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Company Profile - HUL

A 52% owned subsidiary of Anglo Dutch giantUnilever.

India 1888

largest FMCG company with 100 factories

Touching 2 out of 3 consumer .

20 distinct categories Home and personalcare products, food and beverages.

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INDIAN DETERGENT MARKET Indian Detergent market : 5100 crore ($1.2 bn).Detergent bar market makes up for 43% of this

marketHLL commands 38% of the fabric washmarket. PRODUCT LENGTH

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PRODUCT

SURF EXCEL: Derived from SURFACTANT

STARTED 1951- Underwent tremendous change

BRAND SURF EXCEL CATEGORIZED INTO:

Surf Excel quick wash

Surf Excel Blue Surf excel matic

Liquid & Detergent

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SURF EXCEL QUICK WASH

4000g3000 G

1500g

750g500g

200g

Carton200gRefill3300g - Bucket

CONVERTS

HARD

WATER TO

SOFT

WATER

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SURF EXCEL BLUE Surf excel Blue is a color care variant.

"Red ko red rakhne ke liye blue".

4000g

3000g

1500g

750g

500g

200g - Carton200g

Refill3300g - Bucket

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SURF EXCEL-MATIC

Surf excel Matic Top Load(LARGE WATER QUANTITY)

2000g

1000g

500g

Surf excel Matic Front Load(LOW FOAM PRODUCER)

2000g

1000g

500g

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BAR & LIQUID FORM

SURF EXCEL BAR

GENTLE WASH

For GAINING MARKET SHAREOF REVIVE AND EZEE.

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PRICEThe pricing strategy for Surf excel have

always been in accordance with its

competitors.

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THE PRICE WAR

Flash back to the 80s

The First Detergent War was fought in the 80s when a

small manufacturer in Gujarat aggressively marketed adetergent powder called Nirmanationally at one-fifth

the price of existing brands.

The launch changed the profile of the

Indian detergent industry.

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LOST ITS MARKET SHARE

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COMBO OFFERS

16 LITRE BUCKET PACK

FREE WITH 3.3 KG SURF

EXCEL BLUE

Surf Excel quickwash 1 kg Rs. 146

+ Comfort fabric

conditioner 200ml Rs. 29 = Rs. 175

Pay Rs. 163*/- for the combi pack

and save Rs. 12/-

*(inclusive of all taxes)

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PROMOTION

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1st national detergent brand on TV

Different formats of communication.

Commercials through NET & SMS.

Children festival

Sales promotion through aggressive pricing

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TAG LINES

DIRT IS GOOD :

DAAG AACHE HAIN

SURF EXCEL HAI

NA !

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PLACE & DISTRIBUTION

HUL distribution network key strength

(Which helps reach out its product across

the length and width of the vast country)

Direct coverage in over 1 million retail

outlets

7000 Stockiest 2000+ Suppliers & Associates

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NETWORK

Factory Company

warehouses

Distributor Market

Factory Wholesaler &Big retailers (Bulk

orders) 30% Sales

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