Surf Excel IMC in India

Gro

up 9

Aditya Kumar Singh

Anusha K

Archita Joshi

Chittam Kushal

Debojyoti Burman

Gautam Sethi

Govind Raj Kaushik

Prasanna Patange

Sec C

HUL: India‟s largest FMCG Company

More than 75 years of

experience in India

Products touch the lives of 2

out of 3 Indians everyday

No.1 and strong No.2 in more

than 95% of the business

Market

Capitalization > of $ 16 Bln

Surf Excel : Daag Acche Hain

Brand Categories

Food

Water

Health, Hygiene

& Beauty

Nutrition

Personal Care

Home Care

HUL: Brand Categories


SURF EXCEL Launched in 1959 as „Surf‟, it was the first detergent detergent powder in India

Surf Excel underwent various changes in its Brand Communication

In 1990, following the launch of Ariel, „Surf‟ became „Surf Ultra‟

In 1996, „Surf‟ redefined itself by launching Surf Excel

In 2003, the base variant Surf was re-launched as „Surf Excel Blue‟

In 2006, it added „Rin Supreme Bar‟ as „Surf Excel Bar‟ into its portfolio

1959

SURF

1990

SURF ULTRA

1996

SURF EXCEL

2003

SURF EXCEL BLUE

2006

SURF EXCEL BAR

Surf Excel: THE BRAND


Evolutionary History

Surf Excel: Current Range of Products


Integrated Marketing Communication - Overview


Marketing

Communications

Program

Brand

Equity

Advertising

Sales

Promotion

Events

Public

Relations

Integrative

Marketing

Word of

mouth mktg

Personal

Selling Direct

Marketing

Brand

Awareness

Brand

Image

Brand

Relationship

Communication channels to create brand equity

Brand

Responses

Surf Excel: A Journey in Brand Communication


1959: Surf was the first national detergent brand that used Television

for its advertisement

1970‟s: Launch of „Nirma Washing Powder‟

Surf introduced the legendary „Lalitaji‟ campaign to communicate the price

value equation

1990‟s: Rising competition in the mid price powder

segment with the launch of „Ariel‟

Surf launched the highly memorable “Daag Dhoondte Reh

Jaaoge” campaign

1996: Launch of Surf Excel

Introduced as a variant offering „Complete Cleaning and

Care‟,

Was communicated through the tag line “Jaise bhi daag

ho, Surf Excel hai na”

Surf Excel: A Journey in Brand Communication


2003: Surf was re-launched as Surf Excel Blue

The brand was communicated through the catchy “Jayega Nahin Jayega” tagline

2005: „Daag Acche Hain‟

Surf Excel broke the clutter by adopting

stains, thereby adopting the philosophy of

„Dirt is Good‟ („Daag Acche Hain‟)

Dirt is good was communicated through

different approaches with the tag line

“Agar Daag Lagne se kuch acha hota hai,

toh Daag Acche hai”

2006: Surf Excel Bar

Nationwide campaigning announcing

migration of Rin Supreme Bar to Surf

Excel Bar'

The campaign was based on „Good

News, Bad News‟ platform

Surf Excel: Segmentation


Segmentation Target Market

• Women, aged 25 and above

• Housewives esp. with kids

• High and upper middle income groups

Demographic

• Tier 1 and Tier 2 cities

• Bulkier SKUs in Urban markets

• Started targeting rural markets

Geographic

• Targeting A1, A2, B1, B2 SEC Psychographic

• Targeting quality driven customer who are ready to pay a premium

Behavioral

SURF EXCEL Surf Excel: Perception Maps


Quality

High

Low

Price

Surf Excel Ariel

Henkel

Mr. White

Wheel

Nirma

Tide

Price Vs Quality

SURF EXCEL Surf Excel: Perception Maps


Pro

tect

ion

High

Low

Price

Surf Excel

Ariel

Tide

Wheel

Nirma

Quan

tity

High

Low

Price

Surf Excel

Ariel

Wheel

Nirma

Cloth Protection Vs. Price Machine Usage quantity Vs. Price

Surf Excel: Creative Strategy for „Daag Acche Hain‟


History of Advertising

• Informational Appeal from early days of „Lalitaji‟

• Ads have been only about unhappy housewives

• Comparison of white shirt and yellow shirt

• Boring stereotype, predictive and formulaic ads

Breaking the Cliché

• Says its OK to soil your clothes for a good cause

• Known for its newness, simplicity and clutter breaking ability

• Emotional connect with the audience

• Focus centered around people rather than brand or the product, intangible aspects are highlighted

