SURF excel vs ariel
Surf Excel & ARIEL
Marketing & Competition Analysis
Main areas covered
Introduction | History
Top Indian Players | Market Share
Marketing Objectives | Strategies
Segmentation | Growth Opportunities
Understanding Consumer Needs
Pricing | Marketing Strategy
Competitive Advantages | Promotion/AD Campaign
Environmental Change and Innovation
Consumer Satisfaction and Research
Competitors : Ariel | Recommendation & Suggestions
Conclusion
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
History of Hindustan Lever
Washing Powder Market IN India
MARKETING objectives
PRICE CHART
Segmentation
Surf was launched in 1959.
A family brand with tough stain removal and caring image.
International to Ultra to Excel
Surf Excel is available in 4 variants:
Surf Excel Blue
Surf Excel Quick Wash
Surf Excel Automatic
Surf Excel Detergent Bar
Growth Opportunities
SKU’s – Stock Keeping Units Sachet packs (Rs. 2) of Surf and Ariel are targeting mass market consumers, convenience and affordability
Targeting Upwardly Mobile group with increase in disposable incomes
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
Environmental Change and Innovation
SECOND PRICE WAR
FIRST SLASH : P&G as new entrant goes with Trial and Shift Consumer - Ariel 20gm sachets
Marketing & Competition Analysis
Main areas covered
Introduction | History
Top Indian Players | Market Share
Marketing Objectives | Strategies
Segmentation | Growth Opportunities
Understanding Consumer Needs
Pricing | Marketing Strategy
Competitive Advantages | Promotion/AD Campaign
Environmental Change and Innovation
Consumer Satisfaction and Research
Competitors : Ariel | Recommendation & Suggestions
Conclusion
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
History of Hindustan Lever
Washing Powder Market IN India
MARKETING objectives
PRICE CHART
Segmentation
Surf was launched in 1959.
A family brand with tough stain removal and caring image.
International to Ultra to Excel
Surf Excel is available in 4 variants:
Surf Excel Blue
Surf Excel Quick Wash
Surf Excel Automatic
Surf Excel Detergent Bar
Growth Opportunities
SKU’s – Stock Keeping Units Sachet packs (Rs. 2) of Surf and Ariel are targeting mass market consumers, convenience and affordability
Targeting Upwardly Mobile group with increase in disposable incomes
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
Environmental Change and Innovation
SECOND PRICE WAR
FIRST SLASH : P&G as new entrant goes with Trial and Shift Consumer - Ariel 20gm sachets