Nirma bath soap strategy

Tuesday, December 7, Nirma. Apart from that low-cost has become synomous to Nirma.

Nirma bath soap strategy

From the very beginning, operational strategy in cost containment, backward integration, economies of scale, innovative production, packaging and penetration schemes have received equal attention.

Nirma's marketing arm Introduction In the early s, when Nirma washing powder was introduced in the low-income market, Hindustan Lever Limited HLL 1 reacted in a way typical of many multinational companies.

Senior executives were dismissive of the new product: Starting as a one-product one-man outfit inNirma became a Rs 17 billion company within three decades. The company had multi-locational manufacturing facilities, and a broad product portfolio under an umbrella brand -Nirma.

The company's mission to provide, "Better Products, Better Value, Better Living" contributed a great deal to its success. Nirma successfully countered competition from HLL and carved a niche for itself in the lower-end of the detergents and toilet soap market.

The brand name became almost synonymous with low-priced detergents and toilet soaps. 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.

The company launched toilet soaps for the premium segment. However, analysts felt that Nirma would not be able to repeat its success story in the premium segment The company's business extended from personal and household care products to foods, beverages, speciality chemicals and animal feeds.

The company had a dominating market share in most categories that it operated in, such as toilet soaps, detergents, skincare, hair care, etc.

Nirma bath soap strategy

It was also the leading player in food products such as branded packaged tea, coffee, ice cream and other culinary products.Toilet soap market in India was dominated by a very few MNCs which could monopolistically price their product.

In , sensing a strong need to expand the market through Penetrative Pricing, Nirma entered this market with the launch of ‘Nirma Bath Soap’, which is a carbolic (Red) soap. Nirma's foray into the toilet soaps category was launched with Nirma Bath Soap, a carbolic soap which positioned itself against the largest selling carbolic soap brand, Lifebuoy, from the Hindustan Lever stable - at half the latter's price.

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Nirma’s first toilet soap was Nirma Bath, a mild disinfectant product containing carbolic acid, in direct competition to Hindustan Unilever’s Lifebuoy. The same year saw the launch of Nirma Beauty and over the next five years, the company introduced more versions.

Nirma Bath Soap: Toilet soap market in India was dominated by a very few MNCs which could monopolistically price their product.

In , sensing a strong need to expand the market through Penetrative Pricing, Nirma entered this market with the launch of ‘ Nirma Bath Soap’, which is a carbolic (Red) soap. A Project Report on Indian Bath Soap Industry. CASE STUDY - Nirma v.s Hul Documents Similar To Case Study on Nirma Ltd. Nirma Case Study.

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Introduction

Sanjay Burkhav. Case Analysis on Nirma PPT (1) Future Strategy Planning of Nirma. Uploaded by. Madhav Dixit.

More From alliswellb. India Has a Number of Problems. Uploaded by. Nirma Bath Soap: Toilet soap market in India was dominated by a very few MNCs which could monopolistically price their product.

In , sensing a strong need to expand the market through Penetrative Pricing, Nirma entered this market with the launch of ‘ Nirma Bath .

The soap opera begins | Outlook Business