Download - Surf Excel Workshop (Product overview)
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An Overview of Surf Excel
By:
Abdul Khadar
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Introduction
• Fabric Wash Market in India o Total Market Size Rs. 8800 Crores
o Total Volume- 2.3 Million Tones +
o 98 percent Penetration in India
o CAGR -10 per cent
• Consumption Pattern Increase 55 per cent Urban (14 percent users of Washing Machine)
45 per cent Rural
• Major Players o HUL
o Nirma
o Ghadi
o P&G
Source : Business Standard, 29-11-07
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History of Hindustan Lever
1959 – HUL Introduced SURF.
1970 – Launch of Nirma Power. Brand Lalitajee launched.
1990 – Emergence of concentrate & Mid price segment powers.
Ad Campaign “ Daag Doonthe rah jaoge” was launched.
1996 – Surf Excel launched. Ad Campaign “ Jaise bhi Daag ho, Surf Excel hai na”
2003 – Surf Excel Quick wash launched “ Ad campaigns on Shortage of water across country”
2005 – Ad Campaign “ Daag Acche hai na “.
2006 – Rin – Supreme BAR. Ad campaign “ Good news, Bad news “
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Other Products of HUL :-
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PRODUCT OF FOCUS
SURF EXCEL
• It is the oldest detergent
To be present in INDIA
Since 1960.
• It believes that children must be free to
experience their LIFE for themselves…
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PRODUCT
• SURF EXCEL
• Advance
• Tropical
• Small & mighty
• Automatic
• Blue detergent
• Quick wash
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BRAND EVALUTION
HISTORY:-
• Launched in 1959 & first in Indian
detergent powder market.
• It was the first Fast Moving Consumer
Goods (FMCG) for Detergent.
• Brand to set up a one-stop
shop - called Care line - for people seeking solutions to their varied
laundry problems.
• Surf was the first brand of detergent that was advertised on TV. It is
advertise on more than 300 channels across the globe .
• Introduced the concept of bucket wash to housewives who were used to
washing clothes with laundry soap bars.
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Washing Powder Market In India
source : IMRB
Segmentation Of Detergent
Powder Market
PREMIUM
Ariel- Ultramatic & Spring clean Surf -Automatic &
Quick wash
MID PRICED
Surf Excel Blue, Tide,
Stain Champion
MASS MARKET
Wheel , Fena, Nirma,Ghadi etc.
Laundary Care Market
Washing Powder (51 percent)
Detergent Bars Liquid
(New Entrant)
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Size Surf excel
Quick wash Surf excel
blue Surf excel automatic
Sachet Rs. 2/- Rs. 2/- -
200 gm Rs. 23/- Rs. 20/- -
500 gm Rs. 56/- Rs. 41/- Rs. 80/-
1 kg Rs. 109/- - Rs. 155/-
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Segmentation: • Surf was launched in 1959.
• A family brand with tough stain removal and caring image.
- International to Ultra to Excel
• Surf Excel is available in 4 variants:
o Surf Excel Blue
o Surf Excel Quick Wash
o Surf Excel Automatic
o Surf Excel Detergent Bar
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o HUL have three brands in laundry
category..
1. Surf excel 2. Rin
3. Wheel
o In 2006 Rin supreme bar was
replaced by surf excel bar.
o Surf Excel is available in 3 variants:
Surf Excel Blue, Surf Excel Quick Wash
and Surf Excel Automatic.
o Mainly targeting mothers and
children
o Positioning as every type of stain
removal.
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Surf Excel
The Lalitajee Campaign
Surf Excel Automatic Testimonials by
IFB
Daag Acche Hain
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Competition By other Brands:
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SWOT FOR SURF EXCEL
STRENGTH
• India’s largest selling detergent company.
• Brand innovation and renovation.
• Reach of the product.
• Competitive advantage.
• Supply chain & distribution.
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Weakness:
• Labor and input cost
• Costly
• Managing scale
• Raw material
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OPPORTUNITIES
• Indian market for FMCG is growing @ 20%
• Niche target market.
• Market penetration
• Geographical export
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THREAT • Cheaper product eat into HUL market share.
• Competitor trade strategy.
• Urban consumer are shopping less.
• Product from it’s own stable.
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Conclusion:
Experienced players.
Competitive advantage with well laid distribution and
retail network.
Innovative advertising approaches.
Willingness to venture out with new variants.
With Addition to the above they have to concentrate on
the following:-
1.Explore Rural Markets
2.Invest in Research for Niche Products
3. Find New Consumer Categories
4. Fight Regional Players with a Customized Market Plan
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Questionnaire: Basic Information:
• Name:
• Occupation:
• Age:
• Marital Status:
1.How do you wash your Cloths..?
a.By Hand b. By Machine
c.Others
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2. What is the current brand of detergent you are using..?
a.Wheel b.Rin
c.Surf Excel d.others
3. Which detergent have you used in past..?
a. Rin b. Surf Excel
c. Wheel d.others
4.Which product variety of surf you like to use?
a .Quick Wash b.Advance
c.Tropical d.Others
5.What Kind of smell do you like in Detergent?
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6. What is the most preferable promotional Scheme?
7. Which Brand has the most Influential Ads?
8. Does your consumption of washing powder is seasonal?
a.Yes b.No
9. Through which medium of promotion you are more likely influenced?
10. How loyal are you with your current brand of detergent?
11.Any Suggestions??
……………………………………………………………………………………………………………………………………………………………………………………………………….
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