Marico Bangladesh Limited is a wholly owned subsidiary of Marico Limited, an Indian consumer goods company. MBL operates in Bangladesh and has emerged as one of the fastest growing FMCG companies in the country. It holds a number of leading brands such as Parachute coconut oil, Saffola edible oil, and Hair & Care hair oil. While focusing on organic growth, MBL has also pursued inorganic growth through acquisitions. Its customer-centric approach and expansion of distribution networks have contributed to its rapid 37.71% annual growth over the past 8 years. However, MBL faces threats from increasing competition and potential economic downturns that could reduce consumer spending power.

1. Name ID
SAMIUR RAHMAN 1431196030
ANZEER BINTE MUSTAFIZ 1431225030
ERTIFA TASNIM 1510673630
SADMAN YASIR 1512374030
TABASSUM TAZRIN KABIR NIKITA 1530109630
Md. JUNAYED AMIN SHUVO 1610464030
Md. OSMAN HOSSAIN SHAFIM 1620860030
NAFIUL ISLAM 1621249030
AHMED HOSSAIN 1631815600
MRIDUL SAHA 1711627030
FINALREPORT
MGT489.1
Submitted to
Samuel Mursalin (SMM4)
Lecturer
Department of Management
North South University
Submitted by

2. Acknowledgement
We are indebted to many people for providing us encouragement and support during our learning
and working while making this report.
We are very much grateful to Mr. Samuel Mursalin, our respected course instructor of MGT489
who assigned us this challenging work. He always guided us to take and overcome this challenge
successfully. Without his help in every step it was quite impossible for us to finish this report
properly in time.
At every moment we remember all of our classmates who really encouraged us in every stage of
this project with their support which really helped us a lot.
Also we are grateful to all the fellows who provided us with their utmost effort. Without their help
it would not have been at all possible. They have provided with all the information and also
supported us a lot.

3. August 22, 2019
Mr. Samuel Mursalin
Lecturer, Department of Management
School of Business and Economics
North South University, Dhaka.
Subject: Letter of Transmittal for submitting the report on MARICO.
Dear Sir,
We have worked on “MARICO” which was given by you. This report has given us the opportunity
to think realistically and work as a team to find out creative idea and solution. Thank you Sir for
assigning us with such a brand like this.
It is great pleasure to accomplish and submit report before you for your kind evaluation and
necessary action.
Sincerely yours,
SAMIUR RAHMAN
ANZEER BINTE MUSTAFIZ
ERTIFA TASNIM
SADMAN YASIR
TABASSUM TAZRIN KABIR NIKITA
Md. JUNAYED AMIN SHUVO
Md. OSMAN HOSSAIN SHAFIM
NAFIUL ISLAM
AHMED HOSSAIN
MRIDUL SAHA

4. Table of Contents
Company Overview................................................................................1
Detailed Description of the line of Businesses ......................................3
Company Analysis SWOT .......................................................................5
Competitor’s Analysis ............................................................................8
Corporate-Level Strategies.....................................................................9
Business-Level Strategies.....................................................................11
Functional-Level Strategies..................................................................13
Recommendations ...............................................................................15
References............................................................................................16

