Surf Excel Matic SWOT Analysis, Competitors & USP

Posted in FMCG, Total Reads: 4756

SWOT analysis of Surf Excel Matic analyses the brand/company with its strengths, weaknesses, opportunities & threats. In Surf Excel Matic SWOT Analysis, the strengths and weaknesses are the internal factors whereas opportunities and threats are the external factors.

SWOT Analysis is a proven management framework which enables a brand like Surf Excel Matic to benchmark its business & performance as compared to the competitors and industry. Surf Excel Matic is one of the leading brands in the FMCG sector. The table below also lists the top Surf Excel Matic competitors and elaborates Surf Excel Matic market segmentation, target group, positioning & Unique Selling Proposition (USP).

Surf Excel Matic SWOT, Competitors, Marketing STP & Brand analysis Table
Surf Excel Matic Brand Analysis
Parent Company

Hindustan Unilever


Soap & Detergents



Tagline/ Slogan

Daag achchhe hain


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

Surf Excel Matic STP

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

Surf Excel Matic SWOT Analysis

Below is the Strengths, Weaknesses, Opportunities & Threats (SWOT) Analysis of Surf Excel Matic. Strengths are:

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


Here are the weaknesses in the Surf Excel Matic SWOT Analysis:

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


Following are the Opportunities in Surf Excel Matic SWOT Analysis:

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


The threats in the SWOT Analysis of Surf Excel Matic are as mentioned:

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

Surf Excel Matic Competition

Below are the top 2 Surf Excel Matic competitors:

1. Ariel Complete Matic
2. Ariel Oxy Blu Matic

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

Similar analysis has also been done for the competitors of the company belonging to the same category, sector or industry. Browse marketing analysis of more brands and companies similar to Surf Excel Matic. The BrandGuide section covers SWOT Analysis, USP, STP & Competition of more than 6000 brands from over 20 categories. This SWOT and marketing analysis has been researched & authored by our BrandGuide Research Team members.

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