Product management
Product Management Report on Surf Excel – Group 2
Group Members:
Mustafa Ilyas Bhotwawala
Anmol Patel
Kunal Besra
Dhaval Nimkar
Kritagya Seth
Simrat Pal Singh
Product Strategy:
Hindustan Unilever has always had a big share in Indian market was washing detergents with other products like RIN, and Wheel. Surf excel detergent has always been innovative with always being the first ones to introduce new products to satisfy different customers. Example: Surf excel Matic, Surf excel Quick wash, Surf excel Wash. Whereas other products by Unilever have had the same product. Surf Excel Matic was introduced to satisfy the growing needs of washing machine users in the Indian market. Contains X-tra clean particles. Surf excel Quick wash was launched in 2013 as an eco-friendly product keeping in mind the understandable choices of the customers. Surf Excel quick wash was the first product to emphasize on the idea of quick and easy wash. As this product was introduced with the base line- ‘Dus Haath Wala Washing Powder’. Surf Excel knew that more of the Indian population could not afford washing machines, and used there hands to wash there clothes themselves to provide ease of wash Surf Excel launched easy wash.
Pricing Strategy:
Segmentation of Surf Excel:
Surf Excel Blue (lower segments) is a detergent product which is less priced than other Surf excel detergents and so was for the lower class customers. Surf excel Easy Wash (Medium Class segment) This detergent is for the customers who can afford a little higher priced and better quality Surf detergent. Surf excel Matic (Higher classed customers) Surf Matic is a premium detergent and is to be used in washing clothes in a machine. This detergent produces less foam and removes stains faster and easily, is for the customers who are not shy to spend. The price is high because the product believes in zero- defect.
Marketing Proposition:
Though Surf Excel is priced higher customers value
Group Members:
Mustafa Ilyas Bhotwawala
Anmol Patel
Kunal Besra
Dhaval Nimkar
Kritagya Seth
Simrat Pal Singh
Product Strategy:
Hindustan Unilever has always had a big share in Indian market was washing detergents with other products like RIN, and Wheel. Surf excel detergent has always been innovative with always being the first ones to introduce new products to satisfy different customers. Example: Surf excel Matic, Surf excel Quick wash, Surf excel Wash. Whereas other products by Unilever have had the same product. Surf Excel Matic was introduced to satisfy the growing needs of washing machine users in the Indian market. Contains X-tra clean particles. Surf excel Quick wash was launched in 2013 as an eco-friendly product keeping in mind the understandable choices of the customers. Surf Excel quick wash was the first product to emphasize on the idea of quick and easy wash. As this product was introduced with the base line- ‘Dus Haath Wala Washing Powder’. Surf Excel knew that more of the Indian population could not afford washing machines, and used there hands to wash there clothes themselves to provide ease of wash Surf Excel launched easy wash.
Pricing Strategy:
Segmentation of Surf Excel:
Surf Excel Blue (lower segments) is a detergent product which is less priced than other Surf excel detergents and so was for the lower class customers. Surf excel Easy Wash (Medium Class segment) This detergent is for the customers who can afford a little higher priced and better quality Surf detergent. Surf excel Matic (Higher classed customers) Surf Matic is a premium detergent and is to be used in washing clothes in a machine. This detergent produces less foam and removes stains faster and easily, is for the customers who are not shy to spend. The price is high because the product believes in zero- defect.
Marketing Proposition:
Though Surf Excel is priced higher customers value