Marketing Management: Marico: Company Analysis

Marketing Management
Marico : Company
Analysis
Name : Laxman Kadam

Roll# : 22
About Marico
 Marico is a leading Indian Group in Consumer Products & Services in the Global
Beauty and Wellness space.
 Marico markets well-known brands such as Parachute, Saffola, Sweekar, Hair &
Care, Nihar, Shanti, Mediker, Revive, Manjal, Kaya, Aromatic, Fiancee, HairCode,
Caivil, Code 10 and Black Chic.
 Marico's brands and their extensions occupy leadership positions with significant
market shares in most categories- Coconut Oil, Hair Oils, Post wash hair care, Anti-
lice Treatment, Premium Refined Edible Oils, niche Fabric Care etc.
About Marico (Cont..)
 Marico is present in the Skin Care Solutions segment through Kaya Skin Clinics (101 in
India, Middle East and Bangladesh) and its soap franchise (in India and Bangladesh).
 Marico's branded products are present in Bangladesh, other SAARC countries, the
Middle East, Egypt, Malaysia and South Africa.
 Registered office:
Marico Ltd.
"Rang Sharda", Krishnachandra Marg,
Bandra Reclamation,
Bandra (West),
Mumbai - 400050,
India.
INDUSTRY SCENARIO
 The Indian FMCG sector has a total market size in excess of USD16bn. As per India brand
equity foundation, the market size of the sector is set to double to USD33.4bn by 2015.
Burgeoning Indian population, particularly the middle class and prospering rural
economy, presents an opportunity to makers of branded products to upgrade consumers
to branded products.
 Rising Disposable income levels
– According to a Mckinsey report, average real household disposable income is

expected to grow at a CAGR of 5.3% till 2025. This expected rise in disposable
income would boost consumer's spending power, giving them an opportunity to
splurge on branded consumer products.
INDUSTRY SCENARIO (Cont..)
 Demographic dividend
– The demographic advantage or dividend is based on the fact that India is (and will
remain for some time) a very young country.
– The urban population between the ages of 15 to 34 years is expected to increase
from 107 mn in 2001 to 138 mn in 2011. This 30% increase coupled with a rising
disposable income is expected to create a new set of buyers with a discerning
consumer mindset and higher spending power. This consumer segment would in
all probability adopt the beauty and wellness trend faster than the previous
generation.
Products / Services
Products / Services
Hair Care Market Heart Care Market Skin Care Market
Mediker Shanti Badam Amla Hair & Care Sweekar Saffola Manjal Soap Kaya Clinic
Parachute Nihar Hair & Care Silk N Shine Oil Salt Plus Arise Functional Foods
Parachute Parachute Parachute Parachute Parachute Parachute

Oil Advansed Jasmine Therapy Aftershower Hot Oil
Parachute
Parachute is premium edible grade coconut oil, a market leader in its category.
Synonymous with pure coconut oil in the market, Parachute is positioned on the
platform of purity. Parachute is also available in pouch packs, to service the rural
sectors, increasing penetration. While the positioning of Parachute has always been
on purity, the communication has evolved over time to appeal to different
consumer sets.
Some of the examples of innovation for Parachute are:

• Flip Top Cap for Parachute bottles to enhance the safety and protect the purity of
oil.
• Easy Jar of Parachute to facilitate usage especially during winters.
• Parachute Mini - a bottle shaped small pack being sold at an MRP of Re. 1
• 20 ml Parachute - a Rs 5 SKU that enables loose oil users to upgrade to Parachute
These innovations have have propelled further penetration, enabling conversion of
loose oil consumers to packaged Parachute Coconut Oil.
Hair & Care
Hair & Care, a pleasantly perfumed non-sticky hair oil is a strong brand in
its category.
It is positioned on the platform of being the lightest perfumed hair oil

offering both "Style & Nourishment".
Hair & Care is upto 50% non sticky than any other hair oil & is enriched
with "Herbal Proteins", which nourishes hair with their natural goodness.
Herbal Proteins are extracted from Neem & Tulsi, a process patented by
Marico
Saffola
New Saffola, a blend consisting of Safflower (Kardi) Oil (60%) & Rice Bran Oil
(40%) contains Vitamin E. Vitamin E is a well-known and potent antioxidant.
Safflower (Kardi) Oil:

This has the highest levels of Linoleic acid, an omega-6-polyunsaturated fatty
acid, which is well known in reducing cholesterol levels.
Rice Bran Oil (RBO):

Heart healthy nutrients in RBO such as tocopherols, tocotrienols and oryzanol
are known for their cholesterol lowering ability.
All Saffola oils come with 'LoSorb Technology'. Food fried in Saffola oils absorbs
less oil and thus reduces the consumption of oil in your diet
Sweekar
Sweekar is a national brand comprising of Refined Sunflower Oil. Sweekar

has become synonymous with good quality light edible oil. It is
positioned as a light and healthy cooking medium.
The Sunflower category emerged in 1988 - 89 and Sweekar quickly

became one of the leading brands in this category. The positioning of
Sweekar has evolved over time- from the initial stand of lightness and
88% saturated, fat-free - to that of "Achcha Khana, hansi khushi ka
Khazana" - to that of "Aapke haath mumkin har baat". It continues to be
one of the leading brands among refined oils in the consumer packs
market.
Revenue Breakup
Parachute
(32%)
Focused
Hairoils (13%)
Saffola (16%)
Sweekar (7%)
Kaya (6%)
International
Business (15%)
Others (11%)
New Launches
 In the current fiscal, the firm plans to launch a prototype cooling oil under its brand
Parachute and plans to expand its manufacturing facilities with a new edible oil
refining plant in Himachal Pradesh.
 It plans to roll out 3-4 kaya clinics in the Middle East

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Marketing Management

Name : Laxman Kadam

 Rising Disposable income levels

– According to a Mckinsey report, average real household disposable income is

Hair Care Market Heart Care Market Skin Care Market

Parachute Parachute Parachute Parachute Parachute Parachute

Some of the examples of innovation for Parachute are:

It is positioned on the platform of being the lightest perfumed hair oil

Safflower (Kardi) Oil:

Rice Bran Oil (RBO):

Sweekar is a national brand comprising of Refined Sunflower Oil. Sweekar

The Sunflower category emerged in 1988 - 89 and Sweekar quickly

 It plans to roll out 3-4 kaya clinics in the Middle East

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