PRESENTATION ON

DETERGENT BRAND
Presented by
Omama Mahrukh Usmani (2569-
2022)
Warda Haider (3038-2022)
Shazmeen (2609_2022)
Zaima javed (2522-2022)
PRODUCT
INTRODUCTION
Laundry detergent or washing powder is a substance
that is a type of cleaning agent that is added for
cleaning laundry. In common usage,"detergent" refers
to mixtures of chemical compounds including alkyl
benzene sulfonates , which are similar to soap but are
less affected by hard water.
TABLE OF CONTENT
 Executive Summary

 Company introduction

 History

 Mission vision

 Objective

 SWOT Analysis

 Marketing strategy

 Marketing Mix

 conclusion
EXECUTIVE SUMMARY

• Brand Overview: Surf Excel, a leading detergent brand by Hindustan Unilever.

• Product Range: Offers powders, liquids, and bars.

• Key Strengths:Superior stain removal.

• Eco-friendly practices (biodegradable ingredients, reduced plastic).

• Market Presence: Strong global presence, particularly in emerging markets.

• Marketing Campaign: "Daag Ache Hain" (Dirt is Good) campaign highlights.

• Challenges: Faces price competition and environmental concerns.

• Opportunities: Growth in emerging markets, focus on sustainability and innovation

• .
• Future Outlook: Positioned for continued market leadership and expansion.
COMPANY INTRODUCTION

1. Surf Excel is a brand of laundry detergent manufactured by Unilever.

2. It was first introduced in 1959 in Pakistan and India under the brand name "Surf".

3. It’s a name largely synonymous to detergent powder in the country as it was the first brand to
replace soap bars.

4. It was also the first detergent brand to advertise it’s products on TV

5. It has 35 brands spanning over 20 distinct product categories

HISTORY

 1959: Surf Excel launched by Hindustan Unilever Limited (HUL) in India.

 1970s-1980s: Surf gains popularity as a leading detergent brand in India.

 1996: Rebranded as Surf Excel to reflect enhanced formulation and stain removal capabilities.

 2000s: Introduction of liquid detergents and detergent bars; iconic "Daag Ache Hain" campaign
launched.

 2010s: Focus on sustainability with eco-friendly products and reduced plastic packaging.

 2020s: Expansion into digital and e-commerce channels; continued commitment to innovation and
sustainability.
 MISSION & VISION

VISION STATEMENT

 Outstanding stain removal ability on a wide range of stains.

This is the best long-term way for business to grow.

MISSION STATEMENT

 To add vitality to life. We meet daily desires for nutrition, hygiene and personal care with brands that
help people feel good, look good and get more out of life.
OBJECTIVE

 To continue market leadership.

 Approaching new markets.

 Launching product extensions.

 Maintain brand loyalty.

 Increase frequency of usage.

 Launching variants in washing detergents category

8
SWOT ANALYSIS

• Goodwill of the company • Low rural penetration

• Brand innovation • High prices
• Strong distribution channel • Substitutes and
• Quantity and variety competitors in the
market

STRENGTHS WEAKNESSES

OPPORTUNITIES THREATS

• Rapid market growth • Low profit margins

• Changing lifestyle • New competitors in the
• Creating relationship with market
cusomers • Continuous changes
• Target the market • Increase in the production
cost
,
MARKETING STRATEGY

TARGET MARKET OF SURF EXCEL

 Surf Excel has adopted the strategy of market aggregation. It is a product

by Unilever.

 Surf Excel target market incudes middle class, Upper middle class and
upper classes of the population of Pakistan

 Surf Excel target the social economic class of A, B+ and B

 Surf Excel has the huge share from major cities

MARKETING MIX OF SURF EXCEL

• Surf excel has constantly upgraded it’s product

• Main categorization of products:- 1) Hand Wash ,2) Machine Wash

• Surf excel includes wide range of products like Surf Excel Detergent
powder, Surf Excel Quickwash, Surf Excel Easy wash, Surf Excel
Blue, Surf Excel Bar, Surf Excel Liquid Detergent, Surf Excel Matic
Liquid front load and top load, Surf Excel Matic Liquid Powder
Detergent.

• Surf Excel comes in different sizes 60g, 500g, 200g, 1kg, 2kg and
5kg packs

• With the aim to fulfill the needs of lower income group they produced
a 60g packs
4P’S OF SURF EXCEL

• Range of laundry detergents: • Premium pricing strategy

powder, liquid, and bars. reflecting superior quality.
• Variants for regular laundry, • Pricing varies by product
sensitive skin, and specific variant and packaging size.
stain removal needs. • Influenced by production
• Superior stain removal costs, competitor pricing, and
capabilities and compatibility market demand.
with various fabrics.
PRODUCT PRICE

PLACE PROMOTION
• Wide distribution network: • Heavy investment in
retailers, supermarkets, marketing and advertising
convenience stores, online campaigns.
platforms. • Utilization of TV, print, digital,
• Extensive market and outdoor advertising.
coverage in urban and • Iconic "Daag Ache Hain" (Dirt
rural aeas is Good) campaign.
CONCLUSION

 Surf Excel has been successful in creating the perception in the minds of
people that "Stains are Good".

 Surf Excel with its superior quality and best price strategy, it has given a
tough competition to Ariel and Tide .

 Surf Excel was unable to create sufficient awareness to make its variants
as popular as its mother brand.
THANK YOU!