The document provides an agenda covering the timeline and history of HUL and Surf Excel, the laundry market scenario in India, competitors, marketing strategies used by HUL for Surf Excel, hypotheses to be analyzed, and the sampling plan for data collection. It then analyzes two hypotheses - whether the "DaagAccheHain" campaign helped reposition Surf Excel beyond a detergent, and whether consumers are aware of different Surf Excel variants. The analysis found that consumers still see Surf Excel as a brand rather than utility, and that they lack awareness of specific purposes of variants, disproving both hypotheses.

2. AGENDA
• Timeline
– HUL
– Surf Excel
• Laundry Market Scenario In India
• Competitors
• Marketing Strategy
• List of Hypotheses
• Sampling Plan and Data Collection
• Analysis of the Hypotheses
• Conclusion

3. TIMELINE- HUL
• 1931 – Entered as Hindustan Vanaspathi Manufacturing
Company Limited
• 1933 – Incorporated Lever Brothers India Limited
• 1935 – Incorporated United Traders Limited
• 1956 – Merged to form ‘Hindustan Lever Limited’ (HLL)
• 1992 – Recognised as Star Trading House in Exports
• 1994 – TOMCO merged with HUL
• 1996 – Acquired Ponds India Ltd &Lakme India Ltd
• 2007 – Renamed as HUL

4. TIMELINE- SURF EXCEL
• 1959 – Introduction of Surf
• 1990 – Evolution of Surf Ultra
• 1996 – Surf renamed as Surf Excel
• 2002 – Launch of Surf Excel Matic
• 2004 – Launch of Surf Excel Quickwash
• 2007 – Rin became Surf Excel Bar

5. INITIAL POSITIONING RE-POSITIONING

6. LAUNDRY MARKET SCENARIO IN
INDIA
Market Share in India Premium Category
(2011)
12% 18% HUL
40%
40% HUL
Nirma
30% P&G P&G
60%
Others

7. COMPETITORS
• Nirma
– Launched in 1969
– Captured non-consumers of detergent
– Catapulted Surf in 1980
• Ariel
– Launched in 1993 by P&G
– Targeted premium segment
– Slashed prices in 2003
• Tide
– Launched in 2000 by P&G
– Targeted mid-priced segment
– Slashed Prices in 2003

9. PRODUCT
SURF EXCEL MATIC
SURF EXCEL BLUE SURF EXCEL QUICKWASH
SURF EXCEL BAR SURF EXCEL GENTLEWASH

10. PRICE
C&F: Rs.12 per carton
Wholesaler (Outsourced) – 5%
Retailer (Outsourced) – 9%
SOURCE:Sub-Distributor: Moon Enterprise, Thakurpukur

11. DISTRIBUTION STRATEGY
HUL
C&F
REDISTRIBUTION STOCKISTS
WHOLESALERS
RURAL URBAN RETAILERS
RETAILERS
CONSUMERS

12. PROMOTION
• Advertisements
– Lalithaji - Surf vsNirma
– JaiseBhiDaag Ho… Surf Excel HaiNa
– DaagAccheHain
– Commonsense – Surf Excel Matic
– Red ko red rakhnekeliyeblue - Surf Excel Blue
– Save 2 buckets of water - Surf Excel Quickwash
– Good News and Bad News – Surf Excel Bar

13. PROMOTION
• Sales Promotion
– Mumbai Dabbawalas: Branded tablemats to offices
– For every 3.3 kg of Surf Excel Blue, a 16 litre bucket
was given free
– Surf Excel Six Packer (Chain Premia)
– For every Whirlpool Pro, 1 year supply of Surf Excel
Matic was given free (Chain Premia)
– Surf Colour Your Future 2004 (Contest)
– Children’s Festival 2008 (Contest)

14. LIST OF HYPOTHESES
1. The “DaagAccheHain” campaign has helped
Surf Excel reposition itself beyond detergent
to utility
2. Surf Excel has been successful in making their
consumers aware of the different Surf Excel
variants available in the market