5. 1 | P a g e
Company Overview
Marico Limited is an Indian consumer goods company providing consumer products and services
in the areas of Health and Beauty based in Mumbai. During 2015, the company generated a
turnover of Rs. 5,733 crore. In 2018 the company generated a turnover of ₹.6300 crore. Marico
has 8 factories in India located at Pondicherry, Perundurai, Kanjikode, Jalgaon, Paldhi, Dehradun,
Baddi and Paonta Sahib.
In Bangladesh, Marico operates through Marico Bangladesh Limited, a wholly owned subsidiary.
Its manufacturing facility is located at Shirirchala, in Dhaka Division.
Marico Bangladesh Limited (hereinafter referred to as MBL), a wholly owned subsidiary of
Marico Limited, India, (hereinafter referred to as Marico), is one of the front footer in the Fast
Moving Consumer Goods (FMCG) market in Bangladesh. It was incorporated on 6 September,
1999 under the Companies Act 1994 as a private limited company with an authorized and paid-up
capital of Tk. 10.00 million and went into commercial operation on 30 January 2000 with its
flagship brand “Parachute Coconut Oil”. However, it has increased Authorized and Paid-up
Capital to Tk. 300 Million and Tk. 90 Million respectively on 18 September 2008 and converted
into a public limited company on 21 September 2008. Again it has increased authorized and paid-
up capital to Tk. 400 million and Tk. 283.50 million vide special resolution passed in the extra
ordinary general meeting held on 31 December 2008. Within a couple of years Parachute Coconut
oil captured a significant market share in Bangladesh and at present it holds 72% market share of
branded coconut oil market in the country. Recently its “Parachute” brand was awarded as the 6th
Overall Best Trusted Brand out of 849 Brands (both local and MNCs) operating in Bangladesh
and 3rd Best Brand in the FMCG category by Bangladesh Brand Forum, an affiliation of Singapore
based Brand Forum.
The organisation holds a number of brands including Kaya Limited, Parachute, Saffola,
Hair&Care, Nihar, Mediker, Revive, Manjal, Livon, Set Wet, Zatak, Fiancee, HairCode, Eclipse,
X-Men, Hercules, Caivil, Code 10 and Black Chic. Marico's brands and their extensions occupy
leadership positions with significant market shares in a number of health and beauty areas. Marico
has a significant presence in Bangladesh, South East Asia, Middle East, Egypt and South Africa.
Marico reported a net profit of Rs 573 Crore in 2014-15. Indian expatriates in the Middle East had

6. 2 | P a g e
been smuggling Parachute oil with them for their daily use when export of the oil was restricted
prior to the 1991 economic liberalization. Marico decided to try to sell products in that market
after liberalization, but found that Arab customers did not like the scent of coconut, wanted a less
sticky hair product, and needed a product to counteract the high level of chlorination in their water.
When Marico reformulated its product, its market share in the Middle East grew from 2% in 2002
to more than 20% by 2008. Marico's sustainable growth story rests on an empowering work culture
that encourages our members to take complete ownership and make a difference to the entire
business ecosystem.
Marico Bangladesh Limited (MBL) has tripled its turnover in 3 years, and achieved what very few
FMCG companies would have been able to pull off-37.71% compounded annual growth over past
8 years. By looking beyond the traditional FMCG space and seeking focused avenues for growth.
Transforming consumers from non-branded to branded coconut oil offering purity. From a small
player to a 3rd largest FMCG multinational company. Marico Ltd. Did not just focus not on organic
growth but also in-organic growth. Their large investment in brand building, 360 degree approach
in marketing and expansion in distribution too has contributed rapid growth.
Today, Marico Bangladesh Limited has emerged as the fastest growing FMCG Company. Their
approach to the market with uncommon sense has helped us challenge the norm to push the
boundaries of our existing businesses and set up new ones. By tapping into the minds of consumers
and gaining a deeper insightful understanding of what they really seek, Marico Ltd. able to identify
opportunities and create categories where none exist. With their acquisitions they demonstrated an
entrepreneurial leap into larger FMCG categories. The success key of Marico Ltd is Continuous
improvement of performance standards and capability building for sustained long-term success.
Their thinking is always customer centric.

7. 3 | P a g e
Marico Company Analysis
Detailed Descriptions of the line of Businesses
In recent times, Marico can be marked as one of the India’s leading company. It has its core focus
on delivering leading Consumer Products and Services; it mainly has its concentration in the
beauty and wellness segment of the market. They tend to do business in such a way so that it
enhances and creates a difference in both their internal and external stakeholders’ interest at a
larger scale.
Taking into account Marico’s business model, it mainly highlights on focus growth including all
the brands it holds under its umbrella, whether it is related or unrelated diversification. Marico
aims in constantly improving the value proposition it promised on delivering to its consumers.
Economics of scale is another benchmark that Marico always tries to keep a foot in; market
expansion and the reach of retailer are the key areas where they want to hold onto their interest as
much as possible as these at the end helps them to reduce the cost structure. This lead Marico to
expand, and currently they are operating in more than 25 countries. The list does not includes the
developed countries but also many emerging markets in Asia and Africa. In many cases, marked
as First-Mover, helping them to stay above from their competitors by the cost advantage that a
First-Mover holds.
Marico has a wide range of products/ services, it has sustainably has multiple brands. The lists is
stated below,
 Marico’s Indian business markets consists of brands such as Parachute, Parachute
Advance, Hair & Care, Nihar, Nihar Naturals, Livon, Saffola, Set Wet and Mediker.
 The International business offers unique brands such as Parachute, HairCode, Hercules,
Fiancée, Caivil, X-Men, Black Chic, Code 10, Ingwe and Thuan Phat that are localized to
fulfil the lifestyle needs of international consumers.
Marico’s annual turnover in the year 2016-17 was INR 25,000 crore, “Be more everyday” is the
tagline of the company.

