a marketing presentation of Nirma

1.  Shashikant
Sakpal.
 Abhinav Thakur.
 Sibymol Varghese.
 Shruti Pillai.
 Karan Sharma.
 Satish Yadav.
Subject:- Marketing Management.

3. 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

4. Contents.
- Overview.
- History.
- Major plants.
- Main products in product line.
- References.

5. Overview.
- Karsanbhai Patel (1945).
- Based in Ahmedabad.
- 15000 employees.
- Rs. 3550 crores.
- 400 distributors.
- 2 million retail outlets

6. 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.

7. History.
- Major consumer brand by 1999.
- distribution reach and market penetration.
- purchased Searles Valley Minerals Inc
(Nov 2007)

8. 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).

9. Major plants.

10. Main Products.

11. 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.

12. 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

13. 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.

14. 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.
