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OUR COMPANY Presented by – UTPAL RAJKONWARNERIM-GUWAHATI
FOUNDER OF OUR COMPANY Founder of Nirma is Dr. Karsanbhai Patel, son of a small- time farmer and a qualified Science graduate. In 1969, the year he founded Nirma, Karsanbhai Patel was working as junior chemist in Government laboratory. In the night Karsanbhai used to make detergent in the 100 Sq. Ft. back yard of his home, using bare hands and bucket. Karsanbhai Khodidas Patel
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 THROUGH PORTER’S MODEL FUTURE ANTICIPATION.
ABOUT NIRMA COMPANY Nirma is a group of companies based in the cityof Ahmedabad in western India that manufactures productsranging from cosmetics, a well known entrepreneur and Karsanbhai Patel, soaps, detergents, salt, soda ash, philanthropist of Gujarat, Injectibles. LAB and started Nirma as a one-man operation. Today Nirma has over 15000 employees and a turnover of over Rs. 3550 crores. In 2004, Nirmas detergentapproached 800,000 tonnes one of the largest volumes sold in the world – under a single brand NIRMA.
VISIONBetter quality product and services that maximize value tothe customerMISSIONTo Provide“Better Products, Better Value, Better living”
SOME FACTS OF NIRMA•“Nirma” is name after Nirupama(Nima) daugther ofDr.Karsanbhai patel•“Dudh si safedi nirma se aye rangin kapada bhi khil khil jaye” jingleused for last 35 years• Same radio spot has been used consistenly for last 28 years.• Nirma is one of the largest selling single detergent brand in theworld.
MILESTONES OF SUCCESSTODAYOne of the worlds largest and most integratedmanufaturer of detergent and toilettries.Largest player of india detergent market with ashare of 38%.Second largest toilet soap marketer of thecountry with a share of 20%
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 Karsanbhai Patel used to make detergent market. He gave a money back guarantee with every pack that was the backyard of his managedin powder in sold Karsanbhai Patel house toAhmedabad and powder for Rs. 3 door to offer his detergent then carry out per kg when the cheapest detergent at that time was door selling of his hand made product. Rs.13 per kg and so he was able to successfully target the middle and lower middle income segment.
Sabki Pasand NirmaNirma became a huge success and all this was a result ofKarsanbhai Patels entrepreneurial skills.Karsanbhai Patel had good knowledge of chemicals and he cameup with Nirma detergent which was a result of innovativecombination of the important ingredients. Indigenous method wasused ,and also the detergent was more environment friendly.Nirma has always been known for offering quality products ataffordable prices and thus creating good value for the consumer .In the 1980s nirma moved ahead of Surf , a detergent by HLL , tocapture a large market share. Later, Nirma successfully entered inthe premium segment of soaps and detergents. Nirma went on tobecome the largest detergent and the second largest soap companyin India.
ADVERTISING : Radio Advertising T.V. Advertising Through add films promoting the sales of its productsBrand Ambassadors : Sonali Bendre Preeti Jhangiani Hansika Motwani (Current)
WIINING STRATEGY OF NIRMA VALUE FOR CUSTOMERBUSINESS IDEA BACKYARD MARKETING AND MARKET CREATION INTEGRATION DISTRIBUTIONECONIMIES PRODUCT UMBRELLA PARALLELOF SCALE INNOVATION BRANDING DISTRIBUTION
WIINING STRATEGY OF NIRMANirma adopted backward integration strategy for the regular supply of rawmaterials,90 % of which they manufacture themselves.Nirma also gave dueimportance to modernization ,expansion and upgradation of the productionfacilities.The company also made sure that it uses the latest technology andinfrastructure.The best case of - Give your consumer where he wants and at the price hewants, selling will be done quite automatically. This is the marketingmantra of Nirma.
Company analysis through BCG MATRIX PORTER’S MODEL
BCG Matrix Of NIRMA Nirma Detergent Nirma Powder and Beauty Cake ShampooMarket growth rate High Stars Question Marks Low Cash Cows Dogs Nirma Nirma toothpa Bathing Soap High Low ste Relative market share
SWOT ANALYSIS OF NIRMAStrength S W Internal factors Weaknesses•Low cost•Strong distribution channel •Sub-optimal working condition•High productivity •Less popular with the elite class•High brand quality •High interest burden •Lack of global tie-upOpportunities O T External factors•A growing FMCG market Threats•Fast development rural market •Strong competitors• Entry into other categories like •Substitute productshampoo, toothpaste. •Market entry by new players Positive Negative
Future strategies of our company (Next 10 yeardown 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)