8. 4 | P a g e
While keeping the attention in focused growth, Marico targets to be known as the Market Leader.
It is not only focusing to be the leader in only one segment, rather aims to be the leader in each of
the businesses it is currently working in. It plans in doing so by understanding the needs and wants
of consumers at the very level best, setting new benchmarks in ensuring quality of Products and
Services through the process of continuous learning and innovating every now and then. The
concept of “Feedback Loop” is something that is inherited in Marico’s Culture, making sure the
alignment of the Business Model in every aspect is always in the right track. Market surveys and
understanding the needs and wants of the customers precisely is highly highlighted in Marico’s
Culture.
The company itself consists of a wide range of products as stated above, it is nothing but reaching
out and creating such a market place so that even with one product/ service it can target multiple
customer groups reflecting on their income level. It is more important to keep customers belonging
from high-end to low-end, to make them stay under their umbrella.
Below is a list of Brands that Marico holds:
PRODUCTS BRANDS
Coconut Oils Parachute
Edible Oils Saffola
Hair Oils Hair & Care
Fabric Care Products Nihar
Healthy Foods Shanti
Soaps Mediker
Baby Care Products Revive
Male Grooming Products Manjal
Female Beauty Care Products Setwet, Zatak, Livon, Kaya
Table 1: Product Lines of Marico

9. 5 | P a g e
The different brands that Marico holds fall under different pricing model, trying to reach more and
more markets. Changing the quality, ingredients, materials used in making the same product in
order to ensure that it goes hand in hand in the “International Market” as well as catching new
customer group.
Customer-Value lifetime is another issue that made what Marico is today. The concept of retaining
customers as much as possible is a trigger factor for Marico. The Product Bundling offers,
discounts all made Marico grow with its wide range of products.
 Parachute is the most satisfied Brand/ Product, followed by Saffola, Silk & Shine Hair &
Care, and Sweekar Edible Oil & after Shower Gel.
Company Analysis SWOT
SWOT analysis involves an examination of a firm’s strength, weakness opportunities, and threats.
It helps to guage firm’s ways to take advantage of its competitive benefits or defend against its
weakness. Strength and weakness involve characteristic the firm’s internal talents or lack thence.
Opportunities and threat include external state of affairs like competitive forces discovery and
development of latest technologies, government laws and domestic and international economic
trends. The strengths of a corporation offer the firm a comparative advantage within the market
place. Perceived strength will embody sensible client service or robust money resources.
To remain strength they need to still be developed, maintained and defended through prudent
capital investment policies. Weakness result once competitors have probably exploitable benefits
over the firm. Once weaknesses ar known, the firm will choose ways to mitigate or correct the
weakness. Opportunities or environmental factors that favor the firm will embrace a growing
marketplace for the firm’s merchandise, shrinking competition favorable rate of exchange shifts a
money community that has confidence within the outlook for the trade or firm or identification of
a replacement market or product section. Threats ar environmental factors that may hinder the firm
in achieving its goals. it'd embrace a fastness domestic economy, extra government regulation a
rise in trade competition, threat of entry , patrons or suppliers, seeking to extend their negotiation

