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5/28/2018 Advertising Management Project - NIRMA
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AdvertisingManagement
Product: Nirma Washing Powder
Presented by-
Renuka Ubale-27
Anishks Alvares- !
"igi #eorge-$
Pranal Nikam -2
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Detergent Market Overview
The detergent market is approximately worth Rs.
13,000 Crore
Current growth rate is 12% - A.C. Nielsen
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Key Players
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WashingPowder
Premium
SurfExcel
Ariel
Popular
Tide Rin
LowerPrice
Wheel Nirma Fena Ghadi
Categorization
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Brand History
In 1980, Karsanbhai Khodidas Patel founded
Nirma in Gujarat
The high quality and low price of the detergent
added to its great value Nirma revolutionized the detergent market,
creating an entirely new segment in the economy
for detergent powder at a time when high priced
detergents like Surf were present in the market It believed in the power of positive word of mouth
from satisfied users of our products
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Achievements
Nirma was Indias largest selling detergent
brand for a decade until Surf overtook it in mid
2000s
Its price-based strategies have already spawnedcase studies in business schools across the world.
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Competitors
Immediate Competitors:
Wheel, Ghadi, Surf Excel, Rin, Tide & Ariel
Substitute Competitors:
Bars / Soaps & Liquid bottles
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Past Communication
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Sabki pasand Nirma
Latest TVC
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Competitors Communication
Wheel Lemon fragrance in clothes
Ghadi Pehle Isstemal karey phir vishwas
karey
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SWOT Analysis
Strengths: Strong Brand equity. Nirma is a Rs.17 billion umbrella brand
offering consumers a broad portfolio of products at multiple price
points in the Detergents, Soaps & Personal Care market.
Produces a range of industrial chemical products which primarily
serve as raw material or intermediates for Soaps & Detergents
business.
Previous market leadership in detergents market and fabric wash
industry and second largest player in Toilet soaps industry.
Wide distribution network. Long-term and strong relationship with customers, as well as
goodwill of the brand
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SWOT Analysis
Weaknesses:
Less presence in premium segment.
Lack global tie ups and thus lacking in export
markets.
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SWOT Analysis
Opportunities: Export products to developing & neighboring
countries.
Acquisition for strengthening its distribution tie
ups.
Entry into other categories like shampoos,
toothpaste, fabric whiteners.
Increase market share in premium segment bylaunching variants.
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SWOT Analysis
Threats:
MNCs coming to India particularly in the
Detergent industry.
Emergence of small but strong regional players.
Broad attack by HUL & P & G
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Our objective
To reiterate the softer, mood uplifting emotions
that Brand Nirma has always stood for since it
was launched.
To contemporize and refresh the core of the
brand without eroding its basic essence of
simplicity, sincerity and joyful upliftment
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Target Audience
Demographics:
Age: 25-50
Gender: Females
Occupation: Primary-Housewives
Secondary-Working women
SEC A, B & C
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Geographic segment: Tier I & Tier II cities in India
Psychographics:
Women seeking for a detergent with the best and fast
stain removal technology yet affordable
Lifestyle:
High priority for cost-effectiveness
Doesnt have enough time to spare for procedures likesoaking clothes overnight to remove stains
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Advertising Campaign
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Core insight
Remember that time when youre wearing white and
you suddenly & unintentionally stain it?
Dont you want to REVERSE that moment instantly?
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Repositioning Nirma
Jhaag jo bhagaaye daag
We aim to build & communicate a new message
and reposition Nirma as the powerful reverser
of all kinds of stains
Consumers can easily bid adieu to the fear of
stains with the help of Nirma detergent powder
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Teaser Ad
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Print Ad 1 (Revealer)
Ab daag ke peeche bhaagna bandh
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Print Ad 2
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TVC
50 secs TVC
Channels to be aired on
Prime time shows on GECs(7-11pm)
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Radio Ad
Jingles:
Aajao thoda nirma ghulaale
Daago ko ye ulta bhagaade
Kapdo ko ye jhatse chamkaade
All the nirma fans dont miss this chance
Nirma whitenirma white.. Nirma white
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Radio Ad
In collaboration with Red FM 93.5- Bajate Raho!!
Contest- Stains ki bajate raho aur ulta bhagaate
raho with Nirma!
Listeners have to share their experiences whenthey wanted to bajao the stains that embarrass
them in daily life
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Ambient Ad
Magic Pen
Flash mob with people dressed as the Nirma girl
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Out Of Home Ads
Print ads will be depicted on billboards outside
malls & shopping bazaars, flyovers in Tier I and
Tier II cities across India
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Digital Media
Facebook Game App Washing Scramble
Twitter- Hashtag #StainsGoBack movement on
Instagram-Link Hashtag #StainsGoBackmovement on Twitter
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Media Planning Strategy
TVC ads rates (According to Channel & time)
- Preferable time slots 1-3pm & 9-11pm
Print ad rates
Radio spot rates
Mall activity rates
Outdoor ads ( Billboards & posters)
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THANK YOU