Presented To –Prof. Vijay Prakash Anand
Presented ByAnurag           Yatish Mittal   Alok RanjanShukla                           Sudhir SinghNiharika   Amit Yadav...
Marico Ltd.Industry            Consumer GoodsFounded             1987Headquarters        Bandra, Mumbai, IndiaKey People  ...
Products of Marico
Overview of Edible Oil Industry• India 4th largest edible oil consuming economy  after USA, China and Brazil• India accoun...
About Marico Ltd.• Share price is Rs. 204.25 (volume – 380,501)• Company has recently acquired the erstwhile  personal car...
Continue….• Parachute, Saffola, Hair & Care, Nihar, Mediker,  Revive, among others, which occupy leadership  positions in ...
Product Line
HAIR OIL                                              REVIVE                                                              ...
SAFFOLA                                  MEDIKER                    NEW SAFFOLA                ANTI LICE    SAFFOLA OIL   ...
SuffolaHealth Benefits• Suffola have ‘LoSorb Technology’, due to which oil gets  absorbed less, reducing oil consumption i...
Suffola OilsSuffola     Suffola     New              SuffolaGold        Tasty       Suffola          Active• 1Lt. –    • 1...
Suffola Oil Ad
Suffola Rice  SAFFOLA ARISE  BASMATI RICE• 1 Kg. – Rs. 119• 5 Kg. – Rs. 570                     SAFFOLA ARISE             ...
Suffola Rice Ad
Suffola Oats200gms 400gms    1 Kg.Rs.32   Rs.55   Rs.110                               • 1 Kg.                Suffola Salt...
Suffola Oats Ad
Suffola Salt Ad
Suffola Cholestrol Management Ad
Saffola Muesli                      Lite & Natural     225 gms. Rs.99                    400 gms. Rs.170                  ...
Saffola Muesli Ad
Place• Very large existing distribution network.• Marico Tried to place Saffola initially in High  value outlets.• Further...
Suffola’s Supply Chain
PROMOTION
Heart Age Finder Any doubts???
AWARENESS• PRINT…On 29th Sept TOI and Saffola delivered “One bigBirthday Party In A Newspaper
TOI and Saffola Ad
• Television
World Heart Day Ad
• BLINKING HEART
OTHER CAMPAIGNS
Dil Ka Haal Ad
Dil Jawan to Zindagi Alishan Ad
Young At Heart Ad
Heart Ok Please Ad
Saffola Competitions        Salt
Salt•   Tata Salt Lite = Rs.21•   Aashirvaad Salt = Rs.14•   Annapurna Iodine = Rs.11•   Soffola Salt Plus = Rs.21
Oil
Oil• Dhara health = Rs.92• Sun drop heart = Rs.154• Saffola Gold = Rs.135
Rice
Rice•   Dawat basmati = 5kg - Rs.384•   Lal quilla = 5kg - Rs.770•   Kohinoor Basmati Rice ( Rozana ) = 5kg - Rs.335•   Sa...
Segmentation Targeting Positioning
Segmentation
Targeting
Targeting
Positioning
Positioning
Competitive Factor
Future Strategies  Brand      InternationalExtension      Marketing
Brand Equity of Suffola
Saffola’s New Mantra Of Marketing            High on the Recall            List of the            Consumer               C...
Milestones1999   Acquire P&G anti-lice brand Mediker2000   Acquire Kanmoor Foods for manufacture of jams, sauces and other...
Global Presence• Today, Marico has a presence in over 25 countries across Asia  and Africa. Every month, over 70 million c...
Presence In Bangladesh• In 2002 Marico established a factory on foreign soil -  Bangladesh. Marico was the first Indian co...
Presence In Bangladesh• Started operations in 2000• Marico is amongst the top 3 FMCG MNC companies  in Bangladesh• Launche...
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 retai...
Sales and volume of Saffola and Sweekar                 Oils
Product Life Cycle
Saffola
Saffola
Saffola
Saffola
Saffola
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Saffola

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This Presentation is all about Saffola and its Marketing Strategy, Promotional aspects,STP,Branding and introduction of Marico......-:)

