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4ps of Marketing

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Players in the organised sector, till then only focusing on the urban markets, vied to outdo each other in reaching the rural consumer first

The distribution model, sustained line extensions, innovative packaging, backward integration and umbrella branding strategies have all enhanced the brand's leadership.To achieve control on cost, size and scale of operations and supply of keyraw materials,

The synthetic detergent market can be classified into premium (Surf, Ariel), mid-price (Rin, Wheel) and popular segments (Nirma), which account for 15%, 40% and 45% of the total market, respectively. The product category is fairly mature and is dominated by two players, HUL and Nirma. Nirma created a revolution in the market by pioneering the concept of low-cost detergents.

Putting the right product in the right place, at the right price, at the right time.

India is a one of the largest consumer economy, with burgeoning middle class pie. In such a widespread, diverse marketplace, Nirma aptly concentrated all its efforts towards creating and building a strong consumer preference towards its ‘value-for-money’ products.

In a short span, Nirma created an entirely new market segment in domestic marketplace, which is, eventually the largest consumer pocket and quickly emerged as dominating market player – a position it has never since relinquished. Rewriting the marketing rules, Nirma became a one of the widely discussed success stories between the four-walls of the B-school classrooms across the world.
What do you think about the positioning of the brand?
Amongst the low cost players, Nirma commands a premium positioning

PRODUCT

Since the launch of Nirma detergent powder in 1969, the Nirma portfolio has grown to include fabric care products, personal care products, food products, packaging and chemicals. However, the underlying philosophy remains...

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