surf excel overall marketing strategy

1. Surf Excel Marketing Assignment
MBA7003
Traya Roy Chowdhury

2. The Indian Detergent Industry
• The size of the Indian detergent market is estimated to
be approx. 12000 crore (Business Maps of India,2015)
• Players from local as well as international markets
• High competition and penetration level.
• Main players- Hindustan Unilever Limited, Henkel and
Proctor & Gamble, Nirma

3. Hindustan Unilever Limited
• Hindustan Unilever Limited is one of the largest FMCG
Company across the country.
• Their brand portfolio for detergent is of Wheel, Rin,
Sunlight and Surf Excel.
• HUL holds a 38 per cent market share in the washing
powder segment .( Business maps of India, 2015)
• HUL gets 44% revenue from soaps and
detergents.(Sharma,2011)
• Wheel and surf excel are the 1000 crore plus brands.
(The Economic Times, 2014)

4. In 1959 – Introduced surf with the promise of “superlative
whiteness".
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 was launched as an eco-friendly
product as it saved two buckets of water.
In 2005- surf excel matic was introduced to satisfy the needs
of fast growing washing machines users.
Surf-The Journey…..

5. Segmentation
• Demographic Age ,
Gender, Occupation
• Behavioral
• Psychographic (need
based)
Targeting
• Every Indian
Household
• Mothers
Positioning
• Premium detergent
• Whitest wash

6. Positioning Map (Cloth protection vs. Price)
(Cloth Protection)
(Price)
HIGH
LOW
HighLow

7. q
bl
Product Range
Easy wash
Quick wash
blue
bar
matic
Name of the
product derived
from surfactants
Size of the packet
varies from 30gm-
4kg
Product has been
innovated
thoroughly

8. • The major component of cost in a
detergent is actually the cost of
marketing it. (trade briefs FMCG)
• Surf Excel has been promoted as a
premium product
• Pricing is comparatively higher
than that of other detergents
Pricing

9. • Enjoys the distribution facility of HUL
• From mom n pop store to a big
departmental zone
• Available at the rural market also
Place

10. Promotion
• All medium
• The promotional activities have been a key
differentiator for the brand
• Surf Excel promotion includes advertisements,
social awareness activities and
CSR activities
• Cross promotional techniques
• (Pinto,2014)

11. ADVERTISEMENTS

12. Most Memorable Advertising Campaigns
• The Lalita ji Camapign
• Daag … Dhoondte Reh jaoge campaign
• Surf Excel hai naa.. Camapign
• Do bucket paani roozana hai bachana”
• Daag ache hai camapign
• (Gupte,2014), (Sachidanand,2012)

13. Social awareness activities & CSR activities
• Save water(Times of India,2012)
• The Keep India clean campaign to support the Clean India
Campaign .
• Fulfill a Wish campaign (Brand Equity,2015), (Social
Samosa,2012)
• Lending a Helping hand campaign

14. Strengths
Strong brand image
Advertisements and
promotional campaigns
Excellent distribution
network
Continuous innovation

15. Weakness
• Competition (Pinto,2015)
• No prominent brand ambassador
• Not first choice for lower segments
• Positioned as high priced detergent

16. Opportunities Threats
• Rural Markets
• Product
innovation
• Loyal customers
• Local players
• Established brand
• Seen as a premium
detergent
• Reduction in price
may lead to price
war

17. Porter’s Five Forces
Power of Supplier
(Low)
Thereat of New Entrants
(Medium)
Power of Buyer
(High)
Threat of Substitutes
(Low)
Competitive Rivalry
(High)

18. Conclusion
• Surf Excel as a brand has been successful in delivering
value to the customer .
• It is quite close to being a generic name for detergents.
• The constant IMC advertising has also been the backbone
for its success.
• There is no fear for the extinction of the brand.

19.  Gupte, M. (2014, august 27). 40 Years Ago...and now: Unsmiling Lalita ji to celebrating stains.
Retrieved from Business standard: http://www.business-standard.com/article/management/40-
years-ago-and-now-unsmiling-lalita-ji-to-celebrating-stains-114082701206_1.html
 Hindu, T. (2013, april 29). Rural India graduating to newer products: Nitin Paranjpe. Retrieved from
The business Line: http://www.thehindubusinessline.com/companies/rural-india-graduating-to-
newer-products-nitin-paranjpe/article4667290.ece
 Hindustan Unilever Limited. (2015). Surf Excel builds an emotional connect through ‘Dirt is Good’.
Retrieved from Hindustan Unilever Limited:
http://www.hul.co.in/mediacentre/newsandfeatures/2012/Surf-Excel-builds-an-emotional-connect-
through-Dirt-is-Good.aspx
 iDiva. (2012, December 11). Experience the Joy of Giving this Christmas. Retrieved from iDiva:
http://idiva.com/news-relationships/experience-the-joy-of-giving-this-christmas/18184.
References

20.  Pinto, V. S. (2014, December 15). HUL joins cross-promotion bandwagon. Retrieved from Business
Standard: http://www.business-standard.com/article/companies/hul-joins-fmcg-cross-promotion-
pack-114121500142_1.html
 Pinto, V. S. (2015, January 21). Price cuts, ad spending shield HUL from regional players. Retrieved
from Business standard: http://www.business-standard.com/article/companies/price-cuts-ad-
spending-shield-hul-from-regional-players-115012100007_1.html
 Sachidanad, R. (2012, August 8). How HUL succeeded in breaking through the clutter with 'Surf Excel'
campaign. Retrieved from The economic times: http://articles.economictimes.indiatimes.com/2012-08-
08/news/33100728_1_surf-excel-surf-excel-detergent
 Sharma, S. (2011, july 9). HUL seen regaining market share in key business. Retrieved from DNA
analysis: http://www.dnaindia.com/money/report-hul-seen-regaining-market-share-in-key-business-
1563881

21.  Sachidanad, R. (2012, August 8). How HUL succeeded in breaking through the
clutter with 'Surf Excel' campaign. Retrieved from The economic times:
http://articles.economictimes.indiatimes.com/2012-08-
08/news/33100728_1_surf-excel-surf-excel-detergent
 Social Samosa. (2012, November 26). Social Media Campaign Review: Surf Excel’s
Fulfill a Wish. Retrieved from Social Samosa:
http://www.socialsamosa.com/2012/11/social-media-campaign-review-surf-
excels-fulfill-a-wish/
 The Economic Times. (2014, August 12). HUL to spilt home and personal care BIZ.
The Economic Times, pp. http://www.hul.co.in/Images/14-Aug-12-ET-HUL-splits-
Home-%26-Persoanl-care-biz_tcm114-396256.pdf.
 Times of India. (2011, May 17). HUL boost for water conservation . Times of India,
pp. http://www.hul.co.in/Images/11May17-TOI-HUL-boost-for-water-
conservation_tcm114-278092.pdf.
 trade briefs FMCG. (n.d.). The Big Sudds. Retrieved from trade briefs FMCG:
http://www.indiafoodbrief.com/index.php/from-the-editors-desk/130690-the-
big-suds