Pricing
Below is a table that demonstrates the pricing for Surf Excel by HUL in the market.
Brand Variant
|
SKU
|
Price (Rs.)
|
Surf Excel Matic (Top Load)
|
500g
|
100
|
1Kg
|
197
| |
2Kg
|
380
| |
Surf Excel Matic (Front Load)
|
1Kg
|
210
|
2Kg
|
425
| |
Surf EasyWash (previously Surf Blue)
|
700g
|
92
|
1.5Kg
|
193
| |
Surf Blue Bucket Pack
|
3Kg
|
480
|
Surf Excel Quickwash
|
500g
|
85
|
1Kg
|
170
| |
2Kg
|
336
| |
Surf Excel Bar
|
100g
|
10
|
200g
|
25
| |
250g
|
27
| |
400g
|
42
|
When Tide was launched in India, they indulged in aggressive and competitive pricing strategies. They constantly advertised price cuts and extra grammage. Consequently, as part of HUL’s strategy, even Surf Excel prices were slashed to the current prices shown in the table.
With recent price changes, the latest strategy from P&G has been to cater to the mass markets. They have slashed the prices of Ariel and Tide by almost 20-25%. Now, the price of half kg of Tide is Rs. 23 versus their earlier price of Rs. 43. Similarly, earlier the price of half kg pack of Ariel was Rs. 70. It has been brought down to Rs. 70
There is a certain connotation of quality that Surf Excel has always strived to maintain as premium fabric detergents. Their stance on the pricing strategy and their insistence on the price point also helps convey the confidence in their own brand equity.
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