Hindustan Unilever Limited
It was in 1931 Hindustan Unilever limited had entered India as Hindustan Vanaspathi Manufacturing Company. In 1933 it incorporated the Lever brothers India company. In 1935 it incorporated the United Traders limited. In 1956 it formed Hindustan Lever Limited(HLL). TOMCO joined HLL in 1994. In 1996 it acquired Ponds and Lakme. Recently in 2007 it got renamed as HUL Hindustan Unilever Limited. This is a large FCMG with over 100 countries. The products of the HUL have over 20 distinct categories ranging from personal care to home needs to foods and beverages. The detergent market estimates up to 5100crores. Detergent Bar itself makes up to 43% of this market.
Surf excel was launched in 1959 as ‘Surf’. The name Surf …show more content…
SEGMENTATION
Based on demographic segmentation, the target market was for women above 25 mainly housewives and especially with kids. More inclined towards higher and upper middle class groups.
Based on Geographical segmentation it concentrated on Tier 1 and 2 cities. Very late it started to rural market too. Lower middle class was pulled by introducing a small sachets of 2rs.
Based on Psychographic segmentation they mainly target on A1,A2,B1,B2 sections.
Based on Behavioral segmentation the targeting is done on quality driven customers who are ready to pay a premium.
SWOT Analysis
Strength: this s the premium detergent bar that was introduced very early that is in 1950s itself. This is a whole new and amazing technology as it reduces water consumption and time taken for rinsing by half its time. This brand has very strong distribution network. This brand always comes with new ad campaigns which will make people remember the brand very easily. The ads are eye catchy and too easy to remember and recall.
Opportunity: There is a rapid market growth which is even going into rural side. The adaption to changing customer as the life styles getting improved is happening …show more content…
Some other initiatives by them was “surf excel and you” and “surf excel smart choice” and recently in 2014 “happy dirt trail”.
Surf excel also ties up with movie. It had tied up with chiller party. Surf excel also has its own YouTube channel where the kids can share their experiences with dirt to say how “dirt is good”.
MARKETING STRATEGY
Surf has been in the market since six decades and over such a long time surf has managed its products with new innovations and the best marketing strategies from time to time. The launching of a washing machine detergent was a good idea which showed the upgrading with the new changing lifestyle. At the same time introducing the small sachets was a good decision to reach out for the lower middle class people. Apart from this the ads which is done with new innovations is add on to it. Every new ad is filled with emotion as well as new innovations which makes people remember the brand pretty
It was in 1931 Hindustan Unilever limited had entered India as Hindustan Vanaspathi Manufacturing Company. In 1933 it incorporated the Lever brothers India company. In 1935 it incorporated the United Traders limited. In 1956 it formed Hindustan Lever Limited(HLL). TOMCO joined HLL in 1994. In 1996 it acquired Ponds and Lakme. Recently in 2007 it got renamed as HUL Hindustan Unilever Limited. This is a large FCMG with over 100 countries. The products of the HUL have over 20 distinct categories ranging from personal care to home needs to foods and beverages. The detergent market estimates up to 5100crores. Detergent Bar itself makes up to 43% of this market.
Surf excel was launched in 1959 as ‘Surf’. The name Surf …show more content…
SEGMENTATION
Based on demographic segmentation, the target market was for women above 25 mainly housewives and especially with kids. More inclined towards higher and upper middle class groups.
Based on Geographical segmentation it concentrated on Tier 1 and 2 cities. Very late it started to rural market too. Lower middle class was pulled by introducing a small sachets of 2rs.
Based on Psychographic segmentation they mainly target on A1,A2,B1,B2 sections.
Based on Behavioral segmentation the targeting is done on quality driven customers who are ready to pay a premium.
SWOT Analysis
Strength: this s the premium detergent bar that was introduced very early that is in 1950s itself. This is a whole new and amazing technology as it reduces water consumption and time taken for rinsing by half its time. This brand has very strong distribution network. This brand always comes with new ad campaigns which will make people remember the brand very easily. The ads are eye catchy and too easy to remember and recall.
Opportunity: There is a rapid market growth which is even going into rural side. The adaption to changing customer as the life styles getting improved is happening …show more content…
Some other initiatives by them was “surf excel and you” and “surf excel smart choice” and recently in 2014 “happy dirt trail”.
Surf excel also ties up with movie. It had tied up with chiller party. Surf excel also has its own YouTube channel where the kids can share their experiences with dirt to say how “dirt is good”.
MARKETING STRATEGY
Surf has been in the market since six decades and over such a long time surf has managed its products with new innovations and the best marketing strategies from time to time. The launching of a washing machine detergent was a good idea which showed the upgrading with the new changing lifestyle. At the same time introducing the small sachets was a good decision to reach out for the lower middle class people. Apart from this the ads which is done with new innovations is add on to it. Every new ad is filled with emotion as well as new innovations which makes people remember the brand pretty