Surf Excel is HUL's flagship detergent brand that commands 38% of the fabric wash market in India. It was launched in 1951 and has undergone changes over time to include various product variants like Surf Excel Quick Wash, Surf Excel Blue for color care, and Surf Excel Matic for front and top load washing machines. Surf Excel strengthened its leadership position through aggressive pricing, promotions, and distribution reach covering over 1 million retail outlets across India. It faces competition from regional brands but has maintained leadership through continuous innovation and effective marketing campaigns with taglines like "Dirt is Good" and "Surf Excel Hai Na!".

1. SURF EXCEL 4p's & STP Pulkit Rungta PGDM-RM(030) IPE

9. BAR & LIQUID FORM SURF EXCEL BAR GENTLE WASH For GAINING MARKET SHARE OF REVIVE AND EZEE .

12. LOST ITS MARKET SHARE

14. COMBO OFFERS 16 LITRE BUCKET PACK FREE WITH 3.3 KG SURF EXCEL BLUE Surf Excel quickwash 1 kg Rs. 146 + Comfort fabric conditioner 200ml Rs. 29 = Rs. 175 Pay Rs. 163*/- for the combi pack and save Rs. 12/- *(inclusive of all taxes)

15. PROMOTION

18. TAG LINES DIRT IS GOOD : DAAG AACHE HAIN SURF EXCEL HAI NA ! EFFECTIVE POSITIONING

20. NETWORK Factory – Company warehouses – Distributor – Market Factory – Wholesaler & Big retailers (Bulk orders) – 30% Sales

21. THANKYOU