Surf excel-ppt

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  • Unilever- british & dutch parentage- consumer products brands in food beverages cleaning agents & personal care productsIn uk – surf tropical surf advanced.Competitors – p&g, nestle johnson & johnson
  • Surf excel-ppt

    1. 1. MARKETINGMANAGEMENTPRESENTATION ON “SURFEXCEL” BY,
    2. 2. CONTENT History Marketing Strategy Product range & target market Promotion/ Ad & competitors Observations & Suggestions
    3. 3. HISTORY OF SURF EXCEL Surf is the name of the brand of laundry detergent made by Unilever. Surf was introduced in the year 1954 after Rinso (brand before it) failed. One of the oldest detergents in India. Competition emerged from low priced detergents in 1970’s. Revolutionary change in 1990’s through various ad campaing. Today , Surf Excel leads the premium wash category in India with baseline “Dirt is good”. Some of the other major detergent products of Unilever in India are Rin & wheel. The latest entry into the segment is Comfort , a fabric conditioner.
    4. 4. Marketing Strategy/Objectives Surf has been in the market for a long time and has effectively managed its product life cycle with the help of product innovations and great marketing stratergies. Unilever markets detergent products internationally and uses individual sub-brands to segment those markets. Formulation of the detergent and the market targeted vary by region. Launching variants in the washing machine category. Effective Ad campaing . Approaching new market.
    5. 5. PRODUCT RANGE & TARGET MARKETProduct range Surf excel detergent bar Surf excel blue Surf excel quick wash Surf excel automatic Surf excel top-load & front loadTarget market Sachet packet (Rs 2/-) – mass market , convenient & affordable Detergent bar , Surf excel blue , surf excel automatic– middle class & upper middle class
    6. 6. Promotion/Advertisement Lalitaji , Surf karidne mein samajdari hai- It makes better sense to buy surf. Made huge impact. Daag doodthe rehjavoge. Daag acche hote hain- Dirt is good.Rational appealToEmotional appeal
    7. 7. COMPETITIORS Aerial Johnson & Johnson P&G
    8. 8. Observations Experienced player Innovative advertising approaches Provides offers & schemes Strong distribution channelSuggestions Reduce the pricing Reduce the expenses on advertisement Penetration in rural areas
    9. 9. “DIRT IS GOOD”
    10. 10. Thank you

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