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AGENDA• Timeline    – HUL    – Surf Excel•   Laundry Market Scenario In India•   Competitors•   Marketing Strategy•   List...
TIMELINE- HUL• 1931 – Entered as Hindustan Vanaspathi Manufacturing  Company Limited• 1933 – Incorporated Lever Brothers I...
TIMELINE- SURF EXCEL•   1959 – Introduction of Surf•   1990 – Evolution of Surf Ultra•   1996 – Surf renamed as Surf Excel...
INITIAL POSITIONING   RE-POSITIONING
LAUNDRY MARKET SCENARIO IN                INDIA      Market Share in India             Premium Category            (2011)1...
COMPETITORS• Nirma   – Launched in 1969   – Captured non-consumers of detergent   – Catapulted Surf in 1980• Ariel   – Lau...
PRODUCT                            SURF EXCEL MATICSURF EXCEL BLUE                                       SURF EXCEL QUICKW...
PRICEC&F: Rs.12 per cartonWholesaler (Outsourced) – 5%Retailer (Outsourced) – 9%                      SOURCE:Sub-Distribut...
DISTRIBUTION STRATEGY               HUL              C&F    REDISTRIBUTION STOCKISTS             WHOLESALERS  RURAL       ...
PROMOTION• Advertisements  – Lalithaji - Surf vsNirma  – JaiseBhiDaag Ho… Surf Excel HaiNa  – DaagAccheHain  – Commonsense...
PROMOTION• Sales Promotion  – Mumbai Dabbawalas: Branded tablemats to offices  – For every 3.3 kg of Surf Excel Blue, a 16...
LIST OF HYPOTHESES1. The “DaagAccheHain” campaign has helped   Surf Excel reposition itself beyond detergent   to utility2...
SAMPLING PLAN AND DATA              COLLECTIONSampling PlanTarget Population: Detergent users of age 20 and aboveSampling ...
HYPOTHESIS -1
ANALYSIS     Regular Users of Surf Excel                                Yes               Surf Excel Users aware       27%...
Regular Users of Surf Excel                          ANALYSIS                                                    Yes      ...
Surf Excel is a Good Quality Product                     ANALYSIS60                                 5750                  ...
ANALYSIS      Surf Excel users’ message about Daag Acche Hain                                           Surf Excel makes c...
HYPOTHESIS -2
ANALYSIS             Mode of washing clothes                                                     Surf Excel users of diffe...
ANALYSIS                                                                      Awareness about the Specific  Detergent User...
CONCLUSION• Hypothesis 1 is disproved because the  consumers still see Surf Excel as a brand and  not a utility• Hypothesi...
PRESENTED BYARUNACHALAM RAMANATHANJIGAR KOTAKMRIDULLA MITTALSANKHA GHOSE
Brand Dossier - Surf Excel (PPT)
Brand Dossier - Surf Excel (PPT)
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Brand Dossier - Surf Excel (PPT)

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Transcript of "Brand Dossier - Surf Excel (PPT)"

