Promotions & IMC

NIRMA Advertising

In the  1970s and 80s:

•        Since nirma was a low cost brand, it did not have sufficient funds for advertisement.

•         It started off with word of mouth and product awareness.
•       When it started gaining popularity it aired its first radio ad. 

•        With the arrival of TV, Nirma started off with TV ads as well.

Later...
•         “Dudh si safedi NIRMA se aaye, Rangin kapdabhi khil khil jaaye. Sabki pasand NIRMA”.

•         35 years and its stillthe same jingle which is used. 

•         Emotional strategy was used ot attract the customers.

Message:

•         “Get clothes cleaner” 

•         “Super Mummy” can clean any kind of dirt from clothes.

•       Hema, Rekha, Jaya aur Sushma.. Sabki pasand Nirma..

Sales promotion

•         Nirma had the money back poilcy if the customer is not satisfied with the product

•         There were free hampers given out like buckets.

Direct and Interactive marketing

•         Personal Selling

•         Product Demonstration

•         Expert Channel –Changing Washing Habits.

Improvised Look:

•       New packaging, changed the look and feel of the product

Integrated Marketing Communication

IMC according to AMA is "an approach to achieving the objectives of a marketing campaign through a well-coordinated use of different promotional methods that are intended to reinforce each other"