Consumer Behavior Towards Ariel and Surf Excel
Introduction of FMCG Industry
The FMCG sector which has been the foundation of the Indian Economy, started to take its shape only during the last fifty odd years. The sector touches each facet of human life providing consumers non-durable goods required for daily or regular use. So, it easier said than done to describe an industry whose range is so huge. The FMCG sector consists mainly of sub segments like personal care, oral care and household products. HUL, P&G, Britannia are the major Indian consumer product companies which have very strong presence through their strong brands. The wide distribution network, diversified portfolios and scale economies of these companies deter new players from entering into the market. Therefore, Brand Equity is an extremely important factor in FMCG Industry where as ability to build, develop, and maintain a wide distribution network is one of the critical factors.
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History of Fabric Wash Market In India
The size of fabric wash market in India is around Rs. 8800 crores whereas the total volume is about 2.3 millions. Hindustan Lever Limited (HUL), Procter and Gamble (P&G) key players in fabric market of India. Surf Excel enjoys 37.8% market share compared to 7.7% of Ariel.
The per capita consumption of detergents in India is 2.7 kg per annum. The synthetic detergent market can be classified into three main categories: * Premium (Surf Excel and Ariel) – 15% of total market * Mid Price (Rin and Wheel) – 40% of total market * Popular (Nirma) – 45% of total market
Surf Excel
Surf Excel is product of Hindustan Lever Limited (HUL), which was formed in the year 1933 as Lever Brothers India Limited and came into being in 1956 as Hindustan Lever Limited through the merger of Lever Brothers, Hindustan Vanaspathi Manufacturing Company Limited and United Traders Limited.
The company believes that dirt is a valuable way to enhance lives, both young and old. To make certain everyone, anywhere in the
The FMCG sector which has been the foundation of the Indian Economy, started to take its shape only during the last fifty odd years. The sector touches each facet of human life providing consumers non-durable goods required for daily or regular use. So, it easier said than done to describe an industry whose range is so huge. The FMCG sector consists mainly of sub segments like personal care, oral care and household products. HUL, P&G, Britannia are the major Indian consumer product companies which have very strong presence through their strong brands. The wide distribution network, diversified portfolios and scale economies of these companies deter new players from entering into the market. Therefore, Brand Equity is an extremely important factor in FMCG Industry where as ability to build, develop, and maintain a wide distribution network is one of the critical factors.
.
History of Fabric Wash Market In India
The size of fabric wash market in India is around Rs. 8800 crores whereas the total volume is about 2.3 millions. Hindustan Lever Limited (HUL), Procter and Gamble (P&G) key players in fabric market of India. Surf Excel enjoys 37.8% market share compared to 7.7% of Ariel.
The per capita consumption of detergents in India is 2.7 kg per annum. The synthetic detergent market can be classified into three main categories: * Premium (Surf Excel and Ariel) – 15% of total market * Mid Price (Rin and Wheel) – 40% of total market * Popular (Nirma) – 45% of total market
Surf Excel
Surf Excel is product of Hindustan Lever Limited (HUL), which was formed in the year 1933 as Lever Brothers India Limited and came into being in 1956 as Hindustan Lever Limited through the merger of Lever Brothers, Hindustan Vanaspathi Manufacturing Company Limited and United Traders Limited.
The company believes that dirt is a valuable way to enhance lives, both young and old. To make certain everyone, anywhere in the
Bibliography: http://www.surfexcel.in/ (April 08, 2011) http://www.pg-india.com/hp/ariel2.htm (April 11, 2011) http://www.icmrindia.org/casestudies/catalogue/Marketing/MKTG246.htm (April 12, 2011) http://ebookee.org/Value-Based-Marketing-for-Bottom-Line-success-5-Steps-to-Creating-Customer-Value_945828.html (April 09, 2011) http://scribd.com/doc/ (April 04, 2011)