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SONI SINGH
HR+IB
SIMMC
Surf excel has been following the Unilevers message i.e. add vitality
to life.
Similar is with surf excel. In the beginning Surf Excel was facing
competition from Ariel,
the product of P&G. but very soon with the tagline Dirt is Good,
Surf Excel was
successful in regaining its market leadership. It soon emerged back
as the dominant
detergent of the country.
The product is decided by matching the marketing insights with the
local insights.
The marketing report of the brand should match the regions
attitude so that the product
can fulfill and satisfy the customers need and expectation
History of Hindustan Lever
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
Segmentation Of
Detergent
Powder Market
source : IMRB
Surf Excel Ariel
Rating
A family brand with tough stain removal and caring image.
7/6
- International to Ultra to Excel
Ariel
- Introduced Variants for consumers at lower prices
- New product offerings like Supersoaker Ariel
SECOND PRICE WAR
FIRST SLASH : P&G as new entrant goes with Trial and Shift Consumer
- Ariel 20gm sachets (30% reduction) - Rs2
- Tide sachets (50% reduction) - Re1
Rating
Hindustan Lever Ltd (HLL) followed : 7/5
- Surf Excel sachet (50% reduction) - Rs1.50
SECOND SLASH : P& G cut prices on large packs, HLL followed
Target Market
Maintaining Brand Equity Fragmentation
Regional Players
STRENGTHS
SURF EXCEL
Rating
Strong R&D.
8/6
Offers & Schemes.
SURF EXCEL
Expenses On Advertising.
OPPORTUNITIES
Rating
Penetration in rural areas. Rating
7/5
7/5
Both Can Increase Their Frequency Of Usage.
THREATS