Nirma
description
Transcript of Nirma
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Shashikant Sakpal. Abhinav Thakur. Sibymol Varghese. Shruti Pillai. Karan Sharma. Satish Yadav.
Subject:- Marketing Management.
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Type Private
Industry FMCG
Founded 1969
Headquarters Ahmadabad, India
Key people Karsanbhai Patel (CMD)
Products Nirma detergent, Nirma soaps
Revenue Rs. 3504 crores (2011 standalone)Rs. 5008 crores
US$ 1.12 Billion (2011 consolidated)
Employees 15000
Website www.nirma.co.in
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Contents.
- Overview.
- History.
- Major plants.
- Main products in product line.
- References.
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Overview.
- Karsanbhai Patel (1945).
- Based in Ahmedabad.
- 15000 employees.
- Rs. 3550 crores.
- 400 distributors.
- 2 million retail outlets
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History.
- Started In 1969.
- priced at Rs. 3.50 per kg.
- Demand for Nirma in Ruppur (Gujarat).
- Daughter Nirupama.
- 15-20 packets a day.
- Most popular detergent by 1985.
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History.
- Major consumer brand by 1999.
- distribution reach and market penetration.
- purchased Searles Valley Minerals Inc (Nov 2007)
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Awards.
Chairman of the Development Council for Oils, Soaps and Detergents. ‘Outstanding Industrialist of the Eighties.’ ‘Udyog Ratna’ (1990). Doctorate by ’Florida Atlantic University.’ Padma Shri Award, (2010).
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Major plants.
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Main Products.
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Washing powder nirma
P-product: • Launched in 1969.• By 1982 became the largest selling
detergent in Western India.• 35% of share in indian detergent
markets.
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P-price: Adequate quality at affordable price-1/3 the price of nearest competitors. (launched @ Rs.3/kg)Super nirma today- High quality at 40% lower price than competitors.Surf
1kg-Rs.155
Ariel1kg-
Rs.155
Tide1kg-Rs.88
Nirma1kg-Rs.35
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P-place
Product availability- over two million retail outlets and over 40 million loyal consumers.
Efficient network- available in the smallest rural areas n also the biggest metro’s.
Nirma sell its detergent all over India.
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P-promotion
Outdoor publicity-in wall paintings and T.V. advertising with a catchy jingle. Little girl on the pack- symbol for good quality low-priced detergent. New improved SUPER NIRMA and the T.V. add’s attracted middle class customers too.
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