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

HUL

Home Care – Detergents

FMCG

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

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

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

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

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

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

Below are the top 3 Surf Excel competitors:

1. Tide
2. Aerial
3.Nirma Ltd