SlideShare a Scribd company logo
1 of 25
Download to read offline
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: 25-50
Gender: 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
Advertising management

More Related Content

Similar to Advertising management

Nirma case study_abhishek
Nirma case study_abhishekNirma case study_abhishek
Nirma case study_abhishekdhiraj.gaur
 
Success story of nirma with kersan bhai patel
Success story of nirma with kersan bhai patelSuccess story of nirma with kersan bhai patel
Success story of nirma with kersan bhai patelHR Rahul Saxena
 
221706052-Surf-vs-Nirma.pptx
221706052-Surf-vs-Nirma.pptx221706052-Surf-vs-Nirma.pptx
221706052-Surf-vs-Nirma.pptxPrarthiDesai1
 
Skam company (1) (1)
Skam company (1) (1)Skam company (1) (1)
Skam company (1) (1)Mehwish Kiran
 
Nirma+detergent promotion
Nirma+detergent promotionNirma+detergent promotion
Nirma+detergent promotionYaswant Singh
 
Factors Impacting NIRMA Marketing : A Success and Failure Story
Factors Impacting NIRMA Marketing : A Success and Failure StoryFactors Impacting NIRMA Marketing : A Success and Failure Story
Factors Impacting NIRMA Marketing : A Success and Failure StoryDr. Mukunda S Medari
 
Imc presentation digital media branding
Imc presentation   digital media brandingImc presentation   digital media branding
Imc presentation digital media brandingPrashant Chalke
 
Experiential Marketing - This is the step forward all events and promotions.
Experiential Marketing - This is the step forward all events and promotions.Experiential Marketing - This is the step forward all events and promotions.
Experiential Marketing - This is the step forward all events and promotions.Kiran Mandrawadkar
 
Creative that cracks the code
Creative that cracks the codeCreative that cracks the code
Creative that cracks the codeSameer Mathur
 

Similar to Advertising management (20)

Since 1969 [autosaved]
Since 1969 [autosaved]Since 1969 [autosaved]
Since 1969 [autosaved]
 
Chapter 20 (Detergents).ppt
Chapter 20 (Detergents).pptChapter 20 (Detergents).ppt
Chapter 20 (Detergents).ppt
 
Marketing Mix
Marketing MixMarketing Mix
Marketing Mix
 
NIRMA SUCCESS STORY
NIRMA SUCCESS STORYNIRMA SUCCESS STORY
NIRMA SUCCESS STORY
 
Nirma case study_abhishek
Nirma case study_abhishekNirma case study_abhishek
Nirma case study_abhishek
 
Success story of nirma with kersan bhai patel
Success story of nirma with kersan bhai patelSuccess story of nirma with kersan bhai patel
Success story of nirma with kersan bhai patel
 
221706052-Surf-vs-Nirma.pptx
221706052-Surf-vs-Nirma.pptx221706052-Surf-vs-Nirma.pptx
221706052-Surf-vs-Nirma.pptx
 
Nirma
NirmaNirma
Nirma
 
Skam company (1) (1)
Skam company (1) (1)Skam company (1) (1)
Skam company (1) (1)
 
Nirma+detergent promotion
Nirma+detergent promotionNirma+detergent promotion
Nirma+detergent promotion
 
Factors Impacting NIRMA Marketing : A Success and Failure Story
Factors Impacting NIRMA Marketing : A Success and Failure StoryFactors Impacting NIRMA Marketing : A Success and Failure Story
Factors Impacting NIRMA Marketing : A Success and Failure Story
 
Mudra communication ppt
Mudra communication pptMudra communication ppt
Mudra communication ppt
 
Amway presentation
Amway presentationAmway presentation
Amway presentation
 
advertisement
advertisementadvertisement
advertisement
 
Imc presentation digital media branding
Imc presentation   digital media brandingImc presentation   digital media branding
Imc presentation digital media branding
 
Experiential Marketing - This is the step forward all events and promotions.
Experiential Marketing - This is the step forward all events and promotions.Experiential Marketing - This is the step forward all events and promotions.
Experiential Marketing - This is the step forward all events and promotions.
 
