6233837 Surf vs Airel

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CONSUMER

BEHAVIOUR

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The War BetweenSURF ARIEL

&

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The Scenario of Indian Market

7 lakh tons market laundry soaps & bars

16 lakh tones market synthetic detergents

40% detergent cakes

60% detergent powder

40% share of HLL (Surf approximately 1 0-12 %)

5% share of P&G (Ariel approximately 1 -1.5%)

Total market 2 3 lakh tons in volume

Launch of Surf & Ariel

Surf introduced in 19 59 by HLL

Ariel introduced in 198 5 byP&G

Price War

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L aunch of Surf & Ariel

Surf introduced in 19 59 by HLL

Ariel introduced in 198 5 by P&G

Price War

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P ricing Strategy Products

20 gm

.

200 gm.

kg.

1kg.

1kg.

3 kg.

4 kg.

Surf ExcelBlue

2/- 16/-

41/-

- 11 3/-

240/-

310/-

Surf ExcelQuickWash

2/- 26/-

56/-

109/-

- - -

Ariel 2/- 26/-

55 /-

107/-

150/-

- -

Tide 1. 5/-

11/ - 26/-

51/ - - - 22 0/-

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D istribution Strategy

D istribution chainManufacturer -> regional stockiest -> retailer -> consumer Manufacturer -> wholesaler -> retailer -> consumer

D istribution marginHLL 5%, Surf approximately 1 -1. 5%P&G 6 %, Ariel approximately 1 -2. 5%

P&G is now trying to share off

distributor margin by 2 %

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Advertising &P romotional Strategy

Basic aim is to regainconsumers to us esu rf more and moreSpends on A&P isapprox. 500 to 7 00 crore

It was a p o p ul ar brand in itself

Surf offering a R incake free as apromotional offer kicked off sales

Basic aim is toconvince the

masses to us eArie l more andmoreSpends on A&P isapprox. 400 to 6 00 crore

J oint promotion withWhir lp oo l

Demon s tration s

Sa le s conte s t

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Survey Question. On the basis of following points , what would youprefer SURF or ARIEL

Price Packaging FragranceQuality

ArielSurf

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S urf SWOT Analysis

Strength

>More famous inNorth and East side

>C onstantly changingas per washing needs>Strong brand

portfolio>High qualityManpower

O pp ort u nitie s>Growing rural market> As brand growth , increase inconsumption andusage>Upgrading

consumers throughInnovation

Weakne ss>Possibility for lowprice competition>Spends on educationand entertainment inspite of new products

Threat s>Local products andother major competitors

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Ariel SWOT AnalysisStrength

>More famous inSouth and Westernside>Premium Brand>Unique combinationof high performingingredients

O pp ort u nitie s>Introducing of newbrands>Increase in

expenditure for Promotional and Advertising>Improvement indistributioninfrastructure

Weakne ss>Not in reach of rural areas

>Ignorance ondistributors returnon investment

Threat s

>Spurious /counterfeitproducts in ruralareas and smalltowns>Local productsand other major competitors

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R ecommendations

Price

Promotion & AdvertisingMarketingPackaging

Effective R& D towards theproduct

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C onclusion

Ariel and Surf are not only major players in the Indian D etergentmarket but Henke and Nirma arealso becoming very aggressive.By considering all the above pointstoday the market is not declining butshifting towards more perceivedvalue added brands.So every brand has to update itself with changes to retain its position inthe market.

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With Thanks

Documents

6233837 Surf vs Airel