SURF EXEL CASE STUDY

Research Objectives

which is the most commonly used detergent in the market. Which factors influence people to buy a particular brand ? what is the penetration level of Surf in the market ?

to identify customer needs.

Methodology

Sample Size of 40 respondents.

23- house wives

10 Students
5 Males 35 Females

7 Working

Income Group of Respondents

Age Groups

>45 13% <5k, 6 > 20k, 10

<25 22%

35-44 30%

5k-10k, 14 10k-20k, 10 25-34 35%

GRAPHICAL ANALYSIS OF THE DATA

No of Washing Machine users
100% 90% 80% 70% 60% 50% 40% 30% 20% 10% 0% Washing maching No Washing maching 20 20

Customers

Customers Using Detergent

100% 90% 80% 70% 60% 50%

Infulencing Factors for buying Surf

Others

Stain Removing Capacity

SURF, 21

OTHERS, 19

Gentleness on hands

40%
30% 20% 10% 0% SURF OTHERS SURF OTHERS

Lather

Easy on fabric

Whiteness
0 1 2

DIFFERENT SURF CATEGORIES USED

Surf Ads having greatest retention power

18

Other Ads 17

16

14 Dhoondthe Reh Jaaoge Ad 5

12

10

Surf Excel Hai naa Ad

4 2 2 Lataji ad Ad 0 surf excel surf ultra surf super excel 7

Effectiveness of promotion scheme

38%

62%

Dont Consider promotion

Considers Promotion

Suggestions for Improvements

6

3 5 2 4 3 1 2 2 5

0 Different quantities available Style of packaging More schemes Price Any other No comment

Other Detergents used by customers

4 No. Customers

0 Tide Wheel Rin Ariel Others

Brand

Reasons for not purchasing Surf

other reason

Packaging

quality of the competitor detergent is superior

fewer schemes

Price of the detergent

Infulencers in Purchase
20 18 16 14 12 10 8 6 4 2

No of people

0
Friends Neighbours Advertisements Self- Experience Others

Quantity usually purchased

25

20

15

10

0 Less than 1 kg 1-2 kg 2-3 kg 3-4 kg > 4kg

Frequency of purchase

25

20

No. of customers

15

10

0 Once a week Once a forthnight Once a month Once in two months

Packaging Preference

Others, 2 Sachets, 3
Bigger Container, 5

Jars, 9

Packets, 21

Sachets

Packets

Jars

Bigger Container

Others

First alternative choice

10 10 9 8 7 9 8 7

No. of people

6 5 4 3 2 1 0 1 1 4

Rin

Wheel

Surf

Tide

Ariel

Henko

Nirma

There were l0 non-users of Surf who preferred it as their first choice of purchase in case of non availability of their preferred brand

Users of Surf voted for Ariel, Rin, and Wheel as their first choice, given the same situation.

SECOND ALTERNATIVE CHOICE

10 9 8 7

No. of people

Rin

Wheel

Surf

Tide

Ariel

Henko

Nirma

Preferred detergent amongst acquaintances of consumers

34%

22%

17%

8%

8% 5% 6%

Surf

Tide

Ariel

Nirma

Rin

Henko

Others

ANALYSIS OF DATA

Quantity usually purchased is less than 2kgs. So it is better to go for 1kg or 2kg packets. Frequency of purchase is mainly once in a month or twice in a month. Respondents are preferring to buy mainly packets. Next they were going for Jars. Sachets and other types were very less preferred. If preferred brand was not there, the respondents were choosing mainly from the 4 brands Surf, Rin, Wheel and Ariel. Only 3 detergents were preferred. Maximum number of respondents preferred Surf followed by Ariel and Nirma. The major competitors of Surf are Wheel and Rin.

The respondents consider price and schemes available while purchasing detergents. Surf has a plethora of promotional strategies which include advertisements. 61% of respondents on the area say that the advertisements/promotions do not play a role in their buying behavior. Surprisingly, 62% of the respondents give priority to whiteness and easy on fabric parameters over stain removing capacity.

RECOMMENDATIONS

Go for packets and jars with quantity 1kg or 2kgs which are much preferred by consumers since they generally purchase once a month.

Surf should launch a fighter brand to compete with the low priced detergents like wheel, rin, etc..
Promotional strategy should be directed at the middle aged customers with a salary of Rs 5000-2000.

Surf should concentrate more on Brand Building in order to compete well with its competitors.
Promotions should concentrate on whiteness and easy on fabric which is much preferred by the consumers.

Schemes and promotions like free measuring spoon, extra quantity, bundled prices, lucky draws, coupons, etc should be promoted. Schemes and promotions like extra quantity and bundled prices should be promoted once every month. The frequency of purchase is mostly 1 month. Innovative Packaging. Customers prefer a new color of the detergent powder. Fragrance of the detergent can be improved.