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 Market Research
Research and Development

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HLL and other high-quality Nirma’s dramatic rise forced HLL

Mr. Sen’s first interaction with Cheap packaging of the yellow Mr. Sen wrote to the HLL branch

manufacturers failed to offer any to re-evaluate the market and

Nirma took place in the year coloured detergent in contrast to manager in Ahmedabad, asking

significant competition to Nirma customer

1977 near Ghaziabad. the sleek, blue Surf packaging for information on Nirma

needs and apply appropriate

strategies
 Difference between the marketing strategies of Nirma
and HUL

Nirma followed Marketing 1.0 marketing strategy where the main objective was selling products whereas HUL(Wheel) started
following Marketing 2.0 approach where emphasis was given to satisfy and retain consumers . 1
Nirma treated the consumers as mass buyers with physical needs whereas HUL(Wheel) treated the consumers as smarter consumer
with mind and heart. 2
Nirma had the key marketing concept based on product development whereas HUL(Wheel) had the key marketing concept based
on differentiation.
3
Nirma had value propositions which were basically functional whereas HUL(Wheel) had value propositions which were not only
functional but also emotional. 4
HUL were technologically much more advanced as compared to Nirma as they also gave much more emphasis on Information
technology as their enabling force.
5
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 THE POWER OF
PUBLIC SPEAKING 101

VISUAL CHARTS

Bring your presentation

to the next level
EMPOWER WITH
VISUAL CHARTS

T h e Powe r of Vi sua l C ha rt s
Share info that resonates
Visual charts make data and numbers on
presentations interesting and memorable.
 SIMPLIFIES EASY TO
STATISTICS UNDERSTAND
Use visual charts to Use visual charts to
communicate info communicate info
ADVANTAGES more effectively. more effectively.

OF VISUAL
CHARTS
ADDS MAKES AN
CREDIBILITY IMPACT
Use visual charts to Use visual charts to
communicate info communicate info
more effectively. more effectively.
WHITEBOARD PAGE
Copy a note, drag to
the board, and write
your ideas.
Copy a note, drag to
the board, and write
your ideas.

Copy a note, drag to

the board, and write
your ideas. Write a note
here

Tip: Collaboration makes teamwork easier! Click "Share" and invite your teammates to fill this up. Use this page for bulletins, brainstorms, and other fun team ideas.
Right-click on the background of the slide, or on the thumbnail below, for the option to expand this page into a whiteboard for more space!
COLLABORATE ON Add more
sub-ideas
Add even more
sub-ideas

a Whiteboard
Add more Add even more
Add a related idea
sub-ideas sub-ideas

Add a Add a
related idea
Add a main topic related idea

Add even more

Add more sub-ideas Add a related idea Add more sub-ideas
Tip: Collaboration makes sub-ideas
teamwork easier! Click
"Share" and invite your
teammates to fill this up.
Add even more Add even more
Use this whiteboard page
sub-ideas sub-ideas
for bulletins, brainstorms,
and other fun team ideas! Add more sub-ideas
 Where NIRMA Stands Today

Detergent Market Product Offerings Current Problems

Share
• Detergents • Increased competition
• Ghari: 17.3%
• Salt • Evolving consumer
• Wheel: 16.9%.
• Soaps preferences
• Tide: 13.5%
• Cement • Limited presence in
• Nirma has less than 6%
• Pharma premium segments
• Lack of Focus
• Lack of innovation
EMBRACING CHANGE

• Product development
• Rebranding
• Supply chain optimization
• Maintaining Affordability
 CONCLUSION

Were HLL’s strategic responses to the

challenge posed by Nirma adequate? Why or
why not?
THAN K Y O U