SWOT ANALYSIS

Group2 Sec ESimran JaiswalDeeksha GuptaMohd Riyaz AnsariSaima AdilPritam Kumar BabuArijit GhoshHINDUSTAN UNILEVER Ltd.In 1931 Unilever Started Its First Indian Subsidiary Named Hindustan Vanaspati Manufacturing Company Limited.Indias Largest FMGC(fast Moving Consumer Goods Company)HUL Has Over 35 Brands Covering 20 Different Categories In The MarketIt Has Strong Employee Support Of Over 16000HUL Says That Their Brand Touches Lives Of 2 Out Of 3 IndiansThe Annual Turnover Of HUL Was 19500 Crores In Financial Year 2010-2011.

Early History of surf excelHUL Introduce Surf In 1959, Which Was A First Detergent Powder In India .It Gave The Promise Of Superlative Whiteness And It Was The First National Detergent Brand To Advertise On TV.In 1996 , Surf Was Redefine Into Surf Excel ,Which Offered Three Cs (Complete, Cleaning And Care).In 2003 Surf Excel Quick Wash Entered India As An Eco-friendly Product As Its Saved 2 Buckets Of Water A Day!In 2005 Surf Excel Matic Was Introduced To Satisfied The Need Of The Fast Growing Washing Machine Consumer , Delivering Machine Care With In-machine Stain Removal.

Initial PositioningSurf excel was initially positioned as a detergent that Washes whitest . The positioning was done to make the product stand apart from the other detergents. The image that they wanted to create was that of tough stain removal .Re-positioningWith the competition in detergent industry increasing with the entry of products like Ariel and Tide from proctor and gamble product(P & G).Surf excel underwent a change in its image. There war cry now was Daag acche hain or dirt is good. This was done keeping in mind that a Major part of the dirty Laundry comprises of childrens clothes. Surf excel says that You go play in dirt and well be there to take care of the stains.

INTIAL POSITIONING

RE-positioningPRODUCT ANALYSIS

At present Surf Excel has 5 products in the market. These products are:

SURF EXCEL QUICKWASH:New Surf Excel quick wash with X-tra clean particles combinesthe power of stain removing products like blue, bleach and lemon. Now you can remove multiple stains with just 1 product. Put your multiple stain worries to rest with Surf excel quick wash.

SURF EXCEL BLUESurf Excel Blue is a color core variant of Surf Excel. Its tagline says Red Ko Red Rakhne K Liye Blue.It prevents clothes from losing their color.

SURF EXCEL MATICSurf excel matic has introduced a new and improved front load detergent that gives you a machine wash as good as your moms hand wash. Its hand rub action power penetrates clothes and removes tough stains in the washing itself .This means no more soaking or scrubbing and saves up the time and effort you put behind everyday laundry. Just dump your clothes in the washing machine and leave the rest to Surf excel matic.

SURF EXCEL BAR:

As your child explores the world and learns different things; his clothes attract a lot of tough stains. To remove these tough stains you often need to use a host of other products.Now use New Surf Excel Bar which has power of 4 stain removing products.

SURF EXCEL GENTLE WASH:

Surf Excel Gentle Wash is a liquid detergent meant for woolens, baby clothes, silks, creaps and other such clothes that get damaged if washed with regular detergent. It is available only in 200 Ml pack.

8Product reviewSurf excel being a product of unilever is at growth stage as it has a large market.

Surf excel 50 grams has a huge market share with respect to other sashes. It facilitates the class B and lower B.

While on the other hand demand of 500 grams is very low facilitating the class A and Class B.

A quick comparison of cost price with sale price of products in product line is shown below :QuantityCost price in RupeesSale price in Rupees25gms4.75.065gms9.510130gms1920500gms90.501001000gms185.501959The pricing strategy for Surf excel have always been in accordance with its competitors PRICING STRATEGY

TAG LINESDIRT IS GOOD : DAAG AACHE HAINSURF EXCEL HAI NA !EFFECTIVE POSITIONING

What is Consumer Buying Behavior?Definition of Buying Behavior:

Buying Behavior is the decision processes and acts of people involved in buying and using products.

Need to understand:*Why consumers make the purchases that they make?

*What factors influence consumer purchases?

*The changing factors in our society.

Consumer Buying Behavior refers to the buying behavior of the ultimate consumer. A firm needs to analyze buying behavior for:

Buyers reactions to a firms marketing strategy has a great impact on the firms success.

The marketing concept stresses that a firm should create aMarketing Mix(MM) that satisfies (gives utility to) customers, therefore need to analyze the what, where, when and how consumers buy.

Marketers can better predict how consumers will respond to marketing strategies.CONSUMER BEHAVIOURNOTE-

First, you may notice that the actual purchase is only one part of the process. Also, not every buyer event goes through each step. Lastly, not ever buying decision leads to a purchase.

Lets go through each step briefly.

