CORPORATE STRATEGY OF SURF EXCEL

When children go out to play and get dirty, they don't just collect stains. They experience life, make friends, share with each other and learn from each other. This helps them get stronger and get ready for the world outside. 17-09-2018 Product Life Cycle

Surf Excel Surf is the name of the brand of laundry detergent made by the HUL It was introduced in the year 1959 as “SURF” One of the oldest detergents in India Surf excel underwent various changes in its Brand communication.

In 1990, following the launch of Ariel, Surf Excel became, Surf Ultra. In 1996, surf redefined itself by launching Surf Excel In 2003, the base variant Surf was relaunched as , “Surf Excel Blue” In 2006, it added Rin supreme bar as , Surf Excel Bar into its portfolio. Today surf excel leads the premium wash category in India with the baseline”DIRT IS GOOD”

Product Induction Timeline 1990 1996 1970 2002 2006 2003

MARKETING OBJECTIVES Surf has been in the market for a long time and has effectively managed its product life cycle with the help of product innovations and great marketing strategies Formulation of the detergents and the market targeted vary by region Launching variants in the washing powder category Effective Adcampaing Approaching new markets

STP OF SURF-EXCEL

STP TARGET GROUP Mainly housewives are the target group. The consumers are from lower income, middle income, high income bracket with different set of products They try to target the children through tagline “Dirt is Good”- the philosophy behind is that the children are the best influencers for any family’s buying decision.

STP in 2000 – Till Date Target Segment- Geographical- Tier 1, Tier 2 ,Tier 3 cities Developing rural areas Demographic- Income- High , upper and low middle level income groups Age- 25 and above Gender-Female(Housewives)

Psychographic- Attitude- ”attitude of paying more for a quality product” Positioning- “Do bucket paani, rozana hai bachana” “Daag achey hai”

MARKETING MIX Product Price Place Promotions

Strategy : 4Ps’ Product Range: Surf Excel Top Matic Surf Excel Front Matic Surf Excel Blue Surf Excel Bar Surf Excel Gentle Wash Surf Excel Liquid Detergent Surf Excel Easy Wash Surf Excel Quickwash

Cont.. Price : The pricing strategy of Surf Excel have always been in accordance with its competitors . Surf Excel Front Matic : Rs 216/kg Surf Excel Quickwash : Rs 170/kg Surf Excel Blue : Rs 191 (1.5kg) Surf Excel Bar : Rs 28 (250 gms) Surf Excel Easy Wash : Rs 90 (700 gms)

Place : Distribution Network – key strength which helps reach out its product across the length and width of the vast country. Factory-Wholesalers and Big Retailers, Warehouses, Distributor, Market. Direct coverage in over 1 million retail outlets 7000 stockiest 2000+ Suppliers& Associates

Cont.. Promotion – Traditional and Non Traditional means of promotion

Traditional Revamped campaign with a tagline- “Daag ache hain aur hamesha rahenge” Bill boards and posters Print media such as news papers, magazines, direct mails outdoors etc. Broadcasting media-TVand radio Word of mouth publicity

Non Traditional Linking to a social cause via save water campaign Specific ads during festive season specially Holi Holiday special events for kids on festivals like Ganesh Chaturthi, Krishna Janmashtmi in metro and tier 2 citie Flash mobs with kids Title sponsors of TV shows Surf Excel Little Masters 2010 Live Demonstrations

Cont.. Social events ‘Dirt is good’ website You tube channel Tied up with movie ‘Chiller Party’ Organizes various competitions 70 k children participated in the hand printing comp. smart choice contest winner to win whirlpool washing machine Social events-Organizing children’s festival from last 5 years ‘Dirt is good’ website-Youtube channel where children share their ‘dirt is good’ experience Tied up with movie ‘Chiller Party’ Organizes various competitions-world’s largest hand printing competition, surf excel smart choice contest

SWOT ANALYSIS STRENGTHS WEAKNESS Premium detergent brand for HUL introduced in 1959 Strong distribution network by HUL, which is beneficial for the products Good brand visibility High quality manpower Strong R&D Effective promotional strategy Slightly higher price prevents it from reaching to the mass of customers Product awareness not high among rural markets More expenses on advertising rather than development of new product Substitute products 17-09-2018 Product Life Cycle

opportunity Threats Rapid market growth with the further rural penetration Business and product development Upgrading customers through innovation(soap migration) Low profit margins in the detergent sector Threat from existing and new players in the market Chances of price wars. 17-09-2018 Product Life Cycle

COMPETITORS Ariel Tide Nirma Wheel 17-09-2018 Product Life Cycle

MAJOR COMPETITORS OF SURF EXCEL ARIEL (P&G) Customer benefit: Ariel is associating the brand with the customer on the bases to give the superior quality. Target market : Ariel target market includes middle class, upper middle class and upper classes Market positioning : Ariel is considered to be a trusted and premium brand. 17-09-2018 Product Life Cycle

NIRMA Target market: Nirma target market include upper,middle , lower income groups Positioning- Tagline : “Doodh si safedi,Nirma se aaye rangeen kapda bhi khil khil jaye” 17-09-2018 Product Life Cycle

Thank you 17-09-2018 Product Life Cycle