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

20080

50

100

150

200

250

300

350

400

450

500

17

452 468

Print TV TotalSource: MAP 2008Period: Jan - Sep 08All Spends in Crs

IMPORTANT MARKETS FOR CATEGORY

Source: MAP 2008Period: Jan - Sep 08All Spends in Lakhs

MARKET PLAYERS

CATEGORIZATION

Washing Powder

Super Premium

Surf Excel

Ariel

Popular

Tide Rin

Lower Price

Wheel

Nirma

Fena

Ghadi

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

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

BUSINESS STRATEGY

Value for money

Market Creation

BackwardIntegration

Marketing and distribution

NIRMA

Consumer Products

Industrial Products

CONSUMER PRODUCTS Soaps Detergents Edible Salt Scouring Products

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

SOAP

Nirma Bath Soap Nirma Bath Soap Nirma Lime Fresh Soap Nima Rose Nima Sandal Nirma Beauty Soap

DETERGENTS

Nirma Washing Powder Nirma Detergent Cake Nirma Popular Detergent Powder Nirma Clean Dish Wash Bar Nirma Bartan Bar Super Nirma Detergent Cake Nirma Popular Detergent Cake

PAST COMMUNICATION

AGENCY HANDLING NIRMA

Creative & Media Agency - Purnima Advertising

Latest Agency - Taproot

TV CHANNEL & PROGRAMS ADVERTISED

Source: TAMPeriod: Jan – Dec 08

COMPETITORS COMMUNICATION

Wheel – Lemon fragrance in clothes

Ghadi – “Pehle Isstemal karey phir vishwas karey”

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

TG & MARKET

Female 25 + SEC B, C Housewifes

Market: Gujarat, Rajasthan, Uttar Pradesh, Madhya

Pradesh, Chattisgarh and Jharkhand

RADIO

Theme – Mood up liftment

Tag Line – Kapde Bolenge Mithaas Gholenge

RADIO SPOT

Mood up liftment (Theme for the day)

Contest

1 lucky winner a day

Nirma gift hampers

IN PROGRAM INTEGRATION

ACTIVATION“NIRMA MAA”

ON GROUND ACTIVITY

Nirma sponsors Navratri

Best dressed girl is winnerPresentsNavratri 2009

NEWSPAPER

Previous day winners photograph would be published

Navratri winners of different locations get recognition across cities

MEGA EVENT

Winners of nine days play together for grand finale

Winner gets Nirma gift hamper

TV

THANK YOU

Amritprabha Bafna

Vivek Jain

Suhila Shetty

Shubhangani Shukla