An Ad Campaign on Brand

SURF EXCEL Presented by:Monica Hooda

Pradeep BamniaAnup Dahiya

Krishan Kumar

India's largest Fast Moving Consumer Goods Company with a heritage of over 75 years in India and touches the lives of two out of three Indians.

HUL works to create a better future every day and helps people feel good, look good and get more out of life with brands and services that are good for them and good for others.

Product line of Hindustan Unilever Limited

PRODUCT LINE OF HUL

1. Personal care

Soaps Shampoos Toothpaste Beauty range

Lux Sunsilk Pepsodent Lakme

Lifebuoy Clinic plus Close up Fair & Lovely

Breeze Clinic All clear Lux body wash

Liril Tresemme Vaseline cream & lotion

Rexona Dove Ponds

Hamam

Dove

Contd……

2.Food & Drink 3.Home care 4.Water purifiers

Kwality ice cream Surf excel Pure it

Annapurna Rin

Knorr soups & noodles Wheel

Kissan jams & ketchup Vim dishwash

Red label tea Ala

Lipton

Bru

HISTORY OF SURF EXCEL

• In 1959 – Introduced surf with the promise of “superlative witness". Became the first national detergent brand to be advertised on TV.

• In 1990- surf ultra was launched to establish a new standard of washing performance.

• In 1996- surf was redefined into surf excel, which offered three C’s- complete, cleaning and care.

• In 2003- surf excel quick wash was launched as an eco-friendly product as it saved two buckets of water.

• In 2005- surf excel matic was introduced to satisfy the needs of fast growing washing machines users.

Initial positionin

g

•“Ziddi se ziddi daag nikale”

Repositioning

•“Daag ache hain”

Positioning of Surf Excel

COMPETITORS

HUL

HUL

P&G

P&G

Creative strategy for “DAAG ACHE HAIN”

HISTORY OF ADVERTISING• Informational appeal from earlier days of lalita ji• Comparison of white shirt and yellow shirt

Breaking the cliché

• Says it’s ok to soil your clothes for good cause• Known for newness and simplicity• Emotional connect with audience• Focus centered around people rather than product

Present status• Came up with “forgiveness campaign”• It has increased the brand recall value

Market Positioning of Different Surf Excel Products

Surf :

Emphasizes on quality of surf in comparison to local and cheap detergents.

1 kg local surf = ½ kg surf excel

Lalitaji (1).flv

Surf Excel Easy Wash:

“ Power of ten hands”

It is made up with superior technology Which makes the powder superfine and fluffy so that it dissolves instantly and Unleashes the power of ten hands.

Previously positioned as surf excel blue

Ad of Surf Excel Easy Wash

Surf Excel Quick Wash:

Cleaning power of X-tra clean particles in your powder.

“Remove multiple stains with one product”

X-Tra clean particles  like blue, bleach and lemon.

Remove various stains like curry, mud, pickle, grease and link.

Ad of Surf Excel Quick Wash

Surf Excel Bar:

“Ab char ki shakti ek bar mein”

Nimboo +Vinegar +Bleach + Neel

Ad of surf Excel Bar

Surf Excel Matic:

It contains a unique a ‘Low Foam’ formula that removes stains without generating excess foam which may cause damage to your front load machine. Now your machine will remain happy and so will you!

“Removes stains without soaking”

Safety of washing machines

Ad of Surf Excel Matic

Surf excel liquid wash:

This new liquid detergent is two times better at stain removal than detergent powder.

“Yaaron ka yaar’’

Tip ,tap, drop ,aur gholo

Ad of Surf Excel Liquid Wash

Surf excel gentle wash :-

“Special care for your delicate clothes.”

Media strategy(traditional)

Billboards and posters.

Various categories of communication systems like broadcasting, print media etc are used by surf excel.

In the print media , such as newspapers, magazines, direct mails, outdoors etc are used.

In broadcasting media, television and radio are major tools.

The frequency of ads is higher during time slots of 1:00 pm to 3:00 pm and 9:00 pm to 11:00 pm.

Word of mouth publicity.

Media strategy (non- traditional)

Title sponsors of TV shows (surf excel little masters).

Surf excel has it’s own you tube channel where children share their “DIRT IS GOOD “ experiences.

Surf excel tied up the movie “chillar movie”

Organizes various competitions , eg world’s largest hand printing competition- lucky winner to get a washing machine.

Online promotion strategies – www.surfexcel.in

“surf excel and you” suggesting mother’s to encourage active learning in their children.

Social media marketing through facebook –”santa Claus carnival”

SWOT AnalysisStrengths: Weakness:

Enjoying economies of scale

Goodwill in the marketSurf has become the

generic name in detergents

Well known brand imageStrong distribution

channelBrand innovation and

renovation

Substitute goodsHigh PricesLow prices of other

detergents in market

Opportunities

Rapid market growth

Changing customer needs and wants as life style changes

Creating relationship with society by social marketing basis

Threats

Low profit marginsNew competitors in

marketHigh taxesIntroduction of local

products

‘daag ache hain’ why…?

Project ‘Mamma Mia’

Surf Excel wanted to explore mums’ instinctive understanding of values more deeply, so we spoke with 240+ mothers, 20 Grandmothers and 5 Great Grandmothers across 10 locations around the world .Some of the findings are as follows:

-Values are integral to each and every person.

mother driven values (non –negotiable)

Child & mother driven values(encouraged)

Child driven values(secondary)

- Regardless of social and cultural differences, mums globally see the responsibility of instilling values as their personal role

Our step towards Environment

World Environmental Day: Help your Child Understand the Importance of Clean Water

How to Help Tackle India’s Water Pollution Problem at Home

World Earth Day Contest – Recycle your Surf Excel Matic Box

OUR PROMOTIONAL STRATEGIES IN USM CAMPUS

Our Promotional Activity…

SNAPSHOTS

PROMOTIONAL ACTIVITIES

AD DESIGNED BY US

MEDIA PLANNING AND SCHEDULING

PRODUCT MEDIA CHANNAL cost of browser/cost

TOTAL

Surf Excel Print(Dainik Bhashkar)

Weekly(Sunday)

Surf Excel Electronic(sony,@…08.00 pm)

Per day/one time

10lack*30 3 crore

Surf Excel Internet (social sites.)

Per day /one time

Thankyou..