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Surf Excel SWOT Analysis

Published by MBA Skool Team in FMCG category Last Updated: May 18, 2024Read time:

Here is a detailed SWOT analysis of Surf Excel covering strengths, weaknesses, opportunities and threats.

Surf Excel 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

Above are the strengths in the SWOT Analysis of Surf Excel. The strengths of Surf Excel looks at the key internal factors of its business which gives it competitive advantage in the market and strengthens its position.

Surf Excel 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

These were the weaknesses in the Surf Excel SWOT Analysis. The weaknesses of a brand are certain aspects of its business which it can improve.

Surf Excel Opportunities

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

Above we covered the opportunities in Surf Excel SWOT Analysis. The opportunities for any brand can include prospects of future growth.

Surf Excel Threats

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

The threats in the SWOT Analysis of Surf Excel are as mentioned above. The threats for any business can be external factors which can negatively impact its business.

Hence this concludes the Surf Excel SWOT analysis.

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About Surf Excel

The table below gives the brand overview along with its target market, segmentation, positioning & USP

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 which comprises of MBA students, management professionals, and industry experts. It has been reviewed & published by the MBA Skool Team. The content on MBA Skool has been created for educational & academic purpose only.

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