A project on detergent & satisfaction Survey of NirmaA Project Report onDeterjent & Satisfaction Survey ofNirma Ltd.projec...
I have tried my best to present this information as clearly aspossible using basic terms that I hope will be comprehended ...
understand the complexities involved in gathering of data fordrawing inferences .The final objective is to produce a resul...
 oxidants  (oxidizers) for bleaching, disinfection, and breaking downorganic compounds Non-surfactant materials that kee...
 other surfactant-based compositions—for washing windows with asqueegee, followed by rinsing an ammonia-containing solut...
1917, to alleviate World War I soap shortages. Detergents were mainlyMathura Devi inst. Of Tech. andMgmt. , indore Page 8A...
percentages may be very small, but given the large universe, the actualfigures may be significantThus when we are aware of...
Incorporated as a private limited company, Nirma was converted into adeemed public company and then to a public limited on...
Rs.33.9 crore and the total sharesoutstanding amount to 3.39 crore. Theface value per share is Rs.10. Thestock is currentl...
A project on detergent & satisfaction Survey of NirmaGodrej Soaps Ltd 2051.8 18 345.3 32 184.7 602Indian Shaving Products ...
Detergents (Ton) 13,729 13,172 -4.05%Glycerine (Ton) 60,421 63,347 +4.84%Linear alkyl benzene (Ton) 43,040 49,610 +15.26%S...
concept of Umbrella Branding, Nirma has been increasingly successful inextending its brand equity to other product categor...
selected pockets where Detergent powder usage was limited or the me toobrands were eating into Nirmas share. The product w...
growth of competition in this segment. This brand has seen a number ofconsumer promotion schemes tied with it. The splendi...
selling soap from a MNC stable. The carbolic soap segment though adeclining market saw a sudden burst of activity. Nirma B...
Mgmt. , indore Page 23A project on detergent & satisfaction Survey of NirmaNirma Lime Fresh was launched in 1997 with abso...
shield to our core brand - in this case Nirma Lime Fresh Soap. Thesuccess of Nima Lime has been the cornerstone in Nima br...
a. Industrial chemicalsMathura Devi inst. Of Tech. andMgmt. , indore Page 26A project on detergent & satisfaction Survey o...
9.00Even the second product that Karsanbhai introduced-a low-pricedtoilet soap, which he thoroughly test marketed in Gujar...
duties that were levied on multinationals.Another area where Nirmasaved millions was in labor costs. Being acottage indust...
Wider Reach Speedy Market Intelligence Competitive edge & Better focus Complementing Principal ChannelAll NIRMA and NI...
extremely aware of the importance of keeping costs down. Once demandfor Nirmahad outgrown his ability to deliver on bicycl...
A project on detergent & satisfaction Survey of NirmaNIRMACOMPANYDISTR IBUTI ONIN YEA R/4According to “ProductDistribution...
Mathura Devi inst. Of Tech. andMgmt. , indore Page 36A project on detergent & satisfaction Survey of NirmaFull range of Pa...
Largest Detergent manufacturerof IndiaEdible Salt ::...Asia’s largest salt worksSpread over 30,000 acresEdible salt capaci...
Mgmt. , indore Page 39A project on detergent & satisfaction Survey of NirmaFluidized bed dryerHuman contact free processf...
Company has been successful in establishing an extremely good urban as well as ruralpresence through the two distribution ...
the demands of the loyal consumers of the Company across the country. The robustnetwork ensures the availability of variou...
the concern of the company with the customer.➢ Should put in more efforts to promote the Nirma product.➢ Improve themarket...
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Nirma

  1. 1. A project on detergent & satisfaction Survey of NirmaA Project Report onDeterjent & Satisfaction Survey ofNirma Ltd.project report submitted in the fulfillment ofrequirements for the Master of businessAdministration (2008-10)Submitted To:MISS RUCHI TIWARISubmitted By:ANKITA GHOSHMBA(2008-10)Mathura Devi Institute of Technology & Management,indoreMathura Devi inst. Of Tech. andMgmt. , indore Page 1A project on detergent & satisfaction Survey of NirmaCERTIFICATEThis is to certify that ANKITA GHOSH student of secondsemester, Master of Business administration (MBA) in theyear 2008 - 2010 has completed the project reportwork entitled “NIRMA” based on syllabus and hassubmitted a satisfactory account of his work in thisreport.LecturerMISS. RUCHI TIWARIMDITM , INDOREACKNOWLEDGEMENTThe research on “A Project Report on Deterjent & SatisfactionSurvey of Nirma Ltd.” has been given to me as part of theMathura Devi inst. Of Tech. andMgmt. , indore Page 2A project on detergent & satisfaction Survey of Nirmacurriculum in the completion of 2-Years Master of businessAdministration.
  2. 2. I have tried my best to present this information as clearly aspossible using basic terms that I hope will be comprehended bythe widest spectrum of researchers, analysts and students forfurther studies.I have completed this project under the able guidance andsupervision of Miss Ruchi Tiwari and my project guide. I will befailed in my duty if I do not acknowledge the esteemed scholarlyguidance, assistance and knowledge I have received from themtowards fruitful and timely completion of this work.Mere acknowledgement may not redeem the debt I owe to myparents for their direct/indirect support during the entirecourse of this project.We also thanks NIRMA DISTIBUTER &DELER’S, INDORE who believed in us and by providing ALL valuableinformation and data that helped us in understanding the problem areas oftheir organization and hence developing the application as per theirrequirements.I also thankful to my friend Arvind Yadav who helped me a lot inthe completion of this project.FROMANKITAGHOSHPREFACEIf we can compare marketing to a long train with a multiplecompartment then every bogies represent different aspect ofMathura Devi inst. Of Tech. andMgmt. , indore Page 3A project on detergent & satisfaction Survey of Nirmamarketing. Marketing strategy formulation depends upon theevery aspect of related terms and marketing research plays vitalroles to connect each compartment to form a cohesive functionalunit.The Dtergent industry is at the center of India’s new globaldynamic. It plays major roles in retaining industry growth over16.0 % per annum.The motivation behind the project was to gain clear understandingabout marketing research. Through this project I have tried to
  3. 3. understand the complexities involved in gathering of data fordrawing inferences .The final objective is to produce a result thatis accurate, useful, and free from bias and helps in the successfulcompletion of my Master of business Administration course. Theproject has been presented in a simple formatINDEX1. Executive Summary2. Introduction to the detergent IndustryMathura Devi inst. Of Tech. andMgmt. , indore Page 4A project on detergent & satisfaction Survey of Nirma3. History of Nirma4. Objective & hypothisis5.Research Methodology6.Questionnaire Analysis7. Conclusion & Suggestions8. Bibliography9.QuestionnaireDETERGENTAdetergent (as a noun) is a material intended to assist cleaning. The termis sometimes used to differentiate between soap and other surfactants usedfor cleaning. As an adjective pertaining to a substance, it (or "detersive")means "cleaning" or "having cleaning properties"; "detergency" indicatespresence or degree of cleaning property.ComponentsMathura Devi inst. Of Tech. andMgmt. , indore Page 5A project on detergent & satisfaction Survey of NirmaDetergents, especially those made for use with water, often includedifferent components such as: Surfactants to cut (Emulsify) grease and to wet surfaces Abrasive to scour Substances to modify pH or to affect performance or stability of otheringredients, acids for descaling or caustics to break down organiccompoundsWater softeners to counteract the effect of "hardness" ions on otheringredients
