surf excel case analysis

7/27/2019 Surf Excel Case Analysis

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SURF EXEL CASE

STUDY


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Research Objectives

which is the most commonly used detergent in the market.

Which factors influence people to buy a particular brand ?

what is the penetration level of Surf in the market ?

to identify customer needs.


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Methodology

Sample Size of 40 respondents.

5 Males 35 Females

23w

St

W


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Income Group of Respondents Age Grou

> 20k, 10

10k-20k, 10

5k-10k, 14

45

13%


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GRAPHICAL ANALYSIS OF THE DATA

20 20

0%

10%

20%

30%

40%

50%

60%

70%

80%

90%

100%

Washing maching No Washing maching

Custo

mers

No of Washing Machine users


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0%

10%

20%

30%

40%

50%

60%

70%

80%

90%

100%

SURF

OTHERS

SURF, 21 OTHERS,

19

Customers Using Detergent

SURF OTHERS0 1 2 3

Whiteness

Easy on fabric

Lather

Gentleness on hands

Stain Removing Capacity

Others

2

2

1

Infulencing Factors for bu


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17

2 2

0

2

4

6

8

10

12

14

16

18

surf excel surf ultra surf super excel

DIFFERENT SURF CATEGORIES USED

0 1 2 3

Lataji ad Ad

Surf Excel Hai naa Ad

Dhoondthe Reh Jaaoge Ad

Other Ads

Surf Ads having greatest rete


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62%

38%

Effectiveness of promotion scheme

Dont Consider promotion Considers Promotion


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2

4

5 5

3

0

1

2

3

4

5

6

Different quantities available Style of packaging More schemes Price Any other

Suggestions for Improvements


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0

1

2

3

4

5

6

Tide Wheel Rin Ariel O

No.

Customers

Brand

Other Detergents used by customers


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2

3

4

Price of the detergent

fewer schemes

quality of the competitor detergent is superior

Packaging

other reason

Reasons for not purchasing Surf


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0

2

4

6

8

10

12

14

16

18

20

Friends Neighbours Advertisements Self- Experience Others

Noofpeople

Infulencers in Purchase


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0

5

10

15

20

25

Less than 1 kg 1-2 kg 2-3 kg 3-4 kg

Quantity usually purchased


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0

5

10

15

20

25

Once a week Once a forthnight Once a month Once in two mon

N

o.ofcustomers

Frequency of purchase


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Sachets, 3

Packets, 21

Jars, 9

Bigger Container, 5

Others, 2

Packaging Preference

Sachets Packets Jars Bigger Container Others


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0

1

2

3

4

5

6

7

8

9

10

Rin Wheel Surf Tide Ariel Henko

9

8

10

1

7

4

No.ofpeople

First alternative choice

There were l0 non-users of Surf who preferred it as their first choice of purchase in case of n

preferred brand

Users of Surf voted for Ariel, Rin, and Wheel as their first choice, given the sam


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Rin Wheel Surf Tide Ariel Henko

9

8

10

1

7

4No.ofpeople

SECOND ALTERNATIVE CHOICE


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34%

8%

22%

17%

8%

5%

Surf Tide Ariel Nirma Rin Henko

Preferred detergent amongst acquaintances of consumers


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ANALYSIS OF DATA

Quantity usually purchased is less than 2kgs. So it is better to go for 1kpackets.

Frequency of purchase is mainly once in a month or twice in a month

Respondents are preferring to buy mainly packets. Next they were goSachets and other types were very less preferred.

If preferred brand was not there, the respondents were choosing ma

4 brandsSurf, Rin, Wheel and Ariel. Only 3 detergents were preferred. Maximum number of respondents

Surf followed by Ariel and Nirma.

The major competitors of Surf are Wheel and Rin.


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The respondents consider price and schemes available while purchadetergents.

Surf has a plethora of promotional strategies which include advertiseof respondents on the area say that the advertisements/promotions da role in their buying behavior.

Surprisingly, 62% of the respondents give priority to whiteness and easparameters over stain removing capacity.


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RECOMMENDATIONS Go for packets and jars with quantity 1kg or 2kgs which are much pre

consumers since they generally purchase once a month.

Surf should launch a fighter brand to compete with the low priced delike wheel, rin, etc..

Promotional strategy should be directed at the middle aged customesalary of Rs 5000-2000.

Surf should concentrate more on Brand Building in order to compete competitors.

Promotions should concentrate on whiteness and easy on fabric whipreferred by the consumers.


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Schemes and promotions like free measuring spoon, extra quantity,bundled prices, lucky draws, coupons, etc should be promoted.

Schemes and promotions like extra quantity and bundled prices

should be promoted once every month. The frequency of purchaseis mostly 1 month.

Innovative Packaging.

Customers prefer a new color of the detergent powder.

Fragrance of the detergent can be improved.

surf excel case analysis

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