Surf excel IMC

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  • Launched in 1959 as “Surf”, first detergent detergent powder in IndiaSurf Excel underwent various changes in its Brand CommunicationIn 1990, following the launch of Ariel, “Surf” became “Surf Ultra”In 1996, “Surf” redefined itself by launching Surf ExcelIn 2003, the base variant Surf was re-launched as “Surf Excel Blue”In 2006, it added “Rin Supreme Bar” as “Surf Excel Bar” into its portfolio
  • 2005- Surf Excel broke the clutter by adopting stains, thereby adopting the philosophy of Dirt is Good” (“Daag AccheHain”)Dirt is good was communicated throughdifferent approaches with the tag line“Agar Daag Lagne se kuchachahotahai,toh Daag Acchehai”2006 - Nationwide campaigning announcingmigration of Rin Supreme Bar to SurfExcel Bar‘
  • Surf excel IMC

    1. 1. Presented By : Firoz Anjum - 326 Dering Naben - 323 Richa Rashmi - 342SURF EXCEL , IMC 1
    2. 2. CONTENTS1) About HUL2) Evolution3) Product Range4) A Journey5) Media Strategy ( Traditional )6) Media Strategy ( Non-Traditional )7) Promotion8) Ad Campaigns SURF EXCEL , IMC 2
    3. 3. SURF EXCEL , IMC 3
    4. 4. Surf Excel: THEBRANDSURF EXCEL : THE BRAND Evolutionary History 1959 1990 1996 2003 2006 SURF SURF1990 1959 SURF 1996 SURF EXCEL 2003 SURF 2006 SURF ULTRA SURF ULTRA EXCEL SURF EXCEL BLUE SURF EXCEL EXCEL BAR SURF EXCEL BLUE BAR Surf Surf Ultra Surf Excel Surf Excel Blue Surf Excel Bar SURF EXCEL , IMC 4
    5. 5. SURF EXCEL , IMC 5
    6. 6.  1959: First national detergent brand that used Televisionfor its advertisement 1970’s: Threat from “Nirma Washing Powder”“Lalitaji” campaign to communicate the price value equation1990’s: Rise in competition in the mid pricepowder segment with the launch of “Ariel” “Daag Dhoondte Reh Jaaoge” campaign 1996: Launch of Surf Excel New variant offering “Complete Cleaning and Care” “Jaise bhi daag ho, Surf Excel hai na” 6 SURF EXCEL , IMC
    7. 7. Surf Excel: A Journey in BrandCommunication 2003: Surf was re-launched as Surf Excel Blue “Jayega Nahin Jayega”2005: “Daag Acche Hain”“Agar Daag Lagne se kuch acha hotahai, toh Daag Acche hai” 2006: Surf Excel Bar Rin Supreme Bar to Surf Excel BarCampaign based on “Good news Bad news platform “ SURF EXCEL , IMC 7
    8. 8. Surf Excel : Media Strategy( Traditional ) Broadcasting, Print media Billboards and posters Print Media, such as newspapers, magazines , direct mails  Broadcasting media, television and radio (FM channels)  Frequency of ads is higher during the time slots 1.00 pm to 3.00 pm and 9.00 pm to 11.00 pm  Word of mouth publicity SURF EXCEL , IMC 8
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    10. 10. Surf Excel: Media Strategy (Non-Traditional) Title sponsors of TV shows (Surf Excel Little Masters 2010) Since last 5 year Surf Excel organizes childrens festivals Surf Excel has its own YouTube channel wherein children share their “ Dirt is Good “ experiences Surf Excel tied up with the movie – Chillar Party SURF EXCEL , IMC 10
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    21. 21. SURF EXCEL , IMC 21
    22. 22. Thank YouSURF EXCEL , IMC 22
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