Presented By: Manisha Verma

PRESENTED BY:
MANISHA VERMA
Guided By:-
DR.(MRS.) REKHA ACHARYA
India Leading Emerging Market
BRAND EVALUTION
HISTORY:-
• Launched in 1959 & first in
Indian detergent powder
mkt.
• It was the first Fast Moving
Consumer Goods (FMCG)
for Detergent.
• brand to set up a one-stop
shop - called Care line - for people seeking solutions to their varied laundry
problems.
• Surf was the first brand of detergent that was advertised on TV. It is advertise
on more than 300 channels across the globe .
• introduced the concept of bucket wash to housewives hitherto used to
washing clothes with laundry soap bars.
Product management of SURF EXCEL
1. Branding
2. Market Segmentation
3. Positioning and Differentiations strategies
4. Distribution Channel
 Structure
 Strategy
5. Advertising planning
6. Pricing concept and Strategies
7. Sales Management
8. Marketing Research
Major Players
• HUL ( blue, Quick wash, Automatic)
• Nirma
• P&G ( Tide,Aerial)
• Henkel India (Mir, persil, porwall, vernel,
purex)
• Reckitt Benckiser ( Varnish)
Distribution channel
DEMAND ANALYSIS
Factors affecting demand:
 Price of the product,
 Price of substitutes and complements,
 Income of the household,
 Taste and preference of the household, and
 The amount annually spent on advertisement of the product.
Law of demand : Law of demand states that the amount demanded of

a commodity and its prices are inversely related, other remaining
constant.

CAUSES OF CHANGES IN DEMAND :
Increase in demand decrease in demand
 Consumers income rises Consumers income fall.
 Prices of substitute good rises Prices of substitute good fall
 Prices of complements fall Prices of complements rise
 Taste and preference change Taste and preference

change
in favour of the commodity in against of the commodity

CROSS ELASTICITY OF DEMAND :
Cross Elasticity of the demand is defined as the ratio of
the percentage change in the demand for one good to the
percentage change in the price of some other good.
Substitute goods: Tide, Ariel, Rin, ghadi etc.

Cross Elasticity will be positive in this case
Complement goods: detergent cake, liquid soap .

Always negative.
Pricing strategy
• Primary :
1.Cost-plus pricing : Mark-up to the cost of the
product
2.Competitive Pricing : Price dependent upon
price of the competitors.
• Secondary :
Customer-Segment Pricing
SWOT Analysis
1. STRENGTH:-
Business to Business
• It nurture customer relationship to create and maintain our status as
preferred supplier
Marketing
• It is most exciting operation of its kind in the world
Supply chain
• it takes real strength of intellect and character to take
on the planning, making or distribution of our products.
• World class people deliver world class logistic
Brand Equity
IInformation Management and technology
• this is often applying breakthrough science on a grand scale, with speed
and with tangible results enough complexity and convention, inspiring
everyone to improve the way we do business.
Research and Development
• its products don’t make empty promises but deliver it.
2 . WEAKNESS :-
• No environment friendly as contain sodium and potassium salts of fatty
acids which are less biodegradable than soap. As compared to NIRMA it is
less biodegradable.
• Causes biomagnifications of water bodies which then degenerates and
depletes the aquatic resources as well as degrades the amount of oxygen
which results into loss of aquatic bodies as well as plants .
• Price is high due t still not reached to mass of customers. But new
marketing and sales innovations have resulted into greater penetration in
to rural market.
• Product awareness is still not high among Rural masses. The recognition is
still low.
OPPROTUNITIES :-
• As its new product SUR AUTOMATIC is based on proprietary technology after
extensive research. It reduces the time taken for rinsing, reduces the amount of
water uses by 40%
• The laundry consumes about 20% of household water so this technology will
make a great impact.
• SURF is coming up with a scholarship scheme like DISHA abhiyan which provides
educational benefits to lower strata of the society. This has really helped surf to
build corporate social image. It creates brand awareness.
• The detergent market is growing by 9.2% every year so SURF has great chances
to increase in market shares.
• The market penetration of NIRMA is 77% AND surf is 56% but with repositioning
and constant innovation, SURF is emerging as a market leader.
4 . THREATS :-
• Facing stiff competition with P&G’S ARIEL & TIDE, as ARIEL is coming up with
constant innovative technique.
• In urban India consumers are now being exposed to and trying several categories
such as mobile phones, leisure, durables etc. so downgrading their FMCG
products purchases.
• Rural demands have been dampened by three unusually poor monsoon in the
last 3 years so marketing is declining.
Thank you

Presented By: Manisha Verma

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PRESENTED BY:

 Price of the product,

 Price of substitutes and complements,

 Income of the household,

 Taste and preference of the household, and

 The amount annually spent on advertisement of the product.

Law of demand : Law of demand states that the amount demanded of

 Consumers income rises Consumers income fall.

 Prices of substitute good rises Prices of substitute good fall

 Prices of complements fall Prices of complements rise

 Taste and preference change Taste and preference

in favour of the commodity in against of the commodity

Substitute goods: Tide, Ariel, Rin, ghadi etc.

Complement goods: detergent cake, liquid soap .

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