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PRAXIS BUSINESS SCHOOL


    Brand Dossier – ‘SURF EXCEL’




Submitted To:   Prof. Srinivas Govindrajan


Presented By:
                Arunachalam Ramanathan B11010
                Jigar Kotak                  B11023
                Mridulla Mittal              B11029
                Sankha Ghose                 B11039




1|P age
CONTENTS

S.NO      PARTICULARS                          PAGE NO

   1      ABOUT HUL                                3

   2      EARLY HISTORY OF SURF EXCEL AND
          IT’S EVOLUTION OVER TIME                 3

   3      INITIAL POSITIONING AND SUBSEQUENT
          REPOSITIONING                            4

   4      PRODUCT ANALYSIS                         5

   5      GENERIC COMPETITION                      7

   6      ADVERTISEMENT                            8

   7      SALES PROMOTION                          9

   8      SEGMENTATION STRATEGY                    10

   9      DISTRIBUTION STRATEGY                    12

   10     FUTURE DIRECTIONS                        14

   11     REFERENCES                               15

   12     HYPOTHESES                               19

   13     JUSTIFICATION OF HYPOTHESES              19

   14     INFORMATION REQUIRED                     20

   15     SAMPLING PLAN AND SAMPLING SIZE          20

   16     INSTRUMENTS OF DATA COLLECTION           20

   17     QUESTIONNAIRE                            20

   18     LIST OF HYPOTHESES                       26

   19     PRIMARY RESEARCH                         26

   20     ANALYSIS OF HYPOTHESES                   39

   21     CONCLUSION                              40


2|P age
About HUL


      Hindustan Unilever Limited (HUL) is India‟s largest Fast Moving
   Consumer Goods (FMCG) Company. The Anglo-Dutch company Unilever owns
   it. In 1931, Unilever started its First Indian subsidiary, Hindustan Vanaspathi
   Manufacturing Company Limited, followed by Lever Brothers India Limited in
   1933 and United Traders Limited in 1935. In 1956, the three companies merged to
   form „Hindustan Lever Limited‟ (HLL), headquartered in Mumbai. HLL was
   renamed as HUL in June 2007.


       It has over 35 brands covering 20 different categories in the market and has
   strong employee support of over 16,000. HUL proudly says that their brands
   touch the lives of two out of three Indians. The parent company, Unilever has
   52.1% equity in HUL. The annual turnover was 19,500 crores in the financial year
   2010-2011. [1]


Early history of Surf Excel and its evolution over time


       Hindustan Unilever Limited (HUL) introduced Surf in 1959, which was the
   first detergent powder in India. It gave the promise of “Superlative Whiteness”
   and it was the first national detergent brand to advertise on TV. [2]


       In 1990, Surf Ultra was launched to establish a new standard of washing
   performance. In 1996, Surf was redefined into Surf Excel, which offered three C‟s
   (Complete, Cleaning and Care). In 2003, Surf Excel Quick Wash entered India as
   an eco-friendly product as it saved 2 buckets of water a day! It also introduced
   Surf Excel Blue, which was a color variant that would remove tough stains but not
   fade color.


       In 2005, Surf Excel Matic was introduced to satisfy the needs of the fast
   growing washing machine consumers, delivering machine care with in-machine
   stain removal. [3]




3|P age
INITIAL POSITIONING AND SUBSEQUENT REPOSITIONING


Positioning


          In marketing, creating an image of the company‟s brand in the eyes of the
consumer is positioning. Now, this image has to be such that the consumer connects
with the product immediately.


          A product can be positioned on two platforms, the consumer and the
competitor. When positioning is on the customer oriented, the advertising campaigns
and messages are targeted at the consumers. These advertisements propound the
benefits that a consumer will get on using the product. On the other hand, when
positioning is done on the basis of competitors, the advertisement campaigns try to
say that their product is better than that of the competitors.


Initial Positioning


          Surf Excel was initially positioned as a detergent that „washes whitest‟. The
positioning was done to make the product stand apart from other detergents. The
image that they wanted to create was that of tough stain removal.


Repositioning


          With the competition in the detergent industry increasing with the entry of
products like Ariel and Tide from Proctor & Gamble, Surf Excel was underwent a
change in its image. Their war cry now was “Daag Acche Hain” or dirt is good. This
was done keeping in mind that a major part of dirty laundry comprises of children‟s
clothes. Surf Excel says that you go play in dirt and we‟ll be there to take care of the
stains.




4|P age
PRODUCT ANALYSIS


At present Surf Excel has 5 products in the market. These products are,


Surf Excel Quick Wash




       It is a low lather detergent powder that works well even with hard water. Hard
water contains dissolved Calcium and Magnesium salts. Soaps and detergent don‟t
dissolve well in hard water. But Surf Excel Quick wash converts hard water to soft
water as soon as it mixes with water. Surf Excel Quick Wash is available in packages
ranging from 200g to 4kgs.


Surf Excel Blue




       Surf Excel Blue is a color care variant of Surf Excel. Its tagline says “Red ko
Red rakhne ke liye Blue”. It prevents clothes from losing their color.


Surf Excel Matic




5|P age
Surf Excel Matic is intended to be used in washing machines. It has two
variants: one for Front load and the other for Top load washing machines.
Surf Excel Bar




       HUL made a unique marketing step in 2006. Rin Supreme became Surf Excel
Bar. This was done to counter the launch of Tide Bar. Rin Supreme‟s USP was
whiteness platform and Surf Excel‟s USP was stain removal. The merger took
advantage of both. Surf Excel Bar comes in various sizes ranging from 100g to 800g.


Surf Excel Gentle Wash




       Surf Excel Gentle Wash is a liquid detergent meant for woolens, baby clothes,
silks, crepes and other such clothes that get damaged if washed with regular detergent.
It is available only in 200ml pack. [3]

6|P age
GENERIC COMPETITION


       The Indian detergent market is estimated to be around Rs.12000 crore,
comprising of Laundry soaps, synthetic detergent powders, and bars.
The major players in the organized detergent market are:



       HUL

       Nirma

       P&G



  Nirma


       Nirma is one of the most recognizable Indian brands. Its story is a classic rag
to riches saga. Starting as a one-man operation in 1969, today, Nirma has about
14,000 employees and annual turnover of more than Rs. 2500 crores.




       Nirma was founded by Dr. Karsanbhai Patel. Nirma was sold door-to-door in
polythene bags. In a short span of time, with indigenous process, packaging and low-
profiled marketing, Nirma created an entirely new market segment in domestic
marketplace and quickly emerged as dominant market player.




