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.