SURF EXCEL

Group No: 7

SUBMITTED BY:
Brand Chosen: SURF EXCEL

Surf Excel, launched in 1959, is one of the oldest detergent powders in India and Pakistan.
Initially, the brand was positioned on the clean proposition of “washes whitest”. However, with
the emergence of numerous local detergent manufacturers and the entry of other global brands,
Surf Excel underwent various changes in its Brand Communication; from 'lalitaji' to 'dhoondte
reh jaaoge' to 'jaise bhi daag ho, surf excel hai na', and is today communicated on the platform of
'Dhaag achcha hai'. This is in line with the global communication platform of Dirt Is Good,
which is a communication strategy of Unilever for its premium detergent products, sold under
various brand names; such as Omo in Brazil and Persil in UK and France. Today, Surf Excel
leads the Premium Fabric Wash Category in India. Some of the other major detergent products of
Unilever in India are Rin and Wheel. The latest entry into the segment is Comfort, a Fabric
Conditioner1

VALUE POSITIONING OF SURF EXCEL OVER YEARS:

1959

Environmental Analysis

Hindustan Unilever Limited introduced Surf in 1959, introducing the first detergent powder into
the country. At the time, housewives used laundry soap bars to wash clothes. Surf was the first
brand of detergent to advertise on TV - then a relatively new medium of communication. It
introduced the concept of bucket wash to Indian housewives. Through its ads, Surf offered them
significantly better clean, with much less effort. The promise of ‘superlative whiteness’ – the
articulation of a great clean at the time, connected with consumers and helped to establish the
brand. This ad helped to create customer awareness and market incubation for a new product in a
new market for a product that was in the introductory phase.

Positioning through advertisement

Before 1959 soap bars were used to wash clothes. Surf offered them ‘better clean’ with less
effort. The promise of ‘superlative whiteness’- connected with consumers and helped establish
the brand. Surf was first national detergent brand on TV. The brand used TV to effectively
educate their consumers on how to use detergent powders in a bucket for better wash. The
following is a print ad featured during this period:

Relevance

The concept of detergent powder as a means of washing clothes was new to the Indian house
hold at that point in time. So to create market for it, the marketers relied on the propositions of
Superlative whiteness and washes whitest. The reduced effort required to handle Surf and the
superior output in terms of whiteness must have been the relevant aspects of the brand to the
customer.
 1970

Environmental Analysis

Nirma was introduced in the year 1970.Nirma was priced at one third of price of Surf price at
that time.

Price of Nirma – Rs.7/Kg

Price of Surf – Rs.21/Kg

The HLL was not able to compete with Nirma by reducing the prices. There was actually a
committee called C.R.I.S.P. – Cost Reduction in Surf Prices, which analyzed the issue and
decided against reducing the prices[i].

From Surf accounting for 70% of the market, the low cost detergents had grown rapidly enough
to account for 80% of volumes.

So they decided to position Surf as a quality product.

This was reflected in Lalitaji’s ad, where quality and value of the product are highlighted.

Positioning through advertisment

During 1970’s, Nirma powder was launched and surf had to communicate the idea of a price-
value equation to its consumers. The brand introduced ‘Lalitaji’, a no-nonsense, independent,
sensible housewife, who understood value and quality, and made the smart choice. The following
is a print ad during the period. Latltaji add released during this period is enclosed with this
document.
Relevance

This period witnessed the emergence of competitors like Nirma that offered low price detergents.
To protect its market share, Surf began stressing the price-value equation of its brands. The
quality obtained per rupee paid was highlighted rather than the quantity obtained per rupee.

1990

Environmental Analysis

Rapid growth and improvement of telecommunication networks and wide spread of information
technology tools and techniques after mid 1990s posed the biggest challenge in handling well-
informed customers. This also provided big boost as they could reach to the customers easily.

Emergence of concentrates made the customers aware of the stain removal properties and the
products for them. This in turn made Stain removal as the main parameter to judge the
effectiveness of detergent powder rather than the whiteness offered. This was understood and the
new formulation was created which offered best stain removal.

‘Daag Dhoondthe reh jaaoge’ campaign was introduced to highlight this property. This ad
reached the wide variety of customers and the advertisement was well received.

Positioning through advertisment

Ariel was launched in the mid-price powder segment during this period. Surf Ultra was launched
to establish a new standard of washing performance and was introduced with ‘Daag Dhoondhthe
reh jooage’ communication. Concentrated on best stain removal positioning. An ad released
during this period is enclosed.

Relevance

This period saw the emergence of the middle class that demanded high quality at medium price.
This led to the demand for the mid price powder segment. To maintain its position as a detergent
powder producing high quality washing performance, it introduced a mid price detergent powder
Surf Ultra and promoted it with focus on its stain removing characteristics.
 1996

Environmental Analyis

In India, per capita consumption of detergents in 1994 was 2.8 kg per annum. This is projected to
rise to over 4 kg/capita by 2005. In rural areas the use of detergent bars is expected to grow 7-8
per cent annually.

