Nirma washing powder marketing in rural india

It uses competitive pricing and has its prices at very affordable rates when compared to its competitors. Promotion: The promotional and advertising strategy in the Nirma marketing strategy is as follows: Promotional activities by Nirma have been very aggressive with campaigns in all kinds of media be it traditional channels like TV, print media, radio, etc.

Nirma began its operations with a powerful distribution network in the rural areas which was largely untapped at the time it started. Here again, the excellent price-quality equation tempted the consumers to try the product.

The re-evolution period Though the brand has maintained a low profile yet iconic brand status, inbrand Nirma got an image makeover as TapRoot India, the venture group of Agnello Dias and Santosh Padhi, took over the reins of the advertising mandate.

detergent powder marketing strategy

Keeping contact with its roots Brand Nirma evolved from a small town, and it is from there where the brand was spotted and went to become a national name. The objective is to convert the non-users of detergents into users and also prevent the competitors and local manufacturers to lure away the prospective Nirma consumers by sub-standard products.

Nirma Popular Detergent Powder Nirma envisioned the vast Fabric Wash market segment and sensed a tremendous potential therein. It uses proximity based depots near markets to eliminate the lead times as it did recently in the southern states of Telangana, Andhra Pradesh and Tamil Nadu.

Nirma washing powder marketing in rural india

However, the underlying philosophy remains consistent — to deliver value-for-money products to consumers. Its shops are present in both rural and urban areas and has an especially strong pan-India reach. Nirma has focused on being sustainable with environmentally conscious products which are chemical free like phosphate-ridden washing powders, etc. For Soni, rural market is extremely crucial for Nirma, and he believes that the same applies for most mass brands in India. Its marketing mix product portfolio is segmented into 2 parts: consumer products and Industrial products. In the early years, the Nirma packet featured a lady washing a garment. Due to its unique formulation, this product offers benefits like less melting in water, better stability, and therefore lasts longer. Hence this completes the Nirma marketing mix. It uses brand ambassadors to connect with its customers, for instance, its ambassador is Hrithik Roshan. Promotion: The promotional and advertising strategy in the Nirma marketing strategy is as follows: Promotional activities by Nirma have been very aggressive with campaigns in all kinds of media be it traditional channels like TV, print media, radio, etc. It also uses on the ground engagement advertisement with hoardings, posters, bus ads, wall paintings, etc. The brand has gone the tortoise way, slowly and steadily, and zapped aggressively as and when required. However, urban is equally important, as if you see, rural population is migrating to urban areas and hence, the consumers are the same, only their location changes. This brand, within a short span of two years, had cornered substantial market share in the premium detergent segment and continues to perform well.
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