The document summarizes the marketing plan for Nirma detergent powder. It discusses the detergent market overview, Nirma's brand history and past achievements as India's largest selling detergent brand. The objective of the new campaign is to reposition Nirma as a powerful stain remover and refresh its image of simplicity and joy. The target audience are housewives and working women aged 25-50 in tier 1 and 2 cities. Different elements of the advertising campaign like teaser ads, print ads, TVC, radio spots and ambient activities are outlined. Media planning rates for TV, print, radio and mall promotions are also mentioned.

1. Advertising Management
Product: Nirma Washing Powder

2. Detergent Market Overview
• The detergent market is approximately worth
Rs. 13,000 Crore
• Current growth rate is 12% - A.C. Nielsen

3. Key Players

4. Categorization
Washing
Powder
Super
Premium
Surf
Excel
Ariel
Popular
Tide Rin
Lower
Price
Wheel Nirma Fena Ghadi

6. 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

7. 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

8. Competitors
• Immediate Competitors:
• Sustitute Competitors

9. Past Communication

10. “Sabki pasand Nirma”
• Latest TVC

11. Competitor’s Communication
• Wheel – Lemon fragrance in clothes
• Ghadi – “Pehle Isstemal karey phir vishwas
karey”

12. SWOT Analysis

13. 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

14. 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

15. Target Audience
• Demographics:
Age: 25-50
Gender: Females
Occupation: Primary-Housewives
Secondary-Working women
Income group: SEC A & B

16. • 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

17. Advertising Campaign

18. Teaser Ad

19. Print Ad 1 (Revealer)

20. Print Ad 2

21. TVC

22. Radio Ad

23. Ambient Ad
• Magic Pen
• Flash mob with people dressed as the nirma
girl

24. Media Planning
• TVC rates (According to Channel & time)
• Print ad rates
• Radio spot rates
• Mall activity rates