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Presented To –
Prof. Vijay Prakash Anand
Presented By



Anurag
           Yatish Mittal   Alok Ranjan
Shukla

                           Sudhir Singh
Niharika   Amit Yadav
                             Rajput

             Vikrant
              Arora
Marico Ltd.
Industry            Consumer Goods
Founded             1987
Headquarters        Bandra, Mumbai, India
Key People          Harsh Mariwala
Products            Edible Oil, Hair Oil, Skin &
                    Personal care, etc.
Revenue             Rs. 4008.3 crore (USD. 757.57
                    million)
Employees           1000 (2010)
Website             www.marico.com
Products of Marico
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
Product Line
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 OIL
HERBAL PROTIEN                                 SHANTI AMLA HAIR
                   SILK N ‘ SHINE
HAIR                                           OIL
                   (3ML,18ml,50ml,100ml)
OIL(50ml,100ml,                                COOLING OIL
200ml,300ml,500
ml)
                                                ALMOND HAIR
                                                OIL
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
Suffola
Health 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.
Suffola Oils

Suffola     Suffola     New              Suffola
Gold        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
Suffola Oil Ad
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
Suffola Rice Ad
Suffola Oats

200gms 400gms    1 Kg.
Rs.32   Rs.55   Rs.110


                               • 1 Kg.
                Suffola Salt
                                 Rs.21
                  Saffola      • 1Kg. Rs.
                Cholesterol
                Management       109
Suffola Oats Ad
Suffola Salt Ad
Suffola Cholestrol Management Ad
Saffola Muesli


                      Lite & Natural
     225 gms. Rs.99                    400 gms. Rs.170


                      Nutty Crunch
225 gms. Rs.99        400 gms. Rs.170        25 gms. Rs.10


                        Fruit Rush
     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 increased the reach of the product to
  general stores.
• But most of the rural area is still untapped.
Suffola’s Supply Chain
PROMOTION
Heart Age Finder



 Any doubts???
AWARENESS

• PRINT…

On 29th Sept TOI and Saffola delivered “One big
Birthday 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
•   Saffola arise basmati = 5 kg - Rs.570
Segmentation Targeting Positioning
Segmentation
Targeting
Targeting
Positioning
Positioning
Competitive Factor
Future Strategies




  Brand      International
Extension      Marketing
Brand Equity of Suffola
Saffola’s New Mantra Of Marketing


            High on the Recall
            List of the
            Consumer

               Consumer
               Research
Milestones
1999   Acquire P&G anti-lice brand Mediker
2000   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 care
2006   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) Category
2010   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.

• Marico's 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
Sales and volume of Saffola and Sweekar
                 Oils
Product Life Cycle
Saffola

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Saffola

  • 1. Presented To – Prof. Vijay Prakash Anand
  • 2. Presented By Anurag Yatish Mittal Alok Ranjan Shukla Sudhir Singh Niharika Amit Yadav Rajput Vikrant Arora
  • 3. Marico Ltd. Industry Consumer Goods Founded 1987 Headquarters Bandra, Mumbai, India Key People Harsh Mariwala Products Edible Oil, Hair Oil, Skin & Personal care, etc. Revenue Rs. 4008.3 crore (USD. 757.57 million) Employees 1000 (2010) Website www.marico.com
  • 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. 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. 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
  • 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 OIL HERBAL PROTIEN SHANTI AMLA HAIR SILK N ‘ SHINE HAIR OIL (3ML,18ml,50ml,100ml) OIL(50ml,100ml, COOLING OIL 200ml,300ml,500 ml) ALMOND HAIR OIL
  • 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. Suffola Health 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. Suffola Oils Suffola Suffola New Suffola Gold 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
  • 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
  • 16. Suffola Oats 200gms 400gms 1 Kg. Rs.32 Rs.55 Rs.110 • 1 Kg. Suffola Salt Rs.21 Saffola • 1Kg. Rs. Cholesterol Management 109
  • 20. Saffola Muesli Lite & Natural 225 gms. Rs.99 400 gms. Rs.170 Nutty Crunch 225 gms. Rs.99 400 gms. Rs.170 25 gms. Rs.10 Fruit Rush 225 gms. Rs.99 400 gms. Rs.170
  • 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.
  • 25.
  • 26. Heart Age Finder Any doubts???
  • 27. AWARENESS • PRINT… On 29th Sept TOI and Saffola delivered “One big Birthday Party In A Newspaper
  • 28.
  • 35. Dil Jawan to Zindagi Alishan Ad
  • 39. Salt • Tata Salt Lite = Rs.21 • Aashirvaad Salt = Rs.14 • Annapurna Iodine = Rs.11 • Soffola Salt Plus = Rs.21
  • 40. Oil
  • 41. Oil • Dhara health = Rs.92 • Sun drop heart = Rs.154 • Saffola Gold = Rs.135
  • 42. Rice
  • 43. 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
  • 51. Future Strategies Brand International Extension Marketing
  • 52. Brand Equity of Suffola
  • 53. Saffola’s New Mantra Of Marketing High on the Recall List of the Consumer Consumer Research
  • 54. Milestones 1999 Acquire P&G anti-lice brand Mediker 2000 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 care 2006 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) Category 2010 Won ‘Silver’ at the Greentech Environment Excellence Award in the FMCG Sector
  • 55. 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. • Marico's 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).
  • 56. 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.
  • 57. 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
  • 58. Core Competence • Market leadership • Wide distribution channel- Access to rural market • Converted commodity into product
  • 59. 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
  • 60.
  • 61. Sales and volume of Saffola and Sweekar Oils
  • 62.