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  • 1. 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 name Marico Foods Ltd.o Which was later renamed as Marico Industries Ltd.
  • 2. Marico Todayo Year 2009-2010 o Turnover Rs. 2661cr o Net Profit Rs. 232cro 1 out of every 4 Indians is a Marico consumer.o Marico distribution network covers over 33lac retail outletso In short Marico is a leading Indian group in consumer products and services in the global beauty and wellness space.
  • 3. 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 Under Harshs 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 Leader Awards 2009.o And NDTV Profit Business Leadership Award 2009 for Best Business Leadership in the FMCG (Personal Hygiene) category.
  • 4. Products / Services Products / Services Hair Care Market Heart Care Market Skin Care MarketMediker Shanti Badam Amla Hair & Care Sweekar Saffola Manjal Soap Kaya Clinic Parachute Nihar Hair & Care Silk N Shine Oil Salt Plus Arise Functional FoodsParachute Parachute Parachute Parachute Parachute Parachute Oil Advansed Jasmine Therapy Aftershower Hot Oil
  • 5. PRODUCT MIX BRANDS TARGETED CUSTOMERSPARACHUTE •Primary Target Women Of All AgesPARACHUTE ADVANCED •Young Girls (College & School Going)HAIR & CARE •Appealing To Both Men & Women of All AgesSHANTI AMLA •Customer Looking for Value for Money(H.OIL+ Badam)SILK & SHINE •Primary Target Female Of age 18 – 34MEDIKER •Young Children Age Group 3-13 (Lice Problem)SWEEKAR •Primary Target HousewivesSAFFOLA •All Health Conscious People(Heart Patients)REVIVE •Housewives of Urban Area (Higher & Middle Class).
  • 6. Marico’s Market Shares in Various Product CategoriesDomestic Category Market share RankBusiness Brands range %Parachute, Oil Of Coconut Oil 55-57 1Malabar, NiharHair Oil (Hair & Hair Oils 14-17 2Care, ParachuteJasmine, Hair Oils22ParachuteAdvansed, ShantiBadam Amla,Nihar)Saffola Refined Safflower 16-18 2 oilMediker Anti-lice 100 1 TreatmentRevive Instant fabric 100 1 starch
  • 7. Major Competitorso Hindustan Unilever Ltd. o Nihar and Coco care were major competitors for Maricos parachute.o Procter & Gamble Hygiene & Healthcare Ltd.o Dabur India Ltd.o ITCo Jyothy Laboratories Ltd.o Godrej Consumer Products Ltd.
  • 8. Arun add distributionchannel & alsopricing

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