- Surf Excel is a detergent brand produced by Hindustan Unilever Limited (HUL) that has been present in India since 1959. - It is one of the leading brands in the Indian laundry detergent market and was the first detergent brand to be advertised on television in India. - Surf Excel competes in an oligopolistic market structure against other major detergent brands like Tide, Ariel, Nirma and Rin. It positions itself as a brand that can remove all types of stains without fading colors.

1. K.GOVINDARUNK.GOVINDARUN
MBAMBA
PERIYARPERIYAR
UNIVERSITY,SALEMUNIVERSITY,SALEM

2. Vision & MissionVision & Mission
VISION STATEMENTVISION STATEMENT
 Outstanding stain removal ability on a wide range of stains.
 Give the acute water scarcity in most of India.
MISSION STATEMENTMISSION STATEMENT
Unilever's mission is to add Vitality to life.

3. INTRODUCTION TO HUL
 Lever brothers is founded by WILLIAM HESKETH LEVER
in 1890
 Key player in food & household product industry
 Historically grew through acquisitions
 LEVER BROTHERS, THE OLD NAME WAS CHANGED INTO
UNILEVER AFTER THE MERGER OF LEVER BROTHERS &
MARGARINE UNIE IN 1930

4. Contd……..
 UNILEVER IS A MULTI NATIONAL COMPANY
 IT IS ONE OF THE LARGEST CONSUMER GOODS COMPANIES IN THE
WORLD
 ITS BRANDS ARE ON SALE IN 151 COUNTRIES

8. It is the oldest detergent to be present in INDIA
Since 1960.
It believes that children must be free to experience
their LIFE for themselves…
First detergent powder in India was DET.
Then SURF came with its strong sales promotion,
advertisement and distribution width.
Followed by TOMCO’S MAGIC and then NIRMA.

9. BRAND EVALUTION
HISTORY:-
 Launched in 1959 & first in Indian
detergent powder market.
 It was the first Fast Moving Consumer
Goods (FMCG) for Detergent.
 Brand to set up a one-stop
 shop - called Care line - for people
seeking solutions to their varied
laundry problems.
 Surf was the first brand of detergent that was advertised on TV. It is advertise on more than
300 channels across the globe .
 Introduced the concept of bucket wash to housewives who were used to washing clothes
with laundry soap bars.

10. Some Facts….
To Approx 4000 crore
detergent market is amongst
the largest FMCG categories
in India, next only to edible
oils and biscuits.
The Indian market for
detergent is amongst the
largest in the world.

11. Some Facts….
Reasons of migration
Surf to Surf excel
 Surf became known only for whiteness
 Surf Excel (stain removal) : Positioned
with the baseline ‘removes stain
without fading colours’ (Surf Excel Hai
Na..)
 To boost its image as that of a modern
and contemporary brand.

12. External Factors - IndiaExternal Factors - India

13. Demographic factorsDemographic factors
 Large population base – 1.14 billion
 High birth rate- 21.76 births/1,000 population
 Population migration trend-from rural to urban
 Over a period of 90 years, the rural population increased from 213Mn – 629Mn
 Increase in Urban population(More than eight times-from 26 Mn to 218Mn )
 Increase in working women due to economic development
 Increasing literacy levels
 Growing population of middle- and upper-middle class

14. Economic factorsEconomic factors
 Growing economy – Increased purchasing power of middle class
 NABARD has set up a refinancing window with a corpus of US$
204.92 million for agro processing infrastructure and market
development.
 FMCG Sector expected to grow by over 60% by 2010
 100% FDI allowed in FMCG sector

15. Political & LegalPolitical & Legal
 India is a stable democracy
 Moderate regulations by government in FMCG sector

16. Competitive factorsCompetitive factors
Substitutes
Substitutes are available for Surf Excel in the names of
 HUL ( blue,matic)
 Nirma
 P&G ( Tide, Aerial)
 Henkel India (Mir, persil, porwall,vernel,purex)
 Reckitt Benckiser ( Varnish)
 Omo
 Bonux
 Sunlight
 Rin
 Domex

17. PRODUCT MIX OF SURF EXCELPRODUCT MIX OF SURF EXCEL

18. HUL have three brands in laundry category..
1. Surf excel 2. Rin 3. Wheel
 In 2006 Rin supreme bar was replaced by surf excel
bar.
Mainly targeting mothers and children
 Positioning as every type of stain removal.
 Surf Excel is available in 3 variants: Surf Excel Blue,
Surf Excel Quick Wash and Surf Excel Automatic.

