Market Positioning of Detergent Brands

Presented By:Rinky SachdevaKeshav RustagiParshant GuptaShobhit SaxenaShashank KapoorAditya Goel

Indian Detergent IndustryIndian detergent market is estimated at over 13000 crore rupees and growing at

about 8% annually

India’s per capital consumption of detergent stands at 2.7kg – the lowest in

the world

The organized players in the industry comprise 60% of the total market,

remaining 40% is saturated with regional and small unorganized players.

Contd..Market leader among organized players is HUL 37% followed by

Nirma 30% and Procter and Gamble 12%

Other brands in the running are Henko from Henkel, Jyothi Laboratories'

Techno Bright, Ghari and innumerable ones in the unorganized sector

Any Detergent with the basic ingredients in place will do an equally good a job of cleaning. So the major

component of cost is the cost of marketing.

Market SegmentationFrame of reference

Geographical Split

Active Wheel

•World’s largest selling detergent by volume

•Largest brand in HUL portfolio•10th largest FMCG brand in India

Variants

Market Positioning•Belongs to Popular segment•Price range: Rs. 40 – Rs. 50 per kg•Targets Rural and Lower middle class•TVC analysis:

▫Emphasis on fragrance of flowers and cleaning power of lemons

▫Competing with local players▫Targets housewives who use traditional

methods of washing clothes

Competitive Environment : 3 C’s

•Customer▫The lower-most socio-economic segment:

B2 to E2

•Competitors▫Ghari, Nirma, Fena and local players

•Corporation▫HUL : Hindustan Unilever Limited

Points of differences•Celebrity Brand Ambassador: Salman

Khan•More emphasis on fragrances of flowers

and less on functionality unlike other detergent brands that highlight stain removing and whitening powers

•Competes with local detergent players•Innovative campaigning in rural and semi-

urban areas of India•TVC and radio campaigns revolve around

husband-wife conversation

Surf excel

• Launched in 1948 under the brand name ‘Surf’ in Pakistan & in 1959, launched in India as the first detergent powder

• Company: Unilever• Availability: Bangladesh, Pakistan, India• Message: Dirt is good. When children go out to play and

get dirty, they don't just collect stains. They experience life, make friends, share with each other & learn from each other

Brand’s heritage

•Surf Excel is the product of Unilever and is the oldest detergent brand (1959).

•Initially, the brand was positioned on the clean proposition of “washes whitest”.

Market positioning

•Showcasing dirt as valuable: “Daag achchhe hain”

•Positioned as Stain Remover•Price range: Rs. 100 – Rs. 250•For high and middle income groups•Targets mainly washing-machine users and

has different variants for top and front opening machines

•TVC emphasizes on fast stain removal, color care, safe for hands and superior fragrance

Customers•Socio-economic class A1 to B1

•Mainly washing machine users

•Financially well-off as many innovative campaigns make use of internet like stain-removing games on surf-excel website and twitter contests

Potential TargetVariant Target

SURF EXCEL BLUE Middle and High Income groups

SURF EXCEL MATIC Washing Machine Users

SURF EXCEL BAR Low and Middle Income Group

SURF EXCEL QUICK WASH Middle and High Income Groups (Hard water/ Scarce)

Associations

•Stain Removal.•Powerful cleaning.•Good fragrance.•Keeps the colors of clothes bright•Attractive packaging.•Daag tu acha hota hain.•Daag nai to seikhna nai.

Points of differences

First FMCG for detergent

Psychological advantage over any of its competitors as Surf has become a generic name for detergent category.

Surf Excel has been taking a different route by  seeking to occupy the emotional space amongst consumers.

Many BTL campaigns of Surf-Excel revolve around making lives better for children

Slogans of Surf Excel always have some continuity (Daag) and attractiveness to appeal its customers

Strong presence on Twitter and other social media platforms. #DaagAchheHain is very popular.

Contd..

TIDE

• Launched in India in mid-2000, Tide provides ‘Outstanding Whiteness’ on white clothes & excellent cleaning on coloured clothes as well.

• The Tide range in India includes Tide (Detergent) and Tide (Bar with Whitens).

• Tide Naturals was launched in India in December 2009. Packed with the benefits of lemon and sandalwood

TIDE•Potential Target : Women ages 18 to 54

years old, middle classes.

•Frame Of Reference : Detergents Giving Shiner Clothes.

•Points of Differences: Whiter Clothes, Variants like Tide Naturals (lemon and chandan)

Evaluation

•Tide was really successful in positioning itself as a brand which can give you better results than your expectations.

•Tide showed people the extra shade of brightness in White, when people used to get satisfy with the Normal White.

Brand’s Heritage

•Tide is a brand of Procter and Gamble.•Being under the umbrella of P&G, it

enjoys high position in market and It is easier for the brand to penetrate into the consumer minds and win the trust.

Consumers

•Tide successfully positioned itself as a brand which gives Whiter Clothes than any other detergent.

•So, the people who wears uniforms (specially white or light colored) were readily attracted towards the brand.

•Housewives were also concerned about the clothes of their husbands. Tide successfully targeted them also by showing similar things in advertisements.

Competitive Environment

•Tide made an entry at the perfect time when advertisement industry was booming and consumer was becoming more aware about their choices due to increase in information inflows.

•There were many brands who were focusing on the dirt removing properties of their detergents and going into the technicalities of their composition.

Points of Differences

•Tide showed people that you can actually get whiter and shiner clothes by using tide

•Brand did not focus on composition of product too much and kept it simple

•People needed a good branded product at lower price.

Thank you