Need Of The Fast Growing
Washing Machine Consumer , Delivering

Initial Positioning
Surf excel was initially positioned as a
detergent that Washes whitest . The
positioning was done to make the product
stand apart from the other detergents. The
image that they wanted to create was that of
tough stain removal .

Re-positioning
With the competition in detergent industry
increasing with the entry of products like
Ariel and Tide from proctor and gamble
product(P & G).Surf excel underwent a
change in its image.
There war cry now was Daag acche hain or
dirt is good. This was done keeping in mind

INTIAL
POSITIONING

REpositioning

PRODUCT ANALYSIS
At present Surf Excel has 5 products in the market.
These products are:

SURF EXCEL QUICKWASH:

New Surf Excel quick wash with X-tra clean particles combines
the power of stain removing products like blue, bleach and lemo
Now you can remove multiple stains with just 1 product.
Put your multiple stain worries to rest with Surf excel quick was
SURF EXCEL BLUE
Surf Excel Blue is a color core variant of Surf Excel.
Its tagline says Red Ko Red Rakhne K Liye Blue.
It prevents clothes from losing their color.

SURF EXCEL MATIC

Surf excel matic has introduced a new and improved front
load detergent that gives you a machine wash as good
as your moms hand wash. Its hand rub action power penetrates
clothes and removes tough stains in the washing itself .This mea
no more soaking or scrubbing and saves up the time and effort
you put behind everyday laundry. Just dump your clothes in the
washing machine and leave the rest to Surf excel matic.

SURF EXCEL BAR:

As your child explores the world and learns different things;
his clothes attract a lot of tough stains. To remove these tough
stains you often need to use a host of other products.
Now use New Surf Excel Bar which has power of 4 stain
removing products.

SURF EXCEL GENTLE WASH:

Surf Excel Gentle Wash is a liquid detergent meant for woolens,
baby clothes, silks, creaps and other such clothes that get
damaged if washed with regular detergent.
It is available only in 200 Ml pack.

PRODUCT REVIEW
Surf
Surf excel
excel being
being a
a product
product of
of unilever
unilever is
is at
at
growth
growth stage
stage as
as it
it has
has a
a large
large market.
market.
Surf
Surf excel
excel 50
50 grams
grams has
has a
a huge
huge market
market share
share
with
with respect
respect to
to other
other sashes.
sashes. It
It facilitates
facilitates the
the
class
class B
B and
and lower
lower B.
B.
While
While on
on the
the other
other hand
hand demand
demand of
of 500
500 grams
grams is
is
very
very low
low facilitating
facilitating the
the class
class A
A and
and Class
Class B.
B.
A
A quick
quick comparison
comparison of
of cost
cost price
price with
with sale
sale price
price
of
of products
products in
in product
product line
line is
is shown
shown below
below ::
Quantity

Cost price in
Rupees

Sale price in
Rupees

25gms

4.7

5.0

65gms

9.5

10

130gms

19

20

500gms

90.50

100

1000gms

185.50

195

PRICING STRATEGY
The pricing strategy for Surf
excel have always been in
accordance with its
competitors

TAG LINES
DIRT IS GOOD :
DAAG AACHE HAIN
SURF EXCEL HAI NA !
EFFECTIVE POSITIONING

CONSUMER BEHAVIOUR
What is Consumer Buying Behavior?
Definition of Buying Behavior:
Buying Behavior is the decision processes and acts of people involved in
buying and using products.
Need to understand:
*Why consumers make the purchases that they make?
*What factors influence consumer purchases?
*The changing factors in our society.
Consumer Buying Behavior refers to the buying behavior of the ultimate
consumer. A firm needs to analyze buying behavior for:
Buyers reactions to a firms marketing strategy has a great impact on the
firms success.
The marketing concept stresses that a firm should create aMarketing
Mix(MM) that satisfies (gives utility to) customers, therefore need to
analyze the what, where, when and how consumers buy.
Marketers can better predict how consumers will respond to marketing

CONSUMER BEHAVIOUR
NOTEFirst, you may notice that the actual purchase is only one
part of the process. Also, not every
buyer event goes through each step. Lastly, not ever buying
decision leads to a purchase.
Lets go through each step briefly.
1-Problem Recognition-In this stage, a consumer realizes or
recognizes that their
desired state is different from their actual condition. This
could be a simple as Im naked, I need
clothing, or My Clothes are dirty, I need a detergent.
2-Information Search-In this stage, a consumer recognizes
their need (or want) and
sets forth to find a solution. If it is dirty clothes they need to
solve their problem, they look for a
detergent which cleans their clothes easily.
3-Evaluation of Alternatives-In this stage, a consumer has a
good idea of what

4-Purchase Decision-In this stage, a consumer is processing

the information from the
information search and deciding on the products, store, and
payment options.
More importantly, they are making the decision to move
forward with the purchase or not.

5-Purchase-This is the stage that the transaction is completed.

The actual problem that was recognized is solved!

