Preeti-Sachan_086_Nirma

8/6/2019 Preeti-Sachan_086_Nirma

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Product and Brand Management Assignment

Submitted by: Preeti Sachan (086) Page 2

BRAND BUILDING BLOCKS:

1. Rational routes:

a) Performanceb) Judgments

2. Emotional routes:

a) Imageryb) Feelings

Branding ladder:

1) Brand identity2) Brand meaning3) Brand responses4) Brand relationships


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Brand salience (Brand Awareness)

Depth of Brand Awareness Brand Recall value

Nirma is the only brand which my grand- mother can recall from her time and it is ageneric name for her. From my grand-mothers time to present time Nirma is able tosustain its position in the market and its name never got washed away. Such a strongpresence of a non premium brand as well as its recall value has always been fascinatingme.

When we think of strong detergent in general and low cost in particular, Nirma is the firstbrand which comes to our minds. Everyone remembers not just these lines but also thetune!

Washing powder Nirma, Washing powder Nirma;

Doodh si safedi Nirma se aaye, rangeen kapda bhi khil-khil jaye;

Rekha, Jaya, Meena aur Sushma, Sabki pasand Nirma

The kind of impact that Nirmas simple Dancing Girl advertisement managed to haveon prospective buyers was phenomenal. It perhaps was the most famous audio-visual ofits times. And it remained etched in the minds of people for a very long time.

Advertisements of Nirma focus on the performance and cost effective features of thewashing powder which has made it popular in most Indian households, who have beenusing it for many years now. This product is targeted for middle class and lower middleclass population of India. Washing Powders have undergone a number of changes interms of composition, advertising etc ever since they were first introduced. Andconsumer preferences have also changed accordingly with people more comfortablewith more sophisticated brands. Yet, Nirma with its distinct yellow color (later whichbecame blue) does crop up somewhere in the mind space of consumers, even non-users. Nirma envisioned the vast Fabric Wash market segment and sensed atremendous potential therein.

Breadth of Brand Awareness- Brand usage

This brand had been ranked as the Most widely distributed detergent powder brand inIndia. Brand Nirma has always been able to demonstrate his mass market presence.

Nirma as a brand has few variants. Four of the more popular ones are Detergents,soaps, edible salt and scouring products. As a brand Nirma may be limited in itsvariants. But, its usages are plenty.

Brand Performance-

Ratio of detergent to other constituent makes Nirma a unique product which is good inquality and reasonable in price. Nirma is also used as cleaning agent for floor etc. in


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many Indian families. Nirma is regarded as a strong cleaning agent that can be used inany condition which includes hard water, tough stains and sticky dirt.

Owing to its unique environment-friendly, phosphate-free formulation, the consumersbecame loyal to this brand, helping it to over-take the decades old brands, in terms ofvolumes.

Nirma is successful in providing a very attractive value-for-money proposition.

Deriving inspiration from its success in the Detergent Powder market, Nirma expandedits product portfolio by introducing the Nirma detergent cake in 1987. Here again, theexcellent price-quality equation tempted the consumers to try the product. This bluesoap has got substantial market share in the premium detergent segment and continuesto perform well as its parent. Due to its unique formulation, this product offers benefitslike less melting in water, better stability, and therefore lasts longer.

In the country like India where majority of the population belongs to middle class andlower middle class Nirma is strongly positioned in this segment. Nirma for me scoreson all the counts mentioned above.

Compared to other product, Nirma is quite affordable. A packet of Nirma lasts longer ascompared to any other washing powder; Kind of detergent used in it necessitates lessquantity. Simple and non-sophisticated packaging contributes to reduced cost of Nirma.Nirma is never provided in paper box, customer buys it and store it in some box alreadyavailable in house .That way customer need not to pay extra money for packaging whichis non value adding for them. Its Cover saves it from moisture and humidity.

Brand Imagery-

Nirma has always been embedded in consumers mind in some or other part ofconsumers life. Nirma is always willing to cater to its customer from every segment.

(a) Jyada Shakti Nirma:

Initially Brand Nirma was targeted for low class and lower middle class segmentof the population.

(b) Super Nirma:

Exploding the myth that better quality always demands higher price, Nirmaintroduced a spray-dried blue coloured washing powder in the premium segment,in 1996. Available in 25g, 500g and 1000g packs, this product out-classed itscompetitor brands. Though, priced almost 40 % lesser, thus providing a veryattractive value-for-money proposition. This brand, within a short span of twoyears, had cornered substantial market share in the premium detergent segmentand continues to perform well.


