Submitted by

RATISH MISHRA (14PGP037)

RAVINATH SINHA (14PGP038)
RINI SHEPHALI (14PGP039)
RISHI KATIYAR (14PGP040)
ROHIT KRISHNAN (14PGP041)
SINDHU NA (14PGP042)
 Tagline: “Daag Ache Hain (Dirt is good)”

SURF EXCEL-QUICKWASH Parent Company: Hindustan Unilever

Surf Excel Quickwash Advertisement

Year:2014
YouTube Link: https://www.youtube.com/watch?v=EneI08ewzoQ

SEGMENTATION TARGETING POSITIONING

Geographical : National but As a premium laundry
Housewives with children in
more focused on urban and detergent that can remove
primary school
semi urban markets all types of dirt and stains.

Demographic: Married couples Has introduced 10 rupee

Multiple stain removal with
in the SEC A1- C socioeconomic sachets to target the lower
one product
category. income category.
 Tagline: Spread the Brightness

Parent Company: Hindustan Unilever

Sunlight Orangeman Advertisement

Year:2009
YouTube Link: https://www.youtube.com/watch?v=EneI08ewzoQ

SEGMENTATION TARGETING POSITIONING

Geographical : Presence in only
Kerala and West Bengal. Caters
families living in both urban and
rural regions of these two states.
Demographic: Targets all households in
these two states. Premium powder
variant for customer segment s B2- E in
urban Markets and R2,R3 group in
rural markets
Middle income families ,Young
married couples, who wear
colorful clothes.
Has a cheaper soap variant that is
targeted towards the lower income
groups in the same markets. Also
comes in rupee 1 sachets
A reliable detergent
that keeps your clothes
sparkling clean plus prevents
any color loss from the clothes
Enjoys a lot of brand loyalty by virtue
of being in the market for a prolonged
period of time. One of the first brands
launched by HUL in India. Market
leader in both Kerala and WB

SEGMENTATION
Geographical : Native product
manufactured by an Indian company.
Prevalent in Mumbai and few suburban
regions. Has made efforts to penetrate
into other regional markets.
Demographic: Targets low income
groups in urban, suburban and rural
markets in various regions around
india.SEC classification D-E2,R3,R4
Tagline: “Fena hi Lena”
Parent Company: Fena
Fena Detergent Sunglass
Year:2013
YouTube Link: https://www.youtube.com/watch?v=BKQFkBImJ_k
TARGETING POSITIONING
Low income groups in Urban and rural A cheap effective detergent to can
regions. Also targets dhobis and whiten all kinds of clothes
people in laundry business
 Tagline: “Use with Confidence”

Parent Company: Goramal Hariram Ltd.

555 Soap & Detergent

Year:2014
YouTube Link: https://www.youtube.com/watch?v=ob6MIuYzDLY

SEGMENTATION TARGETING POSITIONING

Geographical : Localized pockets Families in the lowest income An extremely inexpensive yet
group who are looking for a
around the country. Places cheap detergent to clean their effective detergent brand. As
around Delhi, Rajasthan and UP clothes cheap as Rs 20/kilo.
Demographic: Targets low income
groups in urban, suburban and rural
markets in various regions around
india.SEC classification E2,R3,R4
 Tagline: “Daag achchhe hain”

Parent Company: Hindustan Unilever

www.youtube.com/watch?v=_9e0h2YQcoY

SEGMENTATION TARGETING POSITIONING

Geographic: India A premium category detergent Premium Detergent Brand
which is customized for front- for HUL
load washing machines

Demographic: Middle and Urban families which use

washing machines to wash
High income group using clothes due to convenience and
washing machines lack of time
 Tagline: “Specially Made More Babies””

Parent Company: Procter & Gamble

http://www.youtube.com/watch?v=ruTnUO
edGvU

SEGMENTATION TARGETING POSITIONING

Geographical: House wives specially Mother-trusted,

U.S, Canada, U.K, Europe with kids Pediatrician
Tier 1 and Tier 2 cities recommended
Demographic : Mothers of High and upper middle
new-born. High and upper class income group.
middle class income group
SEC A1, A2, B1, B2
 Tagline: “Ab Power Aap Ke
Hathaon mai”

Parent Company: Hipolin ltd.

http://www.youtube.com/watch?v=-
SDcw6zj-KQ

SEGMENTATION TARGETING POSITIONING

Geographic: Rural and semi Has a cheaper soap variant that
Mail ka dushman tagra
urban Gujarat, Rajasthan, is targeted towards the lower
Chamkaye har kapda
Maharashtra , Africa income groups in the same
markets.
Demographic: Middle A cheap effective
income group. SEC B2, C, detergent to can whiten
D, R1 all kinds of clothes
 Tagline: “Part of the fabric of life”

Parent Company: Procter & Gamble

http://www.youtube.com/watch?v=euO9T-
jPLPE

SEGMENTATION TARGETING POSITIONING

Geographic: Tier 1, Tier 2 cities, Targeting quality based Bold 2in1, was based on the
metros. U.S, U.K, Canada, customer . It is 2 in 1- washing proposition that it was
Russia, Europe detergent and fabric softener. cheaper and easier to buy
than two separate products.
Demographic: High Younger, busy people, with no Focus less on exotic fragrances
time and strapped for cash, who
income group. SEC A1, A2, want a fast, practical, softening and luxury - this is more than
B1, B2 Ambitious and freshening laundry. covered by fabric conditioners.
 Tagline: “Naye jaise white ho to
Tide ho”

