Marico is one of the successful Indian conglomerates with its interests aligned with manufacturing industry and retailing consumer goods in addition to catering services in the beauty space. The origin of the company takes back us to the year 1948 when a trading business family, Mariwala based in Mumbai started Bombay Oil Industries Ltd. BOIL facility was mainly comprised of a vegetable oil refinery, a chemical plant and a coconut oil extraction plant. BOIL started to diversify into different branded customer products. They incorporated Marico Foods Limited in 1988 and shifted the consumer products division of BOIL into it. In the year 1990, BOIL made an agreement with Marico to share its vegetable oil brand Saffola and Coconut oil brand Parachute. The company successfully accomplished several acquisitions in the later years. The most notable one is the acquisition of P & G's anti-lice treatment brand, Mediker in 1999. Marico acquired the Parachute and Saffola brands in the year 2001 from Bombay Oil Industries Ltd. It also entered into skin care industry in 2003 by acquiring Sundari LLC of the USA, a company catering luxury ayurvedic products. The other popular brand acquired by Marico is Manjal, Kerala based herbal bath soap. In this report, we try to understand different marketing parameters on which Marico’s performance can be evaluated like SWOT analysis, PESTEL analysis and Marketing Mix.

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MARKETING REPORT
MARICO-MAKE A DIFFERENCE
Marketing Management-I
Prof. Nirali Shah
Group-3
Alok Kumar Hota UM19136
Biswadeep Ghosh Hazra UM19148
Gudimella Bhargav Kiran UM19153
Manjunatha UM19163
Prangya Smitha Mohapatra UM19171

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EXECUTIVE SUMMARY
Marico is one of the successful Indian conglomerates with its interests aligned with
manufacturing industry and retailing consumer goods in addition to catering services
in the beauty space. The origin of the company takes back us to the year 1948 when
a trading business family, Mariwala based in Mumbai started Bombay Oil Industries
Ltd. BOIL facility was mainly comprised of a vegetable oil refinery, a chemical
plant and a coconut oil extraction plant. BOIL started to diversify into different
branded customer products. They incorporated Marico Foods Limited in 1988 and
shifted the consumer products division of BOIL into it. In the year 1990, BOIL made
an agreement with Marico to share its vegetable oil brand Saffola and Coconut oil
brand Parachute. The company successfully accomplished several acquisitions in the
later years. The most notable one is the acquisition of P & G's anti-lice treatment
brand, Mediker in 1999. Marico acquired the Parachute and Saffola brands in the
year 2001 from Bombay Oil Industries Ltd. It also entered into skin care industry in
2003 by acquiring Sundari LLC of the USA, a company catering luxury ayurvedic
products. The other popular brand acquired by Marico is Manjal, Kerala based herbal
bath soap. In this report, we try to understand different marketing parameters on
which Marico’s performance can be evaluated like SWOT analysis, PESTEL
analysis and Marketing Mix.

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TABLE OF CONTENTS
1) Introduction
2) Information about company
3) Information about Macro environmental trends
4) Information about Micro environmental trends
5) Research Methodology and Data Analysis
6) Critical Analysis
7) Marketing Mix
• Annexure
• References

