Chapter 1: Introduction

Introduction to project:
The project was assigned to study the business and marketing practice, competitors in business
and customers of Surf Excel, for Orissa market. I analyze that the Surf Excel enjoys a space in
the top2 positions in brand recall of the consumer.
Laundry Detergent and washing powders have become an important part of every consumers
life. The market offers a variety of washing powders, each brand claiming to wash the cleanest at
unbeatable prices to consumers. Laundry detergents, however, exert a hidden but taxing cost on
the environment and consumer health due to their environment-damaging properties. Phosphates
are one of the main ingredients in most present-day laundry detergents and are also the primary
culprits in polluting water bodies. Laundry detergent is also widely used in the Pakistan market,
the average per annum consumption of laundry detergent is approximately33,000 tons - One tone
detergent costs around 138,000 PRs. Since the last two years, the market trend (Pakistan) in the
laundry detergents has taken a good pace, and many consumers are switching from the bar soaps
to laundry detergents.
From the survey, it is evident that brand name, price and cleansing action are three of the most
important attributes a consumer looks for in any detergent brand. Surf Excel enjoys a good
reputation in market.

Company Introduction:
Hindustan UniLever Limited (HUL) is India's largest fast moving consumer goods company,
with leadership in Home & Personal Care Products and Foods & Beverages.
HLL's brands, spread across 20 distinct consumer categories, touch the lives of two out of three
Indians. They endow the company with a scale of combined volumes of about 4 million tones
and sales of Rs.10, 000 corers.
HLL is India's largest marketer of Soaps, Detergents and Home Care products. It has the
countrys largest Personal Products business, leading in Shampoos, Skin Care Products, Color
Cosmetics and Deodorants. HUL is also the market leader in Tea, Processed Coffee, branded
Wheat Flour, Tomato Products, and Ice cream, Soups, Jams and Squashes.
HUL is also one of the country's biggest exporters and has been recognized as a Golden Super
Star Trading House by the Government of India; it is a net foreign exchange earner.
HUL is India's largest exporter of branded fast moving consumer goods. The company's Exports
portfolio includes HUL's brands of Soaps and Detergents, Personal Products, Home care
products, Tea and Coffee. HUL is also driving exports in chosen areas where India has a
competitive advantage Marine Products, Basmati Rice, Castor Oil and its derivatives. It is
India's largest exporter of Marine products, and one of the largest global players in market.

Top International Brands

The "most trusted brands" from HUL in the top 100 list (their rankings in brackets) are:
Top Brands
International Ranking
Clinic Plus
4
Lifebuoy
10
Fair & Lovely
11
Rin
12
Surf Excel
13
Lux
14
Pepsodent
17
Closeup
19
Ponds
20
Sunsilk
26
Dove
37
Vim
43
Pears
79
Lakme
81
Vaseline
86
Wheel
87
Hamam
95
Rexona
96

MISSION
Our mission is to add Vitality to life. We meet every day needs for nutrition, hygiene and
personal care with brands that help people look good, feel good and get more out of life
Meet the everyday needs of people everywhere to anticipate the aspirations of
consumers and customers and to respond creatively and competitively with branded
products and services which raise the quality of life.

SURF EXCEL Background:

Launched in 1959 as Surf, it was the first detergent powder in India

Surf Excel underwent various changes in its Brand Communication
In 1990, following the launch of Ariel, Surf became, Surf Ultra
In 1996, Surf redefined itself by launching Surf Excel
In 2003, the base variant Surf was re-launched as, Surf Excel Blue
In 2006, it added Rin Supreme Bar as, Surf Excel Bar into its portfolio

Surf Excel
Launched sometime in 1960, Surf Excel was the first in the Pakistan detergent powder market.
Over the years, Surf Excel has anticipated the changing washing needs of the Pakistan
homemaker and constantly upgraded itself. Surf Excel is Pakistan's largest selling compact
detergent powder, it promises to tackle the toughest stains without damaging the color of the
fabric. This is because only Surf Excel has smart sensors that can differentiate stains from colors.
Now consumers don't have to worry about tackling the really tough stains, especially on color
clothes anymore.

Its refreshing fragrance keeps the fabric smelling fresh long after they have been washed. It is
being recommended by leading washing machine and apparel manufacturers around the world.
Those preferring the modern and convenient way to wash can rely on Surf Excel Liquid. The
liquid form penetrates deep, allowing great wash results. For really tough stains, consumer can
apply the liquid directly on the body of stain and tough stains being tackled with ease.
Surf Excel is the oldest detergent brand to be present in Pakistan since 1960. It might sound
strange for a leading laundry brand like Surf Excel to say that dirt is good, but healthy activities
involving dirt are essential to development. It's how kids learn express their creativity and it
bolsters their immune systems.
Dominating the washing powders markets in Pakistan for four decades; Surf has continued to
change according to consumer needs. Being a pioneer, Surf had to work hard to gain acceptance
in the early days. To educate housewives about its use, house to house demonstration were
organized in Lahore and Karachi. Free sample and coupons were also distributed to recruit
consumer. There has been no looking back since the brand has undergone numerous product
quality improvements to offer best cleaning results. Over the year, there has been emergence of
low unit price packs. With continuous technological innovations, the brand has always managed
to fight off competition. Surf Excel, which hit the shops recently, has already gained a reputation
for the best in the market.

Major Competitors:
Ariel
Brite
Bonus & Express

Ariel
Procter and Gamble market nearly 300 brands - including
Pampers, Tide, Ariel, Always, Whisper, Pantene, Bounty.
InJuly 1997, they launched Ariel in Pakistan based on asophisticated and advanced formula. Its break
through formula was warmly welcomed by the Pakistani consumers and in a short time span it steals a
significant amount of market share from Surf Excel.

New Ariel delivers against one of the key Pakistani consumer needs: a detergent that can give
spotless cleaning to both colored and white clothes. This is because new Ariel contains a unique
double action system, which gets fully dissolved unlike bar soap.

Brite
Colgate Palmolive - backed by Lackson Group of Industries, entered into the
laundry detergent market by launching a product with a name Brite in 1980.
Although, it is unable to capture the significant market share of Surf Excel, but is
one of its main competitors. Brite also changes its packing from poly bags to suit
the needs of consumers

Bonus and express

Bonus andExpress, both products of Colgate Palmolive backed by Lackson Group of Industries,
are a few of theoldest laundry detergents in Pakistan and enjoy a reasonable amount of share in
laundry detergents market. Because of the low price factor, they attract the lower segment of the
market. But due to inferior quality and less fragrance, they are unable to attract huge market.