Nirma Case Study

Topics: Detergent, Soap, Laundry detergent Pages: 2 (367 words) Published: January 23, 2013
SUCCESS STORY : 
SUCCESS STORY Karsanbhai Khodidas Patel, the founder of  Rs. 2500 crore (US$ 500 million) “NIRMA”  group. Believed in value for money equation Sells 8,00,000 tonnes of detergent powder every year Market share of 35%

Market Size : 
Market Size Closest threat to HUL with 35% market share. Nirma and Nima with 32 variants are distributed through more than 2 million retail outlets, generating gross sales in excess of Rs.2600 crore. The company has reported 4% drop in sales and 13% decline in net profit Margins

Achievements : 
Achievements 7th largest consumer brand by ACNielsen 03. First brand to recognize and harness the power of the Indian rural market. First Indian brands to merit a Harvard Business Review case study

Products : 
Products Consumer Soaps Detergents Edible salt Scouring product Nirma shikakai Nirma shampoo Nirma toothpaste Industrial LAB ( Linear Alkyl Benzene ) AOS ( Alfa Olefin Sulfonate ) Sulfuric Acid Glycerin Soda Ash Pure salt Vacuum Evaporated Iodized Salt SSP- Single Super Phosphate Sodium silicate

Soaps : 
Soaps Nirma Bath Soap Nirma Premium soap Nirma Beauty Soap Nirma Lime Fresh Soap Nima Rose Nima Sandal Nima Lime Nima Herbal Nirma Herbalina

Detergents : 
Detergents Nirma Washing Powder Nirma Detergent Cake Super Nirma Washing Powder Nirma Popular Detergent Nirma Popular Detergent Cake Nima Green Powder

Promotion : 
Promotion Featured a lady washing a garment Daughter was featured on the pack Focuses on value-for-money One of the oldest and catchy jingle first aired on radio in 1975, was broadcast on television in 1982 Nirma Consumer Care Limited

Brand value : 
Brand value Initially every pack of Nirma came with a money back guarantee. Believes in bonding with the consumer. The jingle has been used by Nirma for the last 25 years.

Recent Developments : 
Recent Developments The company has relaunched Nirma Yellow Washing Powder and Nirma Beauty Soap, two of its strongest brands. Nirma Yellow...
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