Strategic Management

By Ankita Bhogle - Roll No. 2

Pooja Salvi - Roll No.15
Introduction
 Surf Excel is a laundry detergent line of products

 Owned by Hindustan Unilever Limited (HUL)

 Launched in India in the year 1959

Introduction
 Ariel is a premium quality detergent product

 Launched by the parent company Procter & Gamble 7 years

later after the washing machines were launched in 1967.

 Launched in India in the year 1990

 Vision : To change the livelihoods of women by easing down

the burden of washing clothes from a traditional way to easy
and effective way
Marketing Mix by Surf Excel

Product

 Surf Excel categorises its

product offerings as a part
of its marketing mix into
Hand wash and Machine
wash sub segments
 Price

 Surf Excel targets premium and mid-tier consumer with

maximum market share pricing strategy.

 All its products are priced lower than the rival P&G brand
Ariel.

 Place

 Surf Excel line of products are available in India, Sri Lanka,

Bangladesh, and Pakistan.
 Promotion

 Surf Excel adopts 360-degree promotion for its products.

 The company has based all its campaign on the baseline of

“Dirt is Good” “Daag acche hai”

 The company has also used billboards, posters, print media

such as newspaper, magazines, and major radio channels

 Launched initiatives like “Surf Excel and You”.

Advertisements
Surf Excel Ariel
 “Daag Acche Hai”  “ShareTheLoad
 “Maa Ke Hathon Jaisi Safai
Marketing Mix by Ariel

 Product

 Ariel detergent launched powder, bars and liquid in it

marketing mix product portfolio for the convenient usage.

 With the increase in the usage of washing machines Ariel

detergent was in more demand and it has been keep coming
up with new innovative products like bleach free chemical,
fragrance detergent, increasing brightness and many more.
 Price

 Ariel follows the premium pricing strategy in its marketing mix

whose products cost is a little more than the product’s price
of its competitors.

 Main target segment for Ariel is the upper middle class who
are ready to pay a little more price with the assurance of not
damaging their clothes.

 For the lower middle class Ariel has also launched products
like small sachet. Recently they have come up with mid-
pricing products like Ariel super soaker in order to penetrate
in the rural areas.
 Place

 Has a wide global distribution

 Storage house in every country which helps in distributing

products in remote areas.

 Promotion

 Strong campaign for it''s all new innovative products

 Traditional methods for mass communication

 Ariel’s latest campaign “Share the load”