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  • Nirma

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    Sanjeev Singh
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    Nirma started in the 1970s as a small, family-run business producing detergent in Gujarat, India. It targeted the rural Indian market that was underserved by multinational corporations. Through affordable pricing, wide distribution, and marketing directly to villages, Nirma was able to grow rapidly and become a national brand, capturing 38% of the Indian detergent market by producing over 80,000 tons annually. Nirma's strategies of awareness, affordability, accessibility, and availability helped it succeed where larger companies failed in rural India. It remains one of the largest detergent brands in India today.

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    Nirma started in the 1970s as a small, family-run business producing detergent in Gujarat, India. It targeted the rural Indian market that was underserved by multinational corporations. Through affordable pricing, wide distribution, and marketing directly to villages, Nirma was able to grow rapidly and become a national brand, capturing 38% of the Indian detergent market by producing over 80,000 tons annually. Nirma's strategies of awareness, affordability, accessibility, and availability helped it succeed where larger companies failed in rural India. It remains one of the largest detergent brands in India today.

    Copyright:

    Attribution Non-Commercial (BY-NC)
    Download as PPTX, PDF, TXT or read online from Scribd
    Flag for inappropriate content
    Download as pptx, pdf, or txt
    240 views11 pages

    Nirma

    Uploaded by

    Sanjeev Singh
    Nirma started in the 1970s as a small, family-run business producing detergent in Gujarat, India. It targeted the rural Indian market that was underserved by multinational corporations. Through affordable pricing, wide distribution, and marketing directly to villages, Nirma was able to grow rapidly and become a national brand, capturing 38% of the Indian detergent market by producing over 80,000 tons annually. Nirma's strategies of awareness, affordability, accessibility, and availability helped it succeed where larger companies failed in rural India. It remains one of the largest detergent brands in India today.

    Copyright:

    Attribution Non-Commercial (BY-NC)
    Download as PPTX, PDF, TXT or read online from Scribd
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    of 11

    RURAL DETERGENT

    BRANDRURAL DETERGENT
    BRAND

    SANJEEV
    MAJID
    SANJEEV
    SHEHBA
    MAJID BINITA
    SHEHBA
    RUBI
    BINITA
    RUBI
    CHARECTERSTICS OF INDIAN
    RURAL MARKET
     Low per capita income
     Choosing price over quality and is influenced
    by mouth communication
     Rural consumer is one who has limited
    education background is exposed to limited
    product and brand
    NIRMA WASHING THE
    COMPETITION AWAY
     Founded by MR. Karsonbhai Patel
     Started in early in 1970
     Hll-being an mnc said “that’s not our
    market", we need not to be concerned
     NIRMA become the success story being one
    man game and evolved as a national brand
    soon after 1982.
    NIRMA A JOURNEY
    FROM TO

    Backyard of small house Becoming one of the world


    largest and most integrated
    detergent brand
    15-20 packets OVER 80,000 TONS Annually
    A DAY with 38% of market shares

    A DREAM
    A REALITY
    4 A’s OF NIRMA STRATEGY
    AWARNESS

    AFFORDABILI
    TY

    ACCESSIBLIT
    Y

    AVAILABLITY
    NIRMA

    Strengths Weakness
    Strong brand equity. Nirma is a Rs 17 Highest interest burden
    billion umbrella brand offering brand Less presence in premium segment
    portfolio of products as multiple price Lack of global tie-ups & thus finding
    points. hard to export market

    OPPORTUNIES
    EXPORTS ACQUISIATIONS FOR
    threats
    MNCS COMING TO INDIA Particularly IN
    STRENGTHENING TIEUPS TOILET & SOAP INDUSTRY
    ENTRY INTO OTHERS CATEGORIES EMERGENCE OF SMALL BUT STRONG
    LIKE SHAMPOOS TOOTHPASTES REGIONAL PLEARS
    AND FABRIC WHITENERS
    DISTRIBUTION STRATERGY OF NIRMA
    RURAL PRODUCT
    DEVELOPMENT

    RURAL BRANDING

    RURAL MARKET RESEARCH

    RURAL COMMUNICATION
    CAMPAIGN

    RURAL EVENT

    DIRECT MARKETING
    SELLING TO RURAL
    MARKET
     PROMOTION

     PRICE

     PLACE

     PACKAGING
    Market share owned by different
    players

    P&G 13%
    HENKEL 2%
    OTHERS 18%
    NIRMA 29%
    Hul
    NIRMA FAMOUS TAG LINE

    Washing powder Nirma, washing powder


    Nirma....... Doodh si safedi... Nirma se aayi
    Rangeen kapda bhi dhul dhul jaaye........
    Sabki pasand nirma......... Washing powder
    nirma, washing powder nirma

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