OUR COMPANY

Presented by – UTPAL RAJKONWAR

NERIM-GUWAHATI

FOUNDER OF OUR COMPANY

Karsanbhai Khodidas Patel

Founder of Nirma is Dr. Karsanbhai Patel, son of a small-time farmer and a qualified Science graduate. In 1969, the year he founded Nirma, Karsanbhai Patel was working as junior chemist in Government laboratory. In the night Karsanbhai used to make detergent in the 100 Sq. Ft. back yard of his home, using bare hands and bucket.

AGENDA FOR DISCUSSIONAGENDA FOR DISCUSSION

PAST & PRESENT SENERIO OF NIRMA LtdPAST & PRESENT SENERIO OF NIRMA Ltd VISION,MISSION & PHILOSOPHYVISION,MISSION & PHILOSOPHY HISTORY OF NIRMAHISTORY OF NIRMA WINNING STRATEGY OF NIRMAWINNING STRATEGY OF NIRMA SWOT ANALYSIS OF NIRMA LTD.SWOT ANALYSIS OF NIRMA LTD. ANALYSIS THROUGH BCG MATRIX.ANALYSIS THROUGH BCG MATRIX. ANALYSIS THROUGH ANALYSIS THROUGH PORTER’S MODEL FUTURE ANTICIPATION.FUTURE ANTICIPATION.

Our COMPANY PROFILE

Type: Private

Industry: FMCG

Founded : 1969

Founder : karsonbhai patel (CMD)

Product : Nirma Detergent, Nirma soapCorporate Address: Nirma House, Ashram Road,Ahmedabad-380009, Gujarat www.nirma.co.in

ABOUT NIRMA COMPANY

Nirma is a group of companies based in the city of Ahmedabad in western India that manufactures

products ranging from cosmetics, soaps, detergents, salt, soda ash, LAB and Injectibles.

Karsanbhai Patel, a well known entrepreneur and philanthropist of Gujarat, started Nirma as a one-

man operation.Today Nirma has over 15000 employees and a

turnover of over Rs. 3550 crores. In 2004, Nirma's detergent approached 800,000 tonnes one of the largest volumes sold in the world – under a single

brand 'NIRMA'.

Better quality product and services that maximize value to the customer

VISIONVISION

MISSIONMISSION

To Provide To Provide ““Better Products, Better Value, Better living” Better Products, Better Value, Better living”

SOME FACTS OF NIRMA

•“Nirma” is name after Nirupama(Nima) daugther of Dr.Karsanbhai patel

•“Dudh si safedi nirma se aye rangin kapada bhi khil khil jaye” jingle used for last 35 years• Same radio spot has been used consistenly for last 28 years.

• Nirma is one of the largest selling single detergent brand in the world.

Of NIRMA since 1969

MILESTONES OF SUCCESS

One of the worlds largest and most integrated manufaturer of detergent and toilettries.

Largest player of india detergent market with a share of 38%.

Second largest toilet soap marketer of the country with a share of 20%

TODAY

SUCCESS STORY OF NIRMA

It was in 1969 that Dr. Karsanbhai Patel started Nirma and went on to create a

whole new segment in the Indian domestic detergent market.

Karsanbhai Patel used to make detergent powder in the backyard of his house in Ahmedabad and then carry out door to door selling of his hand made product.

He gave a money back guarantee with every pack that was sold Karsanbhai Patel managed to offer his detergent powder for Rs. 3 per kg when the cheapest detergent at that time was Rs.13 per kg and so he was able to successfully target the middle and lower middle income segment.

Nirma became a huge success and all this was a result of Karsanbhai Patel's entrepreneurial skills.Karsanbhai Patel had good knowledge of chemicals and he came up with Nirma detergent which was a result of innovative combination of the important ingredients. Indigenous method was used ,and also the detergent was more environment friendly.Nirma has always been known for offering quality products at affordable prices and thus creating good value for the consumer .

