2. INTRODUCTION<br /><ul><li>lifebuoy first launched in 1895.
3. Initial target : tough, labor class man’s.
4. hard rectangular bar, red in color.
5. strong carbolic scent</li></li></ul><li>SUCCESS AND COMPETITION FROM OTHERS<br />NEW CAMPAIGN – TO MAKE HANDS GERMS FREE LARGEST SELLING SOAP IN INDIA BY 1940.<br />IN 1992 NIRMA LTD. LAUNCHED NIRMA BATH SOAP AT HALF PRICE OF LIFEBUOY.<br />SUCCESS OF NIRMA ENCOURAGED OTHERS TO TARGET THE VALUE FOR MONEY SEGMENT.<br />LIFEBUOY’S MARKET SHARE SLID DOWN FROM 15.4% IN 1997 TO 12.5% IN 2001.<br />
6. RELAUNCHING LIFEBUOY<br />IN 2002 LIFEBUOY WAS RELAUNCHED.<br />WAS A MILD SOAP WITH A FLORAL SCENT.<br />TARGET – FROM MALE CONCEPT TO ENTIRE FAMILY, BENEFICIAL FOR HEALTH CONCEPT.<br />SIZE DECREASED FROM 150gms to 125gms AND PRICE INCREASED FROM 8.50 TO 9.<br />MARKET SHARE – 18% IN 2002.<br />
7. RURAL MARKETING<br />HLL FOCUSED ON RURAL MARKET 70% OF ITS SALES.<br />TWO MAIN PROBLEMS IN RURAL MARKETING :-<br />AVOIDING SOAP IF HANDS DID NOT APPEARS DIRTY.<br />IN VILLAGES NO ACCESS TO MASS MEDIA SUCH AS TV AND RADIO.<br />
8. RURAL MARKETING AND PROMOTION<br />HLL HIRED TWO-PERSON TEAMS TO GO INTO VILLAGE SCHOOLS AND TEACH YOUNGSTERS BETWEEN AGES OF 5 AND 13 ABOUT INVISIBLE GERMS.<br />LATTER PARENTS AND VILLAGE ELDERS WERE APPROACHED.<br />IN 2002, RURAL CONTACT PROGRAMME.<br />LAUNCHED “LIFEBUOY SWASTHYA CHETANA PROGRAMME” MEANT “HEALTH AWAKENING”.<br />
9. RURAL MARKETING AND PROMOTION (CONTD.)<br />
10. RURAL MARKETING (CONTD.)<br />In 2003, HLL, MAKING LIFEBUOY AVAILABLE AT BARGAIN PRICE OF RS. 2 IN RURAL MARKETAT RETAIL LEVEL.<br />IN RURAL MARKET IS EXTERMELY PRICE SENSITIVE.<br />4 A’S OF RURAL MARKETING :-<br />AVAILABILITY<br />AFFORDABILITY<br />AWARENESS<br />ACCEPTABILITY<br />
11. NIRMA –RURAL MARKETING<br />Nirma is one of the few names – that is instantly recognized as a true Indian brand <br />Nirma has always practiced ‘VALUE FOR MONEY’ .<br />Nirma literally captured the market share by offering<br /> value-based marketing mix of four P’s ,i.e. a Perfect match of product, price, place and promotion<br />
12. INTRODUCTION <br />NIRMA was started in the year 1969 by KarsanbhaiPatel,inAhmedabad in Gujrat .<br />Chemist by profession<br /> named NIRMA, after his daughter NIRUPAMA<br />Successful journey began with sale of 15-20 packets of nirma washing powder a day which was YELLOW in colour<br />Lower in quality than surf but far more effective than traditional slab of soap<br />
13. Strategies followed for success<br />Stockist made responsible for all transportation & delivery cost who were mainly relatives & family members<br />Distribution dependent on prepayment for stocks<br />Came up with ads in the late 1970s with catchy jingles and stockist were responsible for 50 % funding of promotional expenditure<br />His daughter name attached to company gave distinctive and personal aspect that helped nirma stand out from others <br />
14. KEY DIFFERENCES OF NIRMA & HLL<br />Price<br />Ingredients<br />Soda ash –main raw material abundant in gijarat<br />Focused on tier 4 i.e. 4 billion people who live mostly in developing countries<br />
15. World pyramid<br />
16. NIRMA-FINALLY WON THE WAR OF BUBBLES<br />Regional product bring permanent success<br />Outnumbered hll sale in rural areas<br />Take advantage of the vacant market left by hll which was thought to be not penetrable but them<br />1/3 rd price of regular price was the enough harbinger of nirma to survive in market<br />Became number 1 brand in asia : focused on massive market segment that was hungry of getting a good quality product at affordable price<br />
17. HOW HLL REACTED<br />When nirma came with detergent bar to compete with rin, this time hll took it seriously & came up with project sting & put its plan in to action<br />
18. SWOT ANALYSIS OF NIRMA<br />STRENGTH:<br />BACKWARDINTEGRATION (Into 2 main raw materials- alkyl benzene and soda ash)<br />MARKET LEADERSHIP<br />DISTRIBUTION NETWORK<br />
19. SWOT CONTINUED…<br /> WEAKNESS:<br />Image of CHEAP brand.<br />Less presence in the premium brand segment.<br />Lack of global tie ups<br />
20. SWOT CONTINUED…<br /> OPPERTUNITIES: <br />Exports<br />Entry in to other categories.<br />Acquisitions of local players<br />
21. SWOT CONTINUED…<br /> THREATS:<br />Brand image.<br />Existing Players like HUL, P&G, Godrej ,ITC. <br />Lacked necessary network in urban areas.<br />MNC’s coming to India.<br />Emergence of small regional players<br />