HOLISTIC OR SUSTAINABLE MARKETING

HOLISTIC MARKETING

HOLISTIC MARKETING

A marketing strategy that is developed by thinking about the business as a whole, its place in the broader economy and society, and in the lives of its customer. It attempts to develop and maintain multiple perspectives on the company's commercial activities.

Surf Excel is one of the most consumer oriented brands in the country. The kind of consumer penetration and network that Surf Excel has, under the umbrella of HUL is highly extensive. "One of the values is that Surf Excel is sensitive to the pains and needs of the others.

SOCIAL MEDIA CAMPAIGNS adopted by Surf Excel:

1. Fulfil a Wish: Users can reach out to their nearest NGOs and ask them what they want to give fulfils their need.

1. Lend A Helping Hand: Users can send out a gift to children from an NGO.
   
   

SALES MANAGEMENT

SALES 

The number of activities designed to promote consumer purchase of a product or service is sales. While marketing as a discipline primarily caters to demand generation. Sales is majorly concerned about converting demand to revenue. Sales includes stages such as assessing customer needs, presenting product features and benefits to address those needs and negotiation on price, delivery and other elements.

SALES MANAGEMENT

The planning, direction and control of the personal selling activities of a business unit including recruiting, selecting, training, assigning, supervising and motivating as these tasks apply to sales force.

OBJECTIVES OF SALES

1.  To achieve sales target
2. To achieve market share targets
3. To manage dealer network
4. To organise sales training
5. To handle customer complaints
6. To manage sales promotions campaign
7. To effectively cover market.

Surf Excel has both achieved its sales, market share and has effectively covered markets.

It gives good margin to its distributors and retailers.

It caters to the customer complaints within 24 hours of lodging a complaint on their website.

ANALYSING BUSINESS MARKETS

ANALYSING BUSINESS MARKETS

Participants in the Business Buying Process:

1. Initiators: People from the Organisation who request or convince to buy; Salesmen, Marketers
2. Users: The Buyers
3. Influencers: People who influence the Buying Decision; Budget decision maker
4. Deciders: People who decide on product requirements; can be kids or elders who dirty their clothes, can be homemakers who keep a check on supplies
5. Approvers: People who agree or approve the buying
6. Buyers: buyers might include high-level managers
7. Gatekeepers: People who disrupt the buying.

BRANDING

BRANDING

1. BRAND: It is the name, term, design, symbol or any other feature that identifies your products, goods or service as different from those of other products or companies in the market. "Brand" is all-encompassing when used in the marketing terms.
2. BRAND MESSAGE: It provides the words or terms that help consumers and prospects understand why they should use the product and the company values, or what the company believes in.
3. BRAND EQUITY: It is the commercial value that can be put on a brand. As we talked about earlier, this increases as a company gains more recognition. 

Surf Excel has capitalised on its early mover advantage and strong hold in the industry to build a valuable brand.

The name itself has such a high value that consumers generalise other detergent powders and call it as "SURF".

The colour of the packets are very attractive and captures attention of the consumers whether they have come to buy this product or not.

The tag line of the brand is so powerful that it has an emotional appeal with the consumers. "Daag Ache Hai"

The brand promises quality, worth and has a strong background of the company HUL.

The Logo is a big, coloured, blotted stain which says about the product.

SEGMENTING, TARGETING AND POSITIONING

SEGMENTING, TARGETING AND POSITIONING

SEGMENTATION

AMA defines market segmentation as "The process of subdividing a market into distinct subsets of customers that behave in the same way or similar needs. Each subset may conceivably be chosen as a market target to be reached with a distinct marketing strategy."

The market segmentation can only be done based on consumer and their perceived value of the product. The consumers are segmented based on their needs. The consumer also has a perceived value with respect to the product. Segmentation is done based on four factors. Surf Excel's Segmentation as follows:

• Geographic: All over India; Urban and Rural
• Demographic: All family sizes; nuclear and joint. TG are females. Mostly middle income groups to upper.
• Psychographic: 
• Behavioural: Loyalty, Deliverance of perceived value promised by the product. Quality, Service and economical.

TARGETING

After segmenting the market based on the different groups and classes, you will need to choose your targets. No one strategy will suit all consumer groups, so being able to develop specific strategies for your target markets is very important.

