Surf Excel SWOT Analysis, Competitors & USP

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

Surf Excel SWOT analysis evaluates the brand by its strengths, weaknesses, opportunities & threats. In SWOT Analysis of Surf Excel, 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 make strategic improvements. Surf Excel is one of the leading brands in the FMCG sector.

The article below lists the Surf Excel SWOT, competitors and includes its target market, segmentation, positioning & USP. Let us start the Surf Excel SWOT Analysis:

SWOT Analysis of Surf Excel

For Surf Excel, SWOT analysis can help the brand focus on building upon its strengths and opportunities while addressing its weaknesses as well as threats to improve its market position.

Surf Excel Strengths

The strengths of Surf Excel looks at the key aspects of its business which gives it competitive advantage in the market. Some important factors in a brand's strengths include its financial position, experienced workforce, product uniqueness & intangible assets like brand value. 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

The weaknesses of a brand are certain aspects of its business which are it can improve to increase its position further. Certain weaknesses can be defined as attributes which the company is lacking or in which the competitors are better. 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

The opportunities for any brand can include areas of improvement to increase its business. A brand's opportunities can lie in geographic expansion, product improvements, better communication etc. 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 for any business can be factors which can negatively impact its business. Some factors like increased competitor activity, changing government policies, alternate products or services etc. can be 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 Competitors

There are several brands in the market which are competing for the same set of customers. Below are the top 3 competitors of Surf Excel:

1. Tide
2. Aerial
3.Nirma Ltd

Hence this concludes the Surf Excel SWOT analysis.

Continue reading more about the brand/company.

About Surf Excel

Surf Excel Overview
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

Home Care – Premium Detergent – Bar, Powder, Matic

Target Market

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

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.

Browse marketing analysis of more brands and companies similar to Surf Excel. This section covers SWOT Analysis, Competitors, Segmentation, Target Market, Positioning & USP of more than 2500 brands from over 20 industry sectors.

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