DAAG ACHE HAI !!

Team Members

Presented By- Pheonix

Ashish Sinha(07) Chandan Ghosal(10) Paresh Roy(21) Pradyumna Chatterjee(23) Pradip Maity(22) Sanjiv Gupta(52) Sauvix Dutta(57) Subhendu Chanda(40)

BRAND EVALUTION

Launched in 1959 & first in Indian detergent powder market.

It was the first Fast Moving Consumer Goods (FMCG) for Detergent.

Surf was the first brand of detergent that was advertised on TV. It is advertised on more than 300 channels across the globe .

Introduced the concept of bucket wash to housewives who up till now used to washing clothes with laundry soap bars.

Brand to set up a one-stop shop - called Care line - for people seeking solutions to their varied laundry problems.

BUILDING BRAND

Surf Excel, launched in 1959, is one of the oldest detergent powders in India. Initially, the brand was positioned on the clear proposition of “washes whitest”.

Surf Excel underwent various changes in its Brand Communication; from ‘Lalitaji' to 'dhoondte reh jaaoge' to 'jaise bhi daag ho, surf excel hai na', and is today communicated on the platform of ‘Daag achcha hai'.

2006 saw a unique marketing move from HUL.

Rin Supreme bar is being migrated to Surf Excel.

Surf Excel may have slipped in the rankings, but Surf Excel remains the most popular detergent!

For any other brand, it would have been difficult to convince the customers about the product with such a paradoxical statement, which says ‘Daag achhe hain’ very confidently

Right from ‘Lalitaji’, representative of the true-blue cost-conscious Indian woman, till the inspiring storyboards of today, Surf Excel has done it all and in style!

HUL to revise Surf Excel pricing - A change in the pricing strategy for HLL Surf Excel brand, which dominates the Rs 5,000 crore detergent powder market, seems to be on the cards.

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

To start with, HUL has signed up South African cricketer Jonty Rhodes to be the Surf Excel endorser and has lined up a Rs 10 crore promotion over a three month period.

HUL aims to turn the Tide, Slashes Surf Excel Price

HUL was facing competition from the medium- priced detergent brand from P&G — Tide

Surf Excel is currently running two campaigns riding on the popularity of the "Daag Ache Hain" ( Dirt is good) campaign.

The new campaign too strikes a chord with the consumers. Power of a "Big Idea”.

The second campaign takes a cue from the World cup. The ad features a group of kids preparing for World Cup 2015.

HUL is aiming at gaining another 15 per cent market share in the Rs 350-crore premium detergents market.

The company has re-packaged the product using brick packaging which is a first among detergents in the country.

35 gms 2kg65gms 1kg

RANGE & PRICE OF PRODUCT

2KG 1KG 500G 115G 15G Rs300 Rs155 Rs79 Rs14 Rs2

RESEARCH METHODOLOGY

Data source-- Primary Data

Questionnaire

Sample Size-- 150

Sampling type- Judgmental Sampling

MARKET SHARE OF DETERGENT BRANDS

13%

37%

13%

17%

20%

Henko Surf Excel Ariel Tide Rin

REASON FOR LIKING SURF EXCEL

0 1 2 3 4 5 6 7 8 9

Nice Frag-

nance (5)

Good Price (8)

Great Foam (5)

Remove Stains Eas-

ily(7)

Best Quality (5)

'

Surf Excel

Ariel

Tide

Rin

Henko

SA-8

9

4

5

6

4

2

DISTRIBUTION CHANNEL

MAJOR PLAYERS

HUL ( Blue, Quick wash, Automatic)

NirmaP&G ( Tide, Ariel)Henkel India (Henko)SA-8 (Amway India)

FIGHTING COMPETITION

The latest move comes in the wake of the high profile launch of Tide detergent bar.

Tide and Ariel always created problems for Surf and Rin. The migration of Rin Supreme bar to Surf Excel bar is aimed at countering Tide.

HUL has announced a drastic reduction in price by Rs 20 per kilo on Surf Excel, its premium detergent brand, making it cheaper than competing brand Ariel from Procter & Gamble (P&G). price cut, from Rs 155 to Rs 135 per kg.

FIGHTING COMPETITION

Approaching new markets.Switching consumer from existing

products.Launching product extention / product

variant.Changing from rational appeal to

emotional appeal.Price slash.

DEMAND ANALYSIS

Law of demand : Law of demand states that the amount demanded of a commodity and its prices are inversely related, other factors remaining constant.

Factors affecting demand: Price of the product, Price of substitutes and complements, Income of the household, Taste and preference of the household, and The amount annually spent on advertisement of the

product.

 

BRAND EQUITY

Surf Excel holds 38% of the 5000 crore detergent market.

It is undisputed market leader.

SWOT

ANALYSIS

STRENGTHS:

Good will in the market Strong financial positionAbundant financial resourcesDifferent offers and schemes.Strong distribution channelsStrong marketing

WEAKNESS:

High expenses on advertisingWeak spending on R & D.High pricesLow awareness in rural marketHuge inventory stocks of raw material

OPPORTUNITIES:Penetration in rural market.Increase in the frequency of usage.New consumer market.Rapid market growth

THREATS:Competition from organized and

unorganized playersIncrease level of competitionLow profit marginSmuggled brands of CHINA,PAKISTANIncreases in taxesIncreases in prices due to fuel prices

To reach the rural market.To slash the priceTo improve the quality of the product.

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