Nirma Case Study Essay Example for Free

Nirma Case Study screenSUCCESS STORY Karsanbhai Khodidas Patel, the founder of Rs. 2500 crore (US$ 500 million) NIRMA group. Believed in value for specie equation Sells 8,00,000 tonnes of detergent powderise every year Market share of 35%Market Size Market Size juxtaposed threat to HUL with 35% market share. Nirma and Nima with 32 variants are distributed through more than 2 million sell outlets, generating gross sales in excess of Rs.2600 crore. The company has reported 4% drop in sales and 13% decline in net profit MarginsAchievements Achievements 7th largest consumer shuffle by ACNielsen 03. First brand to recognize and harness the power of the Indian rural market. First Indian brands to merit a Harvard military control Review case studyProducts Products Consumer pockets Detergents Edible salt Scouring product Nirma shikakai Nirma shampoo Nirma toothpaste Industrial testing ground ( Linear Alkyl Benzene ) AOS ( Alfa Olefin Sulfonate ) Sulfuric Acid Glycerin Soda Ash excellent salt Vacuum Evaporated Iodized Salt SSP- Single Super Phosphate Sodium silicateSoaps Soaps Nirma Bath Soap Nirma Premium soap Nirma dishful Soap Nirma Lime Fresh Soap Nima Rose Nima Sandal Nima Lime Nima herbal Nirma HerbalinaDetergents Detergents Nirma Washing Powder Nirma Detergent Cake Super Nirma Washing Powder Nirma ordinary Detergent Nirma Popular Detergent Cake Nima Green PowderPromotion Promotion Featured a lady serve a garment Daughter was featured on the pack Focuses on value-for-money One of the oldest and catchy make noise first aired on radio in 1975, was broadcast on television in 1982 Nirma Consumer economic aid LimitedBrand value Brand value Initially every pack of Nirma came with a money back guarantee. Believes in bonding with the consumer. The jingle has been used by Nirma for the last 25 years. modern Developments Recent Developments The company has relaunched Nirma Yellow Washing Powder and Nirma Beauty Soap, two of its strongest brands. Nirma Yellow Powder is being re-launched with improve formulation and new advertising. This is an extension of the original ad which will return after the launch is over. Nirma Beauty Soap is being re-launched with a new shape, fragrance and a smarter, brighter pack to improve shelf visibleness Acquired Searles Valley Minerals Operations and Searles Valley Minerals