nirma

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3/12/2013NIRMA,IMC11a

NIRMA

...A dynamic phenomenon...A philosophy...A revolutionthat changed our lives3/12/2013NIRMA,IMC2PRESENTED BYAditya Suresh 186Akash Gupta 188Alankar Das 190Akshay Sharma 189Shikha Rai - 161

3/12/2013NIRMA,IMC3MISSION

COMPANY PROFILE3/12/2013NIRMA,IMC4MISSION

ABOUT THE CEO3/12/2013NIRMA,IMC5MISSIONBorn in GujaratStarted Nirma as one man operation (sole-proprietorship) Had good knowledge of chemicalsIn beginning, prepared the detergent powder with his own hands & went door to door to sellGave money back guarantee with every packSold every pack for Rs. 3/kg when cheapest detergent(Surf of HLL) was avl. For Rs. 13/kg

Karsanbhai Patel

ABOUT THE LOGO3/12/2013NIRMA,IMC6MISSION

Low resolution logo conveyed that company sells affordable productsIt signified Value for money to customersNirma was committed in creating & maintaining long-lasting relationships with customersAlso signified that it was something relating to clothes

MISSION3/12/2013NIRMA,IMC7MISSION

A STATEMENT OF MISSION SUSTAINED INNOVATION AND UNCEASING EFFORT TO DELIVER BETTER VALUE TO CUSTOMERS,THROUGH BETTER PRODUCT QUALITY

SUCCESS JOURNEY3/12/2013NIRMA,IMC8MISSION

1969-1985 : Innovation, Creation & FoundationLaunched Nirma detergent cake as line extension1986-2004 : Expansions, Extensions & ConsolidationNirma Super Detergent launchedLaunched Nirma beauty soapIn 1997 launched Nima Beauty soap which became a huge successIn 2000 launched Nirma Shudh saltPRODUCTSGREEN DETERGENT POWDERSUPER NIRMADETERGENT POWDERDETERGENT CAKEDETERGENT POWDERSBATHING SOAPOTHER PRODUCTSINDUSTRIALPRODUCTSNIRMA POPULARDETERGENT POWDERNIRMADETERGENT POWDERNIRMAWASHING POWDERNIRMA DETERGENT CAKESUPER NIRMADETERGENT CAKENIRMA BARATAN BARNIRMA CLEANNIRMA BATH SOAPNIRMA BEAUTY SOAPNIRMA LIMENIRMA ROSEENIRMA HERBALNIRMA SANDLENIRMA BEAUTY SHAMPOONIRMA SHIKAKAINIRMA TOOTHPASTENIRMA SUDDH SALTLINER ALKYL BENZENSULPHURIC ACIDGLYCERINPATTY ACIDSODA ASH

3/12/2013NIRMA,IMC99MARKET SHARE

3/12/2013NIRMA,IMC10Gross sale of over Rs. 2400 croresLargest player of Indian detergent market with 38% shareOne of worlds largest & most integrated manufacturer of detergent & toiletriesSecond largest toilet soap marketer of India with 20% share9th largest FMCG brand of country

10a3/12/2013NIRMA,IMC11

BRAND AMBASSADOR

a3/12/2013NIRMA,IMC12BRAND AMBASSADOR

Preeti Jhangiani

Hansika Motwani

3/12/2013NIRMA,IMC13PRINT ADS

133/12/2013NIRMA,IMC14TELEVISION ADS





18 NIRMA ADVERTISING THROUGH THE ERAS3/12/2013NIRMA,IMC19NIRMAS AD CAMPAIGN ANALYSISAnalysis Parameters1970-80s1990sLatestCommunication ObjectivesCategory NeedBrand AwarenessConsolidate MarketMilk the BrandTarget SegmentRural SegmentHousewives (25 40 y)Rural + UrbanYoung GirlsHousewives (18 40 y)Urban Housewives + Working Women (18 50 y)Symbolism UsedLittle Girl, Housewife , WhitenessModern GirlsModern Buildings

