SWOT Analysis of Surf Excel with USP, Competition, STP (Segmentation, Targeting, Positioning) - Marketing Analysis
Home Care – Detergents
Dirt is Good; Surf Excel Hai Na
Surf Excel offers outstanding stain removal ability on a wide range of stains
Home Care – Premium Detergent – Bar, Powder, Matic
Every Indian Household – for washing purposes
Surf Excel has constantly upgraded itself over the years, to answer the constantly changing washing needs of the Indian homemaker
1. Premium Detergent Brand for HUL introduced in 1959 2. Surf Excel quick wash is powered with a path-breaking technology- it reduces water consumption and time taken for rinsing by 50% 3. Strong distribution network by HUL, which is beneficial for the product 4. Good brand visibility and advertising with new ad campaigns to keep brand top-of-the-mind
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
1. Rapid market growth with further rural penetration 2. Adapting to changing customer needs & improving life styles
1. Low profit margins in detergent sector 2.Threat from existing and new players in the market
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