Surf excel vs ariel

In this presentation I have made a comparative analysis of Surf Excel and Ariel that belong to the premium detergent segment on the basis of products,advertising strategies and swot analysis etc.Thanks to the previously shared ppt on slideshare

1. INTER FIRM ANALYSIS SURF EXCEL V/S ARIEL

2. Major players

3. HUL V/S P&G

4. Our Mission “ We have a mission to add Vitality to life.We meet everyday needs for nutrition, hygiene and personal care with brands that help people feel good, look good and get more out of life.”

5. Our VISION “We strive to be leaders in all platforms with a passion to win, maintaining trust in the masses following the principles of Integrity and mutual independency in the way of life to value personal mastery and to seek the best,”

6. Our Mission “ We will provide branded products and services of superior quality and value that improve the lives of the world’s consumers. As a result, consumers will reward us with leadership sales, profit, and value creation, allowing our people, our shareholders, and the communities in which we live and work to prosper.”

7. PRODUCT 1

8. History in India

9. Low Lather detergent powder Dissolves in hard water containing salts such as Calcium or Magnesium Has a special feature of converting hard water into soft water Available in packages ranging from 200g to 4kgs. Surf Quickwash

10. Front LOad Front Load washing machines are expensive and require proper maintainence Has “Low Suds” formula, desingned to create remove stains without causing excess foam Surf excel matic

11. TOP LOad Inspite of using a washing machine there was a need to hand wash and scrub tough stains, hence Surf Excel Matic Top Load Designed to work in high water environment inside a top load washing machine Surf excel matic

12. Only liquid detergent in the Surf variants Specially meant for woolens, baby clothes, crepes etc. It is available only in 200 ml variant Surf excel gentle wash

13. Rin was reintroduced as Surf Excel Bar in 2006 Introduced to counter Tide Bar Rin Supreme focused on whiteness platform whereas this bar focused on stain removal Available in size of 100g to 800g Surf excel BAR

14. aDvertisement strategies

15. Lalitajee Campaign Launched in 1970 Tagline -“Surf ki kharidari main he samazhdari hai ” Ad focused on being best detergent in Indian market.

16. Daag Dhoondte rehh jaaoge Launched in 1990 Tagline – “ Daag dhoondte rehh jaaoge ” Innovative advertisement Was instrumental in capturing a reasonable market From here surf excel focused on stains

17. Jaise bhi ho,daag aache hai na Launched in 1996 A all together new campaign launched after success of the previous campaign This ad again focused on stain removal power

18. SURF EXCEL HAIN NA This campaign was introduced in 1999 Had an intention to make consumers rely on Surf Primary objective of building trust Secondary objective of becoming a leader

19. Do Bucket paani ab rozana hai bachana New technology launched to promote reduced water consumption Featured Shabana Azmi A new and interesting perspective to a detergent introduced

20. 2005 Till Date..

21. PRODUCT 2 - aRIEL

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

23. PRODUCT RANGE

24. Multiple cleaning systems Contains pink noodles, green and blue speckles which have the power of bar, brush and blue Can be used for hand wash and top load machines ARIEL COMPLETE

25. Combines with Ariel Complete cleaning properties Along with stains works on germs upto 99.9% Can be used for hand wash and top load machines ARIEL ANTIBAC

26. Combines with A riel complete properties Has advanced perfume technology Long lasting fragrance for 24 hours Suitable for handwash and top load technology ARIEL 24 HOUR FRESH

27. Meant for washing machine Works on difficult collars and cuff areas Recommended by LG Washing Machine ARIEL MATIC

28. Has colour lock technology Removes stains & prevents from fading Suitable for handwash and top load washing machines ARIEL COLOUR AND STYLE

29. Marketing & Advertising

30. Ariel has not concentrated much on television advertisement Popular punchlines , “ Ariel ki dhulai , dilo ko pass laayi ” Partnership with LG washing machines (It considers ariel detergent the best for its washing machine) Partnership with Manish Malhotra for promotion of the detergent

31. Comparision of the products

32. Ensure Top of Mind Increase Usage frequency Launching variants for washing machine R&D for new products MaRKETING OBJECTIVES Common Objectives :

33. Growth Opportunities SKU’s – Stock Keeping Units Sachet packs (Rs. 2) of Surf and Ariel are targeting mass market consumers, convenience and affordability Targeting Upwardly Mobile group with increase in disposable incomes    

34. Competitive Advantages 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

35. 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

36. 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