Professional Documents
Culture Documents
Vs.
Surf Excel:
History of Advertising
Informational Appeal from early days of Lalitaji. Ads have been only about unhappy housewives. Comparison of white shirt and yellow shirt. Boring stereotype, predictive and formulaic ads.
Present status
Came up with Surf Excel Forgiveness Campaign (Sequel of Daag Acche Hain). It has increased the brand recall value.
Tagline
Geographic
Tier 1 and Tier 2 cities Bulkier SKUs in Urban markets Started targeting rural markets Geo
Psychographic
Targeting A1, A2, B1, B2 SEC
Behavioural
Targeting quality driven customer who are ready to pay for a premium product.
Various categories of communication systems like broadcasting, print media, etc. are used for Surf Excel. Billboards and posters. In the Print Media, such as newspapers, magazines, direct mails, outdoors, etc. are used. In the broadcasting media, television and radio (FM channels) are the major tools. The frequency of ads is higher during the time slots 1.00 pm to 3.00 pm and 9.00 pm to 11.00 pm for stronger impact on target population.
Title sponsors of TV shows (Surf Excel Little Masters). Every year Surf Excel organizes childrens festivals Kala Ghoda 2010, 2009; Anand Mela 2007, D-Mart 2008.
Surf Excel has its own YouTube channel wherein children share their Dirt is Good experiences. Surf Excel tied up with the movie Chillar Party. Organizes various competitions, e.g. Worlds largest Hand-Printing Competition (over 70,000 children participated), Surf excel smart choice contest (lucky winner to get Whirlpool washing machine). Online promotion strategies website www.surfexcel.in.
Various initiatives Surf Excel and You suggesting mothers to encourage active learning in their children, mothers pride in which mothers can share their pride stories - special moments from the moment they have children, knowledge beyond books, expert advice.
Childrens Club Social media marketing through facebook Santa Claus Carnival etc.
Impact
Long lasting impact on the consumer because of its emotional connect. Developed a positive attitude towards stains by highlighting childs happiness over stained cloths. 15-20% increase in sales in the Indore area. In a semi-urban area like Rau, sales increased by about 150% (from 6 Kg a month to 15 Kg a month in a retail shop) over last 1.5 years. Out of 30 homemakers interviewed, brand recall was found to be about 80%.
Ariel
Ariel is a marketing line of laundry detergents made by Procter & Gamble. Ariel first appeared on the UK market in 1967 and was the first detergent with stain-removing enzymes.
Tagline
Demographic: Family size Benefits: Quality, Service, Income Niche marketing Urban and semi urban areas User status: regular users, potential users and non users.
Media Strategy
Promotion
Radio Hoardings Consumer promotion Fragrance oriented and eco friendly Newspaper Various promotional offers
Marketing objectives
Surf excel
To continue market leadership, 37.8% in Indian Market. Approaching New Markets.
Ariel
To increase market share, 7.7% P&G in Indian Market.
Switch Consumers from Existing Brands in the present Market. Product Innovation. Increase Brand Loyalty.
SWOT Analysis
Strengths Surf excel
Strong R&D. Offers & Schemes.
Ariel
Global brand presence. Less number of intermediaries in distribution channel.
Ariel
Less Offers & Schemes.
Threats to both
Competition from organized and unorganized
Conclusion:
After this research, I have come to the conclusion that: Marketing strategy of Surf Excel is much better then Ariel. Surf Excel reaches its target audience in an effective manner than Ariel. Surf Excel has more exposure and brand recall than Ariel. Surf Excel has already established itself as a premium brand and Ariel is on the stages of proving itself as a premium brand. Ariel should increase its advertising strategy in order to get more exposure, should indulge in more events like Surf excel. Sales of Surf Excel are just growing.