INTER FIRM ANALYSIS

SURF EXCEL V/S ARIEL

Total market size in India- Rs 8800 crores

Total Volume-Rs 2.3 Million Tonnes +98% penetration in India

Consumption Pattern:Urban-55%(14% using washing

machine)Rural-45%

MA

JOR

PLAY

ER

S

HUL V/S P&G

OUR MISSION

“ We have a mission to add Vitality to life.We meet everyday needs for nutrition, hygiene and personal care with brands that help people feel good, look good and get more out of life.”

OUR VISION

“We strive to be leaders in all platforms with a passion to win, maintaining trust in the masses following the principles of Integrity and mutual independency in the way of life to value personal mastery and to seek the best,”

OUR MISSION “ We will provide branded

products and services of superior quality and value that improve the lives of the world’s consumers. As a result, consumers will reward us with leadership sales, profit, and value creation, allowing our people, our shareholders, and the communities in which we live and work to prosper.”

PR

OD

UC

T 1

Surf brand made by HUL

Surf was intoduced in 1959 after brand RINSO

failed in India

One of the oldest detergent in India

Competition emerged from low priced detergents

in 1970’s

Revolutionary change in 1990’s

through various ad campaigns

Surf excel leads the premium wash category in India

Trying to expand its product line

Discovering new markets

His

tory

in In

dia

Low Lather detergent powder

Dissolves in hard water containing salts such as Calcium or Magnesium

Has a special feature of converting hard water into soft water

Available in packages ranging from 200g to 4kgs.

SU

RF Q

UIC

KW

AS

H

FRONT LOAD Front Load washing

machines are expensive and require proper maintainence

Has “Low Suds” formula, desingned to create remove stains without causing excess foam

SU

RF E

XC

EL

MATIC

TOP LOAD Inspite of using a

washing machine there was a need to hand wash and scrub tough stains, hence Surf Excel Matic Top Load

Designed to work in high water environment inside a top load washing machine

SU

RF E

XC

EL

MATIC

Only liquid detergent in the Surf variants

Specially meant for woolens, baby clothes, crepes etc.

It is available only in 200 ml variant

SU

RF E

XC

EL G

EN

TLE W

AS

H

Rin was reintroduced as Surf Excel Bar in 2006

Introduced to counter Tide Bar

Rin Supreme focused on whiteness platform whereas this bar focused on stain removal

Available in size of 100g to 800g

SU

RF E

XC

EL B

AR

aD

vertis

em

en

t stra

teg

ies

LALITAJEE CAMPAIGN Launched in

1970 Tagline -“Surf ki

kharidari main he samazhdari hai”

Ad focused on being best detergent in Indian market.

DAAG DHOONDTE REHH JAAOGE Launched in 1990 Tagline – “ Daag dhoondte rehh jaaoge” Innovative advertisement Was instrumental in capturing a

reasonable market From here surf excel focused on stains

JAISE BHI HO,DAAG AACHE HAI NA Launched in 1996 A all together new campaign launched

after success of the previous campaign This ad again focused on stain removal

power

SURF EXCEL HAIN NA This campaign was introduced in 1999 Had an intention to make consumers

rely on Surf Primary objective of building trust Secondary objective of becoming a

leader

DO BUCKET PAANI AB ROZANA HAI BACHANA New technology

launched to promote reduced water consumption

Featured Shabana Azmi

A new and interesting perspective to a detergent introduced

2005 TILL DATE..

PR

OD

UC

T 2

- A

RIE

L

HIS

TO

RY

IN

IND

IA Launched in 1991 by Procter & Gamble First to introduce ‘Compact Detergent’

technology Introduced ‘Smart Eye’ technology for

stain removal Available in different variants

PR

OD

UC

T

RA

NG

E

Multiple cleaning systems

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

Can be used for hand wash and top load machines

AR

IEL

CO

MP

LETE

Combines with Ariel Complete cleaning properties

Along with stains works on germs upto 99.9%

Can be used for hand wash and top load machines

AR

IEL

AN

TIB

AC

Combines with Ariel complete properties

Has advanced perfume technology

Long lasting fragrance for 24 hours

Suitable for handwash and top load technology

AR

IEL 2

4 H

OU

R

FR

ES

H

Meant for washing machine

Works on difficult collars and cuff areas

Recommended by LG Washing Machine

AR

IEL

MATIC

Has colour lock technology

Removes stains & prevents from fading

Suitable for handwash and top load washing machines

AR

IEL C

OLO

UR

AN

D

ST

YLE

Mark

etin

g &

A

dvertis

ing

Ariel has not concentrated much on television advertisement

Popular punchlines, “ Ariel ki dhulai, dilo ko pass laayi”

Partnership with LG washing machines (It considers ariel detergent the best for

its washing machine) Partnership with Manish Malhotra for

promotion of the detergent

COMPARISION OF THE

PRODUCTS

Ensure Top of Mind Increase Usage frequency Launching variants for washing machine R&D for new products

MA

RK

ETIN

G

OB

JEC

TIV

ES

Common Objectives:

GROWTH OPPORTUNITIES SKU’s – Stock Keeping Units

Sachet packs (Rs. 2) of Surf and Ariel are targeting mass market consumers, convenience and affordability

Targeting Upwardly Mobile group with increase in disposable incomes  

 

COMPETITIVE ADVANTAGESSWOT ANALYSIS

SURF EXCEL

• Strong R&D.

• Offers & Schemes.

• Strong Distribution Channel.

ARIEL

• Global brand presence.

• Less number of intermediaries in distribution channel.

STRENGTHS

WEAKNESSES

SURF EXCEL

• Expenses On Advertising.

ARIEL

• Less Offers & Schemes

SWOT ANALYSIS

OPPORTUNITIES FOR BOTH

THREATS TO BOTH

• Competition from organized and unorganized players.

• Increased level of price competition.

• Penetration in rural areas.

• Both Can Increase Their Frequency Of Usage.

• New Consumer Markets

CONSUMER SATISFACTION & RESEARCH

Rating7/5

Surf - Experienced Player - Competitive Advantage with well laid distribution and retail

network - Innovative advertising approaches - Willingness to venture out with new variants

Ariel - Strong first mover advantage in the Pricing War - Entrenched firmly in minds on basis of superior cleaning quality

- Need to bring out new variants- focus on aggressive advertising important

Both need to venture out: - Explore Rural Markets - Invest in Research for Niche Products - Find New Consumer Categories - Fight Regional Players with a Customized Market Plan