You are on page 1of 17

MUDRA LIMITED A Project On The Mudra Detergent cake

By: Limbachiya jigar(41) Makwana Sandip(44) Darji nilam (16)

Prajapati nilesh(74)

MUDRA DETERGENT

Mudra limited established on 10th of October 2010. It was starting working from the ahmedabad by the director Dr.jigar limbachiya. In such a very short period of time its giving tough competition to nirma and wheel in the market place. we having main 14 branches across to Gujarat 50 branches in other states. Main branches in ahmedabad, surat, banglore, navasari, gandhinagr.

Our companys main aim to providing good and low price detergent to the public or society. We are looking for the strong brand and products in the market and in the eyes of the customer. We are one of the very fast developing and profit making company. We are giving tough competition to the Nirma and wheel in the detergent sector.

Main five aspect on which our company works: 1. Associate our brand with key customer profile 2. we keep that in mind to whom we targeting 3. Differentiate our brand with others 4. keep focused on our Brand 5.we are often repeating our Message

Brand awareness: We are creating a good image in the mind of customers, and through the mudra name customer easily able to recall and recognising our brand in the market.

Branding elements 1. Name: through the brand name mudra people easily recognise our brand. 2. Logo: Our companys logo is puttingmin circle. 3. Tagline: SAFEDI KA VADA 4. Colour: BLUE 5. Smell : our detergent in 5 smell. 6. Design: in different color and shapes MUDRA detergent also concentrate on some branding factors like:  The growth of mass production and consumption  Improved transportation and communication  Advances in packaging  Increase literacy and growth of advertisement  Mudra going to start new retail outlet in india.  Improve standard of living Brand identity: Mudra promises to provide feature, benefits and services consistently to the customers.

Brand building: Mudra involve in all that activities which are necessary to nurture a brand into a helthy cash flow stream after launch.

BRAND BUILDUNG BY MUDRA DETERGENT:  Though making stable and long term demand for the detergent though using differentiate and low price strategy its creating good effect.  Mudra limited always try to add value for customer through low price and good schemes.  Mudra develop a sound basis for future growth and expansion.  Mudra also create a reputation as an company or brand that people will want to develop relationship with. Brand comprises of:  Tangible attributes  Intangible attributes

Tangible : Product, location, layout, equipments, plant, humans, machines, Infrastructure, packaging, labeling, functional benefits, all these are the tangible attributes. Intangible: Quality, emotional benefits, culture, value, image all these are the intangible attributes of any brand or product.

Brand equity When a commodity becomes a brand, it is said to have equity.

What is brand equity for Mudra Mudra provides customer more than their perceived value in term of low price, good quality, and services. What happens when brands have high equity?     The company can have more leverage with the trade The company can charge a premium on their product The company can have more brand extensions The company can have some defense against price competition

A brand name should indicate       Product benefits Product quality Names easy to remember, recognise, pronounce Product category Distinctiveness Should not indicate poor meanings in other markets or languages

Managing competition by Mudra limited

 Mudra gives tough competition to their competitors in the market.  Mudra adapt low price and differentiate strategy to give strong fight to their new entrant.  Mudra also creat good equity in the eye of consumer.  Mudra main competitors are nirma, wheel, and sirf excel to whom it gives good competition.  Mudra also create value and image in the eye of the customer.  Mudra limited also known for its quality, packaging, flavour and smell.

Brand equity resonance model:

Manufacturing, assembly and development site

 In ahmedabad near sanand 800 square foot plant where the construction of the mudra detergent undertaking.  Detergent is made by combining tallow(hard animal fat) or vegetable oil or fish oil with an alkaline soulution.The two most alkalis in use are caustic soda and caustic potash. Detergent can be distinguished from non soapy detergent (NSDs) by their composition where NSDs are largely made from petroleum by products. Detergent and NSDs can be formulated as powders, flakes.  In general, the more evolved the market, the more species of detergent products will be found in a consumer household. Hence, in developed countries special detergent or NSDs may be used for washing coloured clothes,white clothes, delicate clothes, dishes, hands,windows,floors,toilets,kitchen surface,carpets,for bathing, showering, shampooing of people. In emerging market one or two types of soap may serve all of these purposes.  In 2011, mudra had a 15% share in the detergent segment and more than 30% share in the detergent market. Aided by growth in volumes and commissioning of backward integration projects, mudra's turnover for the year ended March 2011 increased by 17% over the previous fiscal, to Rs. 12.17 bn.  Because of divers agro-climatic conditions in India, there is a large raw materials base suitable for food processing industries. India is a large producer of livestock, milk, sugarcane, coconuts, spices and is the second largest producers of rice, wheat and fruits & vegetables. India also produces caustic soda and soda ash, which are required for the production of soap and detergents. The availabilities of these raw materials gives India the location advantages.

