The document provides information about Unilever and its detergent brand Surf Excel. It discusses Unilever's mission and introduction in India. It then focuses on Surf Excel, describing its brand evaluation history, product range and pricing, demand and supply analysis, distribution strategy, SWOT analysis, and forecasting of demand. The market structure is described as an oligopoly dominated by a few major players like HUL, Nirma, P&G, and Henkel India.

13. PROFIT RATIO

17. Distribution channel

29. Break Even Analysis of Surf Total Sales Total Variable Cost Total Fixed Cost

30. Break Even Analysis Break Even Point = Total Fixed Cost S.P per unit- V.C per unit

31. = 1,205,298 14,474,255 18,119,110 1- Break even(2005) = Fixed cost Variable cost Sales 1- = RS 5,991,714 Break Even(2004) = Rs 7,521,253 Break Even (2003) = Rs 6,808,887

32. Break-Even Analysis FC VC TC 2004 2003 2005 Sales Revenue

33. Break-Even Analysis Costs Sales FC VC TC 2004 Loss