Analysis of HUL’s

Surf Excel
Presented by:
Group 11
Manvi Bolia
Mohdmahir Shaikh
Nancy Gupta
Nehal Jain
Nishita Arora
Piyush Hirwani
Introduction to HUL & Surf Excel
Type: Public Ltd. company
Industry: FMCG • Surf excel was launched in 1959 as Surf, and was
Founded: Mumbai, Maharashtra in 1933
renamed to its current name in 1996.
Headquarters: Mumbai, Maharashtra
• It recorded sales of ₹ 5,375 crores in FY 2019-20.
Products: Soaps, detergents, shampoos, skin care,
toothpastes, deodorants, cosmetics, tea, coffee, • It’s name is largely synonymous to detergent
packaged foods, ice cream, and water purifiers, etc.
Revenue: ₹ 38,273 crores (the financial year 2019-20) powder in the country as it was the first brand to

• It has 35 brands spanning over 20 distinct product replace soap bars.

categories.
• Initially it was named Hindustan Vanaspati • It was also the first detergent brand to advertise its
Manufacturing Co. and was renamed to HUL in June
2007. products on TV.
Market Size and Market Share of Surf Excel

Market Share
25

20.1
20 18.9
17.1

15 14.4

10 8.6
6.9 6.6

5
2.4 2.1
1.2 0.9 0.8
0
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Market Share
 Segmentation, Targeting and Positioning
Segmentation: Geographic, Demographic, Psychographic, Behavioural

Targeting:
 Upper Middle to Higher income groups.
 B2B Models: hotel industry, laundry parlours, etc.
 Homemakers: somebody who does budget allocation, mostly women.
 Households with kids.
 Targeting quality driven customers.

Positioning: Surf Excel positions itself as a high quality, medium priced brand
which is a necessity in day to day household activities. It has an emotional
connect with people as it uses children in its advertisements which has positioned
itself as clearing any stains in the clothes and always came up with product which
is reliable.
 Marketing Mix of Surf Excel
Product Mix
• Surf Excel has constantly upgraded its products.

• Main categorisation of products:- 1) Hand wash 2) Machine

wash.

• Surf excel includes wide range of products like Surf Excel

Detergent Powder, Surf Excel Quickwash, Surf Excel Easywash,
Surf Excel Blue, Surf Excel Bar, Surf Excel Liquid Detergent, Surf
Excel Matic Liquid front load and top load, Surf Excel Matic -
Liquid and Powder Detergent (Front & Top Load).

• Surf Excel comes in different sizes-60g, 200g, 500g, 1kg, 2 kg,

and 5kg packs.

• With the aim to fulfill the needs of the lower-income group

they produced a 60g pack.
 Price Mix

Product Name Quantity Price (Rs.)

• Skimming pricing policy at start
Surf excel Matic Liquid Top 1.02 Lt 199
Load
changed it to medium pricing policy.
Surf excel Matic Liquid 1.02 Lt 202
• Maximum market share pricing Front Load
Surf excel Quickwash 1.O kg 180
strategy.
Surf excel Matic Top Load 1.0 kg 225
• Product bundling pricing strategy. Surf excel Matic Front 500 gm 125
Load
• Quantity and seasonal discounts.
Surf excel Easy Wash 1.0 kg 165
• Launched sachets of different sizes Surf excel Bar 100 gm 10

to target every household.

 Place Mix
Factory

• In 2014: tie up with more than 1 million retailers,

↓
a network of 7000 Stockists, 2000+ suppliers and
Depots & Warehouses
associates.

• Now: decentralised stocking locations, depots ↓

and warehouses all over country. Retailers

• Finished goods in these warehouses also act as

↓
buffer stock in case of surge in demand.
Consumers
Promotion Mix

• 360° promotion for its product.

• All promotion based on tagline ‘Dirt is good’.
• Adopted both ‘Above the line’ and ‘Below the line’ promotional
strategies with help of TV ads and competitions.
• Used social media to build customer relationships.
 Survey Analysis

Q: What is your age? Q: How much quantity do you prefer Q: Which detergent brand do you
to buy at one time? use?

6% 3% Others
Ghadi 6%
23% 17% 2%
Ariel
6%
Tide
17%
Surf Excel
39% 68%
54%

26%
32%

18-24 25-30 5 KG 2 KG Surf Excel Tide Ariel

31-45 46 and above 1 KG 500 Gms or less Ghadi Others
Q: If you use Surf Excel, what attracts you the most about it?

17%
28%

26%

30%

Price Variants Advertisements

Fragrance Packaging

Q: If you do not use Surf Excel, would you be willing to switch

over if it met your requirements?
6.9

26.3

66.8

Yes No Maybe
SWOT Analysis
Conclusions
• Willing to venture out with new variants.
• Innovative advertising approach.
• Competitive advantage, well laid distribution, and retail
network.
• Emotional and social connect.
• Moment Marketing as an advantage.

Recommendations
• Minimizing the toxic effects of the chemicals that the
detergent has on the environment.
• Better packaging for being more sustainable.
• Better reach to the rural and semi-rural areas.
• Being more price sensitive to cater the mass audience.