Surf Excel SWOT Analysis, USP & Competitors

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SWOT Analysis of Surf Excel with USP, Competition, STP (Segmentation, Targeting, Positioning) - Marketing Analysis

Surf Excel

Parent Company



Home Care – Detergents



Tagline/ Slogan

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

Target Group

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

SWOT Analysis


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



1. Tide
2. Aerial
3.Nirma Ltd

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


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