2. INTRODUCTION:
Nirma is a group of companies based in
the city of Ahmedabad in western India
that manufactures products ranging from
cosmetics, soaps, detergents, salt, soda
ash, LAB and Injectibles. Karsanbhai Patel,
a well known entrepreneur and
philanthropist of Gujarat, started Nirma as
a one-man operation. Today Nirma has
over 15000 employees and a turnover of
over Rs. 3550 crores. In 2004, Nirma's
detergent approached 800,000 tonnes –
one of the largest volumes sold in the
world – under a single brand 'NIRMA'.
3. Company Profile
Starting as a one-product, one-man outfit from a 100 sq ft
(9.3 m2) room in 1969, Nirma became a very successful
company within three decades.The company had multi-
locational manufacturing facilities, and a broad product
portfolio under an umbrella brand – Nirma.The company's
mission to provide, "Better Products, BetterValue, Better
Living" contributed a great deal to its success.
Nirma successfully countered competition from HLL and
carved a niche for itself in the lower-end of the detergents
and toilet soap market.The brand name became almost
synonymous with low-priced detergents and toilet soaps.
4. However, Nirma realized that it would have to launch
products for the upper end of the market to retain its
middle class consumers who would graduate to the
upper end.
The company launched toilet soaps for the premium
segment. However, analysts felt that Nirma would not be
able to repeat its success story in the premium segment.
In 2000, Nirma had a 15% share in the toilet soap
segment and more than 30% share in the detergent
market. Aided by growth in volumes and commissioning
of backward integration projects, Nirma's turnover for
the year ended March 2000 increased by 17% over the
previous fiscal, to Rs. 12.17 bn.
5. Nirma Limited CEO, CFO, Executives & Contacts
Shrenikbhai Lalbhai
Non-Executive Independent Director Shri. Shrenikbhai K.
Lalbhai is Non-Executive Independent Director of Nirma
Ltd. Shri. Shrenikbhai K. Lalbhai is an industrialist.
Rakesh Patel
Non-ExecutiveVice Chairman of the Board Shri. Rakesh K.
Patel is Non-ExecutiveVice Chairman of the Board of
Nirma...
6. THEORY OF MARKETING MIX (4P’S)
"Marketing mix" is a general phrase used to describe the
different kinds of choices organizations have to make in the
whole process of bringing a product or service to market.
The 4 Ps is one way – probably the best-known way – of
defining the marketing mix, and was first expressed in 1960 .
The marketing mix and the 4 Ps of marketing are often
used as synonyms for each other. In fact, they are not
necessarily the same thing.
9. Using the 4Ps Marketing Mix
Model
The marketing mix model can be used to help you decide
how to take a new offer to market. It can also be used to
test your existing marketing strategy. Whether you are
considering a new or existing offer, follow the steps
below help you define and improve your marketing mix.
1. Start by identifying the product or service that you want
to analyze.
2. Now go through and answer the 4Ps questions – as
defined in detail above.
3. Try asking "why" and "what if" questions too, to
challenge your offer. For example, ask why your target
audience needs a particular feature. What if you drop
your price by 5%? What if you offer more colors? Why
sell through wholesalers rather than direct channels?
What if you improve PR rather than rely on TV
advertising?
10. Try asking "why" and "what if" questions too, to
challenge your offer. For example, ask why your target
audience needs a particular feature. What if you drop
your price by 5%? What if you offer more colors? Why sell
through wholesalers rather than direct channels? What if
you improve PR rather than rely onTV advertising?
Tip:
Check through your answers to make sure they are based
on sound knowledge and facts. If there are doubts about
your assumptions, identify any market research, or facts
and figures that you may need to gather.
11. 4. Once you have a well-defined marketing mix, try "testing" the
overall offer from the customer's perspective, by asking
customer focused questions:
Does it meet their needs? (product)
Will they find it where they shop? (place)
Will they consider it's priced favorably? (price)
And will the marketing communications reach them?
(promotion)
5. Keep on asking questions and making changes to your mix
until you are satisfied that you have optimized your
marketing mix, given the information and facts and figures
you have available.
6. Review you marketing mix regularly, as some elements will
need to change as the product or service, and its market,
grow, mature and adapt in an ever-changing competitive
environment.
13. PRODUCT QUALITY
Various dimensions of multi personality brand Nirma are
as follows:
a) Sincerity
b) Robust
c) Competence
d) Performer
e) Ruggedness
f) Powerful (ab jyada shakti Nirma)
14. PRODUCT DESIGN
It has a simple product design, it is designed as
per fine motor skills. The detergent cake are
designed in such a way that the entire cake is
under proper handling. It is not very large on thin
that it cannot be handled. Innovations are not
done in design of the product.
15. FEATURES
Available in abundance
Is able to delivery value what is asked from it
i.e., proper cleanliness
An unique feature of nirma detergent cake
are that they don’t dissolve easily with water
like other. Durability is high in terms of
soaking.
16. BRAND NAME
The brand got its name from “NIRUPAMA” i.eThe
daughter of Mr.Karsanbhai Patel(MD of Nirma)
Thus Brand name came into existence NIRMA
17. PACKAGING
For individual packaging is simple it is
available in pouchs.
