Nirma

The Story Behind Its Success

Prepared By: P Sirish Kumar MBA 1st Semester Section-B Roll No.: 38

Introduction
Type: Public Industry: FMCG Founded: 1969 Headquarters: Ahmedabad, Gujarat Key People: KarsanBhai Patel Products: Nirma Detergent and Soap Revenue: 4898.71 crores

(consolidated) Employees: 15000+

The Beginning

KarsanBhai patel Invention of the product Money Back Guarantee

Marketing Strategy

Product Positioning
Pricing Distribution

Nirma was setup with simple yet superior marketing Strategy.

Road To Success

In the early 1970s

(The brand surfaced)

In the 1980s
(HLL recognized disruptive threats)

In the 1990s
(Umbrella brand adopted successfully)

In the millennium year

(Managed to hold a competitive market share)

Market Share

Detergents

Market Share

Toilet Soaps

Distribution
Nirma (8 Locations)
Whole sellers Retailers (2 Million)

Distributors (400 Exclusive)

Customers (400 Million)

Branding

Nirma followed its original marketing and pricing strategies in both economy and premium segment. Launched product categories like premium detergent and premium toilet soaps Challenging the biggest competitor, HLL. Manufactured soaps with right scents keeping prices low. Geographical diversity Pink soaps in north, Green and sandal soaps in south.

Promotion

Advertisement only after the launching of product Value for money view The Simple and catchy jingle Cost spent on advertisement was comparatively quite low.

Promotion Continued

In 2009 Nirma went under a personality change Now, Nirma is back to talking about the dirt tackling properties of the detergent, as well as use the legendary 'Washing powder Nirma' jingle.

Corporate Social Responsibility

Nirma Education and Research Foundation (NERF) in 1994. Nirma Labs which prepares aspiring enterpreneures Nirma Memorial Trust Chanasma Ruppur Gram Vikas Trust

Present Scenario

Gross sales over 2400 crores. 8 manufacturing locations. Amongst top 10 Indian Brands. Nation wide Distribution reach. - 2500 Distributors - 20 lakhs Retailers - 40 Depots 15000 employees and 500 professionals.

Consumer Products

Detergents
Nirma Washing Powder Nirma Detergent Cake Super Nirma Washing Powder Super Nirma Detergent Cake Nirma Popular Detergent Powder Nirma Popular Detergent Cake

Consumer Products
Cont.

Soaps
Nirma Beauty Soap Nirma Bath Soap Nirma Lime Fresh Soap Nima Rose Nima Sandal

Consumer Products
Cont.

Edible salt
Nirma Shudh Iodized Salt

Scouring products
Nirma clean dish wash bar Nirma bartan bar