THE DETERGENT THE DETERGENT POWDER SURF POWDER SURF

EXCELEXCEL

(FAMOUS (FAMOUS PRODUCT AND PRODUCT AND

FAMOUS BRAND FAMOUS BRAND OF HUL)OF HUL)

GROUP MEMBERSGROUP MEMBERS

• RICHAL CORREIA 14• SHERYL D’SOUZA 20• RAJNISH DUBEY 22• KAMLESH KEWAT 52• PRAMOD KUSHWAHA 59

INTRODUCTIONINTRODUCTION• Surf Excel, launched in 1954, is one of the oldest

detergent powders in India.

• Initially, the brand was positioned on the clean proposition of “washes whitest”. However, with the emergence of numerous local detergent manufacturers and the entry of other global brands

• Surf Excel underwent various changes in its Brand

Communication; from 'lalitaji' to 'dhoondte reh jaaoge' to 'jaise bhi daag ho, surf excel hai na', and is today communicated on the platform of 'Dhaag achcha hai'.

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• This is in line with the global communication platform of Dirt Is Good, which is a communication strategy of Unilever for its premium detergent products, sold under various brand names; such as Omo in Brazil and Persil in UK and France.

• Today, Surf Excel leads the Premium Fabric Wash Category in India. Some of the other major detergent products of Unilever in India are Rin and Wheel.

HISTORYHISTORY

CONTINUE……………..CONTINUE……………..• It was launched in 1954 and was first in Indian

Detergent powder market. • It was the first fast moving consumer goods

(FMCG) for detergent. • Surf excel was the first brand of detergent that was

advertised on the T.V. • It is advertise more than 300 channels across the

global. • It introduces the BUKET WASH to housewives and

also to use washing clothes with soap bar.

PRODUCTSPRODUCTS It is the oldest detergent. It believes that

children must be free to experience their life for themselves…….

The products are:• SURF EXCEL• Advance• Tropical • Small & mighty • Automatic • Blue detergent• Quick wash

RANGE OF THE PRODUCTSRANGE OF THE PRODUCTS

2 kg 1 kg

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500g 100g

PRICE OF THE PRODUCTSPRICE OF THE PRODUCTS

2 kg Rs.405 1 kg Rs.210

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500 g Rs.250 100 g Rs.20

PRODUCT FEATURESPRODUCT FEATURES

• Time oriented• Organizational goal• Customer service priority• Customer contact• Degree of customer commitment• Sources of quality• Basis for seller customer

PRICING METHODSPRICING METHODS• Pricing is one of the four Ps of the marketing mix.

• The other three aspects are product, promotion, and place.

• Pricing is the process of determining what a company will receive in exchange for its products.

• Pricing factors are manufacturing cost, market place, competition, market condition, Quality of product.

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• The effective price is the price the company receives after accounting for discounts, promotions, and other incentives.

There are three types of pricing method. They are:• Goldilocks pricing• Demand-based pricing• Multidimensional pricing:

MARKETING STRATEGYMARKETING STRATEGY The marketing strategy of surf excel detergent is

divided into three parts. They are:

• Segmentations

Urban Rich

Urban and Sub Urban Upper Middle and Middle Class

Rural Poor

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• Targeting

• Positioning

MISSION STATEMENTMISSION STATEMENT

We are surf excel unit in fresh and innovative way about the needs of our customer and how we want them to feel. We deliver what we promise and go out of our way to light the customer a little bit.

VISION STATEMENTVISION STATEMENT

By 2010, we will be the more admired brand in India. We will be loved by more customers. We will be targeted by top talent bench marked by more businesses.

PRODUCT LIFE CYCLEPRODUCT LIFE CYCLE Most product sales observed over long periods

can be portrayed as bell shaped curves – Product life cycle curves which can be typically divided into four stages: Introduction, Growth, Maturity and Decline.

Product Life Cycle asserts four things. They are:

• Products have limited life.

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• Product Sales pass through distinct stages, each posing different challenges, opportunities and problems to the seller.

• Profits rise and fall through different stages of the

life cycle.

• Products require different marketing, financial, manufacturing, and purchasing and H.R. strategies in each life cycle stage.

CONTINUE………………CONTINUE………………• Introduction stage: • Growth stage:

• Maturity stage: Most of practical Marketing management

deals with a mature product. Hence the most important phase in PLC. Three Phases are:

1. Growth Maturity: Sales growth starts to fall due to distribution saturation. Growth predominantly due to trial by laggards.

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2. Stable Maturity: Most potential customers have tried the product. Future sales governed by population growth and replacement demand.

3. Decaying Maturity: Absolute level of sales decline. Slow down in sales growth causes over-capacity ----- Intensified competition ----- price wars ---- profit Erosion---- weak exit.

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• Decline stage : Sales of most products/brands eventually decline:

1. Technological advancements in the product category.

2. Consumer shifts in taste & perception.

3. Increased domestic & foreign competition------

BCG MATRIXBCG MATRIX

SWOT ANALYSISSWOT ANALYSIS

• STRENGTHS

• WKAKNESS

• THREATS

• OPPORTUNITIES

MANAGEMENT

BOARD OF DIRECTORS

CEO UNILEVER

“PAUL POLMAN”

CEO OF UNILEVER (FROM OCT. 08)

UNILEVER STAFF

TODAY UNILEVER EMPLOYEES 179,000 PEOPLE IN 150 COUNTRIES WORLDWIDE

TODAY UNILEVER EMPLOYEES IN PAKISTAN ARE1677.

THANK YOU!!!!!!!!!!!!!