Presented By:-Mahesh Sharma

Unilever starts exporting its products to India in late 19th century

Exported sunlight soap in 1888 & lifebuoy in 1895, followed by Pears, Lux & Vim

In 1931 set up first Indian subsidiary with name of Hindustan Vanaspati Manufacturing company

Followed by Lever Brothers India limited(1933),United Traders Limited(1935)

After the merger of these three companies in 1956 these were jointly called Hindustan lever Limited

In Feb 2007 it was renamed as Hindustan Unilever Limited

Lux Surf Excel Rin Wheel Fair & lovely Pond’s Tide

Clinic Pepsodent Close-up Lakme Brooke bond Kissan Kwality Wall’s

Surf excel was introduced in 1959 by H.L.L. Total market is 23 lakh tons in volume in

India 7 lakh tons market is of laundry soaps &

bars 16 lakh tons market is of synthetic

detergents 40% is detergent cakes. 60% is of detergent powder.

Surf Excel was initially introduced as a Surf as their detergent.

Introduction to the new product was good.

They gave product with covered label for trial purpose.

They effectively advertised on all channels & news papers.

After a month ,a new product “Surf Excel” was revealed.

“Aise daag vaise daag jaise bhi daag ho Surf Excel hai na??”

“Less Surf ,low lather & conserve water”.

“Daag achche hain”. It means that Stains are good

SURF ARIEL Surf was introduced in

1959 by HLL Aim of surf excel is to

regain consumer use surf excel more and more.

Spend on A&P is approx. is 500 to 700 Crore.

It is a popular brand in itself.

Surf offering Rincake as promotional offer

Ariel was introduced in 1985 by P&G.

Aim of Ariel is to convince masses to use Ariel more & more.

Spend on A&P is approx. is 400 to 600 Crore.

Join promotion with Whirlpool

Conducting sales contests

Product 20gm 200gm ½kg 1kg 1.5 kg 3kg 4kg

Surf excel 2 16 50 --- 113 240 310

Ariel 2 26 55 107 150 --- ---

Tide 1.5 11 26 71 --- --- 220

1. Surf excel and Ariel are not only major in the market but also Nirma & other also becoming very aggressive.

2. Today scenario of Indian market is shifting towards more perceived value added brands.

3. So every brand has to update itself with changes it’s position in market.