Description
Surf Excel, launched in 1948 under the brand name ‘Surf’ in Pakistan & in 1959 launched in India as a first detergent powder. 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.
PRODUCT PROFILE
INTRODUCTION
? Surf Excel, launched in 1959, is one of the oldest detergent powders in India. ? Surf lost its leadership as Ariel came with a better technology powder, safe for hands and tough on dirt. ? Surf entered with a marvellous campaign of “Dirt is Good”. ? The company has been able to maintain its leadership position because it used its resources to make a move into the competitive arena. ? Today, Surf Excel leads the Premium Fabric Wash Category in India.
OBJECTIVE OF SURF EXCEL
? ? The best possible cleaning solution . To meet everyday needs of people.
•
PRODUCT RANGE
There are different varieties of Surf Excel: ? Surf Excel products include Matic, a detergent powder designed specially for washing machines as it has a low lather formula. ? Quick Wash is a product that saves up to 2 buckets of water. ? Blue is used for Fabric and Colour Care. ? Surf Excel also has some specialist products like Gentle Wash, a liquid detergent, and Surf Excel Bar.
DISTRIBUTION PRICING STRATEGY
? Surf Excel is available in different sizes and quantities in the market for different prices. ? The company has offered 1kg of Surf excel in the market for Rs.120 along with “Rin Shakti Bar free”. ? Surf Excel is also available in the market in sachets pricing ranging from Rs. 5-10. ? In 2005 Unilever adopted the price-adjustment strategies which was discount & allowance pricing as they offered 1kg of Surf Excel for Rs.105. ? Surf Excel pricing strategy also provide value. ? Recently the company revised their strategy and focused toward promotions through campaigns.
SWOT ANALYSIS
STRENGTHS:
? Constantly changing as per washing needs. ? Strong brand. ? Focusing on getting the right product at the right shop with the right visibility.
WEAKNESSES:
? Possibility for low price competition. ? Spends on entertainment instead of new product.
OPPORTINITIES:
? Growing rural markets. ? As brand grows, increase in consumption and usage. ? Upgrading customers through innovation (soap migration).
THREATS:
? Local products and other major competitors such as tide, ariel etc.
SEGMENTATION
? Segmentation is done on the basis of Living standard measure . ? Living Standard Measure ranges from 1 to 15. ? 1 denotes those people who are living from hand to mouth. ? But,15 denotes extremely rich and elite class. ? LSM is measured by a number of variables, such as no. of mobile phones in a house, no. of cars, income, etc.
COMPETITORS
? ? ? ? ? ? ? Ariel (P&G). 555 Washing powder. Nirma Washing powder. Fena Washing powder. Express Ultra. Tide Washing Powder. WASHING SOAPS.
RECOMMENDATION
? Shampoo penetration may have better scope in Asian market. ? Fifty percent of the population still uses detergent soaps to wash their clothes. ? Unilever comprises 40% of the market share of washing powder. ? A switch from soap to detergent powder will be beneficial to surf excel and ultimately for unilever. ? Profitable growth will be sustainable through focused brand building innovation techniques. ? Superior management of supply chain to achieve cost competitiveness.
doc_850859610.pptx
Surf Excel, launched in 1948 under the brand name ‘Surf’ in Pakistan & in 1959 launched in India as a first detergent powder. 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.
PRODUCT PROFILE
INTRODUCTION
? Surf Excel, launched in 1959, is one of the oldest detergent powders in India. ? Surf lost its leadership as Ariel came with a better technology powder, safe for hands and tough on dirt. ? Surf entered with a marvellous campaign of “Dirt is Good”. ? The company has been able to maintain its leadership position because it used its resources to make a move into the competitive arena. ? Today, Surf Excel leads the Premium Fabric Wash Category in India.
OBJECTIVE OF SURF EXCEL
? ? The best possible cleaning solution . To meet everyday needs of people.
•
PRODUCT RANGE
There are different varieties of Surf Excel: ? Surf Excel products include Matic, a detergent powder designed specially for washing machines as it has a low lather formula. ? Quick Wash is a product that saves up to 2 buckets of water. ? Blue is used for Fabric and Colour Care. ? Surf Excel also has some specialist products like Gentle Wash, a liquid detergent, and Surf Excel Bar.
DISTRIBUTION PRICING STRATEGY
? Surf Excel is available in different sizes and quantities in the market for different prices. ? The company has offered 1kg of Surf excel in the market for Rs.120 along with “Rin Shakti Bar free”. ? Surf Excel is also available in the market in sachets pricing ranging from Rs. 5-10. ? In 2005 Unilever adopted the price-adjustment strategies which was discount & allowance pricing as they offered 1kg of Surf Excel for Rs.105. ? Surf Excel pricing strategy also provide value. ? Recently the company revised their strategy and focused toward promotions through campaigns.
SWOT ANALYSIS
STRENGTHS:
? Constantly changing as per washing needs. ? Strong brand. ? Focusing on getting the right product at the right shop with the right visibility.
WEAKNESSES:
? Possibility for low price competition. ? Spends on entertainment instead of new product.
OPPORTINITIES:
? Growing rural markets. ? As brand grows, increase in consumption and usage. ? Upgrading customers through innovation (soap migration).
THREATS:
? Local products and other major competitors such as tide, ariel etc.
SEGMENTATION
? Segmentation is done on the basis of Living standard measure . ? Living Standard Measure ranges from 1 to 15. ? 1 denotes those people who are living from hand to mouth. ? But,15 denotes extremely rich and elite class. ? LSM is measured by a number of variables, such as no. of mobile phones in a house, no. of cars, income, etc.
COMPETITORS
? ? ? ? ? ? ? Ariel (P&G). 555 Washing powder. Nirma Washing powder. Fena Washing powder. Express Ultra. Tide Washing Powder. WASHING SOAPS.
RECOMMENDATION
? Shampoo penetration may have better scope in Asian market. ? Fifty percent of the population still uses detergent soaps to wash their clothes. ? Unilever comprises 40% of the market share of washing powder. ? A switch from soap to detergent powder will be beneficial to surf excel and ultimately for unilever. ? Profitable growth will be sustainable through focused brand building innovation techniques. ? Superior management of supply chain to achieve cost competitiveness.
doc_850859610.pptx