NIRMA

PRODUCT CATEGORY: DETERGENT BRAND STORY

INCEPTION: It was in 1969 that Dr. Karsanbhai Patel introduced Nirma and went on to create a whole new segment in the Indian domestic detergent market. The detergent powder market was pioneered in India by HLL's Surf in 1959.But by the 1970s, Nirma dominated the detergent powder market,simply by making the product available at an affordable price.

 Karsanbhai Patel was working as junior chemist in

Government laboratory. used to make detergent powder in the backyard of his house in Ahmedabad and then carry out door to door selling of his hand made product.
He gave a money back guarantee with every pack that

was sold.
Karsanbhai Patel managed to offer his detergent

powder for Rs. 3 per kg when the cheapest detergent at that time was Rs.13 per kg and so he was able to successfully target the middle and lower middle income segment.

 NAMING: he decided to call it Nirma, derived from

the name of his daughter Nirupama Nirma created an entirely new market segment in the domestic marketplace and quickly emerged as a dominant market player. Nirma focused on cost reduction strategies to make a place for itself in the market. Nirma has always been known for offering quality products at afforbable prices and thus creating good value for the consumers money.

 In 1990, Nirma entered the Indian toilet soaps market

with its Nirma Beauty soap.

By 1999, Nirma becameIndia's second largest

manufacturer of toilet soaps by acquiringa 15% share of the market.

Though way behind HLL's share of 65%,

Nirma'sperformance was remarkable as compared to Godrej, which had a share of 8%. By 1999-2000, Nirma had also garnered a 38% share of India's 2.4 million tonnes detergents market. HLL's share was 31% for the same period.

 Starting as a one man operation in 1969, Nirma

became a Rs 17 billion company within three decades. Thecompany s mission to provide, "Better Products, Better Value,Better Living" contributed a great deal to its success.

The various extensions As its journey continued, Nirma went ahead with category extension with new products in the premium segment. It entered into new line of toilet soaps. In 2000, the company also entered into the hair care segment with a product called Nirma Shikakai

.
Since the launch of Nirma detergent powder in 1969,

the Nirma portfolio has expanded to include fabric care products, personal care products, food products, packaging and chemicals.
However, the underlying philosophy remains

consistent to deliver value-for-money products to consumers.

Products of Nirma:

1. Consumer Products Soaps: Nirma Bath Soap, Nirma Beauty Soap, Nirma Lime Fresh Soap, Nima Rose, Nima Sandal Detergent: Nirma Washing Powder, Nirma Detergent Cake, Super Nirma Washing Powder, Super Nirma Detergent Cake, Nirma Popular Detergent Powder, Nirma Popular Detergent Cake Salt: Nirma Shudh Scouring Products: Nirma Clean Dish Wash Bar, Nima Bartan Bar

Brand Image & Positioning

 Think of Nirma and the picture of a little girl twirling

around in her whitefrock with the familiar jingle Washing powder Nirma comes to mind.
In the early years, the Nirma packet featured a lady

washing a garment. Later, however, the design was changed and an image of his daughter Nirupama was featured on the pack. The white dancing girl, featured in Nirmas television advertising, is perhaps the most enduring image of the brand.

Purnima is the advertising agency that has been handling brand Nirmas creative and media mandate for the last 30 years and has been consistently focussing on the value-for-money angle. Its simple and catchy jingle Dudh si safedi Nirma se aye, rangeen kapda bhi khil khil jaye has continued to echo in the drawing rooms of middle-class Indian homes through the decades.

While the jingle stresses on the product, it also salutes budgetconscious Indian housewife.

Though the brand has maintained a low profile yet iconic brand status, in 2009, brand Nirma got an image makeover as TapRoot India, the venture group of Agnello Dias and Santosh Padhi, took over the reins of the advertising mandate.
The brief given to the agency by Nirma was to create an advertisement that matched up to the increasing aspirational levels of its customers, but giving it a modern look. Thus, the Jayas, Hemas and Sushmas of the world were replaced by Russian ballet dancers, performing underwater to some opera music in the background. The original Nirma jingle also got a modern twist.

Parent Company Category Sector

Nirma Ltd Home Care brands- detergents FMCG

Tagline/ Slogan

Sabki Pasand Nirma, Washing Powder Nirma Product with low price without compromising on quality

USP

STP

Segment

Economy Segment

Target Group

All Indian households and laundry stores

Positioning

Quality at very affordable price

SWOT Analysis

Strength

1. Strong brand equity developed over the years 2. Wide distribution network 3. Market leadership in detergent market (mid priced segment) 4. Highly successful initial advertising campaign 5. In 2004, Nirma's detergent approached 800,000 tonnes one of the largest volumes sold in the world under a single brand 'NIRMA'. 1. Limited export market as compared to international brands 2. Unable to completely penetrate in premium segment because of image

Weakness

Opportunity

1. Export to developing /neighboring countries 2. Increase market share in premium segment by launching variants 1. Guerilla attack from local and independent producers 2. Broad attack from HUL and P&G 3. Growing income levels of India can cause shift to premium segment washing powders Competition 1.Ariel 2.Surf Excel 3.Tide 4.Wheel

Threats

Competitors