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INTRODUCTION
India is one of the largest consumer economies, with more number of a middle
class people. In such a widespread, diverse market place, Nirma aptly
concentrated on all its efforts towards creating and building a strong consumer
preference towards its Value for Money Products.
It was a back in the 60s and 70s century where the domestic detergent market ha
d only premium segment, with very few players and was dominated by MNCs. It
was 1969 when Karshanbhai Patel started door to door selling of the own
manufactured product. Detergent power priced at an astonishing rate of Rs. 3.00
for a 1 Kg. powder; where else cost of the other cheapest brand was Rs. 13 which
differentiate the price by Rs. 10 high of the competitors. Product was launched
with an innovative, quality product with an indigenous process, and low profiled
packing also the marketing. It changed the habit of the housewives for washing
powder for washing clothes.
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LOCATION
Industry is an activity which converts raw material and semi-finished goods in to
finished goods for sale. Industrial organization means the combination and co -
ordination of capital, labors, machinery and raw materials, the success of business
depends on the process of organization and planning.
The consideration of these factors requires careful analysis because the location
once chosen, cannot be changed often, frequent changes in location of an
industry is determined by taking in to consideration of the following factors.
Primary Factors
Supply of Raw Material Nearness to Market Transport Facilities Labors Supply Availability of power Supply of capital
Secondary Factors
Facilities Nature factors Political Factors Government Subsidies and facilities Historical and religious factors
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Initial start and goodwill Personal factors Miscellaneous Factors
On seeing of it NIRMA LIMITED has setup its factory at; Nirma Chemicals Limited,Bhal District, Kalatalav, Bhavnagar.
PRODUCTS OF THE COMPANY
Consumer Products
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RAW-MATERIAL USED
There is various row material used in the Nirma Company that is different to the
entire product like.
Detergent
Spend Acid Hard Water Soda Ash Yellow Colour Aos Salt and other chemical
Bath Soap
Pam Oil RD Oil PK Oil D.F.A Glycerin
Detergent Cake
Palmate Salary Acid
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Silicate
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MANUFACTURING PROCESS
Nirma Salt
Nirma salt is manufactured the state of art production facility of the high capacity
machine vacuum drying process.
Salt is manufacturing under of fully automatic process first chemical process for
cleaning the water after words it has been vacuum drying process for where the
liquid converts into material form and it has been saudh Iodized Salt. At last it
helps of conveyer belt. It has been move to packing machine that is known as
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pack one machine its working capacity is 800 tons which produce 48 packets in a
one minute. The package of 2 Kg are been made to manually activity.
Company having automatic facility in both of this unit is in Bhavnagar and Baroda
etc.
Nirma Detergent Powder And Cake
FOR DETERGENT CAKE
Spend Acid Hard Water Soda Ash Yellow Color AOS Salt and other chemical
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FOR DETERGENT POWDER
Palmate Salary Acid Scilicet Blue
Manufacturing Process for detergent powder and cake:
FOR DETERGENT POWDER
Detergent is manufacture two different type of detergent powder that is super
Nirma washing powder and second is popular detergent washing powder.
The process of manufacturing is fully manual. First of spend Acid and hard water
color eddies been mixed in reaction bubbles form his generated and on it soda
ash, yellow color, salt and other chemical has been mixed and detergent powder
has been produce.
Dudh si safedi Nirma se aye, Rangin Kapda bhi khil khil Jaye Sub ki pasand Nirma
Washing powder Nirma This Jingle is used since last 35 years.
To produce the detergent cake following below mention row -material has beenused: -
Palmate Salary Acid Scilicet
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Manufacturing Process
Nirma Company is manufacturing different fragrant of soaps like Nirma rose,
sandal, pink and green etc.
Company is having high efficient machine imported from Italy, Some of the
material are also been import from Malaysia.
