The Nirma account started out in 1969 and since then it has expanded its detergents (cakes and powders), soaps, cleaning soap intermediates Alfa Olefin Sulphonate (AOS) to an even of Rs. 82 billion. Today, Nirma has a Rs. 17 billion show in the forex market and has been known as a marketing wonder. Nirma known because of its concentrate on cost effectiveness by integrating latest technology creation facilities with impressive marketing strategies to create top notch brands, has by approved MNCs like HLL, P&G to be the market leader (in terms of quantities) in this price-sensitive industry. In value conditions, Nirma holds 16% market talk about in the top quality detergents section.
The creation and marketing operations were divided in a number of closely kept group companies. In FY97, Nirma group restructured its functions and merged 4 companies, specifically Nilinta Chemicals Ltd, Nirma Detergents Limited, Nirma Soaps and Detergents Limited and Shiva Soaps and Detergents Limited, with its flagship Nirma Small. Kisan Industries, the only real separate detergent manufacturing facility has been merged with Nirma in March '00. Nirma now has all the detergent making facilities of the group, besides toilet cleaning soap/other commercial chemicals processing facilities and a modern packaging unit had by Kisan.
Marketing of products is completed through the 100% subsidiary, Nirma Consumer Treatment Limited (NCCL). NCCL is the licensee for using the trade markings and the brand Nirma, that happen to be possessed by Nirma Chemicals Pvt Ltd. NCCL's lease for the brand will maintain perpetuity, except in the event of Karsanbhai & Affiliates collateral stake in NCCL slipping below 51%.
GLANCENirma was the lowest priced branded cleaning natural powder. Nirma also acquired an impact on top of the middle & higher income people for cleaning of inexpensive & linens. However Nirma made all other consumer product companies remain up an have a fresh look of these markets once again. Nirma released the results using their online marketing strategy behind the success. The Standard inIndian Detergent MarketNirma a Grand successAdequate Quality at a realistic price. Unique advertising proposition was PRICE PRICE & PRICE. From the industry expansion of 15%.
PROMOTION OF NIRMA IN RURAL AREAS
Karsanbhai does not start up a marketing assault until his complete distribution network gets the product in place. Nirma believes in advertising only after they have launched a product set up. Their belief is the fact that nothing can be more irritating for a customer than to see a product publicized, and then think it is has not reached his grocer. Advertising just instructs people that a product is available. From then on, the product must stand on its own ft on quality and price. As television sets reach propagate in India during the overdue 1970s so too did Nirma's. The little young lady on the pack became a symbol that was almost general with a good quality, lowpriced detergent. A catchy jungle hammered home the meaning to millions of housewives. It was as if a down market consumer trend had taken off.
While advertising didn't appear as a cost in his preliminary costs, by the overdue 70's as tv sets slowly began to distributed into rural India, so does the Nirma ad campaign, with its simple concept and catchy jingle. By the first 80's Nirma became synonymous with good quality and low-price. The stockists were also accountable for promotions plus they funded 50% of promotional expenses because of their goods. Nirma's sales come to an interest rate of progress that was 2-3 times that of the industry generally. Due to all the above actions Nirma survived and flourished on what looked like a miniscule margin per product. The recent advert that is aired on tv set has been devised remember the psyche and selection of the middle category housewives. With the increase the acceptance of the T. V. Soaps and there amplified impact on their thinking and lifestyle, these serials have become an inseparable part of these lives. The brand new commercial has thus tried out to encash upon this very aspect. The commercial is a reflection of these soaps and in ways a mockery of the T. V. serials. Thus the commercial has been successful in attracting a large amount of the audience. Furthermore Nirma needed a "new and increased look" in its promotional activities which it includes efficiently achieved through this new commercial.