  1. 1. AGENDA• Timeline – HUL – Surf Excel• Laundry Market Scenario In India• Competitors• Marketing Strategy• List of Hypotheses• Sampling Plan and Data Collection• Analysis of the Hypotheses• Conclusion
  2. 2. TIMELINE- HUL• 1931 – Entered as Hindustan Vanaspathi Manufacturing Company Limited• 1933 – Incorporated Lever Brothers India Limited• 1935 – Incorporated United Traders Limited• 1956 – Merged to form ‘Hindustan Lever Limited’ (HLL)• 1992 – Recognised as Star Trading House in Exports• 1994 – TOMCO merged with HUL• 1996 – Acquired Ponds India Ltd &Lakme India Ltd• 2007 – Renamed as HUL
  3. 3. TIMELINE- SURF EXCEL• 1959 – Introduction of Surf• 1990 – Evolution of Surf Ultra• 1996 – Surf renamed as Surf Excel• 2002 – Launch of Surf Excel Matic• 2004 – Launch of Surf Excel Quickwash• 2007 – Rin became Surf Excel Bar
  4. 4. INITIAL POSITIONING RE-POSITIONING
  5. 5. LAUNDRY MARKET SCENARIO IN INDIA Market Share in India Premium Category (2011)12% 18% HUL 40% 40% HUL Nirma 30% P&G P&G 60% Others
  6. 6. COMPETITORS• Nirma – Launched in 1969 – Captured non-consumers of detergent – Catapulted Surf in 1980• Ariel – Launched in 1993 by P&G – Targeted premium segment – Slashed prices in 2003• Tide – Launched in 2000 by P&G – Targeted mid-priced segment – Slashed Prices in 2003
  7. 7. PRODUCT SURF EXCEL MATICSURF EXCEL BLUE SURF EXCEL QUICKWASH SURF EXCEL BAR SURF EXCEL GENTLEWASH
  8. 8. PRICEC&F: Rs.12 per cartonWholesaler (Outsourced) – 5%Retailer (Outsourced) – 9% SOURCE:Sub-Distributor: Moon Enterprise, Thakurpukur
  9. 9. DISTRIBUTION STRATEGY HUL C&F REDISTRIBUTION STOCKISTS WHOLESALERS RURAL URBAN RETAILERS RETAILERS CONSUMERS
  10. 10. PROMOTION• Advertisements – Lalithaji - Surf vsNirma – JaiseBhiDaag Ho… Surf Excel HaiNa – DaagAccheHain – Commonsense – Surf Excel Matic – Red ko red rakhnekeliyeblue - Surf Excel Blue – Save 2 buckets of water - Surf Excel Quickwash – Good News and Bad News – Surf Excel Bar
  11. 11. PROMOTION• Sales Promotion – Mumbai Dabbawalas: Branded tablemats to offices – For every 3.3 kg of Surf Excel Blue, a 16 litre bucket was given free – Surf Excel Six Packer (Chain Premia) – For every Whirlpool Pro, 1 year supply of Surf Excel Matic was given free (Chain Premia) – Surf Colour Your Future 2004 (Contest) – Children’s Festival 2008 (Contest)
  12. 12. LIST OF HYPOTHESES1. The “DaagAccheHain” campaign has helped Surf Excel reposition itself beyond detergent to utility2. Surf Excel has been successful in making their consumers aware of the different Surf Excel variants available in the market
  13. 13. SAMPLING PLAN AND DATA COLLECTIONSampling PlanTarget Population: Detergent users of age 20 and aboveSampling Technique: Convenience, Stratified and Online samplingSample Size: 150Instruments of Data Collection• Telephone Interview• Personal In-Home Interview• Email Interview• Internet Interview
  14. 14. HYPOTHESIS -1
  15. 15. ANALYSIS Regular Users of Surf Excel Yes Surf Excel Users aware 27% of ‘DaagAccheHain’ No 64% Not a Surf9% 14% Excel User Yes No 86% Detergent Users aware of ‘DaagAccheHain’ 9% Yes 91% No
  16. 16. Regular Users of Surf Excel ANALYSIS Yes 27% No Positive Impact of ‘DaagAccheHain’ on 64% Surf Excel users Not a Surf 9% Excel User Agree & Strongly 16% Agree 25% 59% NeutralPositive impact of ‘DaagAccheHain’on detergent users Disagree & Strongly60 50 Disgaree5040 313020 16 No.of Users 1110 2 0 Strongly Disagree Neutral Agree Strongly Disagree Agree
  17. 17. Surf Excel is a Good Quality Product ANALYSIS60 5750 44403020 No of Users10 5 4 0 0 Strongly Disagree Neither Agree Strongly Disagree Agree nor Disagree Agree Consumers believe the product to be expensive, but deem it to be of superior quality and thus are willing toSurf Excel is Inexpensive40 38 38 pay more35302520 18 No.of Users15 1210 4 5 0 Strongly Disagree Neutral Agree Strongly Disagree Agree
  18. 18. ANALYSIS Surf Excel users’ message about Daag Acche Hain Surf Excel makes clothes whiter 6% 4% than other detergents 41% Surf Excel removes stains better than other detergents49% Surf Excel would take care of any cloth cleaning related problems Havent seen the ad campaign
  19. 19. HYPOTHESIS -2
  20. 20. ANALYSIS Mode of washing clothes Surf Excel users of different variants 90 80 80 70 60 45 50 36 27% 39% Machine Wash 40 28 24 30 20 12 Hand Wash 10 No.of users 34% 0 Both Ways Surf Surf Surf Surf Surf Non Excel Excel Excel Excel Excel Surf Matic Blue Quick Bar Gentle Excel Wash Wash Users Surf Excel users: Hand Wash Surf Excel Users: Machine Wash30 27 25 2025 20 1520 1515 13 9 10 710 5 No.of Users No of Users 5 5 5 0 1 0 0 Surf Excel Surf Excel Surf Excel Surf Excel Surf Excel Surf Excel Surf Excel Surf Excel Surf Excel Surf Excel Matic Blue Quick Wash Bar Gentle Matic Blue Quick Bar Gentle Wash Wash Wash
  21. 21. ANALYSIS Awareness about the Specific Detergent Users Purpose of Surf Excel Variants120 120 110 106 106100 100 94 83 78 80 80 Aware 60 Not Aware 60 No. of Users 40 32 40 27 21 20 16 20 4 4 10 9 0 0 Surf Excel Surl Excel Surf Excel Surf Excel Surf Excel Surf Excel Ariel Tide Others Matic* Blue* Quick Wash* Bar* Gentle Wash* *Surf Excel Users
  22. 22. CONCLUSION• Hypothesis 1 is disproved because the consumers still see Surf Excel as a brand and not a utility• Hypothesis 2 is also disproved because we found that consumers are not aware of the specific purposes of the different variants of Surf Excel
  23. 23. PRESENTED BYARUNACHALAM RAMANATHANJIGAR KOTAKMRIDULLA MITTALSANKHA GHOSE

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