An Overview of Surf Excel

By:

Abdul Khadar

Introduction

• Fabric Wash Market in India o Total Market Size Rs. 8800 Crores

o Total Volume- 2.3 Million Tones +

o 98 percent Penetration in India

o CAGR -10 per cent

• Consumption Pattern Increase 55 per cent Urban (14 percent users of Washing Machine)

45 per cent Rural

• Major Players o HUL

o Nirma

o Ghadi

o 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 “

Other Products of HUL :-

PRODUCT OF FOCUS

SURF EXCEL

• It is the oldest detergent

To be present in INDIA

Since 1960.

• It believes that children must be free to

experience their LIFE for themselves…

PRODUCT

• SURF EXCEL

• Advance

• Tropical

• Small & mighty

• Automatic

• Blue detergent

• Quick wash

BRAND EVALUTION

HISTORY:-

• Launched in 1959 & first in Indian

detergent powder market.

• It was the first Fast Moving Consumer

Goods (FMCG) for Detergent.

• Brand to set up a one-stop

shop - called Care line - for people seeking solutions to their varied

laundry problems.

• Surf was the first brand of detergent that was advertised on TV. It is

advertise on more than 300 channels across the globe .

• Introduced the concept of bucket wash to housewives who were used to

washing clothes with laundry soap bars.

Washing Powder Market In India

source : IMRB

Segmentation Of Detergent

Powder Market

PREMIUM

Ariel- Ultramatic & Spring clean Surf -Automatic &

Quick wash

MID PRICED

Surf Excel Blue, Tide,

Stain Champion

MASS MARKET

Wheel , Fena, Nirma,Ghadi etc.

Laundary Care Market

Washing Powder (51 percent)

Detergent Bars Liquid

(New Entrant)

Size Surf excel

Quick wash Surf excel

blue Surf excel automatic

Sachet Rs. 2/- Rs. 2/- -

200 gm Rs. 23/- Rs. 20/- -

500 gm Rs. 56/- Rs. 41/- Rs. 80/-

1 kg Rs. 109/- - Rs. 155/-

Segmentation: • 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:

o Surf Excel Blue

o Surf Excel Quick Wash

o Surf Excel Automatic

o Surf Excel Detergent Bar

o HUL have three brands in laundry

category..

1. Surf excel 2. Rin

3. Wheel

o In 2006 Rin supreme bar was

replaced by surf excel bar.

o Surf Excel is available in 3 variants:

Surf Excel Blue, Surf Excel Quick Wash

and Surf Excel Automatic.

o Mainly targeting mothers and

children

o Positioning as every type of stain

removal.

Surf Excel

The Lalitajee Campaign

Surf Excel Automatic Testimonials by

IFB

Daag Acche Hain

Competition By other Brands:

SWOT FOR SURF EXCEL

STRENGTH

• India’s largest selling detergent company.

• Brand innovation and renovation.

• Reach of the product.

• Competitive advantage.

• Supply chain & distribution.

Weakness:

• Labor and input cost

• Costly

• Managing scale

• Raw material

OPPORTUNITIES

• Indian market for FMCG is growing @ 20%

• Niche target market.

• Market penetration

• Geographical export

THREAT • Cheaper product eat into HUL market share.

• Competitor trade strategy.

• Urban consumer are shopping less.

• Product from it’s own stable.

Conclusion:

Experienced players.

Competitive advantage with well laid distribution and

retail network.

Innovative advertising approaches.

Willingness to venture out with new variants.

With Addition to the above they have to concentrate on

the following:-

1.Explore Rural Markets

2.Invest in Research for Niche Products

3. Find New Consumer Categories

4. Fight Regional Players with a Customized Market Plan

Questionnaire: Basic Information:

• Name:

• Occupation:

• Age:

• Marital Status:

1.How do you wash your Cloths..?

a.By Hand b. By Machine

c.Others

2. What is the current brand of detergent you are using..?

a.Wheel b.Rin

c.Surf Excel d.others

3. Which detergent have you used in past..?

a. Rin b. Surf Excel

c. Wheel d.others

4.Which product variety of surf you like to use?

a .Quick Wash b.Advance

c.Tropical d.Others

5.What Kind of smell do you like in Detergent?

6. What is the most preferable promotional Scheme?

7. Which Brand has the most Influential Ads?

8. Does your consumption of washing powder is seasonal?

a.Yes b.No

9. Through which medium of promotion you are more likely influenced?

10. How loyal are you with your current brand of detergent?

11.Any Suggestions??

……………………………………………………………………………………………………………………………………………………………………………………………………….