1. Product and Brand Management
Presentation on
SURF
Presented by
Sagar Dhotre

2. PRODUCT AND BRAND MANAGEMENT
NAME – SAGAR RAJESH DHOTRE
ROLL NO – MB21030
SUBJECT NAME – PRODUCT AND BRAND MANAGEMENT
COURSE NAME – MMS/MBA
TOPIC NAME – PRODUCT AND BRAND MANAGEMENT ON SURF EXCEL

3. About Company
• One of the oldest detergents in India
• A pioneer in the Indian detergent powder market
• Surf Excel has constantly upgraded itself
• Outstanding stain removal ability on a wide range of stains
• Path-breaking technology
• Reduces water consumption and time taken for rinsing by 50%.
• Significant benefit, given the acute water scarcity in most of India.

4. Marketing objectives
Surf has been in the market for a long time and has effectively managed its product life
cycle with the help of product innovations and great marketing strategies.
Unilever markets detergent products internationally and uses individual sub-brands to
segment those markets.
 Formulation of the detergent and the market targeted vary by region.
Launching variants in the washing machine category.
Effective Ad campaign.
Approaching new market.

5. PRODUCT RANGE
Surf excel detergent bar
Surf excel blue
Surf excel Ultra
Surf excel quick wash
Surf excel automatic
Surf excel Matic
Surf excel Liquid

6. Target market
Sachet packet (Rs. 2/-) – Mass market , convenient & affordable
Detergent bar , Surf excel blue , surf excel automatic– Middle class &
upper middle class
Surf Excel Matic- For washing machine users

7. Promotion/Advertisement
• Lalitaji , Surf karidne mein samajdari hai
• Daag doodthe rehjavoge.
• Daag acche hote hain.

8. Surf Excel- Khushiyo Ki Doli
• Awareness about company’s brands in media-dark villages
• Cost-efficient rural activation module
• Greater engagement by blending technology with traditional
symbolism
• Chance to explore ideas in communication, such as customised TVCs
for rural audience

9. COMPETITIORS
• Tide
• Rin
• Wheel
• Nirma
• Ghadi
• Henko

10. Observation
• Experienced player
• Innovative advertising approaches
• Provides offers & schemes
• Strong distribution channel