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Surf Vs Ariel

This document analyzes the marketing and competition between Surf Excel and Ariel in the Indian fabric wash market. It provides details on the market size, major players, consumption patterns, product offerings, pricing strategies, marketing objectives and competitive advantages/disadvantages of Surf Excel and Ariel. It also evaluates their advertising campaigns and makes recommendations on opportunities for both brands to penetrate rural areas, invest in R&D, and develop niche products to combat regional competitors.

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1K views

Surf Vs Ariel

This document analyzes the marketing and competition between Surf Excel and Ariel in the Indian fabric wash market. It provides details on the market size, major players, consumption patterns, product offerings, pricing strategies, marketing objectives and competitive advantages/disadvantages of Surf Excel and Ariel. It also evaluates their advertising campaigns and makes recommendations on opportunities for both brands to penetrate rural areas, invest in R&D, and develop niche products to combat regional competitors.

Uploaded by

dheeraj007_nitk3164
Copyright
© Attribution Non-Commercial (BY-NC)
We take content rights seriously. If you suspect this is your content, claim it here.
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Download as PPS, PDF, TXT or read online on Scribd
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Marketing & Competition Analysis

 Introduction | History

 Top Indian Players | Market Share

 Marketing Objectives | Strategies

 Segmentation | Growth Opportunities

 Understanding Consumer Needs

 Pricing | Marketing Strategy


Competitive Advantages | Promotion/AD Campaign

 Environmental Change and Innovation

 Consumer Satisfaction and Research

 Competitors : Ariel | Recommendation & Suggestions

 Conclusion
 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

 Major Players
 HUL
 Nirma
 Ghadi
 P&G

Source : Business Standard, 29-11-07


History of Hindustan Lever

1959 – HUL Introduced SURF.

1970 – Launch of Nirma Power. Brand Lalitajee launched.

1990 – Emergence of concentrate & Mid price segment powers.


Ad Campaign “ Daag Doonthe rah jaoge” was launched.

1996 – Surf Excel launched. Ad Campaign “ Jaise bhi Daag ho, Surf Excel hai na”

2003 – Surf Excel Quick wash launched “ Ad campaigns on Shortage of water across country”

2005 – Ad Campaign “ Daag Acche hai na “.

2006 – Rin – Supreme BAR. Ad campaign “ Good news, Bad news “


source : IMRB
Surf Excel Ariel

To continue market leadership To increase market share


Rating
37.8% in Indian Market 7.7% P&G in Indian Market
  8/7

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
SIZE SURF EXCEL SURF EXCEL SURF EXCEL
QUICK WASH BLUE AUTOMATIC
SACHET Rs.2/- Rs.2/- -

200gm Rs.23/- Rs.20/- -

500gm Rs.56 Rs.41 Rs.80/-

1kg Rs.109/- - Rs.155/-

SIZE ARIEL FRESH CLEAN ARIEL SPRING ARIEL FRONTO-MAT


CLEAN
Sachet Rs.2/- Rs.2/- -

200gm Rs.26/- Rs.26/- -

500gm Rs.55/- Rs.55/- Rs.80/-

1kg Rs.107/- Rs.107/- Rs.155/-


 Surf was launched in 1959.  Ariel was introduced in India in
1991.
 Ariel contains unique Fragrance Rating
 A family brand with tough
in detergents with new 7/6
stain removal and caring
image. technology based detergent
- International to Ultra to Excel

 Surf Excel is available in 4


 Ariel is available in 3 variants:
variants: Ariel Fresh Clean
 Surf Excel Blue Ariel Spring Clean
 Surf Excel Quick Wash Ariel Front-O-Mat
 Surf Excel Automatic
 Surf Excel Detergent Bar
 SKU’s – Stock Keeping
Units
Sachet packs (Rs. 2) of Surf and
Ariel are targeting mass market
consumers, convenience and
affordability

 Targeting Upwardly Mobile


group with increase in
disposable incomes  
 
 
 Surf Excel
- Brand Consolidation Strategy Rating
- Change from Rational Appeal to Emotional Appeal 7/6
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
SECOND PRICE WAR
 FIRST SLASH : P&G as new entrant goes with Trial and Shift Consumer
- Ariel 20gm sachets (30% reduction) - Rs2
- Tide sachets (50% reduction) - Re1
Rating
Hindustan Lever Ltd (HLL) followed : 7/5
- Surf Excel sachet (50% reduction) - Rs1.50
 SECOND SLASH : P& G cut prices on large packs, HLL followed

source : India Infoline Report 2004


HLL – SURF EXCEL P&G - ARIEL

• Largest and the second • Marketed at 100%


most profitable subsidiary
busin(42.6 % Input, 2004) of P&G, USA hence can
hence stakes higher absorb losses

Maintaining Brand Equity Target Market


Fragmentation
• Rin Supreme price
comparable to Surf Excel • Tide v/s Ariel
Blue

• Regional Players

 
STRENGTHS
SURF EXCEL ARIEL

• Rating
• Strong R&D. Global brand presence.
8/6
• Offers & Schemes.
• Less number of intermediaries in
• Strong Distribution Channel. distribution channel.

WEAKNESSES

SURF EXCEL ARIEL

• Expenses On Advertising. • Less Offers & Schemes


OPPORTUNITIES FOR BOTH
Rating
• Penetration in rural areas. Rating
7/5
7/5
• Both Can Increase Their Frequency Of Usage.

• New Consumer Markets

THREATS TO BOTH

• Competition from organized and unorganized players.

• Increased level of price competition.


Surf Excel Ariel
The Lalitajee Campaign Consumer Attitudes researched new
technology and compact powder for Rating
washing machines 7/5
Ariel Springclean with fresh fragrance
Surf Excel Automatic 'Ariel - Whirlpool Superwash' - buy a
Testimonials by IFB Whirlpool Washing Machine for
Rs.238/- in Equal Monthly Installments
Daag Acche Hain Variants in the market
 Surf
- Experienced Player
- Competitive Advantage with well laid distribution and retail network Final
- Innovative advertising approaches Rating
- Willingness to venture out with new variants
51/40
 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
 Anshul Garg

 Savio Ferrao

 Satish Todurkar

 Hubert Dsa

 Paresh Vaishya

 Ranjit Singh.

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