Thus, though the growth expected was huge, there was the emergence of numerous local
detergent manufacturers and the entry of other global brands. HLL, stimulated by its emergent
rival - Nirma and its changed business model, of catering to various tiers of customer segment
registered a 20 percent growth in revenues per year and a 25 percent growth in profits per year
between 1995 and 2000. Over the same period various new entrants like Henkel who re-launched
Henko Powder as `Henko Stain Champion' in Southern parts of India. White Giant was re-
launched in Southern parts of India during July as White Giant Heavy Duty with the intention of
catering to the growing mid range segment of the detergent powder market. Hence the
communication strategy of persuasion adopted to differentiate the positioning of Surf Excel vis a
vis its competitors inorder to avoid a market share decline.

Positioning through advertisement

Its positioning during this period concentrated on removal of variety of stains. The brand
communication was through the tag line, ‘Jaise bhi daag ho, surf excel hai na’.

Relevance

This period saw the emergence of many new competitors and the need for differentiating itself in
the minds of the customers led to a shift in the marketing strategy of Surf Excel. It focused on the
care that it brings to the clothes, besides the cleaning effect. Complete cleaning and care were the
offerings to the customer.

2003

Environmental Analysis

Water was realized to be a major issue in the future. Social and Environmental activities were
rising to a great extent during this time. HUL realized that it is important for a brand as its
functional attributes.

The key objective in Surf product development has been to find new methods for helping
consumers and customers to be more environmentally friendly in the way they do their washing
and cleaning.

So it focused on new product developments that meet the need for more efficient use of scarce
water in the country. In the dry southern states of Tamil Nadu and Andhra Pradesh, washing
clothes accounted for almost one-quarter of water consumption. People spend more on water for
washing than on the detergents themselves.

A new formulation of Hindustan India's Surf Excel detergent for washing by hand, which was
launched first in the two southern states, saves people two buckets of water per day by doing
fewer rinses, while obtaining the same level of stain removal.

"Typically people keep rinsing till all the lather has gone, which often takes four rinses or four
buckets of water," said a Unilever official. "We knew we could cut the number of rinses by
adding one of a number of anti-foam ingredients commonly used in washing-machine detergents.
This would make the lather rinse more quickly."

The new Surf Excel has increased its Indian sales by 50% during that time.

Positioning through advertisment

During this period, the positioning changed a little to removing tough stains with less effort and
less time, with a low foam formula meaning less scrubbing and rinsng and saving water. The
brand tied up with eminent celebrities like Revathi (South) and Shabana Azmi to propagate this.
Further, a variant, Surf Excel- Blue was also re-launched with the positioning of removal of
tough stains but not fade color. It was communicated with ‘Jayega nahin jayega’ tag line.
Relevance

The severe shortage of water in many places of country during this period prompted Surf Excel
to introduce Quick Wash. Its focus was on less water and less foam. It offered to remove tough
stains with less time and effort.

2005

Environmental Analysis

This communication to customers is in line with the global communication platform of Dirt Is
Good, which is a communication strategy of Unilever for its premium detergent products, sold
under various brand names; such as Omo in Brazil and Persil in UK and France. In 2004,P&G
and HLL were not the only major players in the Indian detergent market. Henkel and Nirma were
also becoming very aggressive. The Indian fabric wash products market was a highly fragmented
one. There was a sizeable unorganized sector. Of the 23 lakh-tonne market, laundry soaps and
bars made from vegetable oils accounted for around seven lakh tonnes with synthetic detergents
making up the rest. Also stain removers in the premium segment, like Vanish were launched
.This made it all the more imperative to HLL to remind customers of its differentiated
positioning in the detergent market, as also to be looked as the detergent of choice for all types of
customer needs- plain washing to heavy duty stain removal.

Positioning through advertisement

Although Surf Excel is a premium brand, this advertisement caters to all the income grades and
all classes of people, across age groups. The brand and product are positioned as accessible to all
people, whoever and however they may be. The philosophy of ‘Dirt is good’ (Daag Ache hain)
was adopted. It encouraged mothers to let kids get dirty because it’s all part of the learning
necessary to become well rounded, successful individuals. The stains experience was linked to
learning of values. The print ad released during this period is as follows:

The ad released during this period is enclosed with this document.

Relevance

This period saw the introduction of Surf Excel Matic that exclusively served the washing
machine users. The surge in the sales of washing machines must have caused this new strategy
from the company. Also the need to break the clutter of advertisements has led to the new
advertising focus on Stain is good. The ability of the brand to handle any type of stain is being
projected to the customer.

CURRENT:

Surf Excel has differentiated itself as a premium brand which offers a range of solutions
that deliver top clean performance. The communication of ‘Dirt is good’ continues.
Value Positioning Over Years:

(+)Stain Removal

1990-2003: Stain
2003- Current: Superior
Removal: Intro of Ariel
Washing Experience:
Emotional connect

(-)

(+)Value for Money (-) (-) Superior Washing Experience(+)

1970:Lalitaji(Intro of 1959: Whiteness

Nirma) Functional Postg

(+)

Whiteness

As seen, Surf Excel has changed its positioning over years to keep itself relevant to the external
environment and thus maintained its success.

