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DAAGDAAG ACHEACHE HAIHAI !!Presented By-Suman SharmaRaviraaj WadeSunny Kharote

Rucha Muranjan

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Right from Lalitaji, representative of the true-blue costconscious Indian woman, till the inspiring storyboards oftoday, Surf Excel has done it all and in style!

HLL to revise Surf Excel pricing - A change in the pricinstrategy for HLL Surf Excel brand, which dominates the 5,000 crore detergent powder market, seems to be on thecards.

HLL is now reworking the Surf Excel strategy by movinaway from positioning the brand on functional benefits, tbuilding an emotional connect.

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To start with, HLL has signed up South African cricketerJonty Rhodes to be the Surf Excel endorser and has lineda Rs 10 crore promotion over a three month period.

HLL Aims To Turn The Tide, Slashes Surf Excel Price

HLL was facing competition from the medium- priced

detergent brand from P&G Tide

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Surf Excel is currently running two campaigns riding on popularity of the "Daag Ache Hain" ( Dirt is good)campaign.

The new campaign too strikes a chord with the consumerPower of a "Big Idea.The second campaign takes a cue from the World cup. Thad features a group of kids preparing for World Cup 2015

HLL is aiming at gaining another 15 per cent marketsharthe Rs 350-crore premium detergents market.The company has re-packaged the product using brickpackaging which is a first among detergents in the countr

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30 gms 2kg125gms 1kg

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MAJOR PLAYERSMAJOR PLAYERSHUL ( blue, Quick wash, Automatic)

Nirma

P&G ( Tide,Arial)

Henkel India (Mir, persil, porwall, vernel, purex

Reckitt Benckiser ( Varnish)

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FIGHTING COMPETITIONFIGHTING COMPETITIONThe latest move comes in the wake of the high profilelaunch of Tide detergent bar.

Tide and Ariel always created problems for Surf and Rinmigration of Rin Supreme bar to Surf Excel bar is aimedcountering Tide.

HLL has announced a drastic reduction in price by Rs 20kilo on Surf Excel, its premium detergent brand, making cheaper than competing brand Ariel from Procter & Gam(P&G). price cut, from Rs 155 to Rs 135 per kg.

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FIGHTING COMPETITIONFIGHTING COMPETITIONApproaching new markets.Switching consumer from existing products.

Launching product extention / product variant.

Changing from rational appeal to emotional appeal.

Price slash.

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Law of demand : Law of demand states that the amountdemanded of a commodity and its prices are inverselyrelated, other factors remaining constant.

Factors affecting demand:Price of the product,Price of substitutes and complements,

Income of the household,Taste and preference of the household, andThe amount annually spent on advertisement of theproduct.

DEMAND ANALYSISDEMAND ANALYSIS

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Surf Excel holds 38% of the 5000 crore detergent market

It is undisputed market leader.

BRAND EQUITYBRAND EQUITY

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SWOT AnalysisSWOT AnalysisSTRENGTHS:STRENGTHS:

Strong R&D

Different offers and schemes.

Strong distribution channels

Strong marketing

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WEAKNESSWEAKNESS::

High expenses on advertising

Not environmental friendly

High prices

Low awareness in rural market

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OPPORTUNITIES:OPPORTUNITIES:

Penetration in rural market.Increase in the frequency of usage.New consumer market.

Price Ind ex Size Mar ket growth

TO NEAREST COMPET ITORU n ilever b ra nd Relative share

Price

PREMIUM 15% ++ Surf Excel 2.4

MID-PRICED 25% ++ RIN 1.8

MASS 60% + Wheel 1.4

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THREATS:THREATS:

Competition from organised and unorganised players

Increase level of competition

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THANK YOU!!!..THANK YOU!!!..