7|P age
Surf was gaining success till 1969 until the sudden emergence of Nirma. The
strategy used by Nirma:-
              (i)     Nirma‟s cost per kg was Rs.3 when compared to Surf‟s cost per
                      kg Rs.15
              (ii)    It slowly captured the non-consumers of detergent
              (iii)   Sold in polybags rather than Surf cartons
              (iv)    Mass media advertisement with their brand tune and the girl
                      picture
              (v)     Door to door delivery during initial days


       In 1990, Nirma entered the toilet soap market and today it is the second largest
toilet soap brand in India. Today, Nirma has one of the largest volume sales with a
single brand name in the world.
Procter & Gamble




       Procter and Gamble is one of the Fortune 500 American Multinational
Corporation. It is HUL‟s main competitor in the world consumer product market.
P&G overtook HUL in 2005 when it acquired Gilette. In India they have Ariel and
Tide to compete against HUL in the Detergent Market.




8|P age
ADVERTISMENT, SALES PROMOTION AND SEGMENTATION
STRATEGY


Advertisement


       Surf Excel brought in „Lalithaji‟ in advertisements to create the feel amongst
consumers that higher the rate, better the quality. This was done when Nirma started
to flourish in the market.




       By the end of 1999, HLL came with a novel idea of distributing their branded
tablemats to offices through dabbawalas in Mumbai. The mat was advertised with the
line „Kuch Khana, Kuch Girana… Surf Excel Hai Na'. [4]


       In 2000, a survey was conducted by HUL, which said that 70% of the water
consumption was used for rinsing the clothes. Hence, HUL formulated a new model
with „less lather and less water‟ concept. Thus, Surf Excel Quick Wash boomed into
the market and convinced many minds by saying “Save 2 buckets of water”. This was
a grand success in water scarce areas like Tamil Nadu.


       Surf Excel had launched a variety of products under the same name. This
confused their consumers. And with Tide and Ariel vying for shelf-space HUL started
to feel the heat. It realized what was happening and introduced a global tagline „Dirt
is Good‟ in 2005. With the „Dirt is Good‟ campaign, Surf Excel facilitated a change
from rational appeal to emotional appeal.



9|P age
Instead of saying „Ours is the best detergent‟, they said, “Let children play and
get dirt on their clothes, we‟ll take care of the stains”. This was directed at
homemakers who had to take care of their child‟s laundry. And it worked! With their
new campaign, Surf Excel once again became the market leader in the premium
detergent segment.




         By 2006, HUL made a unique move. They came up with an advertisement,
“Good News and Bad News”. The Bad news was „No more Rin Supreme‟ and the
Good news was „Rin Supreme became Surf Excel bar‟. Rin and Surf Excel were both
HUL brands. They were merged into one detergent bar to stave off competition from
Procter & Gamble‟s Tide bar. [5]




10 | P a g e
Sales Promotion


         „Surf Paint Fun 2003‟, „Surf Colour Your Future 2004‟ and „Surf X Sellam –
2005‟ made mothers and their children to feel Surf Excel as a member of their family.
This consumer relationship gave a phenomenal growth to their success.


         HUL introduced Surf Excel Six Packer, which contained 6 sachets (for a week
usage) for a cost of 10. This was launched to make the product affordable in a large
market. Price conscious and sachet consumers were targeted.[6]


         When Dove was bought by HUL, it had to change the consumers‟ bad
perception i.e. Dove was made of animal fat. So, they promoted a free Dove soap for
a kilogram of Surf Excel. This made a positive impact about Dove and at the same
time made other detergent consumers to buy Surf Excel.


         IFB recommended the use of Surf Excel Matic with its washing machines.


Segmentation Strategy


PRODUCT                       TARGET                       PURPOSE

SURF EXCEL BLUE               Everyone                     To prevent fading of color

                                                           Machine wash requires less
SURF EXCEL MATIC              Washing machine Users
                                                           lather detergent
                              Low and Middle Income To provide both whiteness
SURF EXCEL BAR
                              Family                       and stain removal
                                                           To save 2 buckets of water
SURF       EXCEL     QUICK Consumers in water scarce
                                                           during rinse and to convert
WASH                          and hard water regions
                                                           hard water into soft water




11 | P a g e
SURF EXCEL’S MARKET SHARE IN INDIA




       Market Share in
           India
      18%                      HUL
12%                40%
                               Nirma
             30%
                               P&G
                               Others




                                        The synthetic detergent in India is categorized
         Sales Segment                  into
                                        * Premium (Surf, Ariel)
              15%          Premium      * Mid-price (Rin, Wheel, Tide)
       45%
                           Mid-Price    * Economical (Nirma)
                40%
                           Economical   Amongst this premium catergory, HUL leads the
                                        market with 60% and the rest 40% by P&G.




       Premium Category


             40%                 HUL
                     60%         P&G




      12 | P a g e
DISTRIBUTION STRATEGY


         HUL‟s distribution strategy has changed over time. Earlier wholesalers and
large retailers used to place orders directly to the company. The company salesmen
used to collect these orders and then deliver the goods to the concerned customers.


         This simple system was good enough in the beginning. But then HUL changed
things in order to provide quality service to its customers. They appointed one
wholesaler in each market as a Registered Wholesaler. This wholesaler was then the
guy to whom all the salesmen went with the orders that they have taken. He handed
over the products to the salesmen who then distributed them to the customers. This
strategy helped HUL to reach more customers.


         As time went by and the competition got tougher, HUL had to make its
distribution network leaner and meaner than ever before. Also, Surf Excel being a
detergent powder is a FMCG. So HUL had to make sure that the retailers‟ shelves
were replenished in time. To do that, they had depots all over the country. These
depots or warehouses stocked finished products and acted as buffers in case of an
increase in demand. Earlier the registered wholesalers used to get the goods direct
from the company. Now the company sent the goods to the depots from where the
Redistribution Stockiest got them. This made their distribution system a much more
efficient and well-oiled machine.




13 | P a g e
HUL
                   C&F

       REDISTRIBUTION STOCKIESTS

               WHOLESALERS

       RURAL              URBAN
     RETAILERS           RETAILERS

               CONSUMERS




14 | P a g e
PRICE MARGIN


Market Value:


SURF EXCEL BLUE:


500g - Rs.50
750g - Rs.90


SURF EXCEL MATIC:


500g - Rs.80
1kg - Rs160


Margin:


C&F: Rs.12 per carton


Wholesaler (Outsourced) - 5%


Retailer (Outsourced) – 9%




SOURCE:        Sub-Distributor: Moon Enterprise, Thakurpukur
               Distributor: Doyabhuti Traders, Thakurpukur




15 | P a g e
FUTURE DIRECTIONS


         Surf Excel already has a huge customer base. So their priority in the coming
years has to be hold on to these existing customers and defend their turf from
competitors. They will also have to adapt and change with times like they did before
by changing their whole promotion platform. That is the kind of strategizing that
keeps a brand alive in today‟s competitive market.


         India is a country where there are more villages than there are towns. In these
villages lie the customers that Surf Excel hasn‟t captured yet. There are remote
villages where Surf hasn‟t reached. So maybe it‟s a good idea to come up with a
variant that can compete in the economy segment against detergents like Nirma.