10. 6 | P a g e
power or new technology that may absolute the industry’ s product. Now we discussed the SWOT
analysis on the concept of our MARICO Company. At first, we describe about strength of the
company and so on.
Strength:
 Brand image: Firstly, MARICO has stayed in the local market in Bangladesh and also in many
other different countries for many years. So, they are so experienced and positioned in people’s
mind deeply. Every customer in all countries is aware of MARICO. MARICO portrays
different kinds of products which are already exist in the market and people love it. So, there
is strong brand favorite for MARICO over other substitutes in the mind of a huge amount of
consumers in the local market.
 Superior quality control measures: MARICO keeps and controls the higher quality of the
product. It is the policy of farming marketing company limited to market products of
dependable quality at home and abroad as per would standards formed by in agreement with
good trade practices.
 Integrity: MARICO believes success depends upon the standard and worth of their
merchandise by providing a secure, wholesome economically economical and healthy
surroundings for his or her customers and by providing a good come to their investors whereas
maintaining the best standards of integrity.
 Market share: Variety of the products leads in the share market and increasing the market
share.
 Customer satisfaction: MARICO exist in the market, means customer will consume their
product. They launch variety of their product and the price of the product is measurable. So,
the customer is well satisfied with the product.
Weaknesses:
Limited decision taking capacity: The Company is existing under the rules and regulation of
corporate company. So, they cannot take the large decision because they do not have that power.
Price disadvantage: Expensive raw material leads to sometime difference in price of products.
Price of the raw material which is the key ingredient of their product line, is comparatively

11. 7 | P a g e
expensive than that of their competitors in the local markets especially the emerging ones. So, this
makes their product a high cost then most of their competitors.
Consumption per capita: For example: - Bangladesh has the lowest per capita consumption in
the world. So upper class and middle class can bear the MARICO product but the lower-class
people cannot bear it.
Lack of geographical coverage: Due to lack of communication the company cannot reach to the
geographical zone to produce the product in a low price.
Opportunities:
 The agriculture sector is the major sponsor to GDP. So, MARICO produced canned fruit
and vegetables, mushrooms etc.
 The crop production system is highly labor concentrated and there is an plenty of labor in
the country.
 Through the production of the product the employment opportunity is increased in all the
countries.
 Producing the good product creates a great opportunity to attract the foreign investors.
 Improvement of the effective distribution system can be done.
 They can make survey to produce an effective product.
Threats:
 Hesitation in receiving fair prices
 Most of the products are perishable. So it has to be preserved system is a problem.
 Insufficiency of proper technology.
 Want of mandatory capital.
 Sold market share.
 Key continued economic depression.
 Reduces of customer for low quality of the product.

12. 8 | P a g e
Competitor’s Analysis
Marico India Ltd governs over 70% of its income from wholesome oils and near about 20 % of its
profits from hair oils. Saffola and Parachute amongst the famous brands has attained several
comprehensive brands like Camelia, Aromatic and many more. Marico also provides skin care
services through Kaya Clinics in India and UAE which adds to around 7% of its deal shares.
Marico also has a solid supply system because of which it even had distribution privileges of some
of the products of P&G (Marico, 2019)
Some of the major competitors’ are-
1. Hindustan Unilever Limited (HUL)
2. Dabur India
3. Procter & Gamble Co.
4. Godrej Consumer
5. Colgate-Palmolive
Some biggest rivals’ analysis has been done below-
1. In India, Hindustan Unilever Limited (HUL) being the biggest FMCG Company
constitutes 13% of the industry and has high market capitalization with the best possible
income turnover and excessive internet profits. It also has a market portfolio of
20 tremendous categories with a principal portion of the income coming mainly from
soaps and detergents, personal goods and beverages (Marico, 2019).
2. Dabur India focuses on main consumer products of hair care, oral care, skin care and it
has 5 flagship bands with separate brand names such as, Dabur and Vatika-Dabur that
focuses on more on the healthy, natural products and Vatika for premium personal care.
Additionally, it has a huge distribution system covering 2.8 million trade channels with
high dispersion in both urban and rural marketplaces (Marico, 2019).

