Surf Excel

Surf Excel, launched in 1948 under the brand name ‘Surf’ in Pakistan & in 1959 launched in India as a first  detergent powder. Initially, the brand was positioned on the clean proposition of “washes whitest”. However, with the emergence of numerous local detergent manufacturers and the entry of other global brands, Surf Excel underwent various changes in its Brand Communication. This is in line with the global communication platform of Dirt Is Good, which is a communication strategy of Unilever for its premium detergent products, sold under various brand names; such as Omo In Brazil, Persil in UK and Skip in France, Greece, Spain and Portugal. Some of the other major detergent products of Unilever in India are Rin and Wheel.

V/S

Price

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

PLACE Great distribution & availability Covering throughout Pakistan Distribution channel

PROMOTIONPromotion is mainly throughAds,billboards Public relation( parks,art club & games for children)

Sales promotion

Online promotion strategies –website www.surfexcel.in

Various initiatives

“Surf Excel and You” suggesting mothers to encourage active

learning in their children, mother‟s pride – in which mothers can share their pride stories - special moments from the moment they have children, knowledge beyond books, expert advice

Children‟s Club

Social media marketing through facebook – Santa ClausCarnival etc. Surf Excel : Daag Acche Hain

Surf Excel has it’s own YouTube channel wherein children share their “Dirt is Good” experiences

Surf Excel tied up with the movie – Chillar Party Surf Excel

Daag Acche Hain

PRODUCT

PRODUCT SURF EXCEL Advance Tropical Small & mighty Automatic Blue detergent Quick wash

Quality: Removal of stain 10/10 reflects its quality

Brand name: Strong brand name

Packaging: attractive, colourful & unique,Convenience product

Surf Quick wash VS ARIEL COMPLETE

• Low Lather detergent powder

• Dissolves in hard water containing salts such as Calcium or Magnesium

• Has a special feature of converting hard

• Contains pink noodles, green and blue speckles which have the power of bar, brush and blue

• Can be used for hand wash and top