Assignment of the A S M

Submitted To: Submitted by:Mrs. Kusam Vipan kumar B.B.A 5th

1.Introduction of The Surf excel

Surf Excel, launched in 1954, is one of the oldest detergent powders in India and Pakistan. Initially, the brand was positioned on the clean proposition of “washes whitest”. However, with the emergence of numerous local detergent manufacturers and the entry of other global brands, Surf Excel underwent various changes in its Brand Communication; from 'lalitaji' to 'dhoondte reh jaaoge' to 'jaise bhi daag ho, surf excel hai na', and is today communicated on the platform of 'Dhaag achcha hai'. This is in line with the global communication platform of Dirt Is Good, which is a communication strategy of Unilever for its premium detergent products, sold under various brand names; such as Omo in Brazil and Persil in UK and France. Today, Surf Excel leads the Premium Fabric Wash Category in India. Some of the other major detergent products of Unilever in India are Rin and Wheel. The latest entry

into the segment is Comfort, a Fabric Conditioner.

2.Product RangeSurf Excel products include Matic, a detergent powder designed specially for washing machines as it has a low lather formula. Quick Wash is a product that saves up to 2 buckets of water and Blue is used for Fabric and Colour Care. Surf Excel also has some specialist products like Gentle Wash, a liquid detergent, and Surf Excel Bar, a nil mineral detergent bar. NIL MINERAL BAR: In India HUL is the only company where NMB is manufactured. NMB manufacturing is different from traditional NSD bar manufacturing. It is a premium category product. The washing properties are enhanced due to no addition of any fillers.

1. surf excel matic2. surg excel blue

3. surf excel Quick wash

4. surf excel bar

3. Punch line of the surf excel detergent:

Daag

achahe

Hai

4.

External links

Unilever - Surf Hindustan Unilever - Surf Excel

1.Introduction to Arial:

Ariel is a marketing line of laundry detergents made by Procter & Gamble. It is the flagship brand in Procter & Gamble's European, Mexican, Japanese, Brazilian Peruvian, Turkish, Filipino, Colombian and Venezuelan portfolios.

Ariel first appeared on the UK market circa 1968 and was the first detergent with stain-removing enzymes. It was a high-sudsing powder designed for twin-tub and top-loading washing machines. With the rise in popularity of automatic front-loading washing machines, a suitable low-suds variant was launched in the early 1970s. The mid-eighties saw the range expanding to encompass liquid detergent and compact powder.

The compact powder was originally known as "Ariel Ultra"; and was subsequently reformulated into the nineties as "Ariel Futur". This was possibly in response to Unilevers launch of the ultimately doomed "Persil Power”which was seen to damage clothes. Compact powders never proved popular in the UK; so when the tablet variant appeared in July 1999, the compact version disappeared.

In 2003, Ariel brought out its quickwash action to its detergents, to allow consumers to be able to do their laundry on a quickwash cycle.

2.Product Range: The available range in the UK currently includes:

Ariel Biological, biological with bleach for whites: automatic (low suds) powder, liquid, 2x concentrated Power liquid, ExcelGel, tablets, and liquitabs.

Ariel Colour and Style, a biological bleach free product to protect colours: automatic powder, tablets, liquid, 2x concentrated Power liquid, ExcelGel and liquitabs.

Ariel Sensitive (formerly known as Ariel Non Bio, without enzymes supposedly protecting sensitive skin): automatic powder, tablets, liquid and liquitabs

Ariel Biological with Febreze: as Ariel biological but with the added freshness of Febreze sold at a premium price to standard Ariel. Available as automatic powder, tablets, liquid, 2x concentrated Power liquid, Excel Gel and liquitabs

Ariel Stain Pen: a stain pre-treatment product. Ariel Handwash: twin-tub powder; also refers to a high-suds version of

liquid sold in smaller bottle: a product to take on holiday, to launder small quantities of clothes.

Ariel is available in powder, tablet, liquid, 2 x concentrated Power liquid, ExcelGel and liquitab form.

In 2006, Ariel started its "turn to 30" campaign to inspire consumers to wash in cool water so that energy can be saved.

Ariel launched a concentrated version of their liquid detergents named Ariel Power in the spring of 2008.

In October 2008, Ariel launched their new Excel Gel product which can be used in temperatures as low as 15 degrees celsius. This product was launched under Ariel's "cold is the new hot" campaign.

In India aerial product range:1. Aerial with quick wash action2. Aerial downy3. Aerial fraicheur alpine4. Aerial oxiazul max5. Aerial excel gel 6. Aerial Bar

Pun cline of the Aerial:

Aerial ki dhulai Dilo ko pass layi

Swot Analysis surf excel and aerial:1.Strength:

Surf excel Aerial1. Surf excel is more famous in 1. Aerial is more famous in westNorth and east side. And south side.2.It is the strong brand protfolit 2.It is a premium brand.3.High quialty man power. 3. it is performing ingredients.

2.Weakness:

1.possibility for low price 1.not in reach the rural areas. Compettion.2.spend on education and enter 2.Ignoranace on distributors -tainment in spite of new return in investment. Product.

Opportunity:1. Growing rural market 1.introducing the new brand 2. upgrading consumer 2. increase the expenditure Through innovation for promotional advertisement

Threat:1.local product and other major 1.counterfeit product in rural Competitors areas and small towns. 2. local product and other major Competitors.

Advertisement and promotional strategy: 1. surf excel

1. surf excel basic aim is to refain consumer to use surf more And more. 2.spend on A&P is approx 500 to 700 cr. 3.it is a popular brand in it self. 4.some times ago this is offer a rin cake free as a promotional offer kicked off sales.

2. Aerial: 1.basic aim is convince the masses to use aerial more and more 2.it is spend on A &P (advertisement & promotional) is 400 to 600 cr. 3. it is do the joint promotion with the whirlphool.

Conclusion: Aerial and surf excel are not only major player in the Indian detergent market. But many of the other player are also becoming very aggressive. By considering the all above points today is the market is not declining but shifting towards perceived value added brands. So every brand has to update it self with the changes of the retain its positon in the market .