Marico is an Indian consumer goods company founded in 1987 with a market value over Rs. 40,000 crores. It produces hair oils, edible oils, and personal care products that reach one in three Indians. Marico's brands include Parachute, Saffola, Hair & Care, and Livon. Parachute is Marico's flagship coconut oil brand that is positioned as providing purity and quality. Saffola is an edible oil brand targeting health-conscious consumers by offering a blend of safflower and rice bran oils that can reduce cholesterol levels. The document discusses Marachute and Saffola's segmentation, targeting, positioning, products, pricing, promotion and distribution strategies.

1. Presented by:-
Bharati
Deepti
Mastan
Nikith
Tasneem
“Our People
Our Pride”

2.  Founded -1987
 Slogan –Be more everyday
 Industry- Consumer Products
 Products –Hair oil, Edible oil, Skin care,
Fabric care etc
 1 out of every 3 Indians lives-touched by
Marico
Marico at Glance

3.  4% YoY Volume Growth 2016-17
 Market Value > Rs. 40000 Crores
 Presence in 25 Countries
 23% of revenues are from
International business
 AA+ Credit Rating
 Dividend @ share is Rs. 350
…Continued

4. Saffola
Set Wet
Livon
Parachute

6.  First branded Coconut based hair oil
 Top 100 most trusted brand and today stands for
purity and quality
 1 out of 10 coconuts in India are used by Marico
 Switch from Coconut oil in Tins to Plastic
Introduction

7. Segmentation
 Demographic
 Gender
 Age
 Geographic
 Rural and urban
 Psychographic
 Lifestyle
 Behavioural
 Occasion
 Benefits

8.  Gender- Female, Young and middle age
 Geographic
 Rural, semi urban and urban
 Psychographic
 Working as well as non working women
 Socially active and SEC- B1, B2, C, D, E1 segment
 Behavioural
 Occasion- Daily, twice a week, once a week
 Benefits are good quality hair, easy-to-use bottles and wide availability.
Targeting

9.  Parachute has always established itself as a natural product for healthy hair.
Parachute hair oils have been positioned as everyday use hair care and
leverage this position as pioneer of coconut hail oil. Parachute, a coconut hair
oil brand that offers purity and quality
Positioning
POP POD
• Suitable for
different hair
types and
hair problem
• 100% pure, Proven quality, Long lasting
freshness, Multiple benefits &
Consistent Viscosity

10. Himani Navratna hair oil
 TG- Masses, especially young
and middle age people who
suffer from day to day stressful
life
 Positioning- It can rejuvenate
you if stressed
Dabur Vatika Coconut hair oil
 TG-Confident, well educated and
young women ready to spend
money for nourishment and
healthy products.
 Positioning- A premium coconut
hair oil with extra nourishment of
henna, amla and lemon
Targeting & Positioning of Others

11.  Made from finest coconuts
 Coconut Oils penetrates 90% into hair stands
 Increasing hair strength
 Reducing breakage by 60%
 Growing hair 3X faster in 1 month
 Available in
Sachets
Jars of 100ml, 150ml, 200ml, 300ml. 500ml and 1ltr
Parachute Oil

12. Parachute
Hair Oil
Pure coconut
Advance
Jasmine
Therapie
Gold
Cream & Gels
Body Lotion
After shower
cream
Gold
cream
Shampoo
Advance Starz

13. Product Mix

14.  Parachute has perceived Value pricing method and delivered its product
to the customers at a price that they perceive feasible and appropriate.
 Parachute hair oil is available in different sizes thereby providing all the
options to its customers
Pricing

15.  Dabur Vatika Coconut Hair
oil
 Parachute Hair oil
Price of Parachute & Others

16.  Channels
 Distributor – Retailers – Consumers
 Retailers includes- Kirana stores, Supermarket, Medical Shops, Co
operative stores etc.
Place

17.  Print Media
 Magazine and news paper
Promotion

18.  Endorsement by celebrities- Deepika Padukone, Yuvraj Singh, Kriti
Sanon, Nargis Fakhri
Endorsements

19.  Popular campaigns-
 Gorgeous hamesha, Magic of
warmth, KhulKeKhelo at the
time of Holi
Campaigns

20.  Internet Advertisement
Online Advertising

21.  Sales Promotion
 This has increased the selling of parachute
 The famous customer sales promotion are
 Parachute Loyalty programme: With the tagline –
“Har pack per paayiye points aur points par paaiye
aakarshak inaam”
 Champi booths at malls Spot: Discounts Coupons
and Surprise gifts were given to customers who came
to relax in champi booths
Other Promotions

22.  Strength
 Y-0-Y Growth – 4%
 Market share 59%
 Well established Distribution network
 Weakness
 Highly competitive market
 Innovations like personal massager where available only
in select cities and limited quantities
SWOT Analysis

