Nirma Washing Powder SWOT Analysis, Competitors & USP

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SWOT Analysis of Nirma Washing Powder with USP, Competition, STP (Segmentation, Targeting, Positioning) - Marketing Analysis

Nirma Washing Powder

Parent Company

Nirma Ltd


Home Care brands- detergents



Tagline/ Slogan

‘Sabki Pasand Nirma, Washing Powder Nirma’


Product with low price without compromising on quality

Nirma Washing Powder STP


Economy Segment

Target Group

All Indian households and laundry stores


Quality at very affordable price

Nirma Washing Powder SWOT Analysis


Below is the Strengths, Weaknesses, Opportunities & Threats (SWOT) Analysis of Nirma Washing Powder :

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 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 image


1. Export to developing /neighboring countries
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 segment washing powders

Nirma Washing Powder Competition


Below are the 4 main Nirma Washing Powder competitors :

2.Surf Excel
4.Active Wheel

The brandguide table above concludes the Nirma Washing Powder SWOT analysis along with its marketing and brand parameters. Similar analysis has also been done for the competitors of the company belonging to the same category, sector or industry.


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