HUL Marketing Mix
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Transcript of HUL Marketing Mix
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A
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PRODUCT Surf Excel came up with the idea of
‘Surf’ing along,par ‘Excel’lence!! It has a wide product range which includes- - Surf Excel Top Matic
- Surf Excel Front Matic - Surf Excel Blue - Surf Excel Quick wash - Surf Excel Bar - Surf Excel Gentle wash
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Surf Excel Quick Wash Detergent Powder
Surf Excel Matic Top Load
Surf excel gentle wash
surf excel bar
Surf excel blue
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PRICE The pricing Strategy for Surf Excel have
always been in accordance with its competitors.
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PRICING STRATEGY
A change in pricing strategy for HUL’s Surf Excel brand, which dominates the 5000 crore detergent powder market,seems to be on the cards.
HUL has announced a drastic reduction in price by Rs. 20 per kilo on surf excel,its premium detergent brand, making it equal to competing brand Ariel from P&G. Price cut from Rs 155 to Rs 135 per kg.
HUL is now reworking its Surf Excel Strategy by moving away from positioning the brand on functional benefits to building an emotional connect.
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COMBO OFFERS
16 LITRE BUCKET PACK FREE WITH 3.3 KG SURF EXCEL BLUE
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 combo pack and save Rs. 12/- *(inclusive of all taxes)
Surf Excel quickwash 1 kg Rs. 146 + Comfort fabric conditioner 200ml Rs. 29 = Rs. 175 Pay Rs. 163*/- for the combo pack and save Rs. 12/- *(inclusive of all taxes)
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PROMOTION
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PROMOTIONAL ACTIVITIES Print media
Electronic media
Live Demonstrations
Social Events
Dirt is good website
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CATCHY TAGLINES Dirt is good:“Daag achhe hain”
“Phir waqt hai khelney ka” “Red ko red Blue” “Surf Excel hain na”.
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PLACE AND DISTRIBUTION
HUL distribution network – key strength (Which helps reach out its product across the length and width of the vast country)
Direct coverage in over 1 million retail outlets
7000 Stockist 2000+ Suppliers & Associates.
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DISTRIBUTION NETWORK Factory Company warehouses Distributor Market.
Factory Wholesaler & Big retailers (Bulk orders) 30% Sales.
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PACKAGING Surf Excel, mainly Unilever has a new
Phenomena. It consults all 3 trade models General trade, Local modern trade,
International modern trade.
Surf excel 30g Surf excel Surf excel 125g Surf excel 1kg
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PHYSICAL EVIDENCE Physical Evidence is the element of the
marketing mix which allows the consumers make judgments on the Product and organisation
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PEOPLE
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POSITIONING
12.6
66.5