Nirma washing powder, established in 1969, has become a market leader in the mid-priced detergent sector in India, known for its value-for-money offerings. Utilizing a comprehensive marketing mix strategy, Nirma focuses on product quality, competitive pricing, and extensive distribution channels while implementing aggressive promotional campaigns. The brand has successfully penetrated both urban and rural markets, ensuring accessibility and appealing to mass consumers through affordable pricing and effective marketing techniques.

2. INTRODUCTION
• Nirma washing powder is a product produced by its parent company Nirma. It is associated with FMCG industry
as it is a home care brand.
• The brand is of Indian origin and was introduced in the consumer market in the year 1969 via door-to-door
selling by its inventor Karsan bhai Patel.
• He went on to create his own private company Nirma Ltd that later became the owner of several products
including Nirma washing powder.
• It has been able to gain market leadership in the mid-priced sector of detergents.
• Nirma is a brand that is synonymous with value-for-money as it believes in offering better value and product at
lowest possible prices.

3. THEORY OF MARKETING MIX
• It is a marketing tool that combines a number of
components in order to strengthen and solidify a product's
brand and to help sell the product or service.
• This was called the four p's, representing product, price,
promotion and place. In the 1990s, however, the definition
of marketing mix became the four c’s.
• All these components are considered part of the marketing
mix theories because the creator of the theories believes
that these are things that companies have to consider
when marketing their product or service.
• To use any marketing mix, all you need to do is consider
the criteria in relation to your product or service, your
company, and your customers.

4. PRODUCT IN THE MARKETING MIX OF NIRMA
• By the year 2000 nirma washing powder occupied 30% of
the total market share in the detergent segment and in the
year 2004 was able to sell nearly 800,000 tonnes of its
product.
• The company offers a unique product that has a
phosphate-free formulation and is environment-friendly.
• The product portfolio of nirma in detergent sector includes
the following-
• Nirma green detergent powder
• Nirma popular detergent cake
• Super nirma washing powder
• Nirma detergent cake
• Nirma washing powder
• Super nirma detergent cake
• Salt

5. PLACE IN THE MARKETING MIX OF NIRMA
• Nirma washing powder has a pan-India presence that has
spread to every nook and corner of India. It operates via its
headquarters based at Ahmedabad in Gujarat.
• It created a deep penetration channel that started initially
by capturing the rural market that was by that time still
untapped.
• To cut down its cost the company started supplying the
products directly to distributors in their own transports,
thus eliminating intermediaries.
• Currently, its distribution channel includes services of
dealers, agents, wholesalers, and retailers. The
products are easily available at grocery shops,
hypermarkets, corner shops, malls, and supermarkets.

6. PRICE IN THE MARKETING MIX OF NIRMA
• Nirma for its washing powder segment has targeted mass
consumer market that is associated with the economy
segment as its target customer.
• Nirma washing powder has positioned itself as a brand
offering quality product at reasonable prices.
• The company has adopted penetration pricing policy and
has kept its product prices at very reasonable and
affordable rates that were unheard before its own launch.
• This has helped it to deal with its competitors successfully
as its product prices are anytime lower than the prices set
up by rival brands.

7. PROMOTIONS IN THE MARKETING MIX OF NIRMA
• Nirma has adopted an aggressive marketing policy
for nirma washing powder and it includes both ATL
and BTL plans.
• It has created some good commercials that are
shown via television channels, radio, newspapers,
magazines, leaflets, cinemas, hoardings, sides of
vehicles like bus and trams and billboards.
• Nirma washing powder has been immortalized by
its very popular tagline ‘Hema, Rekha, Jaya, aur
Sushma sabki pasand nirma, washing powder
nirma’.
• The brand realizes the power of celebrity
endorsement and has roped in Hrithik Roshan as its
brand ambassador with a new and catchy tagline
‘naye zamane ke ziddi daagon ke liye’.

8. CONCLUSION
• NIRMA HAS A SUCCESSFUL STORY- IT COVERED EVERY SECTOR AND ALL THE AREA OF
THE DOMESTIC MARKET. THE MAIN STRATEGY IS
• LOW PRICING
• BETTER QUALITY
• COVERED RURAL AREA
• AS FAR AS CUSTOMER LOYALTY IS CONCERNED, THE QUALITY AND UTILITY WERE THE
MAIN REASONS.