An Overview of Surf Excel

By:
Abdul Khadar

Introduction
Fabric Wash Market in India
o Total Market Size Rs. 8800 Crores
o Total Volume- 2.3 Million Tones +
o 98 percent Penetration in India
o CAGR -10 per cent

Consumption Pattern Increase

55 per cent Urban (14 percent users of Washing Machine)
45 per cent Rural

Major Players
o HUL
o Nirma
o Ghadi
o P&G

Source : Business Standard, 29-11-07

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

Other Products of HUL :-

PRODUCT OF FOCUS
SURF EXCEL
It is the oldest detergent
To be present in INDIA
Since 1960.
It believes that children
must be free to
experience their LIFE for
themselves

PRODUCT

SURF EXCEL
Advance
Tropical
Small & mighty
Automatic
Blue detergent
Quick wash

BRAND EVALUTION
HISTORY:

Launched in 1959 & first in Indian

detergent powder market.

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 who were used to

washing clothes with laundry soap bars.

Washing Powder Market In India

Laundary Care
Market

Washing Powder
(51 percent)

Detergent Bars

Liquid
(New Entrant)

Segmentation Of
Detergent
Powder Market

MASS MARKET

PREMIUM
Ariel- Ultramatic & Spring
clean Surf -Automatic &
Quick wash

MID PRICED
Surf Excel Blue, Tide,
Stain Champion

Wheel , Fena, Nirma,Ghadi

etc.

source : IMRB

Size

Surf excel
Quick wash

Surf excel
blue

Surf excel
automatic

Sachet

Rs. 2/-

Rs. 2/-

200 gm

Rs. 23/-

Rs. 20/-

500 gm

Rs. 56/-

Rs. 41/-

Rs. 80/-

1 kg

Rs. 109/-

Rs. 155/-

Segmentation:
Surf was launched in 1959.
A family brand with tough stain removal and caring
image.
- International to Ultra to Excel
Surf Excel is available in 4 variants:
o Surf Excel Blue
o Surf Excel Quick Wash
o Surf Excel Automatic
o Surf Excel Detergent Bar

o HUL have three brands in laundry

category..
1. Surf excel 2. Rin
3. Wheel

In 2006 Rin supreme bar was

replaced by surf excel bar.
Mainly targeting mothers and
children
o Positioning as every type of stain
removal.
o

Surf Excel is available in 3 variants:

Surf Excel Blue, Surf Excel Quick Wash
and Surf Excel Automatic.

Surf Excel
The Lalitajee Campaign
Surf Excel Automatic Testimonials by
IFB
Daag Acche Hain

Competition By other Brands:

SWOT FOR SURF EXCEL

STRENGTH
Indias largest selling detergent company.
Brand innovation and renovation.
Reach of the product.
Competitive advantage.
Supply chain & distribution.

Weakness:
Labor and input cost
Costly
Managing scale
Raw material

OPPORTUNITIES
Indian market for FMCG is growing @ 20%
Niche target market.
Market penetration

Geographical export

THREAT
Cheaper product eat into HUL market share.
Competitor trade strategy.
Urban consumer are shopping less.
Product from its own stable.

Conclusion:
Experienced players.
Competitive advantage with well laid distribution and
retail network.
Innovative advertising approaches.
Willingness to venture out with new variants.
With Addition to the above they have to concentrate on
the following:-

1.Explore Rural Markets

2.Invest in Research for Niche Products
3. Find New Consumer Categories
4. Fight Regional Players with a Customized Market Plan

Questionnaire:
Basic Information:
Name:
Occupation:
Age:
Marital Status:
1.How do you wash your Cloths..?
a.By Hand b. By Machine
c.Others

2. What is the current brand of detergent you are

using..?
a.Wheel
b.Rin
c.Surf Excel
d.others
3. Which detergent have you used in past..?
a. Rin
b. Surf Excel
c. Wheel
d.others
4.Which product variety of surf you like to use?
a .Quick Wash
b.Advance
c.Tropical
d.Others

5.What Kind of smell do you like in Detergent?

6. What is the most preferable promotional Scheme?

7. Which Brand has the most Influential Ads?
8. Does your consumption of washing powder is seasonal?
a.Yes
b.No
9. Through which medium of promotion you are more likely
influenced?
10. How loyal are you with your current brand of detergent?
11.Any Suggestions??