HUL is India’s largest FMCG company owned by European company Unilever. The Anglo-Dutch Company Unilever owns a 52% majority stake.HUL was formed in 1933, as Lever Brothers India ltd. and came into being in 1956,as Hindustan Lever Ltd. through a merger of Lever Brothers,HindustanVanaspati mfg. co. ltd. And United Traders ltd. It is headquartered in Mumbai and has an employee strength of over 52,000 people. The company was renamed in June 2007, as ‘Hindustan Unilever Limited’.HUL’s distribution covers over 1 million retail outlets across India directly and its products are available in over 6.3 million outlets in the country, nearly 80% of all retail outlets in India. The company claims that 2 out of 3 Indians use its many home and personal care products, food and beverages.
Surf Excel,launched in 1959,is one of the oldest detergent powders in India and Pakistan. 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. 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.Now the mothers have the freedom to let their kids experience life without worrying about stains.
Product Surf Excel came up with the idea of ‘Surf’ingalong,par ‘Excel’lence!! It has a wide product range which includes- - Surf Excel Top Matic - Surf Excel Front Matic - Surf Excel Blue - Surf Excel Quick wash - Surf Excel Bar - Surf Excel Gentle wash
Surf Excel Quick Wash Detergent Powder Surf excel blue Surf excel gentle wash surf excel bar Surf Excel Matic Top Load
Price The pricing Strategy for Surf Excel have always been in accordance with its competitors.
pricing strategy A change in pricing strategy for HUL’s Surf Excel brand, which dominates the 5000 crore detergent powder market,seems to be on the cards. The FMCG major conceded that its price reduction strategy has not yielded any value gains for the brand and had,in fact, led to its ‘commoditisation’. HUL has announced a drastic reduction in price by Rs. 20 per kilo on surf excel,its premium detergent brand, making it equal to competing brand Ariel from P&G. Price cut from Rs 155 to Rs 135 per kg. HUL is now reworking its Surf Excel Strategy by moving away from positioning the brand on functional benefits to building an emotional connect.
COMBO OFFERS Surf Excel quickwash 1 kg Rs. 146 + Comfort fabric conditioner 200ml Rs. 29 = Rs. 175 Pay Rs. 163*/- for the combi pack and save Rs. 12/- *(inclusive of all taxes) 16 LITRE BUCKET PACK FREE WITH 3.3 KG SURF EXCEL BLUE
Lostits Market Share
Promotional activities Print media Electronic media Live Demonstrations Social Events Dirt is good website
Catchy taglines Dirt is good:“Daagachhehain” “Phirwaqthaikhelney ka” “Kharaykomeethabanaye” “The machine is not guilty,use the right detergent” “Surf Excel hainna”.
Place and distribution HUL distribution network – key strength (Which helps reach out its product across the length and width of the vast country) Direct coverage in over 1 million retail outlets 7000 Stockist 2000+ Suppliers& Associates.
DistriBution Network Factory Company warehouses Distributor Market. Factory Wholesaler & Big retailers (Bulk orders) 30% Sales.
Marketing segmentation Surf Excel divided the market into 5 major segments- - Quick wash - Easy stain removal and whitening - Travelling - Water conservation - Car washing.
Targeting SKU’s(Stock Keeping Units)- Sachet packs (Rs.2) of Surf Excel are targeting mass market consumer,convenience and affordability. Targeting upwardly mobile group with increase in disposal incomes. They have basically divided consumers into three groups- Rich, Aspirers and Strivers and have compared target sequences from 2003 to 2013 and it was seen that in 2003 Strivers were maximum in number then next came aspirers and finally rich ones.
But with reference to the facts and figures of the previous years it is being forecasted that in 2013 Aspirers will be maximum, as Strivers in 2003, where as, Strivers in 2013 are moderate, while Rich remained to the minimum, however, there is change in their growth.If this information is plotted on a column diagram it can be observed that the shape of India is going to change from a Pyramid to a Diamond.