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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
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
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
INITIAL POSITIONING   RE-POSITIONING
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
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
PRODUCT



                            SURF EXCEL MATIC




SURF EXCEL BLUE                                       SURF EXCEL QUICKWASH




           SURF EXCEL BAR                      SURF EXCEL GENTLEWASH
PRICE




C&F: Rs.12 per carton
Wholesaler (Outsourced) – 5%
Retailer (Outsourced) – 9%

                      SOURCE:Sub-Distributor: Moon Enterprise, Thakurpukur
DISTRIBUTION STRATEGY
               HUL

              C&F

    REDISTRIBUTION STOCKISTS

             WHOLESALERS

  RURAL              URBAN RETAILERS
 RETAILERS

             CONSUMERS
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
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)
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
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
HYPOTHESIS -1
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
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
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
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
HYPOTHESIS -2
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 Wash
30                  27                                                      25
                                                                                                  20
25                                                                          20
                                                                                    15
20                                                                          15
15                                       13                                                                                 9
                                                                            10                               7
10                                                                                                                                       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
ANALYSIS
                                                                      Awareness about the Specific
  Detergent Users                                                     Purpose of Surf Excel Variants
120                                                       120
         110
                                                                                   106           106

100                                                       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
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
PRESENTED BY
ARUNACHALAM RAMANATHAN
JIGAR KOTAK
MRIDULLA MITTAL
SANKHA GHOSE

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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
  • 5. INITIAL POSITIONING RE-POSITIONING
  • 6. 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
  • 7. 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
  • 8.
  • 9. PRODUCT SURF EXCEL MATIC SURF EXCEL BLUE SURF EXCEL QUICKWASH SURF EXCEL BAR SURF EXCEL GENTLEWASH
  • 10. PRICE C&F: Rs.12 per carton Wholesaler (Outsourced) – 5% Retailer (Outsourced) – 9% SOURCE:Sub-Distributor: Moon Enterprise, Thakurpukur
  • 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
  • 22. 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 Wash 30 27 25 20 25 20 15 20 15 15 13 9 10 7 10 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
  • 23. ANALYSIS Awareness about the Specific Detergent Users Purpose of Surf Excel Variants 120 120 110 106 106 100 100 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
  • 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
  • 25. PRESENTED BY ARUNACHALAM RAMANATHAN JIGAR KOTAK MRIDULLA MITTAL SANKHA GHOSE