To combat the competition it launched Wheel. However, Nirma realized that it would have to launch products for the upper end of the market to retain its middle class consumers who would graduate to the upper end.
HLL has global access of technology through its parent company Unilever. T echnological This model has its limits. Nirma was the invention of Karsanbhai Patel,a chemist from Gujarat who worked for the Department of Mining and Geology.
The company had a dominating market share in most categories that it operated in, such as toilet soaps, detergents, skincare, hair care, etc. Strategies adopted by HLL to overcome the threats of Nirma were. The categories of factors are: But the problem was that the soap segment had too many competitors and the market was too much fragmented and made it difficult for any soap to have a large market share.
Nirma distributors displayed intense loyalty to Patel. Marketing strategies of Saturn company? The focal objective behind modernisation plan is of up gradation with resource-savvy technology to optimise capabilities. The brand name became almost synonymous with low-priced detergents and toilet soaps.
Nirma was becoming popular mainly in the lower end segment due to a number of factors. The day after the meeting all the team member went out in the market and collected either cash or material.
Nirma was operating in the low end segment,and the upper segment was yet to be explored by them and so expanded in the beauty segment in the mid 90s. Defining business arena and competitive terrain:.
During event such as school opening time, holdings, events, etc. Instead you should work to systematize your marketing and advertising using a monopolize your marketplace tactic. The consuming class that grew at 3. A branded product, which faces competition from quality detergent producers.
In near future, the group is also exploring diversification in Cement sector through a greenfield project.
It was in that Nirma moved ahead of Surf. At that time when the Surf was priced at Rs 15 per kg ,Nirma costed only Rs 3 per kg.A marketing strategy is the planning and deployment methods used to obtain customers for an organization. The marketing strategy involves segmenting and targeting which market s will be most beneficial to an organization and then marketing to those markets.
The marketing strategy involves the planning of company positioning as well. Nirma literally captured the market share by offering value-based marketing mix of four P’s, i.e.
a perfect match of product, price, place and promotion. Now, the year sees Nirma’s annual sales touchtones, making it one of the largest volume sales with a single brand name in the world. The case study 'The Nirma Story' talks about how Nirma carved a niche for itself in the highly competitive detergents and toilet soaps market in India.
The case focuses on the various strategies employed by the company to counter the competition from the FMCG giants, particularly HLL.
The case study 'The Nirma Story' talks about how Nirma carved a niche for itself in the highly competitive detergents and toilet soaps market in India. The case focuses on the various strategies employed by the company to counter the competition from the FMCG giants, particularly HLL.
It shows how Nirma used its cost-reduction strategies to. Nirma has adopted an aggressive marketing policy for Nirma Washing Powder and it includes both ATL and BTL plans.
It has created some good commercials that are shown via television channels, radio, newspapers, magazines, leaflets, cinemas, hoardings, sides of vehicles like bus and trams and billboards. Nirma now owns all the detergent manufacturing facilities of the group, besides toilet soap/other industrial chemicals manufacturing facilities and a modern packaging unit owned by Kisan.
Marketing of products is carried out through a % subsidiary, Nirma Consumer Care Limited (NCCL).Download