Communication Objective – Category Need, Brand Awareness, Brand Attitude, Brand Purchase IntentionMessage Strategy – Points of parity & difference
Nirma Media Mix
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 />
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 />
NIRMA Advertising Through the ErasThe 1970-80’s<br /><ul><li> NIRMA did not have a cost in its initial budget for advertising.
Initial Advertising was word of mouth marketing and educating rural people about the use of detergents.
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 />
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 />
Enhance Distribution network to increase influence.
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 />