1. ARIEL HISTORY
• Launched in 1991 by Procter & Gamble
• First to introduce ‘Compact Detergent’ technology
• Introduced ‘Smart Eye’ technology for stain removal
• Available in different variants

2. SURF EXCEL HISTORY
Surf brand
made by
HUL
Surf was
introduced in
1959 after
brand RINSO
failed in India
One of the
oldest
detergent in
India
Competition
emerged from
low priced
detergents in
1970’s
Revolutionary
change in
1990’s through
various ad
campaigns
Surf excel
leads the
premium wash
category in
India
Trying to expand its
product line
Discovering
new
markets

3. MARKET STATS
54.6
SURF EXCEL ,
37%
ARIEL , 8%
MARKET SHARE
Fabric Wash Market in India
Total Market Size Rs. 8800 Crores
Total Volume- 2.3 Million Tonnes +
98 percent Penetration in India
CAGR -10 per cent
Consumption Pattern Increase
55 per cent Urban (14 percent users of Washing
Machine)
45 per cent Rural

4. SEGMENTATION
• Surf Excel is available in 4 variants:
• Surf Excel Blue
• Surf Excel Quick Wash
• Surf Excel Automatic
• Surf Excel Detergent Bar
Rating
7/6
 Ariel is available in 3 variants:
Ariel Fresh Clean
Ariel Spring Clean
Ariel Front-O-Mat

5. MARKETING OBJECTIVES
Surf Excel Ariel
Approaching New Markets Switch Consumers from Existing Brands in the present Market
Launching Product Extensions Product Innovation
Maintain Brand Loyalty Increase Brand Loyalty
COMMON MARKETING OBJECTIVES
- Ensure top-of-the-mind recall
- Increase Frequency of Usage
- Launching Variants in the Washing Machine Category
- R&D for new product innovations

6. Understanding consumer needs
Surf Excel Ariel
Ad campaign –”Daag Dhoondthe Reh jaogae” Ariel has not concentrated much on television advertisement
Surf excel popular ad campaign” jaisae bhi daag
ho ‘surf excel hai na
Popular punchlines, “ Ariel ki dhulai, dilo ko pass laayi”
Surf excel quick was launched “AD campaigns on
shortages of water across country “.
AD campaign “Daag Acche hai”
Partnership with LG washing machines
(It considers Ariel detergent the best for its washing machine)
Partnership with Manish Malhotra for promotion of the detergent

7. COMPETITVE ADVANTAGE
Rating
8/6
SURF EXCEL
• Strong R&D.
• Offers & Schemes.
• Strong Distribution Channel.
ARIEL
• Global brand presence.
• Less number of intermediaries in distribution channel.
STRENGTHS
WEAKNESSES
SURF EXCEL
• Expenses On Advertising.
ARIEL
• Less Offers & Schemes

8. OPPORTUNITIES FOR BOTH
THREATS TO BOTH
• Competition from organized and unorganized players.
• Increased level of price competition.
• Penetration in rural areas.
• Both Can Increase Their Frequency Of Usage.
• New Consumer Markets
CONSUMER SATISFACTION RESEARCH
Rating
7/5

9. Create Competencies to Match Opportunities
Surf Excel
-Brand Consolidation Strategy
- Change from Rational Appeal to Emotional Appeal Marketing messages
Eg. Sasti cheez or achchi cheez me farak hota hai to Daag Dhoondthe Reh Jaaonge to Daag Acche Hain
Ariel
- Introduced Variants for consumers at lower prices
- New product offerings like Supersoaker Ariel
Rating
7/6

10.  Surf
- Experienced Player
- Competitive Advantage with well laid distribution and retail network
- Innovative advertising approaches
- Willingness to venture out with new variants
 Ariel
- Strong first mover advantage in the Pricing War
- Entrenched firmly in minds on basis of superior cleaning quality
- Need to bring out new variants
- focus on aggressive advertising important
 Both need to venture out:
- Explore Rural Markets
- Invest in Research for Niche Products
- Find New Consumer Categories
- Fight Regional Players with a Customized Market Plan
SUMMARY