1

MARKETING

ASSIGNMENT REVIEW OF STP AND MARKETING MIX

OF

MARICO’S

HAIR CARE PRODUCTS

SUBMITED BY-

SHITANSH NIGAM

2

TABLE OF CONTENTS

S.No. TOPIC PAGE

NO.

1

Introduction

About the Company

About the Industry

4-5 4

5

2

STP

Segmenting in Industry

Segmenting by Marico

Targeting by Marico

Positioning by Marico

6-9

6 6

7-8

9

3

Product Mix (4Ps)

Product

Price

Place

Promotion

10-24

10-18

19-20 21-22

23-24

4

Conclusion

25

5

References

26

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INTRODUCTION

a) ABOUT THE COMPANY

Marico is India’s leading FMCG company founded by Harsh Mariwala in 1990 earlier it

was known as Bombay Oil Industry, it is based in Mumbai. It is also currently present in

25 countries across emerging markets of Asia and Africa like Bangladesh, Malaysia,

Vietnam and some parts of Middle East, South Africa and Egypt. It has India’s famous

brands in its kitty like Parachute, Saffola, Hair&Care, Nihar, Mediker, Revive, Manjal,

Kaya Skin Clinic, Livon, Set Wet, Zatak, Fiancee, HairCode, Eclipse, Xmen, Hercules,

Caivil, Code 78 and Black Chic. Parachute, Saffola and Mediker are the flagship brands

of Marico which is an edible grade hair coconut oil, blended refined edible oil and anti

lice shampoo respectively. Marico manufactures and markets its coconut based hair oils

under its popular brand – Parachute Advanced and a series of extensions thereof. Marico

is now also in skin care division now with the name Kaya Skin Clinic which have

certified skin practitioners and is US FDA approved.

In the Indian market Marico's key strength is its extensive distribution network that

reaches out to about 1.7 million retail outlets spread across the country. The distribution

network comprises of 5 regional offices, 30 company depots and 6 consignment sales

agents that supply to 850 distributors in the urban areas and 11 super distributors in the

rural areas. The super distributors’ service more than 2600 stockists, that is the reason

why in India it has a very good name among the people and 1 out of 3 Indians use

Marico’s products. Marico started its operations in Middle East when the Indian

expatriates were smuggling Parachute oil with them for their daily use when the export of

oil was restricted prior to 1991 economic liberalisation. Marico decide to sell its products

in Middle East after the economic liberalisation but there the people didn’t liked the

smell of coconut and needed a product to counteracted the high level of chlorination in

their water, so it reformulated its product and then the market share of Marico in Middle

East grew from 2 per cent in 2002 to 20% in 2008, this is a perfect example of

glocalization.

These days there is an intense and increasing competition among other FMCG

companies, the major competitors of Marico are ITC, P&G, L’Oreal, HUL, Colgate

Pamolive, Dabur but still Marico has reported 3 per cent rise in consolidated net profit

at Rs. 185.27 crore for the quarter ended June 30, 2014. Total profit of the company in

the financial year 2013-2014 was 57 billion. Marico is also listed in Bangladesh stock

exchange. In Marico the promoters are the majority stake holders of the company with

66.66 per cent share with them.

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b) ABOUT THE INDUSTRY

Hair Care industry is booming day by day as these days there is mass campaigning by

companies to increase their brand name and awareness among the people, the people now

know about the pros and cons of using different products, the disposable income of the

people has increased so they are spending much more on FMCG products and the people

are now more concerned about their looks/ image in society, all these factors have proved

beneficial for the hair care industry and it is now booming at a tremendous rate.

The rate at which it is booming can be estimated by the fact that the companies like Bajaj

and Godrej are also coming in this market and are extensively investing in it, they are

acquiring stakes in established hair care brands. India companies are also acquiring

foreign hair care companies like Marico acquired Egypt’s hair care brand ‘Fiancee’ for

an undisclosed amount. Dabur bought US hair care company for $100 million. It can also

be noted that Italian hairstylist Rossano Ferretti, opened a spa in The Ritz Carlton Hotel

in Bangalore, this was his third hair spa in India after The Oberoi, Gurgaon and the Four

Sea sons, Mumbai, Ferretti client list includes Angelina Jolie, Salma Hayek and the

late Princess Diana, and he is considered the most expensive hair stylist in the world,

charging $1,000 (roughly Rs 60,000) for a cut, when Ferretti visited India for the opening

of hid third spa he was already booked by 3 India people for a cut before his visit, so

from here we can see that how this industry is a very good pick and is booming so well in

a developing nation like India also.

