surf excel Final ppt (1) (2)
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Surf Excel is a detergent brand owned by Hindustan Unilever Limited (HUL) that has been operating in India for over 75 years. It has established itself as the market leader through innovative products such as Surf Excel Easy Wash, Surf Excel Quick Wash, and Surf Excel Matic that are tailored for different washing needs. Surf Excel's brand positioning has evolved over the years from emphasizing superior cleaning to its current "Daag Achhe Hain" campaign that encourages active learning in children. It utilizes an omnichannel marketing strategy including traditional advertising, sponsorships, social media, and community outreach to promote its message of empowering mothers.
surf excel Final ppt (1) (2)
- 2. An Ad Campaign on Brand SURF EXCEL Presented by: Monica Hooda Pradeep Bamnia Anup Dahiya Krishan Kumar
- 3. India's largest Fast Moving Consumer Goods Company with a heritage of over 75 years in India and touches the lives of two out of three Indians. HUL works to create a better future every day and helps people feel good, look good and get more out of life with brands and services that are good for them and good for others.
- 4. Product line of Hindustan Unilever Limited
- 5. PRODUCT LINE OF HUL 1. Personal care Soaps Shampoos Toothpaste Beauty range Lux Sunsilk Pepsodent Lakme Lifebuoy Clinic plus Close up Fair & Lovely Breeze Clinic All clear Lux body wash Liril Tresemme Vaseline cream & lotion Rexona Dove Ponds Hamam Dove
- 6. Contd…… 2.Food & Drink 3.Home care 4.Water purifiers Kwality ice cream Surf excel Pure it Annapurna Rin Knorr soups & noodles Wheel Kissan jams & ketchup Vim dishwash Red label tea Ala Lipton Bru
- 7. HISTORY OF SURF EXCEL • In 1959 – Introduced surf with the promise of “superlative witness". Became the first national detergent brand to be advertised on TV. • In 1990- surf ultra was launched to establish a new standard of washing performance. • In 1996- surf was redefined into surf excel, which offered three C‟s- complete, cleaning and care. • In 2003- surf excel quick wash was launched as an eco-friendly product as it saved two buckets of water. • In 2005- surf excel matic was introduced to satisfy the needs of fast growing washing machines users.
- 8. •“Ziddi se ziddi daag nikale” Initial positioning • “Daag ache hain”Repositioning Positioning of Surf Excel
- 11. Creative strategy for “DAAG ACHE HAIN” HISTORY OF ADVERTISING • Informational appeal from earlier days of lalita ji • Comparison of white shirt and yellow shirt Breaking the cliché • Says it‟s ok to soil your clothes for good cause • Known for newness and simplicity • Emotional connect with audience • Focus centered around people rather than product Present status • Came up with “forgiveness campaign” • It has increased the brand recall value
- 12. Market Positioning of Different Surf Excel Products Surf : Emphasizes on quality of surf in comparison to local and cheap detergents. 1 kg local surf = ½ kg surf excel
- 14. Surf Excel Easy Wash: “ Power of ten hands” It is made up with superior technology Which makes the powder superfine and fluffy so that it dissolves instantly and Unleashes the power of ten hands. Previously positioned as surf excel blue
- 16. Surf Excel Quick Wash: Cleaning power of X-tra clean particles in your powder. “Remove multiple stains with one product” X-Tra clean particles like blue, bleach and lemon. Remove various stains like curry, mud, pickle, grease and link.
- 18. Surf Excel Bar: “Ab char ki shakti ek bar mein” Nimboo + Vinegar + Bleach + Neel
- 20. Surf Excel Matic: It contains a unique a „Low Foam‟ formula that removes stains without generating excess foam which may cause damage to your front load machine. Now your machine will remain happy and so will you! “Removes stains without soaking” Safety of washing machines
- 22. Surf excel liquid wash: This new liquid detergent is two times better at stain removal than detergent powder. “Yaaron ka yaar‟‟ Tip ,tap, drop ,aur gholo
- 24. Surf excel gentle wash :- “Special care for your delicate clothes.”
- 25. Media strategy(traditional) Billboards and posters. Various categories of communication systems like broadcasting, print media etc are used by surf excel. In the print media , such as newspapers, magazines, direct mails, outdoors etc are used. In broadcasting media, television and radio are major tools. The frequency of ads is higher during time slots of 1:00 pm to 3:00 pm and 9:00 pm to 11:00 pm. Word of mouth publicity.
- 26. Media strategy (non- traditional) Title sponsors of TV shows (surf excel little masters). Surf excel has it‟s own you tube channel where children share their “DIRT IS GOOD “ experiences. Surf excel tied up the movie “chillar movie”
- 27. Organizes various competitions , eg world‟s largest hand printing competition- lucky winner to get a washing machine. Online promotion strategies – www.surfexcel.in “surf excel and you” suggesting mother‟s to encourage active learning in their children. Social media marketing through facebook –”santa Claus carnival”
- 28. SWOT Analysis Strengths: Weakness: Enjoying economies of scale Goodwill in the market Surf has become the generic name in detergents Well known brand image Strong distribution channel Brand innovation and renovation Substitute goods High Prices Low prices of other detergents in market
- 29. Opportunities Rapid market growth Changing customer needs and wants as life style changes Creating relationship with society by social marketing basis Threats Low profit margins New competitors in market High taxes Introduction of local products
- 30. „daag ache hain‟ why…?
- 31. Project „Mamma Mia‟ Surf Excel wanted to explore mums‟ instinctive understanding of values more deeply, so we spoke with 240+ mothers, 20 Grandmothers and 5 Great Grandmothers across 10 locations around the world .Some of the findings are as follows: -Values are integral to each and every person. mother driven values (non –negotiable) Child & mother driven values(encouraged) Child driven values(secondary) - Regardless of social and cultural differences, mums globally see the responsibility of instilling values as their personal role
- 32. Our step towards Environment World Environmental Day: Help your Child Understand the Importance of Clean Water How to Help Tackle India‟s Water Pollution Problem at Home World Earth Day Contest – Recycle your Surf Excel Matic Box
- 35. SNAPSHOTS
- 38. MEDIA PLANNING AND SCHEDULING PRODUCT MEDIA CHANNAL cost of browser/cost TOTAL Surf Excel Print(Dainik Bhashkar) Weekly(Sunday ) Surf Excel Electronic(sony, @…08.00 pm) Per day/one time 10lack*30 3 crore Surf Excel Internet (social sites.) Per day /one time
- 39. Thank you..