Emami Limited, founded in 1974, is a prominent Indian FMCG producer based in Kolkata with a diverse portfolio of over 300 products, including well-known brands like Boroplus and Navratna. With a strong distribution network across 63 countries and significant market share in various sectors, Emami fosters a competitive pricing strategy and extensive advertising efforts to cater to its wide-ranging consumer base. The company also faces challenges from changing consumer preferences and competition, while exploring growth opportunities through product innovation and market expansion.

1. Presented By:-
Susheel Kumar Tiwari
MBA – 2nd Semester
Batch : 2018-2020
HNB Garhwal University

2.  Emami Limited is an Indian producer of fast moving
consumer goods (FMCG), such as cosmetics, health
and baby products. The company is based in Kolkata.
 Founded in 1974 by Mr. R S Agarwal and R S Goenka.
with a meagre capital of Rs 20,000.
 Emami operates in 63 Countries worldwide.
 Key Business: 12 Sectors

3.  Emami has a strong distribution network of 3150 distributors through which its products are available
over 4 million + retail outlets across India. The company has footprints in more than 60 countries
including GCC, Europe, Africa, CIS countries and the SAARC.
 The Company's enviable portfolio of over 300 products based on Ayurvedic formulations include many
household brand names such as BoroPlus, Navratna, Fair and Handsome, Zandu balm, Mentho Plus
balm and Fast Relief.
 In 1978, Acquired Himani Ltd and set up factory in Kolkata
 In 1984, Launched Boroplus Antiseptic Cream, under Himani umbrella
 In 1989, Launched Navratna Cool Oil, under the Himani name.
 In 1999, Launched Sona Chandi Chyawanprash
 In 2005, Launched Fair and Handsome, the first fairness cream for men
 In 2012, Started production at Bangladesh manufacturing unit
 In 2013, Launched BoroPlus Face wash. Signed in Sonakshi Sinha for the endorsement
 In 2014, Launched Fair & Handsome- Instant Fairness Face wash & Zandu Balm Ultra Power
 In 2016, Acquired “Kesh King” Business at Rs1684 cr

4. The company is engaged in business in 11 Sectors such as FMCG, Health care, Real estate,
Cement etc.

5.  Boroplus
 Navratna
 Zandu Balm
 Fair & Handsome
 Mentho plus Balm
 Fast Relief
 Vasocare
 Zandu Sona Chandi
 Kesh King

6. Navratna cool oil is a brand under Emami Limited. The Brand is
launched in1980.
Brand having two Bollywood superstars endorsing it, Amitabh
Bachchan and Shah Rukh Khan.
 To promote the brand regionally, especially in the south, Emami
roped in actors from Andhra Pradesh and Tamil Nadu like Mahesh
Babu, Surya, Chiranjeevi.
 Navratna Oil is the market leader in Bangladesh and Nepal and has
presence in over 50 countries.
 Navratna oil is the highest selling brand in the therapeutic cooling oil
segment.
 It has a virtual monopoly in the Southern states of India with highest
market share.

7. “Himani Navratna Oil”
Parent Company : Emami
Category : Hair Care
Sector : FMCG
Tagline : ‘Sirdard, Tension, Anidra aur Thakan Jao Bhool -
Raho Thanda Thanda Cool Cool’
USP : A potent therapeutic oil, prepared from a
combination of nine Ayurvedic herbs, provides stress relief,
relaxation and a sense of rejuvenation.

8. Segment
 Therapeutic
Hair oil.
Target Group
Masses, especially
young and middle
aged men who
suffer from a day to
day stressful life.
Positioning
It can rejuvenate
you if stressed.
“Thanda Thanda
Cool Cool”

9.  Product: Emami is one of the largest FMCG brands based out of India. Emami has
a total portfolio of over 300 diverse products in its marketing mix with 120+ products
getting sold every second across the world. Zandu Balm and BoroPlus from Emami
are amongst India's 100 Most Trusted Brands as per the Brand Equity Survey with
BoroPlus access to 22% of all the Indian households with a market share of 76% in
the field of antiseptic creams. Navratna oil is the leading cooling oil with 62% and
Fair and Handsome captures 65% in men’s grooming area.
 Price: The major reasons of success of Emami is providing products which are
value for money. Emami has a competitive pricing strategy in its marketing mix to
tackle the offerings from all other FMCG players. Keeping the concept of pocket
friendly products in mind, the company has launched various products sachet and
low volume packets. The sachets like Rs. 5 of BoroPlus and Rs. 10 sachet of Fair
and Handsome.

10.  Place: Emami has its presence not only in domestic market but also in the
international market. It is spread across 60 countries. There are total 8
manufacturing units in Bhoypur, Amingaon, Patnagar ,Dongri, Kolkata, Vapi, Massat
and Pacharia in India with a new one starting in Guwahati in February, 2017 and 1
unit in Bangladesh. Emami also initiated project Dhanush to facilitate distribution
strength by covering around 16,700 villages and towns directly.
 Promotion: Emami is one of the highest spenders on advertising and promotions in
its category. India is a market of over a billion people and a majority of this market is
rural, at the bottom of the pyramid. It is price sensitive and emotional. It promotes
using healthy mix of print, television and digital medium. also involved in sponsorship
activities with beauty pageants like Kolkata Fashion Week

11. WEAKNESS
 The celebrity presence seems
to overshadow the brand
proposition,thus the brand
message gets lost and only
celebrity recall is there.
STRENGTH
 Market leader in its category with around 50%
market share.
 Endorsements by Amitabh Bacchan, Shahrukh
Khan throughout India and by Chiranjeevi,
Surya and Upendra in South India have helped
establish a high brand recall
 Company has invested on product innovations
and launched Navratna Oil Lite, Navratna Extra
thanda oil. This has benefited the brand
immensely.

12. THREATS
 The modern day youth prefer taking
medicines for headaches and such
other ailments and shy away from
using oils.
 With almost all the competitors
offering similar benefits, celebrity
endorsements alone might not
provide competitive edge over a
long term
OPPORTUNITIES
 Introduction of newer variants would
help better penetration in both rural
and urban markets.
 The brand can look for additional
promotion through extensive wall
paintings, dealer boards, hoardings
and shop presence especially in the
rural markets.

13.  Himgange
 Marico Maha Thanda
 Dabur Super Thanda
 Banphool
 Rahat Rooh

14. DRIVE TOP LINE GROW BOTTOM LINE
 Enhance product recall through
aggressive promotion via celebrities
 Expand distribution to reach rural
pockets
 Differentiated ‘Value For Money’
products
 Innovate and enter new product
categories
 Undertake brand extensions
 Wider international footprint ,entry in
new geographies – drive exports
 Leverage existing distribution network
 Engage in effective and continuous
cost control initiatives
 Reduce proportion of ad- spend with
increase in volumes
 Stabilization of new launches and
brands
 Enjoy benefits of economies of scale
 Leverage on low cost manufacturing
taking full benefit of location
advantage

15. Emami Limited is among the leading and the fastest growing Indian
personal and healthcare FMCG with an extensive products portfolio
and one of the most admired brands in Indian households. Emami is
just not limited to FMCG sector, the company has its presence in
diversified sectors such as newsprint manufacturing and packaging
boards, edible oil and biodiesel, real estate, hospitals, ballpoint tip
manufacturing, retail, pharmacy chain, cement and solar power.

16. www.emamiltd.com
www.mbaskool.com
www.wikipedia.com
www.marketing91.com