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