Parent Company: Procter & Gamble

http://www.youtube.com/watch?v=SSjliwct
rsQ

SEGMENTATION TARGETING POSITIONING

Geographic: India Lower middle class (Tier 3 & A detergent powder which
Tier 4) provides cleanliness keeping
the hands of the washer
smooth at the same time
Demographic: A tier-3
(lower middle class)
detergent
 Tagline: “Dazzling bright clothes”

Parent Company: Reckitt Benckiser

http://www.youtube.com/watch?v=Zrfmy9
4VFD0

SEGMENTATION TARGETING POSITIONING

Geographic: Throughout India Cheap fabric whitener for Cloth whitener that protects
Housewives from urban the clothes and also gives it
households desired shining.

Demographic: Middle and

Low income group.
 Tagline:- Pehle istemaal kare, fir vishwaas kare

Parent Company
Rohit Surfactants Private Limited

Ghari 2013 ad
https://www.youtube.com/watch?v=f4b63
QRY-Os
SEGMENTATION TARGETING POSITIONING
Geographical: Home state – Tier-4 & Tier-3 families, A detergent which
Uttar Pradesh, provides cleansing at
Housewives
Adjoining markets – Madhya competitive prices
Pradesh, Bihar, Punjab

SEGMENTATION
Geographic: A national
product –
one of India’s largest brands
Tagline:- Nimbu ki shakti aur hazaro phoolo ki
khushboo; mehangi wali dhulai
budget mein samai
Parent Company
HUL (Unilever)
Active Wheel 2014 ad
https://www.youtube.com/watch?v=uqzfgz87
dgA
TARGETING POSITIONING
Bring delight into the lives of millions
Tier-4 & Tier-3 families of women across the country by
giving them a blissful laundry
experience reminiscent of the
fragrance of thousands of flowers.
 Tagline:- The best cleaner to let you shine

Parent Company
HUL (Unilever)

SEGMENTATION TARGETING POSITIONING

A specialist surface cleaner that can
Geographic: Australia, Newzealand,
Women of all categories be used on all types of surfaces -
Middle East, Nordic Countries Kitchen tiles, gas stove, kitchen
platform, floor and furniture

Demographic: SEC A, SEC B,

SEC C, SEC D
 Tagline:-
Sabki Pasand Nirma, Washing Powder Nirma’

Parent Company
Nirma Ltd

Nirma 2013 Ad
https://www.youtube.com/watch?v=6Laupyq
EkGc
SEGMENTATION TARGETING POSITIONING

Geographic: National, mainly Quality at very affordable

Low Income people price
Gujarat (hometown)

Demographic: SEC C SEC D and

SEC E in Urban
SEC R2 SEC R3 SEC R4 in Rural

SEGMENTATION
Geographic: US, Canada,
Latin America, India, Israel,
Morocco,
Saudi Arabia, Philippines
Demographic: All Urban
Households except SEC E and All
Rural Household except SEC R3,
SEC R4
Tagline:- White hai to tide hai
Parent Company
Procter and Gamble
https://www.youtube.com/watch?v=KSii9d7
P5D8
TARGETING POSITIONING
Product which has all
People with a fixed the qualities required
Household Budget from a detergent-quality,
fragrance and low price
Women aging 18 to 54 years
old
 Tagline: “Sirf yaadein taza rakhein, daag
nahi”

Parent Company: Procter & Gamble

https://www.youtube.com/watch?v=dtcLO9I
KzoU

SEGMENTATION TARGETING POSITIONING

Geographical: Presence in
Working women, Positioned as dirtiest stain
urban and semi-urban areas
housewives cleaner by micro cleaning
system in product

SEGMENTATION
Geographical: Presence in
urban, semi-urban and rural
areas
Demographic: Targets low and
middle income groups
Tagline: “Dugni safedi, Dugni chamak”
Parent Company: HUL
https://www.youtube.com/watch?v=y9OZZ
TLfnWI
TARGETING POSITIONING
It enables people to look
Every Indian household- for good in superior white
washing purpose clothes and hence giving
confidence
 Tagline: “Kadak bhi, Chamak bhi”

Parent Company: Marico

https://www.youtube.com/watch?v=2wE
iuL1t-NI

SEGMENTATION TARGETING POSITIONING

Geographical: Presence in House wives who regularly Give your clothes a
urban and semi-urban areas starch their clothes fresh new look instantly
 “Everyone loves clean. Clean says you’re in
control of your life and your surroundings”

Parent Company: Amway & Alticor

https://www.youtube.com/watch?v=LBfH-
MEI1TY

SEGMENTATION TARGETING POSITIONING

3-in-1 laundry detergent, pre
Geographical: Presence in Working women
treats, cleans and softens
urban area
clothes

SEC A1,A2
 Tagline: “Trust pink- Forget stains”

Parent Company: Reckitt Benckiser

https://www.youtube.com/watch?v=u8unX
NuH49E

SEGMENTATION TARGETING POSITIONING

Geographical: Presence in urban Housewives, working women Removes tough dried stains
and semi-urban areas
Thank You