4. HISTORY OF SURF EXCEL
Surf is the name of the brand of laundry detergent made by
Surf was introduced in the year 1954 after Rinso (brand before it)
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
Launching variants in the washing machine category.
Effective Ad campaing .
Approaching new market.
6. PRODUCT RANGE & TARGET
Surf excel detergent bar
Surf excel blue
Surf excel quick wash
Surf excel automatic
Surf excel top-load & front load
Sachet packet (Rs 2/-) – mass market , convenient &
Detergent bar , Surf excel blue , surf excel automatic– middle
class & upper middle class
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.
Innovative advertising approaches
Provides offers & schemes
Strong distribution channel
Reduce the pricing
Reduce the expenses on advertisement
Penetration in rural areas
Unilever- british & dutch parentage- consumer products brands in food beverages cleaning agents & personal care productsIn uk – surf tropical surf advanced.Competitors – p&g, nestle johnson & johnson