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Surf Excel 4Ps of Marketing

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Koushik Dutta
Koushik Dutta

Surf Excel 4Ps of Marketing. Various marketing approach of Surf excel in India. 4Ps marketing strategies.

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1 Koushik Dutta MBA 2nd Semester Marketing Management School of Management Sciences, Indian Institute of Engineering Science and Technology,
COMPANY OVERVIEW  Hindustan Unilever Limited (HUL) is an Indian consumer goods company based in Mumbai, Maharashtra. It is owned by Anglo-Dutch company Unilever which owns a 67% controlling share in HUL. HUL's products include foods, beverages, cleaning agents and personal care products.  HUL was established in 1933 as Lever Brothers India Limited and, in 1956, became known as Hindustan Lever Limited, as a result of a merger between Lever Brothers, Hindustan Vanaspati Mfg. Co. Ltd. and United Traders Ltd. It is headquartered in Mumbai, India and employs over 16,500 workers, whilst also indirectly helping to facilitate the employment of over 65,000 people. The company was renamed in June 2007 as “Hindustan Unilever Limited”.
BRANDS - HUL  HUL is the market leader in Indian consumer products with presence in over 20 consumer categories such as soaps, tea, detergents and shampoos amongst others with over 700 million Indian consumers using its products. Eighteen of HUL's brands featured in the ACNielsen Brand Equity list of 100 Most Trusted Brands Annual Survey (2012), carried out by Brand Equity, a supplement of The Economic Times.  The "most trusted brands" from HUL in the top 100 list (their rankings in brackets) are: Clinic Plus (4), Lifebuoy (10), Fair & Lovely (11), Rin (12), Surf Excel (13), Lux (14), Pepsodent (17), Closeup (19), Pond‟s (20), Sunsilk (26), Dove (37), Vim (43), Pears (79), Lakme (81), Vaseline (86), Wheel (87), Hamam (95) and Rexona (96).  The latest launches for Hindustan Unilever include: Surf Excel Easywash; Lakmé eyeconic range; Vim Anti Germ bar;Pureit Marvella UV with Advance Alert System; TRESemmé: For Salon style hair at home everyday; Clinic Plus: Milk Protein Formula A++; Comfort 1 Rinse; Bru Exotica Guatemala; Closeup: Deep Action; Dove Hair Fall Rescue Treatment; Taaza: Taazgi bhari chaai, dimaag khul jaaye.
© HUL
BRANDS - HUL  The company has a distribution channel of 6.3 million outlets and owns 35 major Indian brands.[8] Its brands include:
BRANDS - HUL  The company has a distribution channel of 6.3 million outlets and owns 35 major Indian brands.[8] Its brands include:
PRODUCT OVERVIEW  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. The latest entry into the segment is Comfort, a Fabric Product Place Promotion Price Tgt Mkt
INDIAN LAUNDRY MARKET - $1.3 BILLION Euromonitor International:
MARKETING MIX  The Marketing mix is a set of four decision variables which need to be taken before launching any new product. These variables are also known as the 4 P‟s of marketing. These four variables help the firm in making strategic decisions necessary for the smooth running of any product / organization. These variables are  Product: A product can be divided into three parts: the core product, the augmented product and the tertiary product. Before deciding on the product component there are some questions which we might need to ask ourselves.  What product are we selling?  What would be the quality of we product?  Which features are different from the market?  What is the USP of the product?  Whether the product will be branded as sub brand or completely new?  What are the secondary products which can be sold along with primary (Warranty, services)  Price: Pricing of a product depends on a lot of different variables and hence it is constantly updated. Major consideration in pricing is the costing of the product, the advertising and marketing expenses, any price fluctuations in the market, distribution costs etc  Place: Place refers to the distribution channel of a product. The place where the product is distributed depends on the product and pricing decisions, as well as any STP decisions taken by a firm.  Promotions: Promotions in the marketing mix includes the complete integrated marketing communications which in turn includes ATL and BTL advertising as well as sales promotions. Promotions are dependent a lot on the product and pricing decision.
MARKETING MIX- PRODUCT MIX Surf excel Liquid Detergent Surf Excel Easy Wash Surf Excel Quickwash 200 ml, 500 ml, 1050 ml On the basis of consumers‟ need and their income level, the company has segmented, targeted and positioned their detergent products & prices to fulfil everyone‟s need.