  4. 4.  oxidants (oxidizers) for bleaching, disinfection, and breaking downorganic compounds Non-surfactant materials that keep dirt in suspension Enzymes to digest proteins, fats, or carbohydrates in stains or to modifyfabric feel Ingredients that modify the foaming properties of the cleaningsurfactants, to either stabilize or counteract foamIngredients to increase or decrease the viscosity of the solution, or tokeep other ingredients in solution, in a detergent supplied as a watersolution or gel Ingredients that affect aesthetic properties of the item to be cleaned, orof the detergent itself before or during use, such as optical brighteners,fabric softeners, colors, perfumes, etc.Ingredients such as corrosion inhibitors to counteract damage toequipment with which the detergent is usedIngredients to reduce harm or produce benefits to skin, when thedetergent is used by bare hand on inanimate objects or used to cleanskin Preservatives to prevent spoilage of other ingredientsSometimes materials more complicated than mere mixtures of compoundsare said to be detergent. For instance, certain foods such as celery are saidto be detergent or detersive to teeth.Mathura Devi inst. Of Tech. andMgmt. , indore Page 6A project on detergent & satisfaction Survey of NirmaTypesThere are several factors that dictate what compositions of detergentshould be used, including the material to be cleaned, the apparatus to beused, and tolerance for and type of dirt. For instance, all of the following areused to clean glass. The sheer range of different detergents that can beused demonstrates the importance of context in the selection of anappropriate glass-cleaning agent: a chromic acid solution—to get glass very clean for certainprecisiondemandingpurposes such as analytical chemistry a high-foaming mixture of surfactants with low skin irritation—forhandwashingof dishware in a sink or dishpan any of various non-foaming compositions—for dishware ina dishwashing machine
  5. 5.  other surfactant-based compositions—for washing windows with asqueegee, followed by rinsing an ammonia-containing solution—for cleaning windows with noadditional dilution and no rinsing ethano l or methanol in windshield washer fluid—used for a vehicle inmotion, with no additional dilution glass contact lens cleaning solutions, which must clean and disinfectwithout leaving any eye-harming material that would not be easily rinsedTerminologySometimes the word detergent is used to distinguish a cleaning agentfrom soap. During the early development of non-soap surfactants ascommercial cleaning products, the term syndet, short for syntheticdetergent was promoted to indicate the distinction. The term never becamepopular and is incorrect, because most soap is itself synthesized (fromglycerides). The term soapless soap also saw a brief vogue. There is noaccurate term for detergents not made of soap other than soaplessdetergent or non-soap detergent.Mathura Devi inst. Of Tech. andMgmt. , indore Page 7A project on detergent & satisfaction Survey of NirmaThe term detergent by itself is sometimes used to refer specificallyto clothing detergent, as opposed to hand soap or other types of cleaningagents.Plain water, if used for cleaning, is a detergent. Probably the mostwidelyuseddetergents other than water are soaps or mixtures composed chieflyof soaps. However, not all soaps have significant detergency and, althoughthe words "detergent" and "soap" are sometimes used interchangeably, notevery detergent is a soap.The term detergent is sometimes used to refer to any surfactant, evenwhen it is not used for cleaning. This terminology should be avoided aslong as the term surfactant itself is available.HISTORY OF DETERGENTTheearliest detergent substance was undoubtedly water; after that, oils,abrasives such as wet sand, and wet clay. The oldest known detergent forwool-washing is stale (putrescent) urine. For the history of soap, see theentry thereon. Other detergent surfactants came from saponinsand ox bile.The detergent effects of certain synthetic surfactants were noted in 1913 byA. Reychler, a Belgian chemist. The first commercially available detergenttaking advantage of those observations was Nekal, sold in Germany in
  6. 6. 1917, to alleviate World War I soap shortages. Detergents were mainlyMathura Devi inst. Of Tech. andMgmt. , indore Page 8A project on detergent & satisfaction Survey of Nirmaused in industry until World War II. By then new developments and the laterconversion of USA aviation fuel plants to producetetrapropylene, usedin household detergents, caused a fast growth of household use, in the late1940s. In the late 1960s biological detergents, containing enzymes, bettersuited to dissolve protein stains, such as egg stains, were introduced in theUSA by Procter & Gamble.PREFASERURAL INDIATHERES an interesting way of putting rural India into perspective. IfIndias population, as per the 1998 estimates of the United NationsPopulation Division, is 982,223,000, then rural India, taken as 73.3% ofMathura Devi inst. Of Tech. andMgmt. , indore Page 9A project on detergent & satisfaction Survey of NirmaIndia, is 719,969,459. Divide that by the estimated total world population of5.9 billion, and rural India becomes 12.2% of world population. Forget all ofus sitting in the cities (4.4% more) -- 12.2% of the world lives in rural India.Which, given our effective lack of knowledge makes it a bit like one of theworlds last great undiscovered countries.Rural inhabitants arent a different species, but consumers as quirkyand demanding of marketers as any of their urban cousins. And just aseager to consume -- maybe even more so, given their access to messagesof consumption via TV, but lacking the easy access that makes urbanconsumer’s blasé. For marketers the potential is huge -- a country waitingeagerly for their products, providing they can make the effort to exportinwards, and learn to play the games by rural rules. And if they dont, thechances are that they will be left behind. Even with the minimal effort put inby companies so far, rural India now accounts for majority, or near majority,consumption in many categories. -- Rural India is clearly not such an areaof darkness anymore, and as a further incentive to keep the lights on,remember that farmers get electricity free!One of the most popular and widely accepted Marketing Myth is thatthe rural consumers will only buy really cheap mass market brands. Butthe stark reality is that though brands like Nirma lead, but penetration ofpremium products has also been observed even to the lowest SEC. The
  7. 7. percentages may be very small, but given the large universe, the actualfigures may be significantThus when we are aware of the fact that brands like Nirma rule therural market, it would be interesting to study and analyse their basicmarketing inputs -----the 4P‖sMathura Devi inst. Of Tech. andMgmt. , indore Page 10A project on detergent & satisfaction Survey of NirmaNIRMAAbout the CompanyNirma is the Rs.17 billion Detergents, Soaps and Personal Care ProductsBrand, a market leader in the Indian detergent market andsecond largest in bathing soaps... the brand NIRMA being one of theworlds biggest in its segment... a result of its mission to provide BetterProducts, Better Value, Better Living.The man who altered the clothes-washing habits of the KarsanbhaiPatelthe chairman of the Ahmedabad-based Nirma Ltd. This chemist whomanufactured detergents at home in Ahmedabad in 1969 has certainlycome a long way. He worked from his backyard which developed into asoap factory, cycled to retail outlets and hawked his brand at one-fourth ofMathura Devi inst. Of Tech. andMgmt. , indore Page 11A project on detergent & satisfaction Survey of Nirmathe price of similar products then available. At Rs 6, Nirma, named after hisdaughter, was the cheapest detergent vying for attention on shop shelves.By the late 1980s, Nirma had become one of the worlds largest-sellingdetergent powders. That he rewrote history and gave Hindustan Lever, theIndian subsidiary of the Anglo-Dutch foods and toiletries conglomerateUnilever, a huge headache is well-chronicled. Today he is proud owner ofan Rs 2,500-crore Ahmedabad-based soaps and detergents majorIt has been Patels dream to make Nirma a synonym for quality."Nirma is not merely a brand or a product, it is a dynamic phenomenon, arevolution, a philosophy," he once said. Nirma sells over 800,000 tones ofdetergent products every year and commands a 35% share of the Indiandetergent market, making it one of the world’s biggest detergent brands.Towards this end, he tried his hand at many brand extensions. Fromtoothpaste to salt and matchsticks, they all nestled under the Nirmaumbrella.
