1. Submitted by Advait Bhobe (12020841116) Amit Kumar (12020841123) Marico Limited

2. INTRODUCTION The company was founded in 1857 By Kanji Morarji and is headquartered in Mumbai ,India. Marico Limited, together with its various consumer goods and services in India, the Middle East, Asian countries, Egypt, and the United States. The company provides coconut oils, edible oils, hair oils and other hair care products, fabric care products, processed foods, soaps, and baby care products, as well as skin care and ayurvedic products. 3. VISSION & MISSION Consumers: For they are the reason we exist Membership: For a sense of ownership empowers us. Excellence: For it unleashes our potential Wealth: For on it hinges our growth Innovation: For it gives wings to ideas MISSION 2020 The Marico Innovation Foundations mission is to provide the nation with first: a belief that Innovation is possible and is the way to leapfrog India into the center stage of global business leadership, and second: a framework to leverage innovation for quantum growth. 4. Elements of Brand Architecture Brand Portfolio Portfolio Roles Brand market context roles Brand portfolio structure Portfolio Graphics 5. What is Brand Architecture? Brand Architecture is the vehicle by which the brand team functions as a unit to create synergy, clarity and leverage. The Brand Architecture for a firm tells marketers which brand names, logos, symbols, & so forth to apply which new & existing products. Brand Architecture defines both brand boundaries & brand complexity. 6. Elements of Brand Architecture 7. Parachute Oil Saffola Sweekar AfterShower Silk&Shine Mediker Hair&Care ShantiAmla ZATAK SETWET REVIVE Hair Care Hair Oil Other Products 8. PRODUCT-MIX BRANDS TARGETED CUSTOMER'S PARACHUTE Primary Target Women Of All Age's PARACHUTE ADVANCED Young Girls (College & School Going) HAIR & CARE Appealing To Both Men & Women of All Age's Primary User the Young Age Group SHANTI AMLA Customer Looking for Value for Money (H.OIL+Badam) SILK & SHINE Primary Target Female Of age 18 34 AFTER SHOWER Primary Target Young Males 18 34 MEDIKER Young Children Age Group 3-13 (Due to Lice Problem) SWEEKAR Primary Target Housewives (Due to Economic+Healthy Life for Family) SAFFOLA All Health Conscious Consumers (Specially for Heart Patient's) REVIVE Housewives of Urban Area (Higher & Middle Class). 9. Brand Portfolio Relationships within a brand portfolio Single brand across organization- It is a situation were the organization deal with a single brand for a long period of time in an organization Endorsed brands Endorsed brands are : example, Nestle,KitKat, Cadbury Dairy Milk, Sony PlayStation or Polo by Ralph Lauren. These brands include a parent brand - which may be acorporate brand, an umbrella brand, or a family brand- as an endorsement to a sub-brand or an individual, product brand. The endorsement should add credibility to the endorsed sub- brand in the eyes of consumers 10. House of brands - A house of brands refers to a branding strategy in which a parent company is home to multiple distinct brands. In a house of brands, the individual brands are more widely recognized than the overarching brand. A house of brands helps consumers to recognize the name of the company, & the various sub-brand. Each individual brand has its own unique identity, while the brand identity of the parent company is virtually invisible to the consumer. A house of brands can be contrasted with the Branded House, in which the company itself is the dominant brand, with individual products or services taking a secondary role 11. MARICO BRAND PORTFOLIO HAIR OIL CATEGORY PARACHU TE HAIR & CARE SHANTI AMLA HAIR CARE CATEGOR Y SILK & SHINE MEDIKER EDIBLE OIL CATEGORY SAFFOL A SWEEKA R OIL OTHER PRODUCTS REVIV E SET WET ZATA KAFTER SHOWER 12. Portfolio Graphics Logo Logo is the identity of the Brand. The customers identify the product on the basis of the logos of the brand. Visual presentations The second most important point of the portfolio graphic is visual presentation. The customers gets attracted towards the product on the basis of the packaging of the production & on the basis of this the product is sold in the market. 13. Characteristics of the ideal brand portfolio Fits the companys future vision and destination Prioritizes markets and key segments Efficiently covers those priority segments Ruthlessly prunes out those that do not fit Fills gaps through new or extended brands and acquisitions. 14. Major mistakes in portfolio management Too many brands in too many segments: there may be too many brands in relation to consumer needs, retailer space and company ability to promote Duplication and overlap Gaps in priority market segments Inefficiencies in operations and the supply chain Diffused and therefore ineffective resource allocation. 15. Why managing a brand portfolio is Important Resource Growth Efficiency Leverage Clarity 16. Why managing a brand portfolio is Important Resources Resources can be utilize optimally We can come to know that how much resource can be needed to produce one product Growth Clear prioritization of future focus by major market Prioritization by brand and product Concentration of spend on priority market, brands and products Operational cost savings through simplified business Disposal of brands which dont fit Gap filling by product development and acquisition 17. Efficiency Helps to know the efficiency of the organization to produce number of products in a given period Clarity It helps the customer, the clarity as in which brand to purchase Leverage Leverage is commonly used in a metaphorical sense. For example, as a frequently used business or marketing term, leverage is any strategic or tactical advantage, and as a verb, means to exploit such an advantage, just as the use of a physical lever gives one an advantage in the physical sense. 18. Examples of portfolio analysis BCG Matrix Analyzing Brand Marico Star Parashute, Saffola, Revive Question mark Hair & Care Cash Cow Zatak, Livon, Set Wet, Dog Mediker, Manjal 19. Examples of portfolio analysis Quantified Portfolio Analysis 20. BUSINESS LEVEL STRATEGIES Early entry in business Accurate demand forecasting High capacity utilization Focus on emerging markets of Asia & Africa Operates in Geographic hubs leading to supply chain and media synergies Price based compition is so serve that cost becomes an important factor. Company make product for skin is Kaya Skin Care these is so nuch differentiation to other. Night cream is PARASHUTE NIGHT REPAIR CREME 21. STRATEGIES CORPORATE LEVEL STRATEGIES Emphasis on providing value goods to consumers, Joint venture and acquisition with players like Hll, adani & sundari. Sustained expansion in capacity to meet the growing demand of Edible oil in India. Diversify geographic footprint, and enhance scale and reach of operations. 22. FUNCTIONAL LEVEL STRATEGIES Widespread distribution network. Strategy of PARASHUTE product on popular and premium range products. 23. Suggestion Marico is the leading industry in FMCG sector in edible oil,beauty n health care segment in India but can also target other segments. Pay attention towards R & D. Adopt the expansion strategy. Increase the Export. Increase the brand image Shanti Amla & Nihar Promotion Policy 24. Conclusion Company Marico has strong and long term association with the retailer's in rural area's . Parachute is the most satisfied Brand/product, followed by Saffola, Silk & Shine Hair & Care, and Sweekar Edible Oil & after Shower Gel. 25. THANK YOU !