surf excel case analysis
TRANSCRIPT
-
7/27/2019 Surf Excel Case Analysis
1/22
SURF EXEL CASE
STUDY
-
7/27/2019 Surf Excel Case Analysis
2/22
Research Objectives
which is the most commonly used detergent in the market.
Which factors influence people to buy a particular brand ?
what is the penetration level of Surf in the market ?
to identify customer needs.
-
7/27/2019 Surf Excel Case Analysis
3/22
Methodology
Sample Size of 40 respondents.
5 Males 35 Females
23w
St
W
-
7/27/2019 Surf Excel Case Analysis
4/22
Income Group of Respondents Age Grou
> 20k, 10
10k-20k, 10
5k-10k, 14
45
13%
-
7/27/2019 Surf Excel Case Analysis
5/22
GRAPHICAL ANALYSIS OF THE DATA
20 20
0%
10%
20%
30%
40%
50%
60%
70%
80%
90%
100%
Washing maching No Washing maching
Custo
mers
No of Washing Machine users
-
7/27/2019 Surf Excel Case Analysis
6/22
0%
10%
20%
30%
40%
50%
60%
70%
80%
90%
100%
SURF
OTHERS
SURF, 21 OTHERS,
19
Customers Using Detergent
SURF OTHERS0 1 2 3
Whiteness
Easy on fabric
Lather
Gentleness on hands
Stain Removing Capacity
Others
2
2
1
Infulencing Factors for bu
-
7/27/2019 Surf Excel Case Analysis
7/22
17
2 2
0
2
4
6
8
10
12
14
16
18
surf excel surf ultra surf super excel
DIFFERENT SURF CATEGORIES USED
0 1 2 3
Lataji ad Ad
Surf Excel Hai naa Ad
Dhoondthe Reh Jaaoge Ad
Other Ads
Surf Ads having greatest rete
-
7/27/2019 Surf Excel Case Analysis
8/22
62%
38%
Effectiveness of promotion scheme
Dont Consider promotion Considers Promotion
-
7/27/2019 Surf Excel Case Analysis
9/22
2
4
5 5
3
0
1
2
3
4
5
6
Different quantities available Style of packaging More schemes Price Any other
Suggestions for Improvements
-
7/27/2019 Surf Excel Case Analysis
10/22
0
1
2
3
4
5
6
Tide Wheel Rin Ariel O
No.
Customers
Brand
Other Detergents used by customers
-
7/27/2019 Surf Excel Case Analysis
11/22
2
3
4
Price of the detergent
fewer schemes
quality of the competitor detergent is superior
Packaging
other reason
Reasons for not purchasing Surf
-
7/27/2019 Surf Excel Case Analysis
12/22
0
2
4
6
8
10
12
14
16
18
20
Friends Neighbours Advertisements Self- Experience Others
Noofpeople
Infulencers in Purchase
-
7/27/2019 Surf Excel Case Analysis
13/22
0
5
10
15
20
25
Less than 1 kg 1-2 kg 2-3 kg 3-4 kg
Quantity usually purchased
-
7/27/2019 Surf Excel Case Analysis
14/22
0
5
10
15
20
25
Once a week Once a forthnight Once a month Once in two mon
N
o.ofcustomers
Frequency of purchase
-
7/27/2019 Surf Excel Case Analysis
15/22
Sachets, 3
Packets, 21
Jars, 9
Bigger Container, 5
Others, 2
Packaging Preference
Sachets Packets Jars Bigger Container Others
-
7/27/2019 Surf Excel Case Analysis
16/22
0
1
2
3
4
5
6
7
8
9
10
Rin Wheel Surf Tide Ariel Henko
9
8
10
1
7
4
No.ofpeople
First alternative choice
There were l0 non-users of Surf who preferred it as their first choice of purchase in case of n
preferred brand
Users of Surf voted for Ariel, Rin, and Wheel as their first choice, given the sam
-
7/27/2019 Surf Excel Case Analysis
17/22
Rin Wheel Surf Tide Ariel Henko
9
8
10
1
7
4No.ofpeople
SECOND ALTERNATIVE CHOICE
-
7/27/2019 Surf Excel Case Analysis
18/22
34%
8%
22%
17%
8%
5%
Surf Tide Ariel Nirma Rin Henko
Preferred detergent amongst acquaintances of consumers
-
7/27/2019 Surf Excel Case Analysis
19/22
ANALYSIS OF DATA
Quantity usually purchased is less than 2kgs. So it is better to go for 1kpackets.
Frequency of purchase is mainly once in a month or twice in a month
Respondents are preferring to buy mainly packets. Next they were goSachets and other types were very less preferred.
If preferred brand was not there, the respondents were choosing ma
4 brandsSurf, Rin, Wheel and Ariel. Only 3 detergents were preferred. Maximum number of respondents
Surf followed by Ariel and Nirma.
The major competitors of Surf are Wheel and Rin.
-
7/27/2019 Surf Excel Case Analysis
20/22
The respondents consider price and schemes available while purchadetergents.
Surf has a plethora of promotional strategies which include advertiseof respondents on the area say that the advertisements/promotions da role in their buying behavior.
Surprisingly, 62% of the respondents give priority to whiteness and easparameters over stain removing capacity.
-
7/27/2019 Surf Excel Case Analysis
21/22
RECOMMENDATIONS Go for packets and jars with quantity 1kg or 2kgs which are much pre
consumers since they generally purchase once a month.
Surf should launch a fighter brand to compete with the low priced delike wheel, rin, etc..
Promotional strategy should be directed at the middle aged customesalary of Rs 5000-2000.
Surf should concentrate more on Brand Building in order to compete competitors.
Promotions should concentrate on whiteness and easy on fabric whipreferred by the consumers.
-
7/27/2019 Surf Excel Case Analysis
22/22
Schemes and promotions like free measuring spoon, extra quantity,bundled prices, lucky draws, coupons, etc should be promoted.
Schemes and promotions like extra quantity and bundled prices
should be promoted once every month. The frequency of purchaseis mostly 1 month.
Innovative Packaging.
Customers prefer a new color of the detergent powder.
Fragrance of the detergent can be improved.