K.GOVINDARUNK.GOVINDARUN
MBAMBA
PERIYARPERIYAR
UNIVERSITY,SALEMUNIVERSITY,SALEM
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.
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
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
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.
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.
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.
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.
External Factors - IndiaExternal Factors - India
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
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
Political & LegalPolitical & Legal
 India is a stable democracy
 Moderate regulations by government in FMCG sector
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
PRODUCT MIX OF SURF EXCELPRODUCT MIX OF SURF EXCEL
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.
PRODUCT
SURF EXCEL
 Advance
 Tropical
 Small & mighty
 Automatic
 Blue detergent
 Quick wash
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.
- 4 Ps- 4 Ps
RANGE & PRICEOF
PRODUCT
2KG 1KG 500G 115G 50G 25G
Rs405 Rs210 Rs115 Rs20 RS10 Rs5
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
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
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.
Distribution channel
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
POP PromotionPOP Promotion
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'
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
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
OPPORTUNITIES TO GROW
CONSUMPTIONS
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
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.
 RESTRICTED MARKET.
 AVAILABILITY OF VARITIES.
 SELLING COST.
 SIMILAR PRODUCTS.
 STABLE MARKET.
 PRICING.
Way aheadWay ahead
Way aheadWay ahead
Way aheadWay ahead
CHILD DEVELOPMENTCHILD DEVELOPMENT
Way aheadWay ahead
RECYCLINGRECYCLING
Experienced players.
Competitive advantage with well laid distribution
and retail network.
Innovative advertising approaches.
 Willingness to venture out with new variants.
THE
END
THANK
U

Surf excel

  • 1.
  • 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 ISA 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 theoldest 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:-  Launchedin 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 Approx4000 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 ofmigration 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 Substitutesare 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 OFSURF EXCELPRODUCT MIX OF SURF EXCEL
  • 18.
    HUL have threebrands 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 marketleadership 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 2KG1KG 500G 115G 50G 25G Rs405 Rs210 Rs115 Rs20 RS10 Rs5
  • 23.
    A comparison ofcost 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 Supplychannel :  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.
  • 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.
  • 30.
    SWOT FOR SURFEXCEL 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 marketfor 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.
  • 34.
    THREATS  Cheaper producteat 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 ofmarket : 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.
  • 38.
  • 39.
    Way aheadWay ahead CHILDDEVELOPMENTCHILD DEVELOPMENT
  • 40.
  • 41.
    Experienced players. Competitive advantagewith well laid distribution and retail network. Innovative advertising approaches.  Willingness to venture out with new variants.
  • 42.
  • 43.