Segmentation, Targeting & Positioning

Segmentation 

Segmentation is the process of dividing the consumers based on the different needs and their wants.
It deals with who buys and why the consumer buys the product.

Nirma has always segmented its consumers based geographic, demographic and psychographic.

Geographic: The reach of Nirma is excellent because of its distribution channels and also sincce it caters to rural and also urban areas, its spread is vast.

Demographic: It considers the economic level of the consumers. Nirma was made for the perople who could not afford detergents of higher price. It stressed on 'Value for Money'.

Psychographic: Nirma  made people relate to a brand when consumers could not afford a branded detergent. They usually used local soap bars. It made the consumers easily accessible to the rural market.

Target 

Mass Marketing :Nirma is spread across a huge market.It has a lot of loyal customers with its products ranging low price segments to premium segments.

Concentrated Marketing: It segregated its market in the later years for low cost and also premium segment. It introduced Nirma Super was introduced targeting the premium brand

Pricing Perceptive - In order to make sure the non detergent users start using Nirma, it set its price at a very affordable level and also this made them go ahead of their competitors

Positioning for Nirma

• Nirma positioned itself as an affordable product between the people who could not afford detergents and for people who were looking for something more reasonable and added value for money.
• It broke the image of detergent being a luxury item.
•  With its quick success because of low cost it spread vigorously over the years.
•  It is positioned as a powerful stain remover which is low on cost.
•  Its unique features makes it consumer friendly and builds the loyalty among them.
•  It has the highest penetration in India. 

Nirma Washing Powder
Parent Company	Nirma Ltd
Category	Home Care brands- detergents
Sector	FMCG
Tagline/ Slogan	‘Sabki Pasand Nirma, Washing Powder Nirma’
USP	Product with low price without compromising on quality