Danik Bhaskar
Danik Bhaskar Danik Bhaskar
Danik Bhaskar
 
Creative that cracks the code (2)
Creative that cracks the code (2)Creative that cracks the code (2)
Creative that cracks the code (2)
 
Creative that cracks the code
Creative that cracks the codeCreative that cracks the code
Creative that cracks the code
 
Nirma final ppt
Nirma final pptNirma final ppt
Nirma final ppt
 

More from Renuka Ubale

Macpowerpoint 12665422106793-phpapp02
Macpowerpoint 12665422106793-phpapp02Macpowerpoint 12665422106793-phpapp02
Macpowerpoint 12665422106793-phpapp02Renuka Ubale
 
Advertising management
Advertising managementAdvertising management
Advertising managementRenuka Ubale
 
Cadbury ms project
Cadbury ms projectCadbury ms project
Cadbury ms projectRenuka Ubale
 
Asian paints marketing ppt
Asian paints marketing pptAsian paints marketing ppt
Asian paints marketing pptRenuka Ubale
 
Advertising management project nirma
Advertising management project   nirmaAdvertising management project   nirma
Advertising management project nirmaRenuka Ubale
 

More from Renuka Ubale (7)

Macpowerpoint 12665422106793-phpapp02
Macpowerpoint 12665422106793-phpapp02Macpowerpoint 12665422106793-phpapp02
Macpowerpoint 12665422106793-phpapp02
 
Advertising management
Advertising managementAdvertising management
Advertising management
 
Filafinal
FilafinalFilafinal
Filafinal
 
Cadbury ms project
Cadbury ms projectCadbury ms project
Cadbury ms project
 
Cadbury final ppt
Cadbury final pptCadbury final ppt
Cadbury final ppt
 
Asian paints marketing ppt
Asian paints marketing pptAsian paints marketing ppt
Asian paints marketing ppt
 
Advertising management project nirma
Advertising management project   nirmaAdvertising management project   nirma
Advertising management project nirma
 

Recently uploaded

Sunlight Spectacle 2024 Practical Action Launch Event 2024-04-08
Sunlight Spectacle 2024 Practical Action Launch Event 2024-04-08Sunlight Spectacle 2024 Practical Action Launch Event 2024-04-08
Sunlight Spectacle 2024 Practical Action Launch Event 2024-04-08LloydHelferty
 
GESCO SE Press and Analyst Conference on Financial Results 2024
GESCO SE Press and Analyst Conference on Financial Results 2024GESCO SE Press and Analyst Conference on Financial Results 2024
GESCO SE Press and Analyst Conference on Financial Results 2024GESCO SE
 
05.02 MMC - Assignment 4 - Image Attribution Lovepreet.pptx
05.02 MMC - Assignment 4 - Image Attribution Lovepreet.pptx05.02 MMC - Assignment 4 - Image Attribution Lovepreet.pptx
05.02 MMC - Assignment 4 - Image Attribution Lovepreet.pptxerickamwana1
 
Testing with Fewer Resources: Toward Adaptive Approaches for Cost-effective ...
Testing with Fewer Resources:  Toward Adaptive Approaches for Cost-effective ...Testing with Fewer Resources:  Toward Adaptive Approaches for Cost-effective ...
Testing with Fewer Resources: Toward Adaptive Approaches for Cost-effective ...Sebastiano Panichella
 
Don't Miss Out: Strategies for Making the Most of the Ethena DigitalOpportunity
Don't Miss Out: Strategies for Making the Most of the Ethena DigitalOpportunityDon't Miss Out: Strategies for Making the Most of the Ethena DigitalOpportunity
Don't Miss Out: Strategies for Making the Most of the Ethena DigitalOpportunityApp Ethena
 
Application of GIS in Landslide Disaster Response.pptx
Application of GIS in Landslide Disaster Response.pptxApplication of GIS in Landslide Disaster Response.pptx
Application of GIS in Landslide Disaster Response.pptxRoquia Salam
 
General Elections Final Press Noteas per M
General Elections Final Press Noteas per MGeneral Elections Final Press Noteas per M
General Elections Final Press Noteas per MVidyaAdsule1
 
