Nirma ltd

A PROJECT REPORT ON HOLISTIC MARKETING WITH RESPECT TO NIRMA PRESENTED BY GROUP- 04 1st Semester MBA SEC C

SUBMITTED TO PROF. BAISAKHI MITRA MUSTAPHI FACULTY MARKETING MANAGEMENT PESIT, MBA DEPT

COMPANY PROFILE (NIRMA)

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In 1969 Dr. Karsanbhai Patel started Nirma. He used to make detergent powder in the backyard of his house. After making the detergent Karsanbhai used to pack it in polythene bag and sold it door-to-door. Patel named the powder as Nirma, after his daughter Nirupama. Patel was able to sell about 15-20 packets a day on his way to the office on bicycle, some 15 km away. By 1985, Nirma washing powder had become one of the most popular, household detergents in many parts of the country. By 1999, Nirma was a major consumer brand offering a range of detergents, soaps and personal care products. In keeping with its philosophy of providing quality products at the best possible prices, Nirma brought in the latest technology for its manufacturing facilities at six locations in India. Nirma's success in the highly competitive soap and detergent market was attributed to its brand promotion efforts, which was complemented by its distribution, reach and market penetration. Nirma's network consisted of about 400 distributors and over 2 million retail outlets across the country. This huge network enabled Nirma to make its products available to the smallest village. In the 1980s Nirma catapulted Surf, which was a well-established detergent product by Hindustan Lever, and occupied the top slot in the detergent products segment. In 1990, Nirma entered the toilet soap market and today it is the second largest toilet soap brand in India. Today, Nirma has one of the largest volume sales with a single brand name in the world. Nirma is a customer-focused company committed to consistently offer better quality products and services that maximise value to the customer. This customer-centric philosophy has been well emphasised at Nirma through:

Continuously exploring & developing new products & processes. Laying emphasis on cost effectiveness. Maintaining effective Quality Management System. Complying with safety, environment and social obligations. Imparting training to all involved on a continuous basis. Teamwork and active participation all around. Demonstrating belongingness and exemplary behaviour towards organisation, its goals and objectives.

Nirma is a phenomenon and synonymous with Value for Money. The brand transcends the specific dynamic of any particular product category, which is best captured in its mission statement - a statement of sustained innovation, an unceasing effort to deliver better value to consumers, through better product quality.

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HOLISTIC MARKETING Holistic marketing concept is based on the development, design, and implementation of marketing programs, process and activities that recognizes their breadth and interdependencies. The four components of holistic marketing are: 1. 2. 3. 4. Relationship marketing Integrated marketing Internal marketing Social responsibility marketing

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INTERNAL MARKETING

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INTEGRATED MARKETING Integrated marketing program consists of numerous decisions on valueenhancing marketing activities to use. It is the marketers task to devise marketing activities and assemble fully integrated marketing programs to create, communicate and deliver value for consumers. Tools of marketing Product a product is a bundle of utilities that is offered to the market to satisfy the needs or wants of the consumer. It could be consumer or industrial products. Price the value at which the product offered can be obtained from the market. Place a place or location where the product is made available. Promotion method of informing general public or targeted market about the product offered to the consumers.

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Products of Nirma Since the launch of Nirma detergent powder in 1969, the Nirma portfolio has grown to include fabric care products, personal care products, food products, packaging and chemicals. However, the underlying philosophy remains consistent to deliver value to consumers. In 2005 there were three successful product rollouts Nirma Saffron Beauty Soap, Nima Jasmine Beauty Soap and Nirma Super White Detergent Powder. In the fabric care category, Nirma has three products for the lower-end market. The Nirma Yellow Washing Powder is available in pack sizes of 30gms, 200gms, 500gms and 1kg and is ranked as the largest selling single detergent brand in the world. The Nirma Detergent Cake also yellow in colour is ranked as the most distributed detergent cake brand in the country and is available in pack sizes of 125gms and 250gms. The Nirma Popular Detergent Cake, available in pack sizes of 125gms and 150gms and targeted at lower income consumers, sells in huge volumes without any advertising support. In the mid-priced segment, the Super Nirma Washing Powder successfully debunked the myth that high-quality products had to be high-priced.

