Nirma Washing Pownder

University of Pune
Marketing Management
152
154
155
Paola Gori E01
1
Introduction
• Nirma is a group of companies based in Ahmedabad that
manufactures products ranging from cosmetics, soaps,
detergents, salt, soda ash, LAB and Injectibles;
• Starting as a one-man operation in 1969, today, it has about

14,000 employee-base and annual turnover is above Rs. 25,00
crores;
• It was really an innovative, quality product – with indigenous

process, packaging and low-profiled marketing, which changed
the habit of Indian housewives’ for washing their clothes,
rewriting the marketing rules;
2
Introduction
• 1980: the brand surged well ahead its nearest rival –
Surf, which was well-established detergent product by
Hindustan Lever;
• 1990 : Looking at the FMCG synergies, Nirma stepped
into toilet soaps and achieved a volume of 100,000 per
annum. This makes Nirma the largest detergent and the
second largest toilet soap brand in India with market
share of 38% and 20% respectively;
• 2004: Nirma’s annual sales touch 800,000 tones, making
it one of
the largest volume sales with a single brand name in the
world.
3
Products
DETERGENT CAKE:
•Super Nirma detergent cake;
•Nirma detergent cake;
BATHING SOAPS
•Nirma popular detergent cake;
•Nirma beauty soap;
•Nirma barten bar;
•Nirma bath soap;
•Nirma clean Dish Wash bar.
•Nirma lime fresh soap;
•Nima rose;
DETERGENT POWDER
•Nima
•Super Nirmasandal.
detergent powder;
•Nirma washing powder;
•Nirma popular detergent powder.
4
Products
INDUSTRIAL PRODUCTS
• LAB ( Linear Alkyl Benzene );

• AOS ( Alfa Olefin Sulfonate );
•OTHER PRODUCTS
Sulfuric Acid;
• Glycerin;
• Nirma Shudh iodized free flow salt.
• Soda Ash;
• Pure salt;
• Vacuum Evaporated Iodized salt;
• SSP ( Single Super Phosphate );
• Sodium Silicate.
5
4 P’s of Nirma
• Detergent and toilet soaps;

Product • Premium and standard quality;
• Blue detergent cake and yellow detergent
powder;
• 30 kinds of products with different fragrances;
• Good valuable products.
6
4 P’s of Nirma
Price Different price level for each

product (for Nirma as well
as for Nima).
7
4 P’s of Nirma
Promotion • Outdoor publicity, especially in wall

paintings and T.V. Advertising;
• It was the first advertising company which
give their advertise on T.V. screen;
• “Dudh si safedi Nirma se aye, Rangin
kapade bhi khil khil jaye” this jingle is used
since last 38 years at same radio spot has
been used consistently since last 25 years.
8
4 P’s of Nirma
Place Nirma sell its soaps and

detergent in all over India. Its
depot branches offices are in
Kalatalav, Mandaly, Moraiya,
dhank, Savli, Upleta, Viramgam
etc.
9
Distribution
• All NIRMA and NIMA range of products have a retail reach of over
two million retail outlets and more than 40 million loyal consumers
spread all over the country;
• The efficient network has made Nirma Washing Powder and Nirma
Detergent Cake, the brands with highest penetration in the
respective product categories in the market;
• The Distribution channel is geared up to enhance trade relations,

build up the retailer base by providing various benefits and
incentives, organize and implement different activities to generate
sales and manage numerous other programmes, schemes and
activities concentrated towards business development.
10
Distribution
• Nirma Limited markets its products through its fully owned subsidiary
Nirma Consumer Care Limited (NCCL) since 1985;
• NCCL in turn resells these products in the market under the umbrella
brands “NIRMA” and “NIMA” along with extensions;
• The NIRMA brand is marketed through the first network, which consists of
about 450 exclusive distributors. It is one of the lowest cost FMCG
distribution channels of the country.
• The NIMA range of products is marketed through a parallel marketing
network that comprises of more than 2000 distributors.
Principal Channel [Nirma Products]: Parallel Channel [Nima Products]:

• Lowest Cost system in India; • Wider Reach;
• Speed in distribution; • Speedy Market Intelligence;
• Flexibility. • Competitive edge & Better focus;
• Complementing Principal Channel.
11
Segmentation
Demographic Psychographic
segmentation segmentation
1. Variables:1.age,Variables: psychological, life style or values;

family size, family life cycle,
gender, income, occupation,
2. People within the same demographic group can
education religion, race, generation,
exhibit very different nationality and social class.
psychographics profile;
2. Income: determines the ability of consumer to
3. Religion: it has significantly influence on values
participate in the market exchange;
3. Social class: itand
has lifestyles;
a strong influence on preference in clothing,
therefore to maintain it detergent will also be a preference.
12
4 A’s of Rural Marketing Mix
Affordability Availability
Designing products which
match the needs of rural To ensure that the
consumer and within his product reaches the
buying capacity retailers shelf
(E.g. Nirma detergent powder,
Chik shampoo, Chinni pickle)
Awareness Acceptability
The product should serve
Rural specific promotion its purpose and offer
media and methods solutions to their
problems
13
Plant locations
Soda Ash:
• Investment of Rs. 1,140 crores;
•Energy efficient technology from AKZO, Netherlands
• Only Soda Ash plant in the world with full DCS
controls;
• ICMA award for Best Total Water Management
Practices in Chemical Industry Category
Linear Alkyl Benzene :
• Investment of Rs. 630 crores;
• Only second plant in the world with Eco-friendly Non
HF technology from UOP, USA;
Packaging
Full range of Packaging facilities
-13,500 TPA of packaging material;
- 7,200 TPA of Poly Ethylene film manufacturing;
- 6,000 TPA Paper Wrapper printing;
- 6,000 TPA Laminated Wrappers & Pouch manufacturing;
- 3,600 TPA of Stiffner Boards Poly Coating and Slitting;
- 14,000 TPA Craft Paper manufacturing;
- 12,000 TPA Corrugated Box manufacturing. 14
Plant locations
•Soaps:
•Investment of Rs. 200 Crores
•30,00,000 Soap pieces sold per day
•Annual sales of Rs. 500 crore
•20% market share
•Second largest soap manufacturer in India
•Four lines of 500 soaps per minute
15
SWOT Analysis
Strengths: Weaknesses:
• Strong brand equity; •High interest burden;
• Produce a range of industrial chemical • Less presence in premium
products; segment;
• Market leadership; • Lack global tie ups and thus
• Wide distribution network. lacking in export market.
Threats: Opportunities:
•MNC’s coming into Toilet and Soap industry; •Exports;
• Emergence of small but strong regional players • Acquisition for strengthening its
(Cavin Care); distribution tie ups;
• The rural market is getting empowered; •Entry into other categories like
• Heavy onslaught of competition in the core shampoos, toothpastes and fabric
categories from players like HUL, ITC; whiteners.
• Counterfeit products;
• High inflation.
16
Thank you
17

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University of Pune

• Starting as a one-man operation in 1969, today, it has about

• It was really an innovative, quality product – with indigenous

• LAB ( Linear Alkyl Benzene );

• Detergent and toilet soaps;

Price Different price level for each

Promotion • Outdoor publicity, especially in wall

Place Nirma sell its soaps and

• The Distribution channel is geared up to enhance trade relations,

Principal Channel [Nirma Products]: Parallel Channel [Nima Products]:

1. Variables:1.age,Variables: psychological, life style or values;

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