Advertising Management

Presented byRenuka Ubale-27 Anishks Alvares- ! "igi #eorge- $ Pranal Nikam -2

Product: Nirma Washing Powder

Detergent Market Overview

The detergent market is approximately worth Rs. 13,000 Crore Current growth rate is 12% - A.C. Nielsen

Key Players

Categorization

Washing Powder

Premium Surf Excel

Popular

Lower Price Rin Wheel Nirma Fena Ghadi

Ariel

Tide

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

Achievements

Nirma was Indias largest selling detergent brand for a decade until Surf overtook it in mid 2000s Its price-based strategies have already spawned case studies in business schools across the world.

Competitors

Immediate Competitors: Wheel, Ghadi, Surf Excel, Rin, Tide & Ariel Substitute Competitors:

Bars / Soaps & Liquid bottles

Past Communication

Sabki pasand Nirma

Latest TVC

Competitors Communication

Wheel Lemon fragrance in clothes Ghadi Pehle Isstemal karey phir vishwas karey

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

SWOT Analysis
Weaknesses:

Less presence in premium segment. Lack global tie ups and thus lacking in export markets.

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.

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

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

Target Audience

Demographics: Age: 25-50 Gender: Females Occupation: Primary-Housewives Secondary-Working women SEC A, B & C

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 like soaking clothes overnight to remove stains

Advertising Campaign

Core insight
Remember that time when youre wearing white and you suddenly & unintentionally stain it? Dont you want to REVERSE that moment instantly?

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

Teaser Ad

Print Ad 1 (Revealer)
Ab daag ke peeche bhaagna bandh

Print Ad 2

TVC
50 secs TVC Channels to be aired on Prime time shows on GECs(7-11pm)

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

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

Ambient Ad

Magic Pen Flash mob with people dressed as the Nirma girl

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

Digital Media

Facebook Game App Washing Scramble Twitter- Hashtag #StainsGoBack movement on twitter Instagram-Link Hashtag #StainsGoBack movement on Twitter

Media Planning Strategy

TVC ads rates (According to Channel & time) Print ad rates Radio spot rates Mall activity rates Outdoor ads ( Billboards & posters)

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

THANK YOU