NIRMA STORY
"Washing powder nirma, Washing powder nirma,
Doodh si safedi nirma se aaye,
Rangeen kapde bhi khil khil jaye,
Sabki pasand nirama
Washing natural powder nirma, Washing powder nirma. NIRMA
This is the advertising campaign stage of nirma the business is using to attaract the rural consumers mainly and through this ad campaign this was typically the most popular detergent in the detergent market and rural people use to learn relating to this with the jingle associated with this advert. So Think of Nirma and the picture of a little young lady twirling around in her white frock with the familiar jingle 'Cleaning powder Nirma' involves mind. Perhaps one of the most recognisable Indian brands, Nirma's report is a classic example of the success of Indian entrepreneurship in the face of stiff competition. Nirma took on the might of big multinationals and wrote a new chapter in the Indian corporate and business history.
Nirma's success is synonymous using its marketing and advertising strategy. When Karsanbhai Patel, the founder of the brand, began providing his detergent powder, he made a decision to call it Nirma, produced from the name of his girl Nirupama. In the first years, the Nirma packet included a lady cleaning a garment. Later, however, the design was transformed and a graphic of his little princess was presented on the load up. The white dance girl, included in Nirma's television advertising, could very well be the most enduring image of the brand.
Nirma created an totally new market segment in the domestic marketplace and quickly emerged as a prominent market player. In line with this way of thinking, the recent two promotions have been conceptualised for Nirma detergent and Super Nirma.
Super Nirma Washing Powder ::. . .
Exploding the myth that 'better quality always demands higher price", Nirma launched a spray-dried blue coloured washing natural powder in the top quality portion, in 1996. Obtainable in 25g, 500g and 1000g packages, the product out-classed its competition brands. Though, listed almost 40 % less, thus providing an extremely attractive 'value-for-money' proposition. This brand, within a short span of 2 yrs, had cornered considerable market share in the superior detergent segment and continues to perform better in rural market which will be a big hit.
For getting ultimately more success in rural marketplaces company have to take care about the four P's of rural markets such for Packaging it is being simple without color and design. In order that rural people can identify it in a definite way that it's a washing natural powder with having a girl in skirt pasted on the packages.
The second P that is Price, the brand was selling just like a hotcakes and the marketplace for Nirma grew from 0% -61. 6% specially In rural areas and the prices are still establish only for the rural people in order that they are economically owned or operated this product.
The third P is Planning, detailed & widespread syndication network in order to ruled over the rural market.
The fourth P is Advertising, Nirma used radio, posters, banners & mobile vans as its press options to aware the rural people about their products.
The company is expecting on the advantages of the in-house creation of soda ash and Laboratory, which jointly constitute 63 percent of the full total costs of soaps and detergents. It really is expecting to raise its sales earnings by selling salt which is the by-product of soda pop ash. The business will be marketing the sodium called "Nirma Salt" on a platform of "affordability", which is common to all its other products. At this time Nirma Salt has been test advertised in rural regions of Gujarat.
Distribution Strategy in rural areas
Dealer
Whole seller
Agents
Retailer
For getting more customers Nirma using pursuing Promotional tools in rural market:
TV Commercial
Radio
News Paper
POP display
Wall panting
Contest in Melas or Haats
Video vans
Nirma offers a variety of products
Soaps
Detergents
Edible salts
Scouring products
SWOT Research OF NIRMA Cleaning Natural powder IN RURAL AREAS
Strengths:
Strong Brand equity. Nirma is a Rs. 17 billion umbrella brand offering consumers a broad collection of products at multiple price factors in the Detergents, Soaps & Personal Treatment market.
Produces a range of industrial chemical substance products which primarily serve as fresh material or intermediates for Soaps & Detergents business.
Market control in detergents market and cloth rinse industry and second greatest player in Toilet soaps industry.
Wide distribution network.
Weaknesses:
High interest burden.
Less occurrence in premium section.
Lack global link ups and thus without export marketplaces.
Opportunities:
Exports.
Acquisitions for conditioning its distribution link ups.
Entry into other categories like shampoos, toothpastes and cloth whiteners.
Threats:
MNCs arriving to India particularly in Toilet and Soap industry.
Emergence of small but strong regional players.
