16-08-2012, 11:18 AM
Detergent Powder in India
Detergent Powder.pptx (Size: 1.2 MB / Downloads: 74)
History
First detergent powder in India was DET.
Then SURF came with its strong sales promotion, advertisement and distribution width.
Followed by TOMCO’S MAGIC and then NIRMA.
Some facts..
To Approx 4000 crore detergent market is amongst the largest FMCG categories in India, next only to edible oils and biscuits.
The Indian market for detergent is amongst the largest in the world.
Reasons of migration
Surf became known only for whiteness
Surf Excel (stain removal) : Positioned with the baseline ‘removes stain without fading colours’ (Surf Excel Hai Na..)
To boost its image as that of a modern and contemporary brand.
Present situation
HLL have three brands in laundry category..
1. Surf excel 2. Rin 3. Wheel
In 2006 Rin supreme bar was replaced by surf excel bar.
Surf Excel is available in 3 variants: Surf Excel Blue, Surf Excel Quick
Wash and Surf Excel Automatic.
Objectives
To continue market leadership 37.8% in Indian market.
Approaching new markets.
Launching product extensions.
Maintain brand loyality.
Increase frequency of usage.
Launching variants in the washing machine category.
SWOT Analysis
Strength…
Strong R&D.
Offers & Schemes.
Strong distribution channel.
Weakness…
Expenses on advertising.
Opportunities…
Penetration in rural areas.
Increase their frequency of usage.
New consumer market.
Threats…
Competition from organized and unorganized players.
Increased level of price competition.
Conclusion
Experienced players.
Competitive advantage with well laid distribution and retail network.
Innovative advertising approaches.
Willingness to venture out with new variants.