BRAND MANAGEMNT

GROUP – 4
ADITYA – 18
MILAN -20
HEMANG – 21
SHEKHAR 25
UTKARSH VERNEKAR - 51
Launching History
Starting its journey in India in 1959, Surf remained the first detergent in the sub-continent.
This product from Unilever and later called HUL or Hindustan Unilever showed their urge to
replace the bar soaps. It is mostly used by the households and families in the Indian Sub-
continent.
It was known as Surf and later in 1996 its name was changed to Surf Excel. The product
name is presently replacing the word detergent powder in the entire country. Reasons of
migration Surf to Surf excel was because Surf became known only for whiteness, Surf Excel
as stain removal and it Positioned with the baseline ‘removes stain without fading colours’
(Surf Excel Hai Na. To boost its image as that of a modern and contemporary brand.
Meant for the purpose of householders, it targeted the middle-income group of the nation
because they hold the major share in the entire population of the continent. Surf not only
created history in India from the angle of first detergent powder but also remained the first
detergent brand to come on the TV screen. 

Surf created a new history in India with its Promotional strategy

One of the key reasons for Surf to capture the Indian market successfully is its appropriation
of Niche. Unlike targeting the whole market, it targeted the middle-income group and the
householders. However, in terms of promotion, Surf Excel made some miracle in the Indian
market. The sensation had such a root that, the entire name of detergent powder has been
replaced by Surf. 
From the beginning itself, it focussed on the TV screen. Perhaps they assumed it to be the
future knowledge box of the middle class. One after another, it telecasted important messages
as taglines. Alongside with that, applied some easy techniques to attract the middle class
towards it. Here are some of the best strategies that it followed to find immense success – 

 Surf Excel Telecasted Lalitaji as the middle-class housewife in reply to the star-casts
of its competitors. Thus, they established itself as the most essential household product for
all Indian families. 
 ‘Jaise Bhi Daag Ho… Surf Excel Hai Na!’ is the tag of them, they adopted next. It
showed the confidence its consumers are having on it. The tagline also made it very much
popular to the next generation, standing at the dawn moment of Year 2000. 
 It then came up with a campaign – ‘Do Bucket Pani ab Rojhana hi Bachana’. This
campaign marked its technique adopting skill and with that established householder’s ease
for using it. This particular campaign promoted their Quickwash product perfectly. 
 ‘Daag Accha Hain’ remained their latest tagline from 2005. Till now this tag is
standing out from them with different changes in TV ads. This tagline made a real
difference for them. Because it shows the philosophical relation of dirt with humanity and
hence providing a social message to all.
 In 2006, Surf Excel 1010 offered INR 5 lakh scholarship for students, alongside with
‘Dirt is good’. This particular campaign helped Surf to make a comeback with a new
approach. 
 It has launched initiatives like “Surf Excel and You” to suggest mothers to teach the
habit of active learning in their children. On this forum, mothers can share their pride
stories and special moments with their children. Surf Excel has also used social media
platform like Facebook and Twitter to build the community relationship.
 Different campaigns of Surf
 In 1999 – “KuchKhana, KuchGirana… Surf Excel Hai Na”.
 In 1990’s - “Daag Dhoondte Reh Jaaoge” and “Surf Excel Hai Na” campaign.
 In 1996 – “Jaise bhi daag ho daag ache hain”.
 In 2000 - Save 2 buckets of water.
 In 2003 - “Jayega Nahin Jayega”
 In 2005 - “Agar Daag Lagne se kuch acha hota hai, toh Daag Acche hai”
 In 2006 – “Good News, Bad News
 In 2017 – “Haar ko Harao
 In 2019 – “Rang laye Sang” and “Ghule Ghule”
 Finally saying, Surf Excel sprang itself to some useful packet versions, making it
available at all stores and in all forms. For daily use at home to usage in trips and travels,
it established itself as the detergent of the nation. One of the main facilities are the Surf
Excel is available in different size of packets. 

Introduction to Ariel

Ariel is a laundry detergent product under the flagship of its parent company “Procter &
Gamble”. This international brand has spread its base in different parts of the world with its
regularly updating products.

Marketing and Promotions by Ariel:

This has been the differentiating factor for the brand from its counterparts. The tagline of the
brand is ‘Your Laundry Will Thank You’. The brand always focuses on showcasing the
technology used in making the product and how it is innovative and different than others.

A lot of campaigns are done by the brand on the lines of ‘seeing is believing’. The ads focus
on the fact that what we show you is what happens in reality when you use Ariel to wash
your laundry.

The current brand ambassador of the brand is star chef Sanjeev Kapoor who has done various
advertisements for the brand focusing on the fact that however bad the stain on your clothes
is, Ariel is here to clean it up and maintain the quality of the fabric as well.
Partnership with LG washing machines (It considers Ariel detergent the best for its washing
machine) Partnership with Manish Malhotra for promotion of the detergent.

#ShareTheLoad Campaign:
This campaign was introduced by the brand in the year 2016 and it was very well received by
the audiences. The aim behind this campaign was to promote the fact that doing laundry is
not only the job of the woman in the house. It was very well-made campaign and it did touch
the correct string in the minds and hearts of the audiences.

Ariel is also known for making detergents for specific washing machine as well. It has a
range of detergents for a front load as well as a top load machine. It focuses on educating the
audience too, by sharing information on what to use, which detergent to use and how much of
it is to be used while doing the laundry. As the brand makes various formats of detergents,
knowing which one to use when is something that the brand focuses on through their website
as well as YouTube channel.

