Beruflich Dokumente
Kultur Dokumente
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
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
Sales Promotion
Price Draw Introduce scheme to promote product hamper Money back guarantee promotion scheme
ADVERTISNG
Radio Advertisement
GROWTH STAGE
ADVERTISEMENT
WORD OF MOUTH
TELEVISION ADVERTISEMENT
YouTube - Nirma Beauty (Sonali).flv
MATURITY STAGE
ADVERTISE MENT
PACKAGING
ADVERTISEMENT
Super Nirma.mp4
RURAL + URBAN YOUNG GIRLS & HOUSEWIVES (18-40) MODERN GIRL, MODERN BUILDING
TRANSFORMAT IONAL APPEAL MARKET PENETRATION KNOWLEDGE, LIKING, PREFRENCE
SYMBOLISM USED
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.
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