SUCCESS STORY Karsanbhai Khodidas Patel, the founder of Rs. 2500 crore (US$ 500 million) “NIRMA” group. Believed in value for money equation Sells 8,00,000 tonnes of detergent powder every year Market share of 35%
Market Size :
Market Size Closest threat to HUL with 35% market share. Nirma and Nima with 32 variants are distributed through more than 2 million retail outlets, generating gross sales in excess of Rs.2600 crore. The company has reported 4% drop in sales and 13% decline in net profit Margins
Achievements :
Achievements 7th largest consumer brand by ACNielsen 03. First brand to recognize and harness the power of the Indian rural market. First Indian brands to merit a Harvard Business Review case study
Products :
Products Consumer Soaps Detergents Edible salt Scouring product Nirma shikakai Nirma shampoo Nirma toothpaste Industrial LAB ( Linear Alkyl Benzene ) AOS ( Alfa Olefin Sulfonate ) Sulfuric Acid Glycerin Soda Ash Pure salt Vacuum Evaporated Iodized Salt SSP- Single Super Phosphate Sodium silicate
Soaps :
Soaps Nirma Bath Soap Nirma Premium soap Nirma Beauty Soap Nirma Lime Fresh Soap Nima Rose Nima Sandal Nima Lime Nima Herbal Nirma Herbalina
Detergents :
Detergents Nirma Washing Powder Nirma Detergent Cake Super Nirma Washing Powder Nirma Popular Detergent Nirma Popular Detergent Cake Nima Green Powder
Promotion :
Promotion Featured a lady washing a garment Daughter was featured on the pack Focuses on value-for-money One of the oldest and catchy jingle first aired on radio in 1975, was broadcast on television in 1982 Nirma Consumer Care Limited
Brand 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.
Recent 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 improved 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 visibility Acquired Searles Valley Minerals Operations and Searles Valley Minerals
:
Thank You
You May Also Find These Documents Helpful
-
* Dropper Bottles with Solutions(Sodium Carbonate, Silver Nitrate, Iron(III) Nitrate, Strontium Nitrate, Potassium Nitrate, Sodium Chloride, Zinc Sulfate, Sodium Hydroxide)…
- 1463 Words
- 6 Pages
Powerful Essays -
A well constructed tagline can endure in the minds of consumers for years; some taglines have actually outlived their products.…
- 2642 Words
- 11 Pages
Powerful Essays -
Complex Sodium Phosphates and sodium carbonate, Nonionic surfactant and chlorine bleach, sodium silicate, sodium sulfate.…
- 512 Words
- 2 Pages
Good Essays -
The Nivea Company manufactures products with fall into the skin and personal care section with items such as lotions, deodorants, creams, soaps and shaving material. This company was founded in 2007 and is based in Mumbai.…
- 1255 Words
- 6 Pages
Powerful Essays -
O iodine red phosphorus hydrochloric acid gasoline or oil O N HO…
- 1112 Words
- 5 Pages
Good Essays -
In 1954 on a business trip to Europe, Stolaroff heard of an unusual soap developed by Dr. Edmond Fromont, a Belgian cosmetic chemist. Fromont’s patented formula produced an unusually mild, clear soap that rinsed quickly and easily from the skin, leaving essentially no soap residue. Eleven minutes after washing with this unique soap, the skin was able to return to its normal pH - just one minute more than if it had been washed with only plain water! Hence the name, “Neutrogena.”…
- 2644 Words
- 11 Pages
Good Essays -
However, to meet the ever evolving customer needs and to further penetrate into the personal care and cosmetics market; Nivea extended its product range to include: body moisturisers , sun care, Nivea for men, hair care, and deodorants to name but a few. This strong global presence, along with continuous innovation and product development has enabled the brands in the Nivea portfolio to effectively compete among the global leaders in the personal care market.…
- 4798 Words
- 20 Pages
Better Essays -
skin, sensitive skin etc.. Product mix are the different types of product that Nivea produce…
- 474 Words
- 2 Pages
Satisfactory Essays -
Soap primarily serves as a dirt remover and a cleanser. It is used in bathing, cleaning, and also as a lubricant. Oil, grease, and other forms of dirt do not dissolve in water. Conversely, soap can suspend these in such a way that it can be discarded through its ability to act as an emulsifying agent. This emulsifying agent enables the dispersion of liquid into another immiscible liquid. In this manner, oil does not mix with water whereby able to induce dirt.…
- 590 Words
- 3 Pages
Good Essays -
Due to Metro sexual trend, product for men is growth very fast in the last 2-3 years. Not too many companies invested in this market until the first quarter of 2007 Beiersdorf, leader of men’s lotion market see the opportunities to invest in this market segment and to promote themselves as a fresh lotion for men, called “Nivea for men”.…
- 985 Words
- 4 Pages
Better Essays -
Sodium Palmitate, de-ionized water, sodium silicate, perfume, magnesium sulphateheptahydrate, sodium lactate, tetrasodium ethylene diaminetetraacetate, titanium dioxide, liquid paraffin cas#8042-47-5,”+/-Cl12490.…
- 1014 Words
- 5 Pages
Better Essays -
OSHA (Occupational Safty & Health Administration) “Industry Group 284: Soap, Detergents, And Cleaning Preparations; Perfumers, Cosmetics, and Other Toilet Preparations”. Available at [10 December 2010]…
- 3944 Words
- 13 Pages
Best Essays -
By 1924, Nivea initiated the use of its blue and white tins, still in use today. A brand born of dermatological expertise, consumers continue to associate Nivea with trust, reliability and accessibility. Owned by Beiersdorf AG, an international branded goods company in Germany, Nivea has grown from one signature product to over 300, encompassing fourteen product categories, which include a vast expanse of sub-brands such as Body, Visage, Beauté, Sun, For Men, Hair Care, and Baby. Through the years, Nivea has found success with new…
- 1737 Words
- 7 Pages
Best Essays -
Wheel Powder was launched by Hindustan Unilever Ltd. in 1987 in response to the success of Nirma detergent powder - a local Indian brand launched in 1977 by Karsanbhai Patel, a well known entrepreneur and philanthropist of Gujarat. Nirma was introduced at a price that attracted the cost-conscious Indian consumer. Prior to 1988, Wheel had existed, for about a decade, in the bar form before it was launched as a powder. In its new avatar, the principal task of Wheel was to arrest the growth of Nirma and exploit the emerging low-end market potential.This product was created specifically by Hindustan Lever to counter Nirma, the low cost detergent, which had taken the ground away from Surf, the top selling detergent at that time From HLL.…
- 1227 Words
- 5 Pages
Better Essays -
The Company has over 16,000 employees and has an annual turnover of around Rs. 21,736 crores (financial year 2011 - 2012). HUL is a subsidiary of Unilever, one of the world’s leading suppliers of fast moving consumer goods with strong local roots in more than 100 countries across the globe with annual sales of about €46.5 billion in 2011. Unilever has about 52% shareholding in HUL.…
- 406 Words
- 2 Pages
Satisfactory Essays