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PRODUCT Surf Excel came up with the idea of

‘Surf’ing along,par ‘Excel’lence!! It has a wide product range which includes- - Surf Excel Top Matic

- Surf Excel Front Matic - Surf Excel Blue - Surf Excel Quick wash - Surf Excel Bar - Surf Excel Gentle wash

Surf Excel Quick Wash Detergent Powder

Surf Excel Matic Top Load

Surf excel gentle wash

surf excel bar

Surf excel blue

PRICE The pricing Strategy for Surf Excel have

always been in accordance with its competitors.

PRICING STRATEGY

A change in pricing strategy for HUL’s Surf Excel brand, which dominates the 5000 crore detergent powder market,seems to be on the cards.

HUL has announced a drastic reduction in price by Rs. 20 per kilo on surf excel,its premium detergent brand, making it equal to competing brand Ariel from P&G. Price cut from Rs 155 to Rs 135 per kg.

HUL is now reworking its Surf Excel Strategy by moving away from positioning the brand on functional benefits to building an emotional connect.

COMBO OFFERS

16 LITRE BUCKET PACK FREE WITH 3.3 KG SURF EXCEL BLUE

16 LITRE BUCKET PACK FREE WITH 3.3 KG SURF EXCEL BLUE

Surf Excel quickwash 1 kg Rs. 146 + Comfort fabric conditioner 200ml Rs. 29 = Rs. 175 Pay Rs. 163*/- for the combo pack and save Rs. 12/- *(inclusive of all taxes)

Surf Excel quickwash 1 kg Rs. 146 + Comfort fabric conditioner 200ml Rs. 29 = Rs. 175 Pay Rs. 163*/- for the combo pack and save Rs. 12/- *(inclusive of all taxes)

PROMOTION

PROMOTIONAL ACTIVITIES Print media

Electronic media

Live Demonstrations

Social Events

Dirt is good website

CATCHY TAGLINES Dirt is good:“Daag achhe hain”

“Phir waqt hai khelney ka” “Red ko red Blue” “Surf Excel hain na”.

PLACE AND DISTRIBUTION

HUL distribution network – key strength (Which helps reach out its product across the length and width of the vast country)

Direct coverage in over 1 million retail outlets

7000 Stockist 2000+ Suppliers & Associates.

DISTRIBUTION NETWORK Factory Company warehouses Distributor Market.

Factory Wholesaler & Big retailers (Bulk orders) 30% Sales.

PACKAGING Surf Excel, mainly Unilever has a new

Phenomena. It consults all 3 trade models General trade, Local modern trade,

International modern trade.

Surf excel 30g Surf excel Surf excel 125g Surf excel 1kg

PHYSICAL EVIDENCE Physical Evidence is the element of the

marketing mix which allows the consumers make judgments on the Product and organisation

PEOPLE

POSITIONING

12.6

66.5