Shashikant Sakpal. Abhinav Thakur. Sibymol Varghese. Shruti Pillai. Karan Sharma. Satish Yadav.

Subject:- Marketing Management.

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

Contents.

- Overview.

- History.

- Major plants.

- Main products in product line.

- References.

Overview.

- Karsanbhai Patel (1945).

- Based in Ahmedabad.

- 15000 employees.

- Rs. 3550 crores.

- 400 distributors.

- 2 million retail outlets

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.

History.

- Major consumer brand by 1999.

- distribution reach and market penetration.

- purchased Searles Valley Minerals Inc (Nov 2007)

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).

Major plants.

Main Products.

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.

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

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.

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.