Underwater Swimmers, Opera MusicCreative StrategyKeep It SimpleProduct-in-use Exp.Transformational AppealTransformational AppealCore BenefitsCreate Need, Value for MoneyMarket PenetrationRepositioningConsumer ResponseAwareness, Knowledge, PurchaseKnowledge, Liking, Preference, PurchaseLiking, Conviction, Purchase

3/12/2013NIRMA,IMC20The Launch of Super NIRMA3/12/2013NIRMA,IMC21ADVERTISING AGENCYTarget AudienceConsumers shifting towards more sophisticated form of washing.Communication ObjectiveTo meet the consumer's growing aspirations and to allow consumers to upgrade to a better quality product.Communication Designa) Message StrategyGet clothes cleaner - Rational results of use experienceb) Creative StrategySuper Mummy can clean any kind of dirt from clothes.c) Message SourceBoy is building conviction that the clothes can be cleaned. ADVERTISEMENT ANALYSIS

3/12/2013NIRMA,IMC22NIRMA Media Mix3/12/2013NIRMA,IMC23ADVERTISING AGENCY INTRODUCTION STAGEOBJECTIVEReach Geographical dispersed buyers

METHOD USEDAdvertisementRadioWall paintingVans/Trains Direct and Interactive marketingPersonal SellingExpert Channel Changing Washing Habits.Product DemonstrationSales promotionPrize Draw Introduce bucket scheme to promote product hamperMoney back guarantee promotion scheme

3/12/2013NIRMA,IMC24ADVERTISING AGENCY GROWTH STAGE OBJECTIVEIncrease penetration

METHOD USEDAdvertisementRadio and TV advertisementBill boards

Word Of MouthPersonalDistributor Influence

3/12/2013NIRMA,IMC25 MATURITY STAGE

OBJECTIVE Maintain Market Share

METHOD USEDAdvertisement 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

3/12/2013NIRMA,IMC26 ADVERTISING AGENCY

Purnima is the advertising agency ( last 30 years) Consistently focusing on the value-for-money angle. Dudh si safedi Nirma se aye, rangeen kapda bhi khil khil jaye has continued to echo in the drawing rooms of middle-class Indian homes through the decades. The jingle, which was first aired on radio in 1975, was broadcast on television in 1982

3/12/2013NIRMA,IMC27 REVOLUTION PERIOD

3/12/2013NIRMA,IMC28 REVOLUTION PERIOD

3/12/2013NIRMA,IMC29 PROMOTION

3/12/2013NIRMA,IMC30Featured a lady washing a garment Daughter was featured on the pack Focuses on value-for-money One of the oldest and catchy jingle first aired on radio in 1975, was broadcast on television in 1982 Nirma Consumer Care Limited

RECENT DEVELOPMENT

3/12/2013NIRMA,IMC31Company relaunched Nirma Yellow Washing Powder and Nirma Beauty Soap . Nirma Yellow Powder is being re-launched with improved formulation and new advertising. Nirma Beauty Soap is being re-launched with a new shape, fragrance and a smarter, brighter pack to improve shelf visibility Acquired Searles Valley Minerals Operations and Searles Valley Minerals

FAILURE OF NIRMA

3/12/2013NIRMA,IMC32Company relaunched Nirma Yellow Washing Powder and Nirma Beauty Soap . Nirma Yellow Powder is being re-launched with improved formulation and new advertising. Nirma Beauty Soap is being re-launched with a new shape, fragrance and a smarter, brighter pack to improve shelf visibility Acquired Searles Valley Minerals Operations and Searles Valley Minerals

ACHIEVEMENT3/12/2013NIRMA,IMC33Awarded by ICMA Excellence in water resource management in chemical industry for the year 2002-03.Awarded by Gujarat Safety council for Gujarat Safety Award for year 2003-04.Awarded by Saurashtra chamber of commerce and industry.As on 9001 : 2000 company awarded by TUV Germany , Thailand .Udhyog Ratna AwardDevelopment of green belt with more than 18000 trees in salty land.

3/12/2013NIRMA,IMC34

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