nirma media mix
Post on 21-Oct-2014
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NIRMA Media Marketing Analysis
Group Name: YUDH The War of BrandsXLRI GMP
Yogesh Tamhankar Utpal BhowmickDheeraj Bhasin Hemant Kumar
Nirma : A Journey
Backyard of a Small House
Becoming One of Worlds Largest and Most Integrated Detergent Comp.
15-20 Packets A day
Over 80000 Tons Annually with 38% Market Share
The Nirma Family
Marketing Communications and Brand Equity
The Communication Channel : A Basic Approach
NIRMA Advertising Through the Eras
NIRMA Advertising Through the ErasThe 1970-80s
NIRMA did not have a cost in its initial budget for advertising. Initial Advertising was word of mouth marketing and educating rural people about the use of detergents. By the late 70s as televisions slowly started to spread into rural India, so did the Nirma ad campaign, with its simple message and catchy jingle.
NIRMAs Ad Campaign Analysis
Consolidate MarketMilk the Brand
RuralSegmentHousewives (25 40 y)
Rural + UrbanYoung GirlsHousewives (18 40 y)
UrbanHousewives + Working Women (18 50 y)
Little Girl,Housewife, Whiteness
Underwater Swimmers,Opera Music
Keep It SimpleProduct-in-useExp.
CreateNeed,Value for Money
Awareness, Knowledge, Purchase
Knowledge,Liking, Preference, Purchase
Liking, Conviction, Purchase
Some facts about NIRMAs Ad Campaign
Dudh si safedi NIRMA se aaye, Rangin kapda bhi khil khil jaaye. Sabki pasand 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.
The Launch of Super NIRMA
Super Nirma Advertisement Analysis
Consumers shifting towards more sophisticated form of washing.
To meet the consumer's growing aspirations and to allow consumers to upgrade to a better quality product.
a) Message Strategy
get clothes cleaner - Rational resultsof use experience
b) Creative Strategy
Super Mummy can clean any kind of dirt from clothes.
c) Message Source
Boyis building conviction that the clothes can be cleaned.
Communication Objective Category Need, Brand Awareness, Brand Attitude, Brand Purchase IntentionMessage Strategy Points of parity & difference
NIRMA Media Mix
Nirma Media Mix
OBJECTIVEReach Geographical dispersed buyers
METHOD USEDAdvertisementRadioWall paintingVans/Trains Direct and Interactive marketingPersonal SellingExpert Channel Changing Washing Habits.Product DemonstrationSales promotionPrize Draw Introduce bucket scheme to promote product hamperMoney back guarantee promotion scheme
Nirma Media Mix
METHOD USEDAdvertisementRadio and TV advertisementBill boards
Word Of MouthPersonalDistributor Influence
Nirma Media Mix
OBJECTIVE Maintain Market Share
METHOD USEDAdvertisement 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
Today NIRMA as a Brand
One of the Worlds largest and most integrated manufacturer of detergent and toiletriesOne of the largest Player of Indian detergent market with a share of 38%.Second largest toilet soap marketer of the country with a share of 20%.
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