surf excel imc
DESCRIPTION
TRANSCRIPT
![Page 1: Surf excel IMC](https://reader033.vdocuments.us/reader033/viewer/2022061301/54d93e374a7959e7268b4667/html5/thumbnails/1.jpg)
SURF EXCEL , IMC 1
Presented By :Firoz Anjum - 326Dering Naben - 323Richa Rashmi - 342
![Page 2: Surf excel IMC](https://reader033.vdocuments.us/reader033/viewer/2022061301/54d93e374a7959e7268b4667/html5/thumbnails/2.jpg)
SURF EXCEL , IMC 2
CONTENTS1) About HUL2) Evolution3) Product Range4) A Journey 5) Media Strategy ( Traditional )6) Media Strategy ( Non-Traditional )7) Promotion8) Ad Campaigns
![Page 3: Surf excel IMC](https://reader033.vdocuments.us/reader033/viewer/2022061301/54d93e374a7959e7268b4667/html5/thumbnails/3.jpg)
3SURF EXCEL , IMC
![Page 4: Surf excel IMC](https://reader033.vdocuments.us/reader033/viewer/2022061301/54d93e374a7959e7268b4667/html5/thumbnails/4.jpg)
Surf Excel: THEBRAND
Evolutionary History
1959 1990 1996 2003 2006SURF SURF ULTRA SURF EXCEL SURF EXCEL SURF EXCEL
BLUE BAR
4SURF EXCEL , IMC
SURF EXCEL : THE BRAND
1959SURF
1990SURF ULTRA
1996SURF EXCEL
2003 SURF EXCEL BLUE
2006SURF EXCEL BAR
Surf Surf Ultra Surf Excel Surf Excel Blue Surf Excel Bar
![Page 5: Surf excel IMC](https://reader033.vdocuments.us/reader033/viewer/2022061301/54d93e374a7959e7268b4667/html5/thumbnails/5.jpg)
5SURF EXCEL , IMC
![Page 6: Surf excel IMC](https://reader033.vdocuments.us/reader033/viewer/2022061301/54d93e374a7959e7268b4667/html5/thumbnails/6.jpg)
1959: First national detergent brand that used Televisionfor its advertisement
1970’s: Threat from “Nirma Washing Powder”“Lalitaji” campaign to communicate the price value equation
1990’s: Rise in competition in the mid price powder segment with the launch of “Ariel”“Daag Dhoondte Reh Jaaoge” campaign
1996: Launch of Surf ExcelNew variant offering “Complete Cleaning and Care”“Jaise bhi daag ho, Surf Excel hai na”
6 SURF EXCEL , IMC
![Page 7: Surf excel IMC](https://reader033.vdocuments.us/reader033/viewer/2022061301/54d93e374a7959e7268b4667/html5/thumbnails/7.jpg)
Surf Excel: A Journey in Brand Communication
2003: Surf was re-launched as Surf Excel Blue “Jayega Nahin Jayega”
2005: “Daag Acche Hain”“Agar Daag Lagne se kuch acha hota hai, toh Daag Acche hai”
2006: Surf Excel Bar Rin Supreme Bar to Surf Excel Bar
Campaign based on “Good news Bad news platform “
7SURF EXCEL , IMC
![Page 8: Surf excel IMC](https://reader033.vdocuments.us/reader033/viewer/2022061301/54d93e374a7959e7268b4667/html5/thumbnails/8.jpg)
Broadcasting, Print media
Billboards and posters
Print Media, such as newspapers, magazines , direct mails Broadcasting media, television and radio (FM channels) Frequency of ads is higher during the time slots 1.00 pm to 3.00 pm and 9.00 pm to 11.00 pm Word of mouth publicity
8SURF EXCEL , IMC
Surf Excel : Media Strategy ( Traditional )
![Page 9: Surf excel IMC](https://reader033.vdocuments.us/reader033/viewer/2022061301/54d93e374a7959e7268b4667/html5/thumbnails/9.jpg)
SURF EXCEL , IMC 9
![Page 10: Surf excel IMC](https://reader033.vdocuments.us/reader033/viewer/2022061301/54d93e374a7959e7268b4667/html5/thumbnails/10.jpg)
Title sponsors of TV shows (Surf Excel Little Masters 2010)
Since last 5 year Surf Excel organizes children's festivals
Surf Excel has it's own YouTube channel wherein children share their “ Dirt is Good “ experiences
Surf Excel tied up with the movie – Chillar Party
10SURF EXCEL , IMC
Surf Excel: Media Strategy (Non-Traditional)
![Page 11: Surf excel IMC](https://reader033.vdocuments.us/reader033/viewer/2022061301/54d93e374a7959e7268b4667/html5/thumbnails/11.jpg)
SURF EXCEL , IMC 11
![Page 12: Surf excel IMC](https://reader033.vdocuments.us/reader033/viewer/2022061301/54d93e374a7959e7268b4667/html5/thumbnails/12.jpg)
12SURF EXCEL , IMC
![Page 13: Surf excel IMC](https://reader033.vdocuments.us/reader033/viewer/2022061301/54d93e374a7959e7268b4667/html5/thumbnails/13.jpg)
13SURF EXCEL , IMC
![Page 14: Surf excel IMC](https://reader033.vdocuments.us/reader033/viewer/2022061301/54d93e374a7959e7268b4667/html5/thumbnails/14.jpg)
14SURF EXCEL , IMC
![Page 15: Surf excel IMC](https://reader033.vdocuments.us/reader033/viewer/2022061301/54d93e374a7959e7268b4667/html5/thumbnails/15.jpg)
15SURF EXCEL , IMC
![Page 16: Surf excel IMC](https://reader033.vdocuments.us/reader033/viewer/2022061301/54d93e374a7959e7268b4667/html5/thumbnails/16.jpg)
16SURF EXCEL , IMC
![Page 17: Surf excel IMC](https://reader033.vdocuments.us/reader033/viewer/2022061301/54d93e374a7959e7268b4667/html5/thumbnails/17.jpg)
17SURF EXCEL , IMC
![Page 18: Surf excel IMC](https://reader033.vdocuments.us/reader033/viewer/2022061301/54d93e374a7959e7268b4667/html5/thumbnails/18.jpg)
18SURF EXCEL , IMC
![Page 19: Surf excel IMC](https://reader033.vdocuments.us/reader033/viewer/2022061301/54d93e374a7959e7268b4667/html5/thumbnails/19.jpg)
19SURF EXCEL , IMC
![Page 20: Surf excel IMC](https://reader033.vdocuments.us/reader033/viewer/2022061301/54d93e374a7959e7268b4667/html5/thumbnails/20.jpg)
20SURF EXCEL , IMC
![Page 21: Surf excel IMC](https://reader033.vdocuments.us/reader033/viewer/2022061301/54d93e374a7959e7268b4667/html5/thumbnails/21.jpg)
21SURF EXCEL , IMC
![Page 22: Surf excel IMC](https://reader033.vdocuments.us/reader033/viewer/2022061301/54d93e374a7959e7268b4667/html5/thumbnails/22.jpg)
SURF EXCEL , IMC 22
Thank You