Nirma should work on 4ps as its promotion price both are not very stong

1. SWOT ANALYSIS OF
Presented by:- Ishita Banerjee, Prabha Kumari
Satya Prakash Pandey, Rajesh Sharma
3/12/2012 MARKETING MANAGEMENT

2. Introduction
• Started as a one-product one-man outfit in 1969 by
a chemist Karsanbhai Patel, at Ahmadabad.
• The company’s mission to provide, “Better products
Better Value, Better Living” contributed a great deal
to its success. MARKETING MANAGEMENT 3/12/2012

3. 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% in
1987 in over a period of ten years
• It has become the largest selling brand and the
success of Nirma is due to affordable price, medium
quality, distribution reach and effective use of media.
• The title 'NIRMA GIRL' going round and
round on her feet makes a strong impact for the
brand
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4. 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.
3/12/2012 MARKETING MANAGEMENT

5. Now the company has 14000 employee and
yearly turn over 2500 cr. approximately.
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6. 3/12/2012
MARKETING MANAGEMENT

7. Advantage of SWOT
Analysis
• Consolidate strengths .
• Minimizes weakness.
• Helps to grab the
opportunity.
• Minimizes threats.
• Facilitates planning.
• Facilitates alternative
choices.
• Helps to innovate
• Ensure survival & success.
3/12/2012 MARKETING MANAGEMENT

8. 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 goodwill
of the brand.
• Strong and wide distribution channel
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9. 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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10. Product Ranges
Consumer Products
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11. Product Ranges
Industrial Products
• LAB (Linear Alkyl Benzene)
• AOS(Alfa Olefin Sulphate)
• Sodium silicate
• Sulphuric Acid
• Glycerin
• Pure salt
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12. Education Industry
Nirma University with following institutes-
• Nirma institute of
management.
• Nirma institute of law.
• Nirma institute of
• technology
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13. weakness
• High interest burden
• Less presence in premium segment.
• Lack global tie-ups and thus lacking in export
market
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14. 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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15. 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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16. 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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17. 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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18. 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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19. 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.
3/12/2012 MARKNG MANAGEMENT

20. THANK YOU FOR UR
TIME & SUPPORT
3/12/2012
MARKETING MANAGEMENT