 The premium detergent market is pegged at Rs. 900 Cr.  Growing at 12 % - A.C Nielson  Key Players : HUL’s Surf Excel, Rin, Wheel P & G’s – Ariel,

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Presentation transcript:

 The premium detergent market is pegged at Rs. 900 Cr.  Growing at 12 % - A.C Nielson  Key Players : HUL’s Surf Excel, Rin, Wheel P & G’s – Ariel, Tide Source: Hindu Sep 2008

Source: MAP 2008 Period: Jan - Sep 08 All Spends in Crs

Source: MAP 2008 Period: Jan - Sep 08 All Spends in Lakhs

Washing Powder Super Premium Surf Excel ArielPopularTideRin Lower Price WheelNirmaFenaGhadi

Gujrat based Karsanbhai Patel An independent detergent Attractive package at an affordable price Its price-based strategies have already spawned case studies in business schools across the world

 It’s the third largest detergent player selling after HUL & P&G  Nirma rules in lower price segment  Its market share has grown from 38% to 43% over the past years  It believed in the power of positive word of mouth from satisfied users of our products

Value for money Market Creation Backward Integration Marketing and distribution

NIRMA Consumer Products Industrial Products

 Soaps  Detergents  Edible Salt  Scouring Products

 LAB ( Linear Alkyl Benzene )  AOS ( Alfa Olefin Sulfonate )  Sulfuric Acid  Glycerin  Soda Ash  Pure salt  Vacuum Evaporated Iodized Salt  SSP ( Single Super Phosphate )  Sodium Silicate

 Nirma Bath Soap  Nirma Lime Fresh Soap  Nima Rose  Nima Sandal  Nirma Beauty Soap

 Nirma Washing Powder  Nirma Detergent Cake  Nirma Popular Detergent Powder  Nirma Clean Dish Wash Bar  Nirma Bartan Bar  Super Nirma Detergent Cake  Nirma Popular Detergent Cake

 Creative & Media Agency - Purnima Advertising  Latest Agency - Taproot

Source: TAM Period: Jan – Dec 08

 Wheel – Lemon fragrance in clothes  Ghadi – “Pehle Isstemal karey phir vishwas karey”

 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

 Female 25 +  SEC B, C  Housewifes  Market:  Gujarat, Rajasthan, Uttar Pradesh, Madhya Pradesh, Chattisgarh and Jharkhand

 Theme – Mood up liftment  Tag Line – Kapde Bolenge Mithaas Gholenge

 Mood up liftment (Theme for the day)  Contest  1 lucky winner a day  Nirma gift hampers

“NIRMA MAA”

 Nirma sponsors Navratri  Best dressed girl is winner Presents Navratri 2009

 Previous day winners photograph would be published  Navratri winners of different locations get recognition across cities

 Winners of nine days play together for grand finale  Winner gets Nirma gift hamper

 Amritprabha Bafna  Vivek Jain  Suhila Shetty  Shubhangani Shukla