Surf Excel Matic SWOT Analysis, USP & Competitors

Posted in FMCG, Total Reads: 2538
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SWOT Analysis of Surf Excel Matic with USP, Competition, STP (Segmentation, Targeting, Positioning) - Marketing Analysis

Surf Excel Matic

Parent Company

Hindustan Unilever

Category

Soap & Detergents

Sector

FMCG

Tagline/ Slogan

Daag achchhe hain

USP

A premium category detergent which is customized for front-load washing machines

STP

Segment

Soap & Detergents

Target Group

Urban families which use washing machines to wash clothes due to convenience and lack of time

Positioning

As a premium category product which is used for washing clothes in washing machines and encourages consumers to indulge in fun activities without worrying about their clothes

SWOT Analysis

Strengths

1. Market leader in the washing-machine using market of washing powders
2. Premium Detergent Brand for HUL introduced in 1959
3. Surf Excel quick wash is powered with a path-breaking technology- it reduces water consumption and time taken for rinsing by 50%
4. Strong distribution network by HUL, which is beneficial for the product
5. Good brand visibility and advertising with new ad campaigns to keep brand top-of-the-mind

Weaknesses

1. Slightly Higher price prevents it from reaching to the mass of customers
2. Product awareness not high among rural markets
3. Legal issues due to brand wars

Opportunities

1. Increase its market share in Tier-1 by promotions, both traditional & non-traditional

2. Introduce and promote a top-load washing-machine compatible variant

Threats

1. Low profit margins in detergent sector
2.Threat from existing and new players in the market

Competition

Competitors

1. Ariel Complete Matic
2. Ariel Oxy Blu Matic



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