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Prepared by:

Ekta
Jaykishan

SUCCESS STORY
Karsanbhai Khodidas Patel,

the founder of Rs. 2500 crore (US$ 500 million) NIRMA group. Sells 8,00,000 tonnes of detergent powder every year

Market share of 38%

Achievements
First brand to recognize and harness the power of the Indian rural market. First Indian brands to merit a Harvard Business Review case study

Products
Consumer Soaps Detergents Edible salt Scouring product Nirma shikakai Nirma shampoo Nirma toothpaste Industrial LAB ( Linear Alkyl Benzene ) AOS ( Alfa Olefin Sulfonate ) Sulfuric Acid Glycerin Soda Ash Pure salt Vacuum Evaporated Iodized Salt SSP- Single Super Phosphate Sodium silicate

INTRODUCTION STAGE

ADVT.
Radio Wall painting Vans/Trains

Direct & Interactive Mktg.


Personal selling Expert channel changing washing habits Product Demonstration

Sales Promotion
Price Draw Introduce scheme to promote product hamper Money back guarantee promotion scheme

ADVERTISNG
Radio Advertisement

GROWTH STAGE

ADVERTISEMENT

Radio & TV advt. Bill Board

WORD OF MOUTH

Personal Distributor Influencer

TELEVISION ADVERTISEMENT
YouTube - Nirma Beauty (Sonali).flv

MATURITY STAGE

ADVERTISE MENT

PACKAGING

Advt utilizing popularity of TV soaps Advt emphasizing experience of using NIRMA

New & improve look Logo & new seal package

New product Super NIRMA

ADVERTISEMENT
Super Nirma.mp4

NIRMAS AD CAMPAIGN ANALYSIS


ANALYSIS PARAMETRES COMMUNICATION OBJECTIVE 1970 80S CATEGORY NEED 1990S BRAND AWARENESS LATEST MARKET THE BRAND

TARGET SEGMENT RURAL SEGMENT (HOUSEWIVES)

RURAL + URBAN YOUNG GIRLS & HOUSEWIVES (18-40) MODERN GIRL, MODERN BUILDING
TRANSFORMAT IONAL APPEAL MARKET PENETRATION KNOWLEDGE, LIKING, PREFRENCE

URBAN + HOUSEWIVES+ WORKING WOMEN(18 -50) UNDERWATERS SWIMMERS, OPERA MUSIC


TRANSFORMATI ONAL APPEAL REPOSITIONING LIKING, CONVICTION

SYMBOLISM USED

LITTLE GIRL, HOUSEWIFE


KEEP IT SIMPLE, PRODUCT IN USE EXPERIENCE CREATE NEED, VALUE FOR MONEY AWARENESS, KNOWLEDGE

CREATIVE STRATEGY CORE BENEFIT CONSUMERS RESPONSE

NIRMA ADVERTISING THROUGH ERAS The 1970 80s Nirma didnt have a cost in its initial budget for advertising Initial advertising was word of mouth marketing & educating rural people about the use of detergents. By the late 1970s as televisions slowly started to spread into rural India campaign with its simple.

SOME FACTS ABOUT NIRMAS AD CAMPAIGN


Dudh si safedi nirma se aaye, Rangin kapda bhi khil khil jaye, Sabki Pasand NIRMA. The same jingle has been used since the last 35 years. Same Radio spot has been used consistently since the last 28 years. Strategy used to create an emotional attachment with the consumers.

PUBLIC RELATION
Annual Report ar_09_10.pdf

Social Responsibility

DIRECT MARKETING
Nirma Ltd. has its website and through its website they are doing direct marketing.
www.nirma.co.in

Promotion
Featured a lady washing a garment
Daughter was featured on the pack

Focuses on value-for-money
One of the oldest and catchy jingle first aired on radio

in 1975, was broadcast on television in 1982


Nirma Consumer Care Limited

TODAY NIRMA AS A BRAND


One of the worlds largest & most integrated manufacturer of detergent & toilets. One of the largest player of Indian detergent market with a share of 38%. 2nd largest toilet soap marketer of the country with a share of 20%.