Marico is an Indian consumer goods company founded in 1987 and headquartered in Mumbai. It produces beauty and wellness products including hair oils, edible oils, and personal care items. Marico owns several leading brands in India such as Parachute coconut oil, Saffola edible oil, and Hair & Care hair oil. Parachute has over 50% market share in India's coconut oil category and is the top-selling brand. Marico focuses on marketing its products affordably to mass consumers through retail stores and television, print, and digital advertising.

1. SUBMITED BY --- Avinash Rana

2. COMPANY PROFILE…
 Type – public company
 Slogan - make a difference
 Industry – consumer goods
 Founded – 1987
 Headquarters - Santa Cruz (East), Mumbai India
 Products - Edible Oil, Hair Oils, Skin Care, Fabric
Care, etc.

3. INTRODUCTION…
 Marico is an Indian consumer goods company
providing consumer products and services in the
areas of Health and Beauty based in Mumbai.
 Marico Limited is one of India's leading consumer
products companies operating in the beauty and
wellness space.
 Marico Limited, together with its various consumer
goods and services in India, the Middle East, Asian
countries, Egypt, and the United States.

4. VISSION& MISSION
 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
MISSION 2020
 The Marico Innovation Foundation’s mission is to provide the
nation with first: a belief that Innovation is possible and is the
way to leapfrog India into the center stage of global business
leadership, and second: a framework to leverage innovation
for quantum growth.

5. Portfolio : Beauty & Wellness
 Hair Care
 Hair Oils : Pre/Post Wash
 Hair Colour
 Healthcare
 Healthy refined edible oils
 Functional Foods
 Male grooming/ styling
 Deodorants
 Hair Creams/Gels/Wax
 Skincare
 Body Lotion
 Cosmetics
3

7. MARKET SHARE

8. Market Leadership: Key to Category Choice
Level
# Dec’13 rolling 12 month market share data sourced from AC Nielsen/Company Estimates 4
Brand Category
Indicative Market
Share (%) #
Rank
Penetr
ation
Parachute/Nihar Coconut Oil (India) ~ 56% 1 High
Parachute Coconut Oil (Bangladesh) ~ 82% 1 High
Saffola
Super Premium Refined Edible
Oils
~ 57% 1 Low
Saffola Oats ~ 13% 2 Low
Parachute Jasmine, Nihar Shanti
Amla, Hair & Care, Nihar Naturals
Hair Oils ~ 28% 1 High
X-Men Male Shampoo (Vietnam) ~ 41% 1 Low
Fiancée / Hair Code Hair Styling (Egypt) ~ 51% 1 Medium
Set Wet / Parachute Advansed Hair Gels & Creams (India) ~ 44% 1 Low
Livon / Silk & Shine Post Wash Conditioner ~81% 1 Low
Set Wet / Zatak Deodorants 5% 5 Low

9. Coconut Oil
The only Company with a national presence in INR 28 bn (~USD 518 mio) branded CNO market
Volume Market Share
Market SizeParachute
Nihar
Oil of Malabar
Total
45%
9%
2%
56%
Branded ~ INR 28 bn (~USD 518 mio)
Loose ~ INR 8 bn (~USD 145 mio)
30-35% market (by volume)
estimated to be in loose form
5 yr volume CAGR in rigid packs ~10%
Headroom for growth
Conversion from loose to branded
 Market share gain in rural
Likely medium term volume growth : 7-8%
6
6

10. COMPETITION...
Dabur Emami Bajaj corp ltd

11. Value
perceived in
the mind of the
consumer
Cover location,
distribution,
channels and
logistics
Marketing
communications
Collection of features
and benefits that
provide customer
satisfaction
the marketing mix

12. PRODUCT…
BRANDS TARGETED CUSTOMER'S
PARACHUTE •Primary Target Women Of All Age's
PARACHUTE ADVANCED •Young Girls (College & School Going)
HAIR & CARE •Appealing To Both Men & Women of All Age's
SHANTI AMLA •Customer Looking for Value for Money (H.OIL+
Badam)
SILK & SHINE •Primary Target Female Of age 18 – 34
MEDIKER •Young Children Age Group 3-13 (Lice Problem)
SWEEKAR •Primary Target Housewives
SAFFOLA •All Health Conscious People(Heart Patient's)
REVIVE •Housewives of Urban Area (Higher & Middle
Class).

13. PLACE…
 Parachute sells all over India both in urban as well
as rural India. Parachute Hair Oil is sold through
retailers like supermarkets, kiranas, baniyas,
general stores etc
 It is also sold in Bangladesh and the Middle East.

14. PRICE…
 Parachute: 200ml – Rs. 39, 20ml – Rs. 5, Mini – a
bottle shaped small pack: Re. 1
 value pricing
 Low-cost price strategy core philosophy of
providing Hair Oil at a basic, affordable price to
appeal the common masses

15. PROMOTION...
 It advertises throughTelevison,Print,Outdoor,Digital.
 The brand has been endorsed by celebrities like
Deepika Padukone, Diya Mirza, Yuvraj, Sreesanth.
 Advertising is heavy before Holi & during winters.
Popular & effective campaigns like ‘1 hour champi kiya’
it help remind people about the benefits of oiling before
hairwash.

17. CONCLUSION
 Company Marico has strong and long term
association with the retailer's in rural area's .
 Parachute is the most satisfied Brand/product,
followed by Saffola, Silk & Shine Hair & Care, and
Sweekar Edible Oil & after Shower Gel.

18. THANKYOU…. 