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

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PROMOTION Nirma's advertising has always focused on the value-for-money angle. Its simple and catchy jingle Dudh Si Safedi Nirma Se Sye, Rangeen Kapda Bhi Khil Khil Jaye (Nirma's whiteness is as white as milk, even the most resplendent clothes blossom with it) has continued to echo in the drawing rooms of middle-class Indian homes through the decades. While the jingle stresses the product, it also salutes the savvy and budget-conscious Indian housewife. The jingle, which was first aired on radio in 1975, was broadcast on television in 1982. It is one of the longest running jingles and has seen very few changes since the time it was first aired. The white dancing girl, featured in Nirma's television advertising is, perhaps, the most enduring image of Nirma. Nirma is one of the largest selling detergent brands in the world. It focuses on value for money proposition. In the initial stages Nirma gave a money back guarantee with each pack sold. It had started with door to door selling and managed to sell around 15-20 packets of washing powder Nirma and currently holding a market share of around 35%. Marketing Mantra of Nirma Give your consumer what he wants, where he wants, when he wants and selling will be done quite automatically PRICE Nirma a soaps and detergent manufacturer of India, provides a fine example for a Price Led Marketing Strategy. Nirma had built cost leadership right from the beginning choosing a price conscious
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segment as its market. The Detergent Product was initially priced at Rs. 3 per kg, when the available cheapest brand in the market was Rs. 13 per kg. Always adopts low cost production technology and hence has been successful in maintaining low price even today at around Rs. 20 which has been its Unique Selling Proposition. The price is almost 40% lesser in the market as compared to its competitors providing a very attractive value for money proposition.

PLACE 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.

Principal Channel [Nirma Products] Lowest Cost system in India Speed in distribution Flexibility The NIMA range of products is marketed through a parallel marketing network that comprises of more than 2000 distributors. Parallel Channel [Nima Products]

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Wider Reach Speedy Market Intelligence Competitive edge & Better focus Complementing Principal Channel All NIRMA and NIMA range of products have a retail reach of over two million retail outlets and more than 40 million loyal consumers spread all over the country. The Company has been successful in establishing an extremely good urban as well as rural presence through the two distribution channels. The distribution channels have played a significant role in making Nirma a household name. The efficient network has made Nirma Washing Powder and Nirma Detergent Cake, the brands with highest penetration in the respective product categories in the market. The network is well equipped to meet the demands of the loyal consumers of the Company across the country. The robust network ensures the availability of various products at different retail outlets across the nation. The Distribution channel is geared up to enhance trade relations, build up the retailer base by providing various benefits and incentives, organize and implement different activities to generate sales and manage numerous other programmes, schemes and activities concentrated towards business development.

RELATIONSHIP MARKETING Nirma is a customer-focused company committed to consistently offer better quality products and services that maximise value to the customer. This customer-centric philosophy has been well emphasised at Nirma through: Continuously exploring & developing new products & processes. Laying emphasis on cost effectiveness. Maintaining effective Quality Management System. Complying with safety, environment and social obligations. Imparting training to all involved on a continuous basis.
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Teamwork and active participation all around. Demonstrating belongingness and organisation, its goals and objectives. exemplary behaviour towards

Nirma is a phenomenon and synonymous with Value for Money. The brand transcends the specific dynamic of any particular product category, which is best captured in its above mission statement - a statement of sustained innovation, an unceasing effort to deliver better value to consumers, through better product quality.

SOCIAL RESPONSIBILITY MARKETING Nirma Education & Research Foundation (NERF) in 1994

Today, this state-of-the art academic infrastructure runs various institution bodies such as Institute of Technology, Institute of Management, Institute of Pharmaceutical Sciences and Institute of Diploma Engineering. These all institutions are located in a disciplined, serene and pleasant environment Nirma Labs It is another contribution of Nirma with an objective to nurture, promote and facilitate potential entrepreneurs in their pursuit of knowledge based large-scale wealth generation for stakeholders and society. The prospects will undergo the program of grooming and incubation at Nirma Labs, and will then be supported to build the incubated ventures with appropriate support. Nirma has already contributed Rs. 350 million for the development of these institutes, an amount, which is likely to rise further to Rs. 500 million. The infrastructure facilities created here are of international standards and they have already become models for similar institutes. Plans are underway to start Post Graduate & Research Courses in Management and Technology, as well as an IAS training center and a programme in Masters of Computer Applications. 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. The Nirma
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Foundation, set up in 1979, contributes towards the running of schools, colleges, temples and social institutions, within the state and outside.

Chanasma Ruppur Gram Vikas Trust its 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. The trust has started several institutions in Ruppur, including the Arts & Commerce College, and an ITI training institute and a ladies hostel.

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