Company Profile - HUL• A 52% owned subsidiary of Anglo Dutch giant A 52% owned subsidiary of Anglo Dutch giant
Unilever.Unilever.
• India – 1888India – 1888
• largest FMCG company with 100 factorieslargest FMCG company with 100 factories
• Touching 2 out of 3 consumer .Touching 2 out of 3 consumer .
• 20 distinct categories – Home and personal care 20 distinct categories – Home and personal care products, food and beverages.products, food and beverages.
INDIAN DETERGENT MARKET
• Indian Detergent market : 5100 crore ($1.2 bn).
•Detergent bar market makes up for 43% of this market
•HLL commands 38% of the fabric wash market.
• PRODUCT LENGTH
PRODUCT SURF EXCEL: Derived from “SURFACTANT”
STARTED 1951- Underwent tremendous change
BRAND SURF EXCEL CATEGORIZED INTO:
• Surf Excel quick wash• Surf Excel Blue• Surf excel matic• Liquid & Detergent
SURF EXCEL QUICK WASH
• 4000g• 3000 G• 1500g• 750g• 500g• 200g• Carton200g • Refill3300g - Bucket
CONVERTS HARD
WATER TO SOFT
WATER
CONVERTS HARD
WATER TO SOFT
WATER
SURF EXCEL BLUE
• Surf excel Blue is a color care variant. "Red ko red rakhne ke liye blue".
• 4000g• 3000g• 1500g• 750g• 500g• 200g - Carton200g • Refill3300g - Bucket
SURF EXCEL-MATIC
Surf excel Matic Top Load(LARGE WATER QUANTITY)
2000g 1000g 500g Surf excel Matic Front Load(LOW FOAM PRODUCER)
2000g 1000g 500g
BAR & LIQUID FORM
SURF EXCEL SURF EXCEL BARBAR
SURF EXCEL SURF EXCEL BARBAR GENTLE WASHGENTLE WASH
For GAINING MARKET For GAINING MARKET SHARE OF REVIVE AND SHARE OF REVIVE AND
EZEEEZEE.
GENTLE WASHGENTLE WASH
For GAINING MARKET For GAINING MARKET SHARE OF REVIVE AND SHARE OF REVIVE AND
EZEEEZEE.
PRICE
The pricing strategy for Surf excel have always been in accordance with its competitors.
THE PRICE WAR
• Flash back to the 80’s
• The First Detergent War was fought in the 80’s when a small manufacturer in Gujarat aggressively marketed a detergent powder called ‘Nirma’nationally at one-fifth
the price of existing brands.
The launch changed the profile of the Indian detergent industry.
LOST ITS MARKET SHARE
COMBO OFFERS
16 LITRE BUCKET PACK FREE WITH 3.3 KG SURF EXCEL
BLUE
16 LITRE BUCKET PACK FREE WITH 3.3 KG SURF EXCEL
BLUE
Surf Excel quickwash 1 kg Rs. 146 + Comfort fabric
conditioner 200ml Rs. 29 = Rs. 175
Pay Rs. 163*/- for the combi pack and save Rs. 12/-
*(inclusive of all taxes)
Surf Excel quickwash 1 kg Rs. 146 + Comfort fabric
conditioner 200ml Rs. 29 = Rs. 175
Pay Rs. 163*/- for the combi pack and save Rs. 12/-
*(inclusive of all taxes)
PROMOTION
• 1st national detergent brand on TV
• Different formats of communication.
• Commercials through NET & SMS.
• Children festival
• Sales promotion through aggressive pricing
TAG LINES
DIRT IS GOOD : DAAG AACHE HAIN
SURF EXCEL HAI NA !
DIRT IS GOOD : DAAG AACHE HAIN
SURF EXCEL HAI NA !
PLACE & DISTRIBUTION
HUL distribution network – key strength (Which helps reach out its product across the length and width of the vast country)
• Direct coverage in over 1 million retail outlets
• 7000 Stockiest
• 2000+ Suppliers & Associates
NETWORK
Factory – Company warehouses –
Distributor – Market
Factory – Wholesaler & Big retailers (Bulk orders) – 30% Sales
Factory – Company warehouses –
Distributor – Market
Factory – Wholesaler & Big retailers (Bulk orders) – 30% Sales
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