1. CORPORATE STRATEGY OF SURF EXCEL

2. 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.
Product Life Cycle

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

4. 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”

5. Product Induction Timeline
1990
1996
1970
2002
2006
2003

6. 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

7. STP OF SURF-EXCEL

8. 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.

9. 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)

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

11. MARKETING MIX
Product
Price
Place
Promotions

12. 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

13. 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)

14. 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

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

16. 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

17. 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

18. 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

19. 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
Product Life Cycle

20. 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.
Product Life Cycle

21. COMPETITORS
Ariel
Tide
Nirma
Wheel
Product Life Cycle

22. 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.
Product Life Cycle

23. 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”
Product Life Cycle

24. Thank you
Product Life Cycle