To manufacture the soap row-material like Pam oil, RD Oil and P.K. Oil and some
other chemicals proportion of Glycerin and D.F. A (Distai fatty Acid) is 76% and
other is 24%
Type of Bath Shop
- Rose- Sandal- Pink- Green- White
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ORGANIZATION CHART
Board of Director
Managing Director
Production Manager
Operator Workers
QUALITY CONTROL
Pushing ahead with grueling schedules, punishing deadlines and a raging desire to
be beyond competition roles sets the bar high, for quality standards
Each stage of production at NIRMA LIMITED reflects a profound presence of
excellence in quality.
To meet the most exacting requirements of the most demanding client, they have
an array of sophisticated technology to ensure quality measuring instruments are
used. The motive of the company is providing maximum satisfaction to their
consumers.
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QUALITY POLICY
Nirma is a customer focused committed to consistently affair better quality
products & services that maximize value to the customers.
This shall be achieved through continuously explanting & developing new product
& process.
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 bas is. Team work and active participation around.
Demonstrating belongings and exemplary behavior towards organization is goals
and objectives.
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PRODUCTION CAPACITY
The production capacity of the firm depends on the machine and the technology
the firm uses
Production capacity defers product to product as per target per annual
Soda ash - 400000 Vacuum Salt - 275000 Clear Salt - 900000 Pure Water- 22000
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Types of Machines
1 Nirma Salt
New Pacona Old Pacona Micro Pacona New Micro Pacona
2. Nirma Soap
Plodder r Wrapper Machine Stamping Machine
3. Nirma Washing Soap
Plodder Mixture Packing Machine
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MARKET SEGMENTATION
Market segmentation is sub dividing of the whole market in to different parts.
Each part demand schedule and represents a group of buyer with similar needs an
d features.
According to Stanton Market segmentation consists taking total of
heterogeneous market for a product and dividing it into several sub markets to be
reached with a distinct marketing mix.
The reason for segmenting the market that the market that the market for most
product is heterogeneous but not, homogeneous. People have different needs
and values there from a marketer can not desire maximum benefit from the
analysis of market as whole.
There are several bases for segmentation the market w hich are as follows:
Geographic Segmentation
Demographic Segmentation
Psychographic Segmentation
Behavioral Segmentation
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In NIRMA LIMITED company is doing segmentation on the basis of demographic
segmentation.
ADVERTISING
Advertising can be defined as. Paid communication of goods services or ideas by
and identified sponsor. It is paid communication because the advertiser has to
pay for the space in time in which his advertisement appears in recognized media
such as Newspaper, Radio, Hoardings, Television, Mail or Internet.
With the help of advertising company can create the brand image into the
market.
NIRMA LIMITED mostly advertises through
Newspapers magazines Television advertisement.
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SALES PROMOTION
Sales promotion is only short-term incentive to encourage purchase or sales of
product & services means related with promotion of sales consist of a wide verity
of promotional tools design to stimulate earlier & more customers.
And also most important of the promotion is the sale promotion is instruments
achieve good marketing results it is the process of and activity of increasing the
total sales of the firm.
To promote the product NIRMA LIMITED gives sales discount or offer during someinterval to the clients and special high commission to the intermediaries
achievement of the said prefixed target.
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COMPETITORS
Todays world is full of competitions. It is very difficult to survive in this
competitive world. To survive in this competitive world, the company should try
to satisfy the needs of its customers by providing goods and services at
reasonable cost. The company cannot compromise with its quality of goods.
As there is competition in the market it is very important for the company to
satisfy it s customers to the fullest and to live up to their expectations.
NIRMA LIMITED also has many competitions in the market. Competitors of the
company are as follows: -
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COMPETITOR FOR SOAP:
Lux, Hamam, Dove, Cinthol, Pears, Medimix, Many More.
COMPETITOR FOR SALT:
TATA Salt,
COMPETITOR FOR DETERGENT POWDER:
Ariel, Surf Excel, Tide, Wheel
COMPETITOR FOR DETERGENT SOAP:
Tide, Rin Supreme, Wheel
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MARKETING RESERCH
Marketing research is the systematic gathering recording and analyzing of data
about problems concerned with market place.
i.e.: Problems relating market price, promotion and distribution. Marketing
research is concerned with all those factors which have direct impact upon the
marketing of products and service it is the study of any part of total marketing
process.