13. 9 | P a g e
3. P&G Hygiene and Healthcare (PGHH) is a 69% holder of the FMCG chief - P&G, US.
The two-product company is taking over the market strongly- 'Vicks' in the medical
section and 'Whisper' in feminine care section. The company's parent has two other 100%
holdings in India, which have recognized products in the shampoo segment (Head &
Shoulders, Pantene, Rejoice) and detergents section (Ariel, Tide). The company's parent
recently acquired the shaving products major, Gillette, and has ousted Unilever to take the
topmost slot in the worldwide FMCG space (HYGIENE, 2019)
4. Godrej Consumer Products Ltd. (GCPL) mainly concentrates in personal wash sector
through its (Cinthol, Fairglow, and Godrej No.1) soap products extended in to domestic
goods in a large way in FY11 through the Sara Lee union. The company now grosses an
ample 47% of internal returns from repellents and other home care goods while around
35% and 11% of sales are reaped from soaps and hair color sectors. GCPL has assimilated
a number of foreign personal care varieties such as UK-based Keyline Products and South
African hair colour brands Rapidol & Kinky, Pesticides Company Megasari founded in
Indonesia, hair colour corporations Issue group & Argencos in Latin America & personal
care firm Tura in Nigeria. Overseas sales account for 39% of consolidated sales
(CONSUMER, 2019).
5. Colgate exists as oral care, personal care and household care items with solely oral care
paying more than 90% to total takings. Colgate governs in this essential business with
market stocks of 54.5% in toothpastes and 38.2% in toothbrushes. The establishment has
harvested 26.2% share in the evolving mouthwash group. Personal care goods include
shower creams, toilet soaps, fluid hand washes, shaving brushes & ointments sold
typically under the Palmolive brand. In the household section, Colgate markets dish-
washing cleansers under Axion brand (COLGATE, 2019).
Corporate-Level Strategies
Marico desire to try a new hat which committed itself to a different, more vibrant and personality.
Marico Company known for its steadiness. Marico is a fast moving consumer goods industry. The
products include like toiletries, soap, cosmetics, tooth cleaning, shaving products, detergents,
personal care products like hair oil, deodorant, cooking oil, breakfast items , etc. In India Marico

14. 10 | P a g e
creates employments for more than 3 million people and also contributed to economy. India
Forbes, E.C (2013, August) Marico Unique Paras strategy. Retrieved from www.forbesindia.com
Mario first entered into oil market by agreement with boil for the use of its coconut oil brand
parachute and vegetable oil Saffola. After that Marico made several acquisition. The most
prominent amongst these is the acquisition of Procter and Gamblers anti-lice treatment. In 2001
Marico acquired the Parachute and Saffola brands from Boil.
Marico value known as valued to goods provider to consumer. Marico joint venture and
acquisitions with Hll, Adani and Sundari. Meet the growing demands of edible oil in India by
sustained expansion in capacity.
Horizontal integration: Marico first enter into skin care market and first acquisition in
developed country. Marico ventured into skin care products in 2003 through its horizontal
acquisition of 70.5%. Sundari is manufacturers of luxury ayurvedic product. Sundari
embarked in USA by acquisition and spread to European cities as a specialized range of
skin care products and popular ayurvedic skin care solution. Savant. K, Praha. J,
Chattered. A, Harry. B. The Rise of Indian Multinationals. (2010).
Acquisition: acquisition are the main drivers of its region and international expansion.
Marico emphasis on growing fast or capture international market through acquisition.
According to its chairman Marico focused on wellness or organic food and beauty care
products in international market or to expand with variety of goods and services through
acquisition. They captured most of the international market through acquisition for an
example in Thailand, Malaysia, and Singapore.
Marico has acquired with two hair care brands in Egypt. Further it has acquired with three
Bangladeshi soap brands company and skin care brands Derma RX in Singapore via
wholly owned subsidiary kaya LTD Marico recently acquired the Malaysian brand code
10. 85% of state in international costumers Product Corporation of Vietnam to expand its
presence.

15. 11 | P a g e
Business-Level Strategies
Marico has multiple brands under its umbrella since it launched its new product Hair & care in
1991, after its birth in 1990. Now it is operating in different category of beauty and wellness like
hair care, skin care, edible oil, health food, male grooming and fabric care. At the same time it is
operating in international market and doing business in emerging market of Asia and Africa like
Bangladesh, Vietnam, Malaysia, Myanmar, South Africa, Mena etc. Some of its product are very
premium like Hair & Care Fruit Oil, X-men range, Code 10, Caivil, Black Chic, Ingwe etc. and
some are standard. And in the international market Marico offers localized product to fulfill the
lifestyle of international customer.
Segmentation strategy: Marico follows segmentation strategy and has different offerings for
different segment. Marico offers many product under Saffola brand for people who constantly
struggle to stay fit and adopt healthier habits to make their health journey enjoyable and easy. The
brand Parachute advance inspires people to invest in relationship and step outside of self-doubt.
Set Wet offers deodorants, gel, beard oil, hair wax for men who are attention seeker and X-Men,
Marico’s premium Fragrance, for young people who want to be successful. Marico also offers anti
hair fall for peoples concern of hair, Livon Serum for millennials girls who are highly conscious
of their hair style and appearance. Basically Marico offers different type of product like hair oil,
skin care, deodorants and foods etc. for different segments.
Broad differentiation: Marico is good at differentiating its product from its competitors which is
one of its distinctive competency. Some of its products are the market leader, like Nihar Shanti
Amla Badam, Parachute Hair oil etc. as it provides the best quality. It also has some offering for
premium segments and also offers localized product in the international market. Marico also
ensures the availability of its products in the retail shop, for this they has very good distribution,
which is one of its distinctive competency as well.
Though Marico differentiates its products, but it is able to offer in low price. Being the market
leader in many segment and as its segments are large enough Marico enjoys economies of scale
that make it charge low price for quality product. So as Marico has these advantage it follows
broad differentiation strategy for doing international business.