Surf Excel's Target Group:

• Middle to Upper income groups.
• Females, Homemakers; somebody who does budget allocation for groceries.

POSITIONING

Positioning refers to the consumer's perceptions of the place a product or a brand occupies in a market segment. A position in the consumer mind-space is achieved by associating benefits of a brand with needs or lifestyle of the segments.

Surf Excel Positions itself as a high quality, medium priced brand which is a necessity in day to day household activities. It has an emotional connect with people as it uses children in its advertisements.

INTEGRATED MARKETING COMMUNICATION

INTEGRATED MARKETING COMMUNICATION

IMC is an approach to brand communications where the different modes work together to create a seamless experience for the customer and the communication is presented in such a way that the brand's core message is reinforced.

All aspects of marketing communications advertising, PR, digital, sales promotions work as a unified force towards a goal of stronger brand and better sales.

Above The Line (ATL): Mass Media communication. Like Advertising, Radio, OOH, Print and cinema. This is targeted to a larger spread of audience

Below The Line (BTL): This is more one to one. BTL marketing with direct consumer outreach programmes make the most sense when there is a small target group or you cater and promote to special classes. Example Events and Experience, PR promotions, Direct Marketing, Personal Selling and Sales Promotion.

Surf Excel carries out ATL promotions through heavy advertisements on Television and regular advertisements through print media.

Since it is an FMCG product there are regular promotion schemes as they give out offers and discount scheme at different stores across India.

PROMOTION

PROMOTION

Surf Excel's promotion strategy has evolved with time. The company mostly advertises on OOH and television advertisements.

Following are their campaigns:

• 1970s : Lalitaji, Surf ki kharidaari mein hi samajhdaari hai

After the launch of lower priced brands it had to show make the consumers aware that how it was economical than others. Lalitaji was shown as a smart and prudent homemaker who is conscious of her budget but will not compromise on quality.

• 1990s : Daag hoonde reh jaoge

Surf Excel led the way by introducing Surf Ultra and and the ad showed the confidence of the homemaker who were ready to challenge anyone to find a fault with their choices or laundry.

• 1999 : Surf Excel hai na

The superiority was established with an image of Surf Excel stain remover.

• 2002 : Save 2 buckets of water

As water shortage was the problem in many geographies, their new campaign was that Surf Excel has low foam formula and can remove stains using 2 buckets less water. Revathi and Shabana Azmi were roped in to promote this campaign.

• 2005 : Daag Ache hai

This was the most risky campaign till date as it is supposed to be a stain remover and it promoted that stains are good. It immediately made a strong impact on people as it was high on the emotional side. It showed that mothers let their kids free and were not worried about dirt as the child experiences life and does good deeds.

Though Surf Excel has hardly had any big celebrity promoting it as against Wheel which is promoted by Salman Khan, it still manages to be on top.


COMPANIES ARE REDEFINING THEMSELVES AS COMMUNICATIONS COMPANIES THAT ASSIST CLIENTS TO IMPROVE THEIR OVERALL COMMUNICATIONS EFFECTIVENESS BY OFFERING STRATEGIC AND PRACTICAL ADVICE ON MANY FORMS OF COMMUNICATION.

DISTRIBUTION

DISTRIBUTION

The path a product takes from the producer to the end consumer.

Unilever has a strong distribution channel through which it reaches all their target consumers, rural or urban.

 DISTRIBUTION CHANNEL OF SURF EXCEL

Consumers have easy access as it is widely available in

• Grocery shops: Every round-the-corner shops keep mostly all sizes of Surf Excel.
• Hypermarkets: Hypercity, BigBazaar, StarBazaar, Best Price etc
• Online: indiamart.com , aaramshop.com , bigbasket.com etc.

PRICING

PRICING

Price is not just a number on a tag.

Finding the right pricing strategy is an important element in running a successful business. It generates revenues and profits.

PRICING STRATEGY OF SURF EXCEL

Since Surf Excel was the first detergent and had monopoly it used "Maximum Market Skimming" as its first strategy. HUL first kept the price of Surf Excel high and communicated to the consumers that it is worth paying a little extra for the benefits that it provides.