23.  Opportunities
 Launch variants .This will help fight competition from brands that are not
made of coconut but other ingredients like badam, amla, mustard etc.
 Global expansion can help the brand reach out to a wider audience
 Threats
 Many players
 Parachute as a brand is positioned as a coconut oil. Competitor brands are
communicating the advantages of using oils that are made of badam, amla,
mustard etc.
…Continued

25. Introduction
 One of the best hair serums in India
 It’s a non greasy hair fluid that resemble neither
shampoo nor hair oil
 Used for Detangled hair knots
 “I Love my hair”

26. Segmentation & Targeting
Geographic segmentation
 Urban , semi-urban
Demographic segmentation
 Young Adults
 Women
Psychological segmentation
 Women who love to be recognized
 Upper middle and upper class

27. Positioning
 Soft and Silky Detangled Hair for young and professional girls
 POP:
○ Smooth Hair
○ Shine
○ Protects Damage
 POD:
○ Cutisoft Formula- smooth and manageable
○ Vitamin-E Rich

28. Targeting Positioning
SUNSILK Girls in the age group of 20’s The Sunsilk hair care range
provides a complete hair care
solution and functions as a 3-
step combination of cleansing,
nourishing and manageability
L’OREAL The affluent women 27+ L'Oréal offers high end brand in
beauty & cosmetic products
Competitor’s Targeting &
Positioning

29.  Livon Silky Potion
 Hair serum that puts an end to:
- Tangled , Dry and
unmanageable hair
 Cuti soft formula
 Soften cuticle by sealing moisture
 Available in 20ml, 50ml and 100 ml
sizes
Product

30.  Livon –Moroccan Silk Serum
 Goodness of Moroccan Argon Oil
 Protect from UV Rays
 Nourishes and soften hair
 Long lasting radiance and shine to hair
 Available in 30ml & 60ml
“Effortless Detangling, Effortless Beauty”
…Continued

31.  Value Based Pricing
 Feel based buying behavior
 As compared to the competitors Livon is not highly priced
Livon silky potion
Amazon, Flipkart, Snapdeal :100ml-Rs215,Rs210,Rs215
Livon Hair Gain Tonic
Amazon,Flipkart,Snapdeal:150ml-Rs597,Rs676,Rs690
Price

32.  Distributed Through various Channels
o E-commerce
o Pharmacies
o Supermarkets
o Cosmetic Stores
Place

33.  Online promotions
 TV Commercials & YouTube Channels
 “30 seconds final touch up”
Promotion

34.  By Celebrity Endorsement – Kangana Ranaut
 Live Free and Live Fab Livon #PrettyGirlSwag
 India’s Next Top Model Title sponsor
Re-Branding

35. SWOT Analysis
Strengths Weakness Opportunities Threats
LIVON Has huge loyalty in
urban and rural
sections of the
society
Market share is
limited due to
presence of strong
competition
Launch Variety for
men
Plenty of
competitors

37.  Set Wet – Male Grooming Brand
 Agenda – Making men feel great again by bringing back the
confidence in them , by putting up a show /look to gain
admiration from women in particular
 Motto- ‘ It’s Not Sexy Till You Show It’
Set Wet
Parent company Category Sector
Marico 1. Deodorant
2. Hair Gel
FMCG

38.  Geographic
 Urban and Metro-cities
 Demographic
 Age ( 14-28), male
 Income ( Rs/-15k -40K)
 Psychological
 Lifestyle conscious youth
 Out-door and Fashion Oriented , trendy
Segmentation and Targeting

39.  Behavioural
 Buying Frequency
○ Once or twice a month
 Usage
○ Once or twice a day
 Positioning:
 The Long lasting and nice fragrance for present generation’s
confident and stylist men
Segmentation, Targeting & Positioning

40. POP
 Aerosol Deodorant
 Nice Fragrance
 Long lasting deodorant
POD
 Attraction Quotient for women
 It’s not sexy till you show it
 Weapon of men to seduce Women
 Spray more ,stay sexy
POP and POD

41.  Gender- Male
 Age-16-25
 Income- middle and upper middle
 Student and bachelors
 Outdoor oriented
 Fashion oriented or trendy
 Urban and semi urban
 Regular
 Demographic
 gender, age group, income level.
 Psychographic
 Life style
 Personality
 Geographic
 Behavioral
 Occasion
Segmentation and Targeting of AXE

42.  High on confidence ,made for the regular youngsters which
keeps customers engaged with the new fragrance , each fragrance
has a unique character and is marketed uniquely.
Positioning of AXE

