Nirma Has Customer Centric Philosophy

8/9/2019 Nirma Has Customer Centric Philosophy

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INTRODUCTION

Founded-1969Headquarter-Ahemdabad

Keypeople-KPatel

Industry-FMCGProducts-Soap,Detergent &etc.

Employee-14000

Website-www.nirma.co.in

Type-Public


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ProductList

Detergent

Powders

Detergent

Cakes

Bathing

soaps

Other

Products

Industrial

Products


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Nirma has customer centricNirma has customer centric

philosophyphilosophy

Continuously exploring & developing new products &processes.

Laying emphasis on cost effectiveness.

Maintaining effective Quality Management System.

Complying with safety, environment and social obligations.

Imparting training to all involved on a continuous basis.

Teamwork and active participation all around.


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Nirma is the Rs.17 billion Detergents, Soaps andPersonal Care Products Brand, a market leader inthe Indian detergent market .

second largest in bathing soaps... the brandNIRMA being one of the world's biggest in it'ssegment.

a result of it's mission to provide 'Better Products,Better Value, Better Living'.

Nirma sells over 800,000 tones of detergentproducts every year and commands a 38% shareof the Indian detergent market.


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Principal Channel [NirmaPrincipal Channel [Nirma

Products]:Products]:

Lowest Cost system in India

Speed in distribution

Flexibility The NIMA range of products is marketed

through a parallel marketing network that

comprises of more than 2000 distributors.


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Parallel Channel [NimaParallel Channel [Nima

Products]:Products]:

Wider Reach

Speedy Market Intelligence

Competitive edge & Better focus

Complementing Principal Channel

All NIRMA and NIMA range of products have a

retail reach of over two million retail outlets and

more than 40 million loyal consumers spread allover the country


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The robust network ensures the availability of

various products at different retail outlets across

the nation. The Distribution channel is geared up

to enhance trade relations, build up the retailerbase by providing various benefits and

incentives, organize and implement different

activities to generate sales and manage

numerous other programs, schemes andactivities concentrated towards business

development.


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Soaps of nirma companySoaps of nirma company

Investment of Rs. 200 Crores

30,00,000 Soap pieces sold per day

Annual sales of Rs. 500 crore 20% market share

Second largest soap manufacturer in India

Four lines of 500 soaps per minute


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Detergent of nirma companyDetergent of nirma company

50,00,000 pieces sold per day

38% market share

Largest Detergent manufacturer of India


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Segment of market for NirmaSegment of market for Nirma

There are different basis for different productsbut in general:-

The largest & suitable market is rural market.

It can be differentiate on the basis of standard ofliving of people.

Prices of nirma product are suitable for medium& low level families & products are branded.

we can segment on the basis of climate, like insouth India humidity is there so they need moredetergent power as well as bath soap. Cont


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MarketSegmentation


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Nirma dominates the popular detergent segmentwith brands like Nirma Popularpowder, NirmaDetergentpowder, Nirma bar, etc.

Super Nirma detergent powder is positioned in

the mid-priced segment. Detergent volumes inFY00 increased by 4.4% to 615,749 tons.

Super nirma- The brand targeted towards Nirmaconsumers who were shifting towards more

sophisticated form of washing. Nima green power-. This powder positioned inthe economy segment has lingering fresh limeperfume.


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Nirma Detergent Cake The cake was launchedkeeping in mind the washing habits of rural India wherelimited use of bucket and more so of running wateradded to the wastage of washing powder.

Super Nirma Detergent Cake - It was launched to wooback the Nirma Detergent Cake user who had shifted tothe competitor's product.

Nirma Clean - It is targeted at the low end of themarket.

Nirma Premium Soap - The brand has started pickingup volumes in the premium soap market which ischaracterized by large number of brands and cut throatcompetition


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MarketStrategies


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Strategy for becoming no.-1Strategy for becoming no.-1

companycompany

Nirma can adopt many strategies like

increasing sales, cost reduction, capture

large part of segment etc.

Prime Competitors of nirma-

Company name Sales

(Crore)

% yoy Operatingprofit

% yoy PAT(Crore)

%yoy

Nirma Ltd 4826.7 40 1287.9 45 690.9 5

I T C Ltd 10028.9 6 4662.7 19 2516.5 22

Hindustan Lever Ltd 24619.0 0 4475.8 9 3311.6 16


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In the competition of HLL nirma should increase

its sales by more than 410.05% in year or it can

improve its sales in 5 to 6 years to becoming no.-1

company because HLLs sales is now notincreasing.

Operating profit of nirma is increasing by 45%

,and HLLS operating profit % is only 9%.

Profit can be maximized by increasing sales andreducing cost on product.


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Some other suggestions:-

Offer a guarantee that makes sense to

customer.

Recognize long-term customers.

Introducing something new.

Make realistic promises.

Company should attract women because mostof products of nirma are concerned with women.


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Public relation & Press release: Brand can

Gain a lot of attention from well placed newspaperand magazine stories.

Sponsorship : Brands are frequently promoted insponsored events such as sports event.

Club & Consumers community: companies can form acenter of a customer community.


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Documents

Nirma Has Customer Centric Philosophy