Market Structure:
The Fabric wash market in India consists of synthetic detergents (Bars, powders, liquids) and oil based laundry soaps.
The synthetic detergent market is classified into the following:
1. Premium: (Surf, Ariel) : 15% Market Share
2. Mid price (Rin, Wheel) : 40% Market Share
3. Popular Segments (Nirma, Ghari Detergent, Tide) : 45% Market Share
Expanding Total Market demand:
Surf was the first detergent powder to be launched in the country. It introduced the concept of a bucket wash to the housewives who were used to washing clothes with soap.
Selling over 60,000 tonnes per year, Surf Excel has been the Market leader for the premium segment of synthetic detergents over the years. It has introduced a wide variety of products in its line which cater to specific needs of the consumers. Thus, Surf has extended its products by providing variants like Surf Excel Quick wash, Surf Excel Blue, Surf Excel Automatic and Surf Excel Easy wash
as per the changing needs of consumers.
Protecting Market Share:
Every leader has to maintain it's position in the market by constantly developing strategies to take the business at a higher level and sustain it. It implements various techniques to keep itself dominant in the market.
Proactive Marketing:
To satisfy customer needs, marketing is done in the following 3 ways:
1. Ancipative marketing
2. Responsive marketing
3. Creative marketing
Surf Excel falls in the Creative Marketing category. It developed powdered detergent when customers didn't even state the need for having such a product.
Defensive Marketing:
Position Defence: Surf Excel Easy wash has occupied a desirable space in the mind of the consumer by providing the power of 10 hands wash in one go.
Flank Defence: When Nirma tried to attack Surf excel, it came out with a pouch to protect its main brand.
Preemptive Defence: Here, the brand tries to hit all the competitors and announces a stream of new products like in the case of surf excel liquid detergent. They constantly develop their range so as to serve the varied consumer line.
The Fabric wash market in India consists of synthetic detergents (Bars, powders, liquids) and oil based laundry soaps.
The synthetic detergent market is classified into the following:
1. Premium: (Surf, Ariel) : 15% Market Share
2. Mid price (Rin, Wheel) : 40% Market Share
3. Popular Segments (Nirma, Ghari Detergent, Tide) : 45% Market Share
Expanding Total Market demand:
Surf was the first detergent powder to be launched in the country. It introduced the concept of a bucket wash to the housewives who were used to washing clothes with soap.
Selling over 60,000 tonnes per year, Surf Excel has been the Market leader for the premium segment of synthetic detergents over the years. It has introduced a wide variety of products in its line which cater to specific needs of the consumers. Thus, Surf has extended its products by providing variants like Surf Excel Quick wash, Surf Excel Blue, Surf Excel Automatic and Surf Excel Easy wash
as per the changing needs of consumers.
Protecting Market Share:
Every leader has to maintain it's position in the market by constantly developing strategies to take the business at a higher level and sustain it. It implements various techniques to keep itself dominant in the market.
Proactive Marketing:
To satisfy customer needs, marketing is done in the following 3 ways:
1. Ancipative marketing
2. Responsive marketing
3. Creative marketing
Surf Excel falls in the Creative Marketing category. It developed powdered detergent when customers didn't even state the need for having such a product.
Defensive Marketing:
Position Defence: Surf Excel Easy wash has occupied a desirable space in the mind of the consumer by providing the power of 10 hands wash in one go.
Flank Defence: When Nirma tried to attack Surf excel, it came out with a pouch to protect its main brand.
Preemptive Defence: Here, the brand tries to hit all the competitors and announces a stream of new products like in the case of surf excel liquid detergent. They constantly develop their range so as to serve the varied consumer line.
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