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LOGO
Objective
The main aim of undertaking this study is
to accomplish the following…
• To study the consumer buying behavior.
• To study the impact of advertising of surf
excels on consumer buying behavior.
• Analysis of customer awareness of product.
Washing Powder Market IN India
source : IMRB
Segmentation Of Detergent
Powder Market
PREMIUM
Surf excel -Automatic & Quick wash & Ariel-
Ultramatic
MID PRICED
Surf Excel Blue, Tide,
Stain Champion
MASS MARKET
Wheel , Fena, Nirma,Ghadi etc.
Laundry Care Market
Washing Powder (51
percent)
Detergent Bars
Liquid
(New Entrant)
Introduction
Fabric Wash Market in India • Total Market Size Rs. 8800 Crores
• Total Volume- 2.3 Million Tonnes +
• 98 percent Penetration in India
• CAGR -10 per cent
Consumption Pattern Increase 55 per cent Urban (14 percent users of Washing Machine)
45 per cent Rural
Major Players • HUL
• Nirma
• Ghadi
• P&G
Source : Business Standard, 29-11-07
Background history
1959 – HUL Introduced SURF.
SURF EXCEL: Derived from “SURFACTANT”
1990 – Emergence of concentrate & Mid price segment powers.
Ad Campaign “ Daag Doonthe rah jaoge” was launched.
1996 – Surf Excel launched. Ad Campaign “ Jaise bhi Daag ho, Surf Excel hai na”
2003 – Surf Excel Quick wash launched “ Ad campaigns on Shortage of water across country”
2005 – Ad Campaign “ Daag Acche hai na “.
Varieties of surf excel
Surf Excel quick wash
Surf Excel Blue
Surf excel matic
Liquid & Detergent bar 4
2
3
1
Research methodology..
Secondary data
Primary data
1)Qualitative Research
A. Observation method
B. Interview
2)Quantitative Research
A. Questionnaire design
B. Pilot Testing
C. Questionnaire correction
D. Sample Size(30)
E. Analysis
SURF-EXCEL 56%
ARIEL 17%
TIDE 17%
OTHERS 10%
129 140
110
130 142
85 95 100 105
120
70
130
0
20
40
60
80
100
120
140
160
SURF EXCEL OTHERS
Surf excel with different
parameter
SACHET
POUCH
20%
250-500 gm
20%
1Kg 37%
LARGE
PACKETS 23%
OTHER 23%
1
3
12
14
OVER-ALL EXPERIENCE
Bad Natural Good Very
Good
Sample Size: 30
0
2
4
6
8
10
12
14
16
18
Automatic Quick-wash Blue Bar
unaware
not used
used
Awareness level
LIKE 97%
DONT LIKE 3%
Observation
Why Surf excel ?
The answer can be found out by taking a brief look at
Maslow’s Hierarchy of Needs. There are two basic needs that
play along like proponents.
• One is the Social needs (for instance, being clean and
acceptable in the society) and
• The other need acts like a catalyst which is Egoistic
needs(i.e., customers who thinks that buying or using Surf
Excel will give them a higher status compared to using other
detergents).
Functionality and Surf excel
Recommendation:
The possibilities are endless. For example, shampoo penetration is
one of the lowest in Asia. Similarly fifty per cent of the population
still uses laundry soap to wash their clothes which comprises
mainly the low income group. Unilever has 40pc of the market for
detergent powder (Surf Excel). A switch from laundry soap to
detergent powder will be hugely beneficial to Surf Excel and
ultimately for Unilever. Profitable growth will be sustained through
focused brand building, innovation and superior management of the
supply chain to achieve cost competitiveness.
Some consumer feel that price of Surf Excel is too high.
Survey reveals that most of the customers are not aware of the Surf-
excel automatic, surf-excel quick wash. And the normal tendencies
of the customer are to consider all the variety of product as same.
So for this HUL should create an awareness of what exactly are the
varieties of surf-excel and what are the functional benefits of those
product.