43.  Gender- Male and women
 Age-16-30
 Income- middle and upper middle
 Student and bachelors
 Outdoor oriented
 Fashion oriented or trendy
 Urban and semi urban
 Regular
 Demographic
 gender, age group, income level
or education level.
 Psychographic
 Life style
 Personality
 Geographic
 Behavioral
 Occasion
Segmentation and Targeting of Fogg

44.  A body spray without gas which hence lasts longer
Positioning of Fogg

45.  Product Variants
 Deodorants
○ Avatar Deo’s , Style Deo’s , Gold Deo’s
 Quantity
 10ml, 50ml ,100ml, 250ml.
 Design and Packaging
 Bar Code , price manufacturing date, expire date,ingredents ,
customer support number and e-mail address
SET WET

46.  Value added Pricing
 Price List
 10ml- Rs/-10
 50ml- Rs/-50
 100ml-Rs/-95
 250ml-Rs/-150
 Discount
 Combo pack comes at a discount , ranging from 10% to 15%
Pricing

47.  Television Ads
 YouTube Ads
 Social Media Ads
 Print Media Ads (Newspaper , Magazine etc.)
Promotion

48. Awareness Champaign

49.  Retail Outlets
 Hyper Market, Super Market , convenience stores
 Online Stores
 Snapdeal,Amazon,Flip-Kart,Shopclues,Purple,Grofers ect
Place

50.  Strengths
 Effective advertising and branding targeting the youth
 Good distribution, Promotions and campaigns for luring customers
 Also provides a grooming range like hair gel with which it is pushed to
increase sales
 Weaknesses
 Only an urban market phenomenon
 High pricing reduces the target market
 Controversial advertising often leads to legal issues
SWOT Analysis

51.  Opportunities
 Coming up with Limited Edition fragrances
 Tie up with hotel chains and large organizations like gym chains etc.
 Threats
 Deodorants sales are seasonal. Maximum sales happen in the summer months
(April to September)
 Competition from Premium Segment Deodorants like Burberry, Body
Shop
…Continued

52.  Abhi toh main Jawan Hoon
 Saffola

53. Edible Oil Industry
 4th largest edible oil consuming economy
 10% of world’s oil seed production
 Total edible oil demand 24 MT (Domestic 9 MT & Imports 15 MT)
 Market is about 1 Lakh Crores (Imports 65000)
 2.5% of India’s total import bill.
 Estimated production of 42 MT FY2022 from estimated 36 MT in
FY2017
 All India average consumption per household member is 4.6 Litre and
4.5 Litre of packed and loose edible oils for the FY 2016

54. Year Production
2003-04 25.186
2004-05 24.354
2005-06 27.978
2006-07 24.289
2007-08 29.755
2008-09 27.719
2009-10 24.882
2010-11 32.479
2011-12 29.799
2012-13 30.943
2013-14 32.749
2014-15 27.511
2015-16 25.251
2016-17 E 32.097
2017-18 E 35.498
25.186
24.354
27.978
24.289
29.755
27.719
24.882
32.479
29.799
30.943
32.749
27.511
25.251
32.097
35.498
0
5
10
15
20
25
30
35
40
0 1 2 3 4 5 6 7 8 9 10 11 12 13 14 15 16
YoY production of edible oils

55. Segmentation & Targeting
 Urban India
 Upper & Lower Middle Class
 Educated House wives
 Fitness, Heart & Weight conscious
 Healthy Lifestyle

56. Middle Income
31%
47%
5%
17%
7%
31%
20%
42%
Traditionally
Used
Health
Benefits
Taste &
Quality
Price
LowerUpper

57. Positioning Statement
 A premium brand for health conscious people. A right
combination of Safflower Oil (80%) and Rice Bran Oil (20%) is
more effective in reducing cholesterol than each of the oils
singly
 Dil ka haal
 Dil jawan to zindagi alisahan

58. Re – Positioning
 Scare to Care
 1998 – Health benefits for heart patients
 2000 – Healthy and Tasty consumed by all
 2004 – Supplementary measure against heart disease

59. Competitors
 Sundrop
 The healthy oil for healthy
people
 TG – All age grps, middle and
high income, health conscious
people
 Healthy cooking oil
 Fortune
 Fortune hai light. Thoda aur
chalega
 TG – Domestic kitchen
appliances consumers
 Growth, Innovation and industry
leadership

60. PoP & PoD
• POP: Healthy and
Refined Oil
• POD: Fitness and
Heart Attack
Saffola
• POP: Healthy and
Refined Oil
• POD: Food, Kids and
Yellow
Sundrop
• POP: Healthy and
Refined Oil
• POD: Very light
Fortune

61. Perpetual Mapping

62. Saffola Oil
 Rice Bran Oil (80%)
 Cholesterol lowering ability
 Safflower Oil (20%)
 Low in Saturated fats and very high in unsaturated fats
 High content of Vitamin E (34%)
 Cis – linoleic acid also responsible for burning the brown fat
 It reduces the heart diseases
 It is available in 1ltr pouch, 2 and 5 ltr Jars

