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Surf Excel SWOT Analysis, Competitors, Segmentation, Target Market, Positioning & USP

Published by MBA Skool Team, Last Updated: April 20, 2020

SWOT analysis of Surf Excel analyses the brand/company with its strengths, weaknesses, opportunities & threats. In Surf Excel 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 to benchmark its business & performance as compared to the competitors and industry. As of 2020, Surf Excel is one of the leading brands in the FMCG sector.

The table below lists the SWOT (Strengths, Weaknesses, Opportunities, Threats), top Surf Excel competitors and includes Surf Excel target market, segmentation, positioning & Unique Selling Proposition (USP).

Surf Excel SWOT Analysis, Competitors, Segmentation, Target Market, Positioning, USP & Brand Analysis Table
Surf Excel Brand Analysis
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

Surf Excel STP
Surf Excel Segmentation

Home Care – Premium Detergent – Bar, Powder, Matic

Surf Excel Target Market

Every Indian Household – for washing purposes

Surf Excel 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
Surf Excel Strengths

Below are the Strengths in the SWOT Analysis of Surf Excel:

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

Surf Excel Weaknesses

Here are the weaknesses in the Surf Excel 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

Surf Excel Opportunities

Following are the Opportunities in Surf Excel SWOT Analysis:

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

Surf Excel Threats

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

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

Surf Excel Competition

Below are the top 3 Surf Excel competitors:

1. Tide
2. Aerial
3.Nirma Ltd

This article has been researched & authored by the Content & Research Team. It has been reviewed & published by the MBA Skool Team. The content on MBA Skool has been created for educational & academic purpose only.

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. The BrandGuide section covers SWOT Analysis, Competitors, Segmentation, Target Market, Positioning & USP of more than 2800 brands from over 20 industry sectors.

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