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9823405 SWOT Analysis of the Detergent Powder Surf Excel

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9823405 SWOT Analysis of the Detergent Powder Surf Excel
SWOT Analysis of the detergent powder Surf Excel (a famous product and famous brand of
Hindustan Unilever Limited.)

Assignment Submitted By,

Assignment Submitted To,

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Index

S.No

Page No

1

About the product

3

2

About the company

6

3

SWOT Analysis

6

3.1

Strengths

10

3.2

Weakness

14

3.3

Opportunities

16

3.4

Threats

18

4

2

Particulars

Conclusion

20

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About the product
Surf Excel, launched in 1954, is one of the oldest detergent powders in India. Initially, the brand was positioned on the clean proposition of “washes whitest”. However, with the emergence of numerous local detergent manufacturers and the entry of other global brands, Surf Excel underwent various changes in its Brand Communication; from 'lalitaji' to 'dhoondte reh jaaoge' to
'jaise bhi daag ho, surf excel hai na', and is today communicated on the platform of 'Dhaag achcha hai'. This is in line with the global communication platform of Dirt Is Good, which is a communication strategy of Unilever for its premium detergent products, sold under various brand names; such as Omo in Brazil and Persil in UK and France. Today, Surf Excel leads the Premium
Fabric Wash Category in India. Some of the other major detergent products of Unilever in India are Rin and Wheel. The latest entry into the segment is Comfort, a Fabric Conditioner. th HLL On 18 May 2003 has introduced an innovative low foam detergent. The New Surf Excel has been specially developed with technology to conserve water, making it the first of its kind in the country. The innovation keeps in mind the current water scarcity scenario in India.

About the product and the different varieties of Surf Excel are explained the following pages.

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About the company
Mission
Unilever’s mission is to add Vitality to
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