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Advertising Management
Product: Nirma Washing Powder
Detergent Market Overview
• The detergent market is approximately worth Rs. 13,000 Crore
• Current growth rate is 12% - A.C. Nielsen
Key Players
Categorization
Washing Powder
Super Premium
Surf Excel Ariel
Popular
Tide Rin
Lower Price
Wheel Nirma Fena Ghadi
Brand History
• In 1980, Karsanbhai Khodidas Patel founded Nirma in Gujarat
• The high quality and low price of the detergent made for 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
Achievements
• Nirma was India’s largest selling detergent brand for a decade until Surf overtook it in mid 2000’s
• Its price-based strategies have already spawned case studies in business schools across the world
Competitors
• Immediate Competitors:
• Sustitute Competitors
Past Communication
“Sabki pasand Nirma”
• Latest TVC
Competitor’s Communication
• Wheel – Lemon fragrance in clothes
• Ghadi – “Pehle Isstemal karey phir vishwas karey”
SWOT Analysis
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
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
Target Audience
• Demographics:Age: 25-50Gender: Females Occupation: Primary-Housewives Secondary-Working women Income group: SEC A & B
• Geographics: Based in Tier I & Tier II cities in India
• Psychographics: Seeking for a detergent with the best and fast
stain removal technology yet affordable
• Lifestyle:High priority for cost-effectiveness Doesn’t have enough time to spare for
procedures like ‘soaking clothes overnight’ to remove stains
Advertising Campaign
Teaser Ad
Print Ad 1 (Revealer)
Print Ad 2
TVC
Radio Ad
Ambient Ad
• Magic Pen• Flash mob with people dressed as the nirma
girl
Media Planning
• TVC rates (According to Channel & time)• Print ad rates• Radio spot rates• Mall activity rates