1-Problem Recognition-In this stage, a consumer realizes or recognizes that their desired state is different from their actual condition. This could be a simple as Im naked, I need clothing, or My Clothes are dirty, I need a detergent.

2-Information Search-In this stage, a consumer recognizes their need (or want) and sets forth to find a solution. If it is dirty clothes they need to solve their problem, they look for a detergent which cleans their clothes easily.

3-Evaluation of Alternatives-In this stage, a consumer has a good idea of what they want; now they are looking at the options that exist. They are evaluating the features of products and brands.

CONSUMER BEHAVIOUR4-Purchase Decision-In this stage, a consumer is processing the information from the information search and deciding on the products, store, and payment options. More importantly, they are making the decision to move forward with the purchase or not.

5-Purchase-This is the stage that the transaction is completed. The actual problem that was recognized is solved!

6-Post-Purchase Evaluation-In this stage, the consumer determines if they are satisfied or dissatisfied with the purchasing outcome. Here is where cognitive dissonance occurs, Did I make the right decision.

GENERIC COMPETITIONThe Indian Detergent Market is estimated to be around 12000 Cr comprising of Luxury soaps, Synthetic detergent powders and bars.The major players or competitors for SURF EXCEL are:

ARIEL :Surf Excel major competitor in the market is ARIEL which is a P&G Product.Ariel has been associating the brand with customers on the bases to give them superior quality at best prices.Its target market generally covers Middle Class, Upper Middle Class and Upper Class of the population.NIRMA:In a short span of time, with indigenous process, packaging and low profiled marketing, Nirma created an entirely new market segment in domestic marketplace and quickly emerged as a DOMINANT MARKET PLAYER.

TIDE:Another P&G product serves to be as a good competitor to SURF EXCEL because of its hard hitting ads showing before-and-after cleaning comparisons.With its mission to unearth and cultivate the deep connections that customers have with its products TIDE HAS BEEN GROWING LEAPS AND BOUNDS.

SWOT ANALYSIS Strength: 1) The premium detergent brand was introduced in the year 19592)The feature of path breaking technology and time taken by 50%3)Hindustan Unilever(HUL) shares a strong distribution network which proves to be beneficial for the PRODUCT.4)In order to keep the brand at the top in the minds of consumers GOOD BRAND VISIBILITY AND ADVERTISING

WITH NEW AD CAMPAIGNS is seen in Surf Excel.

SWOT ANALYSIS1)Slightly high prices proves to be a restraint in reaching to the mass of customers.2)Generally in rural markets PRODUCT AWARENESS is not seen.3)The brand faces fierce competition or Legal issues due to BRAND WARSWEAKNESS:Opportunity:1) By penetrating into the rural markets possibility of

rapid growth is expected.

2) The product needs to build an adaptive feature in itself

with changing customer needs and improving life styles..

SWOT ANALYSIS1) Too many competitors and entry of new players in the

market is posing a problem for SURF EXCEL.

2) Detergent sector is marked with having low profit

margin as well.THREATS: UNILEVERS MESSAGE We have always believed that dirt is a valuable way to enrich our lives both young and old. To ensure that everyone, anywhere in the country can share in this initiative. We are investing heavily in developing a range that suits the pockets of all income groups. This has included launching affordable products that only offer the top clean advantages of SURF EXCEL, but also reduce the time, physical effort and amount of water needed to wash clothes by hand. BRAND PHILOSOPHY Surf excel believed that stains are good. This is because when children go out and play and get dirty, they dont just collect stains, they experience life , make friends, share with each other, learn from each other , this helps them get stronger and get ready for the world outside. This year however SURF EXCEL has taken the concept of DIRT IS GOOD because DIRT=PLAY and PLAY IS GOOD to a deeper level. As a socially responsible company and brand. It believes that they can create a platform, on which they can take this message forward to showcase how playing helps children mentally and physically. FUTURE DIRECTIONSURF EXCEL already has a huge customer base. So their priority in the coming years has to be hold on to these existing customers and defend their turf from competitors. They will also have to adapt and change with times like they did before by changing their whole promotion platform. That is a kind of strategizing that keeps a brand alive in todays competitive market.INDIA is a country where there are more villages than there are towns. In these villages lie the customers that SURF EXCEL has not captured yet. These are remote villages where surf has not reached.So may be it is a good idea to come up with a variant that can compete in the economic segment against detergents like NIRMA.

CONCLUSIONAt last we are now on a conclusion that SURF EXCEL brand was not very effective in market in its early stage but due to its marketing strategies it had covered the whole market by analyzing the needs and behavior of the consumers.We can also recommend SURF EXCEL that it should concentrate more on trade promotions, consumer promotion, increase trade margins (currently 7%) .Increase point of purchase displays try to get more shelf space in small scale retailers.SURF EXCEL should increase it presence in rural markets. Company needs to reinvent ad campaign. It will be beneficial to the brand with some social cause.It should also balance between frequency and continuity of media schedule saves cost.

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