Surf Excel Matic SWOT Analysis, USP & Competitors

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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


Soap & Detergents



Tagline/ Slogan

Daag achchhe hain


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



Soap & Detergents

Target Group

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


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


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


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

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


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



1. Ariel Complete Matic
2. Ariel Oxy Blu Matic

The table above concludes the Surf Excel Matic SWOT analysis along with its marketing and brand parameters.


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