19. PRODUCT
SURF EXCEL
 Advance
 Tropical
 Small & mighty
 Automatic
 Blue detergent
 Quick wash

20. To continue market leadership 37.8% in Indian
market.
 Approaching new markets.
 Launching product extensions.
 Maintain brand loyalty.
 Increase frequency of usage.
 Launching variants in the washing machine category.

21. - 4 Ps- 4 Ps

22. RANGE & PRICEOF
PRODUCT
2KG 1KG 500G 115G 50G 25G
Rs405 Rs210 Rs115 Rs20 RS10 Rs5

23. A comparison of cost price with sale
price of Products in product line
Quantity Cost Price in Rupees Sale Price in Rupees
25 4.7 5
50 9.5 10
115 19 20
500 110.5 115
1000 199.5 210
2000 385 405

24. PRICING STRATEGY
Primary :
1. Cost-plus pricing : Mark-up to the cost of the product
2. Competitive Pricing : Price dependent upon price of the
competitors.
Secondary :
1. Customer-Segment Pricing.
DISTRIBUTION PRICING STRATEGY:
FOR EXAMPLE:
List price Rs. 100
Add: Distributor price (5%) Rs. 105
Add: Trade price (5%) Rs. 110.25
Final Retail price (10%) Rs. 121

26. SUPPLY FOR THE
PRODUCT
Supply channel :
 Distributers.
 wholesalers.
 Retailers.
 Cheaper price range of Rs.2 to Rs.450
 Very good geographical distribution across whole India.
 Both Urban and Rural market segment covered.

27. Distribution channel

28. SURFEXCEL-STP
Segment
 Home Care – Premium Detergent – Bar, Powder, Matic.
Target Group
 Every Indian Household – for washing purposes.
Positioning
 Surf Excel has constantly upgraded itself over the years, to answer
the constantly changing washing needs of the Indian homemaker

29. POP PromotionPOP Promotion

30. SWOT FOR SURF EXCEL
STRENGTHS
 Strong Brand Portfolio
 Quantity and Variety
 Solid Base of the Company
 Innovative Aspects
 Unique Selling Points
 High quality
 Reach of the products
 social responsibility of the company
 Competitive advantages
 Success of the Slogan - 'Dirt is Good'

31. WEAKNESSES
 Strong Competitors
 High Price of the Product
 Substitute Product
 Policy of Spending for the Social Responsibility
 Financials of the company
 Lack of control in the markets
 Lack of Reliability of data, plan predictability
 Lack of Competitive Strength

32. OPPORTUNITIES
 Indian market for FMCG is growing @ 20%
 Niche target market.
 Market penetration
 Geographical export Changing lifestyle of the people
 New markets, vertical, horizontal
 Increasing the volume of production
 Seasonal Weather & Fashion influences
 Geographical Export & Import
 Niche Target Market
 Business and product development
 Technology Development & Innovations
 Applying tactics & surprise

33. OPPORTUNITIES TO GROW
CONSUMPTIONS

34. THREATS
 Cheaper product eat into HUL market share.
 Competitor trade strategy.
 Urban consumer are shopping less.
 Product from it’s own stable.
 Political effects
 Legislative effects
 Environmental effects
 Economic Crisis
 Change in the lifestyle
 Introduction to Local Products
 Obstacles faced
 Increase in production and labour cost
 Chances of Price War

35. MARKET STRUCTURE
Type of market : OLIGOPOLY
 Oligopoly = An oligopoly is a market form in which
a market or industry is dominated by a small number of sellers
(oligopolists)
 Because there are few sellers, each oligopoliest is likely to be
aware of the actions of the others. The decisions of one firm
influence, and are influenced by, the decisions of other firms.

36.  RESTRICTED MARKET.
 AVAILABILITY OF VARITIES.
 SELLING COST.
 SIMILAR PRODUCTS.
 STABLE MARKET.
 PRICING.

37. Way aheadWay ahead

38. Way aheadWay ahead

39. Way aheadWay ahead
CHILD DEVELOPMENTCHILD DEVELOPMENT

40. Way aheadWay ahead
RECYCLINGRECYCLING

41. Experienced players.
Competitive advantage with well laid distribution
and retail network.
Innovative advertising approaches.
 Willingness to venture out with new variants.

42. THE
END

43. THANK
U