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NIRMA,IMC

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NIRMA,IMC
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PRESENTED BY
Aditya Suresh 186 Akash Gupta 188 Alankar Das 190 MISSION Akshay Sharma 189 Shikha Rai - 161

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NIRMA,IMC

COMPANY PROFILE
TYPE : FOUNDED : PUBLIC COMPANY 1969
MISSION

HEADQUARTERS : AHMEDABAD, INDIA KEY PEOPLE : KARSANBHAI PATEL

REVENUE : 5008 CRORE

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NIRMA,IMC

ABOUT THE CEO


Born in Gujarat Started Nirma as one man operation (soleproprietorship) Had good knowledge of chemicals MISSION In beginning, prepared the detergent powder with his own hands & went door to door to sell Gave money back guarantee with every pack Sold every pack for Rs. 3/kg when cheapest detergent(Surf of HLL) was avl. For Rs. 13/kg
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Karsanbhai Patel
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ABOUT THE LOGO


Low resolution logo conveyed that company sells affordable products It signified Value for money to MISSION customers Nirma was committed in creating & maintaining long-lasting relationships with customers Also signified that it was something relating to clothes
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MISSION
A STATEMENT OF MISSION SUSTAINED INNOVATION AND UNCEASING EFFORT TO DELIVER BETTER VALUE MISSION TO CUSTOMERS,THROUGH BETTER PRODUCT QUALITY

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NIRMA,IMC

SUCCESS JOURNEY
1969-1985 : Innovation, Creation & Foundation Launched Nirma detergent cake as line extension 1986-2004 : Expansions, Extensions & Consolidation MISSION Nirma Super Detergent launched Launched Nirma beauty soap In 1997 launched Nima Beauty soap which became a huge success In 2000 launched Nirma Shudh salt

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NIRMA,IMC

PRODUCTS

INDUSTRIAL DETERGENT CAKE BATHING SOAP OTHER PRODUCTS ETERGENT POWDERS PRODUCTS

NIRMA BEAUTY SOAP NIRMA SUDDH SALT LINER ALKYL BENZE SUPER NIRMA NIRMA DETERGENT ETERGENT POWDER CAKE NIRMA BATH SOAP NIRMA TOOTHPASTE GLYCERIN
NIRMA SHIKAKAI SULPHURIC ACID

NIRMA POPULAR SUPER NIRMA ETERGENT POWDER DETERGENT CAKE NIRMA SANDLE

NIRMA BARATAN BARNIRMA HERBAL NIRMA ETERGENT POWDER NIRMA ROSEE NIRMA CLEAN NIRMA LIME
NIRMA,IMC

NIRMA BEAUTY SHAMPOO

PATTY ACID SODA ASH

NIRMA WASHING POWDER

EEN DETERGENT POWDER 3/17/2014

MARKET SHARE
Gross sale of over Rs. 2400 crores Largest player of Indian detergent market with 38% share One of worlds largest & most integrated manufacturer of detergent & toiletries Second largest toilet soap marketer of India with 20% share 9th largest FMCG brand of country

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BRAND AMBASSADOR
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Sangeeta Bijlani

Sonali Bendre

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BRAND AMBASSADOR
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Preeti Jhangiani

Hansika Motwani

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PRINT ADS

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TELEVISION ADS

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TELEVISION ADS

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TELEVISION ADS

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TELEVISION ADS

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TELEVISION ADS

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NIRMA ADVERTISING THROUGH THE ERAS

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NIRMAS AD CAMPAIGN ANALYSIS


Analysis Parameters Communication Objectives 1970-80s Category Need 1990s Brand Awareness Latest Consolidate Market Milk the Brand

Target Segment

Rural Segment Housewives (25 40 y)


Little Girl, Housewife , Whiteness Keep It Simple Product-in-use Exp. Create Need, Value for Money Awareness, Knowledge, Purchase

Rural + Urban Young Girls Housewives (18 40 y)


Modern Girls Modern Buildings Transformational Appeal Market Penetration Knowledge, Liking, NIRMA,IMC Preference, Purchase

Urban Housewives + Working Women (18 50 y)


Underwater Swimmers, Opera Music Transformational Appeal Repositioning Liking, Conviction, 20 Purchase

Symbolism Used

Creative Strategy Core Benefits Consumer 3/17/2014 Response

THE LAUNCH OF SUPER NIRMA

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ADVERTISEMENT ANALYSIS
ADVERTISING AGENCY
Target Audience Communication Objective Consumers shifting towards more sophisticated form of washing. To meet the consumer's growing aspirations and to allow consumers to upgrade to a better quality product.

Communicat a) Message ion Design Strategy


b) Creative Strategy

Get clothes cleaner - Rational results of use experience


Super Mummy can clean any kind of dirt from clothes.

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c) Message Source

Boy is building conviction that the clothes can be cleaned.


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NIRMA MEDIA MIX

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INTRODUCTION STAGE
ADVERTISING AGENCY 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
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GROWTH STAGE
ADVERTISING AGENCY OBJECTIVE
Increase penetration

METHOD USED Advertisement Radio and TV advertisement Bill boards


Word Of Mouth Personal Distributor Influence

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MATURITY STAGE
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
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ADVERTISING AGENCY
Purnima is the advertising agency ( last 30 years) Consistently focusing on the value-formoney angle. Dudh si safedi Nirma se aye, rangeen kapda bhi khil khil jaye has continued to echo in the drawing rooms of middleclass Indian homes through the decades. The jingle, which was first aired on radio in 1975, was broadcast on television in 1982
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REVOLUTION PERIOD
1. In 2009, brand Nirma got an image makeover as TapRoot India, the venture group of Agnello Dias and Santosh Padhi, took over the reins of the advertising mandate.

2.The brief given to the agency by Nirma was to create an advertisement that matched up to the increasing aspirational levels of its customers, but giving it a modern look.
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REVOLUTION PERIOD
3. The Jayas, Hemas and Sushmas of the world were replaced by Russian ballet dancers, performing underwater to some opera music in the background. 4. The original Nirma jingle also got a modern twist.

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PROMOTION

Featured 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

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RECENT DEVELOPMENT
Company 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
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FAILURE OF NIRMA
Company 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
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ACHIEVEMENT
Awarded 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 Award Development of green belt with more than 18000 trees in salty land.

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