6-Post-Purchase Evaluation-In this stage, the consumer

determines if they are satisfied or dissatisfied with the
purchasing outcome. Here is where cognitive dissonance
occurs, Did I make the right decision.

GENERIC COMPETITION
The Indian Detergent Market is estimated to be around
12000 Cr comprising of
Luxury soaps, Synthetic detergent powders and bars.
The major players or competitors for SURF EXCEL are:

ARIEL :

Surf Excel major competitor in the market is ARIEL which is a P&G Product.
Ariel has been associating the brand with customers on the bases to give
them superior quality at best prices.
Its target market generally covers Middle Class, Upper Middle Class
and Upper Class of the population.

NIRMA:

In a short span of time, with indigenous process, packaging and low

profiled marketing,
Nirma created an entirely new market segment in domestic marketplace
and quickly emerged as a DOMINANT MARKET PLAYER.

TIDE:

Another P&G product serves to be as a good competitor to SURF EXCEL because

of its hard hitting ads showing before-and-after cleaning comparisons.
With its mission to unearth and cultivate the deep connections that
customers have with its products
TIDE HAS BEEN GROWING LEAPS AND BOUNDS.

SWOT ANALYSIS

SWOT ANALYSIS

STRENGTH:
1)
1) The
The premium
premium detergent
detergent brand
brand was
was introduced
introduced in
in the
the year
year 1959
1959
2)The
2)The feature
feature of
of path
path breaking
breaking technology
technology and
and time
time taken
taken by
by 50%
50%
3)Hindustan
3)Hindustan Unilever(HUL)
Unilever(HUL) shares
shares a
a strong
strong distribution
distribution network
network
which
which proves
proves to
to be
be beneficial
beneficial for
for the
the PRODUCT.
PRODUCT.
4)In
4)In order
order to
to keep
keep the
the brand
brand at
at the
the top
top in
in the
the minds
minds of
of consumers
consumers
GOOD
GOOD BRAND
BRAND VISIBILITY
VISIBILITY AND
AND ADVERTISING
ADVERTISING
WITH
WITH NEW
NEW AD
AD CAMPAIGNS
CAMPAIGNS is
is seen
seen in
in Surf
Surf Excel.
Excel.

WEAKNESS:
1)Slightly high prices proves to be a restraint in reaching to the
mass of customers.
2)Generally in rural markets PRODUCT AWARENESS is
not seen.
3)The brand faces fierce competition or Legal issues due to
BRAND WARS

SWOT ANALYSIS

OPPORTUNITY:
1)
1) By
By penetrating
penetrating into
into the
the rural
rural markets
markets possibility
possibility of
of
rapid
rapid growth
growth is
is expected.
expected.
2)
2) The
The product
product needs
needs to
to build
build an
an adaptive
adaptive feature
feature in
in itself
itself
with
with changing
changing customer
customer needs
needs and
and improving
improving life
life styles..
styles..

THREATS:
1) Too many competitors and entry of new players in the
market is posing a problem for SURF EXCEL.
2) Detergent sector is marked with having low profit
margin as well.

UNILEVERS MESSAGE
We have always believed that dirt is a valuable way to enrich
our lives both young and old. To ensure that everyone,
anywhere in the country can share in this initiative. We are
investing heavily in developing a range that suits the pockets
of all income groups. This has included launching affordable
products that only offer the top clean advantages of SURF
EXCEL, but also reduce the time, physical effort and amount
of water needed to wash clothes by hand.

BRAND PHILOSOPHY
Surf excel believed that stains are good. This is because when
children go out and play and get dirty, they dont just collect
stains, they experience life , make friends, share with each
other, learn from each other , this helps them get stronger and
get ready for the world outside. This year however SURF EXCEL
has taken the concept of DIRT IS GOOD because DIRT=PLAY
and PLAY IS GOOD to a deeper level. As a socially responsible
company and brand. It believes that they can create a platform,
on which they can take this message forward to showcase how

FUTURE DIRECTION
SURF EXCEL already has a huge customer base. So their
priority in the coming years has to be hold on to these
existing customers and defend their turf from competitors.
They will also have to adapt and change with times like
they did before by changing their whole promotion
platform. That is a kind of strategizing that keeps a brand
alive in todays competitive market.
INDIA is a country where there are more villages than
there are towns. In these villages lie the customers that
SURF EXCEL has not captured yet. These are remote
villages where surf has not reached.
So may be it is a good idea to come up with a variant that
can compete in the economic segment against detergents
like NIRMA.

CONCLUSION
At last we are now on a conclusion that SURF EXCEL brand
was not very effective in market in its early stage but due
to its marketing strategies it had covered the whole market
by analyzing the needs and behavior of the consumers.
We can also recommend SURF EXCEL that it should
concentrate more on trade promotions, consumer
promotion, increase trade margins (currently 7%) .
Increase point of purchase displays try to get more shelf
space in small scale retailers.
SURF EXCEL should increase it presence in rural markets.
Company needs to reinvent ad campaign. It will be
beneficial to the brand with some social cause.
It should also balance between frequency and continuity of
media schedule saves cost.

THANKYOU