Surf excel-ppt

MARKETING
MANAGEMENT
PRESENTATION ON “SURF
EXCEL”

BY,

CONTENT
 History
 Marketing Strategy
 Product range & target market
 Promotion/ Ad & competitors
 Observations & Suggestions

HISTORY OF SURF EXCEL

 Surf is the name of the brand of laundry detergent made by
Unilever.
 Surf was introduced in the year 1954 after Rinso (brand before it)
failed.
 One of the oldest detergents in India.
 Competition emerged from low priced detergents in 1970’s.
 Revolutionary change in 1990’s through various ad campaing.
 Today , Surf Excel leads the premium wash category in India with
baseline “Dirt is good”.
 Some of the other major detergent products of Unilever in India
are Rin & wheel. The latest entry into the segment is Comfort
, a fabric conditioner.

Marketing Strategy/Objectives

 Surf has been in the market for a long time and has
effectively managed its product life cycle with the help of
product innovations and great marketing stratergies.

 Unilever markets detergent products internationally and
uses individual sub-brands to segment those markets.

 Formulation of the detergent and the market targeted vary
by region.

 Launching variants in the washing machine category.

 Effective Ad campaing .

 Approaching new market.

PRODUCT RANGE & TARGET
MARKET
Product range
 Surf excel detergent bar
 Surf excel blue
 Surf excel quick wash
 Surf excel automatic
 Surf excel top-load & front load

Target market
 Sachet packet (Rs 2/-) – mass market , convenient &
affordable
 Detergent bar , Surf excel blue , surf excel automatic– middle
class & upper middle class

Promotion/Advertisement
 Lalitaji , Surf karidne mein samajdari hai- It makes better sense
to buy surf. Made huge impact.

 Daag doodthe rehjavoge.

 Daag acche hote hain- Dirt is good.

Rational appeal

To

Emotional appeal

COMPETITIORS
 Aerial

 Johnson & Johnson

 P&G

Observations
 Experienced player
 Innovative advertising approaches
 Provides offers & schemes
 Strong distribution channel

Suggestions
 Reduce the pricing
 Reduce the expenses on advertisement
 Penetration in rural areas

Surf excel-ppt

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