Company Profile - HUL• A 52% owned subsidiary of Anglo Dutch giant A 52% owned subsidiary of Anglo Dutch giant

Unilever.Unilever.

• India – 1888India – 1888

• largest FMCG company with 100 factorieslargest FMCG company with 100 factories

• Touching 2 out of 3 consumer .Touching 2 out of 3 consumer .

• 20 distinct categories – Home and personal care 20 distinct categories – Home and personal care products, food and beverages.products, food and beverages.

INDIAN DETERGENT MARKET

• Indian Detergent market : 5100 crore ($1.2 bn).

•Detergent bar market makes up for 43% of this market

•HLL commands 38% of the fabric wash market.

• PRODUCT LENGTH

PRODUCT SURF EXCEL: Derived from “SURFACTANT”

STARTED 1951- Underwent tremendous change

BRAND SURF EXCEL CATEGORIZED INTO:

• Surf Excel quick wash• Surf Excel Blue• Surf excel matic• Liquid & Detergent

SURF EXCEL QUICK WASH

• 4000g• 3000 G• 1500g• 750g• 500g• 200g• Carton200g • Refill3300g - Bucket

CONVERTS HARD

WATER TO SOFT

WATER

CONVERTS HARD

WATER TO SOFT

WATER

SURF EXCEL BLUE

• Surf excel Blue is a color care variant. "Red ko red rakhne ke liye blue".

• 4000g• 3000g• 1500g• 750g• 500g• 200g - Carton200g • Refill3300g - Bucket

SURF EXCEL-MATIC

Surf excel Matic Top Load(LARGE WATER QUANTITY) 

2000g 1000g 500g Surf excel Matic Front Load(LOW FOAM PRODUCER) 

2000g 1000g 500g

BAR & LIQUID FORM

SURF EXCEL SURF EXCEL BARBAR

SURF EXCEL SURF EXCEL BARBAR GENTLE WASHGENTLE WASH

For GAINING MARKET For GAINING MARKET SHARE OF REVIVE AND SHARE OF REVIVE AND

EZEEEZEE.

GENTLE WASHGENTLE WASH

For GAINING MARKET For GAINING MARKET SHARE OF REVIVE AND SHARE OF REVIVE AND

EZEEEZEE.

PRICE

The pricing strategy for Surf excel have always been in accordance with its competitors.

THE PRICE WAR

• Flash back to the 80’s

• The First Detergent War was fought in the 80’s when a small manufacturer in Gujarat aggressively marketed a detergent powder called ‘Nirma’nationally at one-fifth

the price of existing brands.

The launch changed the profile of the Indian detergent industry.

LOST ITS MARKET SHARE

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 combi 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 combi pack and save Rs. 12/-

*(inclusive of all taxes)

PROMOTION

• 1st national detergent brand on TV

• Different formats of communication.

• Commercials through NET & SMS.

• Children festival

• Sales promotion through aggressive pricing

TAG LINES

DIRT IS GOOD : DAAG AACHE HAIN

SURF EXCEL HAI NA !

DIRT IS GOOD : DAAG AACHE HAIN

SURF EXCEL HAI NA !

PLACE & 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 Stockiest

• 2000+ Suppliers & Associates

NETWORK

Factory – Company warehouses –

Distributor – Market

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

Factory – Company warehouses –

Distributor – Market

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