The decade of 1980s was a significant one for hindustan lever ltd (now hul), when the giant and undisputed market leader in detergents (surf) in india in order to counter attack nirma, hll launched sunlight (yellow), wheel (green) and rin (blue) detergent powders for different market segments. Are not limited to, risk and uncertainties regarding fluctuations in earnings, market growth, intense competition and the surf excel matic liquid: indias first liquid matic detergent delivering formats of the headroom for growth across categories & segments indonesia. Imcd's detergents/cleaning business unit includes the home care segment customers who manufacture and market consumer products for cleaning consumer products for fabric machine/handwash, pre – and post – treatment including liquids, powders, tablets, gel detergents, laundry aids and fabric conditioners. Price of a 500gm pack of surf excel is tk 99 in bangladesh which is a whole month of detergent supply for an idol family but there are lot of other brands in the market with different price tags in the market for an instance, one can purchase 500gm pack of wheel or chaka washing powder at tk 37 or 900gm pack of rin. Out of this, the machine wash or automatic sales has been dominated by powder detergents, with a 98% share in the market, which has a size of rs 18700 million however, a much bigger brands such as p&g's ariel and hul's surf, are priced high and are not able to tap this segment of the consumers. Mintel estimates that in 2004 the clothes-washing detergent segment of the market was worth £819m, 3% down on 2002, while sales of fabric conditioners grew 12% to £275m over the same two during the past couple of years surf has been the uk's fastest growing detergent brand, according to mintel. Indian fabric wash industry is worth rs 5100 crore and rin is one of the super brands in the detergent bar segment rin was launched in 1969 the brand came into existence when there was severe quota restrictions from the government in the laundry bar segment rin was launched as a detergent bar. Targeting on the price factor, p&g introduced tide naturals at a lower price unit which further helped the company to gain a bigger share of the detergent pie in the year 2010 another strong rural india is rapidly becoming target market for most of the brands in the country the contribution of rural markets.
P&g's tide brand lost around 15% in market share in the 18 months till december 2009 rival hul's rin brand ( catalyst/2010/03/11/stories/ 2010031150040100htm), lost 06% during the same period hul is also facing a slower growth rate in the laundry segment (washing powder. In 1968, tomco launched a detergent cake 'bonus' hll competed with its rin bar in 1969 in 1971 swastik converted its det powder into a detergent cake detergents india ltd, also entered the segment in 1977 by launching regal bar soap it introduced in 1980 another brand called chek, in both powder and cake form. Here is the swot analysis of rin bar which has always been synonymous with whitened and shining clothes in the mind of the average indian though it has faced stiff competition from surf, tide, aerial, and nirma,, rin still continues to be a popular brand in the detergent segment. White giant was re-launched in southern parts of india during july as white giant heavy duty with the intention of catering to the growing mid range segment of the detergent powder market hence the communication strategy of persuasion adopted to differentiate the positioning of surf excel vis a vis its competitors inorder.
Lean phase: the detergents segment saw no volume growth last year compared with more than 7% across urban and rural india in 2010 photo: pradeep gaur/ mint updated: thu, mar 01 2012 10 46 pm ist mumbai: big may be better in the soaps and detergent market in times of high inflation. Powder segment in the industry is expected to dominate the market over the forecast period the product is expected to witness strong growth in developing economies such as china, india, brazil, and others powder detergent is witnessing steady penetration in developing economies as consumers in the region prefer. Tide, the category's top brand for years, topped the liquid segment with $1 billion in sales for the year ended oct 7 the brand was also the top seller in powders, at $806 million, according to iri other leading brands were all, purex, wisk, xtra and cheer for liquids and gain, cheer, surf and arm & hammer fabricare for. The detergent market in india consists of two major categories: hand-wash and the machine-wash categories powder detergents and bar detergents form a major portion of the hand-wash segment in the machine-wash segment, powder detergents and liquid detergents are the main types the laundry soap that had been.
Source:euromonitor 2009 table 31 segmentation of detergent powder market premium surf automatic-front load surf automatic- top load ariel amway mid- priced surf excel blue surf excel quick wash tide henko mass market wheel regular rin advance nirma ghari source: created by sharath shyamasunder. Example :nirma washing powder was launched as the lowest price detergent in india primarily targeted at the middle income segment of the market 8 demographic segmentationaims at understanding the prospective market, and taking necessary steps to ensure that the consumer needs. Surf excel in hul is laundry brand for premium-class power aur o ke mukable dugni‟ targeting surf excel is targeted at the upwardly mobile housewives who prefer to have cleaner clothes without damage and also those households that have washing machines this strategy of segmenting the markets understanding.
The detergent powders market can be segmented based on price & categorized as premium, mass premium and vfm (value for money) in recent years, the detergent market in sri lanka has become competitive where it has over 100 branded players the key players in the market are sunlight, surf excel, diva, rin , star. Hul, p&g, nirma lose market share to small local brands hindustan unilever, which sells the surf excel, rin, and wheel brands, is by far the market leader, with nearly 396% in the laundry detergent segment, and the mumbai-based giant has retained its share rspl, which owns the ghari brand, has. Today the company wants to convince consumers in every possible way to upgrade their brands of washing powders and bars even at the cost of cannibalising its own however, in the process of upgrading, is hll likely to let go of the cheaper segment brand, like in the case of surf and surf excel it is a.
Presently, the indian fabric wash market consists of synthetic detergents ( comprising bars, powders and liquids) and oil based laundry soaps the synthetic detergent market can be classified into premium (surf, ariel), mid-price ( rin wheel) and popular segments (nirma), which account for 15%, 40% and. The premium segment comprises ariel and surf the mid-range segment comprises tide, henko, and rin and the popular segment comprises mr white, wheel however, when nirma chemicals launched a detergent brand called nirma, catering to the middle and lower middle class customers, surf was evicted from its. Market analysis on tide detergent powder segmentation people who have fixed budget for household things like detergents and look for economical options tide serves as a better option and helps the consumers , one of the finest the products in convenient rates target group women age group.
Detergent market in india can be further divided into four sub categories concentrates and compact segment for washing machines such as, surf excel, henko, ariel, etc premium segment such as surf excel, henko, ariel, etc mass premium and mid price segment such as rin, mrwhite, tide, and other regional brands. A study of the norwegian laundry detergent market espen bakke-aas steiro master thesis for the degree master of philosophy in economics university of oslo 02 may 2011 interest in the detergent market (their most profitable segment) was noticeable only after the efta agreement removed tariffs on. Surf excel) limited unilever is the is the market leader of detergent powder industries in bangladesh it is found that out of 67 users, 35% respondents choose detergent this new range of products succeeded in seizing considerable share of the upper-segment market, previously filled by the imported items of the kind. Tide had nearly 10% higher price tag compared to rin however, the gap has now increased to about 25% over the past two years as p&g followed a global mandate to focus on profitability and shed lower margins packs and brands the laundry market has three sub-segments — premium that has brands.