NAME: Manseerat Kaur

ROLL NO: 9334

CLASS: TY BMM (Eng - Ad)

SUBJECT: Media Planning

Vs.

Surf Excel:

A Journey in Brand Communication

Surf Excel, launched in 1959, 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. 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. Surf Excel leads the Premium Fabric Wash Category in India.

History of Advertising

•Informational Appeal from early days of ‘Lalitaji’.

•Ads have been only about unhappy housewives.

•Comparison of white shirt and yellow shirt.

•Boring stereotype, predictive and formulaic ads.

Breaking the Cliché

•Says it’s OK to soil your clothes for a good cause.

•Known for its newness, simplicity and clutter breaking ability.

•Emotional connect with the audience.

•Focus centered on people rather than brand or the product, intangible aspects are highlighted.

Present status

•Came up with Surf Excel ‘Forgiveness’ Campaign (Sequel of ‘Daag Acche Hain’).

•It has increased the brand recall value.

Tagline

‘Daag Acche Hain’

Segmentation

Demographic

•Women, aged 25 and above•Housewives esp. with kids•High and upper middle income groups

Geographic

•Tier 1 and Tier 2 cities•Bulkier SKUs in Urban markets•Started targeting rural markets Geo

Psychographic

•Targeting A1, A2, B1, B2 SEC

Behavioural

•Targeting quality driven customer who are ready to pay for a premium product.

Media Strategy (Traditional)

Various categories of communication systems like broadcasting, print media, etc. are used for Surf Excel.

Billboards and posters.

In the Print Media, such as newspapers, magazines, direct mails, outdoors, etc. are used.

In the broadcasting media, television and radio (FM channels) are the major tools.

The frequency of ads is higher during the time slots 1.00 pm to 3.00 pm and 9.00 pm to 11.00 pm for stronger impact on target population.

Word of mouth publicity.

Media Strategy (Non- Traditional)

Title sponsors of TV shows (Surf Excel Little Masters).

Every year Surf Excel organizes children’s festivals – Kala Ghoda 2010, 2009; Anand Mela 2007, D-Mart 2008.

Surf Excel has its own YouTube channel wherein children share their “Dirt is Good” experiences.

Surf Excel tied up with the movie – ‘Chillar Party’.

Organizes various competitions, e.g. World’s largest Hand-Printing Competition (over 70,000 children participated), Surf excel smart choice contest (lucky winner to get Whirlpool washing machine).

Online promotion strategies –website ‘www.surfexcel.in’.

Various initiatives

“Surf Excel and You” suggesting mothers to encourage active learning in their children, mother’s pride – in which mothers can share their pride stories - special moments from the moment they have children, knowledge beyond books, expert advice.

Children’s Club

Social media marketing through facebook – ‘Santa Claus Carnival’ etc.

Impact

Long lasting impact on the consumer because of its emotional connect.

Developed a positive attitude towards stains by highlighting child’s happiness over stained cloths.

15-20% increase in sales in the Indore area.

In a semi-urban area like Rau, sales increased by about 150% (from 6 Kg a month to 15 Kg a month in a retail shop) over last 1.5 years.

Out of 30 homemakers interviewed, brand recall was found to be about 80%.

Ariel

Ariel is a marketing line of laundry detergents made by Procter & Gamble. Ariel first appeared on the UK market in 1967 and was the first detergent with stain-removing enzymes.

Tagline

‘Ariel ki dhulai, dilo ko paas lai.’

Segmentation

Target Customer General consumers Colour sensitive of clothes

Washing machine users Newly married couples Women

Demographic: Family size Benefits: Quality, Service, Income Niche marketing Urban and semi urban areas User status: regular users, potential users and non users.

Media Strategy

Promotion Radio Hoardings Consumer promotion Fragrance oriented and eco friendly

Newspaper Various promotional offers

Marketing objectives

Surf excel ArielTo continue market leadership, 37.8% in Indian Market.

To increase market share, 7.7% P&G in Indian Market.

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

Launching Product Extensions. Product Innovation.

Maintain Brand Loyalty. Increase Brand Loyalty.

SWOT Analysis

Strengths

Surf excel ArielStrong R&D. Global brand presence.

Offers & Schemes. Less number of intermediaries in distribution channel.

Strong Distribution Channel.

Weaknesses

Surf excel ArielExpenses On Advertising. Less Offers & Schemes.

Opportunities for both

Penetration in rural areas.Both Can Increase Their Frequency Of Usage.New Consumer Markets.

Threats to both

Competition from organized and unorganized players.Increased level of price competition.

Conclusion:

After this research, I have come to the conclusion that:

Marketing strategy of Surf Excel is much better then Ariel.

Surf Excel reaches its target audience in an effective manner than Ariel.

Surf Excel has more exposure and brand recall than Ariel.

Surf Excel has already established itself as a premium brand and Ariel is on the stages of proving itself as a premium brand.

Ariel should increase its advertising strategy in order to get more exposure, should indulge in more events like Surf excel.

Sales of Surf Excel are just growing.