  8. 8. Incorporated as a private limited company, Nirma was converted into adeemed public company and then to a public limited one in Nov.93. Nirmais an over Rs. 17 billion brand with a leadership presence in Detergents,Soaps and Personal Care Products, offering employment to over 15,000people. In fiscal 1997, the Nirma group restructured operations and mergedfour companies – Nilinta Chemicals, Nirma Detergents, Nirma Soaps andDetergents, and Shiva Soaps and Detergents – with its flagship Nirma Ltd.Products are marketed through a 100-per cent subsidiary, Nirma ConsumerCare.Nirma has undertaken backward integration into manufacture of IndustrialProducts like Soda Ash, Linear Alkyl Benzene (LAB), Alfa OlefinSulphonates (AOS), Fatty Acid, Glycerine and Sulphuric Acid.Today, Nirmasells over 800000 tones of detergent products annually,giving it a 35% share of the Indian market, which are the world’s secondlargest fabric wash products markets. This makes Nirma Indias largestdetergent marketer and one of the worlds biggest detergent brands. TheCompany has acquired Kisan Industries Limited situated at VillageMoraiya, Dist. Ahmedabad as a going concern, which was engaged in thebusiness of manufacture of detergents, Single Super Phosphate, fertilizerand printing and packaging. The second stream of the 420000 tpa SodaAsh plant at village Kalatalav, Bhavnagar was commissioned in September2000. The Company also set up a pure water plant to manufacture 2.80lacs TPA Vacuum-salt in October 2000.Debottlenecking process which wasMathura Devi inst. Of Tech. andMgmt. , indore Page 12A project on detergent & satisfaction Survey of Nirmamade during 2001-02 by the company resulted in expansion of installedcapacity of Soda Ash at Village Kalatalav, from 420000 TPA to 650000TPA. The total cost of the project is approximately Rs.110 crores. Thisproject is expected to be completed in September, 2002. The companyissued Secured NCD aggregating Rs.360 crores in order to augment itsworking capital and also to bring-in cost effiency in funding costIn detergents market Nirma and Hindustan Lever are closecompetitors with 38% market share each. Nirma leads the popularsegment, while HLL leads the premium detergent powder segment. P&Gand Henkel Spic are the other key competitors in the detergent market.In toilet soaps, HLL has a dominating 63% market share. Nirma hasalso garnered a significant 22% market share in a short time. Other majorplayers in the segment are Godrej Soaps and P&G.The share capital of the company is
  9. 9. Rs.33.9 crore and the total sharesoutstanding amount to 3.39 crore. Theface value per share is Rs.10. Thestock is currently trading at Rs. 418, ason May 28, 2001. The marketcapitalization of the company isRs.1415.85 crore. The free float is 18%and the promoters hold 72% stake inthe company.Mathura Devi inst. Of Tech. andMgmt. , indore Page 13A project on detergent & satisfaction Survey of NirmaANNEXUREBoard of DirectorsChairman & ManagingDirector: Karsanbhai K PatelExecutive Director: Kalpesh A PatelDirector: Shrenikbhai K LalbhaiDirector: Manubhai R ShroffDirector: Rajendra D ShahDirector: Atulya Prasad SarwanDirector: Rakesh K PatelDirector: Hiren K PatelAdditional Director: Kaushikbhai N PatelAdditional Director: Chinubhai R ShahCompany name Sales %yoyOperatingprofit%yoyPAT %yoyNirma Ltd 4826.7 40 1287.9 45 690.9 5Smithkline Beecham ConsumerHealthcare Ltd2376.1 21 512.3 20 324.6 16Pidilite Industries Ltd 1145.9 20 254.2 13 135.4 9Mathura Devi inst. Of Tech. andMgmt. , indore Page 14
  10. 10. A project on detergent & satisfaction Survey of NirmaGodrej Soaps Ltd 2051.8 18 345.3 32 184.7 602Indian Shaving Products Ltd 730.5 16 142.2 23 56.2 16Britannia Industries Ltd 3519 15 317.0 25 145 12Dabur India Ltd 2989.9 14 397.1 35 222.2 24Nestle Ltd 4694 13 875.0 24 497 37Cadbury India Ltd 1866.8 12 350.3 28 171.5 26Reckitt And Colman Of India Ltd 1484.7 11 98.2 (3) 59.9 16Henkel Spic India Ltd 717.44 10 28.6 (15) 7.25 (192)Colgate Palmolive India Ltd 2948 9 311.0 8 176 32I T C Ltd 10028.9 6 4662.7 19 2516.5 22Procter and Gamble Hygiene &Healthcare Ltd1200.9 1 295.2 20 185.4 24Hindustan Lever Ltd 24619 0 4475.8 9 3311.6 16Tata Tea Ltd 2274.9 (2) 655.8 (10) 360.6 (22)Marico Industries Ltd 1630.83 (5) 171.6 4 129.88 9DETERGENT COMPANYS IN INDIA & HIS SALEYoy – year on yeargrowthSource: India Info line databasePerformance of segmentPeriod ended 03/99 03/00 % changeSales value (Rs mn)Detergents 8,100.4 8,110.7 +0.12%Glycerine 257.9 304.7 +18.15%Linear alkyl benzene 761.3 1,565.3 +105.61%Salt 9.0 2.6 -71.11%Mathura Devi inst. Of Tech. andMgmt. , indore Page 15A project on detergent & satisfaction Survey of NirmaShampoo 1.4 0.3 -78.57%Sulphuric acid 64.6 134.1 +107.59%Toilet soap 3,275.3 4,674.9 +42.73%Others 2,259.6 2,383.6 +5.49%Sales volume (unit)Detergents (Ton) 590,031.0 615,749.0 +4.36%Glycerine (Ton) 4,269.0 4,810.0 +12.67%Linear alkyl benzene (Ton) 17,688.0 31,552.0 +78.38%Salt (Ton) 3,588.0 1,044.0 -70.90%Shampoo (Ton) 19.0 4.0 -78.95%Sulphuric acid (Ton) 51,588.0 67,028.0 +29.94%Toilet soap (Ton) 75,102.0 106,626.0 +41.97%Unit realisation (Rs/unit)
  11. 11. Detergents (Ton) 13,729 13,172 -4.05%Glycerine (Ton) 60,421 63,347 +4.84%Linear alkyl benzene (Ton) 43,040 49,610 +15.26%Salt (Ton) 2,508 2,490 -0.72%Shampoo (Ton) 73,684 75,000 +1.79%Sulphuric acid (Ton) 1,252 2,001 +59.82%Toilet soap (Ton) 43,612 43,844 +0.53%Mathura Devi inst. Of Tech. andMgmt. , indore Page 16A project on detergent & satisfaction Survey of NirmaVision, Mision & PhilosophyNirma is a customer-focused company committed to consistently offerbetter quality products and services that maximise value to the customer.This customer-centric philosophy has been well emphasised at Nirmathrough: Continuously exploring & developing new products & processes. Laying emphasis on cost effectiveness. Maintaining effective Quality Management System. Complying with safety, environment and social obligations.Imparting training to all involved on a continuous basis. Teamwork and active participation all around. Demonstrating belongingness and exemplary behaviour towardsorganisation, its goals and objectives.Mathura Devi inst. Of Tech. andMgmt. , indore Page 17A project on detergent & satisfaction Survey of NirmaNirma is a phenomenon and synonymous with Value for Money. The brandtranscends the specific dynamic of any particular product category, whichis best captured in its above mission statement - a statement of sustainedinnovation, an unceasing effort to deliver better value to consumers,through better product quality.PRODUCTNirma is aptly considered as a marketing miracle and this is reflected inthe strength of the brand. Nirma has successfully challenged and changedthe conventions of detergents marketing and today leading businessschools are analyzing its strategies to demystify this miracle. Nirmas coremarketing thrust revolves around prompting consumer trials by offering agood quality product at most competitive price and retaining these newconsumers by continuously offering the same Value For Money equation.This is borne by the fact that today Nirma can boast of a strong brandloyalty from its 400 million consumer base. Based on the pragmatic
