Marketing Mix
The best case of - Give your consumer where he wants and at the price he wants, selling will be done quite automatically. This is the marketing 'mantra' of Nirma. It was one of its kind when it was introduced in the market. The marketing mix can be explained with various techniques and methods. There are 4Ps, 4As and Kenichi Ohmae’s 3Cs model etc.
Relating it to my product Nirma, the 4Ps can be explained as follows:
PRODUCT:
The product which explains the variants of Nirma can also be explained with respect to the 4As in which Acceptability is the Product.
The product as on today has different variants.
PLACE:
The Availability of the product plays a pivotal role in marketing. Nirma made sure it was available in all the retail stores and also in the initial stages the salesmen/distributors went door to door to sell the product. The
PRICE:
The brand was having rocketing sales and the market for Nirma grew from 0% -61.6% especially in rural areas and also amongst the lower income families. The prices are still set only for these people so that they are economically owned this product. Affordability played an important role in the success of Nirma
It entered the market with Rs.3/- while the cheapest existing detergent was Rs.13/-.
As on today the price of the cost of 1 kilo gram of Nima is Rs.35 and that of 600 gm is Rs.20
PROMOTION:
The best case of - Give your consumer where he wants and at the price he wants, selling will be done quite automatically. This is the marketing 'mantra' of Nirma. It was one of its kind when it was introduced in the market. The marketing mix can be explained with various techniques and methods. There are 4Ps, 4As and Kenichi Ohmae’s 3Cs model etc.
Relating it to my product Nirma, the 4Ps can be explained as follows:
PRODUCT:
The product which explains the variants of Nirma can also be explained with respect to the 4As in which Acceptability is the Product.
The product as on today has different variants.
•
Nirma Washing Powder
•
Super Nirma Washing Powder
•
Nirma Popular Detergent
PLACE:
The Availability of the product plays a pivotal role in marketing. Nirma made sure it was available in all the retail stores and also in the initial stages the salesmen/distributors went door to door to sell the product. The
PRICE:
The brand was having rocketing sales and the market for Nirma grew from 0% -61.6% especially in rural areas and also amongst the lower income families. The prices are still set only for these people so that they are economically owned this product. Affordability played an important role in the success of Nirma
It entered the market with Rs.3/- while the cheapest existing detergent was Rs.13/-.
As on today the price of the cost of 1 kilo gram of Nima is Rs.35 and that of 600 gm is Rs.20
PROMOTION:
Nirma used radio, posters, banners & mobile
vans as its media options to inform people about their products.
The Awareness of the product started with radio
jingle in 1970s “Doodh si safedi Nirma se aayi.. Rangin kapda bhi
khil khil jaaye.Sabki pasand NIRMA”. The same jingle has been
used since the last 42 years and had turned into an anthem
during its time. Nirma later moved to television as well.
The above figure
represents the five product levels of the Customer-Value Hierarchy. The below
figure represents the Kenichi Ohmae’s 3C model and its association with the
customer value hierarchy.
Product and Services Differentiation
Nirma is a non-durable product which falls under the
convenience goods category. This means that the usage of the product frequent.
This product is available with minimal effort at all the mom and pop stores and
super markets.
The product is often measured weighing the customer cost to
the customer benefit.
· Reliability –
The ability to deliver the promised service dependably and accurately. In our
case the ability to was clothes with a promise of quality washing and removal
of stains.
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