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  • Presentation On Surf Excel 2003

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    mahesh2037
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    The document summarizes the history and market of Hindustan Unilever Limited (HUL) and its laundry detergent brands in India. It discusses how Unilever first exported products like Sunlight soap to India in the late 19th century. Over time it established subsidiaries in India and eventually merged them to form HUL in 1956. HUL was later renamed Hindustan Unilever Limited in 2007. It provides details on HUL's major laundry detergent brands like Surf Excel, Rin, Wheel, and market shares. The document also compares Surf Excel and Ariel on their introduction year, advertising spends, and promotional strategies.

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    Presentation on Surf Excel 2003

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    The document summarizes the history and market of Hindustan Unilever Limited (HUL) and its laundry detergent brands in India. It discusses how Unilever first exported products like Sunlight soap to India in the late 19th century. Over time it established subsidiaries in India and eventually merged them to form HUL in 1956. HUL was later renamed Hindustan Unilever Limited in 2007. It provides details on HUL's major laundry detergent brands like Surf Excel, Rin, Wheel, and market shares. The document also compares Surf Excel and Ariel on their introduction year, advertising spends, and promotional strategies.

    Copyright:

    Attribution Non-Commercial (BY-NC)
    Download as PPT, PDF, TXT or read online from Scribd
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    Download as ppt, pdf, or txt
    457 views11 pages

    Presentation On Surf Excel 2003

    Uploaded by

    mahesh2037
    The document summarizes the history and market of Hindustan Unilever Limited (HUL) and its laundry detergent brands in India. It discusses how Unilever first exported products like Sunlight soap to India in the late 19th century. Over time it established subsidiaries in India and eventually merged them to form HUL in 1956. HUL was later renamed Hindustan Unilever Limited in 2007. It provides details on HUL's major laundry detergent brands like Surf Excel, Rin, Wheel, and market shares. The document also compares Surf Excel and Ariel on their introduction year, advertising spends, and promotional strategies.

    Copyright:

    Attribution Non-Commercial (BY-NC)
    Download as PPT, PDF, TXT or read online from Scribd
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    Download as ppt, pdf, or txt
    of 11

    Presented By:-

    Mahesh Sharma
     Unilever starts exporting its products to India in
    late 19th century
     Exported sunlight soap in 1888 & lifebuoy in
    1895, followed by Pears, Lux & Vim
     In 1931 set up first Indian subsidiary with name of
    Hindustan Vanaspati Manufacturing company
     Followed by Lever Brothers India
    limited(1933),United Traders Limited(1935)
     After the merger of these three companies in 1956
    these were jointly called Hindustan lever Limited
     In Feb 2007 it was renamed as Hindustan
    Unilever Limited
     Lux
     Surf Excel

     Rin

     Wheel

     Fair & lovely

     Pond’s

     Tide
     Clinic
     Pepsodent

     Close-up

     Lakme

     Brooke bond

     Kissan

     Kwality Wall’s
     Surf excel was introduced in 1959 by H.L.L.
     Total market is 23 lakh tons in volume in India

     7 lakh tons market is of laundry soaps & bars

     16 lakh tons market is of synthetic detergents

     40% is detergent cakes.

     60% is of detergent powder.


     Surf Excel was initially introduced as a
    Surf as their detergent.
     Introduction to the new product was good.
     They gave product with covered label for
    trial purpose.
     They effectively advertised on all
    channels & news papers.
     After a month ,a new product “Surf
    Excel” was revealed.
     “Aise daag vaise daag jaise bhi
    daag ho Surf Excel hai na??”
     “Less Surf ,low lather & conserve
    water”.
     “Daag achche hain”. It means that
    Stains are good
    SURF ARIEL
     Surf was introduced in 1959  Ariel was introduced in
    by HLL 1985 by P&G.
     Aim of surf excel is to  Aim of Ariel is to convince
    regain consumer use surf masses to use Ariel more &
    excel more and more.
    more.
     Spend on A&P is approx. is
    500 to 700 Crore.  Spend on A&P is approx. is
     It is a popular brand in itself. 400 to 600 Crore.
     Surf offering Rincake as  Join promotion with
    promotional offer Whirlpool
     Conducting sales
    contests
    Product 20gm 200gm ½kg 1kg 1.5 kg
    3kg 4kg
    Surf excel 2 16 50 --- 113
    240 310
    Ariel 2 26 55 107 150
    --- ---
    Tide 1.5 11 26 71 ---
    --- 220
    1. Surf excel and Ariel are not only
    major in the market but also Nirma &
    other also becoming very aggressive.
    2. Today scenario of Indian market is
    shifting towards more perceived value
    added brands.
    3. So every brand has to update itself
    with changes it’s position in market.

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