Surf Excel - Win win stains !

BySanjeetAnupDavidFathima Raj

Case Outline•HUL •March 2004•Ink stained pack•Collect Runs•Double intention•Celebrities

FMCG Market in India

FMCG Market in India

FMCG Market in India

Anup Kiran

Surf Excel1959

HUL introduced surf excel – laundry soaps to powder – superlative

whiteness, first national detergent brand on TV1970

Launch of nirma – Lalitaji based on price –value equation1990

Concentrate and mid priced powder segments – launch of ariel and Surf Ultra

Daag Dhoondthe Reh Jaaoge, It promised the best stain removal1996

Surf launches Surf Excel- complete cleaning and careJaise bhi daag ho, surf excel hai na

 2003Simple Laundry, Surf – Surf Excel blueJayega nahi jayega, Actresses - Revathi and Shabana

Azmi2005

Dirt is goodAgar daag lagne se kuch acha hota hai, toh daag ache

hain 2006

Rin supreme bar to New surf excel barCurrent  Rs 350-crore premium detergents market.

Surf Excel currently has a 65 per cent marketshare in this segment followed by P&G’s Ariel which has a share of about 30 per cent.

Strong brand portfolio. Price , quantity and variety. Reach of the products. Social responsibility of the company. Competitive advantage. Success in slogan like” STAIN WINS”And “STAIN IS BAD”• High quality manpower.

STRENGTH

Strong competitors. High price. Substitute products. High spending on csr. Lack of competitive strength. Not spending much money on R&D.

WEAKNESS

Changing lifestyle of people. Increasing volume of production. Niche target market, Geographical export and import. Development on R&D.

OPPORTUNITIES

Competition from the giants like P&G. Economic life cycle. Introduction of local products. Constant price war. Increasing production and labour cost. Political effect.

THREATS

Briefly describe the promotional method followed by HLL. State the factors that led HLL to choose such a promotional method.

QUESTION 1

HLL followed both above the line and below the line promotional strategies.

Below the line promotions: Word of mouth. Campaigning across the country over 1000 schools. Different prize offers viz Rs. 5lakh scholarship for students, Zenith Personal

Computers, Oxford Dictionary etc,. Promoting through celebrities like Jonty Rhodes, Sania Mirza, Tina Chatwal

and many others.

Above the line promotions: Television Commercial. It was aired during India-Australia cricket series to have an impact on

students.

Promotional Method

Drastic fall of prices of Ariel and Tide. Still to be the market leader. Brand awareness. Targeting the potential customers’.

Factors to choose promotional methods

What measures did HLL take to ensure that the promotional campaigns did not run into trouble due to the use of cash prizes and other gifts? What are the drawbacks associated with this kind of promotional campaign?

Question 2

Jonty Rhodes donating the cash prize worth 1lakh rupees to a Mumbai based NGO.

The promotion was projected in such a way that the offers are provided to help aid the students financially who wanted to pursue higher education.

All different categories of offers were related to the educational benefits of students.

Measures to ensure promotional campaigns did not run into trouble

Customers’ may be loyal only until the offers are available.

Customers’ will further expect different offers for the same product.

Cost incurred on offers and for celebrities.

Drawbacks associated with this kind of promotional campaign

Question no - 3

What are the objectives of the ‘ Win with Stains’ campaign? How far do you think celebrity endorsements will help in fulfilling the objectives of the campaign?

Objectives of the Campaign:-

Unique Consumer promotion build underscore the core promise of Surf Excel -which is stain removal. Growth in sales volume.Targeted at woman and school going children. To build an emotional connect.

Effect of celebrity endorsements on the campaign objective:-

Quick SalesQuick connectShort hand for brand valuesBrand differentiation

Thank You