In this industry at this point of time HUL is the leader with 17% market share in the

world as it has a well established presence, wide distribution network and its USP is that

it has a wide portfolio of brands at every price point which helps it to cater to all socio

economic groups. It has brands like Clinic Plus which is easily affordable by lower

income level group people and it also has brands like Sunsilk, Dove, Clear which is liked

and affordable by middle class and so the upper class group of people as well. In India

Marico dominates the market and enjoys 25-30% share in Indian hair care market and

50% share in hair oil market.

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PART 1- STP

a) SEGMENTING IN THIS INDUSTRY

Segmenting is dividing the market into smaller groups with distinct needs, characteristics, or

behaviour that might require separate marketing strategies or mixes. There are many

different reasons for a business to segment their market. In its simplest form, the needs of

individual customers differ, so it makes sense that a business creates separate offers for

each segment of the market. This gives customers a better solution (whether its a product or

a service), and helps raise profitability in the entire business. Market segmentation is also a

very effective means of discovering how to reach your customers. When you look at a

broad market, there are a variety of ways you can use marketing to reach them, but its also

very difficult to measure the impact of a scattergun approach. If you break down the large

market into smaller groups, specific sets of customers – you can target the exact strategies

needed to reach each group of customers. This can give you a competitive edge, as you are

focused on customer needs, while allowing you to stay on top of the latest trends and

opportunities in the market. The basis of segmenting used by the companies in the hair care

industry is on the income earned by the customers and the needs of the customers.

Almost each and every company in this segment has different products for different income

groups, different needs, demography and psychometric segmentation like HUL is having its

signature CLINIC PLUS brand for lower and lower-mid level income groups, SUNSILK for

its upper mid-level income groups and upper class groups, TRESemme and TONI&GUY to

get salon like hair care at home and CLEAR as an anti-dandruff shampoo. Similarly, LOreal

Paris operates in the upper tier of the mid market and its other brand Garnier is a mass brand.

b) SEGMENTING DONE BY MARICO

MARICO has segmented its hair care brands on the bases of the income groups, the needs of

various different customers, age and demography of different consumers.

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c) TARGETING PATTERN BY MARICO

After segmenting the market based on the different groups and classes, you will need to

choose your targets. No one strategy will suit all consumer groups, so being able to develop

specific strategies for your target markets is very important.

There are three general strategies for selecting your target markets:

Undifferentiated Targeting: This approach views the market as one group with no

individual segments, therefore using a single marketing strategy. This strategy may be

useful for a business or product with little competition where you may not need to tailor

strategies for different preferences.

Concentrated Targeting: This approach focuses on selecting a particular market niche on

which marketing efforts are targeted. Your firm is focusing on a single segment so you can

concentrate on understanding the needs and wants of that particular market intimately.

Small firms often benefit from this strategy as focusing on one segment enables them to

compete effectively against larger firms.

Multi-Segment Targeting: This approach is used if you need to focus on two or more well

defined market segments and want to develop different strategies for them. Multi segment

targeting offers many benefits but can be costly as it involves greater input from

management, increased market research and increased promotional strategies.

Marico has done the targeting of its different brands in the following ways-

PARACHUTE – Women of all ages.

PARACHUTE ADVANCED- Women of all ages and professional women who do

not need sticky hairs.

NIHAR NATURALS- Customers looking for value for money.

HAIR AND CARE- Young girls (college/school going), primarily the young age

group but it is appealing to both men and women.

LIVON- For the people having problem with their hair like hair fall problem, rough

hair etc.

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SETWET- Hair styling for young boys and teenagers.

MEDIKER- Young children who are having Lice problem.

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d) POSITIONING OF MARICO

Positioning is developing a product and brand image in the minds of consumers. It can also

include improving a customer's perception about the experience they will have if they choose

to purchase your product or service. The business can positively influence the perceptions of

its chosen customer base through strategic promotional activities and by carefully defining

your business' marketing mix.

