||| corporate strategy |||
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------ ¤ INTRODUCTION ¤
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NIRMA is a soap & detergent major, based in India. When they had entered into the market, HLL was the most dominant player. But, soon Nirma pushed HLL to the second rank after claiming the most of the market share in some segments.
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------- ¤ THE LAUNCHING OF NIRMA ¤
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In the early 1970s, when Nirma washing powder was introduced in the low-income market, Hindustan Lever Limited (HLL)1 reacted in a way typical of many multinational companies. Senior executives were dismissive of the new product: "That is not our market", "We need not be concerned." But very soon, Nirma's success in the detergents market convinced HLL that it really needed to take a closer look at the low-income market. Starting as a one-product one-man outfit in 1969, Nirma became a Rs...
)
------ ¤ INTRODUCTION ¤
)
NIRMA is a soap & detergent major, based in India. When they had entered into the market, HLL was the most dominant player. But, soon Nirma pushed HLL to the second rank after claiming the most of the market share in some segments.
)
------- ¤ THE LAUNCHING OF NIRMA ¤
)
In the early 1970s, when Nirma washing powder was introduced in the low-income market, Hindustan Lever Limited (HLL)1 reacted in a way typical of many multinational companies. Senior executives were dismissive of the new product: "That is not our market", "We need not be concerned." But very soon, Nirma's success in the detergents market convinced HLL that it really needed to take a closer look at the low-income market. Starting as a one-product one-man outfit in 1969, Nirma became a Rs...
