ASSINGMENT

ON
SURF EXCEL

Submitted to: Submitted by:

Prof: Leni Varghese Binoy

Kunal
Piyush
 BRAND
SURF EXCEL
PRODUCT – LAUNDRY DIVISION – DETERGENT AND SOAP

Surf Excel, launched in 1959, is one of the oldest detergent powders in India and
Pakistan. 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; from 'lalitaji'
to 'dhoondte reh jaaoge' to 'jaise bhi daag ho, surf excel hai na', and is today communicated on
the platform of 'Dhaag achcha hai'. 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 and Persil in UK and France. Today,
Surf Excel leads the Premium Fabric Wash Category in India.

SURF EXCEL VARIANTS –

 Surf excel blue

 Surf excel Quick wash
 Surf excel Automatic
 Surf excel detergent

Innovation truly distinguishes leaders from wannabes, and

as detergent adverts go, Surf Excel has proved to be the last word – both in terms of product
offering and advertising Communiqué. The era of Lalita Ji ensured that Surf represented the
woman of that epoch; this in turn managed to instill confidence among consumers. Surf
transformed itself into Surf Excel in 1996 with its campaign, ‘Kadi Safai, Magar Pyaar Se’,
clearly differentiating itself from the herd by offering a supplementary benefit of care. While
competitors such as Rin, Ariel, Tide and Henko were positioning themselves as detergents that
would aid in the removal of dirt by virtue of technological expertise, Surf Excel chose to walk on
an entirely different path. And now, with its plucky glorification of dirt, it’s written the new
clean-up mantra, ‘Daag Achche Hain.’ In sync with this credo, the latest commercial of Surf
Excel does not rely on thematic communication like the previous TVCs. The concept was that
while kids get stuck on one thing, stains get stuck in 10 different places.” Surf owns the
distinction of being the first ever detergent brand in India to have begun advertising on
television. The brand has optimally utilised the medium of TV to bring across the intrinsic worth
of ‘bucket wash.’ From placid and peaceful to feisty and quick-witted, Surf Excel today practises
a refreshing modus operandi to speak to its customer. The brand’s advertising gained a
humongous amount of exposure by flagging off a host of in-store programmes and road shows
that entrenched it in the good books of the consumer.

DISTINCTIONS IN PROMOTION OF SURF

• 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.

• 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 'Dhaag achcha hai'.

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

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

RADIO CITY CAMPAIGN

Surf Excel, a leading detergent brand from Hindustan Unilever Limited, has come
together with India’s leading Radio Network, Radio City 91.1 Fm to celebrate International
Peace in Mumbai, where Children across the city got dirty for a noble cause and spread the
message of peace in a unique & colorful way. Children across Mumbai are invited to participate
in this activity through an on air campaign on Radio City. Across schools, kids will leave
colorful hand impressions on multiple canvases. Surf Excel will then showcase these canvasses
on hoardings and in malls across the City, in a bold statement for World Peace as defined
through a Child’s eyes.

Surf has been in the market for a long time and has effectively managed its product life
cycle with the help of product innovations and great marketing strategy. The recent campaign of
surf excel with the base line that says "Dirt is good" comes as a pleasant surprise to the Indian
consumers. This campaign has a huge significance. It says

It is ok to soil your clothes

It is ok to play in the mud

It is OK to enjoy life

Surf excel hai na!

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. Continuing with the earlier
campaign, the new ad features two kids taking a
Puddle fight to distract their fighting parents
fighting over a car collision. The voice over says
"if some thing good happens because of dirt then Dirt is Good". According to a report in agency,
the creative team had a tough task in continuing a classic campaign and no doubt they have been
very successful.

The second campaign takes a cue from the World cup.

The ad features a group of kids preparing for World Cup
2015. Both these ad takes on the spirit of the brand to a higher
platform. The ads are also classic way of using kids to
promote an adult brand. The "Dirt is Good" campaign is also a
classic example of the power of a "Big Idea". The idea has
been running for more than 3 years and still has not lost its
relevance. The agency also has been able to keep the Idea
relevant through smart execution.

