MARKETING PROJECT

INDUSTRY – DETERGENTS
COMPANY – SURF EXCEL

Chinmay Mundhra (B19012)

Devagya Jha (B19014)
Divya Mani Tripathi (B19016)
Jayant Jain (B19022)
Nikita Gulgule (B19031)
Snehal Tiwari (B19055)
Analyzing the Social Message

◦ Dhoondte Rah Jaoge- Lalitaji advertisements focusing on effectiveness

◦ Daag Ache Hain- Games and Innovation amongst youth

◦ Rang Laye Sang- Unity in Diversity

Impact on Environment
◦ Green Laundry- Impacting greenhouse emission and energy consumption

◦ Decreasing daily dosage by 25% over the decade

◦ Reduction in plastic usage by 40% tantamount to 43.66 million shopping bags every 2 months
Excel-lent Legal Compliance
◦ Bureau of Indian Standards and amendments- only recommendatory

◦ Environment Act, 1986; Air Act, 1981; Water Act, 1974

◦ Biodegradability, Phosphate usage, Irritant potential

Economic and Technological Analysis
Economic Technological

• The Indian detergent industry is estimated to be • The Industry is moving towards technologies to
worth around 13000 crores as of 2019 make the product more sustainable

• Expected to expand at a compound annual growth • Switching to natural or synthetic alternatives from
rate (CAGR) of ~5% till 2023 petroleum

• In June 2019, India exported a total of 208 crores • Highly concentrated liquid detergents on the rise
and imported 165 crores worth of detergents
• Innovative products like Preventive Detergents,
• Liquid detergents rising at 5% CAGR globally, and Waterless washing machine and more being tested
at 11% CAGR in the Asia-Pacific Region
International Market Analysis
International Market

• Global detergent industry expected to grow at a

CAGR of 4% in the period 2019-2024

• Rapid rise in the living standards of developing

countries leading to an increased demand in
developing countries

• Key players in the International market include

Henkel, Proctor and Gamble, Unilever, BASF SE,
Kao Corporation

• Asia-Pacific region is growing at the highest

growth rate in the world
Analysis of the detergent industry in India

Stars Question marks

Ghari
Wheel Rin
Surf Excel Nirma
Market Growth

Cows Dogs
Ariel
Sunlight
Tide

Market Share
Market share of the detergents in India

Market Share
Rin
4.90% Sunlight
2.50%
Others Rin
22.20%
Surf Excel Sunlight
14.80%
Surf Excel
Wheel
Ariel
Nirma
2.70% Tide
Ghari
Wheel Nirma
15.20%
Others
Ghari
22.00%
Ariel
4.80%
Tide
10.90%
 CONSUMER BEHAVIOUR
◦ Number of detergent brands used by the consumer

◦ Brands used by the consumer

◦ Products used by the consumer

◦ Frequency of purchase

• Packet Size
• Medium of purchase
• Factors affecting purchasing decision
CONSUMER BEHAVIOUR
Brands used by Consumers (%)
Number of brands used
80
70
4.6% 60
14.9% 50
29.9% 40
30
20
50.5%
10
0
Ariel Tide Wheel Rin Ghadi Surf Excel Others

Currently Using Used in last 1 year

1 2 3 More than 3
Detergent Packet Size used (% of Consumers)
Products used by consumers(%) 60
100 50
80 40
60 30
40 20
20 10
0 0
Washing Bar Washing Powder Liquid Detergent Others Small Medium Large

Currently Using Used in last 1 year Detergent Packet Size used

 CONSUMER BEHAVIOUR
Frequency of Purchase
3.60% 1% 7.20%
5.70%
Factors affecting purchasing decision
22.20%

Parameter/Rank 1 2 3 4 5 6 7 8 9 10
60.30%
Brand Name 14.75 15.67 17.05 11.98 5.07 5.99 6.91 7.83 8.29 6.45
Price 8.29 9.68 6.91 17.97 12.44 14.75 11.52 7.83 5.99 4.61
family 15.21 17.51 16.59 14.29 11.98 8.29 5.99 5.53 2.76 0.92
Weekly Fortnightly Monthly Quarterly Half-Yearly Annually
Friends 7.37 5.99 9.68 10.60 10.14 14.75 11.06 5.07 9.68 15.67
Medium of Purchase(% of Consumers) Availabilty 9.22 8.29 6.91 9.68 12.90 9.68 7.37 8.29 17.05 11.52
50 Smell 6.91 8.29 8.76 10.14 12.44 7.37 15.21 9.68 13.36 7.83
45 Packaging 9.68 9.22 10.14 6.45 7.37 7.83 8.29 17.51 12.44 11.06
40
35 Retailer 2.30 0.92 1.38 1.84 5.99 11.98 6.45 14.29 20.74 34.10
30
25 Quality 20.74 18.89 20.28 14.75 10.60 6.45 5.53 2.76 0.00 0.00
20 Advertisement 5.53 5.53 2.30 2.30 11.06 12.90 21.66 21.20 9.68 7.83
15
10
5
0
Kirana Stores Departmental Supermarkets Wholesale Online Others
Stores Markets

