Product and Brand Management Assignment

BRAND NIRMA WASHING POWDER NIRMA

Submitted by: Preeti Sachan (MBA 2008-10) PR : 08020741086

Symbiosis Institute of Operations Management.

Submitted by: Preeti Sachan (086)

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Product and Brand Management Assignment

BRAND BUILDING BLOCKS:

1. Rational routes: a) Performance b) Judgments 2. Emotional routes: a) Imagery b) Feelings Branding ladder: 1) 2) 3) 4) Brand identity Brand meaning Brand responses Brand relationships

Submitted by: Preeti Sachan (086)

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Product and Brand Management Assignment

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 a generic name for her. From my grand-mothers time to present time Nirma is able to sustain its position in the market and its name never got washed away. Such a strong presence of a non premium brand as well as its recall value has always been fascinating me. When we think of strong detergent in general and low cost in particular, Nirma is the first brand which comes to our minds. Everyone remembers not just these lines but also the tune!

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 have on prospective buyers was phenomenal. It perhaps was the most famous audio-visual of its 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 the washing powder which has made it popular in most Indian households, who have been using it for many years now. This product is targeted for middle class and lower middle class population of India. Washing Powders have undergone a number of changes in terms of composition, advertising etc ever since they were first introduced. And consumer preferences have also changed accordingly with people more comfortable with more sophisticated brands. Yet, Nirma with its distinct yellow color (later which became blue) does crop up somewhere in the mind space of consumers, even nonusers. Nirma envisioned the vast Fabric Wash market segment and sensed a tremendous potential therein. Breadth of Brand Awareness- Brand usage This brand had been ranked as the Most widely distributed detergent powder brand in India. 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 its variants. But, its usages are plenty.

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

Submitted by: Preeti Sachan (086)

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Product and Brand Management Assignment

many Indian families. Nirma is regarded as a strong cleaning agent that can be used in any condition which includes hard water, tough stains and sticky dirt. Owing to its unique environment-friendly, phosphate-free formulation, the consumers became loyal to this brand, helping it to over-take the decades old brands, in terms of volumes. Nirma is successful in providing a very attractive value-for-money proposition. Deriving inspiration from its success in the Detergent Powder market, Nirma expanded its product portfolio by introducing the Nirma detergent cake in 1987. Here again, the excellent price-quality equation tempted the consumers to try the product. This blue soap has got substantial market share in the premium detergent segment and continues to perform well as its parent. Due to its unique formulation, this product offers benefits like less melting in water, better stability, and therefore lasts longer.

In the country like India where majority of the population belongs to middle class and lower middle class Nirma is strongly positioned in this segment. Nirma for me scores on all the counts mentioned above. Compared to other product, Nirma is quite affordable. A packet of Nirma lasts longer as compared to any other washing powder; Kind of detergent used in it necessitates less quantity. 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 already available in house .That way customer need not to pay extra money for packaging which is non value adding for them. Its Cover saves it from moisture and humidity. Brand ImageryNirma has always been embedded in consumers mind in some or other part of consumers 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 segment of the population. (b) Super Nirma: Exploding the myth that better quality always demands higher price, Nirma introduced a spray-dried blue coloured washing powder in the premium segment, in 1996. Available in 25g, 500g and 1000g packs, this product out-classed its competitor brands. Though, priced almost 40 % lesser, thus providing a very attractive value-for-money proposition. This brand, within a short span of two years, had cornered substantial market share in the premium detergent segment and continues to perform well.

Submitted by: Preeti Sachan (086)

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Product and Brand Management Assignment

( c) Nirma Popular: To cater to the needs of the specific target audience, Nirma launched a good quality product at a very affordable price. The objective is to convert the nonusers of detergents into users and also prevent the competitors and local manufacturers to lure away the prospective Nirma consumers by sub-standard products. This product has created a loyal consumer base of its own and has established substantial amount of volumes. It is available in pack sizes of 500g and 1000g pack sizes. Nirma is available in any kirana stores and mostly all parts of the country .Nirma is most widely distributed brand of the country. Yellow color of Nirma washing powder is still present in the minds of Indian consumers. Personality and values: Various dimensions of multi personality brand Nirma are as follows: a) b) c) d) e) f) Sincerity Robust Competence Performer Ruggedness Powerful (ab jyada shakti Nirma)

Its advertisement focuses mainly housewives which is a major chunk of Indian population. Nirma entered in the production of beauty bars also. Sangeeta Bijlani, Sonali bendre, Deepti Bhatnagar are some of brand ambassadors of Nirma. Brand Judgments: Brand Nirma is always considered as a non sophisticated and high performing brand as compared to any other brand present in the market. Variety of Washing powders like Surf excel, Ariel, Tide are present in the market which can give tough competition to Nirma as they provide better performance. But brand Nirma is strategically positioned so well in its customer segment that it can sustain its position in the market, after being few of its customers switching to other products. If a Lot of customers shift to premium product range another set of customer shift to Nirma. a) Brand Quality- Nirma is famous for providing high quality in terms of money spend on the product or we can say High value for money preposition. It has an image of being a performer in any odd situation. b) Brand Credibilitya. Perceived expertise- Nirma is a Market Leader. It always been very successful in giving tough competition to its counterparts like Fena, More, Hepoline etc .It always added innovation to its products and gave a specific product for specific customer segment e.g. Super Nirma and

Submitted by: Preeti Sachan (086)

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Product and Brand Management Assignment

Nirma Popular were introduced to cater to high quality demanding customers. b. Trustworthiness- It has always proved to be a dependable brand from decades. It has always been present in the mind of Indian customers including non-users. c. Likeability- High Value for money and high Quality to cost ratio makes it an interesting, price-worthy and useful product. c) Brand Consideration- Other than any brand Nirma is personally related to my grand-mother and surprisingly high brand recall value and praise for brand motivates me to know the brand. Its presence from decades depicts its ubiquitous nature and robustness. d) Brand Superiority- Its presence from long time and performance makes customers to view the brand as unique and better than other brands. e) Brand Feelings- Customers are emotionally attached to the brand. Brand Nirma being a prime mover in affordable washing powder has a respectable place in Indian consumers mind. It gives an Image of a strong and sturdy old man who has faced all the adversities calmly and courageously. Nirma always adopted captivating and unique advertising and marketing strategy. This product created a marketing miracle, when introduced in the domestic marketplace. In 1969, when the detergents were priced so exorbitantly that for most of the Indians, it was a 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 the competitor brands, resulting into instant trial by the consumers. Time to time it kept on introducing its variants in the market like Super Nirma, Nirma popular, Nirma beauty bar and other toiletry preparations. It took advantage of word of mouth advertisement. Especially the segment in which Nirma focuses; consumers are always ready to admire a brand which gives them performance. Nirma also delivered consistent performance matching to customers need. Customers tend to use it because of its attachment to the brand in spite of presence of other similar performing brands. Brand Nirma was also notorious for its harmful effects on users hands but here also Nirma came up with Super Nirma and very well advertised this newly introduced feature.

Submitted by: Preeti Sachan (086)

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Product and Brand Management Assignment

Brand ResonanceBrand 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 the brand from its child hood days or may be experience of parents. Like a person Nirma has a glorious past which epitomizes its success and strong presence in the market even now. My parents share their early age experiences when they were the user of this brand and how exiciting the introduction of this brand in the market was. Everyone in the friend circle 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 keeping small 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 any external competition and changes.

Submitted by: Preeti Sachan (086)

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