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
5.
6.
7.
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.
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
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.
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.
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
25.
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.
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
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
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.
41. Experienced players.
Competitive advantage with well laid distribution
and retail network.
Innovative advertising approaches.
Willingness to venture out with new variants.