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 NIRMA Low priced

vs. vs. vs.

MNCs HUL, P & G Premium ranged

Nirma : A Journey
From
Backyard of a Small House

To
Becoming One of World·s Largest and Most Integrated Detergent Comp. Over 80000 Tons Annually with 38% Market Share

15-20 Packets ² A day

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 Stage
‡OBJECTIVE ‡Reach Geographical dispersed buyers

Nirma Media Mix

‡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 Stage

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

Maturity Stage

Nirma Media Mix
‡ OBJECTIVE ‡ 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 Parameters
Communication Objectives Target Segment

1970-80 s
Category Need Rural Segment Housewives (25 40 y) Little Girl, Housewife , Whiteness Keep It Simple Product-in-use Exp. Create Need, Value for Money Awareness, Knowledge, Purchase

1990 s
Brand Awareness Rural + Urban Young Girls Housewives (18 40 y) Modern Girls Modern Buildings Transformational Appeal Market Penetration Knowledge, Liking, Preference, Purchase

Latest
Consolidate Market Milk the Brand Urban Housewives + Working Women (18 50 y) Underwater Swimmers, Opera Music Transformational Appeal Repositioning Liking, Conviction, Purchase

Symbolism Used

Creative Strategy Core Benefits Consumer Response

‡ 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

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