Surf reaches over 20 million homes in India. Surf was the first brand of detergent that was advertise on Television and Lalitaji was the first icon for a detergent powder created by Alyque Padamsee. It has tremendous Sales Turn over in almost all part of India for e.g. Surf account for more than 50% of a detergent powder that sell in North Eastern States. Other competitors also had effective cleaning but which would damages the cloth and its colour. Only Surf gives guarantee of bright and clean effective cleaning with the safety of your clothes, colour because it has “Safe Colour Bleach System” and enzymes for superior stain removal for hand wash and for washing machine. It is a major market Player which promises stain removal without feeding colour.
Initially it was Surf Excel International which was replaced by Surf excel Ultra which claimed ‘Daag….dhoodte reh jaoge.’ Then Surf excel was introduced which claimed ‘Surf excel hai na.’ In 1996 when surf was introduced which claimed ‘Kadi safai, magar pyar se.’ Surf excel blue which claimed ‘Daag acchhe hai.’ Surf excel quick wash ‘Do bucket pani ab rojana hai bachana.’ Then surf excel automatic was introduced.
PRODUCT HIERACHY: -
Need Family:- The core need that underlines the Product family is cleaning the dirt of clothes Product Family:- Product satisfy a core need by effective washing. Product Class:- Detergent Sector
Product Line:- It is a Line Extension and it has three variants Surf excel Blue, Surf excel Quick wash, Surf excel Automatic. Product Type:- Detergent Powder.
Brand:- Surf .
Items:- Surf excel Blue, Surf excel Quick wash, Surf excel Automatic.
RECENT DEVELOPMENT: -
Water is a major concern across the country with running water through the day not available to most households. To address this problem Surf Excel Quickwash was launched with a low lather formulation. Coloured clothes, an...