Case Analysis on Nirma

SUBMITTED BY:
Aditya Kashyap
Mohit Sharma
Amit Kumar
Abhay Chauhan
Harkesh Singh
 MAIN POINTS TO FOCUS
• INTRODUCTION
• NIRMA IN
 INTRODUCTION STAGE
 GROWTH STAGE
 MATURITY STAGE
• 4 A’s IN NIRMA STRATGEY
 INTRODUCTION

NIRMA is a perfect example of :-

SMEs vs. MNCs

NIRMA vs. HUL, P & G

Low priced vs. Premium ranged

 Nirma : A Journey
From To
Becoming One of World’s
Backyard of a Small Largest and Most
House Integrated Detergent
Comp.

Over 80000 Tons Annually

15-20 Packets – A day with 38% Market Share

A DREAM A REALITY
CLOSER LOOK
 The detergent market can be classified into premium
(Surf, Ariel), mid-price (Rin, Henko, Tide) and popular
segments (Nirma, Wheel, Mr. White)

a) They account for 15%, 40% and 45% of the market

respectively, which is only 60 per cent of the total
market.
b) Regional and small unorganized players still account
for a significant 40% of the total detergent market.
c) Per capita consumption of detergent in India (2.7 kg) is
lower than any other country
 Introduction
Introduction Stage
Stage
•OBJECTIVE Nirma Media Mix
• Reach Geographical dispersed buyers

•METHOD USED
• Advertisement
• Radio
• Wall painting
• Vans/Trains
• Direct and Interactive marketing
• Personal Selling
• Expert Channel –Changing Washing Habits.
• Product Demonstration
• Sales promotion
• Prize Draw
• Introduce bucket scheme to promote product hamper
• Money back guarantee promotion scheme
 Growth
Growth Stage
Stage

• OBJECTIVE
Nirma Media Mix
• Increase penetration

• METHOD USED
• Advertisement
• Radio and TV advertisement
• Bill boards

• Word Of Mouth
• Personal
• Distributor Influence
 Maturity
Maturity Stage
Stage

• OBJECTIVE
Nirma Media Mix
• Maintain Market Share

• METHOD USED
• Advertisement
• Advertisement utilizing popularity of the T.V. Soaps
• Advertisement emphasizing experience of using Nirma.

• Packaging- New and Improve look

• Logo, New Seal package

• Enhance Distribution network to increase influence.

• New Product- Super Nirma
 4 A’s OF NIRMA STRATGEY
• AWARENESS
 NIRMA’s Ad Campaign Analysis
Analysis 1970-80’s 1990’s Latest
Parameters
Communication Category Need Brand Awareness Consolidate Market
Objectives Milk the Brand

Target Segment Rural Segment Rural + Urban Urban Housewives +

Housewives (25– 40 y) Young Girls Working Women (18
Housewives (18 – 40 y) – 50 y)
Symbolism Used Little Girl, Modern Girls Underwater
Housewife , Whiteness Modern Buildings Swimmers, Opera
Music
Creative Keep It Simple Transformational Transformational
Strategy Product-in-use Exp. Appeal Appeal

Core Benefits Create Need, Market Penetration Repositioning

Value for Money

Consumer Awareness, Knowledge, Liking, Liking, Conviction,

Response Knowledge, Purchase Preference, Purchase Purchase
• AFFORDABILITY
• Offered good quality product at unbeatable
low prices
• Cleansing power far superior to that of slabs
of cheap cleaning soaps
• Followed backward integration programme
• ACCESSIBILITY
• 350 strong sales force, a distributor strength
of 400 and a retail reach of over 1 million
outlets
• AVAILABILITY