Effective positioning involves a good understanding of competing products and the benefits

that are sought by your target market. It also requires you to identify a differential advantage

with which it will deliver the required benefits to the market effectively against the

competition. Business should aim to define themselves in the eyes of their customers in

regards to their competition. Marico has also positioned itself as a well known and trusted

brand in the eyes of Indian people its flagship brand parachute is known for its purity and the

use of real coconuts in it, some other brands of Marico are also loved and trusted by the

people of India as well as abroad. Marico has made people think that with Marico your

everyday needs are fulfilled.

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PART 2- 4 P’s

a) PRODUCT

In the hair care segment of Marico it has many brands under its kitty like Parachute, Livon,

Nihar, Hair and Care, Set Wet and Mediker, most of them are very famous all over India. Its

flagship brand is Parachute which was Marico’s first brand and is the most trusted brand

these days also for hair care, it widely accepted, known and used today also in rural as well

as urban areas.

(i) BRAND NAME AND ITS SUSTAINABILITY

If we talk about Marico the most established brand of it is Parachute and is widely known in

urban and rural areas, so taking advantage of its brand name and value they have extended its

band Parachute to Parachute Advanced which includes products which have coconut in them

but they have some other things also which makes them specialised products for hair care,

nurturance, and beauty. Similarly the other most popular brand of Marico is Mediker which

is an anti-lice treatment product, earlier only shampoo was coming but due to the popularity

of Mediker shampoo among the masses now they have now also started selling Anti-lice oil.

After establishing Marico in these two segments Marico came with Multibrands and New-

Brands to cater the different needs of people , like Nihar was basically their range of oil

containing gooseberry, almonds and coconut but now they have also giving coconut oils with

fenugreek extracts and with a smell of rose or jasmine so that it has a pleasing smell.

Hair and Care is also a very well established brand of Marico among the teenagers because

of its anti-sticky format so now they have also extended this brand because of its popularity

and is now having a sink and shine conditioner under its kitty. Livon was also a silky

conditioner but now it has a hair gain tonic and a hair colour also in its kitty. Setwet is a new

brand of Marico which is very popular amongst the teen boys, earlier it was only having hair

gel but now its perfumes are also coming.

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(ii) FEATURES

There are many brand of Marico and each one is differentiated from each other in different

ways-

PARACHUTE-Parachute Coconut Oil today stands for purity and quality.

PARACHUTE ADVANCED-Parachute Advansed stands for care, nurturance and

beauty, and tries to fulfil the needs of its myriad consumers through various offerings

in the portfolio spanning hair care.

NIHAR NATURALS-The Nihar Naturals portfolio today offers quality solutions for

the needs of the progressive woman.

HAIR AND CARE-Hair & Care is youthful and contemporary, and is the teenage

girl's choice as she takes her first steps into the adult world.

LIVON-It is specially for the people who are having problems with their hair and

want to regrow their hair or colour their hair.

SET WET-Range of international styling products to ensure that men style is

unmatched.

MEDIKER-Mediker Anti-Lice Treatment has transformed lice removal into a

painless activity, replacing the traditionally painful lice comb with a wash-off format.

Mediker contains actives such as neem, camphor and sitaphal extracts.

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(ii) VARIETY OFFERED

There are many varieties offered by Marico in its hair care products.

PARACHUTE

1. Parachute Coconut Oil- A market leader in its category and one of our oldest

brands, Parachute Coconut Oil today stands for purity and quality. Over the

years, the brand has seen a lot of innovations in packaging, sizing and tamper-

proofing. Parachute enjoys enormous loyalty in urban, semi-urban and rural

market.

PARACHUTE ADVANCED

1. PARACHUTE ADVANCED TENDER COCONUT OIL- Parachute

Advansed Tender Coconut Hair Oil is a recent introduction to the Parachute

Advansed portfolio. It is world's first hair oil with the goodness of fresh green

coconuts.It has up to 3x more multi-vitamins than almond hair oil, which let

you wave a carefree goodbye to your primary hair beauty dilemmas like split-

ends, dryness and frizz.

2. PARACHUTE ADVANCED SCALP THERAPY- New Parachute

Advansed Scalp Therapie has been designed to specifically treat an unhealthy

scalp. It is an oil based solution, developed after intensive research and

development and rigorous testing at the Parachute Advansed Knowledge

Centre. It has been specially created with Active Protein ComplexTM

that gets

absorbed deep within the scalp to provide it with essential nutrients and give it

the vitality to return your hair to the normal growth cycle. It makes your scalp

healthy in just 30 days* thereby controlling hair fall effectively.

