SWOT ANALYSIS OF

Presented by:- Ishita Banerjee, Prabha Kumari Satya Prakash Pandey, Rajesh Sharma04/11/2023 MARKETING MANAGEMENT

Introduction• Started as a one-product one-man outfit in 1969 by

a chemist Karsanbhai Patel, at Ahmadabad.

• The company’s mission to provide, “Better products Better Value, Better Living” contributed a great deal to its success.

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Basic Features• Nirma was a basic detergent with no color, design or

sophistication on the pack the product

• Was priced at around 35% of surf.

• Market share grew from 0% in 1976 to about 60% in 1987 in over a period of ten years

• It has become the largest selling brand and the success of Nirma is due to affordable price, medium quality, distribution reach and effective use of media.

• The title 'NIRMA GIRL' going round and round on her feet makes a strong impact for the brand04/11/2023 MARKETING MANAGEMENT

Story of success(cont..)• At the starting of the company Dr. Karsanbhai Patel was making detergents in the 100 Sq. Ft. back yardof his home, a village in Gujarat

• using bare hands & bucket Once the mixture is ready, he used to pack them in polythene bag and use to sell door to door.04/11/2023 MARKETING MANAGEMENT

Now the company has 14000 employee and yearly turn over 2500 cr. approximately.04/11/2023 MARKETING MANAGEMENT

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• Consolidate strengths .• Minimizes weakness.• Helps to grab the opportunity.• Minimizes threats.• Facilitates planning.• Facilitates alternative choices.• Helps to innovate• Ensure survival & success.

Advantage of SWOT Analysis

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Strength

• Strong brand equity. Nirma is a Rs.17 billion umbrella brand offering consumers a broad portfolio of products at multiple price points in the Detergents, soaps and personal care market.

• Long-term and strong relationship With customers ,as well as goodwill of the brand.• Strong and wide distribution channel

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Strength(cont..) • Nirma have now diversified business, spreaded in

various sectors.

• Market leadership in detergent and fabric wash and toilet soap

• Produce a range of industrial chemical products which primarily serve as raw

material or intermediates for soaps and detergent business.

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Product RangesConsumer Products

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Product Ranges Industrial Products• LAB (Linear Alkyl Benzene)

• AOS(Alfa Olefin Sulphate)

• Sodium silicate

• Sulphuric Acid

• Glycerin

• Pure salt

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Education IndustryNirma University with following institutes-

• Nirma institute of management.

• Nirma institute of law.

• Nirma institute of

• technology

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weakness• High interest burden

• Less presence in premium segment.

• Lack global tie-ups and thus lacking in export market

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Opportunities • Exports to developing /neighboring countries

• Acquisition for strengthening its distribution tie ups.

• Entry into other categories like shampoos, toothpastes and fabric whiteners.

• Increase market share in premium segment by launching variants.

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Opportunities • Nirma would have a great future in service industry,

as they already have the brand goodwill. The prospective sectors would be.

- Education

- Hotel industry

- Health Care Services

- Rural Financial services

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Threats• MNCs coming to India

particularly in Toilet Soap industry.

• Emergence of small but strong regional players.

• Broad attack from HUL and P & G.

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Threats• With growth in size, arise the challenges of organization and control. Nirma needs to focus on

these challenges and see how it can retain some of its nimbleness and yet

reap the advantages of size, such as the economics of scale.

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Area of improvement:• Introduction of new sachet• Introduction of family jar.

• Improvement in distributing pattern.

• Improvement in advertisement and mode of advertisement.

• Improvement upon R & D.• Offer better commission to

the sellers for selling the product.

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CONCLUSION • From 1969 to 2012, from a small firm to a big

industry with 21 branches, from one man outfit to 14000 employees and from 0%profit to 2500cr. Turnover per year, is not such a easy story.

• There were lot of planning, analysis, hard work and dedication behind the key of success of that diversified business.

• It all become possible, when a company or an individual know their SWOT analysis.

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THANK YOU FOR UR

TIME & SUPPORT

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