16 | P a g e
REFERENCES



    1) www.hul.co.in


    2) http://en.wikipedia.org/wiki/Surf_Excel


    3) www.surfexcel.in


    4) http://www.afaqs.com/news/story.html?sid=1193


    5) http://www.thehindubusinessline.in/2006/02/09/stories/2006020903260800.
         htm


    6) http://marketingpractice.blogspot.com/2008/01/brand-update-surf-
         excel.html




17 | P a g e
PHASE -2




18 | P a g e
Hypotheses


    1. The Daag Acche Hain 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.




Justification of the Hypotheses
           Surf Excel was earlier positioned as a detergent that „washes whitest‟. Then,
during the late 90‟s, other detergents like Nirma, Tide and Ariel started eating into
Surf‟s market. So, HUL came up with the „Daag Acche Hain‟ campaign. It captured
the public‟s imagination. With this campaign, they changed Surf from a product to a
utility.


           Surf is the current market leader in the premium detergent section. Surf Excel
also has broad range of products from sachets to Surf Excel variants meant to be used
with washing machines. This means that Surf Excel has a product at all levels. We
would like to find out if the consumers are aware of the different variants available
and use of those variants for their specific purposes.


Information Required


           Consumer awareness of the „Daag Acche Hain‟ campaign
           Effect of the „Daag Acche Hain‟ campaign on the consumers‟ choice of
           detergent
           Awareness levels about the variants of Surf Excel
           Are the different variants used for specific purposes




19 | P a g e
Sampling Plan and Sample Size


Target Population: Detergent users of age 20 and above geographically stratified
into three regions: North, South and East India
Sampling Technique: Convenience, Stratified and Online sampling
Sample Size: 150




Instruments of Data Collection


          Telephone Interview
          Personal In-Home Interview
          Email Interview
          Internet Interview




Questionnaire



1. How do you wash your clothes?

         Hand Wash

         Machine Wash

         Both ways
(Method of Data Analysis: Pie Chart)



2. Which detergent do you use?
(Method of Data Analysis: Bar Graph)




20 | P a g e
3. Which variant(s) of Surf Excel are you aware of? (More than one option can be
chosen)

         Surf Excel Matic

         Surf Excel Blue

         Surf Excel Quick Wash

         Surf Excel Bar

         Surf Excel Gentle Wash

         I am not aware
(Method of Data Analysis: Bar Graph)


4. Which variant(s) of Surf Excel do you use? (More than one option can be chosen)

         Surf Excel Matic

         Surf Excel Blue

         Surf Excel Quick Wash

         Surf Excel Bar

         Surf Excel Gentle Wash

         I am not a Surf Excel user
(Method of Data Analysis: Bar Graph)



  5. Are you aware about the SPECIFIC PURPOSE of the Surf Excel
  variants?
( If you are aware, kindly specify the purpose)


a) Surf Excel Matic

         I am not aware

         Purpose:




21 | P a g e
b) Surf Excel Blue

         I am not aware

         Purpose:


c) Surf Excel Quick Wash

         I am not aware

         Purpose:


d) Surf Excel Bar

         I am not aware

         Purpose:


e) Surf Excel Gentle Wash

         I am not aware

         Purpose:
(Method of Data Analysis: Bar Graph)


6. Do you use Surf Excel regularly?

         Yes

         No

         I am not a Surf Excel user
(Method of Data Analysis: Pie Chart)




22 | P a g e
Following are some of the statements about Surf Excel. Kindly select the
  option that reflects your opinion
(If you are not a Surf Excel user, kindly skip questions 7, 8 ,9)


7. I purchase Surf Excel because it is a good quality product

         Strongly disagree

         Disagree

         Neither disagree nor agree

         Agree

         Strongly agree
(Method of Data Analysis: Bar Graph)




8. I purchase Surf Excel because it is inexpensive

         Strongly disagree

         Disagree

         Neither disagree nor agree

         Agree

         Strongly agree
(Method of Data Analysis: Bar Graph)




9. Surf Excel advertisements have a positive impact on my purchasing decision

         Strongly disagree

         Disagree

         Neither disagree nor agree

         Agree

         Strongly agree
(Method of Data Analysis: Bar Graph)


23 | P a g e
10. Are you aware of the 'Daag Acche Hain' advertisements by Surf Excel?

         Yes

         No
(Method of Data Analysis: Pie Chart)


11. What message does the ''Daag Acche Hain' ad campaign give about Surf Excel
product ?

         Surf Excel makes clothes whiter than other detergents

         Surf Excel removes stains better than other detergents

         Surf Excel would take care of any cloth cleaning related problems

         I havent seen the ad campaign
(Method of Data Analysis: Pie Chart)



Name:



Age:




24 | P a g e
PHASE-3




25 | P a g e
After an approval, this survey was conducted via the internet, telephone and
personal interviews for a sample size of 150 individuals. Respondents were from
almost all regions of the country. The age of the respondents varied from 20-70 years.


LIST OF HYPOTHESES
    1. The Daag Acche Hain 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.


PRIMARY RESEARCH


1. How do you wash your clothes?


Method         No.of
               Users
Machine        51
Wash
Hand           41
Wash
Both Ways      58




26 | P a g e
39%                  34%


                                                    Machine Wash
                                                    Hand Wash
                              27%
                                                    Both Ways




We can see that of the 150 people surveyed, 51 wash their clothes using washing
machines, 41 by hand and 48 wash them both ways. This amounts to 34%, 27% and
39% respectively.




2. Which detergent do you use?


Detergents No            of
                 Users
Surf Excel       110
Ariel            10
Tide             21
Others           9




27 | P a g e
120            110

   100

     80

     60                                                                               No.of Users

     40
                                                    21
     20                                   10                        9

      0
               Surf Excel                Ariel      Tide          Others




Of the 150 people surveyed, 110 use Surf Excel, 10 use Ariel, 21 use Tide and 9 use
other detergents. We can thus tentatively say that Surf Excel is a leader in the
detergent market.




3. Which variants of Surf Excel are you aware of?


Variants                    No      of
                            Users
Surf Excel Matic            51
Surf Excel Blue             122
Surf Excel Quick 50
Wash
Surf Excel Bar              94
Surf Excel Gentle 27
Wash
Not Aware                   7




28 | P a g e
140
                            122
  120

  100                                                  94

    80
                                                                                          No.of Users
    60         51                         50

    40
                                                                    27
    20
                                                                                 7
     0
           Surf Excel    Surf Excel    Surf Excel Surf Excel Bar Surf Excel   Not Aware
             Matic         Blue       Quick Wash                Gentle Wash




As shown in the graph above, Surf Excel Blue and the Surf Excel detergent Bar are
the two most recognized variants of Surf Excel.




