Aditya Kumar Singh

Anusha K
Archita Joshi
Sec C
Chittam Kushal
Group 9

Debojyoti Burman
Gautam Sethi
Govind Raj Kaushik
Prasanna Patange
HUL: India‟s largest FMCG Company

More than 75 Products touch

years of the lives of 2
experience in out of 3 Indians
India everyday

No.1 and strong

Market
No.2 in more
Capitalization >
than 95% of the
of $ 16 Bln
business

Surf Excel : Daag Acche Hain

HUL: Brand Categories

Food

Home
Water
Care

Brand Categories
Health,
Personal Hygiene
Care &
Beauty

Nutrition

Surf Excel : Daag Acche Hain

Surf Excel: THE BRAND
SURF EXCEL
Launched in 1959 as „Surf‟, it was the first detergent detergent powder in India
Surf Excel underwent various changes in its Brand Communication
In 1990, following the launch of Ariel, „Surf‟ became „Surf Ultra‟
In 1996, „Surf‟ redefined itself by launching Surf Excel
In 2003, the base variant Surf was re-launched as „Surf Excel Blue‟
In 2006, it added „Rin Supreme Bar‟ as „Surf Excel Bar‟ into its portfolio

Evolutionary History

1959 1990 1996 2003 2006

SURF SURF ULTRA SURF EXCEL SURF EXCEL SURF EXCEL
BLUE BAR

Surf Excel : Daag Acche Hain

Surf Excel: Current Range of Products

Surf Excel : Daag Acche Hain

 Integrated Marketing Communication - Overview

Communication channels to create brand equity

Advertising

Sales Brand
Promotion Awareness

Events Brand
Marketing Image
Brand
Public Communications
Equity Brand
Relations Program
Responses
Integrative
Marketing Brand
Relationship
Word of
mouth mktg
Personal Direct
Selling Marketing Surf Excel : Daag Acche Hain
Surf Excel: A Journey in Brand Communication
1959: Surf was the first national detergent brand that used Television
for its advertisement
1970‟s: Launch of „Nirma Washing Powder‟
Surf introduced the legendary „Lalitaji‟ campaign to communicate the price
value equation
1990‟s: Rising competition in the mid price powder
segment with the launch of „Ariel‟
Surf launched the highly memorable “Daag Dhoondte Reh
Jaaoge” campaign
1996: Launch of Surf Excel
Introduced as a variant offering „Complete Cleaning and
Care‟,
Was communicated through the tag line “Jaise bhi daag
ho, Surf Excel hai na”

Surf Excel : Daag Acche Hain

Surf Excel: A Journey in Brand Communication
2003: Surf was re-launched as Surf Excel Blue
The brand was communicated through the catchy “Jayega Nahin Jayega” tagline

2005: „Daag Acche Hain‟

Surf Excel broke the clutter by adopting
stains, thereby adopting the philosophy of
„Dirt is Good‟ („Daag Acche Hain‟)
Dirt is good was communicated through
different approaches with the tag line
“Agar Daag Lagne se kuch acha hota hai,
toh Daag Acche hai”
2006: Surf Excel Bar
Nationwide campaigning announcing
migration of Rin Supreme Bar to Surf
Excel Bar'
The campaign was based on „Good
News, Bad News‟ platform
Surf Excel : Daag Acche Hain
Surf Excel: Segmentation

Segmentation Target Market

• Women, aged 25 and above

Demographic • Housewives esp. with kids
• High and upper middle income groups

• Tier 1 and Tier 2 cities

Geographic • Bulkier SKUs in Urban markets
• Started targeting rural markets

Psychographic • Targeting A1, A2, B1, B2 SEC

• Targeting quality driven customer who are ready

Behavioral to pay a premium

Surf Excel : Daag Acche Hain

Surf Excel: Perception Maps
SURF EXCEL
Price Vs Quality

High Surf Excel

Ariel

Tide
Quality

Wheel
Henkel
Mr. White Nirma

Low
Price

Surf Excel : Daag Acche Hain

 Surf Excel: Perception Maps
SURF EXCEL
Cloth Protection Vs. Price Machine Usage quantity Vs. Price