  12. 12. concept of Umbrella Branding, Nirma has been increasingly successful inextending its brand equity to other product categories like PremiumDetergents, Premium Toilet Soaps, Shampoos, Tooth pastes and IodizedSalt, thus opening new vistas to the field of Brand Building.DetergentsNirma dominates the popular detergent segment with brands like NirmaPopular powder, Nirma Detergent powder, Nirma bar, etc. Super NirmaMathura Devi inst. Of Tech. andMgmt. , indore Page 18A project on detergent & satisfaction Survey of Nirmadetergent powder is positioned in the mid-priced segment. Detergentvolumes in FY00 increased by 4.4% to 615,749 tons.Nirma Detergent Powder was launched in 1969, by Mr. KarsanbhaiPatel. The product created a loyal customer base that increased day byday. In 1982 Nirma Detergent Powder became the largest selling detergentpowder in western India and by 1989 the same was established on thenational scene. The detergent when launched was priced one third that ofthe nearest competitor. The detergent powder was overnight converted intoa common mans necessity from being a luxury of a few. The credit goes tothe pioneer of this new environmental friendly technology, Mr. KarsanbhaiPatel who lowered the usage barrier and started the Nirma phenomenonwhich took the world by storm. After a period of more than 20 years thepoly packet for Nirma Detergent Powder was changed in 1998 todifferentiate it from me too look alike.The strategy seems to have worked as consumers have successfullyidentified the new pack as a genuine Nirma product. The product today isavailable in two pack sizes 500 grams and 1000 grams.Mathura Devi inst. Of Tech. andMgmt. , indore Page 19A project on detergent & satisfaction Survey of NirmaSuper Nirma high quality spray dried detergent was launched intomarket in 1996 with a price 40% lower than the nearest competitor offeringthe same quality. With in a short span of two years Nirma Super DetergentPowder cornered substantial market share in the premium detergentsegment. The brand targeted towards Nirma consumers who were shiftingtowards more sophisticated form of washing, clicked very well as the everdependable Nirma Brand name assured high quality at affordable prices.The powder is available in 25 grams, 500 grams and 1000 grams inpolypacks.Nirma launched a flanking brand named Nirma Popular Powder in
  13. 13. selected pockets where Detergent powder usage was limited or the me toobrands were eating into Nirmas share. The product was a good productavailable at prices that would switch people to use branded powder. Thesubstandard products took a severe beating in the pockets where NirmaPopular was launched. It is available in 500 grams and 1000 grams packsizes. The product with similar name and slightly different formulation isbeing sold in the exports market successfully.Nima Green Powder introduced in Q4 - 99 is Nirmas introductions ina segment which was not addressed by Nirma till then. This powderpositioned in the economy segment has lingering fresh lime perfume. Itscores high on cleaning efficiency and generates a good amount of latherleaving clothes sparkling clean. This powder is packed in multi-colour polybag. This product is available in 500-grams and 1-kg packing and is soldexclusively through the efficient Nima distribution network.Driving the inspiration from its success in Detergent powdermarket, Nirma expanded its product portfolio by introducing NirmaDetergent Cake in 1987. The cake was launched keeping in mind thewashing habits of rural India where limited use of bucket and more so ofMathura Devi inst. Of Tech. andMgmt. , indore Page 20A project on detergent & satisfaction Survey of Nirmarunning water added to the wastage of washing powder. The answer wasbrought by Nirma in form of Detergent Cake. The brand today is ranked asmost distributed detergent cake brand in the country by AIMS retail audit.The product is available in two pack sizes of 125 grams and 250 gramsThe positioning of Nirma Popular Detergent Cake is similar to that of NirmaPopular Detergent Powder but meant to fight other detergents cake. Thisproduct is more important as the unorganized players are far morepenetrated in cake market as compared to that in the powder market. Theproduct is available in 125 grams and 150 grams pack sizes. .To meet the consumers growing aspirations and to allow consumersto upgrade to a better quality product, Nirma introduced Super NirmaDetergent Cake in 1992. As Nirma Detergent Cake is to Nirma DetergentPowder, Super Nirma Detergent Cake is to Super Nirma DetergentPowder.It was launched to woo back the Nirma Detergent Cake user who hadshifted to the competitors product. The cake has high detergency value atan affordable price. It is available in 125 grams and 250 grams sizes.Launched in Q4 - 98, Nima Green Cake became a close no.2 in itssegment within 3 months of its launch and was successful in arresting the
  14. 14. growth of competition in this segment. This brand has seen a number ofconsumer promotion schemes tied with it. The splendid laminatedmulticolourwrapper, which shows a slice of lemon and trishul, exemplifies razorsharpdirt cutting efficiency of this cake. This cake is rich in lime perfumeand has an exceptionally high brand recall. It is available in sizes of 125grams and 250 gramsNima Blue Detergent Cake was introduced as a low cost alternative tothe then available blue detergent cakes in Q4 - 99 in very few select statesand has ever since been performing very satisfactorily. It is the epitome ofNirmas endeavor to provide better products at more competitive prices. Itis available in 125 gram and 250 gram pack sizes. This cake is packed in adark blue wrapper and has strong eye catching presence on the shelf.Mathura Devi inst. Of Tech. andMgmt. , indore Page 21A project on detergent & satisfaction Survey of NirmaNima Bartan Bar was launched in Q1 - 2000, gives an outstandingperformance is Nirmas foray into the scourers market. The slogan "DarpanHai Ya Bartan" in the products TV commercial has helped immensely inconveying the message of "Bartan Bars cleaning efficiency very quicklyacross all segments. Our TV commercial supports our positioning of NimaBartan Bar as the one giving superior quality cleanliness and making theutensils shiny and sparkling clean. Nima Bartan Bar is available in a 400gram packing.Nirma Clean was launched in Q2 - 2000 and is available in a 300gram bar packing. The "Chak Chaka Chak" television commercial of NirmaClean, showing a whole set of spotless, clean vessels in a kitchensparkling with starlight, delineates the high cleaning quality of this scouringcake. It is targeted at the low end of the market. Clean is expected totrigger conversion from the unbranded detergent powders and cakes.Nirma expects the scourers market to undergo dynamism with itsintroduction of two scourer cakes.Bathing SoapsNirma Bath Soap (Carbolic): Toilet soap market was dominated byfew MNCs who could monopolistically drive the prices. The growth of toiletsoap market was tremendous in 90s and was expected to increase further.Nirmas brand equity in detergent market was very strong and wasunanimously associated with value for money products. We saw no reasonwhy cannot this be extended to the personal care market. Nirma venturedinto this market with Nirma Bath a carbolic soap to counter the largest