4. Which variants of Surf Excel do you use?
Overall
    Variants                  No of
                              Users
    Surf         Excel        28
    Matic
    Surf Excel Blue           80
    Surf         Excel        24
    Quick Wash
    Surf Excel Bar            45
    Surf         Excel        12
    Gentle Wash
    Non Surf Excel            36
    Users



29 | P a g e
Overall
  90                   80
  80
  70
  60
  50                                       45
  40                                                             36
               28
  30                             24                                       No.of users
  20                                                  12
  10
   0
        Surf Excel Surf Excel Surf Excel Surf Excel Surf Excel Non Surf
          Matic      Blue       Quick       Bar      Gentle     Excel
                                Wash                  Wash      Users




Surf Excel Blue is the most used variant among the 150 people surveyed. This is
consistent with the previous observation where we saw that the same variant is the
most recognized of the six.




Machine Wash


    Variants                    No of
                                Users
    Surf            Excel       15
    Matic
    Surf Excel Blue             20
    Surf            Excel       7
    Quick Wash
    Surf Excel Bar              9
    Surf            Excel       5
    Gentle Wash




30 | P a g e
Machine Wash
  25

                               20
  20

               15
  15


  10                                                      9                      No.of Users
                                             7
                                                                       5
    5


    0
           Surf Excel       Surf Excel    Surf Excel Surf Excel Bar Surf Excel
             Matic            Blue       Quick Wash                Gentle Wash




Here we can see that of the people who use a washing machine to wash their clothes,
more people use Surf Excel Blue than people who use Surf Excel Matic which is the
variant that is supposed to be used with washing machines.




Hand Wash


    Variants                        No of
                                    Users
    Surf            Excel           0
    Matic
    Surf Excel Blue                 27
    Surf            Excel           5
    Quick Wash
    Surf Excel Bar                  13
    Surf            Excel           1
    Gentle Wash



31 | P a g e
Hand Wash
  30                      27
  25

  20

  15                                            13
                                                                      No.of Users
  10
                                     5
    5
               0                                             1
    0
         Surf Excel   Surf Excel Surf Excel Surf Excel   Surf Excel
           Matic        Blue     Quick Wash    Bar        Gentle
                                                           Wash




Here we see that people who wash their clothes by hand use Surf Excel Blue the most.




5. User awareness about specific purposes of Surf Excel Variants
         i) Surf Excel Matic
         ii) Surf Excel Blue
         iii) Surf Excel Quick Wash
         iv) Surf Excel Bar
         v) Surf Excel Gentle Wash


               Variants                  Aware             Not Aware
               Surf Excel Matic                      30               21
               Surl Excel Blue                       4                118
               Surf   Excel      Quick               4                46
               Wash
               Surf Excel Bar                        45               47


32 | P a g e
Surf    Excel    Gentle                11                 18
               Wash


   120
                                    106            106
   100                                                                               94
                      83
                                                                    78
     80


     60                                                                                     Aware

                                                                                            Not Aware
     40                                                        32
               27

     20                                                                         16
                                4              4
      0
          Surf Excel Matic Surl Excel Blue Surf Excel Quick Surf Excel Bar     Surf Excel
                                                Wash                          Gentle Wash


Surf Excel Matic and Surf Excel Bar are the two variants whose purposes consumers
are relatively more aware of.




6. Do you use Surf Excel regularly?


    Response               No of
                           Users
    Yes                    96
    No                     14
    Not a Surf             40
    Excel User




33 | P a g e
27%

                                                                   Yes


               9%                                                  No
                                                    64%

                                                                   Not a Surf Excel User




Of the 150 people surveyed, 96 use Surf Excel regularly, 14 don‟t while 40 are not
Surf Excel Users. These figures amount to 64%, 27% and 9% respectively.




7. I purchase Surf Excel because it is a good quality product
    Response                                   No of Users
    Strongly Disagree                          5
    Disagree                                   0
    Neither Agree nor Disagree                 4
    Agree                                      57
    Strongly Agree                             44
    Total                                      110




34 | P a g e
60                                                      57


  50
                                                                        44

  40


  30

                                                                                    No.of Users
  20


  10
                  5                      4
                             0
    0
               Strongly   Disagree     Neutral           Agree     Strongly Agree
               Disagree




This shows that consumers deem Surf Excel to be a product superior in quality.




8. I purchase Surf Excel because it is inexpensive


    Response                                         No of Users
    Strongly Disagree                                12
    Disagree                                         38
    Neither Agree nor Disagree                       38
    Agree                                            18
    Strongly Agree                                   4
    Total                                            110


35 | P a g e
40                        38          38

  35

  30

  25

  20                                                    18
                                                                                No.of Users
  15             12
  10
                                                                     4
    5

    0
               Strongly   Disagree    Neutral          Agree   Strongly Agree
               Disagree




This shows that consumers believe that Surf Excel is expensive. When we combine
this observation with the previous one, we can infer that consumers are willing to buy
Surf Excel even though it is expensive, because they believe that it is superior in
quality.




9. Surf Excel advertisements have a positive impact on my purchasing decision


    Response                                       No of Users
    Strongly Disagree                              2
    Disagree                                       16
    Neither Agree nor Disagree                     31
    Agree                                          50
    Strongly Agree                                 11
    Total                                          110


36 | P a g e
60

                                                         50
       50


       40
                                             31
       30
                                                                                  No.of Users
       20                         16
                                                                      11
       10
                     2
        0
                  Strongly   Disagree      Neutral     Agree     Strongly Agree
                  Disagree




    This shows that advertisements have at least an effect on the buying behavior of
    some consumers.




10. Are you aware of the 'Daag Acche Hain' advertisements by Surf Excel?


            Response         No of Users
            Yes              136
            No               14




37 | P a g e
9%




                                                                       Yes   No
                                            91%




    Of the 150 people surveyed, a whopping 91% are aware of the „Daag Acche Hain‟
    advertisements by Surf Excel.




11. What message does the ''Daag Acche Hain' ad campaign give about Surf Excel
product?


    Response                        No of Users
    Provides Whiteness              6

    Removes Stains                  59
    All        cloth   cleaning     71



38 | P a g e
problems


    Haven‟t seen ad campaign              14




                           9%      4%


                                                                 Provide Whiteness
                                                   40%

                                                                 Removes Stains
               47%

                                                                 All cloth cleaning problems


                                                                 Havent seen ad campaign




Of the 150 people surveyed, 71 believe that Surf Excel is a one-stop solution for all
their clothing problems. While 64 believe that it takes care of selective problems.
From this we can say that 47% see Surf Excel as more than just a detergent.




ANALYSIS OF THE HYPOTHESES AFTER THE SURVEY


Hypothesis 1:-
         With the help of question nos.6, 7, 8, 9, 10 and 11 of the questionnaire, we
will try to prove our first hypothesis.




39 | P a g e
Users of Surf Excel who are aware of the advertisements



                           14%



                                                                     Yes

                                                                     No



                                     86%




PositiveImpact of advertisements on the users of Surf Excel




                     16%
                                                    Agree & Strongly Agree

               25%
                                    59%
                                                    Neutral


                                                    Disagree & Strongly
                                                    Disgaree




         From the first chart we see that 86% of the consumers are aware of the Surf
Excel Advertisements. And from the second chart we can gather that 59% of
consumers believe that their buying behavior has been affected by these
advertisements.




