8/12/2019 nirma-130316080200-phpapp02

1/26

OUR COMPANY

Presented byUTPAL

RAJKONWARNERIM-GUWAHATI

8/12/2019 nirma-130316080200-phpapp02

2/26

8/12/2019 nirma-130316080200-phpapp02

3/26

AGENDA FOR DISCUSSION

PAST & PRESENT SENERIO OF NIRMA Ltd

VISION,MISSION & PHILOSOPHY

HISTORY OF NIRMA WINNING STRATEGY OF NIRMA

SWOT ANALYSIS OF NIRMA LTD.

ANALYSIS THROUGH BCG MATRIX.

ANALYSIS THROUGHPORTERS MODEL

FUTURE ANTICIPATION.

8/12/2019 nirma-130316080200-phpapp02

4/26

Our COMPANY PROFILE

Type: Private

Industry: FMCG

Founded : 1969

Founder : karsonbhai patel (CMD)

Product : Nirma Detergent, Nirma soap

Corporate Address: Nirma House, AshramRoad,Ahmedabad-380009, Gujarat

www.nirma.co.in

8/12/2019 nirma-130316080200-phpapp02

5/26

ABOUT NIRMA COMPANY

Nirmais a group of companies based in the cityof Ahmedabad in western India that manufactures products

ranging from cosmetics, soaps, detergents, salt, soda ash,

LAB and Injectibles.

Karsanbhai Patel, a well known entrepreneur and

philanthropist of Gujarat, started Nirma as a one-man

operation.

Today Nirma has over 15000 employees and a turnover of

over Rs. 3550 crores. In 2004, Nirma's detergent

approached 800,000 tonnes one of the largest volumes sold

in the worldunder a single brand 'NIRMA'.

8/12/2019 nirma-130316080200-phpapp02

6/26

Better quali ty product and services that maximize value tothe customer

VISION

MISSION

To ProvideBetter Products, Better Value, Better living

8/12/2019 nirma-130316080200-phpapp02

7/26

8/12/2019 nirma-130316080200-phpapp02

8/26

SOME FACTS OF NIRMA

Nirmais name after Nirupama(Nima) daugther of

Dr.Karsanbhai patel

Dudh si safedi nirma se aye rangin kapada bhi khil khil jaye jingle

used for last 35 yearsSame radio spot has been used consistenly for last 28 years.

Nirma is one of the largest selling single detergent brand in the

world.

8/12/2019 nirma-130316080200-phpapp02

9/26

Of NIRMA since 1969

8/12/2019 nirma-130316080200-phpapp02

10/26

MILESTONES OF SUCCESS

One of the worlds largest and most integrated

manufaturer of detergent and toilettries.

Largest player of india detergent market with a

share of 38%.

Second largest toilet soap marketer of the

country with a share of 20%

TODAY

8/12/2019 nirma-130316080200-phpapp02

11/26

SUCCESS STORY OF NIRMA

It was in 1969 that Dr. Karsanbhai Patel started

Nirma and went on to create a whole new

segment in the Indian domestic detergent

market.Karsanbhai Patel used to make detergent

powder in the backyard of his house in

Ahmedabad and then carry out door to

door selling of his hand made product.

He gave a money back guarantee with everypack that was sold Karsanbhai Patel managed

to offer his detergent powder for Rs. 3 per kg

when the cheapest detergent at that time was

Rs.13 per kg and so he was able tosuccessfully target the middle and lower middle

income segment.

8/12/2019 nirma-130316080200-phpapp02

12/26

Nirma became a huge success and all this was a result of

Karsanbhai Patel's entrepreneurial skills.

Karsanbhai Patel had good knowledge of chemicals and he came

up with Nirma detergent which was a result of innovative

combination of the important ingredients. Indigenous method wasused ,and also the detergent was more environment friendly.

Nirma has always been known for offering quality products at

affordable prices and thus creating good value for the consumer .

In the 1980s nirma moved ahead of Surf , a detergent by HLL , to

capture a large market share. Later, Nirma successfully entered in

the premium segment of soaps and detergents. Nirma went on to

become the largest detergent and the second largest soap company

in India.

