WELCOME

Presented by,

R.R.Rajeswari
Rajeswari
M.
M.Preethy
Preethy
M.
M.Muthulakshmi
Muthulakshmi

CASE
ANALYSIS

FOUNDER OF NIRMA

"It all started to earn a side income, and at that

stage, I had never imagined this kind of success."
-

Karsanbhai Patel, CMD, Nirma

Vision, Mission &

Philosophy

Nirma is a customer-focused company

committed to consistently offer better quality
products and services that maximize value to
the customer.
This customer-centric philosophy has been
well emphasized at Nirma
Continuously exploring & developing new

products & processes.

Laying emphasis on cost effectiveness.

CONTD:
Maintaining effective Quality

Management System.
Complying with safety, environment
and social obligations.
Imparting training to all involved on a
continuous basis.
Teamwork and active participation all
around.
Demonstrating belongingness and
exemplary behavior towards
organization, its goals and objectives.

INTRODUCTION
INTRODUCTION
The founder named his commercial product after
his daughters name as NIRMA.
In the beginning he actually paddled Nirma door
to door on his bicycle and obviously the reach was
limited by his ability to cover only a short distance.
There was no reason for a giant like Lever to take
cognizance of somebody operating from a small ten
by ten room who went on to sell his stuff to a very
proximate area.

COMPANY PROFILE OF NIRMA

GROUP OF COMPANY BASED IN CITY

AHMEDABAD.
MR.KARASANBHAI PATEL IS A FOUNDER
OF NIRMA INDUATRIES.
WHO IS BETTERLY KNOWN AS
BUSINESSMAN , INDUSTRIALIST AND
PHILANTHROPIST OF GUJARAT.
14000 EMPLOYEES
TURNOVER 2500 CRORE RS. PER ANNUM.

HISTORY OF NIRMA
First nirma washing powder launched at

1969.
Then the detergent powder became the

largest selling detergent

western India by 1982.

powder

in

In 1989 the same detergent achieved a

national scene.
After a period of more than 20 years the

poly packet for Nirma Detergent Powder

was changed in 1998.
The strategy seems to have worked as

CONTD:
Super Nirma high quality spray dried detergent was

launched into market in 1996.(Availabled at 25gms,

500gms,1000gms)
Nima Green Powder introduced in Q4 - '99 is Nirma's
introductions in a segment which was not addressed by
Nirma till then(lingering lime perfume).
After the great success of the detergent powder, nirma
expanded their portfolio by detergent cake
in1987(125gms , 150 gms).
Then nirma introduced Super Nirma detergent
cake in 1992.
Nima Green Cake became a close no.2 in its segment
within 3 months of its launch and was successful in
arresting the growth of competition in this segment.

CONTD
Nima Blue Detergent Cake was introduced as a low

cost alternative to the then available blue detergent

cakes in Q4 - '99
Nima Bartan Bar was launched in Q1 - 2000, gives
an outstanding performance is Nirma's foray into
the scourer's market.
Nirma Clean(dish wash bar) was launched in Q2 2000 and is available in a 300gram bar packing.
Nirma Bath Soap (Carbolic): Toilet soap market was
dominated by few MNC's who could
monopolistically drive the prices. The growth of
toilet soap market was tremendous in 90's and was
expected to increase further.

Products
Consumer Products
Industrial Products

Consumer Products
Soaps
Detergents

Nirma Lime Fresh

Nirma Rose
Nirma Sandal

Nirma Washing Powder

Super Nirma Washing
Powder
Scouring Products
Nirma Popular Washing
Nirma clean dish
Powder
wash bar
Nirma Detergent cake
Nirma bartan bar
Super Nirma Detergent
Edible Salt
cake
Nirma shudh iodized
Nirma Popular
salt
Detergent cake

Industrial Products

LAB ( Linear Alkyl Benzene )

AOS ( Alfa Olefin Sulphate )
Sulphuric Acid
Glycerin
Soda Ash
Pure salt
Vacuum Evaporated Iodized Salt
SSP ( Single Super Phosphate )
Sodium Silicate

Detergent && Cakes

Cakes
Detergent
Detergen
t

Detergent
Cake

Nirma
Nirma
Super
Nirma

Super
Nirma

 VERITIES OF DETERGENT CAKE COLOUR.

Green Detergent cake Blue Detergent Cake

 NIRMA BEAUTY SOAP:

Nima Rose,
Nima Lime,
Nima Sandal,
Nima Herbal and
Nirma Herbolina.

TOILET SOAPS IS MALE TARKETED

MARKET.

Male Carbolic Soap

Scouring Products
o Nirma clean dish wash bar
o Nirma bartan bar

Nirma Other Related Products:

1995. Salt Pant

1999.Edible Salt

R
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AGREEMENT OF NIRMA :

P&GS Brand Company in

India

RE -ENTRY SEGMENTATION:
ALTERNATIVES
Introducing New Products such as

detergent soap at lower price

and washing powder for both
hand use and washing machine .
Introducing new baby in
advertisement
Introducing sachet packaging .

Detergent soap at lower price

and washing powder for both
hand use and washing machine .
Demerits
Different
production
It covers all
plant is
the segments .
needed ( cost
It is sales will
is high )
be increased.
Merits

Introducing new baby in

advertisement
Merits
Younger

generation
will aware of
the product.

Demerits

Advertiseme

nt cost will
increase the
price of the
product.

Introducing sachet
packaging
Merits
Demerits
Affordable
to all
segements. Brand
image may
Convenienc
be reduce.
e to handle.

BEST
ALTERNATIVES

Introducing sachet
packaging
It will be eco friendly.
Package will be in

transparent color.

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THANK YOU FOR YOUR

PRECIOUS TIME

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