If we talk about Indian detergent powder market, two giant
FMCG company’s brands are dominating in India in detergent powder market. As
well, both company’s brands are competing very strongly.
The brands are: -
RIN detergent powder (Hindustan Unilever
Ltd.) V/s Tide (P & G). Both are targeting middle class or lower middle
class consumers, as well as for family. Other competitors are Ghari detergent,
Nirma, Hipolin, Henko, Ujjala & many more local brands. However, major
market has been dominated by RIN & Tide whereas Ghari detergent is followed
by RIN & Tide.
Surf Excel (Hindustan Unilever Ltd.) V/s Ariel (P & G).
Both are targeting especially children, as well as these are premium brands.
Especially, RIN & Tide are fighting very aggressively by
offering competitive price & pack size, innovative campaign , consumers
offer etc. Whereas Surf Excel & Ariel are more focus on product uniqueness
or it can say that core competency of product along with its punch line.
Every detergent
brands having single goal i.e. “overcome stain from cloths”. It is most
important that how brands are conveying message to consumers? How brands are
showing its unique features, quality & result orientation?
Recently 2 weeks ago, Surf Excel & Ariel both brands are
roped out with new television commercial campaign. On one side Surf Excel is
being taking reposition for its brand “Surf Excel blue” whereas other side
Ariel is being taking reposition by showing unique features in Ariel Family
Tree.
Brand Analysis:-
(A) Surf Excel Family
Tree: Sur excel Matic – for washing machine, Surf excel bar, Surf excel
quick wash and Surf excel Easy wash (Surf Excel Blue is now Surf Excel Easy
Wash).
 |
| Surf Excel Blue |
 |
| Surf Excel Easy Wash |
Website Link: - http://www.surfexcel.in/category/products/
Advertisement Link: -
http://www.youtube.com/watch?v=G_p2yx_Uv9k
Surf Excel has been released campaign in order to generate awareness
about new packaging & change the brand name i.e. Surf Excel Blue is not
Surf Excel Easy wash. The ad film is
shown that mother is saying to her son to bring “Same to Same pack” i.e. mother
is showing Surf Excel Blue pack to son. And, son is reaching to shop, he is
showing Surf Excel Blue pack & saying to lady that he wants “Same to Same
pack. While lady is giving Surf Excel pack, suddenly boy is being refusing
& again demand for “Same to same pack” which has been shown.
Lady is replying to boy that “Same to same pack but better”. At the end of campaign, boy is also
conveying same message to his mother that Same to same but better. And, Voiceover is telling Surf Excel blue
is now Surf Excel Easy wash which is overcoming toughest stain from cloths within
few seconds.
Surf Excel Easy wash
is showing feature: overcome toughest stain from cloths within few seconds.
Conclusion: -
Overall campaign is good. But, we can
easily identify one small weakness i.e. the word “Par better (But better)”
which has been used in TVC campaign. It
may give little negative impact in the mind of consumers that Surf Excel Blue
was not better if Surf Excel Easy wash is claiming that about “but better’. It can be show as simply way Surf Excel Blue
is now Surf Excel Easy wash. Competitor brand i.e. Ariel has been taken a right
time opportunity and it has also been released new television commercial.
(B) Ariel Family
Tree: Ariel complete - shine like new, Ariel anti bac, Ariel 24 hour fresh,
Ariel matic - for washing machine.
Tagline: - Chamak
Rakhein Naye Jaisi (Keep Shining like new). Punch line is effective but
consumers having know-how about Ariel brand & when they are going to buy
Ariel detergent powder, they are clearly demand by using brand name “Ariel”.
U.S.P.:- Now, new
Ariel brands range is covered up “Bar +
Blue + Brush” that removes toughest stain from cloths and keep shining like
new.
Website Link: - http://www.ariel.in/en-IN/Products/variant.aspx?product=Ariel
Advertisement Link:-
http://www.youtube.com/watch?v=ZUyJR29YN7c
(Ariel Matic detergent for washing machine)
http://www.youtube.com/watch?v=TpYMg2HVyKo&feature=relmfu (Ariel Complete)
Ariel has been released two campaigns Ariel Complete &
Ariel Matic from its brands range. The Ariel Complete TVC has shown where brand
is conveying message that now Ariel having energy of “Bar + Blue + Brush” that removes toughest stain like of mud, ice cream,
tea etc.
Whereas Aril Matic has been tied up with LG washing machine
as an expert & Ariel Matic is being using & established as washing
machine detergent brand & performing well to remove stain. The TVC has
shown that one ball has been made of fabric cotton cloth which is being passed
through mass people. They are giving challenge to consumers that you can pass ball
through the spot of ice cream, tea, mud & chocolates. Then after, they are
being showing live demonstration of Ariel Matic & Normal / local brand.
During the demo, Ariel Matic has been shown directly competitors’
products whereas Sur Excel also having Surf Excel Matic brand as washing
machine detergent powder. At the end of TVC, brand has been shown whole brands range
which has been covered up by “Bar + Blue
+ Brush”.
Here, it can also say
a small weakness is that TVC campaign shown LG as an expert for washing machine
detergent category. Consumers may be understanding differently like Ariel Matic
will be working well only whose having LG washing machine. Henceforth, it should
be require changing as strategically point of view.
Now Ariel became “All
in One” brand for detergent powder segment.
Let’s see which brand
will remove toughest stain in Indian market.
Share your views…
