surf excel consumer behaviour (2)

Presented by Sonali Samanta

INTRODUCTION

•Surf Excel was launched in 1954

• FMCG for Detergent.

•HUL Introduced SURF .

• With punch lines like ‘dhoondhte reh jaoge’ and

‘jaise bhi daag ho,surf excel ha na’ Surf excel has

managed to create a place for itself in the Indian

market.

PRODUCTS

1. 1996: Surf excel was launched in 1996 offering

‘complete cleaning and care’ This was communicated through the campaign ‘Jaisa bhi daag ho, Surf Excel hai Na’.

POSITIONING

2. 2003: In 2003 Surf excel was positioned to address a key concern of the country: shortage of water. The brand was tied up with celebrity Shabana Azmi to propagate the concept of saving two buckets of water along with getting stain free cleaning.

3. 2003: Later on it was re- launched as surf excel blue with a tagline ‘Jayega nahin Jayega’. This variant would remove tough stains without fading color.

4. 2005: In 2005 surf excel came up with the concept of vice is nice by using the tagline ‘Agar daag lagne se kuch acha hota hai to daag ache hain’. To hold their market share surf excel adopt this philosophy to propagate the concept that if a child learns something and gets stained in the process then those stains are good. To make ‘Dirt is good’ a meaningful campaign stains are linked with learning of values .

5 . 2006: surf excel bar 6 . 2008- 2009 : “inam hi inam dosti kay nam”- In this scheme company gives the point to whole sellers on purchasing off rupees 200 .

TARGATING

1. Housewives

2. Children

•Product segmentation•Market segmentation

SEGMENTATION

Unilever Pakistan