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

2. 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”

3. Marketing Mix

4. Product

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

6. Promotion

7. Place

8. 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

9. •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

10. 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)

11. 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

12. 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.

13. 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

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

15. 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.

16. COMPETITOR ANALYSIS
Surf Excel – 37.8%
Ariel – 7.7%

17. 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

18. 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

19. Thank You!