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SURF EXCEL , IMC 1
Presented By :Firoz Anjum - 326Dering Naben - 323Richa Rashmi - 342
SURF EXCEL , IMC 2
CONTENTS1) About HUL2) Evolution3) Product Range4) A Journey 5) Media Strategy ( Traditional )6) Media Strategy ( Non-Traditional )7) Promotion8) Ad Campaigns
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Surf Excel: THEBRAND
Evolutionary History
1959 1990 1996 2003 2006SURF SURF ULTRA SURF EXCEL SURF EXCEL SURF EXCEL
BLUE BAR
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SURF EXCEL : THE BRAND
1959SURF
1990SURF ULTRA
1996SURF EXCEL
2003 SURF EXCEL BLUE
2006SURF EXCEL BAR
Surf Surf Ultra Surf Excel Surf Excel Blue Surf Excel Bar
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1959: First national detergent brand that used Televisionfor its advertisement
1970’s: Threat from “Nirma Washing Powder”“Lalitaji” campaign to communicate the price value equation
1990’s: Rise in competition in the mid price powder segment with the launch of “Ariel”“Daag Dhoondte Reh Jaaoge” campaign
1996: Launch of Surf ExcelNew variant offering “Complete Cleaning and Care”“Jaise bhi daag ho, Surf Excel hai na”
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Surf Excel: A Journey in Brand Communication
2003: Surf was re-launched as Surf Excel Blue “Jayega Nahin Jayega”
2005: “Daag Acche Hain”“Agar Daag Lagne se kuch acha hota hai, toh Daag Acche hai”
2006: Surf Excel Bar Rin Supreme Bar to Surf Excel Bar
Campaign based on “Good news Bad news platform “
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Broadcasting, Print media
Billboards and posters
Print Media, such as newspapers, magazines , direct mails Broadcasting media, television and radio (FM channels) Frequency of ads is higher during the time slots 1.00 pm to 3.00 pm and 9.00 pm to 11.00 pm Word of mouth publicity
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Surf Excel : Media Strategy ( Traditional )
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Title sponsors of TV shows (Surf Excel Little Masters 2010)
Since last 5 year Surf Excel organizes children's festivals
Surf Excel has it's own YouTube channel wherein children share their “ Dirt is Good “ experiences
Surf Excel tied up with the movie – Chillar Party
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Surf Excel: Media Strategy (Non-Traditional)
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Thank You