Surf Excel

PRESENTED BY:-• Shweta nimare (05)• Nidhi lodha (06)• Dharmesh joshi (08)• Ronaksingh wadhwa (13)• Saurabh vishnoi (18)• Amit bansal (25)

Guided By:- Prof. Amita Lal

India Leading Emerging Market

BRAND EVALUTIONHISTORY:-• Launched in 1959 & first in Indian detergent powder mkt.• It was the first Fast Moving Consumer Goods (FMCG)

for Detergent. • brand to set up a one-stop shop - called Care line - for people seeking solutions to their varied laundry

problems.• Surf was the first brand of detergent that was advertised on TV. It is advertise

on more than 300 channels across the globe . • introduced the concept of bucket wash to housewives hitherto used to

washing clothes with laundry soap bars.

Product management of SURF EXCEL1. Branding2. Market Segmentation3. Positioning and Differentiations strategies4. Distribution Channel

Structure Strategy

5. Advertising planning6. Pricing concept and Strategies7. Sales Management8. Marketing Research

Major Players

• HUL ( blue, Quick wash, Automatic)• Nirma• P&G ( Tide,Aerial)• Henkel India (Mir, persil, porwall, vernel,

purex)• Reckitt Benckiser ( Varnish)

Distribution channel

DEMAND ANALYSISFactors affecting demand:

Price of the product,

Price of substitutes and complements,

Income of the household,

Taste and preference of the household, and

The amount annually spent on advertisement of the product.

Law of demand : Law of demand states that the amount demanded of a commodity and its prices are inversely related, other remaining constant.

CAUSES OF CHANGES IN DEMAND :Increase in demand decrease in demand

Consumers income rises Consumers income fall.

Prices of substitute good rises Prices of substitute good fall

Prices of complements fall Prices of complements rise

Taste and preference change Taste and preference change

in favour of the commodity in against of the commodity

CROSS ELASTICITY OF DEMAND :

Cross Elasticity of the demand is defined as the ratio of the percentage change in the demand for one good to the percentage change in the price of some other good.

Substitute goods: Tide, Ariel, Rin, ghadi etc. Cross Elasticity will be positive in this case

Complement goods: detergent cake, liquid soap . Always negative.

Pricing strategy

• Primary :1.Cost-plus pricing : Mark-up to the cost of the

product2.Competitive Pricing : Price dependent upon

price of the competitors.• Secondary : Customer-Segment Pricing

SWOT Analysis

1. STRENGTH:- Business to Business• It nurture customer relationship to create and maintain our status as

preferred supplierMarketing

• It is most exciting operation of its kind in the worldSupply chain

• it takes real strength of intellect and character to take on the planning, making or distribution of our products. • World class people deliver world class logistic

Brand Equity

IInformation Management and technology• this is often applying breakthrough science on a grand scale, with speed

and with tangible results enough complexity and convention, inspiring everyone to improve the way we do business.

Research and Development• its products don’t make empty promises but deliver it.

2 . WEAKNESS :-• No environment friendly as contain sodium and potassium salts of fatty

acids which are less biodegradable than soap. As compared to NIRMA it is less biodegradable.

• Causes biomagnifications of water bodies which then degenerates and depletes the aquatic resources as well as degrades the amount of oxygen which results into loss of aquatic bodies as well as plants .

• Price is high due t still not reached to mass of customers. But new marketing and sales innovations have resulted into greater penetration in to rural market.

• Product awareness is still not high among Rural masses. The recognition is still low.

OPPROTUNITIES :-• As its new product SUR AUTOMATIC is based on proprietary technology after

extensive research. It reduces the time taken for rinsing, reduces the amount of water uses by 40%

• The laundry consumes about 20% of household water so this technology will make a great impact.

• SURF is coming up with a scholarship scheme like DISHA abhiyan which provides educational benefits to lower strata of the society. This has really helped surf to build corporate social image. It creates brand awareness.

• The detergent market is growing by 9.2% every year so SURF has great chances to increase in market shares.

• The market penetration of NIRMA is 77% AND surf is 56% but with repositioning and constant innovation, SURF is emerging as a market leader.

4 . THREATS :-• Facing stiff competition with P&G’S ARIEL & TIDE, as ARIEL is coming up with

constant innovative technique.• In urban India consumers are now being exposed to and trying several categories

such as mobile phones, leisure, durables etc. so downgrading their FMCG products purchases.

• Rural demands have been dampened by three unusually poor monsoon in the last 3 years so marketing is declining.

Thank you