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Nirma Case Study

Nirma Case Study

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Published by Pathikary

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Published by: Pathikary on May 10, 2010
Copyright:Attribution Non-commercial

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07/04/2013

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Pramita Athikaray –Neelam Rathode –Vibha Sahu –B.Chaitanya Kumar -
 
 The NirmaStory
aadynamic phenomenon,dynamic phenomenon,a philosophy,a philosophy,a revolution…a revolution… that changed our lives!that changed our lives!
 
A Gujarati entrepreneur,
Dr. Karsanbhai Patel
, setup his first detergent-making unit in the backyard of his home in Ahmedabad - measuring all of 100 squarefeet.
With bare hands and a bucket, he would prepare thedry mix detergent powder that he had invented, packthem in polythene bags and then set off on hisbicycle to sell the
packets door to door
.
Every packet of Nirma that Karsanbhai Patel sold tohis consumers came with a
money back guarantee
.
 The
cost-conscious approach
of the initial yearswas to evolve into a strategic perspective.
 
Nirma was setup with Simple YetSuperior Marketing Strategy
 
Product Positioning:
Nirma found its placebetween the expensive detergents and inferiorwashing soap slabs. The Nirma brand was quicklyrecognized in Gujarat and neighboring parts of Maharashtra and the rest is history.
Pricing
:
Nirma transformed the face of Indiandetergent market by staging the strength of low-costdetergent powder segment. The new yellow powderwas priced at Rs. 3 per kg, at a time when HLL's Surf was priced at Rs 13.
Distribution:
Nirma targeted non-users of Surf thusavoided the attention of HLL and later grew rapidlyand was unstoppable once it was in the right mode.

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