advertising management project nirma

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ADVERTISING MANAGEMENT Product: Nirma Washing Powder Presented by- Renuka Ubale-27 Anishks Alvares- 01 Digi George-09 Pranal Nikam -20

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Page 1: Advertising management project   nirma

ADVERTISING MANAGEMENT

Product: Nirma Washing Powder

Presented by-

Renuka Ubale-27Anishks Alvares- 01Digi George-09Pranal Nikam -20

Page 2: Advertising management project   nirma

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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CATEGORIZATION

Washing Powder

Premium

Surf Excel Ariel

Popular

Tide Rin

Lower Price

Wheel Nirma Fena Ghadi

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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 India’s largest selling detergent

brand for a decade until Surf overtook it in mid 2000’s

Its price-based strategies have already spawned case 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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COMPETITOR’S 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

by launching variants.

Page 15: Advertising management project   nirma

SWOT ANALYSIS

Threats: MNC’s coming to India particularly in the

Detergent industry. Emergence of small but strong regional

players. Broad attack by HUL & P & G

Page 16: Advertising management project   nirma

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 Doesn’t have enough time to spare for procedures

like ‘soaking clothes overnight’ to remove stains

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ADVERTISING CAMPAIGN

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CORE INSIGHT

Remember that time when you’re wearing white and you suddenly & unintentionally stain it?

Don’t 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 TVCChannels to be aired onPrime time shows on GEC’s(7-11pm)

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RADIO AD

Jingles: 

Aajao thoda nirma ghulaaleDaago ko ye ulta bhagaadeKapdo ko ye jhatse chamkaadeAll the nirma fans don’t miss this chanceNirma white…nirma 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 when they 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 #StainsGoBack

movement 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