3. PARACHUTE ADVANCED JASMINE HAIR OIL- Parachute Advansed

Jasmine is the modern face of Parachute Advansed and is the largest variant in

the portfolio. It was launched in the year 2000 as a non-sticky, light and

fragrant hair oil while retaining the goodness of coconut, thereby addressing

the consumer's need for nourishment with pleasing sensorials.

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4. PARACHUTE ADVANCED DEEP CONDITIONING HOT OIL-

Parachute Advansed Deep Conditioning Hot Oil - Deep conditioning in just 20

min for 3x softer, smoother hair.

Dry rough hair can be difficult to manage. New Parachute Advansed Hot Oil's

Deep Conditioning gives hair deep conditioning treatment to make them 3X

softer and smoother.

5. PARACHUTE ADVANCED COCONUT HAIR OIL- Essential care for

your hair, Parachute Advansed Coconut Hair Oil makes your hair nourished

and stronger. It penetrates better (upto 90% penetration) into the hair shaft and

gives hair natural conditioning, extra nourishment and protection.

6. PARACHUTE ADVANCED AYURVEDIC HAIR OIL- Parachute

Advansed Ayurvedic Hair Oil is created from a blend of coconut oil and

ayurvedic herbs, operating as a hair oil that controls hair fall. The product is a

rich nourishing concoction that combines the goodness of coconut oil with the

potency of genuine ayurvedic herbs.

7. PARACHUTE ADVANCED AFTER SHOWER-Parachute Aftershower

styling gels & creams offer this new age consumer a range of male grooming

products that provide the goodness of coconut proteins without the

inconveniences of oil and help them style their hair the way they want to,

making them the products that can be used everyday.

NIHAR NATURALS

1. NIHAR NATURALS COCONUT HAIR OIL- Nihar Naturals Coconut Hair

Oil, is the market leader in East India and is available in two fragrance variants

– Rose and Jasmine. Each variant is a unique combination of coconut oil and

methi extracts that makes hair thick & beautiful.

2. NIHAR NATURALS SHANTI BADAM AMLA-Nihar Naturals Shanti

Badam Amla is one of the fastest growing hair oil brands in the country. The

brand is an ally to progress, enabling women to make unconventional yet

smart choices.

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HAIR AND CARE

1. HARE AND CARE OIL-Hair & Care was one of the first hair oils which

ventured in the hair styling domain as opposed to catering to the traditional

nourishment need. It was launched in 1991 as a hair oil with the benefit of

nourishment in a non-sticky format. Over time, it has evolved as a preferred

choice in the category for the teenage girl. Distinctively youthful and

contemporary, Hair & Care is the teenage girl’s choice as she takes her first

steps into the adult world. In line with the needs of the audience, Hair & Care

is currently positioned as the hair oil that makes your hair style-ready and

gives you twist and turn hair anytime, anywhere.

2. HAIR AND CARE SILK & SHINE- It is for those special moments when

your hair needs some extra style, Hair & Care offers you Silk & Shine Hair

Potion. Enriched with the natural goodness of Fruit Vitamins, its unique

formulation instantly makes hair soft, smooth and silky.

LIVON

1. LIVON SILKY POTION- Livon Silky Potion is a hair serum that puts an end

to tangled, dry and unmanageable hair. It promises protection of hair cuticle

with its unique 'Cutisoft™' Formula. The CutiSoft™ Formula softens the

cuticle by forming a coat on the hair strand and sealing in the moisture with a

layer of protection giving you silky, smooth and manageable hair. Enriched

with Vitamin E, Livon Silky Potion smoothens and softens your hair so you

can let your hair down anytime and anywhere.

2. LIVON HAIR GAIN TONIC- A product born out of advanced, ground

breaking research on Indian hair, Livon Hair Gain Tonic is a solution that not

only addresses hair fall problems, but also helps in accelerating healthy hair

growth. It is enriched with root energisers, a breakthrough formulation that

comprises hair re-growth molecules. Livon Hair Gain Tonic has a three-way

action on affected hair follicles.

3. LIVON CONDITIONING CREAME COLOUR-Give your hair the colour

and softness it deserves, With New Livon Conditioning Cream Colour. Unlike

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powder hair dyes it not only gives your hair a rich natural looking colour, but

also conditions it, leaving it soft and silky.

