Customer Value Construct

Customer Value Construct

Nirma as stated in their website has become the synonym with Value for Money. Nirma washing powder came into the market when the leading brand at that time charged exuberantly and it was difficult for the middle and lower middle class families to afford this.

Theoretically, the customer value can be understood with the Customer Perceived Value

Total Customer Benefit:

Product Benefit:

                - It was a product of innovative combination of the important ingredients. Indigenous method was used, and also the detergent was more environment friendly

                - The most crucial factor of Nirma was its cost.

                - It was a high quality washing powder and cost efficient at the same time.

                - Available in different variants

•       Nirma Washing Powder

•       Nirma Detergent Cake

•       Super Nirma Washing Powder

•       Nirma Popular Detergent

•       Nirma Popular Detergent Cake

•       Nima Green Powder

Services Benefit:

-In the initial days of the product introduction, the distributors would go to houses, ask them to try the product and then based on their satisfaction the payment was made. This built a relationship with the brand

- It is available in washing detergent powder as well as detergent cake.

Personal Benefit:

-          During the times when Surf was the only detergent available in the market and it targeted only the premium segment of the society, Nirma was a brand which was available at almost one third of Surf’s price. The detergent powder was overnight converted into a common man’s necessity from being a luxury of a few.

They could associate to a brand instead of using the local made detergent cake.

Image benefit:

-          The brand Nirma is considered to be a low-price product without compromising with the quality.

Total customer cost

Monetary cost:

-          Low price product

Time & Energy Cost: