Competitor Brand Analysis of Nirma Detergent (2) (1)

8/2/2019 Competitor Brand Analysis of Nirma Detergent (2) (1)

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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

yThe detergent market in India is expected to have a growthr a t e o f 7 % t o 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.



Riny 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´.



Wheely It is a laundry brand launched by hul.

yLaunched as a low priced product to give dirct

competion to nirma



Ghadi

y It was found in 1981 by mr. hamid

reza ghadi.

y Direct competitor of nirma.

y Cheap price.

y Gives direct competition.

y Current market share is 18%.

y

Tag line µ pehle istemaal kare fir vishwaas kare¶.





excel

rice Adequatequality at an

affordableprice

Inaccordance

withcompetitorsprice war

Cost pluspricing

statergy.

Pricereduction

statergy.

Inaccordance

with itscompetitorariel.

itributi

n

Key to ruralmarketing which is

pioneered in years.

Hul stongdistributionnetwork

Taditional way of distribution.

Strongdistribution.

Strong huldistribution

roduct

ine

Nirma super,nirmapopular,nirma green

washingpowder anddetergentcake

Surf excelquick washsurf excelblue

Surf excelmatic.

TidedetergentTide barTide plus

Rin maticRin advanceRin shaktibar

Rin supremebar.

Active wheellemon andorange Wheel gold

Wheel lemonand jasmine.

arket

hare

Currentmarket shareis 8%

Hul totalmarket shareis 36%

Market shareis 16%%





Brand

image

Value formoney product

Image of excellent in

job product.

Image of supremacy andtoughness .

Image of superiorperformance.

Image of low costproduct athigh quality.

Plc cycle Is reducingrapidly.

In growthstage.

In growthstage.

In growthstage.

In growthstage.

Segmentation

Low incomegroup.

Middle andupper class.

Middle andupper class.

Middle andlower class.

Middle andlower class.

Targetin

g

Ruralpopulation in

india.

Urbanpopulation.

Both urbanand rural

population.

Ruralpopulation.

Ruralpopulation.

Positioni

ng

Economy brand.

Bestdetergent indetergent

category.

Detergentthat cleansperfectly.

Low priceddetergent which gives

us brighterclothes.

Largestdetergentbrand.



Promotion

A dvertisement afterlaunchingof product.

Promotional offers.Childrenfestivals.

Using whitenessas a basetide acampaignhighlight.

zara sacampaignGrabsattentionof ruralpopulation

.Mostprefferedbrand inindia in2006.

Famous forusingbollywoodstars as inbrandambassado

rs . For egsalmankhan whodid an addfor wheel.



Distribution

Nirma

(8Locations)

Distributors

(400Exclusive)

Retailers(2 Million)

Customers(400

Million)

Whole

sellers









INTERPRETATIONy 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 atthe 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 scanningyRecent trends in detergent industry:-

ySupplier consolidation

yEmergence of middle class population.

yGrowing concernover global warming and

environmental change.



Social factorsSocial factors affetingaffeting nirmanirma detergentdetergentyChange in spending pattern.

yChanging profile and mind set of

customer.

yRural population.

y

Change in lifestyle of people.











WE CAN CLER LY 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 factorsyGovernment policy.

y

Central and state initiatives.y Inverted duty structure for selected inputs.

yOther factors.



ECONOMICAL FACTORS

yRecent slowdown in World Economy

yIncrease in Production and Labour costyIncrease in Per capita Income and

National Income

yGlobalisation



Environmental FactorsyDetergents and water pollution

yRegulations

yProgressive labelling requirements ( BIS )

yResponse 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

³powder 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«

Documents

Competitor Brand Analysis of Nirma Detergent (2) (1)