Surf Excel – ‘Win With Stains’

            


Details

Case Code : CLMC-020
Publication date : 2005
Subject : Marketing Communications
Industry : -
Length : 04 Pages
Price : Rs. 100

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Key words:

Hindustan Lever Limited, Win with Stains, Washathon, Surf Excel, Ariel, Tide, Procter & Gamble Ltd, Jonty Rhodes and Sania Mirza.

Note

1: This caselet is intended for use only in class discussions.
2: More comprehensive case studies are priced at Rs.200 to Rs.700 (US $5 to US $16) per copy.

 


Abstract: ICMR India ICMR India ICMR India ICMR India RSS Feed

The caselet provides details of Hindustan Lever Limited’s (HLL) promotional campaign for its brand ‘Surf Excel’. It analyzes the reasons that led HLL to opt for prize promotions in its promotional campaign. The caselet also explains the objectives of the promotional campaign. Finally, it throws light on the use of celebrities by HLL to broaden the reach of its campaign and generate higher brand recall for ‘Surf Excel’.

Issues:

  » Celebrities in Promotional Campaigns
  » Educational scholarships as a sales promotional tool

Introduction

In March 2004, Procter & Gamble Ltd., (P&G) suddenly slashed the prices of its brands, Ariel and Tide. As a result, Hindustan Lever Limited (HLL) was forced to bring down the prices of its premium brand, Surf Excel. HLL responded to this situation through a spate of promotional offers with the hope that growth in sales volumes would offset the drop in percentage margin of its brands.


Promotions are tools to attract customers to the stores. They generate great word of mouth publicity for the product. HLL launched a promotional campaign, 'Win with Stains', targeted at women and school-going children. The campaign involved contacting around 1000 schools all across the country to popularize the promotional program among school going children and also get the attention of housewives (mothers).

Questions for Discussion:

1. Briefly describe the promotional method followed by HLL. State the factors that led HLL to choose such a promotional method.

2. What measures did HLL take to ensure that the promotional campaigns did not run into trouble due to the use of cash prizes and other gifts? What are the drawbacks associated with this kind of promotional campaign?

3. What are the objectives of the ‘Win with Stains’ campaign? How far do you think celebrity endorsements will help in fulfilling the objectives of the campaign?