NIRMA Media Marketing Analysis

Group Name: YUDH – The War of Brands XLRI GMP

Yogesh Tamhankar Utpal Bhowmick Dheeraj Bhasin Hemant Kumar

15-20 Packets – A day Over 80000 Tons Annually with 38% Market Share A DREAM A REALITY .Nirma : A Journey From Backyard of a Small House To Becoming One of World’s Largest and Most Integrated Detergent Comp.

The Nirma Family .

Marketing Communications and Brand Equity .

The Communication Channel : A Basic Approach Promote Sender r Encodin Positionin g Promotion Message Decodin Perceptio n g RECEIVE Consumer R Mediums Media Competitio n Noise Feedback Response Buying .

NIRMA Advertising Through the Eras .

NIRMA Advertising Through the Eras The 1970-80’s • NIRMA did not have a cost in its initial budget for advertising. • By the late 70’s as televisions slowly started to spread into rural India. • Initial Advertising was word of mouth marketing and educating rural people about the use of detergents. so did the Nirma ad .

Conviction. Value for Money Awareness. Knowledge. Purchase Rural Segment Housewives (25– 40 y) Rural + Urban Young Girls Housewives (18 – 40 y) Modern Girls Modern Buildings Transformational Appeal Market Penetration Knowledge. Opera Music Transformational Appeal Repositioning Liking. Preference. Create Need. Liking. Purchase . Whiteness Keep It Simple Product-in-use Exp. Purchase Symbolism Used Creative Strategy Core Benefits Consumer Response Little Girl. Housewife .NIRMA’s Ad Campaign Analysis Analysis Parameters Communication Objectives Target Segment 1970-80’s Category Need 1990’s Brand Awareness Latest Consolidate Market Milk the Brand Urban Housewives + Working Women (18 – 50 y) Underwater Swimmers.

Sabki pasand NIRMA”..  Same radio spot has been used consistently since the last 28 years.the same jingle has been used since the last 35 years. Rangin kapda bhi khil khil jaaye.  Strategy used to create an emotional attachment with the consumers.Some facts about NIRMA’s Ad Campaign  “Dudh si safedi NIRMA se aaye. .

The Launch of Super NIRMA .

Boy is building conviction that the clothes can be cleaned. “get clothes cleaner” .Rational results of use experience Communicati a) Message on Design Strategy b) Creative Strategy c) Message Source “Super Mummy” can clean any kind of dirt from clothes. .Super Nirma – Advertisement Analysis Target Audience Consumers shifting towards more sophisticated form of washing. Communication Objective To meet the consumer's growing aspirations and to allow consumers to upgrade to a better quality product.

NIRMA Media Mix .

Nirma Media Mix Introduction Stage •OBJECTIVE •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 .

Nirma Media Mix Growth Stage • OBJECTIVE •Increase penetration • METHOD USED •Advertisement •Radio and TV advertisement •Bill boards • Word Of Mouth •Personal •Distributor Influence .

Soaps • Advertisement emphasizing experience of using Nirma.Super Nirma . New Seal package • Enhance Distribution network to increase influence. • Packaging.V. • New Product.New and Improve look • Logo.Nirma Media Mix Maturity Stage • OBJECTIVE • Maintain Market Share • METHOD USED •Advertisement • Advertisement utilizing popularity of the T.

Today NIRMA as a Brand …  One of the World’s largest and most integrated manufacturer of detergent and toiletries  One of the largest Player of Indian detergent market with a share of 38%.  Second largest toilet soap marketer of the country with a share of 20%. .

Feedback & Questions Thank You .

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