In the 1980s nirma moved ahead of Surf , a detergent by HLL , to capture a large market share. Later, Nirma successfully entered in the premium segment of soaps and detergents. Nirma went on to become the largest detergent and the second largest soap company in India.

Sabki Pasand NirmaSabki Pasand Nirma

•Nirma Washing PowderNirma Washing Powder

•Nirma Detergent CakeNirma Detergent Cake

•Super Nirma Washing PowderSuper Nirma Washing Powder

•Nirma Popular DetergentNirma Popular Detergent

•Nirma Popular Detergent CakeNirma Popular Detergent Cake

•Nima Green PowderNima Green Powder

DetergentsDetergents•Nirma Bath SoapNirma Bath Soap

•Nirma Premium soapNirma Premium soap

•Nirma Beauty SoapNirma Beauty Soap

•Nirma Lime Fresh SoapNirma Lime Fresh Soap

•Nima RoseNima Rose

•Nima SandalNima Sandal

•Nima LimeNima Lime

•Nima HerbalNima Herbal

•Nirma HerbalinNirma Herbalin

SoapsSoaps

Our products

LAB ( Linear Alkyl Benzene ) AOS ( Alfa Olefin Sulfonate ) Sulfuric Acid Glycerin Vacuum Evaporated Iodized Salt SSP ( Single Super Phosphate ) Sodium Silicate

INDUSTRIAL PRODUCT

OTHER PRODUCTSNirma bauty shampooNirma ShikakaiNirma ToothpasteIodized Nirma Free Flow Salt

Distribution channel :

ADVERTISING :

Radio Advertising

T.V. Advertising Through add films promoting the sales of its

products

Brand Ambassadors :

Sonali Bendre Preeti Jhangiani Hansika Motwani (Current)

WIINING STRATEGY OF NIRMAWIINING STRATEGY OF NIRMA

MARKET CREATION

BUSINESS IDEA

ECONIMIES OF SCALE

PRODUCT INNOVATION

VALUE FOR CUSTOMERVALUE FOR CUSTOMER

MARKETING AND DISTRIBUTION

UMBRELLA BRANDING

PARALLEL DISTRIBUTIO

N

BACKYARD INTEGRATIO

N

Nirma adopted backward integration strategy for the regular supply of raw materials,90 % of which they manufacture themselves.Nirma also gave due importance to modernization ,expansion and upgradation of the production facilities.The company also made sure that it uses the latest technology and infrastructure.

The best case of - Give your consumer where he wants and at the price he wants, selling will be done quite automatically. This is the marketing 'mantra' of Nirma.

WIINING STRATEGY OF NIRMA

BCG MATRIXBCG MATRIXPORTER’S MODEL PORTER’S MODEL

Company analysis through

PORTER’S MODEL FOR NIRMA

Stars Question Marks

Cash Cows Dogs

Mark

et

gro

wth

rate

Mark

et

gro

wth

rate

High

Low

BCG Matrix Of NIRMA

Relative market Relative market shareshare

High Low

Nirma Beauty Shampo

o

Nirma toothpaste

Nirma Detergent

Powder and Cake

Nirma Bathing

Soap

SWOT ANALYSIS OF NIRMA

O

Opportunities•A growing FMCG market•Fast development rural market• Entry into other categories like shampoo, toothpaste.

T

Threats•Strong competitors•Substitute product•Market entry by new players

W

Weaknesses•Sub-optimal working condition•Less popular with the elite class•High interest burden•Lack of global tie-up

S

Strength•Low cost•Strong distribution channel•High productivity•High brand quality

Internal factors

Positive Negative

Externalfactors

10 YEAR DOWN THE LINE:10 YEAR DOWN THE LINE:

Future strategies of our company (Next 10 year down the line)

We expand our brands in global market with the help of joint venture business with P &G

Insurance business.Manufactured a new product ‘Nirma Deodorent’ ,‘Nirma Face wash’. (man & women)