16. 12 | P a g e
Cost Leadership: Marico is a leading Indian Group in Consumer Products & Services in the
Global Beauty and Wellness market. Marico’s products and services in hair care, skin care and
healthy foods generated a turnover of about Rs.23.9 billion
during 2008-09. Marico markets well-known brands such as
Parachute, Saffola, Sweekar, Hair & Care, Nihar, Shanti,
Medikar, Revive, Mahjal, Kaya, Aromatic, Fiancee, Hair Code,
Cavil, Code 10 and Black Chic. Marico’s Brands And their
extensions occupy leadership positions with significant market
shares in most categories such as Coconut oil, Hair oils, Post
wash hair care, Anti-lice Treatment, Premium refined edible oils, niche fabric care etc. Marico is
low cost leader in these markets via these branded products. Price based competition is so severe
that is a big.
Competitive Advantage: Marico is committed to improving the quality of people’s lives through
branded products and services providing the best user experience possible. With increasing
popularity in skin care products and services and healthy foods, Marico sees an opportunity to
create new business opportunities in skin and health care markets for the potential customers. The
Company operates in two industries: Branded Products - the Fast Moving Consumer Goods
(FMCG) industry and Branded Services (Skin Care Services industry). The FMCG industry has
segments like Personal Care, Detergents and Soaps, Skin Care, Hair Care, Health and Hygiene
Products, Oral Care, Refined Edible Oils, Coconut Oils, Dairy Products, Foods and Beverages etc.
The FMCG industry is one of the largest in India, with an annual estimated turnover of Rs. 480,000
million. The organization is setting up a cell for examining information. As of now, Indian retail
deals with a huge measure of information, which is not used to its maximum capacity. The
organization in this way is banding together with new businesses, which could conceivably enable
it to break down information significantly more adequately. The organization has perceived that
purchaser conduct investigation is undeniably more valuable than directing reviews. As indicated
by the board, loyalty programs will be offered on a lot bigger scale going ahead.Operates in
geographic hubs leading to supply chain and media synergies.

17. 13 | P a g e
Functional-Level Strategies
 Material procurement: Acquisition manages the sourcing exercises, arrangement and key
determination of products and administrations, which are generally urgent to an
organization. It is the most significant exercises in each assembling organization. The item
quality relies upon great quality crude materials. On the off chance that the organizations
guarantee the most elevated amount of crude materials so the association can make a
respectable quality thing. Marico Bangladesh source a portion of their crude materials from
outside nation like Japan, Chain, India, Vietnam and Malaysia. At the purpose of import,
they are paying higher appraised obligation, VAT and Taxes which increments our costs
and this is likewise a shortcoming. Marico guarantee top notch crude materials with the
goal that they can provide best quality product for customers.
 Human Resource Management: The Human Resources Department is the one wherein
the planning and progression programs are completed. Alongside other HR abilities,
arrangement and progression have become a basic portion. Those days passed when the
planning was viewed as pointless, a pointless activity, resources and money. Nowadays,
arrangement is hypothesis in light of the way that divisions, for instance, shows and
organizations, HR, creation, reserves, and so on, rely upon readiness for their survival.
Likewise, Marico is certain that the arrangement is a mind blowing organization and
weapons against less productivity. Along these lines, to finish the fruitful HR activities of
the official, the affiliation must have an incredible readiness and advance game plan to
refresh the abilities and data of the agents as indicated by the requirements of the
associations. This would induce the agents to satisfy the fates of the affiliation and,
subsequently, to increment its element of work consistence. Already, the readiness and
improvement program was utilized to concentrate basically on particular abilities for
mechanical production system laborers or for individuals working for gathering
associations. Nowadays, such particular readiness isn't sufficient. Associations must adjust
to new mechanical changes, grow new components, give a prevalent nature of the
executives and increment proficiency to remain forceful. Moreover, delegates need
aptitudes in gathering development, fundamental initiative, correspondence, advancement,
PC, and so forth. Likewise, now and again they should sit down with senior administration
and perceive the significant abilities and figuring out how to accomplish the association's