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1) INTRODUCTION
Marico Limited is one of the few India’s highly successful purchaser items organizations
working in the excellence space. Operating in 25 countries spanning across the growing
markets of Asia and Africa, Marico is known for sustaining numerous brands in the sectors of
skin care, hair care, wellbeing nourishments, consumable oils and texture care. Some of
Marico’s Indian brands are “Parachute, Saffola, Nihar, Nihar Naturals, Hair and Care, Set
Wet, Revive, Mediker and Livon”. The business internationally offers “Parachute, Caivil,
Isoplus, HairCode, Hercules, Code 10, X-Men, Ingwe and Thuan Phat which confine to
satisfying the life needs of shoppers across the whole world”.
Marico Limited, an FMCG giant was found on thirteenth day of October 1988 under the title
of Marico Foods Limited. Later the name was changed to Marico Industries Limited from 31st
October 1989. During the month of December in 1989, following the agreement with M/s.
Rasoi Industries Limited, it bought its unit situated in M.I.D.C Modern Estate, Jalgaon. Next
year, Marico Limited (ML) signed a Registered Users Agreement with Bombay Oil Industries
Limited (BOIL) for the use of brands Saffola and Parachute for a time period of three years
starting from April of the year. A new plant was installed in Kanjikode, Kerala which became
operative from May, 1993. In the year of 1995, ML acquired the SIL brand from KFL for a
compensation of Rs.3 crores. Marico expanded its Sweekar oil brand into two refined oil
passages, Sweekar mustard oil and Sweekar cotton seed oil in 1997. In 1997, Marico setup
two new manufacturing facilities, one in Jalgaon to process the cotton seeds and the other in
Jaipur for mustard oil.
Motive behind choosing company:
Being in FMCG division for only 30 years the organization has extended by gigantic a far
cry spreading its business crosswise over 25 nations. Organization gaining practical
experience in Oil items make organization extraordinary from other FMCG contenders, who
are yet to discover appropriate ground in this division. Parachute, an item which every Indian
may have utilized in their lifetime just couple of realize that has a place with Marico. A
decent item blend and nonstop development demonstrating organization made us to have a
more critical take a gander at organization's by and large.

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2) INFORMATION ABOUT THE COMPANY
MISSION
"Make a difference."
Our sustainable growth story lays on an engaging work culture that urges our individuals to
take total proprietorship and have any kind of effect on our whole business and social
biological system.
VISION
"Transform in a sustainable manner, the lives of all those we touch, by nurturing and
empowering them to maximize their true potential."
The competence of business is in its motivation and not its benefits. Marico today is
something beyond a business and we are guided by the obligation of characterizing, making
and dispersing esteem and the commitment to enable our partners to understand their actual
potential. This common vision gives us a brought together feeling of direction and pledge to
be the best in all that we do.
HISTORY
Marico is a consumer products organization based out of Mumbai, India. It rolls out items
significantly in Health and Beauty care portions. Marico Industries Ltd. began its adventure
in the year 1990 when the shopper items division of Bombay Oil Industries Ltd. (Bubble) was
spun off into a different organization. During that year Marico had consented to an
arrangement with its parent organization BOIL to utilize the Parachute and the Saffola
brands. The organization did its IPO in 1996. In 1999, it had entered a multi-year union with
P&G, to disseminate its Oldspice image items, Pampers diapers, and Ariel cleanser bars.
After 2000, Marico began obtaining items divisions from other FMCG organizations. It
obtained jam, sauce, different leafy foods item division from Kanmoor Foods. It gained the
controlling stake of Sundari LIC, a US-based Ayurvedic skincare items organization (Rural
Marketing: Indian Perspective, p. 151). In 2012, it procured the Halite Personal Care brand of
Paras Pharma from Reckitt Benckiser. Recently, it procured a real stake in Beardo, a men's
prepping organization.
STRATEGY
Marico has identified areas of transformation where it will plan and implement high-quality
process excellence and execution excellence. Marico's strategic pillars on which strategies are
formulated are Innovation, Talent Value Proposition, Go-To-Market Transformation, Growth
of Core Categories and Cost Management.