SETWET

1. SET WET DEODORANTS-They say half a man's personality lies in the way

he smells! With nine irresistible fragrances: Bite, Rave, Lounge, Cool, Macho,

Adventurer, Sexy, Casanova & Romeo. Set Wet Deos let you explore every

facet of your irresistible personality and lets you go truly wild! It also has

Non-Aerosal offerings-Cool & Devil.

2. SET WET HAIR GELS-Whatever the occasion and whatever be your hair

type, Set Wet's range of Alchohol-Free hair gels lets you get creative with your

hair with any of its 5 variants: Cool Hold, Vertical Hold and Wet Look, Casual

Hold, and Ultimate Hold.

MEDIKER-

a) MEDIKER ANTI -LICE SHAMAPOO-Mediker Anti-Lice Treatment has

transformed lice removal into a painless activity, replacing the traditionally

painful lice comb with a wash-off format. Mediker contains actives such as

neem, camphor and sitaphal extracts.

b) MEDIKER ANTI-LICE OIL-Mediker is also available in an oil format for

those who prefer using oil in their regular regime. It contains coconut oil, in

addition to neem and camphor. Mediker has been clinically tested and proven

to be completely safe to use, with no side-effects.

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(iii)- LOGO- A logo identifies your company in the marketplace. In a quick, visually

symbolic way, a logo represents your company to the outside world. Often your logo is the

first thing a potential customer sees. Its your first impression, and we all know how

important that can be. Marico uses different logo for different brands. Logo also

distinguishes you from your competitors, providing a way for customers to recognize and

select you amidst other similar businesses. Logo communicates something about your

company. Sometimes direct, and sometimes subtle, every logo says something about the

company it represents.

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(iv)- PACKAGING- Packing of a product plays an important role in the marketing mix,

In my opinion packing of a product plays two important role, firstly, the packing of a product

distinguishes a product amongst the other product kept with it in a shelf and secondly, if we

talk about the packing in terms of the quantity it contains then the packing plays a very

important role in the buying decision of the people with different income groups specially

the people with less household income should be considered and less quantity packs for them

should be made so that they are also able to use that product. We can see the examples of

shampoo sachets that are sold by MNC’s in India, the sachets are only sold in India and

developing economies because there the people are having less per capital income, so make

things affordable for them the companies reduce the size of packings, while if we talk about

the countries like the U.S there small packings are not available. Marico also packs its

products with different quantities and the packing is very attractive.

PARACHUTE

1. Parachute Coconut Oil-It is available in 10ml, 25ml, 50 ml, 100ml, 250

ml, 500ml and 1Litre (not available in India) packings.

PARACHUTE ADVANCED

1. PARACHUTE ADVANCED TENDER COCONUT OIL-It is available

in 300 ml packing.

2. PARACHUTE ADVANCED SCALP THERAPY-It is available in

190ml, 380ml, 760ml packs.

3. PARACHUTE ADVANCED JASMINE HAIR OIL-It is available in

90ml and 200ml, 300ml packs.

4. PARACHUTE ADVANCED DEEP CONDITIONING HOT OIL-It is

available in 90ml and 250 ml packs.

5. PARACHUTE ADVANCED COCONUT HAIR OIL - Only available in

170 ml and 300ml packing.

6. PARACHUTE ADVANCED AYURVEDIC HAIR OIL-It is available in

190ml and 95ml packs.

7. PARACHUTE ADVANCED AFTER SHOWER-It is available in

50gms,100gms, 250gms.

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NIHAR NATURALS

1. NIHAR NATURALS COCONUT HAIR OIL -It is available in 100ml

and 300ml pack only.

2. NIHAR NATURALS SHANTI BADAM AMLA- It is available in 100ml

and 300ml pack only.

HAIR AND CARE

1. HARE AND CARE OIL-Hair & Care oil is available in 100ml and 200ml.

2. HAIR AND CARE SILK & SHINE-It is available in 50ml and 200ml

packs.

LIVON

1. LIVON SILKY POTION-It is available in 20ml, 50ml and 100ml packings.

2. LIVON HAIR GAIN TONIC-It is only available in 150ml packing.

3. LIVON CONDITIONING CREAME COLOUR- It comes in two sizes of

36ml and 72ml.

