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    SWOT ANALYSIS OF

    Presented by:- Ishita Banerjee, Prabha Kumari

    Satya Prakash Pandey, Rajesh Sharma11/15/2014 MARKETING MANAGEMENT

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    Introduction

    Started as a one-product one-man outfit in 1969 bya chemist Karsanbhai Patel, at Ahmadabad.

    The companys mission to provide, Better products

    Better Value, Better Living contributed a great deal

    to its success. 11/15/2014MARKETING MANAGEMENT

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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% in1987 in over a period of ten years

    It has become the largest selling brand and thesuccess of Nirma is due to affordable price, mediumquality, distribution reach and effective use of media.

    The title NIRMA GIRL going round andround on her feet makes a strong impact for the

    brand

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    Story of success(cont..) At the starting of the

    company Dr. Karsanbhai

    Patel was making detergents

    in the 100 Sq. Ft. back yard

    of 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.11/15/2014 MARKETING MANAGEMENT

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    11/15/2014MARKETING MANAGEMENT

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    Consolidate strengths .

    Minimizes weakness.

    Helps to grab the

    opportunity.

    Minimizes threats.

    Facilitates planning.

    Facilitates alternativechoices.

    Helps to innovate

    Ensure survival & success.

    van age oAnalysis

    11/15/2014 MARKETING MANAGEMENT

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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 goodwillof 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 Ranges

    Consumer 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 Industry

    Nirma 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.

    11/15/2014 MARKNG MANAGEMENT

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    THANK YOU FOR UR

    TIME & SUPPORT

    11/15/2014MARKETING MANAGEMENT