Initially, the positioning was limited to Functional Positioning limiting itself to providing
benefits and solving the needs. Then, for some time it went into symbolic positioning with
providing social meaningfulness with the concept of save 2 buckets water. Over a period of
years, the positioning has changed to experiential positioning, trying an emotional connect with
consumers with its new philosophy.

POSSIBLE VALUE PROPOSITION

 More Price The same price Less Price

More Benefits More for more More for the same More for less

The same benefits The same for less

Less benefits Less for much less

In red are the

losing value
proposition Possible Value Propositions

Changing Value Proposition of Various brands

The above figure shows the possible value propositions, upon which a company might position
its products. “MORE FOR MORE” positioning involves providing upscale products and
charges a higher price to cover the costs. Surf Excel claims superior quality, performance, and
charges a price to match. This value for money positioning was extensively used by the company
during the 1970’s. Due to introduction of competition, the company gave more benefits like stain
removal, color preserving quality for the same price, hence the value positioning of the company
is “MORE FOR THE SAME”.
The positioning of Surf Excel in comparison with its competitors is as follows:

LATEST AD ANALYSIS- THE SACK RACE AD:

Surf Excel latest ad justifies the tagline “Daag acche hain”.  As usual the latest ad fits compactly
in a 60 sec run and yet manages to impress and bring a smile in the end. The presence of kids
along with the way they have acted also brings further charm to the commercial. Surf excel gets
the background music spot on. The background music slowly gets more joyous as the ad
progresses. It is a clear example of emotional marketing used effectively. Each of the ad is filled
with a heart touching message for the viewer.
The story board of the ad was:

This ad starts in a background of a school playground. 2 small school going children are ragging
another young kid by pulling down his pants. Just when the young boy’s pants are pulled down
the head mistress appears. And she asks what’s going on. The young boy, with a big heart, says i
was just practicing for sack race which is going to be held in some days.

The boy pulls down his pants and starts sack racing with his pants down.  As happens in surf
excel ads, the boy enters the middle of a pool of mud water, rolls and falls in it and finally stands
up with clothes all muddy. The head mistress takes a look at all that is happening and finally
forgives the naughty boys. These boys than meet up with our young hero, say thanks, and pull
down their own pants and start sack racing.

Objective:

The objective of the communication was to bring out the essence of Forgiveness as a value
which teaches the kid to be harmonious with others. And encourage mothers to see the value
behind stains. It was how through stains, this child forgives some bullies who troubled him and
through stains he teaches them a far bigger lesson in life.

Criticism:

 The consumer has now come to expect a certain kind of a predictable story from Surf
Excel under the 'Daag achche hai' umbrella. In such a scenario, the challenge for
communication is to give a refreshing take which surprises the viewer. But the latest ad
fails to do so.
 Also the whole plot can be criticized to some extent. The plot seems a little forced
especially the kid jumping into the puddle without any reason or provocation.
LEARNINGS

Periodic
changing
product
positioning of
Surf excel

1. Product Life Cycle and market stage have an impact on the positioning of the product –
surf excel
2. During the early stages, i.e. in 1950s, Surf excel was the first ever detergent to be
marketed in India and hence the product was in an introductory stage. Accordingly the
communication strategy adopted was one of awareness, information – all leading to
market incubation
3. In the growth stages of the 1970s,the communication strategy changed to one of product
differentiation – educating customers of advantages of Surf Excel in terms of its superior
quality and value for money, over its newly emerged rival-Nirma
4. In the maturity phase of the 1990s,the market for detergents started getting fragmented in
the organized sector, with the entry of several other players, all vying for India`s growing
market. This prompted Surf to come up with a ‘reminder’ strategy of communication-
repeated positioning of effective stain removal
5. The positioning of Surf Excel continues to change, in line with innovative product
features and communication themes, each time trying to capture an increased market
share.
Present Competitor positioning:

VALUE MATRIX

According to Martinez (2003) “Value resides in the satisfaction and fulfilment of customers’
expectations, at the same time, generating wealth for organisations.” The value proposition is
defined as “an implicit promise a company makes to its customers to deliver a particular
combination of values” (Martinez, 2003). Each proposition searches for a unique value that can
be delivered to a chosen market.
Successful companies do not just add value, they re-invent it.
 o Innovator: The product Surf Excel was an innovation from the detergents prevalent in
India during the time of its launch. Also, it introduced the concept of Bucket washing.
Here, the innovation for the Surf Excel occurs in terms of the changing, innovative value
propositions in terms of the benefit-mix offered to its target segment of customers

o Brand Manager: Superior control over product style, quality and promotion
o Over time, the value proposition changed to socialisor, sensitive fulfillment of customer
needs supported by reliability and honesty

References:

1. http://en.wikipedia.org/wiki/Surf_Excel
2. http://www.citeman.com/5429-fmcg-strategies-before-liberalization-some-illustrations/
3. http://www.indiatogether.org/environment/articles/tlink-1002.htm)