Ariel vs Surf excel Brand comparison.

Brand comparison between Ariel and surf excel .Covers some aspects of two brands including SWOT analysis of the two brands .

1. ARIEL HISTORY Launched in 1991 by Procter & Gamble First to introduce ‘Compact Detergent’ technology Introduced ‘Smart Eye’ technology for stain removal Available in different variants

2. SURF EXCEL HISTORY

3. MARKET STATS 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

4. SEGMENTATION Surf Excel is available in 4 variants: Surf Excel Blue Surf Excel Quick Wash Surf Excel Automatic Surf Excel Detergent Bar Rating 7/6 Ariel is available in 3 variants: Ariel Fresh Clean Ariel Spring Clean Ariel Front-O-Mat

5. MARKETING OBJECTIVES Surf Excel Ariel Approaching New Markets Switch Consumers from Existing Brands in the present Market Launching Product Extensions Product Innovation Maintain Brand Loyalty Increase Brand Loyalty Common Marketing Objectives - Ensure top-of-the-mind recall Increase Frequency of Usage Launching Variants in the Washing Machine Category R&D for new product innovations

6. Understanding consumer needs Surf Excel Ariel Ad campaign –”Daag Dhoondthe Reh jaogae” Ariel has not concentrated much on television advertisement Surf excel popular ad campaign” jaisae bhi daag ho ‘surf excel hai na Popular punchlines, “ Ariel ki dhulai, dilo ko pass laayi” Surf excel quick was launched “AD campaigns on shortages of water across country “. AD campaign “Daag Acche hai ” Partnership with LG washing machines (It considers Ariel detergent the best for its washing machine) Partnership with Manish Malhotra for promotion of the detergent

7. COMPETITVE ADVANTAGE Rating 8/6 SWOT ANALYSIS SURF EXCEL Strong R&D. Offers & Schemes. Strong Distribution Channel . ARIEL Global brand presence. Less number of intermediaries in distribution channel . Strengths Weaknesses SURF EXCEL Expenses On Advertising. ARIEL Less Offers & Schemes

8. SWOT ANALYSIS Opportunities For Both Threats To Both Competition from organized and unorganized players. Increased level of price competition. Penetration in rural areas. Both Can Increase Their Frequency Of Usage. New Consumer Markets CONSUMER SATISFACTION RESEARCH Rating 7/5

9. Create Competencies to M atch 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 Rating 7/6

10. Surf - Experienced Player - Competitive Advantage with well laid distribution and retail network - Innovative advertising approaches - Willingness to venture out with new variants Ariel - Strong first mover advantage in the Pricing War - Entrenched firmly in minds on basis of superior cleaning quality - Need to bring out new variants - focus on aggressive advertising important Both need to venture out: - Explore Rural Markets - Invest in Research for Niche Products - Find New Consumer Categories - Fight Regional Players with a Customized Market Plan SUMMARY