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LEARNING TEAM : 03

  • MEGHA
  • JYOTI
  • SAURABH
  • UJJWAL
  • SIDDHARTH
  • MOHSIN

BUSINESS STRATEGY

  • Backward integration of operations.
  • Investment in capacities.
  • Cost control at every stage.
  • All distribution and channeling activities in conjunction with other operations.
  • Market creation.

Consideration While Making The Price

  • Initially, Nirma was targeting the rural area in 1970-1990's.
  • Later on they shifted their focus to lower and middle urban areas.
  • Value proposition for money.
  • Acceptability of credit term.

NIRMA PRICING STRATEGY

Now a company has 15000 employee and yearly turn over 25000 cr. approximately

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 area focus

- Flat, efficient, robust distribution network

-Aggressive media strategy

STORY OF SUCCESS

  • At the starting of the company Dr.Karsanbhai patel was making Detergents in the 100 sq.ft. back yard of his home, a village in Gujarat.
  • Using bare hands and bucket once the mixture is ready, he used to pack them in polythene bag and use to sell door to door.

INTRODUCTION

  • Started as a one-product one-man outfit in 1969 by a chemist karasanbhai patel, at Ahmedabad.

"it all started to earn side income, and at the stage,i had never imagined this kind of success."

- karsanbhai patel, CMD, Nirma Ltd

GUIDE:

DR.VIJAY PRAKASH ANAND

  • The company's mission to provide, "Better products Better value, Better living" contributed a great deal to its success.

DR.KARSANBHAI PATEL

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