40 | P a g e
Also, from the responses to questions 7 and 8, we infer that consumers believe
that Surf Excel is expensive but they are willing to pay the extra dough because they
deem Surf Excel to be superior in quality.
         We can thus say that Surf Excel is a distinct brand and not a utility. And hence
the first hypothesis stands disproved.




Hypothesis 2:-
         From the responses to question no. 5 of the questionnaire, we can disprove the
second hypothesis. As we saw, out of the 110 Surf Excel Users, only 27, 4, 4, 32 and
16 people are aware of the specific purposes of Surf Excel Matic, Surf Excel Blue,
Surf Excel Quick Wash, Surf Excel Bar and Surf Excel Gentle Wash respectively.
This shows that consumers are not aware of the specific purposes of the different Surf
Excel variants.
         Also from the responses to question no. 4 we see that only 15 people using
washing machines use Surf Excel Matic. This reinforces the observation that
consumers are unaware of the specific purposes of the variants. And thus the second
hypothesis is also disproved.


CONCLUSION
         Both the first hypothesis and the second hypothesis are rejected.




41 | P a g e

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Brand Dossier- Surf Excel (Word Doc)

  • 1. PRAXIS BUSINESS SCHOOL Brand Dossier – ‘SURF EXCEL’ Submitted To: Prof. Srinivas Govindrajan Presented By: Arunachalam Ramanathan B11010 Jigar Kotak B11023 Mridulla Mittal B11029 Sankha Ghose B11039 1|P age
  • 2. CONTENTS S.NO PARTICULARS PAGE NO 1 ABOUT HUL 3 2 EARLY HISTORY OF SURF EXCEL AND IT’S EVOLUTION OVER TIME 3 3 INITIAL POSITIONING AND SUBSEQUENT REPOSITIONING 4 4 PRODUCT ANALYSIS 5 5 GENERIC COMPETITION 7 6 ADVERTISEMENT 8 7 SALES PROMOTION 9 8 SEGMENTATION STRATEGY 10 9 DISTRIBUTION STRATEGY 12 10 FUTURE DIRECTIONS 14 11 REFERENCES 15 12 HYPOTHESES 19 13 JUSTIFICATION OF HYPOTHESES 19 14 INFORMATION REQUIRED 20 15 SAMPLING PLAN AND SAMPLING SIZE 20 16 INSTRUMENTS OF DATA COLLECTION 20 17 QUESTIONNAIRE 20 18 LIST OF HYPOTHESES 26 19 PRIMARY RESEARCH 26 20 ANALYSIS OF HYPOTHESES 39 21 CONCLUSION 40 2|P age
  • 3. About HUL Hindustan Unilever Limited (HUL) is India‟s largest Fast Moving Consumer Goods (FMCG) Company. The Anglo-Dutch company Unilever owns it. In 1931, Unilever started its First Indian subsidiary, Hindustan Vanaspathi Manufacturing Company Limited, followed by Lever Brothers India Limited in 1933 and United Traders Limited in 1935. In 1956, the three companies merged to form „Hindustan Lever Limited‟ (HLL), headquartered in Mumbai. HLL was renamed as HUL in June 2007. It has over 35 brands covering 20 different categories in the market and has strong employee support of over 16,000. HUL proudly says that their brands touch the lives of two out of three Indians. The parent company, Unilever has 52.1% equity in HUL. The annual turnover was 19,500 crores in the financial year 2010-2011. [1] Early history of Surf Excel and its evolution over time Hindustan Unilever Limited (HUL) introduced Surf in 1959, which was the first detergent powder in India. It gave the promise of “Superlative Whiteness” and it was the first national detergent brand to advertise on TV. [2] In 1990, Surf Ultra was launched to establish a new standard of washing performance. In 1996, Surf was redefined into Surf Excel, which offered three C‟s (Complete, Cleaning and Care). In 2003, Surf Excel Quick Wash entered India as an eco-friendly product as it saved 2 buckets of water a day! It also introduced Surf Excel Blue, which was a color variant that would remove tough stains but not fade color. In 2005, Surf Excel Matic was introduced to satisfy the needs of the fast growing washing machine consumers, delivering machine care with in-machine stain removal. [3] 3|P age
  • 4. INITIAL POSITIONING AND SUBSEQUENT REPOSITIONING Positioning In marketing, creating an image of the company‟s brand in the eyes of the consumer is positioning. Now, this image has to be such that the consumer connects with the product immediately. A product can be positioned on two platforms, the consumer and the competitor. When positioning is on the customer oriented, the advertising campaigns and messages are targeted at the consumers. These advertisements propound the benefits that a consumer will get on using the product. On the other hand, when positioning is done on the basis of competitors, the advertisement campaigns try to say that their product is better than that of the competitors. Initial Positioning Surf Excel was initially positioned as a detergent that „washes whitest‟. The positioning was done to make the product stand apart from other detergents. The image that they wanted to create was that of tough stain removal. Repositioning With the competition in the detergent industry increasing with the entry of products like Ariel and Tide from Proctor & Gamble, Surf Excel was underwent a change in its image. Their war cry now was “Daag Acche Hain” or dirt is good. This was done keeping in mind that a major part of dirty laundry comprises of children‟s clothes. Surf Excel says that you go play in dirt and we‟ll be there to take care of the stains. 4|P age
  • 5. PRODUCT ANALYSIS At present Surf Excel has 5 products in the market. These products are, Surf Excel Quick Wash It is a low lather detergent powder that works well even with hard water. Hard water contains dissolved Calcium and Magnesium salts. Soaps and detergent don‟t dissolve well in hard water. But Surf Excel Quick wash converts hard water to soft water as soon as it mixes with water. Surf Excel Quick Wash is available in packages ranging from 200g to 4kgs. Surf Excel Blue Surf Excel Blue is a color care variant of Surf Excel. Its tagline says “Red ko Red rakhne ke liye Blue”. It prevents clothes from losing their color. Surf Excel Matic 5|P age
  • 6. Surf Excel Matic is intended to be used in washing machines. It has two variants: one for Front load and the other for Top load washing machines. Surf Excel Bar HUL made a unique marketing step in 2006. Rin Supreme became Surf Excel Bar. This was done to counter the launch of Tide Bar. Rin Supreme‟s USP was whiteness platform and Surf Excel‟s USP was stain removal. The merger took advantage of both. Surf Excel Bar comes in various sizes ranging from 100g to 800g. Surf Excel Gentle Wash Surf Excel Gentle Wash is a liquid detergent meant for woolens, baby clothes, silks, crepes and other such clothes that get damaged if washed with regular detergent. It is available only in 200ml pack. [3] 6|P age
