Nirma Ltd SWOT Analysis, USP & Competitors

Posted in FMCG, Total Reads: 4275
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SWOT Analysis of Nirma Ltd with USP, Competition, STP (Segmentation, Targeting, Positioning) - Marketing Analysis

Nirma Ltd

Parent Company

Nirma Ltd

Category

Consumer Products

Sector

FMCG

Tagline/ Slogan

Better Products, Better Value, Better Living

USP

Excellent distribution network across India tapping over 300 million consumers

STP

Segment

Products and services for daily needs

Target Group

Every Indian household especially the middle class

Positioning

Value for money products for a better living

Product Portfolio

Brands

1. Nirma Washing Powder             2. Nirma Bartan Bar

3. Nima Soap                                   4. Nirma Beauty Soap

SWOT Analysis

Strengths

1. Nirma has distribution at over 1 million retailers and approx 300 million consumers
2. Over 14000 employees work with Nirma
3. It has always practiced ‘value-for-money’ strategy targeting the huge Indian middle class market
4. Nirma purchased Searles Valley Minerals Inc., thus making it among the top Soda Ash manufacturer globally
5. Nirma has manufacturing facilities at 6 places in India
6. It has undertaken backward integration into manufacture of Industrial Products like Soda Ash, Fatty Acid, Glycerine, Sulphuric Acid etc

Weaknesses

1. Market share is limited due to presence of other strong FMCG brands
2. Nirma has limited international presence as compared to other leading FMCG companies

Opportunities

1. Tap rural markets and increase penetration in urban areas
2.Mergers and acquisitions to strengthen the brand
3.Increasing purchasing power of people thereby increasing demand

Threats

1. Intense and increasing competition amongst other FMCG companies
2.FDI in retail thereby allowing international brands
3. Competition from unbranded and local products

Competition

Competitors

1. Marico

2. L'Oréal

3. ITC Limited

4. HUL

5. Colgate-Palmolive

6. Procter and Gamble

7. Dabur India



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