SWOT Analysis of Nirma Washing Powder with USP, Competition, STP (Segmentation,

Targeting, Positioning) - Marketing Analysis

Nirma Washing Powder

Parent Company

Nirma Ltd

Category

Home Care brands- detergents

Sector

FMCG

Tagline/ Slogan

Sabki Pasand Nirma, Washing Powder Nirma

USP

Product with low price without compromising on quality

STP

Segment

Economy Segment

Target Group

All Indian households and laundry stores

Positioning

Quality at very affordable price

SWOT Analysis

Strengths

1. Strong brand equity developed over the years

2. Wide distribution network

3. Market leadership in detergent market (mid priced segment)

4. Highly successful initial advertising campaign
5. In 2004, Nirma's detergent approached 800,000 tonnes one
of the largest volumes sold in the world under a single brand
'NIRMA'.

Weaknesses

1. Limited export market as compared to international brands

2. Unable to completely penetrate in premium segment because
of image

Opportunities

1. Export to developing /neighboring countries

2. Increase market share in premium segment by launching
variants

Threats

1. Guerilla attack from local and independent producers

2. Broad attack from HUL and P&G
3. Growing income levels of India can cause shift to premium
segment washing powders

Competition

Competitors

1.Ariel
2.Surf Excel
3.Tide
4.Active Wheel

SWOT Analysis of Nirma Ltd with USP, Competition, STP (Segmentation, Targeting,
Positioning) - Marketing Analysis
Nirma Ltd
Parent Company

Nirma Ltd

Category

Consumer Products

Sector

FMCG

Tagline/ Slogan

Better Products, Better Value, Better Living

USP

Excellent distribution network across India tapping over 300

million consumers
STP

Segment

Products and services for daily needs

Target Group

Every Indian household especially the middle class

Positioning

Value for money products for a better living

Product Portfolio

Brands

1. Nirma Washing Powder

2. Nirma Bartan Bar

3. Nima Soap

4. Nirma Beauty Soap

SWOT Analysis

Strengths
Weaknesses

1. Nirma has distribution at over 1 million retailers and approx

300 million consumers
2. Over 14000 employees work with Nirma
3. It has always practiced value-for-money strategy targeting
the huge Indian middle class market
4. Nirma purchased Searles Valley Minerals Inc., thus making
it among the top Soda Ash manufacturer globally
5. Nirma has manufacturing facilities at 6 places in India
6. It has undertaken backward integration into manufacture of
Industrial Products like Soda Ash, Fatty Acid, Glycerine,
Sulphuric Acid etc
1. Market share is limited due to presence of other strong
FMCG brands

2. Nirma has limited international presence as compared to

other leading FMCG companies

Opportunities

1. Tap rural markets and increase penetration in urban areas

2.Mergers and acquisitions to strengthen the brand
3.Increasing purchasing power of people thereby increasing
demand

Threats

1. Intense and increasing competition amongst other FMCG

companies
2.FDI in retail thereby allowing international brands
3. Competition from unbranded and local products
Competition
1. Marico
2. L'Oral
3. ITC Limited
4. HUL
5. Colgate-Palmolive
6. Procter and Gamble

Competitors

7. Dabur India