  • 7. GENERIC COMPETITION The Indian detergent market is estimated to be around Rs.12000 crore, comprising of Laundry soaps, synthetic detergent powders, and bars. The major players in the organized detergent market are: HUL Nirma P&G Nirma Nirma is one of the most recognizable Indian brands. Its story is a classic rag to riches saga. Starting as a one-man operation in 1969, today, Nirma has about 14,000 employees and annual turnover of more than Rs. 2500 crores. Nirma was founded by Dr. Karsanbhai Patel. Nirma was sold door-to-door in polythene bags. In a short span of time, with indigenous process, packaging and low- profiled marketing, Nirma created an entirely new market segment in domestic marketplace and quickly emerged as dominant market player. 7|P age
  • 8. Surf was gaining success till 1969 until the sudden emergence of Nirma. The strategy used by Nirma:- (i) Nirma‟s cost per kg was Rs.3 when compared to Surf‟s cost per kg Rs.15 (ii) It slowly captured the non-consumers of detergent (iii) Sold in polybags rather than Surf cartons (iv) Mass media advertisement with their brand tune and the girl picture (v) Door to door delivery during initial days In 1990, Nirma entered the toilet soap market and today it is the second largest toilet soap brand in India. Today, Nirma has one of the largest volume sales with a single brand name in the world. Procter & Gamble Procter and Gamble is one of the Fortune 500 American Multinational Corporation. It is HUL‟s main competitor in the world consumer product market. P&G overtook HUL in 2005 when it acquired Gilette. In India they have Ariel and Tide to compete against HUL in the Detergent Market. 8|P age
  • 9. ADVERTISMENT, SALES PROMOTION AND SEGMENTATION STRATEGY Advertisement Surf Excel brought in „Lalithaji‟ in advertisements to create the feel amongst consumers that higher the rate, better the quality. This was done when Nirma started to flourish in the market. By the end of 1999, HLL came with a novel idea of distributing their branded tablemats to offices through dabbawalas in Mumbai. The mat was advertised with the line „Kuch Khana, Kuch Girana… Surf Excel Hai Na'. [4] In 2000, a survey was conducted by HUL, which said that 70% of the water consumption was used for rinsing the clothes. Hence, HUL formulated a new model with „less lather and less water‟ concept. Thus, Surf Excel Quick Wash boomed into the market and convinced many minds by saying “Save 2 buckets of water”. This was a grand success in water scarce areas like Tamil Nadu. Surf Excel had launched a variety of products under the same name. This confused their consumers. And with Tide and Ariel vying for shelf-space HUL started to feel the heat. It realized what was happening and introduced a global tagline „Dirt is Good‟ in 2005. With the „Dirt is Good‟ campaign, Surf Excel facilitated a change from rational appeal to emotional appeal. 9|P age
  • 10. Instead of saying „Ours is the best detergent‟, they said, “Let children play and get dirt on their clothes, we‟ll take care of the stains”. This was directed at homemakers who had to take care of their child‟s laundry. And it worked! With their new campaign, Surf Excel once again became the market leader in the premium detergent segment. By 2006, HUL made a unique move. They came up with an advertisement, “Good News and Bad News”. The Bad news was „No more Rin Supreme‟ and the Good news was „Rin Supreme became Surf Excel bar‟. Rin and Surf Excel were both HUL brands. They were merged into one detergent bar to stave off competition from Procter & Gamble‟s Tide bar. [5] 10 | P a g e
  • 11. Sales Promotion „Surf Paint Fun 2003‟, „Surf Colour Your Future 2004‟ and „Surf X Sellam – 2005‟ made mothers and their children to feel Surf Excel as a member of their family. This consumer relationship gave a phenomenal growth to their success. HUL introduced Surf Excel Six Packer, which contained 6 sachets (for a week usage) for a cost of 10. This was launched to make the product affordable in a large market. Price conscious and sachet consumers were targeted.[6] When Dove was bought by HUL, it had to change the consumers‟ bad perception i.e. Dove was made of animal fat. So, they promoted a free Dove soap for a kilogram of Surf Excel. This made a positive impact about Dove and at the same time made other detergent consumers to buy Surf Excel. IFB recommended the use of Surf Excel Matic with its washing machines. Segmentation Strategy PRODUCT TARGET PURPOSE SURF EXCEL BLUE Everyone To prevent fading of color Machine wash requires less SURF EXCEL MATIC Washing machine Users lather detergent Low and Middle Income To provide both whiteness SURF EXCEL BAR Family and stain removal To save 2 buckets of water SURF EXCEL QUICK Consumers in water scarce during rinse and to convert WASH and hard water regions hard water into soft water 11 | P a g e
  • 12. SURF EXCEL’S MARKET SHARE IN INDIA Market Share in India 18% HUL 12% 40% Nirma 30% P&G Others The synthetic detergent in India is categorized Sales Segment into * Premium (Surf, Ariel) 15% Premium * Mid-price (Rin, Wheel, Tide) 45% Mid-Price * Economical (Nirma) 40% Economical Amongst this premium catergory, HUL leads the market with 60% and the rest 40% by P&G. Premium Category 40% HUL 60% P&G 12 | P a g e
  • 13. DISTRIBUTION STRATEGY HUL‟s distribution strategy has changed over time. Earlier wholesalers and large retailers used to place orders directly to the company. The company salesmen used to collect these orders and then deliver the goods to the concerned customers. This simple system was good enough in the beginning. But then HUL changed things in order to provide quality service to its customers. They appointed one wholesaler in each market as a Registered Wholesaler. This wholesaler was then the guy to whom all the salesmen went with the orders that they have taken. He handed over the products to the salesmen who then distributed them to the customers. This strategy helped HUL to reach more customers. As time went by and the competition got tougher, HUL had to make its distribution network leaner and meaner than ever before. Also, Surf Excel being a detergent powder is a FMCG. So HUL had to make sure that the retailers‟ shelves were replenished in time. To do that, they had depots all over the country. These depots or warehouses stocked finished products and acted as buffers in case of an increase in demand. Earlier the registered wholesalers used to get the goods direct from the company. Now the company sent the goods to the depots from where the Redistribution Stockiest got them. This made their distribution system a much more efficient and well-oiled machine. 13 | P a g e
  • 14. HUL C&F REDISTRIBUTION STOCKIESTS WHOLESALERS RURAL URBAN RETAILERS RETAILERS CONSUMERS 14 | P a g e
