NIRMA Media Marketing Analysis discusses Nirma's journey from producing 15-20 packets of detergent per day in a small backyard to becoming one of the world's largest detergent companies producing over 80,000 tons annually with a 38% market share in India. It outlines Nirma's use of advertising and media over different stages of growth, initially relying on word of mouth, demonstrations, and radio advertising, later incorporating television, billboards, and packaging changes. The document also notes Nirma's consistent use of the same jingle and radio spot for over 35 and 28 years respectively to create emotional attachment with consumers.

1. NIRMA Media Marketing AnalysisGroup Name: YUDH – The War of BrandsXLRI GMPYogesh Tamhankar Utpal BhowmickDheeraj BhasinHemant Kumar

2. Nirma : A JourneyFromToBackyard of a Small HouseBecoming One of World’s Largest and Most Integrated Detergent Comp.15-20 Packets – A dayOver 80000 Tons Annually with 38% Market ShareA DREAMA REALITY

3. The Nirma Family

4. Marketing Communications and Brand Equity

5. The Communication Channel : A Basic ApproachMediaMediumsSenderRECEIVERPromoterConsumerDecodingEncodingMessagePerceptionPositioningPromotionNoiseCompetitionResponseFeedbackBuyingFeedback

6. NIRMA Advertising Through the Eras

7. NIRMA Advertising Through the ErasThe 1970-80’s NIRMA did not have a cost in its initial budget for advertising.

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

9. 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.NIRMA’s Ad Campaign Analysis

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

14. Nirma Media MixIntroduction StageOBJECTIVE

15. Reach Geographical dispersed buyers

16. METHOD USED

17. Advertisement