Nirma case study - Unitedworld School of Business

2. A
Group Presentation
On
NIRMA- Marketing Strategy

3. ….a revolution
…..a dynamic phenomenon
that changed our lives…

4.  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

5. Products
Consumer
products
Industrial
products
•Detergents
•Soaps
•Edible Salt
•Scouring products
•Sulphuric Acid
•Glycerin
•Soda
•Ash
•Pure Salt

6.  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

7. • 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

8. • 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.

9. • 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.

10. • Believes in discipline and pleasant working
environment.
• Deliver the best satisfaction to customers.
• Focused on quality, empowerment and opportunity
rather than price.

11. 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.