  • 15. PRICE MARGIN Market Value: SURF EXCEL BLUE: 500g - Rs.50 750g - Rs.90 SURF EXCEL MATIC: 500g - Rs.80 1kg - Rs160 Margin: C&F: Rs.12 per carton Wholesaler (Outsourced) - 5% Retailer (Outsourced) – 9% SOURCE: Sub-Distributor: Moon Enterprise, Thakurpukur Distributor: Doyabhuti Traders, Thakurpukur 15 | P a g e
  • 16. FUTURE DIRECTIONS Surf Excel already has a huge customer base. So their priority in the coming years has to be hold on to these existing customers and defend their turf from competitors. They will also have to adapt and change with times like they did before by changing their whole promotion platform. That is the kind of strategizing that keeps a brand alive in today‟s competitive market. India is a country where there are more villages than there are towns. In these villages lie the customers that Surf Excel hasn‟t captured yet. There are remote villages where Surf hasn‟t reached. So maybe it‟s a good idea to come up with a variant that can compete in the economy segment against detergents like Nirma. 16 | P a g e
  • 17. REFERENCES 1) www.hul.co.in 2) http://en.wikipedia.org/wiki/Surf_Excel 3) www.surfexcel.in 4) http://www.afaqs.com/news/story.html?sid=1193 5) http://www.thehindubusinessline.in/2006/02/09/stories/2006020903260800. htm 6) http://marketingpractice.blogspot.com/2008/01/brand-update-surf- excel.html 17 | P a g e
  • 18. PHASE -2 18 | P a g e
  • 19. Hypotheses 1. The Daag Acche Hain 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. Justification of the Hypotheses Surf Excel was earlier positioned as a detergent that „washes whitest‟. Then, during the late 90‟s, other detergents like Nirma, Tide and Ariel started eating into Surf‟s market. So, HUL came up with the „Daag Acche Hain‟ campaign. It captured the public‟s imagination. With this campaign, they changed Surf from a product to a utility. Surf is the current market leader in the premium detergent section. Surf Excel also has broad range of products from sachets to Surf Excel variants meant to be used with washing machines. This means that Surf Excel has a product at all levels. We would like to find out if the consumers are aware of the different variants available and use of those variants for their specific purposes. Information Required Consumer awareness of the „Daag Acche Hain‟ campaign Effect of the „Daag Acche Hain‟ campaign on the consumers‟ choice of detergent Awareness levels about the variants of Surf Excel Are the different variants used for specific purposes 19 | P a g e
  • 20. Sampling Plan and Sample Size Target Population: Detergent users of age 20 and above geographically stratified into three regions: North, South and East India Sampling Technique: Convenience, Stratified and Online sampling Sample Size: 150 Instruments of Data Collection Telephone Interview Personal In-Home Interview Email Interview Internet Interview Questionnaire 1. How do you wash your clothes? Hand Wash Machine Wash Both ways (Method of Data Analysis: Pie Chart) 2. Which detergent do you use? (Method of Data Analysis: Bar Graph) 20 | P a g e
  • 21. 3. Which variant(s) of Surf Excel are you aware of? (More than one option can be chosen) Surf Excel Matic Surf Excel Blue Surf Excel Quick Wash Surf Excel Bar Surf Excel Gentle Wash I am not aware (Method of Data Analysis: Bar Graph) 4. Which variant(s) of Surf Excel do you use? (More than one option can be chosen) Surf Excel Matic Surf Excel Blue Surf Excel Quick Wash Surf Excel Bar Surf Excel Gentle Wash I am not a Surf Excel user (Method of Data Analysis: Bar Graph) 5. Are you aware about the SPECIFIC PURPOSE of the Surf Excel variants? ( If you are aware, kindly specify the purpose) a) Surf Excel Matic I am not aware Purpose: 21 | P a g e
  • 22. b) Surf Excel Blue I am not aware Purpose: c) Surf Excel Quick Wash I am not aware Purpose: d) Surf Excel Bar I am not aware Purpose: e) Surf Excel Gentle Wash I am not aware Purpose: (Method of Data Analysis: Bar Graph) 6. Do you use Surf Excel regularly? Yes No I am not a Surf Excel user (Method of Data Analysis: Pie Chart) 22 | P a g e
  • 23. Following are some of the statements about Surf Excel. Kindly select the option that reflects your opinion (If you are not a Surf Excel user, kindly skip questions 7, 8 ,9) 7. I purchase Surf Excel because it is a good quality product Strongly disagree Disagree Neither disagree nor agree Agree Strongly agree (Method of Data Analysis: Bar Graph) 8. I purchase Surf Excel because it is inexpensive Strongly disagree Disagree Neither disagree nor agree Agree Strongly agree (Method of Data Analysis: Bar Graph) 9. Surf Excel advertisements have a positive impact on my purchasing decision Strongly disagree Disagree Neither disagree nor agree Agree Strongly agree (Method of Data Analysis: Bar Graph) 23 | P a g e
  • 24. 10. Are you aware of the 'Daag Acche Hain' advertisements by Surf Excel? Yes No (Method of Data Analysis: Pie Chart) 11. What message does the ''Daag Acche Hain' ad campaign give about Surf Excel product ? Surf Excel makes clothes whiter than other detergents Surf Excel removes stains better than other detergents Surf Excel would take care of any cloth cleaning related problems I havent seen the ad campaign (Method of Data Analysis: Pie Chart) Name: Age: 24 | P a g e
  • 25. PHASE-3 25 | P a g e
  • 26. After an approval, this survey was conducted via the internet, telephone and personal interviews for a sample size of 150 individuals. Respondents were from almost all regions of the country. The age of the respondents varied from 20-70 years. LIST OF HYPOTHESES 1. The Daag Acche Hain 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. PRIMARY RESEARCH 1. How do you wash your clothes? Method No.of Users Machine 51 Wash Hand 41 Wash Both Ways 58 26 | P a g e
  • 27. 39% 34% Machine Wash Hand Wash 27% Both Ways We can see that of the 150 people surveyed, 51 wash their clothes using washing machines, 41 by hand and 48 wash them both ways. This amounts to 34%, 27% and 39% respectively. 2. Which detergent do you use? Detergents No of Users Surf Excel 110 Ariel 10 Tide 21 Others 9 27 | P a g e
  • 28. 120 110 100 80 60 No.of Users 40 21 20 10 9 0 Surf Excel Ariel Tide Others Of the 150 people surveyed, 110 use Surf Excel, 10 use Ariel, 21 use Tide and 9 use other detergents. We can thus tentatively say that Surf Excel is a leader in the detergent market. 3. Which variants of Surf Excel are you aware of? Variants No of Users Surf Excel Matic 51 Surf Excel Blue 122 Surf Excel Quick 50 Wash Surf Excel Bar 94 Surf Excel Gentle 27 Wash Not Aware 7 28 | P a g e
