advertising management project - nirma

5/28/2018 Advertising Management Project - NIRMA

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AdvertisingManagement

Product: Nirma Washing Powder

Presented by-

Renuka Ubale-27

Anishks Alvares- !

"igi #eorge-$

Pranal Nikam -2


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Detergent Market Overview

The detergent market is approximately worth Rs.

13,000 Crore

Current growth rate is 12% - A.C. Nielsen


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Key Players


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WashingPowder

Premium

SurfExcel

Ariel

Popular

Tide Rin

LowerPrice

Wheel Nirma Fena Ghadi

Categorization


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Brand History

In 1980, Karsanbhai Khodidas Patel founded

Nirma in Gujarat

The high quality and low price of the detergent

added to its 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


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Achievements

Nirma was Indias largest selling detergent

brand for a decade until Surf overtook it in mid

2000s

Its price-based strategies have already spawnedcase studies in business schools across the world.


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Competitors

Immediate Competitors:

Wheel, Ghadi, Surf Excel, Rin, Tide & Ariel

Substitute Competitors:

Bars / Soaps & Liquid bottles


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Past Communication


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Sabki pasand Nirma

Latest TVC


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Competitors Communication

Wheel Lemon fragrance in clothes

Ghadi Pehle Isstemal karey phir vishwas

karey


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SWOT Analysis

Strengths: Strong Brand equity. Nirma is a Rs.17 billion umbrella brand

offering consumers a broad portfolio of products at multiple price

points in the Detergents, Soaps & Personal Care market.

Produces a range of industrial chemical products which primarily

serve as raw material or intermediates for Soaps & Detergents

business.

Previous market leadership in detergents market and fabric wash

industry and second largest player in Toilet soaps industry.

Wide distribution network. Long-term and strong relationship with customers, as well as

goodwill of the brand


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SWOT Analysis

Weaknesses:

Less presence in premium segment.

Lack global tie ups and thus lacking in export

markets.


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SWOT Analysis

Opportunities: Export products to developing & neighboring

countries.

Acquisition for strengthening its distribution tie

ups.

Entry into other categories like shampoos,

toothpaste, fabric whiteners.

Increase market share in premium segment bylaunching variants.


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SWOT Analysis

Threats:

MNCs coming to India particularly in the

Detergent industry.

Emergence of small but strong regional players.

Broad attack by HUL & P & G


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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


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Target Audience

Demographics:

Age: 25-50

Gender: Females

Occupation: Primary-Housewives

Secondary-Working women

SEC A, B & C


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Geographic segment: Tier I & Tier II cities in India

Psychographics:

Women seeking for a detergent with the best and fast

stain removal technology yet affordable

Lifestyle:

High priority for cost-effectiveness

Doesnt have enough time to spare for procedures likesoaking clothes overnight to remove stains


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Advertising Campaign


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Core insight

Remember that time when youre wearing white and

you suddenly & unintentionally stain it?

Dont you want to REVERSE that moment instantly?


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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


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Teaser Ad


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Print Ad 1 (Revealer)

Ab daag ke peeche bhaagna bandh


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Print Ad 2


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TVC

50 secs TVC

Channels to be aired on

Prime time shows on GECs(7-11pm)


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Radio Ad

Jingles:

Aajao thoda nirma ghulaale

Daago ko ye ulta bhagaade

Kapdo ko ye jhatse chamkaade

All the nirma fans dont miss this chance

Nirma whitenirma white.. Nirma white


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Radio Ad

In collaboration with Red FM 93.5- Bajate Raho!!

Contest- Stains ki bajate raho aur ulta bhagaate

raho with Nirma!

Listeners have to share their experiences whenthey wanted to bajao the stains that embarrass

them in daily life


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Ambient Ad

Magic Pen

Flash mob with people dressed as the Nirma girl


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Out Of Home Ads

Print ads will be depicted on billboards outside

malls & shopping bazaars, flyovers in Tier I and

Tier II cities across India


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Digital Media

Facebook Game App Washing Scramble

Twitter- Hashtag #StainsGoBack movement on

twitter

Instagram-Link Hashtag #StainsGoBackmovement on Twitter


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Media Planning Strategy

TVC ads rates (According to Channel & time)

- Preferable time slots 1-3pm & 9-11pm

Print ad rates

Radio spot rates

Mall activity rates

Outdoor ads ( Billboards & posters)


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THANK YOU

advertising management project - nirma

Documents