Surf Excel SWOT Analysis, USP & Competitors

Surf Excel

Parent Company

HUL

Category

Home Care – Detergents

Sector

FMCG

Tagline/ Slogan

Dirt is Good; Surf Excel Hai Na

USP

Surf Excel offers outstanding stain removal ability on a wide range of stains

Surf Excel STP

Segment

Home Care – Premium Detergent – Bar, Powder, Matic

Target Group

Every Indian Household – for washing purposes

Positioning

Surf Excel has constantly upgraded itself over the years, to answer the constantly changing washing needs of the Indian homemaker

Surf Excel SWOT Analysis

Strengths

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

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. Rapid market growth with further rural penetration
2. Adapting to changing customer needs & improving life styles

Threats

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

Surf Excel Competition

Competitors

1. Tide
2. Aerial
3.Nirma Ltd