Presentation On "Marketing Mix": Presented by

PRESENTATION ON “MARKETING MIX”
Presented By:
Abhishek Bhargava
Mukesh Saini
Abhishek chauhan
Varun
a Dynamic Phenomenon……
a philosophy…
..a revolution…
that changed our lives
Catalog
Milestone of Success
Genesis
Heritage
Vision Mission & Philosophy
Corporate Social Responsibility
Product Portfolio
Winning Strategies
Marketing & Distribution
Promotion Strategy
Strong Infrastructure
Win-Win Results
Recognition
Did You Know
Today :
One of the world largest and most integrated manufacturer detergent
toiletries.
Largest player of Indian Detergent Market with a share of 38%
Second Largest toilet soap marketer of the country with a share of 20%
Journey…
1969-1985
Innovation, creation & foundation
1986-2004
Expansion, Extensions & Consolidation
The Beginning…1969
Dr. Karsanbhai Patel
Manufactured the Detergent in the back yard of his home,
Packed & stapled into the poly bag himself, distributed Nirma door to
door on his bicycle, sold with money back guarantee
Followed simple steps…

Value for Money concept
Introduced the same at an astonishing Rs. 3 per kg
Leading Brand (surf) was then priced Rs. 13 per kg
Rural focus
Flat, efficient , robust Distribution Network
Multi- Dimensional aggressive marketing and manufacturing strategy
Aggressive media strategy
The Next step-1985
Nirma Detergent cake was launched, as a line extension 2nd product from
Nirma
Huge success
The most highly penetrated in the category- according to ORG-MARG BT-
Rural watch
Success repeated….1990
Nirma Super Detergent (superior spray-dried blue Detergent Powder)
High TFM Nirma Beauty soap Launched under the umbrella Brand name of
Nirma
Umbrella Branding successfully adopted
Genesis
Nirma, the proverbial ‘Rags to Riches’ saga

of Dr. Karsanbhai Patel, is a classic example
of the success of Indian entrepreneurship in
the face of stiff competition. Starting as a
one-man operation in 1969, today, it has
about 14, 000 employee-base and annual
turnover is above Rs. 25, 00 crores.
Heritage
The revolution called Nirma

is synonymous with value
for money , committed to
offer better quality products
& services to the
consumers.
Vision, Mission & philosophy
Nirma is a customer-focused
company committed to consistently
offer better quality products and
services that maximize value to the
customer.
Corporate Social Responsibility
Nirma played a vital role by establishing the Nirma Education &

Research Foundation (NERF) in 1994. Recently, this Foundation has
been awarded University status
Institute of Management is a one of the premier business school,
providing quality management education, and nourishing managerial
talent. Within a short span, this institution achieved a position in Top-25
B-schools of India.
Institute of Technology offers degree-engineering courses in
Chemical, Instrumentation & Control, Electronics & Communication,
Computer Sciences, Civil, Mechanical and Electrical technologies
Nirma Memorial Trust and Nirma Foundation - Nirma Memorial
Trust looks after deprived women in Gujarat. It builds Ashrams and
guesthouses for pilgrims and the elderly.
Chanasma Ruppur Gram Vikas Trust in Mehsana of which Mr. K. K.
Patel is the founder trustee and President provides education,
maintenance of public health and related facilities in rural areas
Product Portfolio
DETERGENTS: Spray dried powder,Compact

dry mix powder, cakes.
TOILET SOAPS: Beauty soaps, Carbolic soaps,
Premium soaps.
PACKAGED FOOD: Ionized salt
INDUSTRIAL PRODUCTS:Glycerine,Sulfuric
Acid, Soda Ash, salt
FERTILIZER :Single super phosphate
Product Portfolio
Nirma has over the years introduced products in toiletries and

personal care with soaps, shampoos and toothpaste, thus
offering the consumer a complete product portfolio.
Winning Strategies
Business Strategy
Umbrella Branding
Economies of sales
Market Creation
Parallel Distribution
Business idea Value for money
Product innovation Backward Integration

Winning Strategies
Nirma adopted A different Path…..

Identified Markets where others saw none.
Expanded Markets where other failed.
Achieved penetration where other felt consumer mindsets
could not be changed
Nirma Distribution Strategy….

Low margin High volume generates High return.
Exclusive Distributors.
Locally distributors is among the richest people.
Direct communication with channel partners.
Railways for bulk movement .
Two separate channels
Winning Strategies
Dynamic channel feed System
Channel is fed through both direct dispatch & stock points.

