Professional Documents
Culture Documents
Page 1
Page 2
Washing powder Nirma, Washing powder Nirma; Doodh si safedi Nirma se aaye, rangeen kapda bhi khil-khil jaye; Rekha, Jaya, Meena aur Sushma, Sabki pasand Nirma
The kind of impact that Nirmas simple Dancing Girl advertisement managed to have on prospective buyers was phenomenal. It perhaps was the most famous audio-visual of its times. And it remained etched in the minds of people for a very long time. Advertisements of Nirma focus on the performance and cost effective features of the washing powder which has made it popular in most Indian households, who have been using it for many years now. This product is targeted for middle class and lower middle class population of India. Washing Powders have undergone a number of changes in terms of composition, advertising etc ever since they were first introduced. And consumer preferences have also changed accordingly with people more comfortable with more sophisticated brands. Yet, Nirma with its distinct yellow color (later which became blue) does crop up somewhere in the mind space of consumers, even nonusers. Nirma envisioned the vast Fabric Wash market segment and sensed a tremendous potential therein. Breadth of Brand Awareness- Brand usage This brand had been ranked as the Most widely distributed detergent powder brand in India. Brand Nirma has always been able to demonstrate his mass market presence. Nirma as a brand has few variants. Four of the more popular ones are Detergents, soaps, edible salt and scouring products. As a brand Nirma may be limited in its variants. But, its usages are plenty.
Brand PerformanceRatio of detergent to other constituent makes Nirma a unique product which is good in quality and reasonable in price. Nirma is also used as cleaning agent for floor etc. in
Page 3
In the country like India where majority of the population belongs to middle class and lower middle class Nirma is strongly positioned in this segment. Nirma for me scores on all the counts mentioned above. Compared to other product, Nirma is quite affordable. A packet of Nirma lasts longer as compared to any other washing powder; Kind of detergent used in it necessitates less quantity. Simple and non-sophisticated packaging contributes to reduced cost of Nirma. Nirma is never provided in paper box, customer buys it and store it in some box already available in house .That way customer need not to pay extra money for packaging which is non value adding for them. Its Cover saves it from moisture and humidity. Brand ImageryNirma has always been embedded in consumers mind in some or other part of consumers life. Nirma is always willing to cater to its customer from every segment. (a) Jyada Shakti Nirma: Initially Brand Nirma was targeted for low class and lower middle class segment of the population. (b) Super Nirma: Exploding the myth that better quality always demands higher price, Nirma introduced a spray-dried blue coloured washing powder in the premium segment, in 1996. Available in 25g, 500g and 1000g packs, this product out-classed its competitor brands. Though, priced almost 40 % lesser, thus providing a very attractive value-for-money proposition. This brand, within a short span of two years, had cornered substantial market share in the premium detergent segment and continues to perform well.
Page 4
Its advertisement focuses mainly housewives which is a major chunk of Indian population. Nirma entered in the production of beauty bars also. Sangeeta Bijlani, Sonali bendre, Deepti Bhatnagar are some of brand ambassadors of Nirma. Brand Judgments: Brand Nirma is always considered as a non sophisticated and high performing brand as compared to any other brand present in the market. Variety of Washing powders like Surf excel, Ariel, Tide are present in the market which can give tough competition to Nirma as they provide better performance. But brand Nirma is strategically positioned so well in its customer segment that it can sustain its position in the market, after being few of its customers switching to other products. If a Lot of customers shift to premium product range another set of customer shift to Nirma. a) Brand Quality- Nirma is famous for providing high quality in terms of money spend on the product or we can say High value for money preposition. It has an image of being a performer in any odd situation. b) Brand Credibilitya. Perceived expertise- Nirma is a Market Leader. It always been very successful in giving tough competition to its counterparts like Fena, More, Hepoline etc .It always added innovation to its products and gave a specific product for specific customer segment e.g. Super Nirma and
Page 5
Page 6
Page 7