The document provides information about Nirma, an Indian detergent and personal care products company. It discusses Nirma's founding in 1969 by Karsanbhai Patel, who started the company as a sole proprietorship making detergent powder. It details Nirma's growth into one of the largest FMCG brands in India with a 38% market share in detergents and 20% share in soaps. The document also outlines Nirma's brand ambassador strategies, advertising campaigns and media strategies over the decades as it established itself as an affordable yet high-quality brand among Indian consumers.

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2. a
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3. PRESENTED BY
• Aditya Suresh – 186
• Akash Gupta – 188
• Alankar Das – 190
• Akshay Sharma – 189
• Shikha Rai - 161
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MISSION

4. COMPANY PROFILE
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MISSION
TYPE : PUBLIC COMPANY
FOUNDED : 1969
HEADQUARTERS : AHMEDABAD, INDIA
KEY PEOPLE : KARSANBHAI PATEL
REVENUE : 5008 CRORE

5. ABOUT THE CEO
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MISSION
• Born in Gujarat
• Started Nirma as one man operation (sole-
proprietorship)
• Had good knowledge of chemicals
• In beginning, prepared the detergent
powder with his own hands & went door to
door to sell
• Gave money back guarantee with every
pack
• Sold every pack for Rs. 3/kg when cheapest
detergent(Surf of HLL) was avl. For Rs.
13/kg
Karsanbhai Patel

6. ABOUT THE LOGO
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MISSION
•Low resolution logo conveyed that
company sells affordable products
•It signified ‘Value for money’ to
customers
•Nirma was committed in creating &
maintaining long-lasting
relationships with customers
•Also signified that it was something
relating to clothes

7. MISSION
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MISSION
“A STATEMENT OF MISSION SUSTAINED
INNOVATION AND UNCEASING EFFORT TO
DELIVER BETTER VALUE TO
CUSTOMERS,THROUGH BETTER PRODUCT
QUALITY”

8. SUCCESS JOURNEY
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MISSION
• 1969-1985 : Innovation, Creation & Foundation
• Launched Nirma detergent cake as line extension
• 1986-2004 : Expansions, Extensions & Consolidation
• Nirma ‘Super Detergent’ launched
• Launched Nirma beauty soap
• In 1997 launched ‘Nima Beauty soap’ which became a
huge success
• In 2000 launched ‘Nirma Shudh salt’

9. PRODUCTS
EEN DETERGENT POWDER
SUPER NIRMA
ETERGENT POWDER
DETERGENT CAKE
DETERGENT POWDERS BATHING SOAP OTHER PRODUCTS
INDUSTRIAL
PRODUCTS
NIRMA POPULAR
ETERGENT POWDER
NIRMA
ETERGENT POWDER
NIRMA
WASHING POWDER
NIRMA DETERGENT
CAKE
SUPER NIRMA
DETERGENT CAKE
NIRMA BARATAN BAR
NIRMA CLEAN
NIRMA BATH SOAP
NIRMA BEAUTY SOAP
NIRMA LIME
NIRMA ROSEE
NIRMA HERBAL
NIRMA SANDLE
NIRMA BEAUTY
SHAMPOO
NIRMA SHIKAKAI
NIRMA TOOTHPASTE
NIRMA SUDDH SALT
LINER ALKYL BENZEN
SULPHURIC ACID
GLYCERIN
PATTY ACID
SODA ASH
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10. MARKET SHARE
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• Gross sale of over Rs. 2400 crores
• Largest player of Indian detergent market
with 38% share
• One of world’s largest & most integrated
manufacturer of detergent & toiletries
• Second largest toilet soap marketer of India
with 20% share
• 9th largest FMCG brand of country

11. a
Sonali Bendre
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Sangeeta Bijlani
BRAND AMBASSADOR

12. a
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BRAND AMBASSADOR
Preeti Jhangiani Hansika Motwani

