First

detergent powder in India was DET. Then SURF came with its strong sales promotion, advertisement and distribution width. Followed by TOMCOS MAGIC and then NIRMA.

 To

Approx 4000 crore detergent market is amongst the largest FMCG categories in India, next only to edible oils and biscuits. The Indian market for detergent is amongst the largest in the world.

Reasons of migration only for Surf became known

whiteness Surf Excel (stain removal) : Positioned with the baseline removes stain without fading colours (Surf Excel Hai Na..) To boost its image as that of a modern and contemporary
Surf to Surf excel

HLL have three brands in laundry category.. 1. Surf excel 2. Rin 3. Wheel

Mainly targeting mothers and children Positioning as every type of stain removal.

In 2006 Rin supreme bar was replaced by surf excel bar.

Surf Excel is available in 3 variants: Surf Excel Blue, Surf Excel Quick Wash and Surf

To continue market leadership 37.8% in Indian market. Approaching new markets. Launching product extensions. Maintain brand loyality. Increase frequency of

Size
Sachet

Surf excel Quick wash Rs. 2/-

Surf excel blue Rs. 2/-

Surf excel automatic -

200 gm
500 gm

Rs. 23/Rs. 56/-

Rs. 20/Rs. 41/-

Rs. 80/-

1 kg

Rs. 109/-

Rs. 155/-

Strength

Strong R&D. Offers & Schemes. Strong distribution channel. Expenses on advertising. Penetration in rural areas. Increase their frequency of usage. New consumer market. Competition from organized and unorganized players.

Weakness

Opportunities

Threats

Experienced players. Competitive advantage with well laid distribution and retail network. Innovative advertising approaches. Willingness to venture out with new variants.