how maricos satisfying customers need and demand

1. HOW MARICO SATISFY
ITS CONSUMER NEEDS
AND WANTS

2. ABOUT MARICO
 Marico Limited is one of India's leading consumer products companies
operating in the beauty and wellness space.
 Currently present in 25 countries across emerging markets of Asia and Africa.
 Marico has nurtured multiple brands in the categories of hair care, skin care,
health foods, male grooming, and fabric care.
 It has annual turnover of Rs. 47 billion (Financial Year 2013 - 2014) .
 In addition to being a producer of consumer products the organization also
operates Kaya Skin Clinic (of which (as of 2010) 81 exist in India, 13 in UAE)
and 2 in Bangladesh. Marico recently acquired the aesthetics business, of the
Singapore based Derma Rx Asia Pacific Pte. Ltd. (Derma Rx), under the Kaya
portfolio.
 The services are US FDA approved and tested in-house, and conform to the
highest international quality standards. Kaya Skin Clinic has over 600,000
satisfied customers.
 The company in recent years has been known for its foreign acquisitions in
countries such as South Africa, Egypt and Singapore. Marico Ltd has reported
27.36% increase in net profit at Rs 157.72 crore for the first quarter ended June
30, 2013.

3. VARIOUS BRANDS OF MARICO
 Parachute
 Saffola
 Hair&Care
 Nihar
 Mediker
 Revive
 Kaya Skin Clinic
 Livon
 Set Wet
 Zatak
 Eclipse
 X-Men
 Hercules
 Black Chic

4. CHARACTERSTICS OF
MARICO(FMCG)
 Branding
 Distribution Network
 Contact manufacturing
 Large Unorganized sector

5. FACTORS AFFECTING
CONSUMER BEHAVIOUR

6. Continued…..
 If we take an eg. Of a product ‘SAFFOLA’ from marico than
the factors affecting consumer behaviour can be understood
well-
 CULTURE-India the country of festivals & fried food accepted
saffola because of its low fat .
 SOCIAL- Factors such as family, status affects the usage
saffola gave different sizes in packaging such as 1ltr,5ltr.
 PERSONAL-The lifestyle of people these days is full of
tensions and healthy food is the need, marico here gives
what consumer wanted healthy oil without compromising
taste.
 PSYCHOLOGICAL-A consumer is highly motivated toward
the brand like saffola, & after years of usage is having a
learning that a brand is good

7. SUSTAINABILITY ANALYSIS
Marico’s sustainability efforts are aimed towards
conserving the:-
 ecology
 institutionalizing a ‘green mindset’ amongst
Mariconians
 Marico has successfully implemented over 50 ideas in
areas of energy, water and paper usage reduction in last
2 years.
 The ideas varied from process changes in
manufacturing to investing in equipment that would
reduce energy consumption reduced usage of plastic

8. FULFILLMENT OF COCONUT
DEMAND
 The demand for coconuts has continued to grow.
 Indian manufacturer of health and beauty products, struggled to
source a supply of coconuts – either they had to deal with unreliable
middlemen, or establish relationships with hundreds of thousands of
individual pickers.
 Marico asked coconut pickers to register their mobile numbers with
them, in return, each morning Marico sends those pickers a text
message with the price it’s willing to pay for coconuts, and the
pickers decide for themselves whether it’s in their financial interest to
fulfill Marico’s order.
 Working directly with the pickers, Marico modulates the supply of
coconuts harvested to meet its demand with small variations price it
offers pickers.
 No middlemen, no supply chain headaches, and no infrastructure.

9. Cont.
 This capacity for self-organization is one of the benefits of
pervasive markets. Marico advertises its need to the people capable
of meeting that need, and the web of communication and
connections does the rest.
 It’s an ‘invisible hand’, of sorts, hard to distort or disrupt, and easy
to duplicate. Marico’s competitors for coconuts will need to make
sure they get the numbers of those pickers, so they can make their
own offer on some days, a competitor would want to wait until
after Marico’s sent their offer out, so they could better it.

10. USAGE OF DIGITAL MARKETING
 Marico Uses Digital Marketing to Reach Out to Gen Next.
 Chef Vikas Khanna’s some healthy recipes on YouTube channel with
Marico’s Saffola Masala Oats, promises the customers to be ‘The Fit
Foodie’. These interactive campaigns strike an immediate connect with the
audience. This is what you call the direct customer engagement or digital
marketing in real time.
 It helps businesses to generate ROI, experience business growth and sustain
cut throat competition in this digital age.
 It is now more important than ever to tap into demographic-specific,digital
content.
 In traditional marketing channels suffer from a lag as there’s no
instantaneous communication.
 As consumers are becoming IT savvy and mobility is getting more
penetration, the only way to reach out to the consumers is in the social and
digital way.
 Having a coordinated customer experience will give insights into the user’s
buying patterns and online behavior.

11. MARICO’S INITIATIVE
 It increases disribution channel by 60% in top metros.
 The company started testing a new go-to-market strategy to generate
demand in Mumbai, which will be rolled out nationally in the next six
months.
 Marico is also trying to double the growth in its portfolio of youth brands
like Set Wet, Livon and Zatak which it acquired from Paras
Pharmaceuticals Ltd two years ago.
 All this as the company looks at chasing volume growth in the urban
market at a time when urban spending is expected to improve.