Apr 14, 2009 08:00 PM
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Being a ex-pgdm this review of mine z my memoir n I can say a tribute to this unique legend. Surf by thinking following figure strikes our mind
-Bluish powder
-Gr8 smell
-Gr8 foam
-Gr8 cleansing power. etc....
Now cuming 2 some facts about this legend
- Launched in 60s by then hindustan lever limited to cater the washing powder unavailability in those days
-Was uncompetitive legend for upto 25 years wen in 80s a chemist karsan bhai patel had launched a cheap version called nirma(named on his own daughter) which over night gained popularity
-Rin soap was its other offering in washing soap which too became symbolic for washing soap even today.
-For the first time in 80s this gr8 detergent found stiff competition from a local manufacturer, so to combat that competition of low cost detergent it HUL had launched wheel to combat nirma competition
-Again gained momentum in 90s as then P&G had launched its premiumly priced ariel into india..n then again continues the continuous upgradation n serious efforts which again had added an edge to this favorite detergent alas ariel was a failed tale in india. My god ...sorry for boring history :)
Surf is among few brands that had gained such a public attention that even in rural india people commonly add surf suffix to other brand of washing powder e.g-wheel surf etc. Some other such example is dalda vanaspati or amul butter :)
like every product surf to had its own down days...as was in 80s or ariel days.
when competitors highlighted its extra premiumly price...which led them to a sharp decline in its sales or other innovative marketing efforts of its competitors
but, widout competition none legend shines naa...same was wid surf too...
this walmart had started a seriies of efforts to combat competition like
-rural penteration through project shakti(wheell 2 was promoted wid other hul products)
-consumer response cell ...probably HUL was 1st 2 introduce in india
-association with fabric manufacturers or washing machine producers ie bombay dyeing or videocon in 1998
-continuous upgradation...like surf was changed into surf excel in 1998-99 wid added n changed properties
...
alll such marketting efforts saw the re emmergence of surf as favourate of alll masses.
P&G had realized how difficult it z 2 sustain in india :)
kudos 2 brand connection of HUL wid indian needs...
in last one such post is not enough 2 share all xperiance...but I had 2 end it as its already so long..soon I ll came wid more continuation
bbye....feel free 2 comment n increase my knowledge horizons..