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PRINT ADS

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TELEVISION ADS

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TELEVISION ADS

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TELEVISION ADS

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TELEVISION ADS

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TELEVISION ADS

19. NIRMA ADVERTISING
THROUGH
THE ERAS
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20. NIRMA’S AD CAMPAIGN ANALYSIS
Analysis
Parameters
1970-80’s 1990’s Latest
Communication
Objectives
Category Need Brand Awareness Consolidate Market
Milk the Brand
Target Segment Rural Segment
Housewives (25– 40 y)
Rural + Urban
Young Girls
Housewives (18 – 40 y)
Urban Housewives +
Working Women (18 –
50 y)
Symbolism Used Little Girl,
Housewife , Whiteness
Modern Girls
Modern Buildings
Underwater
Swimmers, Opera
Music
Creative Strategy Keep It Simple
Product-in-use Exp.
Transformational Appeal Transformational
Appeal
Core Benefits Create Need,
Value for Money
Market Penetration Repositioning
Consumer
Response
Awareness, Knowledge,
Purchase
Knowledge, Liking,
Preference, Purchase
Liking, Conviction,
Purchase
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21. THE LAUNCH OF SUPER NIRMA
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22. ADVERTISING AGENCY
Target Audience Consumers shifting towards more
sophisticated form of washing.
Communication Objective To meet the consumer's growing
aspirations and to allow consumers to
upgrade to a better quality product.
Communicat
ion Design
a) Message
Strategy
“Get clothes cleaner” - Rational results of
use experience
b) Creative
Strategy
“Super Mummy” can clean any kind of dirt
from clothes.
c) Message
Source
Boy is building conviction that the clothes
can be cleaned.
ADVERTISEMENT ANALYSIS
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23. NIRMA MEDIA MIX
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24. ADVERTISING AGENCY
INTRODUCTION STAGE
•OBJECTIVE
•Reach Geographical dispersed buyers
•METHOD USED
•Advertisement
•Radio
•Wall painting
•Vans/Trains
•Direct and Interactive marketing
•Personal Selling
•Expert Channel –Changing Washing Habits.
•Product Demonstration
•Sales promotion
•Prize Draw
• Introduce bucket scheme to promote product hamper
•Money back guarantee promotion scheme
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25. ADVERTISING AGENCY
GROWTH STAGE
• OBJECTIVE
•Increase penetration
• METHOD USED
•Advertisement
•Radio and TV advertisement
•Bill boards
• Word Of Mouth
•Personal
•Distributor Influence
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26. MATURITY STAGE
• OBJECTIVE
• Maintain Market Share
• METHOD USED
•Advertisement
• Advertisement utilizing popularity of the T.V. Soaps
• Advertisement emphasizing experience of using Nirma.
• Packaging- New and Improve look
• Logo, New Seal package
• Enhance Distribution network to increase influence.
• New Product- Super Nirma
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27. ADVERTISING AGENCY
•Purnima is the advertising agency ( last
30 years)
• Consistently focusing on the value-for-
money angle.
•‘Dudh si safedi Nirma se aye, rangeen
kapda bhi khil khil jaye’ has continued
to echo in the drawing rooms of middle-
class Indian homes through the decades.
•The jingle, which was first aired on radio
in 1975, was broadcast on television in
1982
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28. REVOLUTION PERIOD
1. In 2009, brand Nirma got an
image makeover as TapRoot India,
the venture group of Agnello Dias
and Santosh Padhi, took over the
reins of the advertising mandate.
2.The brief given to the agency by
Nirma was to create an
advertisement that matched up to
the increasing aspirational levels of
its customers, but giving it a
modern look.
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29. REVOLUTION PERIOD
3. The ‘Jayas, Hemas and
Sushmas’ of the world were
replaced by Russian ballet
dancers, performing underwater to
some opera music in the
background.
4. The original Nirma jingle also
got a modern twist.
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30. PROMOTION
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• Featured a lady washing a garment
• Daughter was featured on the pack
• Focuses on value-for-money
• One of the oldest and catchy jingle first aired on radio in
1975, was broadcast on television in 1982
• Nirma Consumer Care Limited

31. RECENT DEVELOPMENT
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 Company relaunched Nirma Yellow Washing
Powder and Nirma Beauty Soap .
 Nirma Yellow Powder is being re-launched with
improved formulation and new advertising.
 Nirma Beauty Soap is being re-launched with a
new shape, fragrance and a smarter, brighter
pack to improve shelf visibility
 Acquired Searles Valley Minerals Operations
and Searles Valley Minerals

32. FAILURE OF NIRMA
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 Company relaunched Nirma Yellow Washing
Powder and Nirma Beauty Soap .
 Nirma Yellow Powder is being re-launched with
improved formulation and new advertising.
 Nirma Beauty Soap is being re-launched with a
new shape, fragrance and a smarter, brighter
pack to improve shelf visibility
 Acquired Searles Valley Minerals Operations
and Searles Valley Minerals

33. ACHIEVEMENT
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• Awarded by ICMA “Excellence in water resource management in
chemical industry” for the year 2002-03.
• Awarded by Gujarat Safety council for “Gujarat Safety Award”
for year 2003-04.
• Awarded by Saurashtra chamber of commerce and industry.
• As on 9001 : 2000 company awarded by TUV – Germany ,
Thailand .
• Udhyog Ratna Award
• Development of green belt with more than 18000 trees in salty
land.

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