Description
SWOT ANALYSIS OF SURF EXCEL MATIC
Surf Excel Matic
Parent Company
Hindustan Unilever
Category
Soap & Detergents
Sector
FMCG
Tagline/ Slogan
Daag achchhe hain
A premium category detergent which is customized for front-load USP washing machines STP
Segment
Soap & Detergents
Urban families which use washing machines to wash clothes due to Target Group convenience and lack of time
As a premium category product which is used for washing clothes in washing machines and encourages consumers to indulge in fun Positioning activities without worrying about their clothes SWOT Analysis
1. Market leader in the washing-machine using market of washing powders 2. Premium Detergent Brand for HUL introduced in 1959 3. Surf Excel quick wash is powered with a path-breaking technologyit reduces water consumption and time taken for rinsing by 50% 4. Strong distribution network by HUL, which is beneficial for the product 5. Good brand visibility and advertising with new ad campaigns to Strength keep brand top-of-the-mind
1. Slightly Higher price prevents it from reaching to the mass of Weakness customers 2. Product awareness not high among rural markets
3. Legal issues due to brand wars
1. Increase its market share in Tier-1 by promotions, both traditional & non-traditional 2. Introduce and promote a top-load washing-machine compatible Opportunity variant
1. Low profit margins in detergent sector Threats 2.Threat from existing and new players in the market Competition
1. Ariel Complete Matic Competitors 2. Ariel Oxy Blu Matic
doc_890251223.docx
SWOT ANALYSIS OF SURF EXCEL MATIC
Surf Excel Matic
Parent Company
Hindustan Unilever
Category
Soap & Detergents
Sector
FMCG
Tagline/ Slogan
Daag achchhe hain
A premium category detergent which is customized for front-load USP washing machines STP
Segment
Soap & Detergents
Urban families which use washing machines to wash clothes due to Target Group convenience and lack of time
As a premium category product which is used for washing clothes in washing machines and encourages consumers to indulge in fun Positioning activities without worrying about their clothes SWOT Analysis
1. Market leader in the washing-machine using market of washing powders 2. Premium Detergent Brand for HUL introduced in 1959 3. Surf Excel quick wash is powered with a path-breaking technologyit reduces water consumption and time taken for rinsing by 50% 4. Strong distribution network by HUL, which is beneficial for the product 5. Good brand visibility and advertising with new ad campaigns to Strength keep brand top-of-the-mind
1. Slightly Higher price prevents it from reaching to the mass of Weakness customers 2. Product awareness not high among rural markets
3. Legal issues due to brand wars
1. Increase its market share in Tier-1 by promotions, both traditional & non-traditional 2. Introduce and promote a top-load washing-machine compatible Opportunity variant
1. Low profit margins in detergent sector Threats 2.Threat from existing and new players in the market Competition
1. Ariel Complete Matic Competitors 2. Ariel Oxy Blu Matic
doc_890251223.docx