For bulk purchases units are packed in boxes
for wholesalers.
19. RETURN AND WARRANTY
There is no return policy as per the
information given by customer care
Ahmedabad and other retailer stores
This a consumable durable so there is no
warranty
21. Highlights..
Initially, Nirma targeted rural area in 1970-1990’s.
Later on they they shifted their focus to lower and
middle urban areas.
From both sides that is company as well as the
customer there should be value proposition for
money.
They don’t provide allowances.
Credit terms was acceptable in cash as well as
cheque form dated maximum for a week and
minimum 3 days.
They have adopted Perceived value pricing method
and value pricing method.
23. Price to Retailers and
Distributors
Retailer Wholesaler
List price(for 1kg-
37Rs.)
34Rs. 32.745Rs.
Discount 10% 11.5%
Allowances - -
Payment period 1 week Have to pay on
next day
Credit terms Have to pay
cheque or cash
Cash or cheque
25. Principal Channel [Nirma
Products]:
Lowest Cost system in India
Speed in distribution
Flexibility
The NIMA range of products is marketed through a parallel
marketing network that comprises of more than 2000
distributors.
27. Distribution Channel
Availability of different
retail outlets across the
nation
To enhance trade
relations
To build up the retailer
base by providing
incentives
To develop programmes,
schemes etc
28. Channel Coverage
400 distributors covering more than 2 million
retailers
About 80% of Nirma’s distributors are
exclusive
Maintaining depots at Andhra Pradesh,Tamil
Nadu and Karnataka
29. Assortments
No. of products:
1. NirmaWashing Powder
2. Nirma Detergent cake
3. Nirma soaps
4. Nima soaps
5. Salt
6. Nirma Clean Dish Bar
7. Nirma Bartan Bar
30. Location
In Gujarat, the registered offices of Nirma
products are located at the following places:
i. Ahmedabad
ii. Rajkot
iii. Mehsana
iv. Baroda
v. Bhavnagar
31. Inventory
SodaAsh
LinearAlkyl Benzene
Packaging
Soaps
Detergents
Edible & Industrial Salt
AlphaOlefin Sulfonate
SulfuricAcid
Glycerin
Single Super Phosphate
Infusions
Injectables
CriticalCare Products
Medical Disposables
32. Transport Margin for channel partners
ThroughAutorickshaws
Nirma uses the low-cost
operations priority (along
with other competitive
priorities) to strategic
advantage
NCCL
Nirma
Nima
34. Nirma : A Journey
Backyard of a Small
House
Becoming One of
World’s 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
39. NIRMA Advertising Through the Eras
The 1970-80’s
• 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 70’s as televisions
slowly started to spread into
rural India, so did the Nirma ad
campaign, with its simple
message and catchy jingle.
40. NIRMA’s Ad Campaign Analysis
Analysis
Parameters
1970-80’s 1990’s Latest
Communicatio
n Objectives
Category Need Brand Awareness Consolidate Market
Milk the Brand
Target
Segment
Rural Segment
Housewives (25– 40 y)
Rural + Urban
Young Girls
Housewives (18 – 40 y)
Urban Housewives
+Working Women
(18 – 50 y)
Symbolism
Used
Little Girl,
Housewife , Whiteness
Modern Girls
Modern Buildings
Underwater
Swimmers, Opera
Music
Creative
Strategy
Keep It Simple
Product-in-use Exp.
Transformational
Appeal
Transformational
Appeal
Core Benefits Create Need,
Value for Money
Market Penetration Repositioning
Consumer
Response
Awareness,
Knowledge, Purchase
Knowledge, Liking,
Preference, Purchase
Liking, Conviction,
Purchase
41. Some facts about NIRMA’s 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.
43. 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.
Communicati
on Design
a) Message
Strategy
“get clothes cleaner” - Rational results of use
experience
b) Creative
Strategy
“Super Mummy” can clean any kind of dirt from
clothes.
c) Message
Source
Boy is building conviction that the clothes can
be cleaned.
45. Nirma Media Mix
Introduction Stage
•OBJECTIVE
•Reach Geographical dispersed buyers
•METHOD USED
•Advertisement
•Radio
•Wall painting
•Vans/Trains
•Direct and Interactive marketing
•Personal Selling
•Expert Channel –Changing Washing Habits.
•Product Demonstration
•Sales promotion
•Prize Draw
• Introduce bucket scheme to promote product hamper
•Money back guarantee promotion scheme
46. Nirma Media Mix
• OBJECTIVE
•Increase penetration
• METHOD USED
•Advertisement
•Radio andTV advertisement
•Bill boards
•Word Of Mouth
•Personal
•Distributor Influence
Growth Stage
47. Nirma Media Mix
• OBJECTIVE
• Maintain Market Share
• METHOD USED
•Advertisement
• Advertisement utilizing popularity of theT.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
48. Today NIRMA as a Brand …
One of theWorld’s largest and most
integrated manufacturer of detergent and
toiletries
One 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%.
Notes de l'éditeur
Communication Objective – Category Need, Brand Awareness, Brand Attitude, Brand Purchase IntentionMessage Strategy – Points of parity & difference