As the Detergent market evolved and competitors entered the market it had to reduce its prices and it has now adopted "Maximum Market Share" strategy. Though it targets middle to upper segment only but because of the high reach and aggressive promotion it is the top seller in the category.

PRODUCT

PRODUCT

PRODUCT LEVELS: THE CUSTOMER-VALUE HIERARCHY

There are certain needs that arise from the customer's end that includes:

CORE BENEFIT:

It is the basic need to buy the product. Surf Excel removes dirt and provides cleanliness.

BASIC PRODUCT

Basic value that Surf Excel gives to its user is clean and fragrant clothes.

EXPECTED PRODUCT

It is the product a consumer expects when he picks it up from the shelf. Surf Excel provides quick wash, fragrance and hygiene.

AUGMENTED PRODUCT

An augmented product is a product that gives more benefit than the consumer expected. Consumers buy Surf Excel for their basic need but exceeds their expectation when they realise that only 1 spoon powder is required for a bucketful of clothes and it minimises wastage of water and keeps their hands soft unlike a soap cake.

POTENTIAL PRODUCT

Augmentation and transformations the product or offering might undergo in the future. Here is when companies search new ways to satisfy customers and distinguish their offering.

PRODUCT HIERARCHY

The product hierarchy stretches from basic needs to particular items that satisfy those needs.

• NEED FAMILY : The core need : Home Care

• PRODUCT FAMILY: Product classes that satisfy core need: Fabric Care

• PRODUCT CLASS: A group of products within the Product Family: Surf Excel liquid, soap cakes and detergents.

• PRODUCT LINE: Group of products which performs similar functions: Surf Excel and other brands from same company or other.

• PRODUCT TYPE: Range of products: Surf Excel Quick Wash, Surf Excel Matic etc

• ITEM: Stock Keeping Unit: Surf Excel is available in 50 grams sachet, 100 grams, 250 grams, 500 grams, 1 kg, 5 kg

PRODUCT MIX

A product mix is the set of all products and items a particular seller offers for sale. HUL's product mix has certain width, length, depth and consistency.

Width: It is the different product line the company carries. HUL has three categories.

1. Personal Care
2. Home Care
3. Food

Length: Total number of items in the mix. HUL ha about 42 products.

Depth: Variants that are offered of each product in the line. Surf Excel's variants are:

Consistency: It describes how closely related the various product lines are in end use, production requirements, distribution channels or some other way. Surf Excel has consistently satisfied a washing need.  

PRODUCT LIFE CYCLE

PRODUCT LIFE CYCLE

Every product that is introduced in the market comes with a shelf life. It typically undergoes four stages. FMCG products usually have longer life cycle as people once buy a product, continue to buy it for a longer period of time till its inventory lasts.

The four stages of a Product Life Cycle are:

    1.  Introduction Stage:

Surf Excel was introduced in 1959 as "Surf" in India under HUL. As it was a new to the world category it had the first movers advantage.

2. Growth Stage:

As the detergent market started growing in India many of the competitors came into picture with better prices. Surf Excel introduced variety of products and changed its campaign from " Lalitaji - Surf ki kharidaari mien hi samajhdaari hai" to " Daag ache hai". 

 3.  Maturity Stage:

Sales peak during this stage. Since a long time Surf Excel has stayed in the maturity stage as it has the highest market share. Many competitors introduce their products. The company should modify and upgrade their products to stay at the peak.

4. Decline Stage:

Sales drop down at this stage. Profit is the lowest in this period. The company changes its focus and concentrates on loyal customers or changes the target group to comparatively lower income groups so as to maintain sales.

CONCLUSION:

According to the Financial Report of HUL (2012-2013) Surf Excel Detergent and Soap markets have grown from 46% to 49%.

Surf Excel is in its maturity phase as it has the highest market share.
The biggest challenge the company is facing is:

• To maintain its market share with so many competitors with lower prices.
• Therefore it is introducing more range of products and technologically upgrading. 
• They are widening their scope to rural markets. All this has lead to sustainable growth.

MARKETING MIX

Marketing Mix is crucial when deciding a product offering.

It consists of 4 Ps:

1. Product
2. Price
3. Place
4. Promotion

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