SETWET

1. SET WET DEODORANTS- It comes in 150ml and 50ml bottles.

2. SET WET HAIR GELS-It is available in 50ml, 100ml and 250ml.

MEDIKER

1. MEDIKER ANTI -LICE SHAMAPOO-It is available in 50ml and 5ml.

2. MEDIKER ANTI-LICE OIL-It is available in 50ml and 100ml packs

only.

(vi) WARRANTY/GUARANTEE- As Marico’s hair care segment has FMCG brands

so the company gives no guarantee and warranty for its products.

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b) PRICE

Due to competition from Indian as well as foreign FMCG players Marico has a very

competitive pricing for its products and as it is a very well known brand in rural areas as well

the prices of Marico products are less than their counterparts and the result is that they are

one of the leaders in hair care segment of India.

(i)- MRP

PARACHUTE

1. Parachute Coconut Oil-500ml bottle cost is 250rs.

PARACHUTE ADVANCED

1. PARACHUTE ADVANCED TENDER COCONUT OIL-500ml bottle

cost is 250rs.

2. PARACHUTE ADVANCED SCALP THERAPY- 100ml bottle cost is

137rs.

3. PARACHUTE ADVANCED JASMINE HAIR OIL- 500ml bottle cost is

180rs and 200ml costs 72rs.

4. PARACHUTE ADVANCED DEEP CONDITIONING HOT OIL-

500ml bottle cost is 423rs.

5. PARACHUTE ADVANCED COCONUT HAIR OIL-170ml bottle cost

is 80rs.

6. PARACHUTE ADVANCED AYURVEDIC HAIR OIL- 190ml bottle

cost is 115rs.

7. PARACHUTE ADVANCED AFTER SHOWER- 100gms bottle cost is

72rs.

NIHAR NATURALS

1. NIHAR NATURALS COCONUT HAIR OIL-300ml bottle cost is 300rs.

2. NIHAR NATURALS SHANTI BADAM AMLA-100ml bottle cost is

26rs.

HAIR AND CARE

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1. HARE AND CARE OIL-500ml bottle cost is 175rs.

2. HAIR AND CARE SILK & SHINE-100ml bottle cost is 165rs.

LIVON

1. LIVON SILKY POTION-100ml bottle cost is 210rs.

2. LIVON HAIR GAIN TONIC-250ml bottle cost is 650rs.

SETWET

1. SET WET DEODORANTS- 150ml bottle cost is 165rs.

2. SET WET HAIR GELS-100ml tube cost is 89rs.

MEDIKER

1. MEDIKER ANTI -LICE SHAMAPOO- 50ml bottle cost is 50rs.

2. MEDIKER ANTI-LICE OIL-50ml bottle cost is 25rs.

(ii) OFFERS AND DISCOUNTS

These days there is no discount given on any of Marico’s hair care products to the customers

and to the dealers as well because of the deflation of the input materials the company has

already reduced its price. Presently there is a offer on Parachute hair oil of 20% extra and

various offers are given to dealers on bulk purchases.

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c) PLACE

(i)- CHANNEL FOLLOWED- Marico has a very well established SCM and first the

products are manufactured in their company, then the finished products go to the

warehouses, then to the depots after that to the super distributors, the super distributors then

send it to the distributors, from there the products go to the stockists. The stockists are the

one who send the products to the wholesalers then the products go to the retailers and finally

the consumers buy the product.

FACTORIES WAREHOUSE SUPER

DISTRIBUTORS DISTRIBUTORS STOCKIST WHOLESALER RETAILER HOUSEHOLDS

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(ii)LOCATION OF PLANT- Presently Marico has seven factories all over India and

they are located in the following cities-

Dehradun

Daman

Jalgaon

Solan

Palakkad

Thirubhuvanal

Dhaul-Kaun

(iii)NUMBER OF DISTRIBUTORS- Marico produces one out of every coconut in

India 7crore packs to around 13crore people every month. Marico’s reach is around 2.3crore

households through over 33lakh retail outlets serviced by its nationwide distribution network

comprising 4regional offices, 32 carry and forwarding agents and about 3600 distributors

and stockists.

