1. Detergents

2. Market Overview • The premium detergent market is pegged at Rs. 900 Cr. • Growing at 12 % - A.C Nielson • Key Players : HUL’s Surf Excel, Rin, Wheel P & G’s – Ariel, Tide Source: Hindu Sep 2008

3. Category Spends Source: MAP 2008 Period: Jan - Sep 08 All Spends in Crs

4. Important Markets for Category Source: MAP 2008 Period: Jan - Sep 08 All Spends in Lakhs

5. Market players

6. Categorization

8. The company • Gujrat based Karsanbhai Patel • An independent detergent • Attractive package at an affordable price • Its price-based strategies have already spawned case studies in business schools across the world

9. NIRMA – the brand • It’s the third largest detergent player selling after HUL & P&G • Nirma rules in lower price segment • Its market share has grown from 38% to 43% over the past years • It believed in the power of positive word of mouth from satisfied users of our products

10. Business strategy

12. Consumer products • Soaps • Detergents • Edible Salt • Scouring Products

13. Industrial Products • LAB ( Linear Alkyl Benzene ) • AOS ( Alfa Olefin Sulfonate ) • Sulfuric Acid • Glycerin • Soda Ash • Pure salt • Vacuum Evaporated Iodized Salt • SSP ( Single Super Phosphate ) • Sodium Silicate

14. Soap • Nirma Bath Soap • Nirma Bath Soap • Nirma Lime Fresh Soap • Nima Rose • Nima Sandal • Nirma Beauty Soap

15. Detergents • Nirma Washing Powder • Nirma Detergent Cake • Nirma Popular Detergent Powder • Nirma Clean Dish Wash Bar • NirmaBartan Bar • Super Nirma Detergent Cake • Nirma Popular Detergent Cake

16. Past Communication

19. Agency Handling Nirma • Creative & Media Agency - Purnima Advertising • Latest Agency - Taproot

20. TV Channel & Programs Advertised Source: TAM Period: Jan – Dec 08

21. Competitors Communication • Wheel – Lemon fragrance in clothes • Ghadi – “PehleIsstemalkareyphirvishwaskarey”

22. Our Communication • To reiterate the softer, mood uplifting emotions that Brand Nirma has always stood for since it was launched • To contemporize and refresh the core of the brand without eroding its basic essence of simplicity, sincerity and joyful upliftment

23. TG & Market • Female 25 + • SEC B, C • Housewifes • Market: • Gujarat, Rajasthan, Uttar Pradesh, Madhya Pradesh, Chattisgarh and Jharkhand

24. Radio • Theme – Mood up liftment • Tag Line – KapdeBolengeMithaasGholenge

25. Radio spot

26. In program integration • Mood up liftment (Theme for the day) • Contest • 1 lucky winner a day • Nirma gift hampers

27. Activation “NIRMA MAA”

28. On ground activity • Nirma sponsors Navratri • Best dressed girl is winner Presents Navratri 2009

29. Newspaper • Previous day winners photograph would be published • Navratri winners of different locations get recognition across cities

30. Mega event • Winners of nine days play together for grand finale • Winner gets Nirma gift hamper

31. TV

32. THANK YOU • Amritprabha Bafna • Vivek Jain • Suhila Shetty • ShubhanganiShukla