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STRUCTURE
FLAT STRUCTURE:
Marico has a flat organizational structure comprising of only five levels of reporting between
the Managing Director and the shop floor operator. This flat structure defines the clarity of
roles and it helps in being reactive to the environment. Each member of the organization is
empowered irrespective of the level operating.
1.Profit Centers:
This division produces and markets the leading consumer product brands of Marico like
Parachute, Saffola, Kaya Skin Clinics under the banner of Kaya Skin Care Ltd. These Profit
Centers have their respective sales force, marketing teams, and distribution channels.
2. Finance:
The Finance department of Marico handles the legal, tax, treasury control systems and
management information system support.
3.Human Resource:
Equally important HRD team formulates and builds the strategies for a stable and successful
organization.
SIZE
Marico is categorized as a large enterprise as its annual revenue crosses $1 billion.
PRODUCTS
The organization holds various brands under its flag which incorporates Kaya, Sundari,
Parachute, Nihar, Oil of Malabar, Saffola, Hair&Care, Mediker, Revive, Manjal, Livon,
Sweekar, Set Wet, Zatak, Shanti, Fiancee, HairCode, Eclipse, X-Men, Hercules, Caivil,
Thuan Phat, Code 10, Ingwe, Grace and Black Chic.
MARKETS
Marico is operationally active in twenty-five countries across emerging markets of Asia and
Africa. It has fostered multiple brands in the categories of skin care, hair care, fabric care,
health foods, edible oils and male grooming. Marico’s India business markets household
brands such as Parachute, Parachute Advanced, Saffola, Hair & Care, Nihar, Nihar Naturals,
Mediker, Set Wet, Livon and Revive among others that add value to the life of every one
person in every three Indians.

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MACRO TRENDS – ECONOMIC AND ENVIRONMENTAL
On the large scale financial front, India has been seeing auxiliary switches that open up new
roads for development. The level of youth in the full-scale populace has developed
essentially, with 55% of complete populace being in the age gathering of 25-55. Another
expending class has risen because of the ascent of the administration division and has one of
a kind need. There is an expanding request in the wellbeing categories (skincare and social
insurance). All these have prompted openings in different areas of the Indian Economy.
Marico is advancing techniques to abuse these chances and develop its organizations in the
consideration, human services, and healthy skin portions
A decent monsoon in 2018 and expectations of a good monsoon in 2019 have made open
doors for Marico to change over buyers of free unbranded items to marked Marico items, as
genuine pay of Indian populace is relied upon to develop
Other full-scale monetary components like the subsidence, inconsistent precipitation, curbed
request, and social changes, demonstrations of god may influence the matter of your
organization as additionally industry on the loose
In the course of recent years, Marico has fortified its business essentials by putting resources
into new items and organizations, realigning its portfolio and making a pipeline of new
business and item thoughts through models. With this, Marico is very much set to exploit the
ideal full-scale financial circumstance.
“A business and the environment in which it operates are closely linked to each other. Hence,
we continuously endeavour to be in harmony with the nature to contribute to a sustainable
growth of our planet by reducing the environmental impact at all stages of our product life
cycle from development and design, procurement, production and logistics, sales to waste
and recycling.”
DR.SUDHAKAR MHASKAR
Chief Technology Officer

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3) MACRO TRENDS
On the large-scale financial front, India has been seeing auxiliary switches that open up new
roads for development. The level of youth in the full-scale populace has developed
essentially, with 55% of complete populace being in the age gathering of 25-55. Another
expending class has risen because of the ascent of the administration division and has one of
a kind needs. There is an expanding request in the wellbeing categories (skincare and social
insurance). All these have prompted openings in different areas of the Indian Economy.
Marico is advancing techniques to abuse these chances and develop its organizations in the
consideration, human services, and healthy skin portions
A decent monsoon in 2018 and expectations of a good monsoon in 2019 have made open
doors for Marico to change over buyers of free unbranded items to marked Marico items, as
genuine pay of Indian populace is relied upon to develop
Other full-scale monetary components like the subsidence, inconsistent precipitation, curbed
request, and social changes, demonstrations of god may influence the matter of your
organization as additionally industry on the loose
In the course of recent years, Marico has fortified its business essentials by putting resources
into new items and organizations, realigning its portfolio and making a pipeline of new
business and item thoughts through models. With this, Marico is very much set to exploit the
ideal full-scale financial circumstance.
“A business and the environment in which it operates are closely linked to each other. Hence,
we continuously endeavour to be in harmony with the nature to contribute to a sustainable
growth of our planet by reducing the environmental impact at all stages of our product life
cycle from development and design, procurement, production and logistics, sales to waste
and recycling.”
DR.SUDHAKAR MHASKAR
Chief Technology Office

