1. Surf Excel
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.
4. PLACE
Great distribution & availability
Covering throughout Pakistan
Distribution channel
PROMOTION
5. Promotion is mainly through
Ads,billboards
Public relation( parks,art club & games for children)
Sales promotion
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 ClausCarnival
etc. Surf Excel : Daag Acche Hain
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 Surf Excel
Daag Acche Hain
PRODUCT
6. PRODUCT
SURF EXCEL
Advance
Tropical
Small & mighty
Automatic
Blue detergent
Quick wash
Quality: Removal of stain 10/10 reflects its quality
Brand name: Strong brand name
Packaging: attractive, colourful & unique,Convenience product
Surf Quick wash VS ARIEL COMPLETE
• Low Lather detergent
powder
• Contains pink
noodles, green and
blue speckles