ADVERTISING MANAGEMENT Product: Nirma Washing Powder Presented by- Renuka Ubale-27 Anishks Alvares- 01 Digi George-09 Pranal Nikam -20
May 07, 2015
ADVERTISING MANAGEMENT
Product: Nirma Washing Powder
Presented by-
Renuka Ubale-27Anishks Alvares- 01Digi George-09Pranal Nikam -20
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 Ariel
Popular
Tide Rin
Lower Price
Wheel Nirma Fena Ghadi
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 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.
COMPETITORS Immediate Competitors: Wheel, Ghadi, Surf Excel, Rin, Tide & Ariel
Substitute Competitors: Bars / Soaps & Liquid bottles
PAST COMMUNICATION
“SABKI PASAND NIRMA”
Latest TVC
COMPETITOR’S 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: MNC’s 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 Doesn’t have enough time to spare for procedures
like ‘soaking clothes overnight’ to remove stains
ADVERTISING CAMPAIGN
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?
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 TVCChannels to be aired onPrime time shows on GEC’s(7-11pm)
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
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)- Preferable time slots 1-3pm & 9-11pm Print ad rates Radio spot rates Mall activity rates Outdoor ads ( Billboards & posters)
THANK YOU