Advertisement and Promotional Strategies used for
Nirma Washing Powder
Ms. Deepti Srivastava
The success story of Nirma starts from its beginning. In 1969, Karsanbhai Patel tries his hand at making phosphate-free detergent powder. The product was named as Nirma (after Mr. Patel’s daughter Nirupama), a brand which today commands a value of Rs.4,840 crore. The product line of Nirma holds an array of consumer products ranging from cosmetics, soaps, detergents, salt and soda ash. Along the way, the Nirma brand name has become almost synonymous with low-priced detergents and toilet soaps. Earlier the product was packed in polythene bags and was distributed within the reach of just 15 kms. Soon the distribution area widens and reached outside the boundaries of Gujrat. The detergent was priced at Rs. 3/- kg in competition to the other MNC brands costing Rs. 13/- kg. In less than ten years, Nirma became the top selling detergent in India. By 1999, the company had become the largest detergent manufacturer in India. It had more than 38% market share in the detergent segment. The best case of - Give your consumer what he wants, when he wants, where he wants and at the price he wants, selling will be done quite automatically. This is the marketing 'mantra' of Nirma.
Advertising and Promotional Strategy
Nirma's success is synonymous with its advertising and marketing strategy. 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 was featured on the pack. The white dancing girl, featured in Nirma's television advertising, is perhaps the most enduring image of Nirma. It’s simple and catchy jingle - Dudh si safedi Nirma se aye, rangin kapda bhi khil khil jaye –is socially accepted has continued to echo in the drawing rooms of middle-class Indian homes through the decades. While the jingle...
Please join StudyMode to read the full document