6233837 surf vs airel
TRANSCRIPT
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CONSUMER
BEHAVIOUR
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The War BetweenSURF ARIEL
&
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The Scenario of Indian Market
7 lakh tons market laundry soaps & bars
16 lakh tones market synthetic detergents
40% detergent cakes
60% detergent powder
40% share of HLL (Surf approximately 1 0-12 %)
5% share of P&G (Ariel approximately 1 -1.5%)
Total market 2 3 lakh tons in volume
Launch of Surf & Ariel
Surf introduced in 19 59 by HLL
Ariel introduced in 198 5 byP&G
Price War
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L aunch of Surf & Ariel
Surf introduced in 19 59 by HLL
Ariel introduced in 198 5 by P&G
Price War
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P ricing Strategy Products
20 gm
.
200 gm.
kg.
1kg.
1kg.
3 kg.
4 kg.
Surf ExcelBlue
2/- 16/-
41/-
- 11 3/-
240/-
310/-
Surf ExcelQuickWash
2/- 26/-
56/-
109/-
- - -
Ariel 2/- 26/-
55 /-
107/-
150/-
- -
Tide 1. 5/-
11/ - 26/-
51/ - - - 22 0/-
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D istribution Strategy
D istribution chainManufacturer -> regional stockiest -> retailer -> consumer Manufacturer -> wholesaler -> retailer -> consumer
D istribution marginHLL 5%, Surf approximately 1 -1. 5%P&G 6 %, Ariel approximately 1 -2. 5%
P&G is now trying to share off
distributor margin by 2 %
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Advertising &P romotional Strategy
Basic aim is to regainconsumers to us esu rf more and moreSpends on A&P isapprox. 500 to 7 00 crore
It was a p o p ul ar brand in itself
Surf offering a R incake free as apromotional offer kicked off sales
Basic aim is toconvince the
masses to us eArie l more andmoreSpends on A&P isapprox. 400 to 6 00 crore
J oint promotion withWhir lp oo l
Demon s tration s
Sa le s conte s t
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Survey Question. On the basis of following points , what would youprefer SURF or ARIEL
Price Packaging FragranceQuality
ArielSurf
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S urf SWOT Analysis
Strength
>More famous inNorth and East side
>C onstantly changingas per washing needs>Strong brand
portfolio>High qualityManpower
O pp ort u nitie s>Growing rural market> As brand growth , increase inconsumption andusage>Upgrading
consumers throughInnovation
Weakne ss>Possibility for lowprice competition>Spends on educationand entertainment inspite of new products
Threat s>Local products andother major competitors
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Ariel SWOT AnalysisStrength
>More famous inSouth and Westernside>Premium Brand>Unique combinationof high performingingredients
O pp ort u nitie s>Introducing of newbrands>Increase in
expenditure for Promotional and Advertising>Improvement indistributioninfrastructure
Weakne ss>Not in reach of rural areas
>Ignorance ondistributors returnon investment
Threat s
>Spurious /counterfeitproducts in ruralareas and smalltowns>Local productsand other major competitors
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R ecommendations
Price
Promotion & AdvertisingMarketingPackaging
Effective R& D towards theproduct
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C onclusion
Ariel and Surf are not only major players in the Indian D etergentmarket but Henke and Nirma arealso becoming very aggressive.By considering all the above pointstoday the market is not declining butshifting towards more perceivedvalue added brands.So every brand has to update itself with changes to retain its position inthe market.
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With Thanks