LOGO

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Objective
 The main aim of undertaking this study is
to accomplish the following…
• To study the consumer buying behavior.

• To study the impact of advertising of surf

excels on consumer buying behavior.

• Analysis of customer awareness of product.

 Washing Powder Market IN India

Laundry Care
Market

Washing Detergent Liquid

Powder (51 Bars
percent) (New Entrant)
Segmentation Of
Detergent
Powder Market

PREMIUM MASS MARKET

Surf excel -Automatic & MID PRICED Wheel , Fena, Nirma,Ghadi

Quick wash & Ariel- etc.
Ultramatic Surf Excel Blue, Tide,
Stain Champion

source : IMRB
Introduction
 Fabric Wash Market in India
• Total Market Size Rs. 8800 Crores
• Total Volume- 2.3 Million Tonnes +
• 98 percent Penetration in India
• CAGR -10 per cent
 Consumption Pattern Increase
55 per cent Urban (14 percent users of Washing Machine)
45 per cent Rural

 Major Players
• HUL
• Nirma
• Ghadi
• P&G

Source : Business Standard, 29-11-07

Background history
1959 – HUL Introduced SURF.

SURF EXCEL: Derived from “SURFACTANT”

1990 – Emergence of concentrate & Mid price segment powers.

Ad Campaign “ Daag Doonthe rah jaoge” was launched.

1996 – Surf Excel launched. Ad Campaign “ Jaise bhi Daag ho, Surf
Excel hai na”

2003 – Surf Excel Quick wash launched “ Ad campaigns on Shortage

of water across country”

2005 – Ad Campaign “ Daag Acche hai na “.

Varieties of surf excel

1 Surf Excel quick wash

2 Surf Excel Blue

3 Surf excel matic

4 Liquid & Detergent bar

Research methodology..

 Secondary data
 Primary data
1)Qualitative Research
A. Observation method
B. Interview
2)Quantitative Research
A. Questionnaire design
B. Pilot Testing
C. Questionnaire correction
D. Sample Size(30)
E. Analysis
 OTHERS
TIDE 10%
17%

SURF-EXCEL
56%

ARIEL
17%
 Surf excel with different
parameter
160
140 142
140 129 130 130
120
120 110
95 100 105
100 85
80 70
60
40
20
0

SURF EXCEL OTHERS

 OTHER
23%

SACH
LARG
ET
E
POUC
PACK
H
ETS
20%
23%

1Kg 250-
37% 500
gm
20%
OVER-ALL EXPERIENCE

14

12

Sample Size: 30

Bad Natural Good Very

Good
 Awareness level

18
16
14 unaware
12 not used
10 used
8
6
4
2
0
Automatic Quick-wash Blue Bar
DONT
LIKE
3%

LIKE
97%
Observation
Why Surf excel ?
 The answer can be found out by taking a brief look at
Maslow’s Hierarchy of Needs. There are two basic needs that
play along like proponents.
• One is the Social needs (for instance, being clean and
acceptable in the society) and
• The other need acts like a catalyst which is Egoistic
needs(i.e., customers who thinks that buying or using Surf
Excel will give them a higher status compared to using other
detergents).

 Functionality and Surf excel

Recommendation:
 The possibilities are endless. For example, shampoo penetration is
one of the lowest in Asia. Similarly fifty per cent of the population
still uses laundry soap to wash their clothes which comprises
mainly the low income group. Unilever has 40pc of the market for
detergent powder (Surf Excel). A switch from laundry soap to
detergent powder will be hugely beneficial to Surf Excel and
ultimately for Unilever. Profitable growth will be sustained through
focused brand building, innovation and superior management of the
supply chain to achieve cost competitiveness.
 Some consumer feel that price of Surf Excel is too high.
 Survey reveals that most of the customers are not aware of the Surf-
excel automatic, surf-excel quick wash. And the normal tendencies
of the customer are to consider all the variety of product as same.
So for this HUL should create an awareness of what exactly are the
varieties of surf-excel and what are the functional benefits of those
product.