K.

GOVINDARUN
MBA
PERIYAR UNIVERSITY,SALEM
 Vision & Mission

VISION STATEMENT

Outstanding stain removal ability on a wide range of stains.

Give the acute water scarcity in most of India.

MISSION STATEMENT

Unilever's mission is to add Vitality to life.

 INTRODUCTION TO HUL

Lever brothers is founded by WILLIAM HESKETH LEVER

in 1890

Key player in food & household product industry

Historically grew through acquisitions

LEVER BROTHERS, THE OLD NAME WAS CHANGED INTO

UNILEVER AFTER THE MERGER OF LEVER BROTHERS &
MARGARINE UNIE IN 1930
 Contd..

UNILEVER IS A MULTI NATIONAL COMPANY

IT IS ONE OF THE LARGEST CONSUMER GOODS COMPANIES IN THE

WORLD

ITS BRANDS ARE ON SALE IN 151 COUNTRIES

 It is the oldest detergent to be present in INDIA
Since 1960.
It believes that children must be free to experience
their LIFE for themselves
First detergent powder in India was DET.
Then SURF came with its strong sales promotion,
advertisement and distribution width.
Followed by TOMCOS MAGIC and then NIRMA.
 BRAND EVALUTION

HISTORY:-
Launched in 1959 & first in Indian
detergent powder market.
It was the first Fast Moving Consumer
Goods (FMCG) for Detergent.
Brand to set up a one-stop
shop - called Care line - for people
seeking solutions to their varied
laundry problems.
Surf was the first brand of detergent that was advertised on TV. It is advertise on more than
300 channels across the globe .
Introduced the concept of bucket wash to housewives who were used to washing clothes
with laundry soap bars.
Some Facts.

To Approx 4000 crore

detergent market is amongst
the largest FMCG categories
in India, next only to edible
oils and biscuits.
The Indian market for
detergent is amongst the
largest in the world.
 Some Facts.
Reasons of migration
Surf to Surf excel

Surf became known only for whiteness

Surf Excel (stain removal) : Positioned
with the baseline removes stain
without fading colours (Surf Excel Hai
Na..)
To boost its image as that of a modern
and contemporary brand.
External Factors - India
Demograph
ic

Technologi Political-
cal Legal

External
Macro
factors
Competitiv
Economic
e Factors

Socio -
cultural
 Demographic factors
Large population base 1.14 billion

High birth rate- 21.76 births/1,000 population

Population migration trend-from rural to urban

Over a period of 90 years, the rural population increased from 213Mn 629Mn

Increase in Urban population(More than eight times-from 26 Mn to 218Mn )

Increase in working women due to economic development

Increasing literacy levels

Growing population of middle- and upper-middle class

 Economic factors

Growing economy Increased purchasing power of middle class

NABARD has set up a refinancing window with a corpus of US$

204.92 million for agro processing infrastructure and market
development.

FMCG Sector expected to grow by over 60% by 2010

100% FDI allowed in FMCG sector

 Political & Legal
India is a stable democracy

Moderate regulations by government in FMCG sector

 Competitive factors

Substitutes
Substitutes are available for Surf Excel in the names of
HUL ( blue,matic)
Nirma
P&G ( Tide, Aerial)
Henkel India (Mir, persil, porwall,vernel,purex)
Reckitt Benckiser ( Varnish)
Omo
Bonux
Sunlight
Rin
Domex
PRODUCT MIX OF SURF EXCEL
HUL have three brands in laundry category..
1. Surf excel 2. Rin 3. Wheel
In 2006 Rin supreme bar was replaced by surf excel
bar.
Mainly targeting mothers and children
Positioning as every type of stain removal.
Surf Excel is available in 3 variants: Surf Excel Blue,
Surf Excel Quick Wash and Surf Excel Automatic.
 PRODUCT

SURF EXCEL
Advance
Tropical
Small & mighty
Automatic
Blue detergent
Quick wash
To continue market leadership 37.8% in Indian
market.
Approaching new markets.
Launching product extensions.
Maintain brand loyalty.
Increase frequency of usage.
Launching variants in the washing machine category.
- 4 Ps
 RANGE & PRICEOF
PRODUCT

2KG 1KG 500G 115G 50G 25G

Rs405 Rs210 Rs115 Rs20 RS10 Rs5
 A comparison of cost price with sale
price of Products in product line

Quantity Cost Price in Rupees Sale Price in Rupees

25 4.7 5
50 9.5 10
115 19 20
500 110.5 115
1000 199.5 210
2000 385 405
 PRICING STRATEGY
Primary :
1. Cost-plus pricing : Mark-up to the cost of the product
2. Competitive Pricing : Price dependent upon price of the competitors.

Secondary :
1. Customer-Segment Pricing.

DISTRIBUTION PRICING STRATEGY:

FOR EXAMPLE:
List price Rs. 100
Add: Distributor price (5%) Rs. 105
Add: Trade price (5%) Rs. 110.25
Final Retail price (10%) Rs. 121
 SUPPLY FOR THE
PRODUCT
Supply channel :
Distributers.
wholesalers.
Retailers.
Cheaper price range of Rs.2 to Rs.450
Very good geographical distribution across whole India.
Both Urban and Rural market segment covered.
Distribution channel
 SURFEXCEL-STP
Segment

Home Care Premium Detergent Bar, Powder, Matic.

Target Group

Every Indian Household for washing purposes.

Positioning

Surf Excel has constantly upgraded itself over the years, to answer
the constantly changing washing needs of the Indian homemaker
POP Promotion
 SWOT FOR SURF EXCEL
STRENGTHS

Strong Brand Portfolio

Quantity and Variety
Solid Base of the Company
Innovative Aspects
Unique Selling Points
High quality
Reach of the products
social responsibility of the company
Competitive advantages
Success of the Slogan - 'Dirt is Good'
 WEAKNESSES
Strong Competitors
High Price of the Product
Substitute Product
Policy of Spending for the Social Responsibility
Financials of the company
Lack of control in the markets
Lack of Reliability of data, plan predictability
Lack of Competitive Strength
 OPPORTUNITIES
Indian market for FMCG is growing @ 20%
Niche target market.
Market penetration
Geographical export Changing lifestyle of the people
New markets, vertical, horizontal
Increasing the volume of production
Seasonal Weather & Fashion influences
Geographical Export & Import
Niche Target Market
Business and product development
Technology Development & Innovations
Applying tactics & surprise
OPPORTUNITIES TO GROW
CONSUMPTIONS
 THREATS
Cheaper product eat into HUL market share.
Competitor trade strategy.
Urban consumer are shopping less.
Product from its own stable.
Political effects
Legislative effects
Environmental effects
Economic Crisis
Change in the lifestyle
Introduction to Local Products
Obstacles faced
Increase in production and labour cost
Chances of Price War
 MARKET STRUCTURE
Type of market : OLIGOPOLY

Oligopoly = An oligopoly is a market form in which

a market or industry is dominated by a small number of sellers
(oligopolists)

Because there are few sellers, each oligopoliest is likely to be aware

of the actions of the others. The decisions of one firm influence, and
are influenced by, the decisions of other firms.
 RESTRICTED MARKET.

AVAILABILITY OF VARITIES.

SELLING COST.

SIMILAR PRODUCTS.

STABLE MARKET.

PRICING.
Way ahead
Way ahead
 Way ahead
CHILD DEVELOPMENT
 Way ahead
RECYCLING
Experienced players.
Competitive advantage with well laid distribution
and retail network.
Innovative advertising approaches.
Willingness to venture out with new variants.
THE
END
THANK
U