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Nirma Vs Ghari Detergent

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69 views2 pages

Nirma Vs Ghari Detergent

project mba

Uploaded by

ravisayyes
Copyright
© © All Rights Reserved
We take content rights seriously. If you suspect this is your content, claim it here.
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Nirma Washing Powder

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. 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. This brand had been ranked as the Most widely distributed detergent powder brand in India as per All India
Census of Retail Outlets carried out in 435 urban towns by the AIMS (Asian Information Marketing & Social) Research
agency [Brand Equity - The Economic Times, March 11, 1997]. As per the ORG-MARG Rural Consumer Panel [December
1998] survey, Nirma brand has been ranked as highest in terms of penetration in washing powder category [BT Rural
Market Watch, Business Today, June 22, 1999].


Super Nirma Washing Powder
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.


Nirma Popular Detergent Powder
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 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. 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.

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