SEGMENTATION PROCESS OF SURF INDUSTRY ( HUL,P&G AND NIRMA )AND COMPARE EFFECTIVENESS OF ADVERTISING STRATEGIES

UNIVERSITY SCHOOL OF BUSINESS STUDIES

Market

segmentation

is

a marketing strategy that involves MEANING dividing a broad target

market into subsets of consumers

who have common needs and priorities and then designing and implementing strategies to target them. Companies create product differentiation strategies to target market segments.

Geographical

By benefits

METHODS

Behavioural

By occasion

INTRIDUCTION TO SURF INDUSTRY

Detergents are chemicals that are effective surface and coming instead of soap in many of the uses and areas , in the home and even the factory are preferred in some uses because of its specification is better than soap in hand uses this
Types of detergents1 - General detergent laundry, or detergents for all purposes) 2 - Cleaners Uses easy. 3 - Detergents harsh surfaces. 4 - Detergent dishwashers mechanism

Hindustan Unilever limited Proctor and Gamble Nirma Ghari detergent

(HUL) Wheel Surf excel Rin

Nirma

P&G Tide Ariel

HUL

Surf Excel, launched in 1948 under the brand name Surf in Pakistan & in 1959 launched in India as a first detergent powder. Initially, the brand was positioned on the clean proposition of washes whitest.. This is in line with the global communication platform of Dirt Is Good, which is a communication strategy of Unilever for its premium detergent products.

1) The segment for which the brand is intended is the customer of premium powders, which are sold in the price range of Rs.75/- per kg and above. In the premium segment, detergents sell in the price range of Rs. 80 120/-; and the major brands are Surf, Henko, Tide, and Ariel. 2) Surf Excel (mummys best friend) is positioned as the brand that a housewife will look to upgrade herself to get better cleanliness without damaging the clothes. 3) The brand is clearly segmented a premium and up market brand and the achievements show an upper-middle to upper class small family with a fashionable home and modern clothing collection.

Variants in surf excel packaging according to demands

Surf Excel Cleaning Products Clothes Care: Surf Excel Liquid Detergent Surf Excel Easy Wash Surf Excel Quickwash: Surf Excel Quickwash Surf Excel Matic Top Load: Surf Excel Matic Top Load Surf Excel Matic Front Load: Surf Excel Matic Front Load Surf Excel Bar: Surf Excel Bar

PRODUCT DESCRIPTION

Surf Excel Blue Powder 500 gms Bag

Surf Excel Blue Powder 750 gms Bag Surf Excel Blue Powder 1.5 Kgs Bag Surf Excel Blue Powder 3.3 Kgs Bag with Bucket Surf Excel Blue Powder 4 Kgs Bag Surf Excel Quickwash 14 gms Bag Surf Excel Quickwash 200 gms Bag Surf Excel Quickwash 500 gms Bag Surf Excel Quickwash 1 Kg Bag Surf Excel Quickwash 2 Kgs Bag Surf Excel Matic Top Load 500 gms Box Surf Excel Matic Top Load 1 Kg Box Surf Excel Matic Top Load 2 Kgs Box Surf Excel Matic Front Load 500 gms Box Surf Excel Matic Front Load 1 Kg Box

Surf Excel Matic Front Load 2 Kgs Box

WHEEL

Wheel
Unilever

is

brand
in

of

laundry
This

detergent manufactured by Hindustan ,launched 1987. product was created specifically by Hindustan Unilever to counter Nirma, the low cost detergent, which had taken the ground away from Surf, the top selling detergent at that time from HUL.

Active Wheel Powder is available in three variants according to customer demands with pleasant fragrances such as:

* Active Wheel Lemon & Orange * Active Wheel Lemon & Jasmine * Active Wheel Gold
Wheel is a detergent brand that caters to the laundry needs of the mass market. It was

first launched in the year 1987. Wheel Green is the single largest detergent brand in
India in terms of market share and value.

The brand is intended in the popular range segment, which consists of powders sold in for Rs.18 22 per kg. The popular segment was founded as a result of the launch and subsequent success of Nirma.