  15. 15. selling soap from a MNC stable. The carbolic soap segment though adeclining market saw a sudden burst of activity. Nirma Bath started gainingMathura Devi inst. Of Tech. andMgmt. , indore Page 22A project on detergent & satisfaction Survey of Nirmasubstantial volumes at the cost of he competitors and Indias largest sellingbrand. The pricing of the product was penetrative at a quality (TFM - 60%)which the competitors could not match. The product is available in 75grams and 150 grams pack sizes.Nirma Beauty Soap: After targeting the largest selling toilet soapwith Nirma Bath, now was the time to target the second largest selling toiletsoap. Nirma after successful launch of Nirma Bath launched, NirmaBeauty.Nirma Beauty was a popular category soap which targeted the middle andlower middle class population of the country. The product had high TFMcontent of 70%, an excellent aroma and an advertisement with a touch ofaspiration. The product became an instant success, and in no time becameIndias third largest selling toilet soap brand. The volumes came from thecategory shift as well as brand switching. The product is available in 100grams and 150 grams pack sizes and three different perfume variants.Recently company has changed its packaging and made it morecontemporary by printing the wrappers on six color Cerruti machine fromItaly thereby differentiating it from the me too look alike. The brand today isgrowing very fast and is firmly moving towards the second position.Competitors triedto copy the concept and the commercial but were not able to matchthe success of the brand. As it is said you cannot fool consumers when itcomes to qualityNirma Premium Soap: For the first time in the history of FMCG therewas an attempt to extend the value for money proposition to the premiumsegment. The concept was innovated by none other than Nirma. Nirmalaunched Nirma Premium Soap during 1996 in the premium soap categorywith 80% TFM, mild fragrance, three variants and a touch of class in itsadvertising. The brand targeted to match the changing Nirma consumersprofile in terms of aspiration, quality consciousness and image perception.The brand has started picking up volumes in the premium soap marketwhich is characterized by large number of brands and cut throatcompetition. Nirma Premium has been able to differentiate itself in thiscluttered market its unique packaging and exclusive advertisement.Mathura Devi inst. Of Tech. and
  16. 16. Mgmt. , indore Page 23A project on detergent & satisfaction Survey of NirmaNirma Lime Fresh was launched in 1997 with absolutely noadvertising support. The lime segment of the toilet soap market wasgrowing at a sedate rate, prior to the launch of Nirma Lime Fresh. Launchof Nirma Lime Fresh saw the volumes of the segment grow at more than10%. During the first year of the launch Nirma Lime Fresh over took thelargest selling brand in the lime segment. The product is pricedcompetitively with 80% TFM content and strong tingling lime fragrance. Thecommercial was aired during the later part of the year which saw thevolume grow rapidly. The commercial shot at Maldives and Switzerlandwitha new and young face was equally liked by consumers. The successfullaunch was termed as the seventh best launch of the year 1997-98 byBusiness Standard. There in no looking back and today Nirma Lime Freshis the undisputed market leader in the lime segment and is giving shivers tothe competition. The product is available in 75 grams and 150 grams.Nima Rose: The remarkable and phenomenal market responsereceived by Nima Rose soap within just two months of its launch has onceagain proved the merits of Nirmas commitment towards its consumers.Nima Rose soap has got an exceptionally fine perfume of rose that lingersaround your body for a long time even after you bath. Due to high TFM(Totally Fatty Matter) content, it provides one of the nicest baths. Thisbrand has already carved niche in its particular segment by achievingleadership position just within tow months of its launch.Nima Lime, the first product in the Nima range of products has a veryhigh TFM content and was introduced in Q2 - 98 when the astoundingsuccess of Nirma Lime Fresh Soap prompted competition to launch limevariants in the same price segments. Nirma is committed to the concept ofumbrella branding. We have reaped benefits of this strategy right from ourinception till date. In the past, we have faced umpteen numbers ofsituations where the competition introduces special campaigns to drawaway the consumers attention from our core brands like Nirma DetergentPowder, Super Nirma Detergent Cake, Nirma Beauty Soap, Nirma LimeFresh Soap, etc. The purpose was to lure away consumer attention fromNirma Lime Fresh Soap by temporarily modifying the product. We, at thisMathura Devi inst. Of Tech. andMgmt. , indore Page 24A project on detergent & satisfaction Survey of Nirmapoint of time introduced a fighter brand called Nima Lime to provide at
  17. 17. shield to our core brand - in this case Nirma Lime Fresh Soap. Thesuccess of Nima Lime has been the cornerstone in Nima brand growinginto a full fledged businessNima Sandal: This soap was launched in Q2 - 99. Over a period oftime, the Indian toilet soap market has fragmented and has seen theemergence of prominent segments such as Sandal, Rose, Jasmine, Bodymoisturizing soaps, Herbal etc. Nima Sandal is Nirmas offering inthe ethnic sandal segment. With a rich and exotic perfume and 80% TFMcontent, this toilet soap is available in a 100 gram packing. Nima Sandal ispromoted by a TV commercial shot at exotic locales depicting the form of21st Century Indian woman. Early market indication promises this brand tobe the future no.1 in this segment.Nima Herbal is the emanation of Nirmas quality and caliber. NimaHerbal is ingrained with benefits that accrue from using various herbs,shrubs, medicinal plants and various day-to-day commodities like sandalwood, lemon, turmeric, coconut, tulsi, neem etc. that are gifted to mankindby nature. Nima Herbal is the natures legacy. It is reflection of Nirmasconviction of "Care For The natures legacy. It is reflection of Nirmasconviction of "Care for the Consumers". It was launched in Q3, 2000 with a78% TFM content in a 100 gram packing.Nirma Herbalina: Nirma has invariably identified the nerve of themarket and answered it at the proper time. We addressed the ayurvedicand medicated soap segment with Nirma Herbalina. Launched in Q3 - 2000with a high TFM content, Herbalina is Nirmas latest introduction in therange of toilet soaps. The natural commodities that are shown on thewrapper blend very well with the green colour of the eye-catching pack.Available in a 100 gram packing size, Nirma Herbalina is the Natural flowof freshness. It is Nirmas yet another impression of Better Products,Mathura Devi inst. Of Tech. andMgmt. , indore Page 25A project on detergent & satisfaction Survey of NirmaBetter Value, Better Living. Herbalina has an exceptional long-lasting,heart-capturing aroma.OTHER PRODUCTS:1. Hair carea. Nirma Beauty Shampoob. Nirma Shikakai2. Toothpastea. Nirma Toothpaste3. Iodized Nirma Free Flow Salt