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Saffola

  1. 1. Presented To –Prof. Vijay Prakash Anand
  2. 2. Presented ByAnurag Yatish Mittal Alok RanjanShukla Sudhir SinghNiharika Amit Yadav Rajput Vikrant Arora
  3. 3. Marico Ltd.Industry Consumer GoodsFounded 1987Headquarters Bandra, Mumbai, IndiaKey People Harsh MariwalaProducts Edible Oil, Hair Oil, Skin & Personal care, etc.Revenue Rs. 4008.3 crore (USD. 757.57 million)Employees 1000 (2010)Website www.marico.com
  4. 4. Products of Marico
  5. 5. 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
  6. 6. 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)
  7. 7. 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
  8. 8. Product Line
  9. 9. HAIR OIL REVIVE REVIVE PARACHUTE POWDER(50gm, 200gm,400gm) AFTER COOLING SCALP JASMINE HAIR REVIVE SHOWER OIL THERAPIES OIL LIQUID(20gm HAIR CREAM ADVANCED AYURVEDIC ,45gm,100g COONUT HOT OIL m,200gm,40 HAIR OIL 0gm) NIHAR NATURAL HAIR & CARE NATURAL PERFUMED COCONUT OILHERBAL PROTIEN SHANTI AMLA HAIR SILK N ‘ SHINEHAIR OIL (3ML,18ml,50ml,100ml)OIL(50ml,100ml, COOLING OIL200ml,300ml,500ml) ALMOND HAIR OIL
  10. 10. 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
  11. 11. 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.
  12. 12. Suffola OilsSuffola Suffola New SuffolaGold Tasty Suffola Active• 1Lt. – • 1Lt. – • 1Lt. – Rs. • 1 Lt.- Rs. Rs. 135 Rs. 120 165 115 • 2 Lt.– Rs.• 5 Lt.– • 5 Lt.– 330 • 5 Lt.- Rs. Rs. 730 Rs. 605 • 5 Lt.– Rs. 550 810 • 15 Lt. - Rs. 2370
  13. 13. Suffola Oil Ad
  14. 14. Suffola Rice SAFFOLA ARISE BASMATI RICE• 1 Kg. – Rs. 119• 5 Kg. – Rs. 570 SAFFOLA ARISE LONG GRAIN RICE • 1 Kg. – Rs. 85 • 5 Kg. – Rs. 400 SUFFOLA ARISE RICE • 1 Kg. – Rs. 71
  15. 15. Suffola Rice Ad
  16. 16. Suffola Oats200gms 400gms 1 Kg.Rs.32 Rs.55 Rs.110 • 1 Kg. Suffola Salt Rs.21 Saffola • 1Kg. Rs. Cholesterol Management 109
  17. 17. Suffola Oats Ad
  18. 18. Suffola Salt Ad
  19. 19. Suffola Cholestrol Management Ad
  20. 20. Saffola Muesli Lite & Natural 225 gms. Rs.99 400 gms. Rs.170 Nutty Crunch225 gms. Rs.99 400 gms. Rs.170 25 gms. Rs.10 Fruit Rush 225 gms. Rs.99 400 gms. Rs.170
  21. 21. Saffola Muesli Ad
  22. 22. 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.
  23. 23. Suffola’s Supply Chain
  24. 24. PROMOTION
  25. 25. Heart Age Finder Any doubts???
  26. 26. AWARENESS• PRINT…On 29th Sept TOI and Saffola delivered “One bigBirthday Party In A Newspaper
  27. 27. TOI and Saffola Ad
  28. 28. • Television
  29. 29. World Heart Day Ad
  30. 30. • BLINKING HEART
  31. 31. OTHER CAMPAIGNS
  32. 32. Dil Ka Haal Ad
  33. 33. Dil Jawan to Zindagi Alishan Ad
  34. 34. Young At Heart Ad
  35. 35. Heart Ok Please Ad
  36. 36. Saffola Competitions Salt
  37. 37. Salt• Tata Salt Lite = Rs.21• Aashirvaad Salt = Rs.14• Annapurna Iodine = Rs.11• Soffola Salt Plus = Rs.21
  38. 38. Oil
  39. 39. Oil• Dhara health = Rs.92• Sun drop heart = Rs.154• Saffola Gold = Rs.135
  40. 40. Rice
  41. 41. Rice• Dawat basmati = 5kg - Rs.384• Lal quilla = 5kg - Rs.770• Kohinoor Basmati Rice ( Rozana ) = 5kg - Rs.335• Saffola arise basmati = 5 kg - Rs.570
  42. 42. Segmentation Targeting Positioning
  43. 43. Segmentation
  44. 44. Targeting
  45. 45. Targeting
  46. 46. Positioning
  47. 47. Positioning
  48. 48. Competitive Factor
  49. 49. Future Strategies Brand InternationalExtension Marketing
  50. 50. Brand Equity of Suffola
  51. 51. Saffola’s New Mantra Of Marketing High on the Recall List of the Consumer Consumer Research
  52. 52. 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
  53. 53. 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).
  54. 54. 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.
  55. 55. 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
  56. 56. Core Competence• Market leadership• Wide distribution channel- Access to rural market• Converted commodity into product
  57. 57. 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
  58. 58. Sales and volume of Saffola and Sweekar Oils
  59. 59. Product Life Cycle
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