ASSIGNMENT on MARKETING MANAGEMENT Case Study (Detergent Wars-Wheel v/s Nirma) Submitted to: Prof.Dhruv Chak Submitted by: Ankita Beri PGDM-I Sec.-A Roll no.-022 Assignment:
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The success story of Wheel is the classic case of a fair-and-square game played well by HUL. It comes across as an intelligent concoction of tactics and strategies and that is the essence of this case. It was a direct war between both the companies specially since HUL did not see Nirma as a competitor till the mid 1980’s. Hence‚ the efforts were desperate and straightforward- to give the consumer a better product at lower prices. This was a very hard task since Nirma had already gained acceptance
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Hindustan Unilever Ltd: The Wheel Saga MM I Individual Assignment (Weightage: 5%) In April 2009 at the Goafest‚ one of India’s top DJs‚ set the dance floor ablaze by playing a remix of the Nirma jingle. Truth though is he would have been better off playing a remix of the Wheel jingle that was inspired by the 1960s‚ Shammi Kapoor hit song Dekho Dekho Dekho from An Evening in Paris. That commercial‚ set in motion a Wheel that would roll on over the decades to become
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A Project Report on Deterjent & Satisfaction Survey of Nirma Ltd. HISTORY OF DETERGENT- The earliest detergent substance was undoubtedly water; after that‚ oils‚ abrasives such as wet sand‚ and wet clay. The oldest known detergent for wool-washing is stale (putrescent) urine. For the history of soap‚ see the entry thereon. Other detergent surfactants came from saponinsand ox bile. The detergent effects of certain synthetic surfactants were noted in 1913 by A. Reychler‚ a Belgian chemist
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NIRMA CASE STUDY The year: 1969. Karsanbhai Patel‚ the son of small-time farmer from Ruppur‚ Gujarat‚ tries his hand at making phosphate-free detergent powder out of a small shed in Saraspur‚ an Ahmedabad suburb. A chemist in a government lab‚ Patel’s entrepreneurial instincts drive him to moonlight for work that would soon become his real professional calling: making a low-cost detergent. When it came to giving a name to his labor of love‚ Patel decided to call it Nirma (after his daughter Nirupama)
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examine HUL’s Marketing strategy (STP) for Wheel since its inception and the reasons for the success of the brand. Solution: Wheel Powder was launched by Hindustan Unilever Ltd. in 1987 in response to the success of Nirma detergent powder - a local Indian brand launched in 1977 by Karsanbhai Patel‚ a well known entrepreneur and philanthropist of Gujarat. Nirma was introduced at a price that attracted the cost-conscious Indian consumer. Prior to 1988‚ Wheel had existed‚ for about a decade‚ in the
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HINDUSTAN UNILEVER LTD: THE WHEEL SAGA MM I INDIVIDUAL ASSIGNMENT Name: Ushasi Kundu Course: PGDM (2011-13) Section: B Roll No.: 11DM-192 Q1. Based on the case study above‚ critically examine HUL’s Marketing strategy (STP) for Wheel since its inception and the reasons for the success of the brand. Answer: In 1987‚ HUL launched its very famous product Wheel detergent. The Strategies followed by HUL to reach a point of success with the brand were: A. Innovative Segmenting Strategies
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SUCCESS STORY : SUCCESS STORY Karsanbhai Khodidas Patel‚ the founder of Rs. 2500 crore (US$ 500 million) “NIRMA” group. Believed in value for money equation Sells 8‚00‚000 tonnes of detergent powder every year Market share of 35% Market Size : Market Size Closest threat to HUL with 35% market share. Nirma and Nima with 32 variants are distributed through more than 2 million retail outlets‚ generating gross sales in excess of Rs.2600 crore. The company has reported 4% drop in sales and 13%
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that the rural consumers will only buy really cheap mass market brands. But the stark reality is that though brands like Nirma lead‚ but penetration of premium products has also been observed even to the lowest SEC. The percentages may be very small‚ but given the large universe‚ the actual figures may be significant Thus when we are aware of the fact that brands like Nirma rule the rural market‚ it would be interesting to study and analyse their basic marketing inputs -----the
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a professional marketer does not need a formal degree in marketing to be successful! "It all started to earn a side income‚ and at that stage‚ I had never imagined this kind of success."(Karsanbhai Patel‚ CMD‚ Nirma Ltd.) No one had known that the Person who started the Journey of Nirma for side income One Day it will become a big competitor‚ hard to be beaten in the market of homogenous products. Backward Integration has been a great phenomena for most of the small companies to consolidate and
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