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
MARKETINGMANAGEMENTPRESENTATION ON “SURFEXCEL” BY,
CONTENT History Marketing Strategy Product range & target market Promotion/ Ad & competitors Observations & Suggestions
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.
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.
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
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
Observations Experienced player Innovative advertising approaches Provides offers & schemes Strong distribution channelSuggestions Reduce the pricing Reduce the expenses on advertisement Penetration in rural areas