Relation of PLC & positioning with the type of sales communication

1. INTRODUCTION – As at introduction level surf has been positioned as one of

the best detergent which remove stains and do not harm cloth moreover at that time customer
were more concerned about the whiteness of the cloth it was positioned as the effective and
intelligent buying therefore In mid '80s the woman in the Surf Ad got a name Lalitaji and was
brought to life on television by Kavita Chaudhary in a TV commercial with the tag line “SURF
ki Kharidari mai hi Samajdari hai”. (It makes better sense to buy Surf). Consumers' faith in Surf
was restored, and not just because she offered a rational argument of the two-jar comparison
showing how half-a-kilo of Surf was equivalent to one kilo of Nirma. The real reason Lalitaji
was believed was because she was trusted by the Indian housewife to get her a good bargain. In a
TV commercial her bargaining with the vegetable vendor about good tomatoes and bad
tomatoes. “Sasti cheez or achchi cheez me farak hota hai, bhai saab” This clearly differentiates
the surf from its competitors.
2. GROWTH- During the growth phase it launches its variant i.e. surf ultra as surf
has been deeply penetrated in the customers mind and as a result of which introduction of surf
ultra was done by HUL with the powerful punch line of “Dhoondte reh jaaoge” It has keep on
product innovation the add focus on stain remover with the introduction of stain digester which
effect deep and clean the stain oil etc. positioned as a detergent which give effective washing for
stains oil .
3. MATURITY- At this stage it has launches its premium variants through which it
is expecting to beef up its margins and is hoping the housewife using Surf will eventually
graduate to Surf Excel. Surf Excel was launched as an Indian initiative in response to the
concentrate market developing. Soon, it has become the benchmark brand instead of Surf. The
commercial Jaise bhi daag ho, surf excel hai na', and is today communicated on the platform of
'Dhaag achcha hai'. 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. Surf Excel
has constantly upgraded itself over the years, to answer the constantly changing washing needs
of the Indian homemaker. Today Surf Excel offers outstanding stain removal ability on a wide
range of stains.

OTHER SALES COMMUNICATION:-

Firstly it has focused on housewife’s now the focus has been

shift to children as in the present scenario they also plays the major role
in buying therefore we can say that it has cater the emotion by shifting
to the children this communication can be well seen from its commercial of Dhaag aache hai
where a little boy fight with oozy mud. Therefore they have launched children club which
conducts various activities like painting, a recent event known as kalaghoda was launched where
children were told to paint their dream. Moreover in 2008 they have launched children festivals
which offer children fun while learn.

Apart from that they have launched a promotion

campaign of active learning through fun & creativity which
teach children to be organized in their daily activity. It has
maintain its relationship with mother also by launching of
mother pride where a mother can film their little children and
can upload the special moment to the Mother's Pride section on
the Surf excel Website. It has also launched a scholarship
program for young kids through color your dreams contest.

Benefits of Kinds Surf Excel Product

 Surf Excel is an Utilitarian product.

 Surf Excel products include Matic, a detergent powder designed specially for
washing machines as it has a low lather formula. Be it top load or front load, choosing Surf excel
Matic makes perfect sense.

 Surf excel Quick wash has a special low lather formulation that removes tough
stains while saving two buckets of water. It smartly converts hard water to soft water and this
happens as soon as the soap and water mix.

 Surf excel Blue is a colour care variant. It penetrates into the layers of fabric and
removes tough stains.

 Surf excel Bar targets tough food stain. Surf excel Bar is made of 'Pure clean
technology'. It does not contain mud-like contents. Other ordinary bars contain upto 40% mud-
like contents.
  Surf excel Gentle Wash is suitable for woolens, baby clothes, silks, crepes,
georgettes and other special clothes. It gives a caring wash for all special garments. It removes
stains without damaging colours and leaves them fragrant.