FA N T A S T I C F I V E

RAKESH S K
ANJANI K S KRISHNA
A B H I S H E K T E L U K U N TA
N A R L A V E N K AT
NIKHIL
KO P P I N E N I V N S
ROHIT KUMAR

HINDUSTAN UNILEVER LIMITED

SURF EXCEL : THE BRAND

Evolutionary History

1959
SURF
1959
SURF

1990
SURF
1990
ULTRA
SURF ULTRA

Surf
Surf Ultra
Surf Excel Bar

1996
1996
SURF
SURF
EXCEL
EXCEL

2003
SURF
2003
EXCEL
SURF
EXCEL
BLUE
BLUE

Surf Excel

2006
SURF
2006
SURF EXCEL
EXCEL
BAR
BAR
Surf Excel Blue

TARGET MARKET AND

SEGMENTATION:

POSITIONING STRATEGY:

Phase 1:
1959-1969
Washes
Whitest

Phase 2:
1969-1996
Price value
equation

Phase 3:
1996-2003
Functional
Positioning

Phase 4:
2003-2005
Symbolic &
Functional
Positioning

Phase 5:
2005-Present
Experimenta
l Positioning

POINTS OF PARITY AND POINTS OF

DIFFERENCE
Points of parity:
Attractive packaging
Quality
Good fragrance
Brightness
Effective on removing strong stains
Points of difference:
Super high technology to wash cloth in washing machine
No harm of the clothes.

Product Strategy:
Product Line
Surf Excel

Surf Excel
Quick Wash

Surf Excel
Blue

Surf Excel
Matic

Top Load

Front Load

Surf Excel
Liquid

Surf Excel
Detergent
Cake

Product Map
High Price

Low Quality

High Quality

Low Price

PRICING STRATEGY
Initially HUL
followed
Price
Skimming
Strategy

Nirma priced
its detergent
at 1/3rd price
of Surf excel

Nirma
became the
market
leader in the
year 1985

Nirma
entered the
market in the
year 1969

HUL did not

bring down
the price of
Surf excel but
introduced
Wheel to
compete with
Nirma

Price
Skimming
Strategy
They Charged
high price for
Surf as they
were first to
enter the
market

PRICING STRATEGY CONTD

Later it
followed
Competition
based pricing
strategy.

They
changed their
Pricing in
accordance
to their
competitors.

The Major
competitor
was Ariel in
premium
segment.

Priced higher
compared to
other
competitors
like TIDE,
WHEEL,
NIRMA and
others.

Competition
Based
Pricing
Strategy

Priced a little
lower
compared to
ARIEL.

1959: First national detergent brand that used

Television
for
its advertisement
1970s: Threat from Nirma Washing
Lalitaji
Powder

campaign to

communicate
the price value equation

1990s: Rise in competition in the mid

price powder segment with the launch of
Daag Dhoondte Reh Jaaoge
Ariel
campaign

1996: Launch of Surf

Excel
New variant offering Complete Cleaning and Care

Jaise bhi daag ho, Surf Excel hai

na

Surf Excel:

A Journey in Brand
Communication
2003: Surf was re-launched as Surf
Jayega
Excel
Blue Nahin Jayega
2005: Daag Acche
Agar
Daag Lagne se kuch acha hota hai,
Hain

toh Daag Acche hai

2006: Surf Excel

Bar
Rin Supreme Bar to Surf Excel
Bar

Surf Excel :

Media Strategy

(Traditional)
Broadcasting, Print media
Billboards and posters
Print Media, such as newspapers,
magazines , direct mails
Broadcasting media, television and radio (FM
channels)
Frequency of ads is higher during the
time slots 1.00 pm to 3.00 pm and 9.00 pm
to 11.00 pm
Word of mouth publicity

Surf Excel:

Media Strategy (Non-

Traditional)
Title sponsors of TV shows (Surf Excel Little Masters
2010)
Since last 5 year Surf Excel organizes children's festivals

Surf Excel has it's own YouTube channel wherein

children share their Dirt is Good experiences

Surf Excel tied up with the movie

Chillar Party

TAGLINES:
In 1999 KuchKhana, KuchGirana Surf Excel Hai Na.
In 1990s - Daag Dhoondte Reh Jaaoge and Surf Excel
Hai Na campaign .
In 1996 Jaise bhi daag ho daag ache hain.
In 2000 -Save 2 buckets of water.
In 2003 - Jayega Nahin Jayega
In 2005 - Agar Daag Lagne se kuch acha hota hai, toh
Daag Acche hai

It changed
things in
order to
provide
quality
service to
its
customers.

They
appointed
one
wholesaler
in each
market as
a
Registered
Wholesaler
Wholesaler

HULs
distributio
n strategy
has
changed
over time

Quality

Key
strength
( Which
helps
reach out
its
products
across the
length and
breadth of
the

Changes

HUL- Distribution
network

DISTRIBUTION STRATEGY OF SURF EXCEL

DISTRIBUTION STRATEGY OF SURF EXCEL

CONTD..
They had
depots all
over the
country.

Reach

To make sure
that the
retailers
shelves were
replenished
in time.

Replenishmen
t

As time went
by and the
competition
got tougher,
HUL had to
make its
distribution
network
leaner and
meaner than
ever before.

Competition

Reach

This strategy
helped them
to reach
more
customers

DISTRIBUTION CHANNEL FLOW