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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