competitor brand analysis of nirma detergent (2) (1)
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8/2/2019 Competitor Brand Analysis of Nirma Detergent (2) (1)
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Competitor brand analysis of
nirma detergent.
made by:-
Gagandeep kaur
Harneet kaur Rajpal singh
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Detergent market overview
y Size of indian detrgent market is 12000 crore
yThe detergent market in India is expected to have a growthr a t e o f 7 % t o 9 %
y The per capita detergent consumption in India is around
5kg per year, USA it is around 13 kgs
y Penetration level in India is still very low
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It was launched in 1969.
It was invented by William Stepphard.
Current market share is 8%.
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Launched in 1969.
One of the oldest detergents India and pakistan.Emergence of new local brands, Surf excel underwent many
changes in its brand communication.
Today surf excel leads the premium fabric wash category in
india.
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Largest selling brand of p&g worldwide.
It was launched with much fanfare in 2000.
Tide when launched got luke warm response from indian
customers.
Now tide has found its formula, the same global positioning as a
detergent that cleans perfectly.
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Riny It was launched in 1969 extended nationally in 1970.
y It was realised at the time powder were never completely
replaced bt laundry soaps.y It is not a soap, it is totally a new idea for washing soaps.
y Its base line was´ whiteness strikes with rin´.
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Wheely It is a laundry brand launched by hul.
yLaunched as a low priced product to give dirct
competion to nirma
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Ghadi
y It was found in 1981 by mr. hamid
reza ghadi.
y Direct competitor of nirma.
y Cheap price.
y Gives direct competition.
y Current market share is 18%.
y
Tag line µ pehle istemaal kare fir vishwaas kare¶.
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excel
rice Adequatequality at an
affordableprice
Inaccordance
withcompetitorsprice war
Cost pluspricing
statergy.
Pricereduction
statergy.
Inaccordance
with itscompetitorariel.
itributi
n
Key to ruralmarketing which is
pioneered in years.
Hul stongdistributionnetwork
Taditional way of distribution.
Strongdistribution.
Strong huldistribution
roduct
ine
Nirma super,nirmapopular,nirma green
washingpowder anddetergentcake
Surf excelquick washsurf excelblue
Surf excelmatic.
TidedetergentTide barTide plus
Rin maticRin advanceRin shaktibar
Rin supremebar.
Active wheellemon andorange Wheel gold
Wheel lemonand jasmine.
arket
hare
Currentmarket shareis 8%
Hul totalmarket shareis 36%
Market shareis 16%%
Hul totalmarket shareis 36%
Hul totalmarket shareis 36%
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Brand
image
Value formoney product
Image of excellent in
job product.
Image of supremacy andtoughness .
Image of superiorperformance.
Image of low costproduct athigh quality.
Plc cycle Is reducingrapidly.
In growthstage.
In growthstage.
In growthstage.
In growthstage.
Segmentation
Low incomegroup.
Middle andupper class.
Middle andupper class.
Middle andlower class.
Middle andlower class.
Targetin
g
Ruralpopulation in
india.
Urbanpopulation.
Both urbanand rural
population.
Ruralpopulation.
Ruralpopulation.
Positioni
ng
Economy brand.
Bestdetergent indetergent
category.
Detergentthat cleansperfectly.
Low priceddetergent which gives
us brighterclothes.
Largestdetergentbrand.
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Promotion
A dvertisement afterlaunchingof product.
Promotional offers.Childrenfestivals.
Using whitenessas a basetide acampaignhighlight.
zara sacampaignGrabsattentionof ruralpopulation
.Mostprefferedbrand inindia in2006.
Famous forusingbollywoodstars as inbrandambassado
rs . For egsalmankhan whodid an addfor wheel.
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Distribution
Nirma
(8Locations)
Distributors
(400Exclusive)
Retailers(2 Million)
Customers(400
Million)
Whole
sellers
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INTERPRETATIONy This product created a marketing miracle, when introduced in the domestic
marketplace
y This product was priced at almost one third to that of the competitor brands,
resulting into instant trial by the consumers.
y Give your consumer what he wants, when he wants, where he wants and atthe price he wants, selling will be done quite automatically. This is the
marketing 'mantra' of Nirma
y But right now the reality is not so good the prodct which till late 1990s
enjoyed the largest market share of 38% has now only 8% market share .
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Environmental scanningyRecent trends in detergent industry:-
ySupplier consolidation
yEmergence of middle class population.
yGrowing concernover global warming and
environmental change.
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Social factorsSocial factors affetingaffeting nirmanirma detergentdetergentyChange in spending pattern.
yChanging profile and mind set of
customer.
yRural population.
y
Change in lifestyle of people.
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WE CAN CLER LY SEE THAT BY 2013 MIDDLE CLASS
POPULATION WILL INCRESE CONSIDERABLY THIS
WILL DEFINITELY BE A POSITIVE FACTOR FOR OUR
PRODUCT AS IT BASICALLY IS A LOW PRICED
DETERGENT WHICH CATERS TO THE DEMAND OF
MIDDLE CLASS AND LOWER INCOME.
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Political factorsyGovernment policy.
y
Central and state initiatives.y Inverted duty structure for selected inputs.
yOther factors.
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ECONOMICAL FACTORS
yRecent slowdown in World Economy
yIncrease in Production and Labour costyIncrease in Per capita Income and
National Income
yGlobalisation
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Environmental FactorsyDetergents and water pollution
yRegulations
yProgressive labelling requirements ( BIS )
yResponse of detergent industry
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Technological Factor y New product development
y Some of the other technological factor which can affect our
product are:
y Ariel came with a better technology which has its motto as
³powder for safe hands and tough on dirt
y The introduction of washing machines has increased the
washing frequencies, but also specialized detergent products
are being launched for machine specific washing.
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Thank you«