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Nirma case study


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Nirma case study - Unitedworld School of Business

Nirma case study

  1. 1. A Group Presentation On NIRMA- Marketing Strategy
  2. 2. ….a revolution …..a dynamic phenomenon that changed our lives…
  3. 3.  It was launched in 1969 by Karsanbhai Patel.  Named ‘NIRMA’ after his daughter Nirupama.  Nirma is a customer focused company.  Company’s Priority….. Better products Better Value Better living
  4. 4. Products Consumer products Industrial products •Detergents •Soaps •Edible Salt •Scouring products •Sulphuric Acid •Glycerin •Soda •Ash •Pure Salt
  5. 5.  Low financial support.  Staff strength was very low.  At that time it faced stiff market competition as market was fully dominated by HLL . 8% 8% 15% 65% 4% MARKET SHARE ON TOILET SOAP(1999-00) OTHERS GODREJ NIRMA HLL WIPRO
  6. 6. • Nirma products were sold at half price as compared to its rivals. • Nirma products were available at that time in 25gm, 500gm, 1000gm.. • Channels NIRMA DISTRIBUTORs RETAILERS(2mn) • 400 mn consumers
  7. 7. • From one man-one product in 1969 to a 17 bn company within three decades. • By 1970, NIRMA dominated the market by making the product available at affordable price. • For the year 2000 NIRMA’s turnover increased by 17%. • Acquired KISAN Industries at MORIYA near Ahmedabad in March 2000.
  8. 8. • It is believed that each member is equally important for the organization . • They provide complete education ,personality development session as well as job oriented programs. • They belief that this type of program will make an individual better person which leads to high productivity.
  9. 9. • Believes in discipline and pleasant working environment. • Deliver the best satisfaction to customers. • Focused on quality, empowerment and opportunity rather than price.
  10. 10. Campus Overview 907/A Uvarshad, Gandhinagar Highway, Ahmedabad – 382422. Ahmedabad Kolkata Infinity Benchmark, 10th Floor, Plot G1, Block EP & GP, Sector V, Salt-Lake, Kolkata – 700091. Mumbai Goldline Business Centre Linkway Estate, Next to Chincholi Fire Brigade, Malad (West), Mumbai – 400 064.