MARKETING MIX- PRODUCT MIX Surf Excel Matic Top Load Surf Excel Matic Front Load Surf Excel Bar Surf Excel Gentle Wash
MARKETING MIX- PRODUCT MIX Surf excel Liquid Detergent 200 ml, 500 ml, 1050 ml Comparison with TIDE
MARKETING MIX- PRICE INDIA PRICE WAR Flash back to the 80‟s The first Detergent War was fought in the 80‟s when a small manufacturer in Gujrat aggressively marketed a detergent powder called “Nirma” Nationally at one-fifth of the price of existing brands. The launch changed the profile of the Indian Detergent Industry. Loss its Market Share
MARKETING MIX- PRICE INDIA The pricing strategy of the company for SURF EXCEL have always been in accordance with its competitor, consumers‟ income level. Surf excel Liquid Detergent Surf Excel Bar
MARKETING MIX- PROMOTION INDIA  Quality Promotion about the products
MARKETING MIX- PROMOTION NDIA  Free tips about Laundry Products
MARKETING MIX- PROMOTION INDIA  Engaging their brand with people, mainly with children
MARKETING MIX- PROMOTION INDIA  1st national detergent brand on TV  Different format of communication  Organizing various occasions like Children festival  Sales promotion through aggressive pricing  Quality centric approach i.e. Surf excel = 10 hands power.  Very much engaged with society mainly children  Providing tips for the children on outdoor games Dag Achhe Hain – The tag line of Surf excel
MARKETING MIX- PROMOTION INDIA  CHILDREN‟s Surf Excel
MARKETING MIX- PROMOTION INDIA  Why “DAG ACHHE HAIN”??? Dag of #Achaar, #Paint & #Clay are not big deal for Surf Excel to remove. So, enjoy the moment of DAG. Dag ache hain!
MARKETING MIX- PROMOTION INDIA
MARKETING MIX- PLACE INDIA  HUL distribution network – key strength which helps reach out its product across the length and width of the vast country.  Direct coverage in over 1 million retail  80000 stockiest  30000+ supplier and associates  Available in every shopping mall, retail stores like BIG BAZAR, MORE etc.  Network  Factory »»» Company »»» Warehouses »»» Distributor »»» Market  Factory »»» Wholesaler & Big retailers (Bulk Orders) »»» 35% Sales
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Surf Excel 4Ps of Marketing

  • 1. 1 Koushik Dutta MBA 2nd Semester Marketing Management School of Management Sciences, Indian Institute of Engineering Science and Technology,
  • 2. COMPANY OVERVIEW  Hindustan Unilever Limited (HUL) is an Indian consumer goods company based in Mumbai, Maharashtra. It is owned by Anglo-Dutch company Unilever which owns a 67% controlling share in HUL. HUL's products include foods, beverages, cleaning agents and personal care products.  HUL was established in 1933 as Lever Brothers India Limited and, in 1956, became known as Hindustan Lever Limited, as a result of a merger between Lever Brothers, Hindustan Vanaspati Mfg. Co. Ltd. and United Traders Ltd. It is headquartered in Mumbai, India and employs over 16,500 workers, whilst also indirectly helping to facilitate the employment of over 65,000 people. The company was renamed in June 2007 as “Hindustan Unilever Limited”.
  • 3. BRANDS - HUL  HUL is the market leader in Indian consumer products with presence in over 20 consumer categories such as soaps, tea, detergents and shampoos amongst others with over 700 million Indian consumers using its products. Eighteen of HUL's brands featured in the ACNielsen Brand Equity list of 100 Most Trusted Brands Annual Survey (2012), carried out by Brand Equity, a supplement of The Economic Times.  The "most trusted brands" from HUL in the top 100 list (their rankings in brackets) are: Clinic Plus (4), Lifebuoy (10), Fair & Lovely (11), Rin (12), Surf Excel (13), Lux (14), Pepsodent (17), Closeup (19), Pond‟s (20), Sunsilk (26), Dove (37), Vim (43), Pears (79), Lakme (81), Vaseline (86), Wheel (87), Hamam (95) and Rexona (96).  The latest launches for Hindustan Unilever include: Surf Excel Easywash; Lakmé eyeconic range; Vim Anti Germ bar;Pureit Marvella UV with Advance Alert System; TRESemmé: For Salon style hair at home everyday; Clinic Plus: Milk Protein Formula A++; Comfort 1 Rinse; Bru Exotica Guatemala; Closeup: Deep Action; Dove Hair Fall Rescue Treatment; Taaza: Taazgi bhari chaai, dimaag khul jaaye.