15. SAMPLING PLAN AND DATA
COLLECTION
Sampling Plan
Target Population: Detergent users of age 20 and above
Sampling Technique: Convenience, Stratified and Online sampling
Sample Size: 150
Instruments of Data Collection
• Telephone Interview
• Personal In-Home Interview
• Email Interview
• Internet Interview

16. HYPOTHESIS -1

17. ANALYSIS
Regular Users of Surf Excel
Yes Surf Excel Users aware
27% of ‘DaagAccheHain’
No
64%
Not a Surf
9% 14%
Excel User
Yes
No
86%
Detergent Users aware of
‘DaagAccheHain’
9%
Yes
91%
No

18. Regular Users of Surf Excel ANALYSIS
Yes
27%
No Positive Impact of ‘DaagAccheHain’ on
64% Surf Excel users
Not a Surf
9%
Excel User
Agree & Strongly
16% Agree
25% 59% Neutral
Positive impact of ‘DaagAccheHain’
on detergent users Disagree &
Strongly
60
50 Disgaree
50
40
31
30
20 16 No.of Users
11
10
2
0
Strongly Disagree Neutral Agree Strongly
Disagree Agree

19. Surf Excel is a Good Quality Product ANALYSIS
60 57
50 44
40
30
20 No of Users
10 5 4
0
0
Strongly Disagree Neither Agree Strongly
Disagree Agree nor
Disagree
Agree
Consumers believe the
product to be expensive, but
deem it to be of superior
quality and thus are willing to
Surf Excel is Inexpensive
40 38 38 pay more
35
30
25
20 18
No.of Users
15 12
10
4
5
0
Strongly Disagree Neutral Agree Strongly
Disagree Agree

20. ANALYSIS
Surf Excel users’ message about 'Daag Acche Hain'
Surf Excel makes clothes whiter
6% 4% than other detergents
41% Surf Excel removes stains
better than other detergents
49%
Surf Excel would take care of
any cloth cleaning related
problems
Havent seen the ad campaign

21. HYPOTHESIS -2

22. ANALYSIS
Mode of washing clothes Surf Excel users of different variants
90 80
80
70
60 45
50 36
27% 39% Machine Wash
40 28 24
30
20 12
Hand Wash 10 No.of users
34% 0
Both Ways Surf Surf Surf Surf Surf Non
Excel Excel Excel Excel Excel Surf
Matic Blue Quick Bar Gentle Excel
Wash Wash Users
Surf Excel users: Hand Wash Surf Excel Users: Machine Wash
30 27 25
20
25 20
15
20 15
15 13 9
10 7
10 5 No.of Users
No of Users 5
5
5
0 1 0
0 Surf Excel Surf Excel Surf Excel Surf Excel Surf Excel
Surf Excel Surf Excel Surf Excel Surf Excel Surf Excel Matic Blue Quick Wash Bar Gentle
Matic Blue Quick Bar Gentle Wash
Wash Wash

23. ANALYSIS
Awareness about the Specific
Detergent Users Purpose of Surf Excel Variants
120 120
110
106 106
100 100 94
83
78
80 80
Aware
60 Not Aware
60
No. of Users
40 32
40 27
21 20 16
20 4 4
10 9
0
0 Surf Excel Surl Excel Surf Excel Surf Excel Surf Excel
Surf Excel Ariel Tide Others Matic* Blue* Quick Wash* Bar* Gentle Wash*
*Surf Excel Users

24. CONCLUSION
• Hypothesis 1 is disproved because the
consumers still see Surf Excel as a brand and
not a utility
• Hypothesis 2 is also disproved because we
found that consumers are not aware of the
specific purposes of the different variants of
Surf Excel

25. PRESENTED BY
ARUNACHALAM RAMANATHAN
JIGAR KOTAK
MRIDULLA MITTAL
SANKHA GHOSE