+ All Categories
Home > Marketing > promotional mix of surf excel

promotional mix of surf excel

Date post: 30-Jun-2015
Category:
Upload: princy-asati
View: 488 times
Download: 4 times
Share this document with a friend
22
Transcript
Page 1: promotional mix of surf excel
Page 2: promotional mix of surf excel

• India –Largest FMCG company with 100 factories.

• Incorporated in 1931.• Touching 2 out of 3

consumer . • 20 distinct categories –

Home and personal care products, food and beverages.

HUL: India’s Largest FMCG Company

Page 3: promotional mix of surf excel
Page 4: promotional mix of surf excel

SURF EXCEL • Launched in 1959 as ‘Surf’, it was the first detergent

powder in India • Surf Excel underwent various changes in its Brand

Communication• In 1990, following the launch of Ariel, Surf became,

Surf Ultra• In 1996,Surf redefined itself by launching Surf Excel• In 2003, the base variant Surf was re-launched as, Surf

Excel Blue‟• In 2006, it added Rin Supreme Bar as, Surf Excel Bar

into its portfolio

Page 5: promotional mix of surf excel

Marketing Strategy/Objectives

• Surf has been in the market for a long time and has effectively managed its product life cycle with the help of product innovations and great marketing strategies.

• Unilever markets detergent products internationally and uses individual sub-brands to segment those markets.

• Formulation of the detergent and the market targeted vary by region.

• Launching variants in the washing machine category.• Effective Ad campaign .• Approaching new market.

Page 6: promotional mix of surf excel

PROMOTIONAL TOOLS: THE IMC APPROACH

Page 7: promotional mix of surf excel

ADVERTISEMENTS

Page 8: promotional mix of surf excel

• Surf was the first national detergent brand that used Television for its advertisement .

• Surf introduced the legendary “Lalitaji” campaign to communicate the price value equation with the catch line- `Sasti cheez or achchi cheez me farak hota hai, bhai saab.'

Page 9: promotional mix of surf excel

• In 1999 – “KuchKhana, KuchGirana… Surf Excel Hai Na”.

• In 1990’s - “Daag Dhoondte Reh Jaaoge” and “Surf Excel Hai Na” campaign .

• In 1996 – “Jaise bhi daag ho daag ache hain”.

• In 2000 -Save 2 buckets of water.• In 2003 - “Jayega Nahin Jayega” • In 2005 - “Agar Daag Lagne se kuch

acha hota hai, toh Daag Acche hai”• In 2006 – “Good News, Bad News”

Page 10: promotional mix of surf excel

• HUL introduced Surf Excel Six Packer, which contained 6 sachets (for a week usage) for a cost of 10.Price conscious and sachet consumers were targeted.

• To make a postive impact about Dove, they promoted free dove soap for a kilogram of Surf Excel.

• Distributed brand table mats to offices for promotion.

SALES PROMOTIONS

Page 11: promotional mix of surf excel

Contests And Competitions

• World’s largest Hand-Painting Competition .

• Surf excel smart choice contest – lucky winner to get Whirlpool washing machine.

• Surf Paint Fun 2003, Surf Colour Your Future 2004.

Page 12: promotional mix of surf excel

Media Strategies

• Various categories of communication systems like broadcasting, print media, etc. are used.

• Billboards and posters.• In the Print Media, such as newspapers, magazines, direct mails, out doors, etc.

are used.• In the broadcasting media, television and radio (FM channels) are the major

tools.• Word of mouth publicity Surf Excel : “Daag Ache Hain” .• Sponsored the show Little Masters.• Tied up with the movie “Chillar Party.

Page 13: promotional mix of surf excel
Page 14: promotional mix of surf excel

Surf Excel, a brand actively involved in undertaking social welfare initiatives for children, joined hands with CSR India to launch an interesting campaign called - “Lend a Helping Hand” in a bid share the joys of education with underprivileged kids.In this initiative, old textbooks, school shoes, uniforms, used geometry cases, pencil boxes, school bags and even half used notebooks will be collected and distributed among the less privileged children.

Page 15: promotional mix of surf excel

Surf Excel children Festival has been on this journey since last 5 years across major cities like Delhi,Mumbai and Kolkata.Leading newspapers TOI and Anand Bazaar Patrika have associated with it in this festival.

Page 16: promotional mix of surf excel
Page 17: promotional mix of surf excel

Besides the advertisements on Television , the brand is quite active on social media platforms (Facebook , Twitter, Youtube) as well.

Page 18: promotional mix of surf excel

Over 300 wishes were fulfilled by the end of this campaign.

Page 19: promotional mix of surf excel

“T.V Off – Live On “

Surf Excel launched this campaign on Facebook and it aims to create dissonance and urges parents from across the country to take pledge to encourage their children to spend less time with the idiot box.It encouraged mothers to switch off their setd and experience the benefits of being outdoors.

Page 20: promotional mix of surf excel
Page 21: promotional mix of surf excel

• Surf Excel has it’s own YouTube channel wherein children can share their “Dirt is Good” experiences.Surf Excel invited children to share their experiences of how ‘Dirt is good’, and is now featuring the best eight of more than 10,000 film submissions on a dedicated YouTube channel.

• Surf Excel and You- suggesting mothers to encourage active learning in their children, mother’s pride – in which mothers can share their pride stories - special moments from the moment they have children, knowledge beyond books, expert advice,etc.

Page 22: promotional mix of surf excel

CONCLUSION•Surf is the current market leader in the premium detergent section.•Consistent innovation addressing ever evolving consumer needs has earned the brand a place in the hearts of consumer.•Every detergent brands have a single goal i.e. “overcome stain from clothes”. It is most important that how brands convey this message to consumers? Surf Excel through its great marketing strategies has build a deep emotional connect with our target audience i.e. mothers. The “Daag Acche Hain” campaign has helped Surf Excel reposition itself beyond detergent to utility.


Recommended