Stock point helps in reducing stock outs.
Daily transport arrangement instead of rate contracts .
Rural & Urban Presence through the channel

Two distribution channels
Better service
Prevents cannibalization
Encourages relationship based sales
Nirma Limited markets its products through its fully owned subsidiary
Nirma Consumer Care Limited (NCCL), which was incepted in 1985. NCCL
in turn resells these products in the market under the umbrella brands
“NIRMA” and “NIMA” along with extensions.
The distribution strength of Nirma is based on mutually rewarding and

satisfying relationship.
Nirma pioneered the concept of flat distribution network. Nirma

Consumer Care Limited operates with two parallel distribution networks.
The NIRMA brand is marketed through the first network, which consists of
about 450 exclusive distributors. It is one of the lowest cost FMCG
distribution channels of the country.
Promotion Strategy
pioneer of product sponsorship through electronic media.
Nirma in 1974 & 1976 was promoted through price draws of Rs.
30000 to Rs. 60000
The price money was increased in 1982 to Rs. 2.2 lacs
Only private sector advertiser at Moscow Olympics
First Company to introduce Bucket scheme to promote product

hampers
Promotion Strategy
The new ad campaign, rolled out in

. the third week of December 2002, is
featured on all leading TV channels.
Diya Mirza, upcoming actress and
former Miss India Asia Pacific, has
been roped in for the new campaign.
The new television commercial with
the very catching slogan, “Dil karta ha,
choo lu tumko,” shows the beautiful
Mirza walking lost in thought on a
beach.
Promotion Strategy
Strong Infrastructure:
Asia’s Largest salt works.

Industrial salt capacity of 1500000 TPA.
Edible salt of 288000 TPA.
5000000 pieces of Detergent sold per day.
Largest Detergent manufacturer of India.
3000000 pieces of Soap sold per day.
Annual sales of Rs. 500 Crore.
Second largest soap Manufacturer in in India
Win-Win Results:
Gross sales over Rs. 2400 crores.

8 Manufacturing Locations.
Among Top 10 Indian Brands
Nation wide Distribution reach

2500 Distributors
2000000 retailers
40 depots
Recognition :
Nirma Brand :
9th among top FMCG Brands of India.
9th Largest FMCG brand of the country.
Selected as super brand of India for 2003-2004.
Most popular brand in Detergent powders-Economy category.
Nima Brand :
31st among the top 100 FMCG of India.
Nirma washing Powder :

Most widely distributed detergent powder brand.
Most highly penetrated Detergent powder of India.
Excellence award for best advertisement of the year.
Nirma Lime fresh :

7th most successful brand launch
Did You Know
Things you did not know :

Nirma is named after Nirupama (Nima), daughter of Karsanbhai Patel.
Dudh ki safedi Nirma se aye, Rangin kapada bhi khil khil jaye jingle used
since last 35 years.
Same radio spot has been used consistently since last 28 years.
Nirma is one of the largest selling single detergent brand in the world.
Daily 3 million pieces of Toilet soap are sold across India daily 6.2 million
units of detergent powder and cake are sold across India.
Nirma Lime Fresh Toilet soap sold 17 million packs in the first month of its
launch.
Daily 3 lacs plus units of Nirma sudh salt are sold across India.
Daily logistic of 10000 mt of Material

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PRESENTATION ON “MARKETING MIX”

Followed simple steps…

Nirma, the proverbial ‘Rags to Riches’ saga

The revolution called Nirma

Nirma played a vital role by establishing the Nirma Education &

DETERGENTS: Spray dried powder,Compact

Nirma has over the years introduced products in toiletries and

Product innovation Backward Integration

Nirma adopted A different Path…..

Nirma Distribution Strategy….

Dynamic channel feed System

Channel is fed through both direct dispatch & stock points.

Rural & Urban Presence through the channel

The distribution strength of Nirma is based on mutually rewarding and

Nirma pioneered the concept of flat distribution network. Nirma

pioneer of product sponsorship through electronic media.

The price money was increased in 1982 to Rs. 2.2 lacs

Only private sector advertiser at Moscow Olympics

First Company to introduce Bucket scheme to promote product

The new ad campaign, rolled out in

Asia’s Largest salt works.

Gross sales over Rs. 2400 crores.

Nation wide Distribution reach

Nirma washing Powder :

Excellence award for best advertisement of the year.

Nirma Lime fresh :

Things you did not know :

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