Download - Nirma- competitive advantage
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Nirma
Group 8
Prakhar Singh - 100Puneet Gupta - 101Purbhasha Tomar -102Radhika Goel - 103Rahul Pareek -104
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Genesis
KarsanBhai started manufacturing low cost detergent in the backyard of his home
Distributed Nirma door to door on his bicycle and Sold with money back guarantee
Placed the product within the reach of common man
The market was ruled by Surf, an HLL brand.
The detergent was sold at Rs 3.5 per kg when Surf was sold at Rs 15 per kg.
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Factors for low cost Easy procurement of raw materials Manual production Small scale producer – 15% excise benefit Labour cost – 15-25 per person day as compared to HLLs 30-
4 per person day. Lowest cost at any point in time Low margin, High volume Packaging – Polythene bags rather than cartons Own packaging material unit and printing press
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Steps To Glory
Value for Money concept
Converted a luxury product into a bare necessity product
Rural Focus – Identified markets where others saw none
Achieved penetration where others felt consumer mindset could not be changed
Flat, efficient, robust distribution network
Multidimensional aggressive marketing and manufacturing strategy
Aggressive media strategy
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Business Strategy
Market Creati
on
•Economies of scale
•Product InnovationMarketi
ng and Distribut
ion
•Umbrella Branding
•Parallel Distribution
Backward
IntegrationValue For
Money
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Brand Building
Word of Mouth
Visibilty in General Grocery Stores
Launched “Doodh si Safedi” campaign on All India Radio
Launched the “Doodh si Safedi” campaign on TV
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Corporate Social Responsibility
Establishment of Nirma Education and Research Foundation in 1994, realizing the significant role of education in the socioeconomic development of the nation
Set up of Nirma Labs with an objective to nurture, promote and facilitate potential entrepreneurs in their pursuit of knowledge
Establishment of Nirma Memorial Trust to look after deprived women in Gujarat, build Ashrams and guesthouses for pilgrims and the elderly
Nirma Foundation set up in 1979 contributes towards running of schools, colleges, temples and social institutions
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Market Share 1977-198919
77
1978
1979
1980
1981
1982
1983
1984
1985
1986
1987
1988
1989
0
10
20
30
40
50
60
70
80
Nirma Surf
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Competitors Reaction HLL launched a low priced Detergent Powder named “Sunlight” in East India
Operation STING to inhibit Nirma growth
Launched detergent of equivalent quality - Wheel
Production Method:
Set up new plants in regions where raw materials were easily available. Afacon manufacturing unit – Just in time Semi –automated units to replicate small manufacturing units of Nirma
Advertising:
Safe on hands and clothes Tarnishing Nirma as a ‘yellow’ powder as harsh, acidic brand SURF launched Lalitajis commercial
Distribution: Bypassed C&FAs
Emergence of copycats
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Some Emergent Issues for Nirma
Rival companies have attacked its ‘value for money’ position, potraying the brand to be inferior, cheap and a less smart alternative
Nirma projected as a ‘yellow’ powder as harsh, acidic brand by competitors
Increase in disposable income of middle class ‘Money for value’ rather than value for money It is seen as a company which pays low salaries and cut costs
everywhere
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Organizational Restructuring
In 1997, four of its companies, Nirma Detergents Limited(NDL), Nirma Soaps and Detergents Limited(NSDL), Shiva Soaps and Detergents Limited(SSDL), Nilima Chemicals Limited(NCL) were merged with Nirma Limited
Why Merger?
Business synergy Reduction of overheads Economies of scale
Results of the merger?
Rationalization of marketing Leverage of internal and external resources Rationalization of manufacturing
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New Products Range
Products
Consumer
Industrial
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Industrial Products
Industrial Products
Glycerin, AOS, Sulfuric Acid, Sodium Silicate, Soda Ash, Salt
Fertilizers Single Super Phosphate
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Consumer Products
Detergents
Powders•Nirma Washing Powder•Super Nirma •Nirma Popular
Cakes•Nirma Detergent Cake•Super Nirma•Nirma Popular
Toilet Soaps
Carbolic Soaps •Nirma Bath Soap
Beauty Soaps•Nirma Beauty Soap•Nima Rose •Nirma Lime Fresh
Premium Soaps•Nima Sandal
Packaged Foods
Iodized Salt •Nirma Shudh
Scouring Products
Dish Wash bar•Nirma Clean
•Nirma Bartan
Personal Healthcare
Toothpaste •Nirma Toothpaste
Shampoo •Nirma Shampoo
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Crowded Segments
ManufacturerPremium category
Popular Category
Economy Category
HUL Surf Excel Rin Wheel
NirmaSuper Nirma
BlueNirma
P&GAriel Tide
Others HenkoOk
HippolineFena
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Sustainability
Benefit of Size
Building of Massive capacities
Experience Effect- industry experience of over 40yrs
Expansion into similar low cost markets like soaps
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Sustainability
Resource Base Backward Integration Rationalization of Product Lines
Others Collaborations Identity/Positioning Response Lag Stagnant Market Segment
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Recommendations
Positioning – From Cost to Quality Target Other geographical areas New Product Development - First mover advantage Continue Backward Integration Strategic Collaboration
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Thank You…Questions?