NIRMA Media Marketing Analysis

Group Name: YUDH – The War of BrandsXLRI GMP

Yogesh Tamhankar

Utpal Bhowmick

Dheeraj Bhasin

Hemant Kumar

Nirma : A Journey

Backyard of a Small House

Becoming One of World’s Largest and

Most Integrated Detergent Comp.

15-20 Packets – A day

Over 80000 Tons Annually with 38%

Market Share

A DREAM A REALITY

From To

The Nirma Family

Marketing Communications and Brand Equity

Sender

Decoding

Media

Response

Feedback

RECEIVER

Encoding

Noise

Message

Promoter

Perception

Mediums

BuyingFeedbac

k

ConsumerPositioni

ng

Competition

Promotion

The Communication Channel : A Basic Approach

NIRMA Advertising Through the Eras

NIRMA Advertising Through the ErasThe 1970-80’s

• NIRMA did not have a cost in its initial budget for advertising.• Initial Advertising was word of mouth marketing and educating rural people about the use of detergents.• By the late 70’s as televisions slowly started to spread into rural India, so did the Nirma ad campaign, with its simple message and catchy jingle.

NIRMA’s Ad Campaign AnalysisAnalysis

Parameters

1970-80’s 1990’s Latest

Communication

Objectives

Category Need Brand Awareness Consolidate Market

Milk the Brand

Target Segment

Rural SegmentHousewives (25–

40 y)

Rural + UrbanYoung Girls

Housewives (18 – 40 y)

Urban Housewives +

Working Women (18 – 50

y)

Symbolism Used

Little Girl, Housewife , Whiteness

Modern GirlsModern Buildings

Underwater Swimmers,

Opera Music

Creative Strategy

Keep It SimpleProduct-in-use

Exp.

Transformational Appeal

Transformational Appeal

Core Benefits

Create Need, Value for Money

Market Penetration

Repositioning

Consumer Response

Awareness, Knowledge,

Purchase

Knowledge, Liking,

Preference, Purchase

Liking, Conviction, Purchase

Some facts about NIRMA’s Ad Campaign

“Dudh si safedi NIRMA se aaye, Rangin kapda bhi khil khil jaaye. Sabki pasand NIRMA”..the same jingle has been used since the last 35 years.

Same radio spot has been used consistently since the last 28 years.

Strategy used to create an emotional attachment with the consumers.

The Launch of Super NIRMA

Super Nirma – Advertisement AnalysisTarget 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.

Communication Design

a) Message Strategy

“get clothes cleaner” - Rational results of use experience

b) Creative Strategy

“Super Mummy” can clean any kind of dirt from clothes.

c) Message Source

Boy is building conviction that the clothes can be cleaned.

NIRMA Media Mix

Nirma Media Mix

Introduction StageIntroduction 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

• OBJECTIVE• Increase penetration

• METHOD USED• Advertisement

• Radio and TV advertisement• Bill boards

• Word Of Mouth• Personal• Distributor Influence

Growth StageGrowth 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

Maturity StageMaturity Stage

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%.

Thank You

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