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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....
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 deterg...
Achievements
• Nirma was India’s largest selling detergent
brand for a decade until Surf overtook it in
mid 2000’s
• Its p...
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 launch...
Repositioning Nirma
“Jhaag jo bhagaaye daag”
• We aim to build & communicate a new
message and reposition Nirma as the
pow...
Target Audience
• Demographics:
Age: 25-50
Gender: Females
Occupation: Primary-Housewives
Secondary-Working women
Inco...
• Geographics: Based in Tier I & Tier II cities in India
• Psychographics:
Seeking for a detergent with the best and fast...
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
Advertising management
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Advertising management

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Advertising management

  1. 1. Advertising Management Product: Nirma Washing Powder
  2. 2. Detergent Market Overview • The detergent market is approximately worth Rs. 13,000 Crore • Current growth rate is 12% - A.C. Nielsen
  3. 3. Key Players
  4. 4. Categorization Washing Powder Super Premium Surf Excel Ariel Popular Tide Rin Lower Price Wheel Nirma Fena Ghadi
  5. 5. 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
  6. 6. 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
  7. 7. Competitors • Immediate Competitors: • Sustitute Competitors
  8. 8. Past Communication
  9. 9. “Sabki pasand Nirma” • Latest TVC
  10. 10. Competitor’s Communication • Wheel – Lemon fragrance in clothes • Ghadi – “Pehle Isstemal karey phir vishwas karey”
  11. 11. SWOT Analysis
  12. 12. 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
  13. 13. 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
  14. 14. Target Audience • Demographics: Age: 25-50 Gender: Females Occupation: Primary-Housewives Secondary-Working women Income group: SEC A & B
  15. 15. • 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
  16. 16. Advertising Campaign
  17. 17. Teaser Ad
  18. 18. Print Ad 1 (Revealer)
  19. 19. Print Ad 2
  20. 20. TVC
  21. 21. Radio Ad
  22. 22. Ambient Ad • Magic Pen • Flash mob with people dressed as the nirma girl
  23. 23. Media Planning • TVC rates (According to Channel & time) • Print ad rates • Radio spot rates • Mall activity rates

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