1. MARKETING
MANAGEMENT
PRESENTATION ON “SURF
EXCEL”
BY,

3. CONTENT
 History
 Marketing Strategy
 Product range & target market
 Promotion/ Ad & competitors
 Observations & Suggestions

4. HISTORY OF SURF EXCEL
 Surf is the name of the brand of laundry detergent made by
Unilever.
 Surf was introduced in the year 1954 after Rinso (brand before it)
failed.
 One of the oldest detergents in India.
 Competition emerged from low priced detergents in 1970’s.
 Revolutionary change in 1990’s through various ad campaing.
 Today , Surf Excel leads the premium wash category in India with
baseline “Dirt is good”.
 Some of the other major detergent products of Unilever in India
are Rin & wheel. The latest entry into the segment is Comfort
, a fabric conditioner.

5. Marketing Strategy/Objectives
 Surf has been in the market for a long time and has
effectively managed its product life cycle with the help of
product innovations and great marketing stratergies.
 Unilever markets detergent products internationally and
uses individual sub-brands to segment those markets.
 Formulation of the detergent and the market targeted vary
by region.
 Launching variants in the washing machine category.
 Effective Ad campaing .
 Approaching new market.

6. PRODUCT RANGE & TARGET
MARKET
Product range
 Surf excel detergent bar
 Surf excel blue
 Surf excel quick wash
 Surf excel automatic
 Surf excel top-load & front load
Target market
 Sachet packet (Rs 2/-) – mass market , convenient &
affordable
 Detergent bar , Surf excel blue , surf excel automatic– middle
class & upper middle class

7. Promotion/Advertisement
 Lalitaji , Surf karidne mein samajdari hai- It makes better sense
to buy surf. Made huge impact.
 Daag doodthe rehjavoge.
 Daag acche hote hain- Dirt is good.
Rational appeal
To
Emotional appeal

8. COMPETITIORS
 Aerial
 Johnson & Johnson
 P&G

9. Observations
 Experienced player
 Innovative advertising approaches
 Provides offers & schemes
 Strong distribution channel
Suggestions
 Reduce the pricing
 Reduce the expenses on advertisement
 Penetration in rural areas

10. “DIRT IS GOOD”

11. Thank you