nirma media mix

of 17/17
NIRMA Media Marketing Analysis Group Name: YUDH – The War of Brands XLRI GMP Yogesh Tamhankar Utpal Bhowmick Dheeraj Bhasin Hemant Kumar

Post on 21-Oct-2014

6.055 views

Category:

Documents

6 download

Embed Size (px)

DESCRIPTION

 

TRANSCRIPT

Slide 1

NIRMA Media Marketing Analysis

Group Name: YUDH The War of BrandsXLRI GMP

Yogesh Tamhankar Utpal BhowmickDheeraj Bhasin Hemant Kumar

1

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

A DREAM

A REALITY

From

To

2

The Nirma Family

3

Marketing Communications and Brand Equity

4

Sender

Decoding

Media

Response

Feedback

RECEIVER

Encoding

Noise

Message

Promoter

Perception

Mediums

Buying

Feedback

Consumer

Positioning

Competition

Promotion

The Communication Channel : A Basic Approach

5

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.

7

NIRMAs Ad Campaign Analysis

AnalysisParameters

1970-80s

1990s

Latest

Communication Objectives

Category Need

Brand Awareness

Consolidate MarketMilk the Brand

Target Segment

RuralSegmentHousewives (25 40 y)

Rural + UrbanYoung GirlsHousewives (18 40 y)

UrbanHousewives + Working Women (18 50 y)

Symbolism Used

Little Girl,Housewife, Whiteness

ModernGirlsModern Buildings

Underwater Swimmers,Opera Music

Creative Strategy

Keep It SimpleProduct-in-useExp.

Transformational Appeal

Transformational Appeal

Core Benefits

CreateNeed,Value for Money

MarketPenetration

Repositioning

Consumer Response

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

Target Audience

Consumers shifting towards more sophisticated form of washing.

Communication Objective

To meet the consumer's growing aspirations and to allow consumers to upgrade to a better quality product.

Communication Design

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

11

NIRMA Media Mix

Nirma Media Mix

Introduction Stage

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

OBJECTIVEIncrease penetration

METHOD USEDAdvertisementRadio and TV advertisementBill boards

Word Of MouthPersonalDistributor Influence

Growth Stage

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

Maturity Stage

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%.

Thank You

Feedback & Questions