1 BY: SUMEET PATEL

CASE STUDY ON

4 P’S OF

“SURF EXCEL”

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ABOUT SURF EXCEL

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, sold under various brand name.

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.

MARKETING MIX

In order to understand which strategy HUL has used to achieve its

objectives of regaining lost ground in the market, we will look at the marketing mix of the company and its product SURF EXCEL.

As marketing strategy shapes the marketing mix for the products, the

marketing mix will point to the strategic choice of the company.

The marketing mix is a synonym for 4ps, which is constructed of the four most important components of every product’s strategy - Product, Price,

Promotion and Place.

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MARKETING MIX: 4 P’S OF SURF EXCEL

1. PRODUCT

Surf Excel came up with the idea of ‘Surfing along, par ‘Excellence!! It has a wide product range which includes-

Surf Excel Blue

Surf Excel Quick wash

Surf Excel Bar

Surf Excel Gentle wash

Surf Excel Front Matic Surf Excel Top Matic

Surf Excel is known for its famous tagline “Daag tou achay hotay hain”

/”Dirt is good”.

But this is much more than just a tagline. It is a central philosophy that the brand lives by, with an intrinsic passion to ensure child development

through tactile learning.

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2. PRICE

The pricing Strategy for Surf Excel has always been in accordance with its competitors.

A change in pricing strategy for HUL’s Surf Excel brand,

which dominates the 5000 crore detergent powder

market,seems to be on the cards.

The FMCG major conceded that its price reduction strategy has not

yielded any value gains for the brand and had,in fact, led to its

‘commoditisation’.

HUL has announced a drastic reduction in price by Rs. 20 per kilo on surf

excel,its premium detergent brand, making it equal to competing brand

Ariel from P&G. Price cut from Rs 155 to Rs 135 per kg.

HUL is now reworking its Surf Excel Strategy by moving away from

positioning the brand on functional benefits to building an emotional

connect.

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3. PLACE

HUL distribution network – key strength (Which helps reach out its

product across the length and width of the vast country)

Direct coverage in over 1 million retail outlets

7000 Stockist

2000+ Suppliers & Associates.

4. PROMOTION

Promotions of surf excel to various target audiences is a vital part of the

management function.

Followings medium are used for promotion

Print media

Electronic media

Live Demonstrations

Social Events

Dirt is good website