Understanding Post Production changes (PPC) in Clinical Data Management (CDM)...
Understanding Post Production changes (PPC) in Clinical Data Management (CDM)...Understanding Post Production changes (PPC) in Clinical Data Management (CDM)...
Understanding Post Production changes (PPC) in Clinical Data Management (CDM)...soumyapottola
 
cse-csp batch4 review-1.1.pptx cyber security
cse-csp batch4 review-1.1.pptx cyber securitycse-csp batch4 review-1.1.pptx cyber security
cse-csp batch4 review-1.1.pptx cyber securitysandeepnani2260
 
Testing and Development Challenges for Complex Cyber-Physical Systems: Insigh...
Testing and Development Challenges for Complex Cyber-Physical Systems: Insigh...Testing and Development Challenges for Complex Cyber-Physical Systems: Insigh...
Testing and Development Challenges for Complex Cyber-Physical Systems: Insigh...Sebastiano Panichella
 
Scootsy Overview Deck - Pan City Delivery
Scootsy Overview Deck - Pan City DeliveryScootsy Overview Deck - Pan City Delivery
Scootsy Overview Deck - Pan City Deliveryrishi338139
 

Recently uploaded (11)

Sunlight Spectacle 2024 Practical Action Launch Event 2024-04-08
Sunlight Spectacle 2024 Practical Action Launch Event 2024-04-08Sunlight Spectacle 2024 Practical Action Launch Event 2024-04-08
Sunlight Spectacle 2024 Practical Action Launch Event 2024-04-08
 
GESCO SE Press and Analyst Conference on Financial Results 2024
GESCO SE Press and Analyst Conference on Financial Results 2024GESCO SE Press and Analyst Conference on Financial Results 2024
GESCO SE Press and Analyst Conference on Financial Results 2024
 
05.02 MMC - Assignment 4 - Image Attribution Lovepreet.pptx
05.02 MMC - Assignment 4 - Image Attribution Lovepreet.pptx05.02 MMC - Assignment 4 - Image Attribution Lovepreet.pptx
05.02 MMC - Assignment 4 - Image Attribution Lovepreet.pptx
 
Testing with Fewer Resources: Toward Adaptive Approaches for Cost-effective ...
Testing with Fewer Resources:  Toward Adaptive Approaches for Cost-effective ...Testing with Fewer Resources:  Toward Adaptive Approaches for Cost-effective ...
Testing with Fewer Resources: Toward Adaptive Approaches for Cost-effective ...
 
Don't Miss Out: Strategies for Making the Most of the Ethena DigitalOpportunity
Don't Miss Out: Strategies for Making the Most of the Ethena DigitalOpportunityDon't Miss Out: Strategies for Making the Most of the Ethena DigitalOpportunity
Don't Miss Out: Strategies for Making the Most of the Ethena DigitalOpportunity
 
Application of GIS in Landslide Disaster Response.pptx
Application of GIS in Landslide Disaster Response.pptxApplication of GIS in Landslide Disaster Response.pptx
Application of GIS in Landslide Disaster Response.pptx
 
General Elections Final Press Noteas per M
General Elections Final Press Noteas per MGeneral Elections Final Press Noteas per M
General Elections Final Press Noteas per M
 
Understanding Post Production changes (PPC) in Clinical Data Management (CDM)...
Understanding Post Production changes (PPC) in Clinical Data Management (CDM)...Understanding Post Production changes (PPC) in Clinical Data Management (CDM)...
Understanding Post Production changes (PPC) in Clinical Data Management (CDM)...
 
cse-csp batch4 review-1.1.pptx cyber security
cse-csp batch4 review-1.1.pptx cyber securitycse-csp batch4 review-1.1.pptx cyber security
cse-csp batch4 review-1.1.pptx cyber security
 
Testing and Development Challenges for Complex Cyber-Physical Systems: Insigh...
Testing and Development Challenges for Complex Cyber-Physical Systems: Insigh...Testing and Development Challenges for Complex Cyber-Physical Systems: Insigh...
Testing and Development Challenges for Complex Cyber-Physical Systems: Insigh...
 
Scootsy Overview Deck - Pan City Delivery
Scootsy Overview Deck - Pan City DeliveryScootsy Overview Deck - Pan City Delivery
Scootsy Overview Deck - Pan City Delivery
 

Advertising management