18. 14 | P a g e
indispensable objectives and destinations. Now and again, the managers gain some ground
for what's to come headway of the delegates. It is conceivable that these improvement
activities won't support them in their current place of employment; however, later, these
workers will become organizational advantages and will assume a crucial job to improve
and expand the profitability of the organization.
 Marketing: To accomplish an objective market, Marico utilizes three kinds of display
channels. Marico employments correspondence channels to send and get messages from
objective purchasers. The organization utilizes a few type of direct promoting, for example,
individual selling, Catalog Marketing and phone advertising. Direct promoting results in
progressively effective selling and lower cost, which change into lower cost for client,
giving balanced with client. This enables the organization to respond promptly with
interest. They fuse archives, magazines, programs, radio, TV, mail, phones, sees, flyers,
CDs, sound tapes and Internet. Past this, the trades are transmitted through appearances
and apparel, the nearness of purposes of offer and various techniques. Marico incorporates
more and more trade channels to kill the most commonplace monolog channel.
 Research and Development: Improved by proceeded with solid client request Marico
contribute to innovative work to advance new plan, produce specific Architecture,
fashioner, engineer and developing sustainable vitality. Marico innovative work
encourages this soul all through the organization, guaranteeing inventive and creative new
thoughts are actualized as fast and proficiently as could reasonably be expected, serving to
give answers for the most basic difficulties. The center competency of Marico Group has
consistently been the creative innovation, item quality and predominant client
administration.
 Operation: Marico extends proficiency in a couple of zones of decision assignments with
officials with the assistance of fundamental developments that meet up as increments in
contention really taking shape of neighborhoods. This piece of the office decreases by and
large spending by changing resources and efficiency, improving quality with inexhaustible
data and recognizable information and quickening creation by controlling the execution of
transportation on schedule and responding in a perfect world and spryly. Marico applies an
assortment of approaches, vital systems proper for their organizations and unmistakable

19. 15 | P a g e
markets. Plan of Goods and Administrations, Total Quality Management, Process and
Capacity Design, Job Design and Human Resources, Production network the board,
Inventory Management, Scheduling, and Maintenance are the few choice zones of Marico
Operations Management
Recommendations
 Offer “PAAHO” as a world-class customized hair-care solution.
 Leverage the brand name Kaya to advertise by word of mouth the brand PAAHO to its
customers.
 Portray the brand PAAHO as a daily hair care product to control the hair fall and provide
long, thick and beautiful hair.
 Participation in trade fairs to create and advertise on an effective stand design for the
product PAAHO.
 The IITF (Indian International Trade Fair) has emerged as the largest consumer goods fair
in the sun-continent, so the product can be placed as an Ayurveda product to control hair
fall.
 The trade fair will also provide a place for mass advertisement and product promotions.
 Marico should invest more in the R&D department for acquiring the customer needs more
precisely and take steps according to their wants and demands.

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References
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http://docshare.tips/competitor-analysis-marico_587c3729b6d87fb5398b5360.html
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(2019). Retrieved 14 August 2019, from https://www.mbaskool.com/brandguide/fmcg/1486-
marico.html
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Equitymaster.com. Available at: https://www.equitymaster.com/stock-research/compare/MRCO-
PROC/Compare-MARICO-PG-HYGIENE?utm_source=compare-company-
page&utm_medium=website&utm_campaign=dropdown&utm_content=change-company
[Accessed 14 Aug. 2019]
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GDCN/Compare-MARICO-GODREJ-CONSUMER [Accessed 14 Aug. 2019].
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MARICO-COLGATE?utm_source=compare-company-
page&utm_medium=website&utm_campaign=dropdown&utm_content=change-company.
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MRCO/Compare-HUL-MARICO
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marico-and-hindustan-lever/1218
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bangladesh.html

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