Nirma imc

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Nirma imc

  1. 1. 3/30/2013 NIRMA,IMC 1
  2. 2. 3/30/2013 NIRMA,IMC 2 a
  3. 3. PRESENTED BY • Aditya Suresh – 186 • Akash Gupta – 188 • Alankar Das – 190 MISSION • Akshay Sharma – 189 • Shikha Rai - 1613/30/2013 NIRMA,IMC 3
  4. 4. COMPANY PROFILETYPE : PUBLIC COMPANYFOUNDED : 1969 MISSIONHEADQUARTERS : AHMEDABAD, INDIAKEY PEOPLE : KARSANBHAI PATELREVENUE : 5008 CRORE 3/30/2013 NIRMA,IMC 4
  5. 5. ABOUT THE CEO • Born in Gujarat • Started Nirma as one man operation (sole- proprietorship) • 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 cheapestKarsanbhai Patel detergent(Surf of HLL) was avl. For Rs. 13/kg3/30/2013 NIRMA,IMC 5
  6. 6. ABOUT THE LOGO • Low resolution logo conveyed that company sells affordable products • It signified „Value for money‟ to customers MISSION • Nirma was committed in creating & maintaining long-lasting relationships with customers • Also signified that it was something relating to clothes3/30/2013 NIRMA,IMC 6
  7. 7. MISSION“A STATEMENT OF MISSION SUSTAINEDINNOVATION AND UNCEASING EFFORT TODELIVER BETTER VALUE TO MISSIONCUSTOMERS,THROUGH BETTER PRODUCTQUALITY”3/30/2013 NIRMA,IMC 7
  8. 8. 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‟ 3/30/2013 NIRMA,IMC 8
  9. 9. PRODUCTS INDUSTRIAL DETERGENT POWDERS DETERGENT CAKE BATHING SOAP OTHER PRODUCTS PRODUCTS SUPER NIRMA NIRMA DETERGENT NIRMA BEAUTY SOAP NIRMA SUDDH SALT LINER ALKYL BENZENDETERGENT POWDER CAKE NIRMA BATH SOAP NIRMA TOOTHPASTE GLYCERIN NIRMA POPULAR SUPER NIRMADETERGENT POWDER DETERGENT CAKE NIRMA SANDLE NIRMA SHIKAKAI SULPHURIC ACID NIRMA BARATAN BAR NIRMA HERBAL NIRMA BEAUTY PATTY ACID NIRMADETERGENT POWDER SHAMPOO NIRMA ROSEE SODA ASH NIRMA NIRMA CLEANWASHING POWDER NIRMA LIMEGREEN DETERGENT POWDER 3/30/2013 NIRMA,IMC 9
  10. 10. MARKET SHARE • Gross sale of over Rs. 2400 crores • Largest player of Indian detergent market with 38% share • One of world‟s largest & most integrated manufacturer of detergent & toiletries • Second largest toilet soap marketer of India with 20% share • 9th largest FMCG brand of country3/30/2013 NIRMA,IMC 10
  11. 11. BRAND AMBASSADORa Sangeeta Bijlani Sonali Bendre3/30/2013 NIRMA,IMC 11
  12. 12. BRAND AMBASSADORa Preeti Jhangiani Hansika Motwani3/30/2013 NIRMA,IMC 12
  13. 13. PRINT ADS3/30/2013 NIRMA,IMC 13
  14. 14. TELEVISION ADS3/30/2013 NIRMA,IMC 14
  15. 15. TELEVISION ADS3/30/2013 NIRMA,IMC 15
  16. 16. TELEVISION ADS3/30/2013 NIRMA,IMC 16
  17. 17. TELEVISION ADS3/30/2013 NIRMA,IMC 17
  18. 18. TELEVISION ADS3/30/2013 NIRMA,IMC 18
  19. 19. NIRMA ADVERTISING THROUGH THE ERASNIRMA,IMC 3/30/2013 19
  20. 20. NIRMA’S AD CAMPAIGN ANALYSIS Analysis 1970-80’s 1990’s Latest ParametersCommunication Category Need Brand Awareness Consolidate Market Objectives Milk the BrandTarget Segment Rural Segment Rural + Urban Urban Housewives + Housewives (25– 40 y) Young Girls Working Women (18 – Housewives (18 – 40 y) 50 y)Symbolism Used Little Girl, Modern Girls Underwater Housewife , Whiteness Modern Buildings Swimmers, Opera MusicCreative Strategy Keep It Simple Transformational Appeal Transformational Product-in-use Exp. Appeal Core Benefits Create Need, Market Penetration Repositioning Value for Money Consumer Awareness, Knowledge, Knowledge, Liking, Liking, Conviction, Response 3/30/2013 Purchase Preference, Purchase NIRMA,IMC Purchase 20
  21. 21. THE LAUNCH OF SUPER NIRMA NIRMA,IMC 3/30/2013 21
  22. 22. ADVERTISEMENT ANALYSIS ADVERTISING AGENCYTarget Audience Consumers shifting towards more sophisticated form of washing.Communication Objective To meet the consumers growing aspirations and to allow consumers to upgrade to a better quality product.Communicat a) Message “Get clothes cleaner” - Rational results ofion Design Strategy use experience b) Creative “Super Mummy” can clean any kind of dirt Strategy from clothes. c) Message Boy is building conviction that the clothes 3/30/2013 Source can be cleaned. NIRMA,IMC 22
  23. 23. NIRMA MEDIA MIXNIRMA,IMC 3/30/2013 23
  24. 24. INTRODUCTION STAGE•OBJECTIVE ADVERTISING AGENCY •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 3/30/2013 NIRMA,IMC 24
  25. 25. GROWTH STAGE ADVERTISING AGENCY• OBJECTIVE •Increase penetration• METHOD USED •Advertisement •Radio and TV advertisement •Bill boards • Word Of Mouth •Personal •Distributor Influence 3/30/2013 NIRMA,IMC 25
  26. 26. 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 3/30/2013 NIRMA,IMC 26
  27. 27. 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 19823/30/2013 NIRMA,IMC 27
  28. 28. 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.3/30/2013 NIRMA,IMC 28
  29. 29. 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.3/30/2013 NIRMA,IMC 29
  30. 30. 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 3/30/2013 NIRMA,IMC 30
  31. 31. 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 Minerals3/30/2013 NIRMA,IMC 31
  32. 32. 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 Minerals3/30/2013 NIRMA,IMC 32
  33. 33. 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. 3/30/2013 NIRMA,IMC 33
  34. 34. 3/30/2013 NIRMA,IMC 34

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