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Objective

The main aim of undertaking this study is

to accomplish the following…

• To study the consumer buying behavior.

• To study the impact of advertising of surf

excels on consumer buying behavior.

• Analysis of customer awareness of product.

Washing Powder Market IN India

source : IMRB

Segmentation Of Detergent

Powder Market

PREMIUM

Surf excel -Automatic & Quick wash & Ariel-

Ultramatic

MID PRICED

Surf Excel Blue, Tide,

Stain Champion

MASS MARKET

Wheel , Fena, Nirma,Ghadi etc.

Laundry Care Market

Washing Powder (51

percent)

Detergent Bars

Liquid

(New Entrant)

Introduction

Fabric Wash Market in India • Total Market Size Rs. 8800 Crores

• Total Volume- 2.3 Million Tonnes +

• 98 percent Penetration in India

• CAGR -10 per cent

Consumption Pattern Increase 55 per cent Urban (14 percent users of Washing Machine)

45 per cent Rural

Major Players • HUL

• Nirma

• Ghadi

• P&G

Source : Business Standard, 29-11-07

Background history

1959 – HUL Introduced SURF.

SURF EXCEL: Derived from “SURFACTANT”

1990 – Emergence of concentrate & Mid price segment powers.

Ad Campaign “ Daag Doonthe rah jaoge” was launched.

1996 – Surf Excel launched. Ad Campaign “ Jaise bhi Daag ho, Surf Excel hai na”

2003 – Surf Excel Quick wash launched “ Ad campaigns on Shortage of water across country”

2005 – Ad Campaign “ Daag Acche hai na “.

Varieties of surf excel

Surf Excel quick wash

Surf Excel Blue

Surf excel matic

Liquid & Detergent bar 4

2

3

1

Research methodology..

Secondary data

Primary data

1)Qualitative Research

A. Observation method

B. Interview

2)Quantitative Research

A. Questionnaire design

B. Pilot Testing

C. Questionnaire correction

D. Sample Size(30)

E. Analysis

SURF-EXCEL 56%

ARIEL 17%

TIDE 17%

OTHERS 10%

129 140

110

130 142

85 95 100 105

120

70

130

0

20

40

60

80

100

120

140

160

SURF EXCEL OTHERS

Surf excel with different

parameter

SACHET

POUCH

20%

250-500 gm

20%

1Kg 37%

LARGE

PACKETS 23%

OTHER 23%

1

3

12

14

OVER-ALL EXPERIENCE

Bad Natural Good Very

Good

Sample Size: 30

0

2

4

6

8

10

12

14

16

18

Automatic Quick-wash Blue Bar

unaware

not used

used

Awareness level

LIKE 97%

DONT LIKE 3%

Observation

Why Surf excel ?

The answer can be found out by taking a brief look at

Maslow’s Hierarchy of Needs. There are two basic needs that

play along like proponents.

• One is the Social needs (for instance, being clean and

acceptable in the society) and

• The other need acts like a catalyst which is Egoistic

needs(i.e., customers who thinks that buying or using Surf

Excel will give them a higher status compared to using other

detergents).

Functionality and Surf excel

Recommendation:

The possibilities are endless. For example, shampoo penetration is

one of the lowest in Asia. Similarly fifty per cent of the population

still uses laundry soap to wash their clothes which comprises

mainly the low income group. Unilever has 40pc of the market for

detergent powder (Surf Excel). A switch from laundry soap to

detergent powder will be hugely beneficial to Surf Excel and

ultimately for Unilever. Profitable growth will be sustained through

focused brand building, innovation and superior management of the

supply chain to achieve cost competitiveness.

Some consumer feel that price of Surf Excel is too high.

Survey reveals that most of the customers are not aware of the Surf-

excel automatic, surf-excel quick wash. And the normal tendencies

of the customer are to consider all the variety of product as same.

So for this HUL should create an awareness of what exactly are the

varieties of surf-excel and what are the functional benefits of those

product.