Introduction

Nirma is a Group of companies based in Ahmedabad that Manufactures Products Ranging From Cosmetics,soaps,deteregents, Salt ash. Started By Dr.Karsanbhai Patel as one Man Operation Today Nirma has over 15000 employees

Nirma has a turnover of over Rs. 3550 Crores.

Overview
In 1969, Dr.Karsanbhai Patel , a Chemist at the Gujarat Governments' Department of Mining & Geology manufactured phosphate free Synthetic Detergent Powder & Started Selling it Locally. The New Yellow power was price at Rs 3.50 per KG , at a time when HLLs Surf was priced at Rs 15 per KG.

Suddenly there was huge demand of Nirma in Karsanbhai Patels Hometown Ruppur , Guj.
Karsanbhai Patel Named the powder as Nirma, after his daughter name Nirupama. Karsanbhai Patel was able to sell about 15-20 Packets a day on his way to the office on bicycle & some 15 Kms away.

Overview
By 1985 , Nirma became one of the most popular brand for household Detergents in many parts of Country.

By 1999, Nirma was a Major Consumer Brand offering range of products, Soaps & Personal Care Products.

In 2004 : Nirma's detergent approached 800,000 tonnes one of the largest volumes sold in the world under a single brand 'NIRMA'. Nirma Network Consist of about 400 distributors and over 2 million retail outlets across the country

Products Offered By Nirma :

For Consumers :
Soap

Detergent
Edible Salt Nirma Shikakai

Nirma Shampoo
Nirma Tootpaste

Products Offered By Nirma :

For Industrial :

Sulfuric Acid Glycerin Soda Ash Pure Salt Vacuum Evaporated Iodized Salt Single Super Phosphate Sodium Silicate

Products Offered By Nirma :

Soaps :

Nirma Nirma Nirma Nirma Nirma Nirma Nirma

Bath Soap Premium Soap Beauty Soap Lime Fresh Soap Rose Herbal Sandal

Products Offered By Nirma :

Detergent :
Nirma Washing Powder Nirma Detergent Cake Super Nirma Washing

Powder Nirma Popular Detergent Nirma Green Powder

Situational Analysis
Reason for decrease in Market Share
1) Tough Competition from Competitors. 2) Inefficient Brand Positioning. 3) Lack of Promotional activity. 4) Lack of innovation and not updated with current

market demand.

Swot Analysis
Strength Weakness Opportunity

Porters Five force.

Threats from new entrants Threats from industrial

Threat

rivalries Threats from substitute products Bargaining Power of Consumer Bargaining Power of suppliers

Objective of Study
A) Marketing Objective 1) To study consumer preference on detergent. 2) To study consumer preference on Nirma detergent. 3) To study awareness about Nirma in different part of Mumbai and India. 4) To study consumer opinion about Price, quality, reason for choice, brand satisfaction etc 5) To study purchase decision of Consumer.

Objective of Study
B) Financial Objectives
1) To Increase profit.

2) To increase market share of the product.

Marketing Strategies
Market Segmentation A) On Geographical basis. 1) Rural Market 2) Urban Market B) On Demographic Basis. 1) High Class, Middle Class and low Class. 2) Especially targeting to women and housewifes. 3) Gender- Both.

Positioning
Brand Ambassador Ranbeer Kapoor
Unique of Advertisement helps in positioning our

product in customer mind.

Marketing Mix
Product
Price Place Promotion Brand ambassador Ranbir karoor IPL

Peoples Views
Surveyed Maximum People in different locations
Common observations were 1) Ineffective advertisement. 2) No promotional activity. 3) Unattractive Packaging.

New Face of Nirma Supreme

Attractive packaging
Varieties available Liquid Detergent is also avialable Special Detergent for wollen cloths

Conclusion
Our unique way of Advertisement helps in

increasing sale New Promotional techniques helps in increasing market share. Our mission is to provide a better product, better value, and better living, contribute a great deal to its success.