2. Introduction | History
Top Indian Players | Market Share
Marketing Objectives | Strategies
Segmentation | Growth Opportunities
Understanding Consumer Needs
Pricing | Marketing Strategy
Competitive Advantages | Promotion/AD Campaign
Environmental Change and Innovation
Consumer Satisfaction and Research
Competitors : Ariel | Recommendation & Suggestions
Conclusion
3. 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
4. History of Hindustan Lever
1959 – HUL Introduced SURF.
1970 – Launch of Nirma Power. Brand Lalitajee launched.
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 “.
2006 – Rin – Supreme BAR. Ad campaign “ Good news, Bad news “
6. Surf Excel Ariel
To continue market leadership To increase market share
37.8% in Indian Market 7.7% P&G in Indian Market
Rating
8/7
Approaching New Markets Switch Consumers from Existing
Brands in the present Market
Launching Product Extensions Product Innovation
Maintain Brand Loyalty Increase Brand Loyalty
COMMON MARKETING OBJECTIVES
- Ensure top-of-the-mind recall
- Increase Frequency of Usage
- Launching Variants in the Washing Machine Category
- R&D for new product innovations
8. Surf was launched in 1959. Ariel was introduced in India in
1991.
Ariel contains unique Fragrance Rating
A family brand with tough
in detergents with new 7/6
stain removal and caring
image. technology based detergent
- International to Ultra to Excel
Surf Excel is available in 4 Ariel is available in 3 variants:
variants: Ariel Fresh Clean
Surf Excel Blue Ariel Spring Clean
Surf Excel Quick Wash Ariel Front-O-Mat
Surf Excel Automatic
Surf Excel Detergent Bar
9. SKU’s – Stock Keeping
Units
Sachet packs (Rs. 2) of Surf and
Ariel are targeting mass market
consumers, convenience and
affordability
Targeting Upwardly Mobile
group with increase in
disposable incomes
10. Surf Excel
- Brand Consolidation Strategy
Rating
- Change from Rational Appeal to Emotional Appeal 7/6
Marketing messages
Eg. Sasti cheez or achchi cheez me farak hota hai to Daag
Dhoondthe Reh Jaaonge to Daag Acche Hain
Ariel
- Introduced Variants for consumers at lower prices
- New product offerings like Supersoaker Ariel
11. SECOND PRICE WAR
FIRST SLASH : P&G as new entrant goes with Trial and Shift Consumer
- Ariel 20gm sachets (30% reduction) - Rs2
- Tide sachets (50% reduction) - Re1
Rating
Hindustan Lever Ltd (HLL) followed :
7/5
- Surf Excel sachet (50% reduction) - Rs1.50
SECOND SLASH : P& G cut prices on large packs, HLL followed
source : India Infoline Report 2004
12. HLL – SURF EXCEL P&G - ARIEL
• Largest and the second • Marketed at 100%
most profitable subsidiary
busin(42.6 % Input, 2004) of P&G, USA hence can
hence stakes higher absorb losses
Maintaining Brand Equity Target Market
Fragmentation
• Rin Supreme price
comparable to Surf Excel • Tide v/s Ariel
Blue
• Regional Players
13. STRENGTHS
SURF EXCEL ARIEL
• Rating
• Strong R&D. Global brand presence.
8/6
• Offers & Schemes.
• Less number of intermediaries in
• Strong Distribution Channel. distribution channel.
WEAKNESSES
SURF EXCEL ARIEL
• Expenses On Advertising. • Less Offers & Schemes
14. OPPORTUNITIES FOR BOTH
Rating
• Penetration in rural areas. Rating
7/5
7/5
• Both Can Increase Their Frequency Of Usage.
• New Consumer Markets
THREATS TO BOTH
• Competition from organized and unorganized players.
• Increased level of price competition.
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23. Surf Excel Ariel
The Lalitajee Campaign Consumer Attitudes researched new
technology and compact powder for Rating
washing machines 7/5
Ariel Springclean with fresh fragrance
Surf Excel Automatic 'Ariel - Whirlpool Superwash' - buy a
Testimonials by IFB Whirlpool Washing Machine for
Rs.238/- in Equal Monthly Installments
Daag Acche Hain Variants in the market
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27. Surf
- Experienced Player
- Competitive Advantage with well laid distribution and retail network Final
- Innovative advertising approaches Rating
- Willingness to venture out with new variants
51/40
Ariel
- Strong first mover advantage in the Pricing War
- Entrenched firmly in minds on basis of superior cleaning quality
- Need to bring out new variants
- focus on aggressive advertising important
Both need to venture out:
- Explore Rural Markets
- Invest in Research for Niche Products
- Find New Consumer Categories
- Fight Regional Players with a Customized Market Plan