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    Ariel Vs Surf Excel

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    Sagar Awale
    The document summarizes the history and competitive strategies between Surf Excel and Ariel, two leading detergent brands in India. It provides a timeline of launches and campaigns for both brands. It also outlines their segmentation in the premium, mid-priced and mass market categories. The document then discusses the counter offensive and defensive strategies employed by each brand over time to gain market share in their battle for detergent supremacy.

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    Ariel Vs Surf Excel

    Uploaded by

    Sagar Awale
    1K views8 pages
    The document summarizes the history and competitive strategies between Surf Excel and Ariel, two leading detergent brands in India. It provides a timeline of launches and campaigns for both brands. It also outlines their segmentation in the premium, mid-priced and mass market categories. The document then discusses the counter offensive and defensive strategies employed by each brand over time to gain market share in their battle for detergent supremacy.

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    Ariel vs Surf Excel - Copy

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    The document summarizes the history and competitive strategies between Surf Excel and Ariel, two leading detergent brands in India. It provides a timeline of launches and campaigns for both brands. It also outlines their segmentation in the premium, mid-priced and mass market categories. The document then discusses the counter offensive and defensive strategies employed by each brand over time to gain market share in their battle for detergent supremacy.

    Copyright:

    Attribution Non-Commercial (BY-NC)
    Download as PPTX, PDF, TXT or read online from Scribd
    Download as pptx, pdf, or txt
    1K views8 pages

    Ariel Vs Surf Excel

    Uploaded by

    Sagar Awale
    The document summarizes the history and competitive strategies between Surf Excel and Ariel, two leading detergent brands in India. It provides a timeline of launches and campaigns for both brands. It also outlines their segmentation in the premium, mid-priced and mass market categories. The document then discusses the counter offensive and defensive strategies employed by each brand over time to gain market share in their battle for detergent supremacy.

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    Attribution Non-Commercial (BY-NC)
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    The War Between

    SURF ARIEL

    &

    History of Surf Excel


    1959 HUL Introduced SURF. 1970 Launch of Nirma Power. Brand Lalitajee launched. 1990 Emergence of concentrate & Mid price segment powers. Ad Campaign Daag Doonthe rah jaoge was launched. 1996 Surf Excel launched. Ad Campaign Jaise bhi Daag ho, Surf Excel hai na 2003 Surf Excel Quick wash launched Ad campaigns on Shortage of water across country 2005 Ad Campaign Daag Acche hai na . 2006 Rin Supreme BAR. Ad campaign Good news, Bad news

    History of Ariel
    In 1991, Procter & Gamble India launched Ariel detergent. In 2003, Ariel brought out its quickwash action to its detergents, to allow consumers to be able to do their laundry on a quickwash cycle. In 2006, Ariel started its "turn to 30" campaign to inspire consumers to wash in cool water so that energy can be saved. Ariel launched a concentrated version of their liquid detergents named Ariel Power in the spring of 2008. In October 2008, Ariel launched "cold is the new hot" campaign.

    Segmentation of Detergent Market

    Segmentation of Detergent powder Market

    PREMIUM Ariel- Ultramatic & Spring clean Surf -Automatic & Quick wash

    MID PRICED Surf Excel Blue, Tide, Stain Champion

    MASS MARKET Wheel , Fena, Nirma,Ghadi etc.

    PRICE CHART
    SIZE SACHET 200gm 500gm 1kg SURF EXCEL QUICK WASH Rs.2/Rs.23/Rs.56 Rs.109/SURF EXCEL BLUE Rs.2/Rs.20/Rs.41 SURF EXCEL AUTOMATIC Rs.80/Rs.155/-

    SIZE Sachet 200gm 500gm 1kg

    ARIEL FRESH CLEAN Rs.2/Rs.26/Rs.55/Rs.107/-

    ARIEL SPRING CLEAN Rs.2/Rs.26/Rs.55/Rs.107/-

    ARIEL FRONTO-MAT

    Rs.80/Rs.155/-

    Counter Offensive Attack


    In mid 80s ,P&G launched Ariel with enzyme based new technology which was superior to Surf, later upgraded as Ariel with Micro shine. To conflict Ariel,HLL embarked Surf with new formulation removing stubborn ink stains accompanied by Aise DaagWaise Daagjaise bhi daag ho,Surf Excel Hai Na. P&G later initiated Tide in 2000 for maximum whiteness effect. To counter Tide,HLL unveiled Indias First Surf Excel liquid Detergent equipped with special stain applicator.

    Defensive Strategy
    HLL offered three variants of Surf by the end of 2004 - Surf Excel Blue, Surf Excel Quick Wash and Surf Excel Automatic

    Brand Consolidation Strategy


    Surf Excel
    - Change from Rational Appeal to Emotional Appeal Marketing
    messages Eg. Sasti cheez or achchi cheez me farak hota hai to Daag Dhoondthe Reh Jaaonge to Daag Acche Hain

    Ariel
    - Introduced Variants for consumers at lower prices - New product offerings like Supersoaker Ariel

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