Sabki Pasand Nirma

8/12/2019 nirma-130316080200-phpapp02

13/26

Nirma Washing Powder

Nirma Detergent Cake

Super Nirma Washing Powder

Nirma Popular Detergent

Nirma Popular Detergent Cake

Nima Green Powder

Detergents Nirma Bath SoapNirma Premium soap

Nirma Beauty Soap

Nirma Lime Fresh Soap

Nima Rose

Nima Sandal

Nima Lime

Nima HerbalNirma Herbalin

Soaps

Our products

8/12/2019 nirma-130316080200-phpapp02

14/26

LAB ( Linear Alkyl Benzene )

AOS ( Alfa Olefin Sulfonate )

Sulfuric Acid

Glycerin Vacuum Evaporated Iodized Salt

SSP ( Single Super Phosphate )

Sodium Silicate

INDUSTRIAL PRODUCT

OTHER PRODUCTS

Nirma bauty shampoo

Nirma Shikakai

Nirma Toothpaste

Iodized Nirma Free Flow Salt

8/12/2019 nirma-130316080200-phpapp02

15/26

NIRMA (8 location)

Depots (35)

Distributor (2000)

Retailer(2 Mn)

Customer (400Mn)

Distribution channel :

8/12/2019 nirma-130316080200-phpapp02

16/26

ADVERTISING:

Radio Advertising

T.V. Advertising

Through add films promoting the sales of its products

Brand Ambassadors :

Sonali Bendre Preeti Jhangiani

Hansika Motwani (Current)

8/12/2019 nirma-130316080200-phpapp02

17/26

WIINING STRATEGY OF NIRMA

MARKET CREATION

BUSINESS

IDEA

ECONIMIES

OF SCALEPRODUCT

INNOVATION

VALUE FOR

CUSTOMER

MARKETING AND

DISTRIBUTION

UMBRELLA

BRANDING

PARALLEL

DISTRIBUTION

BACKYARD

INTEGRATION

8/12/2019 nirma-130316080200-phpapp02

18/26

Nirma adopted backward integration strategy for the regular supply of raw

materials,90 % of which they manufacture themselves.Nirma also gave due

importance to modernization ,expansion and upgradation of the production

facilities.The company also made sure that it uses the latest technology and

infrastructure.

The best case of - Give your consumer where he wants and at the price he

wants, selling will be done quite automatically. This is the marketing

'mantra' of Nirma.

WIINING STRATEGY OF NIRMA

8/12/2019 nirma-130316080200-phpapp02

19/26

BCG MATRIXPORTERS MODEL

Company analysis through

8/12/2019 nirma-130316080200-phpapp02

20/26

PORTERS MODEL FOR NIRMA

CG Of

8/12/2019 nirma-130316080200-phpapp02

21/26

Stars Question Marks

Cash Cows Dogs

Ma

rketgrowthrate

High

Low

BCG Matrix Of NIRMA

Relative market share

High Low

NirmaBeauty

Shampoo

Nirma

toothpa

ste

Nirma

Detergent

Powder andCake

Nirma

Bathing

Soap

8/12/2019 nirma-130316080200-phpapp02

22/26

8/12/2019 nirma-130316080200-phpapp02

23/26

SWOT ANALYSIS OF NIRMA

OOpportunitiesA growing FMCG marketFast development rural marketEntry into other categories like

shampoo, toothpaste.

TThreatsStrong competitors

Substitute product

Market entry by new players

WWeaknessesSub-optimal working condition

Less popular with the elite class

High interest burden

Lack of global tie-up

SStrengthLow costStrong distribution channel

High productivity

High brand quality

Internal

factors

Positive Negative

Externalfactors

8/12/2019 nirma-130316080200-phpapp02

24/26

1 YEAR DOWN THE LINE:

F i f (N 10

8/12/2019 nirma-130316080200-phpapp02

25/26

Future strategies of our company (Next 10 year

down the line)

We expand our brands in global market with the help of joint venture business

with P &G

Insurance business.

Manufactured a new product Nirma Deodorent ,Nirma Face wash. (man & women)

8/12/2019 nirma-130316080200-phpapp02

26/26