Mudra Limited

8/2/2019 Mudra Limited

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MUDRA LIMITED

A

Project

On

The

Mudra

Detergent cake

By:

Limbachiya jigar(41)

Makwana Sandip(44)

Darji nilam (16)

Prajapati nilesh(74)


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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


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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 consumptionImproved transportation and communicationAdvances in packagingIncrease literacy and growth of advertisementMudra 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.


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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 detergentthough using differentiate and low price strategy its creating good

effect.

Mudra limited always try to add value for customer through lowprice 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 attributesIntangible 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.


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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 tradeThe company can charge a premium on their productThe company can have more brand extensionsThe company can have some defense against price competition

A brand name should indicate

Product benefitsProduct qualityNames easy to remember, recognise, pronounceProduct categoryDistinctivenessShould not indicate poor meanings in other markets or languages


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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 itgives 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.


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Brand equity resonance model:


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Manufacturing, assembly and development site

In ahmedabad near sanand 800 square foot plant where theconstruction of the mudra detergent undertaking.

Detergent is made by combining tallow(hard animal fat) orvegetable 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 morethan 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 largeraw 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.


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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.


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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.Low price2.Good smell3.Attracting packaging4.Many flavours5.In 3 different colours6.4 plus 1 scheme7.Quality8.Easily availability9.Profitable for retailers


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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 Continuously exploring &developing new products&processes.y Laying emphasis on cost effectiveness.y Maintaining effective quality management system.y

Complying with safety, environment and social obligations.y Imparting training to all involved on a continuous basis.y Teamwork and active participation all around.y Demonstrating belongingness and exemplary behaviour towards

organization, its goals and objectives.


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Findings

mudra detergent cakes are doing well in Ahmedabad city but it isnot 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 5companies, mudra ranks 2

ndwhile the while having 1

strank.

For mudra , super yellow powder and pink detergent cakes are mostin deamand.

In area like gurukul, ranip, Ghatlodiya, Nirnaynagar,shastri nagarmudras 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 theretailers 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 tothe other brands changes in colour, flavour, fragnance.

The advertisement is not enough of mudras detergent segment.


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SWOT ANALYSIS

STENGTHS:

y Mudra has strong brand equity of Rs.17 billion umbrella brandoffering 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 productswhich 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 theconsumer 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.


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y Mudra can also produce new brands in detergent cake like pinkdetergent, 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 indetergent segment.


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Documents

Mudra Limited