ARIEL HISTORY • Launched in 1991 by Procter & Gamble• First to introduce ‘Compact Detergent’ technology• Introduced ‘Smart Eye’ technology for stain removal• Available in different variants

SURF EXCEL HISTORY

Surf brand made by

HUL

Surf was introduced in

1959 after brand RINSO failed in India

One of the oldest

detergent in India

Competition emerged from

low priced detergents in

1970’s

Revolutionary change in

1990’s through various ad campaigns

Surf excel leads the

premium wash category in

India

Trying to expand its product line

Discovering new

markets

MARKET STATS

54.6SURF EXCEL ;

37%

ARIEL ; 8%

MARKET SHAREFabric Wash Market in IndiaTotal Market Size Rs. 8800 CroresTotal Volume- 2.3 Million Tonnes +98 percent Penetration in IndiaCAGR -10 per cent

Consumption Pattern Increase 55 per cent Urban (14 percent users of Washing Machine) 45 per cent Rural

SEGMENTATION• Surf Excel is available in 4 variants:

• Surf Excel Blue• Surf Excel Quick Wash • Surf Excel Automatic• Surf Excel Detergent Bar

Rating7/6

Ariel is available in 3 variants: Ariel Fresh Clean Ariel Spring Clean Ariel Front-O-Mat

MARKETING OBJECTIVESSurf Excel Ariel

Approaching New Markets Switch Consumers from Existing Brands in the present Market

Launching Product Extensions Product Innovation

Maintain Brand Loyalty Increase Brand Loyalty

COMMON MARKETING OBJECTIVES

- Ensure top-of-the-mind recall- Increase Frequency of Usage- Launching Variants in the Washing Machine Category- R&D for new product innovations

Understanding consumer needsSurf Excel Ariel

Ad campaign –”Daag Dhoondthe Reh jaogae”

Ariel has not concentrated much on television advertisement

Surf excel popular ad campaign” jaisae bhi daag ho ‘surf excel hai na

Popular punchlines, “ Ariel ki dhulai, dilo ko pass laayi”

Surf excel quick was launched “AD campaigns on shortages of water across country “.AD campaign “Daag Acche hai”

Partnership with LG washing machines (It considers Ariel detergent the best for its washing machine)Partnership with Manish Malhotra for promotion of the detergent

COMPETITVE ADVANTAGE

Rating8/6

SWOT ANALYSIS

SURF EXCEL

• Strong R&D.

• Offers & Schemes.

• Strong Distribution Channel.

ARIEL

• Global brand presence.

• Less number of intermediaries in distribution channel.

STRENGTHS

WEAKNESSES

SURF EXCEL

• Expenses On Advertising.

ARIEL

• Less Offers & Schemes

SWOT ANALYSIS

OPPORTUNITIES FOR BOTH

THREATS TO BOTH

• Competition from organized and unorganized players.

• Increased level of price competition.

• Penetration in rural areas.

• Both Can Increase Their Frequency Of Usage.

• New Consumer Markets

CONSUMER SATISFACTION RESEARCH

Rating7/5

Create Competencies to Match Opportunities

Surf Excel-Brand Consolidation Strategy

- Change from Rational Appeal to Emotional Appeal Marketing messages

Eg. Sasti cheez or achchi cheez me farak hota hai to Daag Dhoondthe Reh Jaaonge to Daag Acche Hain

Ariel

- Introduced Variants for consumers at lower prices

- New product offerings like Supersoaker Ariel

Rating7/6

Surf - Experienced Player - Competitive Advantage with well laid distribution and retail network - Innovative advertising approaches - Willingness to venture out with new variants

Ariel - Strong first mover advantage in the Pricing War - Entrenched firmly in minds on basis of superior cleaning quality

- Need to bring out new variants- focus on aggressive advertising important

Both need to venture out: - Explore Rural Markets - Invest in Research for Niche Products - Find New Consumer Categories - Fight Regional Players with a Customized Market Plan

SUMMARY