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detergent powder in India was DET. Then SURF came with its strong sales promotion, advertisement and distribution width. Followed by TOMCOS MAGIC and then NIRMA.
To
Approx 4000 crore detergent market is amongst the largest FMCG categories in India, next only to edible oils and biscuits. The Indian market for detergent is amongst the largest in the world.
HLL have three brands in laundry category.. 1. Surf excel 2. Rin 3. Wheel
Mainly targeting mothers and children Positioning as every type of stain removal.
To continue market leadership 37.8% in Indian market. Approaching new markets. Launching product extensions. Maintain brand loyality. Increase frequency of
Size
Sachet
200 gm
500 gm
Rs. 80/-
1 kg
Rs. 109/-
Rs. 155/-
Strength
Strong R&D. Offers & Schemes. Strong distribution channel. Expenses on advertising. Penetration in rural areas. Increase their frequency of usage. New consumer market. Competition from organized and unorganized players.
Weakness
Opportunities
Threats
Experienced players. Competitive advantage with well laid distribution and retail network. Innovative advertising approaches. Willingness to venture out with new variants.