  18. 18. a. Industrial chemicalsMathura Devi inst. Of Tech. andMgmt. , indore Page 26A project on detergent & satisfaction Survey of NirmaPRICEIvory tower theories are rethinking their business basics-thanks toKarsanbhai K.Patel. Taking on the might of a multinational, his-priceddetergent Nirma captured a majority market share arresting the sales andgrowth of a consumer giant’s up market brand. Among the greatestsuccess stories in the annals of marketing management in India is that of alow-priced detergent of reasonably good quality which, in the course of amere decade, put the skids on a product that was considered the pride of apowerful multi-national. The story of Nirma has become a classic as amarketing case-study. And the story of its progenitor is as genuine andromantic a tale of rags-to-riches as one could hope to find anywhere.For harried housewives, struggling to balance their monthly budgets,Nirma came as a boom. It was much cheaper than Surf, which had alreadygone well out of their reach; and it washed clothes nearly as well. Itscleansing power was far superior to that of the slabs of cheap washingsoaps that had been their sole alternative until then. By the early 1980s theburgeoning sales of Nirma reached a rate of growth that was twice or thriceMathura Devi inst. Of Tech. andMgmt. , indore Page 27A project on detergent & satisfaction Survey of Nirmathat of the industry in general. Moreover, Nirma operated in the small-scalesector and, therefore saved an enormous amount of excise duty thatmultinationals had to pay on every kilo of detergent produced. The lattersimply could not hope to bring the price down to a level that was attractiveenough for the middle and lower-middle classes, which were the bulkssegments for Nirma sales.The pricing policy adopted by Nirma for its Nirma washing powder i.e.adequate Quality at an Affordable price has challenged the mighty HLL’sSurf.Nirma Washing Powder1kg18.0018.00Nirma Washing PoNirma Washing Powder500grams9.00
  19. 19. 9.00Even the second product that Karsanbhai introduced-a low-pricedtoilet soap, which he thoroughly test marketed in Gujarat before goingnational with it in 1990-hs been faring well. Nirma toilet soap retails at amere Rs.2/- with the shopkeeper allowed to retain 25 paisa behind eachcake sold. The Nirma name itself was a guarantee of quality for theconsumer smiles the businessman. It found ready acceptance. Today,Nirmas toilet soap products are priced in the range of Rs 6-9. Nirma LimeFresh, for instance, commands a price of Rs 8 for 75 grams, while NirmaPremium is priced at Rs 9. Nirma Bath, a popular soap, is priced at Rs 6. Incomparison to Nirmas price range, HLLs toilet soap brands are priced at aslight premium. LifeBuoy is priced at Rs 14, and LifeBuoy Gold at Rs 9.The price of Rexona is Rs 9.50, while that of Liril, which competes withNirma Lime Fresh, is Rs 13.Mathura Devi inst. Of Tech. andMgmt. , indore Page 28A project on detergent & satisfaction Survey of NirmaThus it is a well known fact that Nirma’s best Unique SellingProposition is PriceThe result of there cost effective product offering is that though theindustry has been growing at the rate of 15 per cent annually, Nirma’sgrowth has been at least 30-35 per cent a year for the last few years.Nirma has been successful in keeping its prices at such affordablelevels primarily due to their strategy of backward integration projects.These projects had been undertaken with a strategy to become the lowestcost detergent manufacturer in the world. Self sufficiency in key rawmaterials will give protection against commodity cycles besides yieldingsubstantial savings in raw material cost. The company estimates a totalcost saving of 25% in material and handling costs due to the backwardintegration projects. The LAB plant has yielded about 12% cost savingsand the company expects a similar cost saving of about 12-15% once thesoda ash plant stabilizes. Overall the backward integration has yielded acost saving of Rs0.8-1bn last year. Post completion of backward integrationthe company now plans to focus on building large volumes and gain fromeconomies of scale.Till 1985 the Nirmaingredients were simply mixed by hand thusrequiring neither machinery nor capital investment. Due to the scale of hisproduct and the simple non-mechanized production process, Nirmagaineda number of tax and excise benefits for not using electricity. SinceNirmawas a small-scale local venture, they did not have to pay excise
  20. 20. duties that were levied on multinationals.Another area where Nirmasaved millions was in labor costs. Being acottage industry Nirmawas not compelled to abide by minimum wage rules.To maintain low costs Karsanbhai used contract workers who were paidRs.Mathura Devi inst. Of Tech. andMgmt. , indore Page 29A project on detergent & satisfaction Survey of Nirma85 per ton (In 1985 $1 U.S = Indian Rupee 12.368)1for mixing raw materialsand then bagging them into 1000 bags of 1 kg each. Payment was madeaccording to work done and since labor was not permanent no additionaloverhead for benefits etc. needed to be paid. It was not until the mid 80’sthat Nirmastarted to mechanize their production process, however by thenthey were an already well-established name. In 1989 Nirma’s labor costsfor 8000 workers was estimated to be between Rs 15-20 per person day incomparison to HLL who paid their semi-skilled workers approximately Rs30-40 per person day. (In 1989 $1 U.S = Indian Rupee 16.225)2SUPPLY CHAIN OF NIRMA:12Mathura Devi inst. Of Tech. andMgmt. , indore Page 30A project on detergent & satisfaction Survey of NirmaNirma Limited markets its products through its fully owned subsidiary NirmaConsumer Care Limited (NCCL), which was incepted in 1985. NCCL in turnresells these products in the market under the umbrella brands ―NIRMA‖and ―NIMA‖ along with extensions.The distribution strength of Nirma is based on mutually rewarding andsatisfying relationship.Nirma pioneered the concept of flat distribution network. Nirma ConsumerCare Limited operates with two parallel distribution networks. The NIRMAbrand is marketed through the first network, which consists of about 450exclusive distributors. It is one of the lowest cost FMCG distributionchannels of the country.Principal Channel [Nirma Products]: Lowest Cost system in India Speed in distribution FlexibilityThe NIMA range of products is marketed through a parallel marketingnetwork that comprises of more than 2000 distributors.Parallel Channel [Nima Products]:
  21. 21. Wider Reach Speedy Market Intelligence Competitive edge & Better focus Complementing Principal ChannelAll NIRMA and NIMA range of products have a retail reach of over twomillion retail outlets and more than 40 million loyal consumers spread allover the country. The Company has been successful in establishing anextremely good urban as well as rural presence through the two distributionchannels. The distribution channels have played a significant role in makingNirma a household name. The efficient network has made Nirma WashingPowder and Nirma Detergent Cake, the brands with highest penetration inthe respective product categories in the market. The network is wellMathura Devi inst. Of Tech. andMgmt. , indore Page 31A project on detergent & satisfaction Survey of Nirmaequipped to meet the demands of the loyal consumers of the Companyacross the country.The robust network ensures the availability of various products at differentretail outlets across the nation. The Distribution channel is geared up toenhance trade relations, build up the retailer base by providing variousbenefits and incentives, organize and implement different activities togenerate sales and manage numerous other programmes, schemes andactivities concentrated towards business development.DISTRIBUTIONIn its incipient days Karsanbhai Patel’s distribution network andsales force was a one-man team…..himself. Karsanbhai affected hisdeliveries of washing powder on foot. As the popularity of Nirma grew witha spread of positive word-of-mouth Karsanbhai adopted the time-honoredCoco Cola maxim that his product should be available within an arm’slength of desire. So he concentrated on widening his distribution network;and Nirma began surfacing all over Gujarat, in scruffy little shops in eventhe remotest villages. As the product’s fame spread, agents from all overthe country began writing in, and expressing their willingness to operate onthe tiny margins that the businessman gave. Distribution is clearly the keyto rural marketing, which Nirma has pioneered over the years. Nirma has a350 strong sales force, a distributor strength of 400 and a retail reach ofover 1 million outlets. When setting up a distribution system KarsanbhaiwasMathura Devi inst. Of Tech. andMgmt. , indore Page 32A project on detergent & satisfaction Survey of Nirma
  22. 22. extremely aware of the importance of keeping costs down. Once demandfor Nirmahad outgrown his ability to deliver on bicycle he moved on to vansand then later to trucks. Nirmahad neither a field sales force nor owned adistribution network. Karsanbhai negotiated prices with truck and vansuppliers on a daily basis.As sales grew Karsanbhai eventually hired stockists(those who stockedadditional quantities of the goods) as commission agents. On the one handit helped him avoid central sales tax and the stockists were responsible forall transportation, octroi,3handling and delivery costs. There was also astrict system of protocol and distribution depended on prepayment forstocks so as to minimize risk for Nirma.Nirma sells over 800,000 tones of detergent products every year andcommands a 35% share of the Indian detergent market, making it one ofthe world’s biggest detergent brands. The brand promotion efforts arecomplemented by Nirma’s distribution reach and market penetration,through a country wide network of 400 distributors and over 2 million retailoutlets, making Nirma products available from the smallest rural village tothe largest metro.The company has set up for Nima a parallel distribution and sales channelconsisting of 1500 distributors and an independent sales force. A two-tiernetwork, the Nima distribution channel is flat enabling swift marketresponse. The company tookgreat care that the new brand did not cannibalize on the existing brands.The Nima portfolio today complements the Nirma range, furthering thecompanys strategy of Value for Money.3Mathura Devi inst. Of Tech. andMgmt. , indore Page 33A project on detergent & satisfaction Survey of NirmaLevel of Channel Distribution:Mathura Devi inst. Of Tech. andMgmt. , indore Page 34Companymanufacturing unitConsolidatorS Wemhoi-lesalerWholesalerCRoentsauilmere r
  23. 23. A project on detergent & satisfaction Survey of NirmaNIRMACOMPANYDISTR IBUTI ONIN YEA R/4According to “ProductDistribution” .Soda Ash ::...Investment of Rs. 1,140croresCapacity650,000 TPA770 m3/hr capacitySea Water RODMplant40 MW Captive cogenerationplant10,000 MT solidhandlingMathura Devi inst. Of Tech. andMgmt. , indore Page 35A project on detergent & satisfaction Survey of NirmaEnergy efficient technologyfrom AKZO, NetherlandsOnly Soda Ash plant in theworld with full DCS controlsICMA award for Best TotalWater Management Practicesin Chemical IndustryCategoryLinear Alkyl Benzene ::...Investment of Rs. 630 crores75,000 TPA capacityOnly second plant in theworld with Eco-friendly NonHF technology from UOP,USABio-degradable product70 km of integrated pipelinenetwork for feed stock8,00,000 TPA of Feed Stock32% market shareDCS controlled fullyautomatic plantPackaging ::...
  24. 24. Mathura Devi inst. Of Tech. andMgmt. , indore Page 36A project on detergent & satisfaction Survey of NirmaFull range of Packaging facilities13,500 TPA of packagingmaterial7,200 TPA of PolyEthylene filmmanufacturing6,000 TPA PaperWrapper printing6,000 TPA LaminatedWrappers & Pouchmanufacturing 3,600 TPA of StiffnerBoards Poly Coating andSlitting14,000 TPA Craft Papermanufacturing12,000 TPA CorrugatedBox manufacturingState of art production facilities 8 colour printing fromCerruti Spa, Italy 2 lines of 3 - LayerExtrusion Plant fromReifenhauser, Germany Automatic Control fromPrestech, U.K. andEltromet, GermanySoaps ::...Investment of Rs. 200 Crores30,00,000 Soap pieces sold perdayAnnual sales of Rs. 500 crore20% market shareSecond largest soapmanufacturer in IndiaFour lines of 500 soaps perMathura Devi inst. Of Tech. andMgmt. , indore Page 37A project on detergent & satisfaction Survey of NirmaminuteDetergents ::...50,00,000 pieces sold per day38% market share
  25. 25. Largest Detergent manufacturerof IndiaEdible Salt ::...Asia’s largest salt worksSpread over 30,000 acresEdible salt capacity of 288,000tpaEdible vacuum evaporated saltplant withTechnology from akzonobel, netherlandsTripple effect monelcladded evaporatorFluidized bed dryerHuman contact free processfrom water to packagingIndustrial Salt ::...Mathura Devi inst. Of Tech. andMgmt. , indore Page 38A project on detergent & satisfaction Survey of NirmaAsia’s largest salt worksSpread over 30,000 acresIndustrial salt capacity of15,00,000 tpaOthers ::...AOS ( Alfa Olefin Sulfonate )Sulfuric AcidGlycerinSSP ( Single Super Phosphate )Detergents ::...50,00,000 pieces sold per day38% market shareLargest Detergent manufacturerof IndiaEdible Salt ::...Asia’s largest salt worksSpread over 30,000 acresEdible salt capacity of 288,000tpaEdible vacuum evaporated saltplant withTechnology from akzonobel, netherlandsTripple effect monelcladded evaporatorMathura Devi inst. Of Tech. and
