Professional Documents
Culture Documents
Nirma
Nirma
Nirma
Marketing
Distribution
Single layer
What are the frequently used strategies to improve the market share?
Positioning
If large percentage of fabric wash today is detergent, Nirma certainly has contributed to this
change
The success of Nirma can be attributed to the four pronged strategy (p 20):
Visibility of the Umbrella brand Nirma helping to cut the advertisement cost
Strong marketing network enabling products to be available across two million retail outlets
Niching strategy
See Private Label Strategy by Nirmalya Kumar and Jean Benedict, HBS
publication
Niching strategy
Filling market gaps by offering products differentiated from, but substitutable to, that of
bigger rivals
Exploiting the market development of the bigger rivals by offering products similar that
offered by the rivals
Page 14 of HO, Indian middle class wife had been .How much ever she tried, it was a
product quite out of reach.
See the case of Circumventing entry barriers in soft drink industry, p 45 of text
wherein Cott Corporation formed a strategic alliance with WalMart to beat Coca Cola
and Pepsi
The brief given to the agency by Nirma was to create an advertisement that matches up to the
increasing aspiration levels of its customers and give it a modern look
The new commercial has retained the girl in the frock who appears toward the end of 60-second
television commercial