Post on 06-Apr-2018
transcript
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SUCCESS STORY OF ENTERPRENEURA
Presentation on krisna bhai patelFounder of
Nirma company
Presented by:-mukesh tiwari &
Varun (MBA2nd year)
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Profile of Karsanbhai Patel
Karsanbhai Khodidas Patel (K.K. Patel) came
from a humble farmer family from Mehsana,
Gujarat. He worked as Lab Assistant in theGeology and Mining Department of the
Government of Gujarat. In 1969, at the age of
25, Karsan Bhai Patel started a small-scale
enterprise. He offered a quality detergentpowder, using indigenous technology, at a third
of the prevailing price, without compromising on
the product.Karsanbhai named the detergent
powder Nirma after daughter Nirupama.
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SUCCESS STORY
Karsanbhai Khodidas Patel,
the founder of Rs. 2500 crore (US$ 500
million) NIRMA group.
Believed in value for money equation
Sells 8,00,000 tonnes of detergentpowder every year
Market share of 35%
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Market Size
Closest threat to HUL with 35% market share.
Nirma and Nima with 32 variants are distributed through more
than 2 million retail outlets, generating gross sales in excess of
Rs.2600 crore.
The company has reported 4% drop in sales and 13% decline
in net profit Margins
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Achievements
7th
largest consumer brand by ACN
ielsen 03.
First brand to recognize and harness the power of the Indian
rural market.
First Indian brands to merit a Harvard Business Review case
study
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Products
Consumer
Soaps
Detergents
Edible salt
Scouring product
Nirma shikakai
Nirma shampoo Nirma toothpaste
Nirma Bath Soap
Nirma Premium soap
Nirma Beauty Soap
Industrial
LAB ( Linear Alkyl Benzene )
AOS ( Alfa Olefin Sulfonate )
Sulfuric Acid
Glycerin
Soda Ash
Pure salt Vacuum Evaporated Iodized
Salt
SSP- Single Super Phosphate
Sodium silicate
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4 great marketing strategies of
Nirma
Following are the key strategy by
which krisna bhai patel get suceess in
their business:-People power
Goals are good
Know your customersEnsure availability
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Detergents
Nirma Washing Powder
Nirma Detergent Cake
SuperNirma Washing Powder
Nirma PopularDetergent
Nirma PopularDetergent Cake
Nima Green Powder
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Brand value
Initially every pack of Nirma came with a money back
guarantee.
Believes in bonding with the consumer.
The jingle has been used by Nirma for the last 25 years.
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RecentD
evelopments The company has relaunched Nirma Yellow Washing Powder
and Nirma Beauty Soap, two of its strongest brands. Nirma
Yellow Powder is being re-launched with improvedformulation and new advertising. This is an extension of the
original ad which will return after the launch is over. Nirma
Beauty Soap is being re-launched with a new shape, fragranceand a smarter, brighter pack to improve shelf visibility
Acquired Searles Valley Minerals Operations and Searles
Valley Minerals
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