Surf Excel

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Surf Excel
Brand Management
12/18/2012

Shikhar Mehra MBA Tech (Marketing) Roll No. 364 Brand Management

Table of Contents
Introduction .................................................................................................................................................. 2 Brand Mission ............................................................................................................................................... 3 Brand Vision .................................................................................................................................................. 3 Brand Philosophy .......................................................................................................................................... 3 SWOT ............................................................................................................................................................ 3 Competitors: ................................................................................................................................................. 4 Points of Parity .............................................................................................................................................. 4 Points of Difference ...................................................................................................................................... 5 Brand Elements ............................................................................................................................................. 5 Brand Name .............................................................................................................................................. 5 Brand Logo ................................................................................................................................................ 6 Packaging .................................................................................................................................................. 6 Brand Slogans............................................................................................................................................ 6 Brand Awareness .......................................................................................................................................... 7 Perception Mapping...................................................................................................................................... 8 Line Extension ............................................................................................................................................... 8

Introduction
Surf Excel, launched in 1959, 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. 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. In 1990, the brand had to face the intense competition by arrival of the Ariel, Bonus, Wheel and other detergents. But in this era Unilever strived to improve the image of the brand by bringing innovation and making competitive promotional campaigns. In 1990’s, Surf was re-introduced with a changed brand name and improved quality, i-e “Surf Excel”; it was positioned as “complete cleaning and care” by merging two dying brands of Unilever i-e Super Active Surf and Ultra Surf in 1995. It had superior...
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