Medium of Purchase
 Insights from previous Marketing Strategy
Year Change in Market Response
Dynamics
1959 Digital Mass Media First detergent brand in India to launch a television
commercial
1970 Launch of Nirma Famous Lalitaji campaign to highlight price-value equation
washing powder
1990 Launch of Ariel Famous ‘Daag dhoondte reh jaoge’ campaign
detergent
1996 Entry of various Need to create proper product positioning.
Insights from History: small players Launch of Surf Excel
‘Complete Cleaning and Care range’
a) Products have simple (non-fancy) nomenclature Famous ‘jaise bhi daag ho, Surf Excel hai na’ tag line
2003 Relaunch Launch of Surf Excel Blue
b) Relatable Hindi slogans
‘Jayega Nahi Jayega’ tagline
c) Quick response to entry of new players 2005 Crisp Branding ‘Daag Acche Hai’
Slogans
Current Day Scenario and Competition
Surf Excel

Hand Wash Machine Wash

Powder Bar Powder Liquid

SE Matic Top SE Liquid

SE Easy Wash SE Bar
Load Detergent

SE Matic Front SE Matic Liquid

SE Quick Wash
Load Top Load

SE Matic Liquid
Front Load
 STP Approach

Segmentation Target
Basis
High
Geographic Urban, Tier 1, Tier 2 cities, Tier 3, Tier 4 and Rural Quality
Demographic Higher, Middle and Low Income Group
Housewives
Women aged 25 and above
All family sizes (nuclear and joint)
Surf
Excel
Behavioural Quality driven Consumer who is willing to pay a larger price for Premium Removes
Product Stains
a premium product
Consumer who is looking for a value for money product
Marketing and Brand Equity
a)Integrative
Marketing

a)Direct
a)Advertising
Sales

Brand Brand
Awareness Image
a)Word of
a)Sales
Mouth
Promotion
Marketing

a)Events
 S W O T

STRENGTHS WEAKNESSES OPPORTUNITIE THREATS

• Unilever Support S
• Low Rural • Growth in the • Strong
• Strong Penetration Detergent Market Competitors
Distribution • Slightly Higher • Increasing Rural • Market
Channels Price Penetration Cannibalization
• Strong Brand • High Competition
Image Market
• Multiple Variants
 Threat of New
Entrants

Bargaining Competitive Bargaining

Power of Power of
Rivalry
Buyers Suppliers

Threat of
Substitutes
Premium Segment Mid Price Segment Low Price Segment
Low Very Low Very Low Bargaining power of
Better Quality product Multiple Vendors in this Soda ash even of not
is the only bargaining segment willing to
high quality works, Suppliers
hence multiple vendors
chip. provide same quality. available.

Premium Segment Mid Price Segment Low Price Segment

Bargaining power of Medium High Very High
Less competitively More number of players Customers are price
Buyers priced compared to leading to offering of
discounts to remain in sensitive and respond
other two segments play positively to low price

Premium Segment Mid Price Segment Low Price Segment

Threat of New
Very High
Medium High
Entry barriers are low Similar to Mid Price Entrants
Difficult to get to and Economies of Scale Segment and achieving
loyal customers further helps the cause Economies of Scale
even easier
 Threat of Substitutes
Premium Segment Mid Price Segment Low Price Segment
High Medium Low
More willing to spend on Huge market size Hardly economically
maintenance and viable substitutes
options such as Dry negates the effect of available for fabric
cleaning are available substitutes to an extent. washing.

Competitive Rivalry
Premium Segment Mid Price Segment Low Price Segment
Very High Very High
High
More number of players Highly price sensitive
Its easy to switch in the market and
there's also inter- hence brand switch is
among brands vey easy
segment competition.