Description
SWOT ANALYSIS OF NIRMA WASHING POWDER
Nirma Washing Powder
Parent Company
Nirma Ltd
Category
Home Care brands- detergents
Sector
FMCG
Tagline/ Slogan
‘Sabki Pasand Nirma, Washing Powder Nirma’
USP
Product with low price without compromising on quality
STP
Segment
Economy Segment
Target Group
All Indian households and laundry stores
Positioning
Quality at very affordable price
SWOT Analysis
1. Strong brand equity developed over the years 2. Wide distribution network 3. Market leadership in detergent market (mid priced segment) 4. Highly successful initial advertising campaign 5. In 2004, Nirma's detergent approached 800,000 tonnes – one of Strength the largest volumes sold in the world – under a single brand 'NIRMA'.
1. Limited export market as compared to international brands 2. Unable to completely penetrate in premium segment because of Weakness image
1. Export to developing /neighboring countries Opportunity 2. Increase market share in premium segment by launching variants
1. Guerilla attack from local and independent producers 2. Broad attack from HUL and P&G 3. Growing income levels of India can cause shift to premium Threats segment washing powders
Competition
1.Ariel 2.Surf Excel 3.Tide Competitors 4.Wheel
doc_290782558.docx
SWOT ANALYSIS OF NIRMA WASHING POWDER
Nirma Washing Powder
Parent Company
Nirma Ltd
Category
Home Care brands- detergents
Sector
FMCG
Tagline/ Slogan
‘Sabki Pasand Nirma, Washing Powder Nirma’
USP
Product with low price without compromising on quality
STP
Segment
Economy Segment
Target Group
All Indian households and laundry stores
Positioning
Quality at very affordable price
SWOT Analysis
1. Strong brand equity developed over the years 2. Wide distribution network 3. Market leadership in detergent market (mid priced segment) 4. Highly successful initial advertising campaign 5. In 2004, Nirma's detergent approached 800,000 tonnes – one of Strength the largest volumes sold in the world – under a single brand 'NIRMA'.
1. Limited export market as compared to international brands 2. Unable to completely penetrate in premium segment because of Weakness image
1. Export to developing /neighboring countries Opportunity 2. Increase market share in premium segment by launching variants
1. Guerilla attack from local and independent producers 2. Broad attack from HUL and P&G 3. Growing income levels of India can cause shift to premium Threats segment washing powders
Competition
1.Ariel 2.Surf Excel 3.Tide Competitors 4.Wheel
doc_290782558.docx