Overview of Edible Oil Industry• India 4th largest edible oil consuming economy after USA, China and Brazil• India accounts for 9.3% of world oil seed production• Production of oilseeds & edible oil is far below the requirement• In 2007-2008, the country could produce only about 8.2 million MT of edible oil.• 35-40% of the demand had to be met imports, it shows heavy reliance on Import• High penetration of 90% in India
About Marico Ltd.• Share price is Rs. 204.25 (volume – 380,501)• Company has recently acquired the erstwhile personal care business from Reckitt Benckiser.• Marico now owns popular brands like Set Wet, Livon, Zatak , and other personal care brands.• Marico Innovation Foundation (2003)• Presence in more than 25 countries (India, Egypt, Vietnam, Bangladesh, South Africa, Malaysia, Middle east)• India’s first company which has opened it’s manufacturing plant in Bangladesh (Industry wise)
Continue….• Parachute, Saffola, Hair & Care, Nihar, Mediker, Revive, among others, which occupy leadership positions in most categories- Coconut Oil, Hair Oils, Post wash hair care, Anti-lice Treatment, Premium Refined Edible Oils, niche Fabric Care etc.• 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
SAFFOLA MEDIKER NEW SAFFOLA ANTI LICE SAFFOLA OIL SAFFOLA GOLD HAIR OIL SAFFOLA TASTY SAFFOLA ACTIVE SAFFOLA SALT ANTI LICE SAFFOLA STRONG HEART SHAMPOO SAFFOLA OATS SAFFOLA BODY FIT KAYA CLINIC SAFFOLA SKIN BEAUTY FUNCTIONAL FOODS EVERY DAY LAISER HAIR SAFFOLA ARISE BASMATI RICE REDUCTION PREMIUM GOLD ANTI AGEING THERAPY
SuffolaHealth Benefits• Suffola have ‘LoSorb Technology’, due to which oil gets absorbed less, reducing oil consumption in your diet.• Suffola oils are ‘Free of Trans fat’.• Suffola contains Rice Bran Oil (RBO) which contains Heart healthy nutrients .• Suffola contains Safflower oil which is a colorless and flavorless edible vegetable oil extracted from the seeds of the safflower & well known for reducing cholesterol levels.
Place• Very large existing distribution network.• Marico Tried to place Saffola initially in High value outlets.• Further increased the reach of the product to general stores.• But most of the rural area is still untapped.
Saffola’s New Mantra Of Marketing High on the Recall List of the Consumer Consumer Research
Milestones1999 Acquire P&G anti-lice brand Mediker2000 Acquire Kanmoor Foods for manufacture of jams, sauces and other fruit and vegetable products.2001 Acquire Parachute and Saffola brand from “BOIL”2003 Acquire Sundari LLC from the USA, a manufacturer of ayurvedic products.2004 Introduce the Kaya Skin Clinics offering scientific, unisex and dermatological procedures for skin care2006 Acquire herbal bath soap brand Manjal from Kerala and made a entry into soap markets.2009 Awarded the NDTV Profit Business Leadership in the FMCG (Personal Hygiene) Category2010 Won ‘Silver’ at the Greentech Environment Excellence Award in the FMCG Sector
Global Presence• Today, Marico has a presence in over 25 countries across Asia and Africa. Every month, over 70 million consumer packs from Marico reach approximately 130 Million consumers in about 23 Million households, through a widespread distribution network of more than 3.3 million outlets in India and overseas.• Maricos International Business Group (IBG) saw a 5 years top line CAGR of over 44% in the year ending 2011, with an organic CAGR of above 36% during the same period. Today, IBG has an annual turnover of over USD 160 million. (2010- 11).
Presence In Bangladesh• In 2002 Marico established a factory on foreign soil - Bangladesh. Marico was the first Indian company to have a manufacturing location in Bangladesh.• In Bangladesh, Marico operates through Marico Bangladesh Limited (MBL), a wholly owned subsidiary with its manufacturing facility at Mouchak, near Gazipur. This is an ISO 9001 certified facility.
Presence In Bangladesh• Started operations in 2000• Marico is amongst the top 3 FMCG MNC companies in Bangladesh• Launched Saffola Gold, a premium edible oil, in 2010
Core Competence• Market leadership• Wide distribution channel- Access to rural market• Converted commodity into product
Achievements• Marico’s “Saffola Heart Day” campaign won a Bronze at Asia Pacific Effie, Singapore 2008• Kaya - Best retailer in the Beauty and Fitness category, India Retail Forum, 2007• One of India’s 10 Best Marketers• Brand leadership award at the Brand Summit, 2006