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( c) Nirma Popular:

To cater to the needs of the specific target audience, Nirma launched a goodquality product at a very affordable price. The objective is to convert the non-users of detergents into users and also prevent the competitors and localmanufacturers to lure away the prospective Nirma consumers by sub-standardproducts. This product has created a loyal consumer base of its own and hasestablished substantial amount of volumes. It is available in pack sizes of 500gand 1000g pack sizes.

Nirma is available in any kirana stores and mostly all parts of the country .Nirma is mostwidely distributed brand of the country. Yellow color of Nirma washing powder is stillpresent in the minds of Indian consumers.

Personality and values:

Various dimensions of multi personality brand Nirma are as follows:

a) Sincerityb) Robustc) Competenced) Performere) Ruggednessf) Powerful (ab jyada shakti Nirma)

Its advertisement focuses mainly housewives which is a major chunk of Indianpopulation. Nirma entered in the production of beauty bars also. Sangeeta Bijlani, Sonalibendre, Deepti Bhatnagar are some of brand ambassadors of Nirma.

Brand Judgments:

Brand Nirma is always considered as a non sophisticated and high performing brand ascompared to any other brand present in the market. Variety of Washing powders likeSurf excel, Ariel, Tide are present in the market which can give tough competition toNirma as they provide better performance. But brand Nirma is strategically positionedso well in its customer segment that it can sustain its position in the market, after beingfew of its customers switching to other products. If a Lot of customers shift to premiumproduct range another set of customer shift to Nirma.

a) Brand Quality- Nirma is famous for providing high quality in terms of moneyspend on the product or we can say High value for money preposition. It has animage of being a performer in any odd situation.

b) Brand Credibility-

a. Perceived expertise- Nirma is a Market Leader. It always been verysuccessful in giving tough competition to its counterparts like Fena, More,Hepoline etc .It always added innovation to its products and gave aspecific product for specific customer segment e.g. Super Nirma and


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Nirma Popular were introduced to cater to high quality demandingcustomers.

b. Trustworthiness- It has always proved to be a dependable brand fromdecades. It has always been present in the mind of Indian customersincluding non-users.

c. Likeability- High Value for money and high Quality to cost ratio makesit an interesting, price-worthy and useful product.

c) Brand Consideration- Other than any brand Nirma is personally related to mygrand-mother and surprisingly high brand recall value and praise for brandmotivates me to know the brand. Its presence from decades depicts itsubiquitous nature and robustness.

d) Brand Superiority- Its presence from long time and performance makescustomers to view the brand as unique and better than other brands.

e) Brand Feelings- Customers are emotionally attached to the brand. Brand Nirmabeing a prime mover in affordable washing powder has a respectable place inIndian consumers mind. It gives an Image of a strong and sturdy old man whohas faced all the adversities calmly and courageously.

Nirma always adopted captivating and unique advertising and marketing strategy. Thisproduct created a marketing miracle, when introduced in the domestic marketplace. In1969, when the detergents were priced so exorbitantly that for most of the Indians, it wasa luxury item. Nirma envisioned the vast Fabric Wash market segment and sensed a

tremendous potential therein. This product was priced at almost one third to that of thecompetitor brands, resulting into instant trial by the consumers.

Time to time it kept on introducing its variants in the market like Super Nirma, Nirmapopular, Nirma beauty bar and other toiletry preparations.

It took advantage of word of mouth advertisement. Especially the segment in whichNirma focuses; consumers are always ready to admire a brand which gives themperformance. Nirma also delivered consistent performance matching to customersneed. Customers tend to use it because of its attachment to the brand in spite ofpresence of other similar performing brands. Brand Nirma was also notorious for itsharmful effects on users hands but here also Nirma came up with Super Nirma and very

well advertised this newly introduced feature.


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Brand Resonance-

Brand Nirma is present in the mind of customers from long ago. Despite being a non

user customers respect this brand and share a good memory and experience with thebrand from its child hood days or may be experience of parents. Like a person Nirmahas a glorious past which epitomizes its success and strong presence in the marketeven now.

My parents share their early age experiences when they were the user of this brand andhow exiciting the introduction of this brand in the market was. Everyone in the friendcircle was the user of this brand. Sense of belonging to this brand is stronger today also.In washing powder stories Nirma is a protagonist which reaches to the apex by keepingsmall and steady steps. Its success is incremental and phenomenal.

Active Engagement: Customers are willing to spend money on this product and use it.

Brand Nirma is still present in middle class and Lower middle segment unaffected by anyexternal competition and changes.

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Preeti-Sachan_086_Nirma