Present status

• Came up with Surf Excel „Forgiveness‟ Campaign (Sequel of „Daag Acche Hain‟)

• It has increased the brand recall value

SURF EXCEL Various categories of communication systems like broadcasting, print media, etc.

are used for Surf Excel

Billboards and posters

Surf Excel: Media Strategy (Traditional)


In the Print Media, such

as newspapers,

magazines, direct mails,

out doors, etc. are used

In the broadcasting

media, television and

radio (FM channels) are

the major tools

The frequency of ads is higher during the time slots 1.00 pm to 3.00 pm and 9.00

pm to 11.00 pm for stronger impact on target population

Word of mouth publicity

SURF EXCEL Title sponsors of TV shows (Surf Excel Little Masters)

Every year Surf Excel organizes children‟s festivals – Kala Ghoda 2010, 2009;

Anand Mela 2007, D-Mart 2008

Surf Excel: Media Strategy (Non- Traditional)


Surf Excel has it‟s own YouTube

channel wherein children share their

“Dirt is Good” experiences

Surf Excel tied up with the movie –

Chillar Party

Organizes various competitions , e.g. World‟s largest

Hand-Printing Competition (over 70,000 children

participated, Surf excel smart choice contest – lucky

winner to get Whirlpool washing machine

Online promotion strategies –website www.surfexcel.in

Various initiatives

“Surf Excel and You” suggesting mothers to

encourage active learning in their children, mother‟s

pride – in which mothers can share their pride stories

- special moments from the moment they have

children, knowledge beyond books, expert advice

Children‟s Club

Social media marketing through facebook – „Santa Claus

Carnival‟ etc.

Surf Excel: Media Strategy (Non- Traditional)


Surf Excel: Impact


The perceived quality of Surf Excel is now more compared to competition

brands

Long lasting impact on the consumer because of its emotional connect

Developed a positive attitude towards stains by highlighting child‟s

happiness over stained cloths

15-20% increase in sales in the Indore area

In a semi-urban area like Rau, sales increased by about 150% (from 6 Kg

a month to 15 Kg a month in a retail shop) over last 1.5 years

Out of 30 homemakers we interviewed brand recall was found to be

about 80%

0

50

100

Percentage of respondents

Percentage ofrespondents

Surf Excel: Recommendation


Concentrate more on trade promotions

Concentrate on consumer promotions

Increase trade margins (currently 7%)

Increase point of purchase displays and try to get more shelf space in

small scale retailers

Not sufficient presence in rural markets, product sells primarily in sachets

Company needs to reinvent ad campaign. It will be beneficial to associate

the brand with some social cause

Tie ups with electronic showrooms, hotel chains etc.

Recency Planning :

Reduce ads frequency during cricket tournaments, sports shows as the

expected impact on target audience is less

Also balance between frequency and continuity of media schedule

saves cost (as more than 50% of impact is of the first exposure)

Surf Excel: Proposed IMC


Revamped campaign with the tag line “Daag

Acche Hain, Aur Hamesha Rahenge”

Linking to a social cause, viz. save water

campaign

Specific ads during festive season especially

Holi etc

Holding special events for kids on festivals

like Ganesh Chaturthi, Krishna Janamashtami

in metros and tier-2 cities

Flash Mobs with kids

QUESTIONS ?

Surf Excel IMC in India

Education

daag acche

surf excel

surf excel

surf excel

surf ultra

perception

media strategy

print media