Brand Dossier - Surf Excel

1. Brand Dossier - Surf Excel Presented By: AnkitHaldar NehaSanghvi SagarSalot VarunMohta

2. Agenda Surf Excel History And Evolution Over Time Advertising Strategy Sales Promotion Segmentation Strategies Strategies Adopted by the Brand Generic Competition Distribution List of Hypothesis Analysis of Hypothesis Conclusion

3. Surf Excel History And Evolution Over Time • Launched by Hindustan Lever Limited • Initial Positioning • Washes Whitest • Value for Money • Repositioning • Designed powder for washing machines • ‘Daagachhehain’ as a tagline

4. Advertising Strategy • Brand which gives value for money • ‘Surf Excel kikharidarimein hi samjhdarihai’ • Emotional Appeal • Mother’s as Target audience • ‘Agar daaglagne se kuchachhahotahai to daagachhehai’

5. Sales Promotion • Many price band • Rs. 2 of 14 grams To • Rs 450 for 5 Kg • Joining hands with brand power • Free Samples of 1Kg Surf Excel Matic • Consumer Relationship • Surf Paint Fund – 2003 • Surf Colour Your Future – 2004 • Surf X Sellam – 2005

6. Segmentation Strategies

7. Strategies Adopted by the Brand

8. Generic Competition • Nirma • Launched in 1969 • Captured non-consumers of detergent • Ariel • Launched in 1993 by P&G • Targeted premium segment • Tide • Launched in 2000 by P&G • Targeted mid-priced segment

9. Distribution Manufacturer (HUL) Suppliers Distributor Stockist Retailer Consumer

10. List of Hypothesis • Surf Excel has been successful in creating the perception about stains in the mind of consumers. • Surf Excel being a premium brand has given a tough competition to Ariel and Tide in the detergent markets. • The variants of Surf Excel are as popular as its mother brand.

11. Instruments of Data CollectionAnd Sampling plan • Instruments of Data Collection • Computer Based Personal Interview • Telephonic Interview • Sampling plan and Sample size • Target Population • Male and Female above the age of 20 • Sampling Technique • Judgement and Convenience sampling • Sample size • 50

12. Hypothesis - 1

13. Identified Tagline Surf Excel has been successful in creating the awareness of its tag-line “Daag Ache hai” in the mind of consumers hence creating a perception about sticky stains.

14. Opinion On ‘DaagAchheHain’ Surf Excel has been successful in putting forward the message that stains are no mare a matter of concern because Surf Excel is there to cater to that problem. Hence “DaagAchheHain”

15. Inference To Hypothesis - 1 Hence we could infer that our hypothesis has been proved to be correct, as we analyzed that Surf Excel has been successful in creating an impression about stains in the mind of consumers. It has convinced people to accept stains in a positive way as they are not a matter of concern anymore because Surf Excel is here to remove those sticky stains.

16. Hypothesis - 2

17. Parameters Important to people

18. Parameters Important to people

19. Parameters Important to people

20. Parameters Important to people

21. Parameters Important to people On the basis of this analysis we have found that Surf Excel has the highest rating among the detergents when rated on Price, Quality, Dirt Removal, Fragrance and After Wash Effect. But we cannot ignore the fact that Ariel has given A tough competition to Surf Excel throughout by being a close follower in all the attributes.

22. Overall Top Ranker On the basis of our hypothesis we found out that Surf Excel has been the first preference for 58% of the respondents. Whereas none of the respondents chose Surf Excel as the least preferred detergent brand. In comparison to Surf Excel we found that Ariel and Tide could not give a tough competition.

23. Preference against ‘Sticky Stains’ We can easily say that Surf Excel is the leader in the detergent market when it comes to removing sticky stains. Here we can see that 58% of our respondents prefer Surf Excel to remove sticky stains.

24. Inference To Hypothesis - 2 Hence we could infer that our hypothesis has been proved to be correct, as our analysis says that surf excel has been the most preferred brand among all the detergents. We have also inferred that quality is the most preferable attribute for any detergent buyer and surf excel with its superior quality has been on top of the list in the consumer’s mind while buying a detergent.

25. Hypothesis - 3

26. Awareness of Surf Excel Variants

27. Usage of Surf Excel Variants On the basis of the above data we could analyze that the variants of Surf Excel were not as popular as its Mother Brand – SURF EXCEL. We can also infer that the usage of the variants is not as high as its Mother Brand.

28. Willingness of Usage From the above data we could infer that people are ready to use a variant of surf excel if it caters to their need. But still there are 36% people who are in a dilemma of using it while 4% will never use it.

29. Inference To Hypothesis - 3 Hence we could infer that our hypothesis has been proved to be incorrect, as we could analyze from the survey that although the variants of Surf Excel are known to many people, they are not as popular as its mother brand. People generally prefer the original Surf Excel over its variants.

30. Conclusion • Surf Excel has been successful in creating the perception in the minds of people that "Stains are Good". • Surf Excel with its superior quality and best price strategy, it has given a tough competition to Ariel and Tide . • Surf Excel was unable to create sufficient awareness to make its variants as popular as its mother brand.

31. Thank You