RIN

Rin was traditionally, the detergent bar brand from HUL. In 1990s company launched the Rin brand of

detergent powders in order to fight the competitors

by leveraging on the strong brand enjoyed in the detergent bar market. The detergent powders from the Rin family are:

Rin Shakti Powder Rin Supreme Rin Refresh Lemon and Rose Rin Perfect Shine
This category consists of mid-priced segment detergents ranging from Rs.35 50 per kg.

Procter & Gamble Co., also known as P&G, is an American multinational consumer goods company headquartered in downtown Cincinnati, Ohio, United States, founded by William Procter and James Gamble, both from the United Kingdom. Its products

include pet foods, cleaning agents, and personal care products. Prior to the sale
of Pringles to the Kellogg Company its product line included foods and beverages. In 2012, P&G recorded $83.68 billion in sales.

ARIEL

*
a marketing line of laundry

Ariel

is

detergents made by Procter & Gamble. It is the

flagship brand in Procter & Gamble's European,

Mexican, Japanese, Filipino, Pakistani, Indian, and Venezuelan portfolios. In some U.S. stores, Mexican Ariel is available. Ariel first appeared on the UK market in 1967 and was the first detergent with stain-removing enzymes.

 Ariel Complete Ariel AntiBac Ariel 24-hour Fresh

Ariel Matic
Ariel Color & Style ARIEL SEGMENTATION &TARGETING Demographic Family size Benefits Quality, service, income Urban and semi urban areas User status- regular user, potential user and non user Housewives as they are decision makers in most of the buying situations. Colour sensitiveness of clothes Washing machine users.

TIDE DETERGENT

* Procter & Gamble first marketed Tide detergent to the

public in 1946, which coincided with the introduction
of the top-loading automatic washer. Tide products may also contain a fluorescent whitening agent, enzymes and fragrances. Tide in powder form comes in box sizes

ranging from 15 to 80 loads.

SEGMENTATION OF TIDE Tide naturals Tide lemon and chandan Tide jasmine and rose Tide plus Tide bleach

NIRMA

Nirma is a group of companies based in the

city of Ahmedabad in western India that manufactures products ranging from cosmetics, soaps, detergents, salt, soda ash, LAB and

Injectable. The brand name became almost

synonymous with low-priced detergents and toilet soaps. However, Nirma realized that it would have to launch products for the upper

end of the market to retain its middle class

consumers who would graduate to the upper end.

COMPARE EFFECTIVENESS OF ADVERTISING STRATEGY OF THESE BRANDS

BASIS OF COMPARISON..

PRICE

QUALITY

SALE

VARIETY

continue..
HLL's Surf Excel has increased its share in value terms to 65 per cent in March from 58 per cent a year ago, ahead of P&G's Ariel Market shares in the concentrate segment are seen flowing to Surf Excel from Ariel partly due to aggressive consumer promotion schemes by HLL The difference also lies in distribution During 2001, Surf Excel's value share grew by a mere 2 per cent, however it raise by almost 5 per cent in the first quarter of the current year. The concentrate segment comprises less than three lakh tonnes, out of a total detergent market of 23 lakh tonnes per year. Both Surf Excel and Ariel are currently priced at Rs 155 for a 1 kg pack.

Doodh ki Safedi Nirma Se Aae, Rangeen Kapda Bhi Khil Khil Jae

If its got to be clean, its got to be Tide

Kenyas best stain removal detergent in one wash

Nimbu ki shakti aur hzaro phoolo ki khushboo; mehangi wali dulai budget mein smai..

The Dirt is Good Campaign

Salman Khan in Wheel Detergent Ad

CONCLUSION

Presence of the personal care products of both Hindustan Uniliver Lim ited (HUL)&Indian Tobacco Company (ITC) can be seen in every segment of the market. Both HUL and ITC have used the market segmentation practi ces most efficiently and cleverly to divide the whole markt into various seg ments and to satisfy the needs of the customers of the various segments. Bo th HUL & ITC used the purchasing power of the consumer,as the most imp

ortant bases, to divide the whole market into various segments and try to off
er different product for each segment.

* Name-Amanpreet kaur
Roll no. -2503 Course MBA (Marketing)