(iv) TOTAL COVERAGE INTERNATIONALLY/NATIONALLY- Currently

present in 25 countries across emerging markets of Asia and Africa, Marico has nurtured

multiple brands in the categories of hair care, skin care, health foods, male grooming, and

fabric care. Marico's India business markets household brands such as Parachute Advansed,

Saffola, Hair & Care, Nihar, Mediker, Revive, Manjal, Setwet, Zatak and Livon among

others that add value to the life of 1 in every 3 Indians. The International business offers

unique brands such as Parachute, Hair Code, Fiancee, Caivil, Hercules, BlackChic, Code 10,

Ingwe, X-Men, L'Ovite and Thuan Phat that are localized to fulfil the lifestyle needs of our

international consumers.

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d) PROMOTION

(i)- TAGLINE- The tagline of Marico is “MAKE A DIFFERENCE”, the company states

that the company has an annual turnover of Rs. 46 billion (Financial Year 2012 - 2013)

across our portfolio, Marico's sustainable growth story rests on an empowering work culture

that encourages our members to take complete ownership and make a difference to the entire

business ecosystem. They say that “Only when you're empowered with freedom and

opportunity do you rise above the task at hand and take complete ownership to make a

difference.”

(ii) BRAND AMBASSADOR- Brand ambassador (celebrity spokesman) is

a marketing term for a person employed by an organization or company to promote its

products or services within the activity known as branding. The brand ambassador is meant

to embody the corporate identity in appearance, demeanor, values and ethics. The key

element of brand ambassadors lies in their ability to use promotional strategies that will

strengthen the customer-product/service relationship and influence a large audience to buy

and consume more. Predominantly, a brand ambassador is known as a positive spokesperson

appointed as an internal or external agent to boost product/service sales and create brand

awareness. Marico has many brand s so it has different brand ambassadors for its different

brands. Today, brand ambassador as a term has expanded beyond celebrity branding to self

branding or personal brand management. Professional figures such as good-will and non-

profit ambassadors, promotional models, testimonials and brand advocates have formed as

an extension of the same concept, taking into account the requirements of every company.

Parachute- Deepika Padukone and Nargis Fakhri

Nihar- Vidya Balan

Hair and Care- Teen age girl

Livon- Rahul Bose

Mediker- School going girl and her mom

Set wet- Stylish male model

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(iii)- TV ADVERTISEMENT- The T.V advertisement of Marico has celebrities or

models telling about their journey and the benefits that they are getting by using Marico’s

products. Marico has highlighted its social responsibility initiative in its Nihar advertisement

where Vidya Balan tells about the benefit given by the company to a women empowerment

initiative, if the consumers buy their products.

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CONCLUSION

We can see that how Marico has started from the scratch and build a major FMCG brand of

India as well as it is very famous in Bangladesh and Middle East. Marico achieved a profit of

Rs. 577cr in FY13-14 which was 34.5% more than the last year and by analysing the P/L

account of Marico of the last ten years it has been observed that the net profit of marico is

increasing every year on a continuous basis expect in the year 2009 which may be due to the

economic meltdown. or this we can see the hardwork put in by Mr. Harish Mariwala and his

team, they were and are following their tag line “make a difference” and creating value in

their customers by delivering great products at an affordable price to the Indian customers.

CONCLUSIONS BY THE GROUP

According to us Marico should first improve its supply chain so that the consumers get a

product at a cheaper price which will further increase the value of Marico in the eyes of the

consumers, before reaching to the consumers the products are passed through 6 levels so if it

can be decreased to 4-3 levels then the cost of the products can be reduced. Marico should

also watch for its strengths and should maintain them for further growth like excellent

distribution network and product availability, the product portfolio of Marico has brands

covering Edible Oil, Hair Oils, Skin Care, Fabric Care, etc., popular brands, good brand

visibility and excellent advertising of products has led to strong brand loyalty, experience

management and good R&D, Marico is present in more than 25 countries across Asia and

the African continent, Marico reaches over 2.5 million outlets and around 130 million

customers. It should overcome its weakness like limited market share due to strong FMCG

brands. It should also look for opportunities these days there is an increase in the income of

the consumers, it should tap rural markets and penetrate in them and it should also do more

mergers and acquisitions to strengthen the brand. The threats to it should also be looked

upon and Marico should start making strategies to overcome them from now onwards like

intense and increasing competition amongst other FMCG companies, FDI in retail thereby

allowing international brands and competition from unbranded and local products.

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REFRENCES

WIKIPEDIA

MBASKOOL

GOOGLE

MARICO'S OFFICIAL WEBSITE

EASYDAY

SCRIBD