DAAGDAAG ACHEACHE HAI HAI !!Presented By-Suman SharmaRaviraaj WadeSunny Kharote

Rucha Muranjan

BRAND BRAND EVALUTIONEVALUTION• Launched in 1959 & first in Indian detergent powder mkt.

• It was the first Fast Moving Consumer Goods (FMCG) for Detergent.

• Surf was the first brand of detergent that was advertised on TV. It is advertised on more than 300 channels across the globe .

• Introduced the concept of bucket wash to housewives who up till now used to washing clothes with laundry soap bars.

• Brand to set up a one-stop shop - called Care line - for people seeking solutions to their varied laundry problems.

BUILDING BRANDBUILDING BRAND• Surf Excel, launched in 1954, is one of the oldest

detergent powders in India. Initially, the brand was positioned on the clear proposition of “washes whitest”.

• Surf Excel underwent various changes in its Brand Communication; from ‘Lalitaji' to 'dhoondte reh jaaoge' to 'jaise bhi daag ho, surf excel hai na', and is today communicated on the platform of

'Dhaag achcha hai'.• 2006 saw a unique marketing move from HLL. Rin Supreme bar is being migrated to Surf Excel.

• Surf Excel may have slipped in the rankings, but Surf Excel remains the most popular detergent!

• For any other brand, it would have been difficult to convince the customers about the product with such a paradoxical statement, which says ‘Daag achhe hain’ very confidently

• Right from ‘Lalitaji’, representative of the true-blue cost-conscious Indian woman, till the inspiring storyboards of today, Surf Excel has done it all and in style!

• HLL to revise Surf Excel pricing - A change in the pricing strategy for HLL Surf Excel brand, which dominates the Rs 5,000 crore detergent powder market, seems to be on the cards.

• HLL is now reworking the Surf Excel strategy by moving away from positioning the brand on functional benefits, to building an emotional connect.

• To start with, HLL has signed up South African cricketer Jonty Rhodes to be the Surf Excel endorser and has lined up a Rs 10 crore promotion over a three month period.

• HLL Aims To Turn The Tide, Slashes Surf Excel Price

• HLL was facing competition from the medium- priced detergent brand from P&G — Tide

• Surf Excel is currently running two campaigns riding on the popularity of the "Daag Ache Hain" ( Dirt is good) campaign.

• The new campaign too strikes a chord with the consumers. Power of a "Big Idea”.

• The second campaign takes a cue from the World cup. The ad features a group of kids preparing for World Cup 2015.

• HLL is aiming at gaining another 15 per cent marketshare in the Rs 350-crore premium detergents market.

• The company has re-packaged the product using brick packaging which is a first among detergents in the country.

30 gms 2kg125gms 1kg

MAJOR PLAYERSMAJOR PLAYERS• HUL ( blue, Quick wash, Automatic)

• Nirma

• P&G ( Tide,Arial)

• Henkel India (Mir, persil, porwall, vernel, purex)

• Reckitt Benckiser ( Varnish)

FIGHTING COMPETITIONFIGHTING COMPETITION• The latest move comes in the wake of the high

profile launch of Tide detergent bar.

• Tide and Ariel always created problems for Surf and Rin. The migration of Rin Supreme bar to Surf Excel bar is aimed at countering Tide.

• HLL has announced a drastic reduction in price by Rs 20 per kilo on Surf Excel, its premium detergent brand, making it cheaper than competing brand Ariel from Procter & Gamble (P&G). price cut, from Rs 155 to Rs 135 per kg.

FIGHTING COMPETITIONFIGHTING COMPETITION• Approaching new markets.

• Switching consumer from existing products.

• Launching product extention / product variant.

• Changing from rational appeal to emotional appeal.

• Price slash.

Law of demand : Law of demand states that the amount demanded of a commodity and its prices are inversely related, other factors remaining constant.

Factors affecting demand:• Price of the product,• Price of substitutes and complements,• Income of the household,• Taste and preference of the household, and• The amount annually spent on advertisement of

the product.

 

DEMAND ANALYSISDEMAND ANALYSIS

• Surf Excel holds 38% of the 5000 crore detergent market.

• It is undisputed market leader.

BRAND EQUITYBRAND EQUITY

SWOT Analysis SWOT Analysis STRENGTHS:STRENGTHS:

• Strong R&D

• Different offers and schemes.

• Strong distribution channels

• Strong marketing

WEAKNESSWEAKNESS::

• High expenses on advertising

• Not environmental friendly

• High prices

• Low awareness in rural market

OPPORTUNITIES:OPPORTUNITIES:

• Penetration in rural market.• Increase in the frequency of usage.• New consumer market.

Price Index Size Market growth

TO NEAREST COMPETITORUnilever brand Relative share

Price

PREMIUM 15% ++ Surf Excel 2.4

MID-PRICED 25% ++ RIN 1.8

MASS 60% + Wheel 1.4

THREATS:THREATS:

• Competition from organised and unorganised players

• Increase level of competition

THANK YOU!!!..THANK YOU!!!..