DETERGENT

POWDER MARKET
IN
INDIA
 CHARACTERISTICS
OF
INDIAN DETERGENT MARKET
Rural consumer is one who has limited educational background, is
exposed to limited products and brands.

Choosing price over quality and is influenced by word of mouth

communication.

Low per capita consumption.

New consumption patterns
all brands are participating in the race of detergent powder & cakes.

The changing consumption pattern shows the new improved lifestyle

of rural consumers.

The lifestyle of rural consumer is influenced by:

Increasing incomes & income distribution.

Marketers efforts to reach out & educate potential consumers.

The situation in which he or she utilizes the product.

DETERGENT MARKET an Indian
Perspective.
$ 23 Lakh Tonne Market.
vegetable oil-7 lakh tonne
&
16 lakh tonne-synthetic detergent

$ Synthetic Detergent Market.

Detergent Cakes- 40%
&
60% Washing Powder
 PLAYERS IN
DETERGENT MARKET
IN
INDIA
MARKET SHARE OWNED BY
DIFFERENT PLAYERS
 Segmentation of Detergent Market in
India

Premium Mid-Priced Mass Market

Ariel Ultramatic &Spring Clean Surf Excel Blue, Wheel, Fena,
Surf-Automatic & Quick Wash Tide, Stain Champion Nirma, Ghadi
 CONTRIBUTION OF VARIUOS
BRANDS
$ The Premium & Mid Priced segments -20% of volume share
& 35% of the Value Share.

$ The Economy (mass market) – 80% of volume share & 65%

of value share being Lion share of the market.
ARIEL
INTRODUCTION

$ Ariel was Launched by

P&G India in 1991.

$ Compact Detergent.

$ Enzyme Technology.

$ Superior cleaning in a
choice of fragrances.
NIRMA STORY

"Washing powder nirma,Washing

powder nirma,

Doodh si safedi nirma se aaye,

Rangeen kapde bhi khil khil jaye,

Sabki pasand nirama

Washing powder nirma,Washing

powder nirma.
NIRMA ……washing the competition away

Founded by Mr. Karsanbhai Patel.

Started in early 1970s.

HLL- being an MNC said, “That is not our

market”, “we need not be concerned”.

Nirma became the success story being one

man game and evolved as a national brand
soon after 1982.
 Strengths
Strong brand equity. Nirma is a Rs.
17 billion umbrella brand offering a
broad portfolio f of products as
multiple price points.
Market leadership in detergents &
fabric washes and second largest
player in toilet soaps market.
Wide distribution market.
Opportunities
Exports acquisitions for
strengthening its distribution tie-
ups.
Entry into other categories like
shampoos, toothpastes and fabric
whiteners.
Weakness
Highest interest burden.
Less presence iin premium
segment.
Lack of global tie ups and thus
finding hard to export markets.
Threats:
MNCs coming to India
particularly in toilet and soap
industry.
Emergence of small but strong
regional plaers.
WHEEL DETERGENT

Taking the Consumers for a spin.............................Hindustan lever

Wheel Was launched by HLL in

competition with Nirma to get the piece of
market back in various ways.

Communication was designed to

penetrate into lower middle class segment
saying green for extra dirty clothes.
RANGE OF WHEEL IN MARKET

Wheel Soap Wheel Lemon Power Wheel Power White

Wheel Lemon Power Sachet

 PROBLEMS OF “RURAL MARKETING”

$ Less par capita consumption.

$Low per Capita Income.

$Logistics (Transport & Handling)

$ Storage (Warehousing &

Commercial space). $ Product Positioning

$ Hierarchy of Markets
$ Market organization & Staff
$ Hold of Middle men

$ Lack of Financial Aid

$ Lack of Market information.

 MARKET AT A GLANCE
HLL’S Promotion:
Came up with an add saying 1 kg surf with 1 kg low-priced yellow
washing powder & showed that surf was better.

Based on Market Research: different colors of washing powder’s

association with different fabrics.
Yellow- middle class families.
Blue- middle & higher income level families for expensive clothes.
Green- for cleaning of extra-dirty clothes.

Based on this association HLL launched:

Sunlight- yellow
Wheel- green
Rin- blue
Surf ultra- white.
 The Benchmark in
Indian Detergent Market
Nirma was the lowest priced branded washing powder.

Nirma also had an impact on the upper middle & higher income
families for washing of inexpensive & linens.

However Nirma made all other consumer product companies sit

up an take a fresh look of their markets once again.

Nirma announced the results with their marketing strategy behind

the success.
Nirma a Grand success
Adequate Quality at an affordable price.

Unique selling proposition was PRICE PRICE & PRICE.

Against the industry growth of 15% Nirma achieved 30-35%
Backward Integration resulted in lowest cost detergent
manufacturer with 25% cost savings (Rs 0.8-1 bn year)
Packaging – Nirma 1 kg -18.00
- Nirma 500 gms -9.00
 Detergents & Cakes
For Rural Segment

For Premium
Segment

Salt Soaps Scouring Products

 Selling to Rural Markets
The firs P –Packaging being simple with no color and design.

The second P- Price, the brand was selling like a hotcakes and the
market for Nirma grew from 0% -61.6%.

The third P- Planning, comprehensive & widespread distribution

network, they ruled the rural market.

The fourth P-Promotion, Nirma used radio, posters, banners &

mobile vans as media options.
THANK
Y OU