63. Serving Size 100 g of Safflower oil, oleic acid 70%
% Daily Requirements
Total Calories 884 44%
Calories from fat 884
Total fat 100 g 154%
Saturated fat 6.2 g 31%
Palmitic acid 4288 mg
Stearic acid 1915 mg
Monounsaturated fat 74.6 g
Oleic acid 74639 mg
Polyunsaturated fat 14.3 g
Linoleic acid (Ω-6) 14350 mg
Trans fat 0 g
Cholesterol 0 g 0%
Total Omega-3 fatty acids 0 mg
Total Omega-6 fatty acids 14350 mg
Vitamins
Vitamin E 34.1 mg 171%
Vitamin K 7.1 mcg 9%
Phytosterols 444 mg

64. Saffola
Saffola Oil
Saffola
Total
Saffola
Gold
Saffola
Tasty
Saffola
Active
Saffola
Oats
Strong
Heart
Body Fit
Functional
Foods
Arise
Every Day
Basmati
Rice
Premium
Gold
Saffola Salt

66. Place
 Urban
 Distributors
 Retail stores
 Supermarkets
 High Value Outlets
 E-Commerce

67. Promotion
 Advertising
 TV, Newspaper, Hoardings
 Internet Marketing
 #ProtectHerHeart

68. Awareness Campaign

69. Awareness Campaign
Know your Healthy Lifestyle Score
 >50K took healthy
lifestyle score in FY16-17
 >2 Lakhs the visited site
in 2016-17

70. Awareness Campaign
 Celebrity Endorsements
 Shilpa Shetty, Kunal Kapoor, Cyrus Sahukar

71. Social Marketing

72. Price
 Value Added Pricing
 Price is inelastic
 Saffola Gold – Rs. 140
 Saffola Active – Rs. 125
 Saffola Total – Rs. 190
 Saffola Tasty – Rs. 102

73. Price

74. Other Brand Prices

75. SWOT Analysis
 Strength
 YoY Volume growth 8%
 Market Share up from 63% to 65%
 Core Competence: It uses Safflower oil
 Weakness
 Expensive

76. SWOT Analysis
 Opportunity
 Preferences changed
 Niche Market

77. SWOT Analysis
 Threat

78. SWOT Analysis
 Other Threats:
 Some popular fitness remedies
○ Yoga
○ Gyms
○ Surgeries

79. Marico’s Distribution Model

80. …Continued
 >10000 people town covered
 9 Factories
 32 Depots
 4 Regional Offices
 6 Redistribution Centres
 4.6 Million retail outlets
 Project One
 Outlet Network Expansion
 86000 outlets
 34 cities

81. Financial Facts of 2016-17
 #221 Fortune 500 India
 Cash Surplus 522 Crs
 Gross Margins 52%
 Operating Margin 24.3%
 EBIDITA Margin 19.5%
 150 million packs sold p.m.

82. …Continued
Particulars 2016-17
(Rs.)
% Change
Revenue from Operations 6,070.77 0.34%
Net Operating Income 5917.79 -1.65%
Net Profit 798.59 12.24%
Total Assets 2,593.68 9.17%
Net Worth 2,325.68 15.28%
(Rupees in Crores)

83. Product Life Cycle

84. BCG Matrix of MARICO

85. Marketing Achievements
 The Exchange4Media Pitch Top 50 Brands 2016 recognized Saffola
in Evergreen category and Parachute Advansed in Bottom of the
Pyramid category
 Marico Limited won 3 awards at the Exchange 4 Media ‘Primetime”
Awards - Saffola Active won a Silver for Best Integration of Brand
& Movie – Ki and Ka, as did Nihar Naturals #iamcapable for Best
use of Regional Entertainment channel. “Rock the spotlight” with
Livon won a Bronze in the category of best use of Influencers /
Celebrities
 Marico bags 4 awards at EMVIES 2016, 1 Gold 2 Silver for
Saffolalife and 1 Bronze for Parachute Advansed Body Lotion
 Parachute Advansed #KhulkeKheloHoli campaign won a Silver at
APPIES 2016

86. …Continued
 Black Chic Mega Black and Caivil Fusion Oil won ‘Product Of
The Year’ and ‘Best Innovative brand’ award respectively at
Africa Hair Awards 2016
 Saffolalife #protecttherheart wins Gold & Bronze from IPRCC
for its PR Campaign
 Marico won 4 STEVIEs at International Business Awards 2016,
1 Gold & 1 Silver for Saffolalife best marketing & PR
campaign. Nihar Naturals won 1 Gold & 1 bronze for best
marketing & PR campaign

87. THANK YOU
Any Queries..?