Locations: 1. Ahmedabad 2. Gandhinagar 3. Baroda 4. Rajkot 5. Amreli 6. Jamnagar 7. surat 8. Bhavnagar 9. Mahesana 10. Himmatnagar

These are the main ten location where our company concentrating more for the selling of our product in that city. We are very much success in it. People are loyal about our companys detergent.

Product positioning:

Mudra try to create its image in the society as a low price qualitative detergent. It is targeting the middle class and lower class people. It is targeting the rural areas of the city. As per company one research company came to know that its sells is twice in the rural areas of the city with compare to the urban areas.

Mudra detergents main competitors: 1. Nirma limited 2. wheel 3. tide 4. Surf excel 5. Rin Local competitors: 1. suraj detergent 2. susma sabun

Key product features: 1. 2. 3. 4. 5. 6. 7. 8. 9. Low price Good smell Attracting packaging Many flavours In 3 different colours 4 plus 1 scheme Quality Easily availability Profitable for retailers

Key benefits: 1) people need to pay less campare to other companys detergent. 2)easily washable for the clothes 3) its not harm to health 4)you also able to wash the bartan through it so 2 in 1.

VISSION MISSION

Mudra is a customer-focused company committed to consistently offer better quality products and services that maximize value to the customer. This customer-centric philosophy has been well emphasized at Mudra Throgh: y y y y y y y Continuously exploring &developing new products&processes. 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 basis. Teamwork and active participation all around. Demonstrating belongingness and exemplary behaviour towards organization, its goals and objectives.

Findings
 mudra detergent cakes are doing well in Ahmedabad city but it is not at the first place. mudra detergent cakes come at the second place after while at the first place.  I have included 5 companies producing detergent cakes, out of 5 companies, mudra ranks 2nd while the while having 1st rank.  For mudra , super yellow powder and pink detergent cakes are most in deamand.  In area like gurukul, ranip, Ghatlodiya, Nirnaynagar,shastri nagar mudras sales is decreasing in slow flow.  HUL is the main competitor of mudra in detergent segment.  Mudra provide less margin in detergent than HUL. Mudra also not provide any scheme to the retailer and to custumer also.  Distribution network of mudra is very strong.  The price of the detergent of mudra is very high with compare to the competitors price of their brands.  Mudra has a very strong brand name in the market. Many of the retailers mentioned that mudra is sold on its brand name only. I also found that customers are more oriented towards brand and price.  Mudra also not changes in their packaging of detergent campare to the other brands changes in colour, flavour, fragnance.  The advertisement is not enough of mudras detergent segment.

SWOT ANALYSIS

STENGTHS: y Mudra has strong brand equity of Rs.17 billion umbrella brand offering consumers a brand portfolio of product at multiple price points in the Detergents, soaps, and personal care market. y Mudra Limited produces a large of industrial comical products which primarily serve as raw materials or intermediates for soap and detergents business. y Mudra is now the 5th no. company in soda ash production in India. y Mudra is having a successful network and distribution which makes mudra the strongest brand in detergents and 2nd number in the detergents. y Mudra is accompanying which has proved an example of the consumer satisfaction and is successful in reaching the minds and the hearts of the consumers, which ultimately has improved the sales volumes on a regular basis.

WEAKNESS: y Less presence in premium segment. y Lack of comparative less global tie-ups and lower exports. y Lack in style of packaging and not provide any scheme. OPPORTUNITIES: y Mudra has the opportunities to expand the export possibilities. y Acquisition for strengthening its distribution tie-ups. y Mudra can enter or re-enter other categories like talcum powder, shampoo, toothpaste, fabric whiteners, etc. and persist with required sales and promotional activities until the product penetration.

y Mudra can also produce new brands in detergent cake like pink detergent, white powder and bartan-bar. THREATS: y Emergence of small but strong regional players. y New products and new flavours detergents launching by HUL like wheel. y Many domestic and international companies coming to India in detergent segment.

You might also like