Professional Documents
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Presentation byPriyam Goyal -11020541111 Swati Thakur -11020541133 Priti Vaidya -11020541137
Route 1
Awareness/ Familiarity with brand
Information regarding brand attribute or benefits
Consumer attitude
Association of feelings with brand Linkage of brand with peers/ experts & group trait
Purchase behavior
Ad Exposure
Surf Excel
Launched in 1959 by HUL Was positioned as a powder which washes whitest
Route 1
Brand Attributes
Ad Exposure
Environmentally friendly
Brand Image
Children play, get dirty, experience life, get stronger and ready for outside world While Surf takes care of the stains Surf consumes 50% less water for rinsing suited for drought prone areas Wide product range from variants of regular powder to washing machine safe powder, a detergent bar etc Top of the mind recall across all consumer segments Strong Brand Portfolio
Ad Exposure
Ad Exposure
Emotional connect with the target market segment Association of feelings with brand
Ad Exposure
Social activists promoted the product being environmental friendly Advertisement featuring children Linkage of brand with peers/ experts & group trait
20 gm 200 gm 500 gm
1 kg
Rs. 169
Rs. 120
Rs. 240
HUL has a market share of 36 % in detergent segment Surf Excel- a major contributor Surf Excel leads the Premium Fabric Wash Category in India Famous worldwide- known as Omo in Brazil and Persil in UK and France
Strong brand equity TOM recall by mid sized market segment Huge Brand Loyalty Increase in the frequency of usage
Route 2
Ad Exposure
Purchase Behaviour
If the experience is positive,it leads to brand attitude formation and hence repeat purchases
Conclusion
Surf Excel One of the finest advertisied product Heavily influenced the attitude towards the brand Resulted in positive brand attitude formation Hence, increase in the Purchase Behaviour Adopted a slow and steady approach and became the market leader