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SWOT ANALYSIS OF
Presented by:- Ishita Banerjee, Prabha Kumari
Satya Prakash Pandey, Rajesh Sharma11/15/2014 MARKETING MANAGEMENT
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Introduction
Started as a one-product one-man outfit in 1969 bya chemist Karsanbhai Patel, at Ahmadabad.
The companys mission to provide, Better products
Better Value, Better Living contributed a great deal
to its success. 11/15/2014MARKETING MANAGEMENT
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Basic Features Nirma was a basic detergent with no color, design or
sophistication on the pack the product
Was priced at around 35% of surf.
Market share grew from 0% in 1976 to about 60% in1987 in over a period of ten years
It has become the largest selling brand and thesuccess of Nirma is due to affordable price, mediumquality, distribution reach and effective use of media.
The title NIRMA GIRL going round andround on her feet makes a strong impact for the
brand
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Story of success(cont..) At the starting of the
company Dr. Karsanbhai
Patel was making detergents
in the 100 Sq. Ft. back yard
of his home, a village in Gujarat
using bare hands & bucket
Once the mixture is ready,he used to pack them in
polythene bag and use to sell
door to door.11/15/2014 MARKETING MANAGEMENT
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Consolidate strengths .
Minimizes weakness.
Helps to grab the
opportunity.
Minimizes threats.
Facilitates planning.
Facilitates alternativechoices.
Helps to innovate
Ensure survival & success.
van age oAnalysis
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Strength
Strong brand equity. Nirma is a Rs.17 billion
umbrella brand offering consumers a broad
portfolio of products at multiple price points in the
Detergents, soaps and personal care market.
Long-term and strong relationship
With customers ,as well as goodwillof the brand.
Strong and wide distribution channel
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Strength(cont..) Nirma have now diversified business, spreaded in
various sectors.
Market leadership in detergent and fabric wash and
toilet soap
Produce a range of industrial chemical products
which primarily serve as raw
material or intermediates for
soaps and detergent business.
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Product Ranges
Consumer Products
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Product Ranges
Industrial Products LAB (Linear Alkyl Benzene)
AOS(Alfa Olefin Sulphate)
Sodium silicate
Sulphuric Acid
Glycerin
Pure salt
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Education Industry
Nirma University with following institutes- Nirma institute of
management.
Nirma institute of law.
Nirma institute of
technology
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weakness High interest burden
Less presence in premium segment.
Lack global tie-ups and thus lacking in export
market
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Opportunities
Exports to developing /neighboring countries
Acquisition for strengthening its distribution tie ups.
Entry into other categories like shampoos,toothpastes and fabric whiteners.
Increase market share in premium
segment by launching variants.
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Opportunities Nirma would have a great future in service
industry, as they already have the brand goodwill.The prospective sectors would be.
- Education
- Hotel industry
- Health Care Services- Rural Financial services
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Threats
MNCs coming to India
particularly in Toilet
Soap industry.
Emergence of small but
strong regional players.
Broad attack from HUL
and P & G.
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Threats
With growth in size, arise the challenges of
organization and control. Nirma needs to focus on
these challenges and see how it can retain some of
its nimbleness and yet
reap the advantages
of size, such as the
economics of scale.
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Area of improvement: Introduction of new sachet
Introduction of family jar.
Improvement in distributing pattern.
Improvement in advertisement
and mode of advertisement.
Improvement upon R & D. Offer better commission to
the sellers for selling the product.
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CONCLUSION
From 1969 to 2012, from a small firm to a big
industry with 21 branches, from one man outfit to
14000 employees and from 0%profit to 2500cr.
Turnover per year, is not such a easy story.
There were lot of planning, analysis, hard work and
dedication behind the key of success of that
diversified business.
It all become possible, when a company or an
individual know their SWOT analysis.
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THANK YOU FOR UR
TIME & SUPPORT
11/15/2014MARKETING MANAGEMENT