A Group Presentation

On NIRMA- Marketing Strategy

….a revolution

…..a dynamic phenomenon

that changed our lives…

Introduction

It was launched in 1969 by Karsanbhai Patel.Named ‘NIRMA’ after his daughter Nirupama.Nirma is a customer focused company.Company’s Priority….. Better

productsBetter ValueBetter living

Products

Products

Consumer products

Industrial products

•Detergents•Soaps•Edible Salt•Scouring products

• Sulphuric Acid• Glycerin

• Soda • Ash

• Pure Salt

Problem identification

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)

OTHERSGODREJNIRMAHLLWIPRO

Measures taken by the company• 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

Consequences

• 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.

Lesson from the case study

• 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.

Conclusion• Believes in discipline and pleasant working environment.

• Deliver the best satisfaction to customers.

• Focused on quality, empowerment and opportunity rather than price.

Campus Overview

907/A Uvarshad, GandhinagarHighway, 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.