OLD ARIEL
SEGMENTATION:
Demographic segmentation – young and middle aged women who wash clothes for their
family
Geographic segmentation - this add is trying to capture the attention of people staying in
Urban and semi-urban areas of India
People who own a washing machine because the product being advertised is to be used in
washing machines
TARGET GROUP
The add is targeting the people in the middle or in the upper middle class of society because
they have the purchasing power to buy the detergent, specific to only washing machine use.
Targets of this add are the ladies of household who wishes to keep their clothes clean and
remove the toughest stains from the clothes as shown in the add
POSITIONING
The advertisement is positioning the product as India’s best stain removal in 1 wash. Which
relays a message to the people that you only need to wash your clothes once to remove the
toughest stains from them.

NEW ARIEL
Segment
Premium product – People who want quality and are ready to pay more price for good quality
product
Geographic segmentation – this add is made for the people staying in the urban areas and
metropolitan cities.
People who own a washing machine because the product being advertised is to be used in
washing machines

Target customers
Upper middle class and rich class of the society who use a washing machine to wash their
clothes this are the people this advertisement is targeting because they have the purchasing
power to own a washing machine and the specific detergent to be used in these washing
machines.
The advertisement is targeted towards single parents specific to singles dads and the male
population

Positioning
The advertisement is positioning the product by saying it is for all the single dads out there,
Ariel helps make tough, easy by removing the toughest stains in 1 wash.

Differences and Changes from Old to New Advertisement

The major change here from old to new advertisement is that in the old advertisement they
were targeting the women customers and consumers but in the new advertisement they are
targeting the male customers and consumers.

Motivating customers and Customers perception

Through these adds the brand is trying to motivate customers to buy their detergent by saying
that it is the NO. 1 stain removal detergent in India and you just need one wash to remove the
toughest stains if you use these detergent.
Through these adds the brand is influencing the customers to perceive this brand as a
premium detergent brand of great quality. Ariel wants the people to perceive its brand and its
product to be associated with washing machines so when a customer thinks about a detergent
to be used in washing machine the products of Ariel will come to the customer’s mind.

OLD SURF EXCEL

Segmentation
Family Structure - All types of family types which include, joint family, nuclear family,
single parent family and grandparent family can use Surf Excel Easy Wash that is what being
advertised in this add.
Geographic segmentation - this add is trying to capture the attention of people staying in
Urban, semi-urban and rural areas of India.

Target Group
Every Indian Household specifically the ladies in the households because in India it is
believed that the lady is the one who washes the clothes.
Middle to Upper income groups because this group of people will have the purchasing power
to buy this particular brand of detergent.
The people who use powder detergent to wash their clothes.

Positioning
The advertisement is Positioning the product as a powdered detergent which dissolves faster
in water and removes the toughest stains and has the power of ten hands.
It has an emotional connection with people as it uses children in its advertisements.

SURF EXCEL NEW

Segmentation:
Family Structure - family types which include, nuclear family and single parent family can
use Surf Excel Easy Wash liquid that is what being advertised in this advertisement
Geographic segmentation - this add is trying to capture the attention of people staying in
Urban, semi-urban and rural areas of India.

Targeting:
Every Indian Household specifically the ladies in the households because in India it is
believed that the lady is the one who washes the clothes.
Middle to Upper income groups because this group of people will have the purchasing power
to buy this particular brand of detergent.
The people who use liquid detergent to wash their clothes.

Positioning:
They position the product as a fast dissolver and fast stain removal through hand wash.
It has an emotional connection with people as it uses children in its advertisements.

Differences and Changes from Old to New Advertisement

The major change here from the old advertisement to the new advertisement is that in the old
one they were advertising the features and benefits of the Surf Excel Easy Wash which is a
powdered detergent and in the new advertisement they are doing the same thing to a liquid
based detergent which is Surf Excel Easy Wash Liquid and with a new tag line that is “Ghule
Ghule”

Motivating customers and Customers perception

By looking at the advertisements the perception of this product in the mind of customers that
it is easier to use then the other products of surf in the same category.
Motivation to Buy
Dissolves very fast in water.
Removes any stain very easily and faster.
Easy to use & Very time efficient.

Re-Positioned Advertisement for Ariel

Segment
Geographic segmentation – this advertisement is made for the people staying in the urban
areas and metropolitan cities.
People who own a washing machine because the product being advertised is to be used in
washing machines.
People who was their clothes on their own clothes and stay alone or with a roommate.

Target customers
Middle class and upper middle class of the society who use a washing machine to wash their
clothes this are the people this advertisement is targeting because they have the purchasing
power to own a washing machine and the specific detergent to be used in these washing
machines.
The advertisement is targeted towards the Adult male population specifically college students
and working men.

Positioning
The advertisement is positioning the product by saying it is easy to remove the toughest
stains in 1 wash in a washing machine and it’s trying to portray a message, specifically to the
male population that you can wash your own clothes and remove the toughest stains.

Re-Positioned Advertisement for Surf Excel

Segmentation:
Geographic segmentation - this add is trying to capture the attention of people staying in
Urban, semi-urban and rural areas of India.
Men who stay alone or with a roommate, those who need to wash their own clothes.

Targeting:
Middle to Upper income groups because this group of people will have the purchasing power
to buy this particular brand of detergent.
The male population between the age group of 18-30 specifically the college students who
stay alone or with a roommate because they need to wash their own clothes and men who are
employed and stay alone.
The people who use liquid detergent to wash their clothes

Positioning:
They position the product as a fast dissolver and fast stain removal through hand wash and
has the power of 10 hands.
It portrays a message that it is easy to use and the men can use it to wash their clothes and
remove the stains and get the results as a before when their mom use to wash their clothes
and they were used to be spotless.

Print

Advertisements