surf excel vs ariel comparitive study

7/21/2019 surf excel vs ariel comparitive study

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Comparative Study

of Ariel and SurfExcel

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Overview

• Introduction-Surf excel & Ariel• Motivation

• Marketing Obective!- Strategie!

• Segmentation

• Create competencie! to matc" oppurtunitie!• Competitive advantage-S#O$ Analy!i!• %eploying t"e portfolio for protable up gradation• 'nder!tanding con!umer need!• (e!earc" Met"odology• Our ob!ervation!

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Introduction-Surf Excel

• )abric #a!" Market in India

• $otal Market Si*e (!+ ,./0+/.. Crore!

• Surf brand made by 1'2

• Surf wa! introduced in ,/., after brand (I3SOfailed in India

• Competition emerged from low priceddetergent! in ,/405!

• (evolutionary c"ange in ,//05! t"roug" variou!ad campaign!

• Surf excel lead! t"e premium wa!" category inIndia

• $rying to expand it! product line

• %i!covering new market!

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Introduction-Ariel• 2aunc"ed in ,//, by 6rocter & 7amble

• )ir!t to introduce 8Compact %etergent5tec"nology

• Introduced 8Smart Eye5 tec"nology for !tainremoval

• Available in di9erent variant!

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Motivation

• $o under!tand w"y !urf excel i! in "ig"demand+

• $"e competition between Ariel and SurfExcel+

• Con!umer be"avior in detergent marketin India+

• Con!umer need!

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Marketing Obective!

Surf Excel ArielTo continue market

leadership 60% in IndianMarket

To increase market share17!% "#$ in Indian

Market

Approachin &e'Markets

S'itch (onsumers fromExistin )rands in the

present Market

*aunchin "roductExtensions

"roduct Inno+ation

Maintain )rand *o,alt, Increase )rand *o,alt,

8/7

Rating

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Segmentation

• Surf wa! launc"ed in ,/:/+

• A family brand wit" toug"!tain removal and caringimage+

- International to 'ltra to Excel

• Surf Excel i! available in ;variant!<

• Surf Excel )lue• Surf Excel -uick .ash

• Surf Excel Automatic

• Surf Excel /eterent)ar

Rating

7/6

Ariel wa! introduced in Indiain ,//,+

Ariel contain! uni=ue)ragrance in detergent!wit" new tec"nology ba!ed

detergent

Ariel i! available in >variant!<

• Ariel resh (lean• Ariel Sprin (lean• Ariel ront2Mat

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Create Competencie! to matc"

Opportunitie!Rating

7/6

Surf Excel-?rand Con!olidation Strategy- C"ange from (ational Appeal to EmotionalAppeal Marketing me!!age!

Eg+ Sasti cheez or achchi cheez me farakhota hai to Daag Dhoondthe Reh Jaaonge toDaag Acche Hain

Ariel- Introduced @ariant! for con!umer! at lower

price! - 3ew product o9ering! like Super!oaker Ariel

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Competitive Advantage! S#O$Analy!i!

Rating

8/6

S34 E5(E*

• Strong (&%+

• O9er! & Sc"eme!+

• Strong %i!tribution C"annel+

A4IE*

• 7lobal brand pre!ence+

• 2e!! number ofintermediarie! in di!tributionc"annel+

STRENGTHS

WEAKNESSES

S34 E5(E*

B Expen!e! On Adverti!ing+

A4IE*

B 2e!! O9er! & Sc"eme!

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2""24T3&ITIES 24)2T

T4EATS T2)2TB Competition from organi*ed and unorgani*ed

player!+

B Increa!ed level of price competition+

B 6enetration in rural area!+

B ?ot" Can Increa!e $"eir )re=uency Of '!age+

B 3ew Con!umer Market!

Con!umer Sati!faction &(e!earc"-S#O$ Analy!i!

Rating

7/5Rating

7/5

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%eploying t"e portfolio for

protable up gradation

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Leading to up gradation opportunities in

Laundry

1. Driving machine wash

2. Driving premiumization (powders and

ars!

". Direct app#ication(ars on#y! to so#ution

wash(ars$ powders!

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'nder!tanding con!umerneed!

Surf Excel Ariel $"e 2alitaee Campaign-,/40Indian con!umer! r!tlearnt about-’Sasti cheezaur acchi cheez'

Con!umer Attitude! re!earc"ednew tec"nology and compactpowder for wa!"ing mac"ine! Ariel Spring clean wit" fre!"fragrance

%o bucket paani ab ro*ana"ai bac"ana- low foam

Ariel - #"irlpool Super wa!" -buy a #"irlpool #a!"ing Mac"inefor (!+,4D- in E=ual Mont"lyIn!tallment!

%aag Acc"e 1ain-00. @ariant! in t"e market FregularGantibacG maticG ; "our fre!"H

Rating

7/5

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(e!earc" Met"odology

• 6rimary data-ue!tionnaire

• Secondary data-Internet

• $ype of re!earc"- Comparative

• Sampling $ec"ni=ue- Stratied random!ampling

• Sample !i*e-:0

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51/40

Final

Rating

Surf

- Experienced 6layer - Competitive Advantage wit" well laid di!tribution andretail network

- Innovative adverti!ing approac"e!

- #illingne!! to venture out wit" new variant!

Ariel

- Strong r!t mover advantage in t"e 6ricing #ar

- Entrenc"ed rmly in mind! on ba!i! of !uperiorcleaning =uality

- 3eed to bring out new variant!

- focu! on aggre!!ive adverti!ing important

%ur oservations

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ue!tion!J

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$"ank you

12/08/15

surf excel vs ariel comparitive study

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