surf excel

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INDEX History Some facts Present situation SWOT analysis Conclusion D a a g ache hain ………

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First detergent powder in India was DET. Then SURF came with its strong sales promotion, advertisement and distribution width. Followed by TOMCO’S MAGIC and then NIRMA. History

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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..

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Reasons of migration Surf to Surf excel Some facts.. 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.

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HLL have three brands in laundry category.. 1. Surf excel 2. Rin 3. Wheel In 2006 Rin supreme bar was replaced by surf excel bar. Surf Excel is available in 3 variants: Surf Excel Blue, Surf Excel Quick Wash and Surf Excel Automatic. Mainly targeting mothers and children Positioning as every type of stain removal. Present situation

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To continue market leadership 37.8% in Indian market. Approaching new markets. Launching product extensions. Maintain brand loyality . Increase frequency of usage. Launching variants in the washing machine category. O bjectives

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Price chart Size Surf excel Quick wash Surf excel blue Surf excel automatic Sachet Rs. 2/- Rs. 2/- - 200 gm Rs. 23/- Rs. 20/- - 500 gm Rs. 56/- Rs. 41/- Rs. 80/- 1 kg Rs. 109/- - Rs. 155/-

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Strength… Strong R&D. Offers & Schemes. Strong distribution channel. Weakness… Expenses on advertising. Opportunities… Penetration in rural areas. Increase their frequency of usage. New consumer market. Threats… Competition from organized and unorganized players. Increased level of price competition. SWOT Analysis

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Experienced players. Competitive advantage with well laid distribution and retail network. Innovative advertising approaches. Willingness to venture out with new variants. Conclusion

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MADE BY- BHANU & AMIT