CORPORATE STRATEGY OF SURF EXCEL

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Surf Excel Surf is the name of the brand of laundry detergent

made by the HUL It was introduced in the year 1959 as “SURF” One of the oldest detergents in India Surf excel underwent various changes in its Brand

communication.

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In 1990, following the launch of Ariel, Surf Excel became, Surf Ultra.

In 1996, surf redefined itself by launching Surf Excel

In 2003, the base variant Surf was relaunched as , “Surf Excel Blue”

In 2006, it added Rin supreme bar as , Surf Excel Bar into its portfolio.

Today surf excel leads the premium wash category in India with the baseline”DIRT IS GOOD”

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Product Induction Timeline

1970 1990 1996

2003

2002

2006

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MARKETING OBJECTIVES Surf has been in the market for a long time and has effectively

managed its product life cycle with the help of product innovations and great marketing strategies

Formulation of the detergents and the market targeted vary by region

Launching variants in the washing powder category

Effective Adcampaing

Approaching new markets

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STP OF SURF-EXCEL

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STP

TARGET GROUP

Mainly housewives are the target group.

The consumers are from lower income, middle income, high income bracket with different set of products

They try to target the children through tagline “Dirt is Good”- the philosophy behind is that the children are the best influencers for any family’s buying decision.

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STP in 2000 – Till Date Target Segment-

Geographical- Tier 1, Tier 2 ,Tier 3 cities Developing rural areas Demographic-

Income- High , upper and low middle level income groups

Age- 25 and aboveGender-Female(Housewives)

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Psychographic-Attitude- ”attitude of paying more for a quality product”

Positioning-“Do bucket paani, rozana hai bachana”“Daag achey hai”

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MARKETING MIX

Product Price Place Promotions

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Strategy : 4Ps’

Product Range:

o Surf Excel Top Matico Surf Excel Front Matico Surf Excel Blue o Surf Excel Bar o Surf Excel Gentle Wash o Surf Excel Liquid Detergento Surf Excel Easy Wash o Surf Excel Quickwash

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Cont.. Price :

The pricing strategy of Surf Excel have always been in accordance with its competitors .

o Surf Excel Front Matic : Rs 216/kgo Surf Excel Quickwash : Rs 170/kgo Surf Excel Blue : Rs 191 (1.5kg)o Surf Excel Bar : Rs 28 (250 gms)o Surf Excel Easy Wash : Rs 90 (700 gms)

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Place :

o Distribution Network – key strength which helps reach out its product across the length and width of the vast country.

o Factory-Wholesalers and Big Retailers, Warehouses, Distributor, Market.

o Direct coverage in over 1 million retail outlets

o 7000 stockiest

o 2000+ Suppliers& Associates

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Cont..

Promotion – Traditional and Non Traditional means of promotion

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Traditional Revamped campaign with a tagline- “Daag ache hain aur

hamesha rahenge”

Bill boards and posters

Print media such as news papers, magazines, direct mails outdoors etc.

Broadcasting media-TVand radio

Word of mouth publicity

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Non Traditional Linking to a social cause via save water campaign

Specific ads during festive season specially Holi

Holiday special events for kids on festivals like Ganesh Chaturthi, Krishna Janmashtmi in metro and tier 2 citie

Flash mobs with kids

Title sponsors of TV shows Surf Excel Little Masters 2010

Live Demonstrations

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Cont.. Social events

‘Dirt is good’ website

You tube channel

Tied up with movie ‘Chiller Party’

Organizes various competitions

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SWOT ANALYSIS

STRENGTHS Premium detergent brand

for HUL introduced in 1959 Strong distribution network

by HUL, which is beneficial for the products

Good brand visibility High quality manpower Strong R&D Effective promotional

strategy

WEAKNESS Slightly higher price

prevents it from reaching to the mass of customers

Product awareness not high among rural markets

More expenses on advertising rather than development of new product

Substitute products

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OPPORTUNITY Rapid market growth with

the further rural penetration

Business and product development

Upgrading customers through innovation(soap migration)

THREATS Low profit margins in the

detergent sector Threat from existing and

new players in the market Chances of price wars.

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COMPETITORS Ariel

Tide

Nirma

Wheel

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MAJOR COMPETITORS OF SURF EXCEL ARIEL (P&G)

o Customer benefit: Ariel is associating the brand with the customer on the bases to give the superior quality.

o Target market : Ariel target market includes middle class, upper middle class and upper classes

o Market positioning : Ariel is considered to be a trusted and premium brand.

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NIRMA

o Target market: Nirma target market include upper,middle , lower income groups

oPositioning- Tagline : “Doodh si safedi,Nirma se aaye rangeen kapda bhi khil khil jaye”

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