Vinay Bharaj Sandhya Bhat Bramha Raj Sunny Detani Rohan Gupta Saket Jain Lovina Jhunjhunwala

Overview A product of Unilever: SURF EXCEL Launched in 1948 under the brand name ‘Surf’ in Pakistan & in 1959 launched in India as a first detergent powder Sold under various brand names; such as Omo in Brazil, Persil in UK and Skip in France, Greece, Spain and Portugal. Some of the other major detergent products of Unilever in India are Rin and Wheel. The latest entry into the segment is Comfort, a Fabric Conditioner. Surf Excel: Currently running successfully with the tagline “daag ache hai”

Marketing Mix

Product

Price The pricing strategy for Surf excel have mostly been in accordance with its competitors

Promotion

Place

SWOT Analysis Weaknesses Strengths Strong brand portfolio Solid base of the company Good brand visibility Social responsibility of the company Slightly higher price Low product awareness in rural markets Substitute products Strong competitors Oppurtunities Threats Rapid market growth with further rural penetration New markets in different countries Changing from soaps t detergents Low profit margins Threats from existing and new players Changes in lifestyle

•Targeting quality driven customer who are ready to pay a premium Segmentation Target Market Demographic • Women, aged 25 and above Housewives esp. with kids High and upper middle income groups Geographic • Tier 1 and Tier 2 cities • Bulkier SKUs in Urban markets • Started targeting rural markets Psychographic •Targeting A1, A2, B1, B2 SEC Behavioral •Targeting quality driven customer who are ready to pay a premium

Porter’s Five Forces Analysis COMPETETIVE RIVALRY (High) THREAT OF NEW ENTRANTS (Medium to High) BARGAINING POWER OF CUSTOMERS (Low bargaining power High power of Choice) THREAT OF SUBSTITUTES BARGAINING POWER OF SUPPLIERS (Low)

PEST ANALYSIS POLITICAL ECONOMIC SOCIAL TECHNOLOGICAL Changes in tax policies Mandatory legislations with respect to ingredients ECONOMIC Premium product Increase focus on exports and imports SOCIAL Changing Customer Expectations Frequent innovations Need to upgrade the product regularly TECHNOLOGICAL Need for continuous product development to maintain market-leader position Focus on R&D and development of Eco-friendly products

Brand Communication and thereby positioning.. 1959 : Surf was the first national detergent to use Television advertisements. 1970s : Competition from Nirma Washing Powder Launch of ‘Lalitaji’ campaign to communicate the price value equation 1990s: Rising competition from ‘Ariel’ Surf launched the highly memorable “Daag Dhoondte Reh Jaaoge” campaign 2003 : Save 2 buckets of water A revolutionary product with a low foam formula which would effectively remove stains and save 2 buckets of water.

A journey in brand communication 2006 : Launch of Surf Excel Bar Migration of Rin Supreme bar to Surf Excel Bar “Good News Bad News” Campaign 2006 – Present “Daag Ache Hai!” campaign Promoting learning through play Recent Initiatives Kids Today Project #PlayFace, #BusyKids, #CityKids, #LearningisMessy

Detergent consumption Based on monthly household spending on detergent power by income bracket

Detergent consumption The detergent consumption in India is less in comparison to the other Asian countries. Per capita consumption in India is around 2.7 kg per year Philippines and Malaysia, the per capita consumption is 3.7 kg, and in USA it is around 10 kgs. The detergent market in India is expected to have a growth rate of 7 % to 9 % per year in terms of volume.

COMPETITOR ANALYSIS Surf Excel – 37.8% Ariel – 7.7%

MAJOR COMPETITOR ANALYSIS- SURF EXCEL V/S ARIEL FEATURES SURF EXCEL ARIEL COMPANY HUL P&G NATURE OF PRODUCT PREMIUM TARGET MARKET UPPER AND MIDDLE CLASS VARIANTS Surf Excel Blue, Surf Excel Automatic and Surf Excel Quick wash , Ariel Front-o-mat, Ariel Spring Clean and Ariel Fresh Clean MARKET SHARE IN PREMIUM SEGMENT 37.8% 7.7% USP it reduces soaking time and water usage by 50%. It also contains a lesser amount of bleach removal of tough stains while taking care of cloth quality and imparting a fresh fragrance to it LAUNCH YEAR 1959 1991

ANALYSIS AND OBSERVATION ABOUT THE TWO Surf Excel - Experienced Player - Competitive Advantage with well laid distribution and retail network - Innovative advertising approaches - Willingness to venture out with new variants Ariel - Strong first mover advantage in the Pricing War - Entrenched firmly in minds on basis of superior cleaning quality - Need to bring out new variants - focus on aggressive advertising important Both need to venture out: - Explore Rural Markets - Invest in Research for Niche Products - Find New Consumer Categories - Fight Regional Players with a Customized Market Plan Final Rating 51/40

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