marico final

8/7/2019 Marico final

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Be more every day


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Backgroundo Bombay Oil Industries Ltd.(BOIL) specialized in coconut

oil extraction, vegetable oil refinery and chemical

manufacturing.

o BOIL separated its marketing division under the name

Marico.

o In October, 1988 Marico was incorporated under the nameMarico Foods Ltd.

o Which was later renamed as Marico Industries Ltd.


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Marico Todayo Year 2009-2010

o Turnover Rs. 2661cr

o Net Profit Rs. 232cr

o 1 out of every 4 Indians is a Marico consumer.

o Marico distribution network covers over 33lac retail outlets

o In short Marico is a leading Indian group in consumer

products and services in the global beauty and wellness

space.


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Harsh C. Mariwala:Chairman & Managing Director (Promoter)

o He has transformed a traditional commodity driven business into a leading

Consumer Products & Services Company, in the Beauty and Wellness

space.o UnderHarsh's leadership, Marico has achieved several other recognitions

such as the Best in Class Award(second highest) for the Large

manufacturing category by the Asia Pacific Quality Organization.

o Also Talent Management Award at the CNBC TV18 India Business LeaderAwards 2009.

o And NDTVProfit Business Leadership Award 2009 for Best Business

Leadership in the FMCG (Personal Hygiene) category.


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LeadershipUnit Scope

Leader Designation

ConsumerProductsBusiness

FMCG business in India,including all embedded

functions

Saugata Gupta Chief Executive Officer-Consumer Products

InternationalBusiness

FMCG business overseasincluding all embedded

functions and Sundari

Vijay Subramaniam Chief Executive Officer-International Business

Kaya Business Kaya and Wellnessbusinesses including all

embedded functions

Ajay Pahwa CEO, Kaya Ltd

Technology Research and

Development, CQA &six Sigma for all SBUs

and Fus

Dr. Vilas R Shirhatti Chief-Technology

Finance,HR & Strategy

Strategy, Finance &Investor Relations for

the Marico GroupHuman Resources for all

SBUs and FUs.

Milind Sarwate Chief - Finance,HR & Strategy


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MARICO BRAND PORTFOLIO

Hair Care

Category

Hair Oil

Category

Edible Oil

Category

Other

Products

Parachute Hair &

Care

Shanti

Amla

After

Shower

Silk &

Shine

Mediker

Saffola

Oil

Sweekar

Oil

Revive

Instant

StarchSil Jam

Thera

pies


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MARICO PRODUCT

PORTFOLIO

Parachute Hair &

Care

Silk &

ShineSaffola Sweekar Mediker Nihar Revive

Parachute Regular

/Standard

Parachute Advanced

Parachute Jasmine

Parachute after

Shower

Parachute Therapie

Saffola Gold

Saffola Tasty

Blend

Saffola Kardi

Saffola Salt

Shanti Amla Hair Oil


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PRODUCT MIXBRANDS TARGETED CUSTOMER'S

PARACHUTE PrimaryTarget Women Of All Age's

PARACHUTE ADVANCED Young Girls (College & School Going)

HAIR & CARE Appealing To Both Men & Women of All Age's

SHANTI AMLA Customer Looking forValue for Money (H.OIL+

Badam)

SILK & SHINE PrimaryTarget Female Of age 18 34

MEDIKER Young Children Age Group 3-13 (Lice Problem)

SWEEKAR PrimaryTargetHousewives

SAFFOLA All Health Conscious People(Heart Patient's)

REVIVE Housewives of Urban Area (Higher & Middle

Class).


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Domestic

BusinessBr nds

Category Marketshare

range%

Rank

Parachute, Oil OfMalabar, Nihar

Coconut Oil 55-57 1

Hair Oil (Hair &

Care, ParachuteJasmine, Hair Oils22ParachuteAdvansed, ShantiBadam Amla,

Nihar)

Hair Oils 14-17 2

Saffola Refined Saffloweroil

16-18 2

Mediker Anti-lice Treatment 100 1

Revive Instant fabric

starch

100 1

Maricos Market Shares in Various Product Categories


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BRAND EXTENSIONS

o Took first brand extension exercise in 1997 bylaunching three sub-brandso Parachute lite Non sticky hair oil segment

o Parachute nutri sheen Liquid

o Parachute nutri sheen Hair cream

o In 1998 launched a new variant in edible oil segment Saffola kardi-corn blend

o Added Saffola salt in its product line


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CONTD..

o In fabric segment launched Revive Colorfix acolour manager which prevented colour runningfrom cloths

o Other brand extension for the brand Revive wasRevive Spray Starch

o In 1999 launched a wheat flour product named asSaffolaHealthyHeart Atta


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Major Competitorso Hindustan Unilever Ltd.

o Nihar and Coco care were major competitors forMarico's parachute.

o Procter & Gamble Hygiene & Healthcare Ltd.

o Dabur India Ltd.

o ITC

o Jyothy Laboratories Ltd.

o Godrej Consumer Products Ltd.


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Strength

Understanding of Indianconsumer behavior in the

hair oil segment

Weakness

Not strong within theshampoo segment

pportunitiesarge omestic arket

ntry into beauty andhealthcare market

Untapped rural market

ThreatsIntense competition from

global brands ininternational market

SW T


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Prepared By-

AashishHande 02

Atul Raut 12

Chetan Sapariya 17DarshanaTendulkar 18

Deven Prajapati 19

Dhaval Ved - 20

Dinshah Anklesvaria 22

Imran Pettiwala 32

Kunal Yadav 42

Mohd. Irfan Rizvi 52

marico final

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