  • 5. BRANDS - HUL  The company has a distribution channel of 6.3 million outlets and owns 35 major Indian brands.[8] Its brands include:
  • 6. BRANDS - HUL  The company has a distribution channel of 6.3 million outlets and owns 35 major Indian brands.[8] Its brands include:
  • 7. PRODUCT OVERVIEW  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. The latest entry into the segment is Comfort, a Fabric Product Place Promotion Price Tgt Mkt
  • 8. INDIAN LAUNDRY MARKET - $1.3 BILLION Euromonitor International:
  • 9. MARKETING MIX  The Marketing mix is a set of four decision variables which need to be taken before launching any new product. These variables are also known as the 4 P‟s of marketing. These four variables help the firm in making strategic decisions necessary for the smooth running of any product / organization. These variables are  Product: A product can be divided into three parts: the core product, the augmented product and the tertiary product. Before deciding on the product component there are some questions which we might need to ask ourselves.  What product are we selling?  What would be the quality of we product?  Which features are different from the market?  What is the USP of the product?  Whether the product will be branded as sub brand or completely new?  What are the secondary products which can be sold along with primary (Warranty, services)  Price: Pricing of a product depends on a lot of different variables and hence it is constantly updated. Major consideration in pricing is the costing of the product, the advertising and marketing expenses, any price fluctuations in the market, distribution costs etc  Place: Place refers to the distribution channel of a product. The place where the product is distributed depends on the product and pricing decisions, as well as any STP decisions taken by a firm.  Promotions: Promotions in the marketing mix includes the complete integrated marketing communications which in turn includes ATL and BTL advertising as well as sales promotions. Promotions are dependent a lot on the product and pricing decision.
  • 10. MARKETING MIX- PRODUCT MIX Surf excel Liquid Detergent Surf Excel Easy Wash Surf Excel Quickwash 200 ml, 500 ml, 1050 ml On the basis of consumers‟ need and their income level, the company has segmented, targeted and positioned their detergent products & prices to fulfil everyone‟s need.
  • 11. MARKETING MIX- PRODUCT MIX Surf Excel Matic Top Load Surf Excel Matic Front Load Surf Excel Bar Surf Excel Gentle Wash
  • 12. MARKETING MIX- PRODUCT MIX Surf excel Liquid Detergent 200 ml, 500 ml, 1050 ml Comparison with TIDE
  • 13. MARKETING MIX- PRICE INDIA PRICE WAR Flash back to the 80‟s The first Detergent War was fought in the 80‟s when a small manufacturer in Gujrat aggressively marketed a detergent powder called “Nirma” Nationally at one-fifth of the price of existing brands. The launch changed the profile of the Indian Detergent Industry. Loss its Market Share
  • 14. MARKETING MIX- PRICE INDIA The pricing strategy of the company for SURF EXCEL have always been in accordance with its competitor, consumers‟ income level. Surf excel Liquid Detergent Surf Excel Bar
  • 15. MARKETING MIX- PROMOTION INDIA  Quality Promotion about the products
  • 16. MARKETING MIX- PROMOTION NDIA  Free tips about Laundry Products
  • 17. MARKETING MIX- PROMOTION INDIA  Engaging their brand with people, mainly with children
  • 18. MARKETING MIX- PROMOTION INDIA  1st national detergent brand on TV  Different format of communication  Organizing various occasions like Children festival  Sales promotion through aggressive pricing  Quality centric approach i.e. Surf excel = 10 hands power.  Very much engaged with society mainly children  Providing tips for the children on outdoor games Dag Achhe Hain – The tag line of Surf excel
  • 19. MARKETING MIX- PROMOTION INDIA  CHILDREN‟s Surf Excel
  • 20. MARKETING MIX- PROMOTION INDIA  Why “DAG ACHHE HAIN”??? Dag of #Achaar, #Paint & #Clay are not big deal for Surf Excel to remove. So, enjoy the moment of DAG. Dag ache hain!
  • 22. MARKETING MIX- PLACE INDIA  HUL distribution network – key strength which helps reach out its product across the length and width of the vast country.  Direct coverage in over 1 million retail  80000 stockiest  30000+ supplier and associates  Available in every shopping mall, retail stores like BIG BAZAR, MORE etc.  Network  Factory »»» Company »»» Warehouses »»» Distributor »»» Market  Factory »»» Wholesaler & Big retailers (Bulk Orders) »»» 35% Sales