Nirma Media Mix

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  • Communication Objective – Category Need, Brand Awareness, Brand Attitude, Brand Purchase IntentionMessage Strategy – Points of parity & difference
  • Nirma Media Mix

    1. 1. NIRMA Media Marketing Analysis<br />Group Name: YUDH – The War of Brands<br />XLRI GMP<br />Yogesh Tamhankar <br />Utpal Bhowmick<br />Dheeraj Bhasin<br />Hemant Kumar<br />
    2. 2. Nirma : A Journey<br />From<br />To<br />Backyard of a Small House<br />Becoming One of World’s Largest and Most Integrated Detergent Comp.<br />15-20 Packets – A day<br />Over 80000 Tons Annually with 38% Market Share<br />A DREAM<br />A REALITY<br />
    3. 3. The Nirma Family<br />
    4. 4. Marketing Communications and Brand Equity<br />
    5. 5. The Communication Channel : A Basic Approach<br />Media<br />Mediums<br />Sender<br />RECEIVER<br />Promoter<br />Consumer<br />Decoding<br />Encoding<br />Message<br />Perception<br />Positioning<br />Promotion<br />Noise<br />Competition<br />Response<br />Feedback<br />Buying<br />Feedback<br />
    6. 6. NIRMA Advertising Through the Eras<br />
    7. 7. NIRMA Advertising Through the ErasThe 1970-80’s<br /><ul><li> NIRMA did not have a cost in its initial budget for advertising.
    8. 8. Initial Advertising was word of mouth marketing and educating rural people about the use of detergents.
    9. 9. By the late 70’s as televisions slowly started to spread into rural India, so did the Nirma ad campaign, with its simple message and catchy jingle.</li></li></ul><li>NIRMA’s Ad Campaign Analysis<br />
    10. 10. Some facts about NIRMA’s Ad Campaign<br />“Dudhsisafedi NIRMA se aaye, Ranginkapdabhikhilkhiljaaye. Sabkipasand NIRMA”..the same jingle has been used since the last 35 years.<br />Same radio spot has been used consistently since the last 28 years.<br />Strategy used to create an emotional attachment with the consumers.<br />
    11. 11. The Launch of Super NIRMA<br />
    12. 12.
    13. 13. NIRMA Media Mix<br />
    14. 14. Nirma Media Mix<br />Introduction Stage<br /><ul><li>OBJECTIVE
    15. 15. Reach Geographical dispersed buyers
    16. 16. METHOD USED
    17. 17. Advertisement
    18. 18. Radio
    19. 19. Wall painting
    20. 20. Vans/Trains
    21. 21. Direct and Interactive marketing
    22. 22. Personal Selling
    23. 23. Expert Channel –Changing Washing Habits.
    24. 24. Product Demonstration
    25. 25. Sales promotion
    26. 26. Prize Draw
    27. 27. Introduce bucket scheme to promote product hamper
    28. 28. Money back guarantee promotion scheme</li></li></ul><li> Nirma Media Mix <br />Growth Stage<br /><ul><li> OBJECTIVE
    29. 29. Increase penetration
    30. 30. METHOD USED
    31. 31. Advertisement
    32. 32. Radio and TV advertisement
    33. 33. Bill boards
    34. 34. Word Of Mouth
    35. 35. Personal
    36. 36. Distributor Influence</li></li></ul><li> Nirma Media Mix <br />Maturity Stage<br /><ul><li>OBJECTIVE
    37. 37. Maintain Market Share
    38. 38. METHOD USED
    39. 39. Advertisement
    40. 40. Advertisement utilizing popularity of the T.V. Soaps
    41. 41. Advertisement emphasizing experience of using Nirma.
    42. 42. Packaging- New and Improve look
    43. 43. Logo, New Seal package
    44. 44. Enhance Distribution network to increase influence.
    45. 45. New Product- Super Nirma</li></li></ul><li>Today NIRMA as a Brand …<br />One of the World’s largest and most integrated manufacturer of detergent and toiletries<br />One of the largest Player of Indian detergent market with a share of 38%.<br />Second largest toilet soap marketer of the country with a share of 20%.<br />
    46. 46. Thank You<br />Feedback & Questions<br />

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