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4) MICRO TRENDS
COMPETITORS-
The aggressive force in the FMCG part in India is high and organizations need to concentrate
on marking, conveyance and advancement to guarantee their survival. Counter crusading by
contenders could lessen the viability of advancements. Similarly, forceful evaluating
positions by rivalry have the capability of making an interruption. Marico has as of late
entered classifications, for example, mass healthy skin, breakfast oats, hair styling, post-wash
leave-on conditioners, deodorants and hair hues where the focused power is generally higher
when contrasted with the sections it has been working in until now, for example, coconut oil,
hair oils and refined consumable oils.
CUSTOMERS-
Alongside Indian clients, in global markets too Marico has deliberately taken into account
clients who have a place with different societies and shopper propensities by altering its
items. For Example, “it offers perfumed oils to customers in Bangladesh and less sticky hair
creams and hair oils to Arab in the Gulf”.
Marico has exhibited its capacity to make new specialty classifications that don't have any
items contributions to serve the client's need. For Example, the deep-rooted propensity for
Indians of starching texture in high temp water exhibited a chance to make another class of
moment cold water starch and Marico propelled its image Revive to serve this market
opportunity. Thus, with Mediker, the organization made another new class of hostile to - lice
oil. Both Revive and Mediker have proceeded to end up overwhelming players in their
separate classifications and face restricted challenge.
SUPPLIERS AND DISTRIBUTORS-
In the Indian market, Marico's key quality is its broad appropriation organize that connects
about 1.7 million retail outlets spread the nation over. The dispersion system involves 5 local
workplaces, 30 organization stops and 6 transfer deals operators that supply to 850 merchants
in the urban zones and 11 super wholesalers in the provincial zones. The super merchants
administration in excess of 2600 stockists. Marico has a promoting and distribution coalition
with Indo Nissin Foods for Top Ramen.
Marico's assembling offices are situated at Jalgaon, Saswad, Sewreein Maharastra,
Palakkad(Kerala), Ponda(Goa) and Dehradun (Uttaranchal). It additionally gets its items
made through subcontractors. The organization has three auxiliaries. These incorporate
Marico Bangladesh Limited that makes and sells marked coconut oil in Bangladesh, Kaya
Skin Care restricted that gives skincare administrations and retails items and Sundari LLC,
USA for carrying on Ayurvedic skincare items.
“By maximizing our associates’s potential across the supply chain from farmers to suppliers,
packaging developers, distributors, and retailers- we create healthy partnerships that
improve the growth and sustainability of our businesses, yielding higher profits”
JITENDRA MAHAJAN,Chief Supply Chain Officer

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5) RESEARCH METHODOLOGY AND
DATA ANALYSIS
PRIMARY RESEARCH
It is a new kind of research that is carried out amongst the varied audience by involving
various surveys and questionnaires to get answers and preferences from the audience. Based
upon the data collected, the company gets an approximate idea about the consumer’s
preferences and their choices and the new trends in the market.
There are 5 stages to a successful primary research work that leads to a concrete and stable
results:
1. Floating surveys to get varied response from a large group of audience
2. Identifying the target audience
3. Interviewing the exhaustive audience
4. Collecting data points from the responses recorded
5. Critical analysis of the data to get an idea of the consumer’s preference.
We began our primary research by floating a survey to get an overview of the audience
pertaining to the Marico products and this is the response we got:
As per the data analysis from the responses received from the varied people, we get an idea
that most of the males ranging from the age group 18-25 have an inclination towards the
Marico products.

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On interviewing the target audience, we found that most of the people prefer using coconut
oil amonsgt all the products available in the market.

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On doing in depth interview with few of the people, we concluded that people prefer
parachuteoilbecauseofitsqualityandcheapratesatwhichitisavailableinthemarket
Moreover, Marico’s products are now expanding their vision to the male fraternity by
extending their market to grooming male pertaining to their wellness and as per the new
analysis the market is picking up at a fast pace.
Not only this, but Marico also has a dynamic impact on the family’s daily life by being an
essential part of it. As per the analysis , 70% of the homes use Marico oil products fo cooking
owing to its legacy, trust factor and the quality it provides.