High High
Surf Excel Nirma
Ariel Wheel
Protection

Quantity
Tide

Wheel
Nirma Ariel
Low Low Surf Excel

Price Price

Surf Excel : Daag Acche Hain

 Surf Excel: Creative Strategy for „Daag Acche Hain‟

• Informational Appeal from early days of „Lalitaji‟

• Ads have been only about unhappy housewives
History of • Comparison of white shirt and yellow shirt
Advertising • Boring stereotype, predictive and formulaic ads

• Says its OK to soil your clothes for a good cause

• Known for its newness, simplicity and clutter breaking ability
• Emotional connect with the audience
Breaking the • Focus centered around people rather than brand or the product,
Cliché intangible aspects are highlighted

• Came up with Surf Excel „Forgiveness‟ Campaign (Sequel of „Daag Acche

Hain‟)
Present • It has increased the brand recall value
status

Surf Excel : Daag Acche Hain

Surf Excel: Media Strategy (Traditional)
SURF EXCEL
Various categories of communication systems like broadcasting, print media, etc.
are used for Surf Excel
Billboards and posters

In the Print Media, such

as newspapers,
magazines, direct mails,
out doors, etc. are used
In the broadcasting
media, television and
radio (FM channels) are
the major tools
The frequency of ads is higher during the time slots 1.00 pm to 3.00 pm and 9.00
pm to 11.00 pm for stronger impact on target population
Word of mouth publicity

Surf Excel : Daag Acche Hain

Surf Excel: Media Strategy (Non- Traditional)
SURF EXCEL
Title sponsors of TV shows (Surf Excel Little Masters)
Every year Surf Excel organizes children‟s festivals – Kala Ghoda 2010, 2009;
Anand Mela 2007, D-Mart 2008
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

Surf Excel : Daag Acche Hain

Surf Excel: Media Strategy (Non- Traditional)

Organizes various competitions , e.g. World‟s largest

Hand-Printing Competition (over 70,000 children
participated, Surf excel smart choice contest – lucky
winner to get Whirlpool washing machine
Online promotion strategies –website www.surfexcel.in
Various initiatives
“Surf Excel and You” suggesting mothers to
encourage active learning in their children, mother‟s
pride – in which mothers can share their pride stories
- special moments from the moment they have
children, knowledge beyond books, expert advice
Children‟s Club
Social media marketing through facebook – „Santa Claus
Carnival‟ etc.

Surf Excel : Daag Acche Hain

Surf Excel: Impact
The perceived quality of Surf Excel is now more compared to competition
brands
Long lasting impact on the consumer because of its emotional connect
Developed a positive attitude towards stains by highlighting child‟s
happiness over stained cloths
15-20% increase in sales in the Indore area
In a semi-urban area like Rau, sales increased by about 150% (from 6 Kg
a month to 15 Kg a month in a retail shop) over last 1.5 years
Out of 30 homemakers we interviewed brand recall was found to be
about 80% Percentage of respondents

100
50
0
Percentage of
respondents

Surf Excel : Daag Acche Hain

Surf Excel: Recommendation
Concentrate more on trade promotions
Concentrate on consumer promotions
Increase trade margins (currently 7%)
Increase point of purchase displays and try to get more shelf space in
small scale retailers
Not sufficient presence in rural markets, product sells primarily in sachets
Company needs to reinvent ad campaign. It will be beneficial to associate
the brand with some social cause
Tie ups with electronic showrooms, hotel chains etc.
Recency Planning :
Reduce ads frequency during cricket tournaments, sports shows as the
expected impact on target audience is less
Also balance between frequency and continuity of media schedule
saves cost (as more than 50% of impact is of the first exposure)

Surf Excel : Daag Acche Hain

Surf Excel: Proposed IMC
Revamped campaign with the tag line “Daag
Acche Hain, Aur Hamesha Rahenge”
Linking to a social cause, viz. save water
campaign
Specific ads during festive season especially
Holi etc
Holding special events for kids on festivals
like Ganesh Chaturthi, Krishna Janamashtami
in metros and tier-2 cities
Flash Mobs with kids

Surf Excel : Daag Acche Hain

QUESTIONS ?