  • 29. 140 122 120 100 94 80 No.of Users 60 51 50 40 27 20 7 0 Surf Excel Surf Excel Surf Excel Surf Excel Bar Surf Excel Not Aware Matic Blue Quick Wash Gentle Wash As shown in the graph above, Surf Excel Blue and the Surf Excel detergent Bar are the two most recognized variants of Surf Excel. 4. Which variants of Surf Excel do you use? Overall Variants No of Users Surf Excel 28 Matic Surf Excel Blue 80 Surf Excel 24 Quick Wash Surf Excel Bar 45 Surf Excel 12 Gentle Wash Non Surf Excel 36 Users 29 | P a g e
  • 30. Overall 90 80 80 70 60 50 45 40 36 28 30 24 No.of users 20 12 10 0 Surf Excel Surf Excel Surf Excel Surf Excel Surf Excel Non Surf Matic Blue Quick Bar Gentle Excel Wash Wash Users Surf Excel Blue is the most used variant among the 150 people surveyed. This is consistent with the previous observation where we saw that the same variant is the most recognized of the six. Machine Wash Variants No of Users Surf Excel 15 Matic Surf Excel Blue 20 Surf Excel 7 Quick Wash Surf Excel Bar 9 Surf Excel 5 Gentle Wash 30 | P a g e
  • 31. Machine Wash 25 20 20 15 15 10 9 No.of Users 7 5 5 0 Surf Excel Surf Excel Surf Excel Surf Excel Bar Surf Excel Matic Blue Quick Wash Gentle Wash Here we can see that of the people who use a washing machine to wash their clothes, more people use Surf Excel Blue than people who use Surf Excel Matic which is the variant that is supposed to be used with washing machines. Hand Wash Variants No of Users Surf Excel 0 Matic Surf Excel Blue 27 Surf Excel 5 Quick Wash Surf Excel Bar 13 Surf Excel 1 Gentle Wash 31 | P a g e
  • 32. Hand Wash 30 27 25 20 15 13 No.of Users 10 5 5 0 1 0 Surf Excel Surf Excel Surf Excel Surf Excel Surf Excel Matic Blue Quick Wash Bar Gentle Wash Here we see that people who wash their clothes by hand use Surf Excel Blue the most. 5. User awareness about specific purposes of Surf Excel Variants i) Surf Excel Matic ii) Surf Excel Blue iii) Surf Excel Quick Wash iv) Surf Excel Bar v) Surf Excel Gentle Wash Variants Aware Not Aware Surf Excel Matic 30 21 Surl Excel Blue 4 118 Surf Excel Quick 4 46 Wash Surf Excel Bar 45 47 32 | P a g e
  • 33. Surf Excel Gentle 11 18 Wash 120 106 106 100 94 83 78 80 60 Aware Not Aware 40 32 27 20 16 4 4 0 Surf Excel Matic Surl Excel Blue Surf Excel Quick Surf Excel Bar Surf Excel Wash Gentle Wash Surf Excel Matic and Surf Excel Bar are the two variants whose purposes consumers are relatively more aware of. 6. Do you use Surf Excel regularly? Response No of Users Yes 96 No 14 Not a Surf 40 Excel User 33 | P a g e
  • 34. 27% Yes 9% No 64% Not a Surf Excel User Of the 150 people surveyed, 96 use Surf Excel regularly, 14 don‟t while 40 are not Surf Excel Users. These figures amount to 64%, 27% and 9% respectively. 7. I purchase Surf Excel because it is a good quality product Response No of Users Strongly Disagree 5 Disagree 0 Neither Agree nor Disagree 4 Agree 57 Strongly Agree 44 Total 110 34 | P a g e
  • 35. 60 57 50 44 40 30 No.of Users 20 10 5 4 0 0 Strongly Disagree Neutral Agree Strongly Agree Disagree This shows that consumers deem Surf Excel to be a product superior in quality. 8. I purchase Surf Excel because it is inexpensive Response No of Users Strongly Disagree 12 Disagree 38 Neither Agree nor Disagree 38 Agree 18 Strongly Agree 4 Total 110 35 | P a g e
  • 36. 40 38 38 35 30 25 20 18 No.of Users 15 12 10 4 5 0 Strongly Disagree Neutral Agree Strongly Agree Disagree This shows that consumers believe that Surf Excel is expensive. When we combine this observation with the previous one, we can infer that consumers are willing to buy Surf Excel even though it is expensive, because they believe that it is superior in quality. 9. Surf Excel advertisements have a positive impact on my purchasing decision Response No of Users Strongly Disagree 2 Disagree 16 Neither Agree nor Disagree 31 Agree 50 Strongly Agree 11 Total 110 36 | P a g e
  • 37. 60 50 50 40 31 30 No.of Users 20 16 11 10 2 0 Strongly Disagree Neutral Agree Strongly Agree Disagree This shows that advertisements have at least an effect on the buying behavior of some consumers. 10. Are you aware of the 'Daag Acche Hain' advertisements by Surf Excel? Response No of Users Yes 136 No 14 37 | P a g e
  • 38. 9% Yes No 91% Of the 150 people surveyed, a whopping 91% are aware of the „Daag Acche Hain‟ advertisements by Surf Excel. 11. What message does the ''Daag Acche Hain' ad campaign give about Surf Excel product? Response No of Users Provides Whiteness 6 Removes Stains 59 All cloth cleaning 71 38 | P a g e
  • 39. problems Haven‟t seen ad campaign 14 9% 4% Provide Whiteness 40% Removes Stains 47% All cloth cleaning problems Havent seen ad campaign Of the 150 people surveyed, 71 believe that Surf Excel is a one-stop solution for all their clothing problems. While 64 believe that it takes care of selective problems. From this we can say that 47% see Surf Excel as more than just a detergent. ANALYSIS OF THE HYPOTHESES AFTER THE SURVEY Hypothesis 1:- With the help of question nos.6, 7, 8, 9, 10 and 11 of the questionnaire, we will try to prove our first hypothesis. 39 | P a g e
  • 40. Users of Surf Excel who are aware of the advertisements 14% Yes No 86% PositiveImpact of advertisements on the users of Surf Excel 16% Agree & Strongly Agree 25% 59% Neutral Disagree & Strongly Disgaree From the first chart we see that 86% of the consumers are aware of the Surf Excel Advertisements. And from the second chart we can gather that 59% of consumers believe that their buying behavior has been affected by these advertisements. 40 | P a g e
  • 41. Also, from the responses to questions 7 and 8, we infer that consumers believe that Surf Excel is expensive but they are willing to pay the extra dough because they deem Surf Excel to be superior in quality. We can thus say that Surf Excel is a distinct brand and not a utility. And hence the first hypothesis stands disproved. Hypothesis 2:- From the responses to question no. 5 of the questionnaire, we can disprove the second hypothesis. As we saw, out of the 110 Surf Excel Users, only 27, 4, 4, 32 and 16 people are aware of the specific purposes of Surf Excel Matic, Surf Excel Blue, Surf Excel Quick Wash, Surf Excel Bar and Surf Excel Gentle Wash respectively. This shows that consumers are not aware of the specific purposes of the different Surf Excel variants. Also from the responses to question no. 4 we see that only 15 people using washing machines use Surf Excel Matic. This reinforces the observation that consumers are unaware of the specific purposes of the variants. And thus the second hypothesis is also disproved. CONCLUSION Both the first hypothesis and the second hypothesis are rejected. 41 | P a g e