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However, Marico needs a strong edifice when it comes to skin care products. As per the data
collected, users are not much aware of the skin care prodcuts that are available because of the
lack of promotion in the market.
Hence Marico can adopt the following methods to create its impact on the skin care market:
1.Awareness- Make a celebrity as the brand ambasaddor to create a buzz among new
customers
2.Incentive and discount-At the initial stage, to attract more audience one can give sashes as a
trail to allure the audience

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SECONDARY DATA AND ANALYSIS
As per the annual reports, 1 out of every 10 people use Nihar Shanti Amla oil owing to
legacy and brand that it has created for ages.
Not only this, the use of saffola at domestic homes has risen drastically and the
complete credit goes to the emotional touch it gives to the audience through its
advertisements.

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6) CRITICAL ANALYSIS
SWOT ANALYSIS
STRENGTHS
Strategy-
The portfolio of Marico's products has brands consists of Edible Oil, Hair Oils, Skin
Care, Fabric Care, and so on. Popular brands, good brand perceivability and astounding
advertising of products has prompted strong brand steadfastness. Marico is spread in
excess of 25 nations crosswise over Asia and the African landmass. Marico caters to
over 2.5 million outlets and around 130 million clients. In most recent year and a half,
the company has acquired 8 different companies in India and abroad too. Thanks to
Parachute, Marico has now become a household name in the country. Parachute started
with only a hair oil product and then diversified into hair serums, hair gels etc.
Targeting
Marico targets niche segments throughout the country. For example, Medikar is a brand of
ayurvedic shampoo and soap that acts as a natural lice remover, Livon provides silkier and
smoother hair and Saffolla keeps the heart healthy. All these products operate in a cut throat
competitive market with many different brands from other companies. But Marico has carved
a niche for itself in these categories
Unwanted categories-
The products which are considered as fringe categories by other companies are considered to
be primary products by Marico. Some of the examples of these products are- Ethnic Hair,
Anti-Lice shampoo, Fabric Conditioners etc. This strategy has helped Marico penetrate into
the urban and rural areas alike.
WEAKNESSES
Failed Products
Marico has a number of products under its basket which have failed to appeal to customers.
Some of them include Parachute Hot Oil, Saffolla Snacks, Saffolla Zest, to name a few.
Premium Image failure

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Marico has failed to gain a foothold in the premium market as consumers see Marico as a no
premium brand that costs less but adds value to their lives. Investments in diversification has
been proving costly for Marico
Decreasing Market Share
Market Share of Marico Limited is constrained because of the essence of other solid FMCG
brands. Marico's items have hardened challenge from other huge local players and universal
brands. There is a wide distinction for the organization to cross over any barrier as far as a
piece of the overall industry.
Financials
The organization's present proportion of i.e 2.72 shows that the organization didn’t
distributes its assets appropriately. The steady abatement in the organization's gaining
per share proportions demonstrates that the organization isn't paying the profits to the
investors appropriately.
OPPORTUNITIES
Marico can tap provincial markets and in urban regions to expand its entrance and deals.
It can converge with worldwide and domestic companies to reinforce the brand and can
likewise procure enormous brands under their organization. Marico can also expand into
upcoming markets like Vietnam, Bangladesh, Egypt etc.
THREATS
There has been Intense and expanding rivalry among other FMCG organizations. Due to FDI
in retail in this manner, there has been increment in recompense of universal brands. Rivalry
and impersonation of the items from unbranded and nearby brands. Ill-advised instalment of
the profits to the investors may result as a risk to the organization.
PROFIT ANALYSIS
Operating profit margin is a measurement of the proportion of a company’s revenue that
is left over after getting paid for production costs such as salaries, raw materials and
administrative costs. The Operating profit margin has decreased from 17.69 in
Mar'18 to 16.39 in Mar'19 Quarter. Net profit margin is derived by deducting non-
operating expenses such as finance costs, depreciation and taxes out of operating profit

