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Detergents

Detergents. Market Overview. 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. Category Spends. Source: MAP 2008 Period : Jan - Sep 08

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Detergents

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  1. Detergents

  2. Market Overview • 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

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

  4. Important Markets for Category Source: MAP 2008 Period: Jan - Sep 08 All Spends in Lakhs

  5. Market players

  6. Categorization

  7. The company • 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

  8. NIRMA – the brand • 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

  9. Business strategy

  10. Consumer products • Soaps • Detergents • Edible Salt • Scouring Products

  11. Industrial 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

  12. Soap • Nirma Bath Soap • Nirma Bath Soap • Nirma Lime Fresh Soap • Nima Rose • Nima Sandal • Nirma Beauty Soap

  13. Detergents • Nirma Washing Powder • Nirma Detergent Cake • Nirma Popular Detergent Powder • Nirma Clean Dish Wash Bar • NirmaBartan Bar • Super Nirma Detergent Cake • Nirma Popular Detergent Cake

  14. Past Communication

  15. Agency Handling Nirma • Creative & Media Agency - Purnima Advertising • Latest Agency - Taproot

  16. TV Channel & Programs Advertised Source: TAM Period: Jan – Dec 08

  17. Competitors Communication • Wheel – Lemon fragrance in clothes • Ghadi – “PehleIsstemalkareyphirvishwaskarey”

  18. Our Communication • 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

  19. TG & Market • Female 25 + • SEC B, C • Housewifes • Market: • Gujarat, Rajasthan, Uttar Pradesh, Madhya Pradesh, Chattisgarh and Jharkhand

  20. Radio • Theme – Mood up liftment • Tag Line – KapdeBolengeMithaasGholenge

  21. Radio spot

  22. In program integration • Mood up liftment (Theme for the day) • Contest • 1 lucky winner a day • Nirma gift hampers

  23. Activation “NIRMA MAA”

  24. On ground activity • Nirma sponsors Navratri • Best dressed girl is winner Presents Navratri 2009

  25. Newspaper • Previous day winners photograph would be published • Navratri winners of different locations get recognition across cities

  26. Mega event • Winners of nine days play together for grand finale • Winner gets Nirma gift hamper

  27. TV

  28. THANK YOU • Amritprabha Bafna • Vivek Jain • Suhila Shetty • ShubhanganiShukla

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