  26. 26. Mgmt. , indore Page 39A project on detergent & satisfaction Survey of NirmaFluidized bed dryerHuman contact free processfrom water to packagingIndustrial Salt ::...Asia’s largest salt worksSpread over 30,000 acresIndustrial salt capacity of15,00,000 tpaOthers ::...AOS ( Alfa Olefin Sulfonate )Sulfuric AcidGlycerinSSP ( Single Super Phosphate )Chenal partner-Nirma Limited markets its products through its fully ownedsubsidiary Nirma Consumer Care Limited (NCCL), which wasincepted in 1985. NCCL in turn resells these products in themarket under the umbrella brands ―NIRMA‖ and ―NIMA‖ alongwith extensions.The distribution strength of Nirma is based on mutuallyrewarding and satisfying relationship.Mathura Devi inst. Of Tech. andMgmt. , indore Page 40A project on detergent & satisfaction Survey of NirmaNirma pioneered the concept of flat distribution network.Nirma Consumer Care Limited operates with two paralleldistribution networks. The NIRMA brand is marketed throughthe first network, which consists of about 450 exclusivedistributors. It is one of the lowest cost FMCG distributionchannels of the country.Principal Channel [Nirma Products]:Lowest Cost system in IndiaSpeed in distributionFlexibilityThe NIMA range of products is marketed through a parallel marketing network thatcomprises of more than 2000 distributors.Parallel Channel [Nima Products]:Wider ReachSpeedy Market IntelligenceCompetitive edge & Better focusComplementing Principal ChannelAll NIRMA and NIMA range of products have a retail reach of over two million retailoutlets and more than 40 million loyal consumers spread all over the country. The
  27. 27. Company has been successful in establishing an extremely good urban as well as ruralpresence through the two distribution channels. The distribution channels have played asignificant role in making Nirma a household name. The efficient network has madeNirma Washing Powder and Nirma Detergent Cake, the brands with highest penetrationMathura Devi inst. Of Tech. andMgmt. , indore Page 41A project on detergent & satisfaction Survey of Nirmain the respective product categories in the market. The network is well equipped to meetthe demands of the loyal consumers of the Company across the country.The robust network ensures the availability of various products at different retail outletsacross the nation. The Distribution channel is geared up to enhance trade relations,build up the retailer base by providing various benefits and incentives, organize andimplement different activities to generate sales and manage numerous otherprogrammes, schemes and activities concentrated towards business development.Reach---Nirma Limited markets its products through its fully owned subsidiary Nirma ConsumerCare Limited (NCCL), which was incepted in 1985. NCCL in turn resells these productsin the market under the umbrella brands ―NIRMA‖ and ―NIMA‖ along with extensions.The distribution strength of Nirma is based on mutually rewarding and satisfyingrelationship.Nirma pioneered the concept of flat distribution network. Nirma Consumer Care Limitedoperates with two parallel distribution networks. The NIRMA brand is marketed throughthe first network, which consists of about 450 exclusive distributors. It is one of thelowest cost FMCG distribution channels of the country.Principal Channel : Lowest Cost system in India Speed in distribution FlexibilityThe NIMA range of products is marketed through a parallel marketing network thatcomprises of more than 2000 distributors.Parallel Channel : Wider Reach Speedy Market Intelligence Competitive edge & Better focus Complementing Principal ChannelAll NIRMA and NIMA range of products have a retail reach of over two million retailoutlets and more than 40 million loyal consumers spread all over the country. TheCompany has been successful in establishing an extremely good urban as well as ruralpresence through the two distribution channels. The distribution channels have played aMathura Devi inst. Of Tech. andMgmt. , indore Page 42A project on detergent & satisfaction Survey of Nirmasignificant role in making Nirma a house-hold name. The efficient network has madeNirma Washing Powder and Nirma Detergent Cake, the brands with highest penetrationin the respective product categories in the market. The network is well equipped to meet
  28. 28. the demands of the loyal consumers of the Company across the country. The robustnetwork ensures the availability of various products at different retail outlets across thenation. The Distribution channel is geared up to enhance trade relations, build up theretailer base by providing various benefits and incentives, organize and implementdifferent activities to generate sales and manage numerous other programmes,schemes and activities concentrated towards business development.Profit & Loss account for the year ended 31 st March 2006Rs in crores2005-2006 2004-2005Income 1949.80 1834.90Expenditure 1449.36 1325.38Profit before depreciation & Tax 500.44 509.52Profit before Tax 344.02 352.81Net profit 241.38 284.65Mathura Devi inst. Of Tech. andMgmt. , indore Page 43A project on detergent & satisfaction Survey of NirmaMarket share of Nirma20% market capture by nirma in 2007.Q.1 DO YOU USE DETERGENT ?Mathura Devi inst. Of Tech. andMgmt. , indore Page 44A project on detergent & satisfaction Survey of NirmaQ.2 WICH PROUDCUT USE IN DETERGENT ?Mathura Devi inst. Of Tech. andMgmt. , indore Page 45A project on detergent & satisfaction Survey of NirmaQ.3 WHAT YOU THINK ABOUT NIRMA ?Q. 4 Wich product is the best of nirma ?Q. 5 Dose the cost effect on your choice ?Mathura Devi inst. Of Tech. andMgmt. , indore Page 46A project on detergent & satisfaction Survey of NirmaSUGGESTIONSNIRMA is best detergent company in india. Its product quality is also verygood. But compare to other company nirma’s marketing is lower then other.If Nirma improve his marketing quality. So he improve his sale in Indianmarket.Because ―jo dikta hai wo bikta hai‖.➢ Doing market survey. And justify the costumer.➢ Should be more particular about Post Sales Follow Up as it shows
  29. 29. the concern of the company with the customer.➢ Should put in more efforts to promote the Nirma product.➢ Improve themarketing strategy.Mathura Devi inst. Of Tech. andMgmt. , indore Page 47A project on detergent & satisfaction Survey of NirmaBibliography:www.google.comwww.nirma.comMagazines(india today)Marketing Management by Philip KotlerKothari. C. R, Research Methodology, New Age International(P)Ltd., New DelhiMathura Devi inst. Of Tech. andMgmt. , indore Page 48A project on detergent & satisfaction Survey of NirmaBeing an esteem customer of Nirma Limited you are requested to take out a few minutes and fillthe following questionnaire.Q.1 DO YOU USE DETERGENT ?Mathura Devi inst. Of Tech. andMgmt. , indore Page 49A project on detergent & satisfaction Survey of NirmaYes-NOQ.2 WICH PROUDUT USE IN DETERGENT ?1. Nirma2. Surf Exel3. Tide4.GhadiQ.3 WHAT YOU THINK ABOUT NIRMA ?………………………………………………………………..……………………………………………………………….……………………………………………………………….Q. 4 WICH PRODUCT PRODUCT IS THE THE BEST NIRMA ?1.Soap2.Detergent3.otherQ. 5 DOES THE COST EFFECT ON YOUR CHOICE ?Yes-NOQ.6 WHATDO YOU THINK ABOUT NIRMA ?………………………………………………………………………………………………………………………………………………………………………………..Thanks….Mathura Devi inst. Of Tech. andMgmt. , indore Page 50

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