When it comes to marketing, every business has some tactics and strategies that help it to achieve the desired goals. A marketing plan describes a company’s overall effort to acquire new customers. One of the most powerful marketing strategies a brand can employ is to have an excellent marketing strategy in place.
The Indian market is full of companies with excellent and effective strategies that boost their sales and overall brand image. One of the most known brands in the Indian market and Indian households is Surf excel. Surf excel is a well-known detergent and soap brand that is connected with clothing and apparel care. Surf excel divides its service offerings into Hand wash and Machine wash subcategories as part of its marketing mix.
Hindustan Unilever Limited (HUL) and Unilever Sri Lanka own the Surf brand. Surf was launched in India in 1959. Surf suffered several changes in its brand communication as a result of the creation of numerous local detergent manufacturers and the advent of other worldwide brands and was eventually replaced by Surf excel in 1996. With 43% share of India’s detergent market share, Surf excel has become HUL’s first brand to reach $1 billion sales in 2022.
Surf excel devised the ideal product layering method. When a product is utilized, a new variant and range of the product is created. This strategy and several others has led to the success of Surf excel in the Indian market. Let’s begin by learning about the Surf excel Marketing Strategy’s price, product, advertising, and distribution strategies.
Surf excel Pricing Strategy
Surf excel Product Strategy
Surf excel Place & Distribution Strategy
Surf excel Promotion & Advertising Strategy
Surf excel Competitor Analysis
Surf excel Pricing Strategy
All of its items are less expensive than the P&G brand Ariel. This is owing to Indian customers’ price sensitivity across the board. Surf excel uses product line pricing to price its premium-segment products higher than its mid-range-segment commodities. To appeal to customers who wish to spend less money on a single transaction, the company distributes its products in various package sizes based on weight. For the series of items, it intends to advertise, Surf excel uses a product-bundling pricing approach. In reaction to market developments, Surf excel gives periodic price discounts and frequently revises its rates. The offers are of two types: one is a quantity discount given on bulk purchases, since it wishes to instill the culture of bulk purchasing in consumers in India in order to increase efficiency in its activities, and the other is seasonal discounts.
Archana Karthikeyan
Surf excel Product Strategy
Surf excel divides its product range into Hand wash and Machine wash subcategories as part of its marketing mix. Hand washing is aimed at people in the middle class who cannot afford or do not want to use a washing machine. Surf excel liquid detergent, Surf excel bar, and detergent powders including Surf excel Quick Wash and Surf excel Easy Wash are among the Surf excel items in this category. Surf excel has introduced a machine wash product under the Matic sub-brand. The Matic family of products is designed specifically for front-load and top-load washing machines. Surf excel Matic Liquid front load, Surf excel Matic Liquid top load, Surf excel Matic front load detergent powder, and Surf excel Matic top load detergent powder are only a few of the company’s products.
Archana Karthikeyan
Surf excel Place & Distribution Strategy
In India, Sri Lanka, Bangladesh, and Pakistan, the Surf excel line of items is offered. India accounts up a significant amount of the brand’s sales. In all of these nations, HUL had a country-wide distribution network as part of its marketing mix. The product was largely available in India through conventional wholesalers and retailers. Surf excel has direct presence in 9 million retail outlets as of 2022-2023 data, with a network of 7000 wholesalers and over 2000 suppliers and partners. HUL sells Surf excel in rural areas through rural merchants with reduced pack sizes, although its primary focus is on promoting Surf excel in urban areas.
Surf excel Promotion & Advertising Strategy
Surf excel uses a wide-angle marketing strategy to promote its items. The company’s entire advertising is predicated on the premise that “Dirt is Good.” For the brand, HUL has used both an above-the-line (ATL) and a below-the-line (BTL) promotion approach. In ATL, the corporation places a strong emphasis on great television commercials. Surf excel has used numerous themes to highlight youngsters in its ad campaign in order to develop an emotional connection with clients. For its ad campaigns, the firm has recruited a variety of TV and movie superstars. Billboards, posters, and print media such as newspapers, magazines, and major radio stations have also been used by the corporation.
Archana Karthikeyan
Surf excel Competitor Analysis
- Surf Excel (HUL)
Holds a 43 % market share in India’s detergent market—cementing its position as the undisputed leader. - Procter & Gamble (Ariel & Tide)
Captures approximately 20 % of the market with Ariel (premium positioning) and Tide (mid-priced segment). - Nirma
Commands around 12 % of the Indian detergent market, appealing strongly to price-sensitive consumers. - RSPL (Ghari Detergent)
Holds an 8 % market share, with a solid presence in the value-to-mid segment.
| Brand (Company) | Approx. Market Share |
|---|---|
| Surf Excel (HUL) | 43 % |
| Ariel & Tide (P&G) | 20 % |
| Nirma | 12 % |
| Ghari (RSPL) | 8 % |
| Others (including Wheel, Ujala, etc.) | ~17 % |
Conclusion
Surf excel is a popular and hero product of Hindustan Unilever which became first Indian home care brand to top $1 billion annual sales with a total sale of INR 8,200 crore in 2022. Surf excel is a very successful brand and has created a solid position in the detergent market of India with its effective strategies and tactics to attract the Indian customers and provide premium quality with reasonable prices. Surf excel, a market leader in India’s detergent business, has consistently developed and launched new product forms to meet the evolving needs of Indian customers. With taglines like “Daag Acche Hain” is deeply imprinted in Indians’ subconscious mind, Surf excel has been successful in capturing the place in everyone’s subconscious minds.
FAQs
Why was Surf excel boycotted?
Hindustan Unilever Ltd (HUL), the maker of Surf Excel, has been accused of being “anti-Hindu” and “anti-national” for its Colors Unite (Rang laaye sang) advertisement by critics.
Is Surf excel brand a bleach?
No, it is a laundry detergent.
What is Surf excel brand used for?
Surf excel is a detergent brand. Its products are used for handwashing or machine-washing of clothes.
Is Surf excel company an Indian brand?
No. The Surf brand is owned by Hindustan Unilever Limited (HUL) and Unilever Sri Lanka.
When was Surf excel launched in India?
The Surf excel brand was launched in Indian consumer market in year 1959.
Surf excel company is a product of which company?
Surf excel is the product of Hindustan Unilever Limited (HUL) and Unilever Sri Lanka.
What is Surf excel market share in India?
Surf Excel leads the Indian detergent segment with a substantial 43% market share, based on the most recent figures from 2023.
What is USP of Surf excel?
Surf Excel’s USP is “superior stain removal with the emotional promise of ‘Daag Achhe Hain’ (dirt is good)”, combining effective cleaning with values of learning and care.