SWOT ANALYSIS OF

Presented by:11/15/2014

MARKETING MANAGEMENT

Ishita Banerjee, Prabha Kumari

Satya Prakash Pandey, Rajesh Sharma

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

The companys 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
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.
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Now the company has 14000 employee and

yearly turn over 2500 cr. approximately.
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Advantage of SWOT
Analysis
Consolidate strengths .
Minimizes weakness.
Helps to grab the
opportunity.
Minimizes threats.
Facilitates planning.
Facilitates alternative
choices.
Helps to innovate
Ensure survival & success.
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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 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
toothpastes and fabric whiteners.
Increase market share in premium
segment by launching variants.

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shampoos,

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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