In NIRMA LIMITED marketing research plays an important role. They do marketingresearch through market fours via customers and dealers.
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PRICING POLICY
Price is an important element in the marketing strategy. Right selling price is
essential for sound marketing. Right price can be determined through pricing
research and by adopting the test market technique. A price policy is the standinganswer to the firm to receiving problem of pricing. It also provides guidelines to
the marketing manager to enclose appropriate pricing decision.
Decision about pricing is very important task in every organization. The pricing of
the product is like Blood of the Body the organization has fixed policy of the
price.
For E.g. Total Cost + Packing Cost + Profit = Net Price
NIRMA LIMITED gives the plan for the manufacturing of the project to different
unit and accordingly collects. The manufacturing cost data from the entire unit.
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INTERNATIONAL MARKETING
International or world marketing follows some basic principles as do mestic
marketing. Marketing principles are common and are universally applicable. In
any market firm needs blending of 4Ps of marketing (i.e. Products, Price,Promotion and Distribution). Firm must have well, promotion and proper
distribution. Each market er must recognize the fact that the marketing
environment varies from nation to nation, that forms state to state and country
to other country.
NIRMA LIMITED consist international of the Middle East Asia i.e. China, Russia
and some of neighbor countries other then Asia it consist of African Countries.
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STRATEGIES RELATED TO PRODUCTION
There are so many strategies related production. Each company have different
strategies related it some company cannot give after sales service we can sale
they will not allow to their customer to change the product.
NIRMA LIMITED follows strategies which are as under.
Branding
Company should their brand name which is easy to remember to and it should
not illegal A company brands is famous with the name of Nirma The Nirma Ltd.
has rightly chosen its brand name as Nirma which is named on the name of
NIRUPAMA a daughter the chairman Dr. Krshanbhai Patel which is very easy to
remember and attractive.
After sales service
After selling a product the work does not over for on industry. They are also liable
to give their customer after sales service Nirma also gives this type of facility to
the customer, customer is not providing after sales service ion a product which is
small. But in case of any fault or if there is any complain received from the
customer then they all are given replacement at a same product.
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Packing
Packing is also an important as produced the thing only production is not enough
but they have to pack their product in attractive paper Nirma L td. Packing is done
as per requirement their customer. They also selling they product after packing in
retail or as per the requirement of customer packing process place vital role the
point of view the customer because same people purchase any product to get
prestige in a society.
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CHANNEL OF DISTRIBUTION
Distribution channel consists of sets of interdependent organization a product or
service from the point of production to the user at the point of consumption.
Hence it can be said that it is the distribution available in market for consumptionpurpose the route of channels of distribution includes the manufacture and
consumer as well as all intermediaries.
The channel of distribution of NIRMA LIMITED is as follows:
Manufacturer
Distributors
Wholesaler
Retailers
Customers
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FINANCIAL PLANNING
Finance is an important function of business the application of planning to the
function is financial planning. It involves the policies, determination of objectives
and procedure relating to the finance function. Fi nancial planning is on importantfunction of a business is big or small this function has to be performed. It is
necessary to do financial planning for an existing as well as new business.
A financial plan should be formulated in the light of present as w ell as future
development before raising finance it is essential to make estimates for long term
as well as short term financial needs.
* Long term financing is generally needed for fixed capital requirement * Short
term finance is generally needed for working capital requirement i.e. debtors etc.
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FUTURE PLAN
Nirma is adopting a consumer oriented strategy as for as the price factor is
concerned, where in the priority was on passing more and more benefits to
ultimate consumers. All the benefits accruing out of economies of scale werepassed to consumers in the form of value for money offers like Buy one get on
Free
The overall broad strategy of increasing the consumption was supported by
appropriate promotion and market support. The selection of media and
communication strategy was done with objectives of achieving the broad
objective growth by gr owing the market.