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HAI !!
Presented By-
Suman Sharma
Raviraaj Wade
Sunny Kharote
Rucha Muranjan
BRAND
EVALUTION
• Launched in 1959 & first in Indian detergent powder mkt.
• It was the first Fast Moving Consumer Goods (FMCG) for Detergent.
• Surf was the first brand of detergent that was advertised on TV.
It is advertised on more than 300 channels across the globe .
• HLL is now reworking the Surf Excel strategy by moving away from
positioning the brand on functional benefits, to building an
emotional connect.
• To start with, HLL has signed up South
African cricketer Jonty Rhodes to be the Surf
Excel endorser and has lined up a Rs 10 crore
promotion over a three month period.
• Nirma
• P&G ( Tide,Arial)
• Tide and Ariel always created problems for Surf and Rin. The
migration of Rin Supreme bar to Surf Excel bar is aimed at
countering Tide.
• Price slash.
DEMAND ANALYSIS
Law of demand : Law of demand states that the
amount demanded of a commodity and its prices are
inversely related, other factors remaining constant.
BRAND EQUITY
• Surf Excel holds 38% of the 5000 crore detergent
market.
• Strong R&D
• Strong marketing
WEAKNESS:
• High prices