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and it shows what is left for the shareholders as a percentage of net sales. Net profit
margin has increased from 13.89 in Mar'18 to 18.95 in Mar'19 quarter. These ratios
together help in understanding the cost and profit structure of the firm and analyzing
business inefficiencies.
Following is the P/L Statement for Marico as of 31st
March, 2019
PESTLE ANALYSIS
Political
• Political stability in India through the action of a strong central government
• Expansion to countries having good relations with India
Economical
Conversion of unorganized retail sectors to organized through which rapid growth will be
possible
Social

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The steady increase in the disposable income of the people falling in the middle-class
category
Technological
Focusing on digital revenues of marketing and selling and solving consumer grievances
through technology
Legal
Legal issues pertaining to trademark infringements and public relations
Environment
Sustainable initiatives and environment protection
7) MARKETING MIX
PRODUCT
Marico has a diverse range of products under its portfolio. Its products can be divided into
two sectors- The Indian Sector and The International Sector.
The Indian brands under Marico are-
Hair Oil
i) Nihar Naturals Hair Oil
ii) Parachute Hair Oil
iii) Parachute Advansed Jasmine Hair Oil
Coconut Oil
i) Parachute Coconut Oil
ii) Nihar Naturals Coconut Oil
Hair Serums
i) Livon Silky Potion Hair Serum
ii) Hair & Care Silk n Shine Hair Serum
Antihairfall Oil
i) Livon Hair Gin Tonic
ii) Parachute Advansed Ayurvedic Hair Oil
iii) Parachute Advansed Ayurvedic Gold Hair Oil
iv) Parachute Advansed Scalp Therapy Hair Oil
Male Grooming Products

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i) Parachute Advansed Men Hair Cream
ii) Set Wet Beard Styling Gel
iii) Set Wet Deodorants
iv) Set Wet Styling Gel
Wellness Products
i) Saffola Oils
ii) Saffola Multigrain Flakes
The International Brands under Marico are-
i) Parachute Advanced Body Lotion (Bangladesh)
ii) Boss (Vietnam)
iii) Hercules (South Africa)
iv) Saffolla (Worldwide)
v) Caivil
vi) Isoplus
vii) HairCode
viii) Code 10
ix) X-Men
x) Ingwe
xi) Thuan Phat
PRICE
Marico with its value priced products have emerged as a leader in the oil sector (edible oils
and hair oils). With the entry of multiple players like Patanjali, in niche segments like
Ayurveda, Marico has to maintain competitive pricing strategy to remain a market leader in
the FMCG sector.

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PLACE
Marico acquired Nihar in India, Black Chic and Hercules in South Africa, and Fiancee and
Hair code in Egypt. Marico has implemented the ONE methodology which stands for Outlet
Network Expansion to aim an increase in the direct coverage in the top metro cities of India.
The ONE program aims increased retailer outreach and convenience and access to
promotions. If Marico wants to be a global brand, it needs to work on countries like Egypt,
Bangladesh and Vietnam first and establish a stronghold in these countries before jumping
onto developed countries.
PROMOTION
Marico uses a mix of TV, billboard, online, print media, and other channels in its marketing
mix. Marico also makes use of celebrities to endorse its products like Ranveer Singh for Set
Wet, Vidya Balan for Nihar, Deepika Padukone for Parachute etc. Some of its famous
campaigns are-
• Saffolalife- #protectherheart
• Parachute Advansed - #KhulKeKheloHoli
• Nihar- #I am capable
• Hercules Smart School Campaign in South Africa
• Nihar- Dikho Khoobsurat, Karo Khoobsurat
• Saffola Masala Oats- Chef’s Choice campaign
Annexure
Questionnaire:
1) Gender
2) Age Group
3) Which Marico products they use
4) Which hair oil and hair serum they use
5) Which cooking oil they use
REFRENCES
1)Google forms for primary research
2)https://marico.com/india/about-

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us/overview
3) https://www.ibef.org/download/Marico.pdf
4) https://marico.com/page/DigitalReport2017-2018/
5) https://marico.com/investorspdf/Annual_Report_2017.pdf
6)Management_Discussion Analysis.pdf
7) https://www.slideshare.net/sawatiyadav/marico-industries-limited
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