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Competitor brand analysis of nirma detergent.

made by:Gagandeep kaur Harneet kaur Rajpal singh

Detergent market overview


y Size of indian detrgent market is 12000 crore y The detergent market in India is expected to have a growth

rate of 7 % to 9 % y The per capita detergent consumption in India is around 5kg per year, USA it is around 13 kgs y Penetration level in India is still very low

It was launched in 1969. It was invented by William Stepphard. Current market share is 8%.

Launched in 1969. One of the oldest detergents India and pakistan. Emergence of new local brands, Surf excel underwent many

changes in its brand communication. Today surf excel leads the premium fabric wash category in india.

Largest selling brand of p&g worldwide. It was launched with much fanfare in 2000. Tide when launched got luke warm response from indian

customers. Now tide has found its formula, the same global positioning as a detergent that cleans perfectly.

Rin
y It was launched in 1969 extended nationally in 1970. y It was realised at the time powder were never completely

replaced bt laundry soaps. y It is not a soap, it is totally a new idea for washing soaps. y Its base line was whiteness strikes with rin.

Wheel
y It is a laundry brand launched by hul. y Launched as a low priced product to give dirct

competion to nirma

Ghadi
y It was found in 1981 by mr. hamid y y y y y

reza ghadi. Direct competitor of nirma. Cheap price. Gives direct competition. Current market share is 18%. Tag line pehle istemaal kare fir vishwaas kare.

Product Nirma Price


Adequate quality at an affordable price Key to rural marketing which is pioneered in years. Nirma super ,nirma popular, nirma green washing powder and detergent cake

surf excel
In accordance with competitors price war Hul stong distribution network

Tide
Cost plus pricing statergy.

Rin
Price reduction statergy.

Wheel
In accordance with its competitor ariel. Strong hul distribution

Ditributi on Product line

Taditional way of distribution.

Strong distribution.

Surf excel quick wash surf excel blue Surf excel matic.

Tide detergent Tide bar Tide plus

Rin matic Rin advance Rin shakti bar Rin supreme bar.

Active wheel lemon and orange Wheel gold Wheel lemon and jasmine.

Market share

Current Hul total market share market share is 8% is 36% inclding surf

Market share is 16%%

Hul total market share is 36% inclding surf

Hul total market share is 36% inclding surf

Brand image Plc cycle

Value for money product

Image of Image of excellent in supremacy job product. and toughness . In growth stage. In growth stage.

Image of superior performanc e. In growth stage.

Image of low cost product at high quality. In growth stage.

Is reducing rapidly.

Segment ation Targetin g Positioni ng

Low income group.

Middle and upper class.

Middle and upper class.

Middle and lower class.

Middle and lower class.

Rural Urban population in population. india.

Both urban and rural population.

Rural population.

Rural population.

Economy brand.

Best detergent in detergent category.

Detergent that cleans perfectly.

Low priced detergent which gives us brighter clothes.

Largest detergent brand.

Promot ion

Advertise ment after launching of product.

Promotion al offers. Children festivals.

Using whiteness as a base tide a campaign highlight.

zara sa campaign Grabs attention of rural population . Most preffered brand in india in 2006.

Famous for using bollywood stars as in brand ambassado rs . For eg salman khan who did an add for wheel.

Distribution
Nirma (8 Locations) Whole sellers Retailers (2 Million)

Distributors (400 Exclusive)

Customers (400 Million)

INTERPRETATION
y This product created a marketing miracle, when introduced in the domestic

marketplace y This product was priced at almost one third to that of the competitor brands, resulting into instant trial by the consumers. y Give your consumer what he wants, when he wants, where he wants and at the price he wants, selling will be done quite automatically. This is the marketing 'mantra' of Nirma y But right now the reality is not so good the prodct which till late 1990s enjoyed the largest market share of 38% has now only 8% market share .

Environmental scanning
y Recent trends in detergent industry:y Supplier consolidation y Emergence of middle class population. y Growing concernover global warming and

environmental change.

Social factors affeting nirma detergent


y Change in spending pattern. y Changing profile and mind set of

customer. y Rural population. y Change in lifestyle of people.

WE CAN CLERLY SEE THAT BY 2013 MIDDLE CLASS POPULATION WILL INCRESE CONSIDERABLY THIS WILL DEFINITELY BE A POSITIVE FACTOR FOR OUR PRODUCT AS IT BASICALLY IS A LOW PRICED DETERGENT WHICH CATERS TO THE DEMAND OF MIDDLE CLASS AND LOWER INCOME.

Political factors
y Government policy. y Central and state initiatives. y Inverted duty structure for selected inputs. y Other factors.

ECONOMICAL FACTORS
y Recent slowdown in World Economy y Increase in Production and Labour cost y Increase in Per capita Income and

National Income y Globalisation

Environmental Factors
y Detergents and water pollution y Regulations y Progressive labelling requirements (BIS) y Response of detergent industry

Technological Factor
y New product development y Some of the other technological factor which can affect our product are: y Ariel came with a better technology which has its motto as powder for safe hands and tough on dirt y The introduction of washing machines has increased the washing frequencies, but also specialized detergent products are being launched for machine specific washing.

Thank you