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Nirma

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a marketing presentation of Nirma

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Nirma

  1. 1.  Shashikant Sakpal.  Abhinav Thakur.  Sibymol Varghese.  Shruti Pillai.  Karan Sharma.  Satish Yadav. Subject:- Marketing Management.
  2. 2. Type Private Industry FMCG Founded 1969 Headquarters Ahmadabad, India Key people Karsanbhai Patel (CMD) Products Nirma detergent, Nirma soaps Revenue Rs. 3504 crores (2011 standalone) Rs. 5008 crores US$ 1.12 Billion (2011 consolidated) Employees 15000 Website www.nirma.co.in
  3. 3. Contents. - Overview. - History. - Major plants. - Main products in product line. - References.
  4. 4. Overview. - Karsanbhai Patel (1945). - Based in Ahmedabad. - 15000 employees. - Rs. 3550 crores. - 400 distributors. - 2 million retail outlets
  5. 5. History. - Started In 1969. - priced at Rs. 3.50 per kg. - Demand for Nirma in Ruppur (Gujarat). - Daughter Nirupama. - 15-20 packets a day. - Most popular detergent by 1985.
  6. 6. History. - Major consumer brand by 1999. - distribution reach and market penetration. - purchased Searles Valley Minerals Inc (Nov 2007)
  7. 7. Awards.  Chairman of the Development Council for  Oils, Soaps and Detergents.  ‘Outstanding Industrialist of the Eighties.’  ‘Udyog Ratna’ (1990).  Doctorate by ’Florida Atlantic University.’  Padma Shri Award, (2010).
  8. 8. Major plants.
  9. 9. Main Products.
  10. 10. Washing powder nirma P-product: • • • Launched in 1969. By 1982 became the largest selling detergent in Western India. 35% of share in indian detergent markets.
  11. 11. P-price:  Adequate quality at affordable price-1/3 the price of nearest competitors. (launched @ Rs.3/kg) Super nirma today- High quality at 40% lower price than competitors. Surf 1kgRs.155 Ariel 1kgRs.155 Tide 1kgRs.88 Nirma 1kgRs.35
  12. 12. P-place  Product availability- over two million retail outlets and over 40 million loyal consumers.  Efficient network- available in the smallest rural areas n also the biggest metro’s.  Nirma sell its detergent all over India.
  13. 13. P-promotion Outdoor publicity-in wall paintings and T.V. advertising with a catchy jingle.  Little girl on the pack- symbol for good quality low-priced detergent.  New improved SUPER NIRMA and the T.V. add’s attracted middle class customers too. 

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