Surf Excel
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Marketing & Competition Analysis
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Transcript of Surf Excel
Marketing & Competition Analysis
Introduction | History
Top Indian Players | Market Share
Marketing Objectives | Strategies
Segmentation | Growth Opportunities
Pricing | Marketing Strategy
Competitive Advantages | Promotion/AD Campaign Competitors : Ariel | Recommendation & Suggestions
Conclusion
Fabric Wash Market in India Total Market Size Rs. 8800 Crores Total Volume- 2.3 Million Tonnes + 98 percent Penetration in India CAGR -10 per cent
Consumption Pattern Increase 55 per cent Urban (14 percent users of Washing Machine)
45 per cent Rural
Major Players HUL Nirma Ghadi P&G
Source : Business Standard, 29-11-07
History of Hindustan Lever
1959 – HUL Introduced SURF.
1970 – Launch of Nirma Power. Brand Lalitajee launched.
1990 – Emergence of concentrate & Mid price segment powers.
Ad Campaign “ Daag Doonthe rah jaoge” was launched.
1996 – Surf Excel launched. Ad Campaign “ Jaise bhi Daag ho, Surf Excel hai na”
2003 – Surf Excel Quick wash launched “ Ad campaigns on Shortage of water across country”
2005 – Ad Campaign “ Daag Acche hai na “.
2006 – Rin – Supreme BAR. Ad campaign “ Good news, Bad news “
source : IMRB
Surf Excel Ariel
To continue market leadership 37.8% in Indian Market
To increase market share7.7% P&G in Indian Market
Approaching New Markets Switch Consumers from Existing Brands in the present Market
Launching Product Extensions Product Innovation
Maintain Brand Loyalty Increase Brand Loyalty
8/7Rating
COMMON MARKETING OBJECTIVES
- Ensure top-of-the-mind recall- Increase Frequency of Usage- Launching Variants in the Washing Machine Category- R&D for new product innovations
SIZE ARIEL FRESH CLEAN ARIEL SPRING CLEAN
ARIEL FRONTO-MAT
Sachet Rs.2/- Rs.2/- -
200gm Rs.26/- Rs.26/- -
500gm Rs.55/- Rs.55/- Rs.80/-
1kg Rs.107/- Rs.107/- Rs.155/-
SIZE SURF EXCEL QUICK WASH
SURF EXCEL BLUE
SURF EXCEL AUTOMATIC
SACHET Rs.2/- Rs.2/- -
200gm Rs.23/- Rs.20/- -
500gm Rs.56 Rs.41 Rs.80/-
1kg Rs.109/- - Rs.155/-
Surf was launched in 1959.
A family brand with tough stain removal and caring image.
- International to Ultra to Excel
Surf Excel is available in 4 variants: Surf Excel Blue Surf Excel Quick Wash Surf Excel Automatic Surf Excel Detergent
Bar
Rating7/6
Ariel was introduced in India in 1991.
Ariel contains unique Fragrance in detergents with new technology based detergent
Ariel is available in 3 variants: Ariel Fresh CleanAriel Spring Clean Ariel Front-O-Mat
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
Surf Excel- Brand Consolidation Strategy
- Change from Rational Appeal to Emotional Appeal Marketing messages
Eg. Sasti cheez or achchi cheez me farak hota hai to Daag Dhoondthe Reh Jaaonge to Daag Acche Hain
Ariel
- Introduced Variants for consumers at lower prices
- New product offerings like Supersoaker Ariel
Rating7/6
HLL – SURF EXCEL
• Largest and the second most profitable busin(42.6 % Input, 2004) hence stakes higher
Maintaining Brand Equity
• Rin Supreme price comparable to Surf Excel Blue
• Regional Players
P&G - ARIEL
• Marketed at 100% subsidiary
of P&G, USA hence can absorb losses
Target Market Fragmentation
• Tide v/s Ariel
Rating8/6
SURF EXCEL
• Strong R&D.
• Offers & Schemes.
• Strong Distribution Channel.
STRENGTHS
WEAKNESSES
SURF EXCEL
• Expenses On Advertising.
OPPORTUNITIES
THREATS
• Competition from organized and unorganized players.
• Increased level of price competition.
• Penetration in rural areas.
• Both Can Increase Their Frequency Of Usage.
• New Consumer Markets
Rating7/5
Rating7/5
51/40
FinalRating
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
