Nirma in Sri Lankan

Market

Team Number 4
SRI4153-Fundamentals Of Marketing
 Presented By
 Tharindu Dhananjaya -
NG/HDBM/CMU/04/10

 Shanaka Chandrarathne
 Lahiru Lakshan Siriwardana -
 Chaneru Kawshalya Hewage
 Anuradha Prasdini Zoysa-
 Overview Of Nirma Company
• Identify New Market Opportunities in Sri Lanka (SWOT)
• Analysis Macro Factors in Sri Lankan Market(PESTEL)
• Identify Sri Lankan people Needs and Wants and their
response to the New product
• What kind of Market Position Nirma will grab in Sri Lankan
market.
• Analysis of the marketing process of Nirma & adjust it
according to Sri Lanka Market.
Introduction
• Indian base Detergent Company
• Vision – Better quality product and services that maximize
value to the customer
• Mission – To Provide “Better Value, Better living by
Offering Better Products ”
• 1985-become one of the most popular detergent brands
in many parts of India
• 1999-A major consumer brand–offering a range of soaps
& personal care products.
• In 1980s Specialits labeled Nirma as ‘Marketing Miracle’
of the era
Competitive Advantage Of Nirma
• Phosphate Free Detergent
• Widely spread distribution channel

• Use the latest technology to the manufacturing process

• Offer range of Product
Product Range Differentiation

(Nirma, 2021)
Product Positioning
 Product Life Cycle
Introduction
• Started price Rs.3.50 Per KG
• At that time Hill Surf Price
Rs.15
• Sold 15-20 Packets for a Day

Growth
• 1985 Nirma Become
Major brand
• 1999 expanded market to
abroad
• specialists labeled as
marketing Miracle
Maturity
• Nirma Offer range of Products
• Introduced umbralla brands
• Significant role of Distribution channel
Core Concepts of Marketing

• NEEDS & WANTS

1. In Sri Lanka people looking for cheap price
goods to buy.
2. Dry weather conditions in Sri Lanka.
3. lots of people used the washing machine.
• DEMAND
1. Nirma by offering good quality products at an
unbeatably low price.
2. Attributed to its focus on cost-effectiveness
3. Philosophy of providing quality products at the
best possible prices
. MARKET
1. Geographical
2. Many brands involved business
3. Market share
 Value and relationship
Value is the monetary, material, or assessed
worth of an asset, good, or service. Business
relations are
the connections that exist between all entities
that engage in commerce.
• What is Marketing Process?
Situational Analysis
A thorough analysis of the situation in which the firm
finds itself serves as the basis for identifying
opportunities to satisfy unfulfilled customer needs.
Situational Analysis

Internal
External Environment
Environment 5C
Analysis
Marketing Strategy
Market research will provide specific market
information that will permit the firm to select the
target market segment and optimally position the
offering within that segment. The result is a value
proposition to the target market. The marketing
strategy then involves. Marketing Strategies are

Segmentatio
Targeting Positioning
n
Implementation and Control
At this point in the process, the marketing plan has
been developed and the product has been launched.
Given that few environments are static, the results of
the marketing effort should be monitored closely.
SWOT Analysis of the Internal Environment

Wide distribution network.

Strong brand equity developed over

the years.

Latest technology for

manufacturing facilities in
06 places in India.

Strong Brand Promotions.

Quality Product at lower cost

Unable to completely penetrate
in premium segment because of
image

Limited export market as

compared to international
brands

Try to reduce the price too

much

 Low price created bad image

in premium level customer’s
mind
Increase market share in
premium segment by
launching variants
Export to developing
/neighboring countries

Broad attack from HUL

and P&G
Guerilla attack from
local and independent
producers
Growing income levels
of India can cause shift
to premium segment
washing powders
 P-Political

E- Economic
PESTLE Analysis of
S - Social Cultural
the External
Environment T - Technological

L - Legal

E - Environmental
 POLITICAL FACTORS

- Government Type A Political Stability

- Tax Policy
- Trading Policy

ECONOMIC FACTORS

- Tax Chargers
(For Imports and domestic supplies at a standard rate)
8%

NOW (Apply on 1st December

2019

TAX RATE
BEFORE 15 %
Exchange Rate

United States Dollar Sri Lankan Rupee

equals 1 202.69/=
Inflation Rate
Value Of the all product in the economy

Sri Lanka Inflation Rate Now – 7.6 % (October 2021)

Social Cultural Factors

 - Change The Life Style
 - Demographics
 - Consumerism
 - Health Consciousness
 Technological Factors
 Advancement Technological
 Competitive Forces
 Research And Development

Environmental Factors

 Ecological
Sustainability

Legal Factors
 Employment Legislation
 Health & Safety
 Consumer Right and Law
 Recommendation & Conclusion

In this based on fundamental marketing. According to that in this

presentation discussed Internal and External environment. And Marketing
core concept as well as the marketing process. Nirma Company is one of
the larges, highly financial, market percentages in India. they are looking
for the new opportunities for the Asian countries middles country they can
achieve the Sri Lanka detergent market in high profit
 References

• Nirma, 2021. Nirma offers quality products ranging from cosmetics,

soaps, detergents and salt.. [online] Nirma.co.in. Available at:
<https://www.nirma.co.in/consumer_products.htm> [Accessed 26
November 2021].
• (Radav, 2014)
• Online edition of Daily News - Business
• https://www.mbaskool.com/brandguide/fmcg/1123-nirma-washing-powder.ht
ml
• (ceylon, n.d.)
THANK YOU