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Surf Excel

Surf Excel is a detergent brand launched in 1959 that was the first detergent powder and first FMCG brand in India. It introduced bucket washing to housewives and is advertised widely on TV. Over time, Surf Excel transitioned its brand messaging from focusing on being the whitest wash to its current tagline "daag ache hai" which says dirt is good. It faces competition from brands like Tide and Ariel but remains the market leader with 38% market share through strong marketing, distribution, and R&D.

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3K views22 pages

Surf Excel

Surf Excel is a detergent brand launched in 1959 that was the first detergent powder and first FMCG brand in India. It introduced bucket washing to housewives and is advertised widely on TV. Over time, Surf Excel transitioned its brand messaging from focusing on being the whitest wash to its current tagline "daag ache hai" which says dirt is good. It faces competition from brands like Tide and Ariel but remains the market leader with 38% market share through strong marketing, distribution, and R&D.

Uploaded by

cougs02
Copyright
© Attribution Non-Commercial (BY-NC)
We take content rights seriously. If you suspect this is your content, claim it here.
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Download as PPT, PDF, TXT or read online on Scribd
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DAAG ACHE

HAI !!
Presented By-
Suman Sharma
Raviraaj Wade
Sunny Kharote
Rucha Muranjan
BRAND
EVALUTION
• 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 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 125g 1k 2k
gms ms g g
MAJOR PLAYERS
• HUL ( blue, Quick wash, Automatic)

• Nirma

• P&G ( Tide,Arial)

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


purex)

• Reckitt Benckiser ( Varnish)


FIGHTING 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 COMPETITION
• Approaching new markets.

• Switching consumer from existing products.

• Launching product extention / product variant.

• Changing from rational appeal to emotional appeal.

• Price slash.
DEMAND ANALYSIS
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.

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

• It is undisputed market leader.


SWOT Analysis
STRENGTHS:

• Strong R&D

• Different offers and schemes.

• Strong distribution channels

• Strong marketing
WEAKNESS:

• High expenses on advertising

• Not environmental friendly

• High prices

• Low awareness in rural market


OPPORTUNITIES:

• Penetration in rural market.


• Increase in the frequency of usage.
• New consumer market.
Price Size Market TO NEAREST Price
Index growth COMPETITOR
Unilever brand
Relative share
PREMIUM 15% ++ Surf Excel 2.4
MID- 25% ++ RIN 1.8
PRICED
MASS 60% + Wheel 1.4
THREATS:

• Competition from organised and unorganised


players

• Increase level of competition


THANK YOU!!!..

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