Surf Excel 4Ps of Marketing. Various marketing approach of Surf excel in India. 4Ps marketing strategies.

1. 1
Koushik Dutta
MBA 2nd Semester
Marketing Management
School of Management
Sciences,
Indian Institute of Engineering
Science and Technology,

2. COMPANY OVERVIEW
 Hindustan Unilever Limited (HUL) is an Indian consumer
goods company based in Mumbai, Maharashtra. It is owned by
Anglo-Dutch company Unilever which owns a 67% controlling
share in HUL. HUL's products include foods,
beverages, cleaning agents and personal care products.
 HUL was established in 1933 as Lever Brothers India Limited
and, in 1956, became known as Hindustan Lever Limited, as a
result of a merger between Lever Brothers, Hindustan
Vanaspati Mfg. Co. Ltd. and United Traders Ltd. It is
headquartered in Mumbai, India and employs over 16,500
workers, whilst also indirectly helping to facilitate the
employment of over 65,000 people. The company was renamed
in June 2007 as “Hindustan Unilever Limited”.

3. BRANDS - HUL
 HUL is the market leader in Indian consumer products with presence in over 20 consumer categories
such as soaps, tea, detergents and shampoos amongst others with over 700 million Indian consumers
using its products. Eighteen of HUL's brands featured in the ACNielsen Brand Equity list of 100 Most
Trusted Brands Annual Survey (2012), carried out by Brand Equity, a supplement of The Economic
Times.
 The "most trusted brands" from HUL in the top 100 list (their rankings in brackets) are: Clinic Plus (4),
Lifebuoy (10), Fair & Lovely (11), Rin (12), Surf Excel (13), Lux (14), Pepsodent (17), Closeup (19),
Pond‟s (20), Sunsilk (26), Dove (37), Vim (43), Pears (79), Lakme (81), Vaseline (86), Wheel (87),
Hamam (95) and Rexona (96).
 The latest launches for Hindustan Unilever include: Surf Excel Easywash; Lakmé eyeconic range; Vim
Anti Germ bar;Pureit Marvella UV with Advance Alert System; TRESemmé: For Salon style hair at home
everyday; Clinic Plus: Milk Protein Formula A++; Comfort 1 Rinse; Bru Exotica Guatemala; Closeup:
Deep Action; Dove Hair Fall Rescue Treatment; Taaza: Taazgi bhari chaai, dimaag khul jaaye.

4. © HUL

5. BRANDS - HUL
 The company has a distribution channel of 6.3 million outlets and owns 35 major Indian brands.[8] Its
brands include:

6. BRANDS - HUL
 The company has a distribution channel of 6.3 million outlets and owns 35 major Indian brands.[8] Its
brands include:

7. PRODUCT OVERVIEW
 Surf Excel, launched in 1948 under the brand
name „Surf‟ in Pakistan & in 1959 launched
in India as a first detergent powder.
Initially, the brand was positioned on the clean
proposition of “washes whitest”. However, with
the emergence of numerous local detergent
manufacturers and the entry of other global
brands, Surf Excel underwent various changes
in its Brand Communication. This is in line with
the global communication platform of Dirt Is
Good, which is a communication strategy
of Unilever for its premium detergent
products, sold under various brand names;
such as Omo in Brazil, Persil in UK and Skip in
France, Greece, Spain and Portugal. Some of
the other major detergent products of Unilever
in India are Rin and Wheel. The latest entry
into the segment is Comfort, a Fabric
Product
Place Promotion
Price
Tgt Mkt

8. INDIAN LAUNDRY MARKET - $1.3 BILLION
Euromonitor International:

9. MARKETING MIX
 The Marketing mix is a set of four decision variables which need to be taken before launching any new product.
These variables are also known as the 4 P‟s of marketing. These four variables help the firm in making strategic
decisions necessary for the smooth running of any product / organization. These variables are
 Product: A product can be divided into three parts: the core product, the augmented product and the tertiary product. Before
deciding on the product component there are some questions which we might need to ask ourselves.
 What product are we selling?
 What would be the quality of we product?
 Which features are different from the market?
 What is the USP of the product?
 Whether the product will be branded as sub brand or completely new?
 What are the secondary products which can be sold along with primary (Warranty, services)
 Price: Pricing of a product depends on a lot of different variables and hence it is constantly updated. Major consideration in
pricing is the costing of the product, the advertising and marketing expenses, any price fluctuations in the market, distribution
costs etc
 Place: Place refers to the distribution channel of a product. The place where the product is distributed depends on the
product and pricing decisions, as well as any STP decisions taken by a firm.
 Promotions: Promotions in the marketing mix includes the complete integrated marketing communications which in turn
includes ATL and BTL advertising as well as sales promotions. Promotions are dependent a lot on the product and pricing
decision.

10. MARKETING MIX- PRODUCT MIX
Surf excel
Liquid Detergent
Surf Excel
Easy Wash
Surf Excel
Quickwash
200 ml, 500 ml, 1050 ml
On the basis of consumers‟ need and their income level, the company has segmented, targeted and
positioned their detergent products & prices to fulfil everyone‟s need.

11. MARKETING MIX- PRODUCT MIX
Surf Excel
Matic Top Load
Surf Excel
Matic Front Load
Surf Excel Bar
Surf Excel
Gentle Wash

12. MARKETING MIX- PRODUCT MIX
Surf excel
Liquid Detergent
200 ml, 500 ml, 1050 ml
Comparison with TIDE

13. MARKETING MIX- PRICE INDIA PRICE WAR
Flash back to the 80‟s
The first Detergent War was fought in the 80‟s
when a small manufacturer in Gujrat aggressively
marketed a detergent powder called “Nirma”
Nationally at one-fifth of the price of existing
brands.
The launch changed the profile of the Indian
Detergent Industry.
Loss its Market Share

14. MARKETING MIX- PRICE INDIA
The pricing strategy of the company for SURF EXCEL have always been in accordance with its
competitor, consumers‟ income level.
Surf excel
Liquid Detergent
Surf Excel Bar

15. MARKETING MIX- PROMOTION INDIA  Quality Promotion about the
products

16. MARKETING MIX- PROMOTION NDIA  Free tips about Laundry Products

17. MARKETING MIX- PROMOTION INDIA  Engaging their brand with people,
mainly with children

18. MARKETING MIX- PROMOTION INDIA
 1st national detergent brand on TV
 Different format of communication
 Organizing various occasions like Children festival
 Sales promotion through aggressive pricing
 Quality centric approach i.e. Surf excel = 10 hands power.
 Very much engaged with society mainly children
 Providing tips for the children on outdoor games
Dag Achhe Hain – The tag line of Surf excel

19. MARKETING MIX- PROMOTION INDIA
 CHILDREN‟s Surf Excel

20. MARKETING MIX- PROMOTION INDIA
 Why “DAG ACHHE HAIN”???
Dag of #Achaar, #Paint & #Clay are not big deal for Surf Excel to remove.
So, enjoy the moment of DAG.
Dag ache hain!

21. MARKETING MIX- PROMOTION INDIA

22. MARKETING MIX- PLACE INDIA
 HUL distribution network – key strength
which helps reach out its product across the length and width of the vast country.
 Direct coverage in over 1 million retail
 80000 stockiest
 30000+ supplier and associates
 Available in every shopping mall, retail stores like BIG BAZAR, MORE etc.
 Network
 Factory »»» Company »»» Warehouses »»» Distributor »»»
Market
 Factory »»» Wholesaler & Big retailers (Bulk Orders) »»» 35%
Sales

23. THANK
YOU