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IntroductionNirma is a Group of companies based in

Ahmedabad that Manufactures Products

Ranging From Cosmetics,soaps,deteregents,

Salt ash.

Started By Dr.Karsanbhai Patel as one Man

Operation

Today Nirma has over 15000 employees

Nirma has a turnover of over Rs. 3550 Crores.

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Overview

In 1969, Dr.Karsanbhai Patel , a Chemist at the Gujarat Governments'

Department of Mining & Geology manufactured phosphate free Synthetic

Detergent Powder & Started Selling it Locally.

The New Yellow power was price at Rs 3.50 per KG , at a time whenHLLs Surf was priced at Rs 15 per KG.

Suddenly there was huge demand of Nirma in Karsanbhai Patels

Hometown Ruppur , Guj.

Karsanbhai Patel Named the powder as Nirma, after his daughter nameNirupama.

Karsanbhai Patel was able to sell about 15-20 Packets a day on his

way to the office on bicycle & some 15 Kms away.

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Overview

By 1985 , Nirma became one of the most popular

brand for household Detergents in many parts of

Country.

By 1999, Nirma was a Major Consumer Brand

offering range of products, Soaps & Personal Care

Products.

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Products Offered By Nirma :For Consumers :

Soap Detergent

Edible Salt

Nirma Shikakai

Nirma Shampoo

Nirma Tootpaste

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Products Offered By Nirma :For Industrial :

Sulfuric Acid

Glycerin Soda Ash

Pure Salt

Vacuum EvaporatedIodized Salt

Single SuperPhosphate

Sodium Silicate

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Products Offered By Nirma :Soaps :

Nirma Bath Soap Nirma Premium Soap

Nirma Beauty Soap

Nirma Lime Fresh Soap

Nirma Rose Nirma Herbal

Nirma Sandal

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Products Offered By Nirma :

Detergent :

Nirma Washing Powder Nirma Detergent Cake

Super Nirma WashingPowder

Nirma PopularDetergent

Nirma Green Powder

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Situational Analysis

Reason for decrease in Market Share

1) Tough Competition from Competitors.

2) Inefficient Brand Positioning.3) Lack of Promotional activity.

4) Lack of innovation and not updated with currentmarket demand.

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Swot Analysis Porters Five force.

Strength

Weakness

Opportunity

Threat

Threats from new entrants

Threats from industrialrivalries

Threats from substituteproducts

Bargaining Power of

Consumer Bargaining Power of suppliers

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Objective of Study

A) Marketing Objective

1) To study consumer preference on detergent.

2) To study consumer preference on Nirma detergent.3) To study awareness about Nirma in different part of

Mumbai and India.

4) To study consumer opinion about Price, quality,reason for choice, brand satisfaction etc

5) To study purchase decision of Consumer.

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Objective of StudyB) Financial Objectives

1) To Increase profit.2) To increase market share of the product.

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Marketing Strategies

Market Segmentation

A) On Geographical basis.

1) Rural Market2) Urban Market

B) On Demographic Basis.

1) High Class, Middle Class and low Class.

2) Especially targeting to women and housewifes.

3) Gender- Both.

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Positioning

Brand Ambassador Ranbeer Kapoor

Unique of Advertisement helps in positioning ourproduct in customer mind.

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Marketing Mix Product

Price

Place Promotion

Brand ambassador Ranbir karoor

IPL

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Peoples Views Surveyed Maximum People in different locations

Common observations were

1) Ineffective advertisement.2) No promotional activity.

3) Unattractive Packaging.

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New Face of Nirma SupremeAttractive packaging

Varieties available

Liquid Detergent is also avialable Special Detergent for wollen cloths

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Conclusion Our unique way of Advertisement helps in

increasing sale

New Promotional techniques helps in increasingmarket share.

Our mission is to provide a better product, bettervalue, and better living, contribute a great deal to

its success.

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