1. NIRMA Media Marketing Analysis Group Name: YUDH – The War of Brands XLRI GMP Yogesh Tamhankar Utpal Bhowmick Dheeraj Bhasin Hemant Kumar

2. Nirma : A Journey From To Backyard of a Small House Becoming One of World’s Largest and Most Integrated Detergent Comp. 15-20 Packets – A day Over 80000 Tons Annually with 38% Market Share A DREAM A REALITY

3. The Nirma Family

4. Marketing Communications and Brand Equity

5. The Communication Channel : A Basic Approach Media Mediums Sender RECEIVER Promoter Consumer Decoding Encoding Message Perception Positioning Promotion Noise Competition Response Feedback Buying Feedback

6. NIRMA Advertising Through the Eras

8. Initial Advertising was word of mouth marketing and educating rural people about the use of detergents.

10. Some facts about NIRMA’s Ad Campaign “Dudhsisafedi NIRMA se aaye, Ranginkapdabhikhilkhiljaaye. Sabkipasand NIRMA”..the same jingle has been used since the last 35 years. Same radio spot has been used consistently since the last 28 years. Strategy used to create an emotional attachment with the consumers.

11. The Launch of Super NIRMA

13. NIRMA Media Mix

15. Reach Geographical dispersed buyers

16. METHOD USED

17. Advertisement

18. Radio

19. Wall painting

20. Vans/Trains

21. Direct and Interactive marketing

22. Personal Selling

23. Expert Channel –Changing Washing Habits.

24. Product Demonstration

25. Sales promotion

26. Prize Draw

27. Introduce bucket scheme to promote product hamper

29. Increase penetration

30. METHOD USED

31. Advertisement

32. Radio and TV advertisement

33. Bill boards

34. Word Of Mouth

35. Personal

37. Maintain Market Share

38. METHOD USED

39. Advertisement

40. Advertisement utilizing popularity of the T.V. Soaps

41. Advertisement emphasizing experience of using Nirma.

42. Packaging- New and Improve look

43. Logo, New Seal package

44. Enhance Distribution network to increase influence.

46. Thank You Feedback & Questions