This document provides information on the detergent market in India and profiles of Surf Excel and Ariel detergents. The total detergent market size in India is Rs 8800 crores with a volume of 2.3 million tonnes and 98% market penetration. Surf Excel was introduced in 1959 and is one of the oldest detergents in India, known for its stain removal capabilities. Ariel was launched in 1991 as the first compact detergent and introduced stain-removing technologies. Both brands aim to increase market share through new variants, rural expansion, and strengthening brand awareness.

2. Total market size in India- Rs 8800
crores
Total Volume-Rs 2.3 Million Tonnes +
98% penetration in India
Consumption Pattern:
Urban-55%(14% using washing machine)
Rural-45%

6. “ We
have a mission to add Vitality to
life.We meet everyday needs for
nutrition, hygiene and personal care with
brands that help people feel good, look
good and get more out of life.”

7. “We strive to be leaders in all platforms
with a passion to win, maintaining trust
in the masses following the principles of
Integrity and mutual independency in the
way of life to value personal mastery
and to seek the best,”

8. “ We will provide branded products and services
of superior quality and value that improve the lives
of the world’s consumers. As a result, consumers
will reward us with leadership sales, profit, and
value creation, allowing our people, our
shareholders, and the communities in which we live
and work to prosper.”

11. Surf brand
made by
HUL
Surf was
intoduced in
1959 after
brand RINSO
failed in India
One of the
oldest
detergent in
India
Surf excel
leads the
premium wash
category in
India
Trying to expand its
product line
Revolutionary
change in
1990‟s through
various ad
campaigns
Discovering
new
markets
Competition
emerged from
low priced
detergents in
1970‟s

13.  Low
Lather
detergent powder
 Dissolves in hard
water containing
salts such as
Calcium or
Magnesium
 Has a special
feature of
converting hard
water into soft
water
 Available in
packages ranging
from 200g to 4kgs.

14.  Front
Load washing
machines are
expensive and
require proper
maintainence
 Has “Low Suds”
formula, desingned
to create remove
stains without
causing excess foam

15.  Inspite
of using a
washing machine
there was a need to
hand wash and
scrub tough
stains, hence Surf
Excel Matic Top
Load
 Designed to work in
high water
environment inside
a top load washing
machine

16.  Only
liquid
detergent in the
Surf variants
 Specially meant
for woolens, baby
clothes, crepes
etc.
 It is available only
in 200 ml variant

17.  Rin
was
reintroduced as
Surf Excel Bar in
2006
 Introduced to
counter Tide Bar
 Rin Supreme
focused on
whiteness
platform whereas
this bar focused on
stain removal
 Available in size of
100g to 800g

19.  Launched
in 1970
 Tagline -“Surf ki
kharidari main he
samazhdari hai”
 Ad focused on
being best
detergent in Indian
market.

20.  Launched
in 1990
 Tagline – “ Daag dhoondte rehh jaaoge”
 Innovative advertisement
 Was instrumental in capturing a reasonable
market
 From here surf excel focused on stains

21.  Launched
in 1996
 A all together new campaign launched after
success of the previous campaign
 This ad again focused on stain removal power

22.  This
campaign was introduced in 1999
 Had an intention to make consumers rely on
Surf
 Primary objective of building trust
 Secondary objective of becoming a leader

23.  New
technology
launched to
promote reduced
water consumption
 Featured Shabana
Azmi
 A new and
interesting
perspective to a
detergent
introduced

27.  Launched
in 1991 by Procter & Gamble
 First to introduce „Compact Detergent‟
technology
 Introduced „Smart Eye‟ technology for stain
removal
 Available in different variants

29.  Multiple
cleaning
systems
 Contains pink
noodles, green and
blue speckles
which have the
power of
bar, brush and blue
 Can be used for
hand wash and top
load machines

30.  Combines
with
Ariel Complete
cleaning
properties
 Along with stains
works on germs
upto 99.9%
 Can be used for
hand wash and top
load machines

31.  Combines
with
Ariel complete
properties
 Has advanced
perfume
technology
 Long lasting
fragrance for 24
hours
 Suitable for
handwash and top
load technology

32.  Meant
for washing
machine
 Works on difficult
collars and cuff
areas
 Recommended by
LG Washing
Machine

33.  Has
colour lock
technology
 Removes stains &
prevents from
fading
 Suitable for
handwash and top
load washing
machines

35.  Ariel
has not concentrated much on
television advertisement
 Popular punchlines, “ Ariel ki dhulai, dilo ko
pass laayi”
 Partnership with LG washing machines
(It considers ariel detergent the best for its
washing machine)
 Partnership with Manish Malhotra for
promotion of the detergent

37. Common Objectives:
 Ensure
Top of Mind
 Increase Usage frequency
 Launching variants for washing machine
 R&D for new products

38. 
SKU’s – Stock Keeping Units
Sachet packs (Rs. 2) of Surf and Ariel are targeting mass market
consumers, convenience and affordability

Targeting Upwardly Mobile group with increase in
disposable incomes

39. STRENGTHS
SURF EXCEL
ARIEL
•
Strong R&D.
•
Offers & Schemes.
•
Strong Distribution Channel.
Global brand presence.
•
•
Less number of intermediaries in
distribution channel.
WEAKNESSES
SURF EXCEL
• Expenses On Advertising.
ARIEL
• Less Offers & Schemes

40. OPPORTUNITIES FOR BOTH
• Penetration in rural areas.
Rating
7/5
• Both Can Increase Their Frequency Of Usage.
• New Consumer Markets
THREATS TO BOTH
• Competition from organized and unorganized players.
• Increased level of price competition.

42. Surf
- Experienced Player
- Competitive Advantage with well laid distribution and retail network
- Innovative advertising approaches
- Willingness to venture out with new variants


Ariel
- Strong first mover advantage in the Pricing War
- Entrenched firmly in minds on basis of superior cleaning quality
- Need to bring out new variants
- focus on aggressive advertising important

Both need to venture out:
- Explore Rural Markets
- Invest in Research for Niche Products
- Find New Consumer Categories
- Fight Regional Players with a Customized Market Plan