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Brand Dossier - Surf Excel (PPT)
1.
2. 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
3. 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
4. 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
11. DISTRIBUTION STRATEGY
HUL
C&F
REDISTRIBUTION STOCKISTS
WHOLESALERS
RURAL URBAN RETAILERS
RETAILERS
CONSUMERS
12. 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
13. 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)
14. LIST OF HYPOTHESES
1. The “DaagAccheHain” campaign has helped
Surf Excel reposition itself beyond detergent
to utility
2. Surf Excel has been successful in making their
consumers aware of the different Surf Excel
variants available in the market
15. SAMPLING PLAN AND DATA
COLLECTION
Sampling Plan
Target Population: Detergent users of age 20 and above
Sampling Technique: Convenience, Stratified and Online sampling
Sample Size: 150
Instruments of Data Collection
• Telephone Interview
• Personal In-Home Interview
• Email Interview
• Internet Interview
17. ANALYSIS
Regular Users of Surf Excel
Yes Surf Excel Users aware
27% of ‘DaagAccheHain’
No
64%
Not a Surf
9% 14%
Excel User
Yes
No
86%
Detergent Users aware of
‘DaagAccheHain’
9%
Yes
91%
No
18. 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% Neutral
Positive impact of ‘DaagAccheHain’
on detergent users Disagree &
Strongly
60
50 Disgaree
50
40
31
30
20 16 No.of Users
11
10
2
0
Strongly Disagree Neutral Agree Strongly
Disagree Agree
19. Surf Excel is a Good Quality Product ANALYSIS
60 57
50 44
40
30
20 No of Users
10 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 to
Surf Excel is Inexpensive
40 38 38 pay more
35
30
25
20 18
No.of Users
15 12
10
4
5
0
Strongly Disagree Neutral Agree Strongly
Disagree Agree
20. 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 detergents
49%
Surf Excel would take care of
any cloth cleaning related
problems
Havent seen the ad campaign
24. 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