Marico presentation in Strategy for emerging markets

1. GROUP 2
KANDGADDALA GANESH GEERVAN – MBA22129
SHITIJ SABLANIA – MBA22163
SHWETA SHARMA – MBA22165
PRAKRITI SARKAR – MBA22147

2. BRIEF HISTORY
Marico is an Indian multinational consumer goods company that provides consumer products and services in the
areas of health, beauty, and wellness. Here's a brief history of Marico based on the search results:
• 1971: Harsh Mariwala joins the family business as a young graduate
• 1988: Marico Foods Limited is incorporated on October 13
• 1989: The name of the company is changed from Marico Foods Limited to Marico Industries Limited
• 1992: Marico sets up its first international office in Dubai
• 1996: Marico is first listed on the Indian stock exchange
• 2003: Marico Innovation Foundation, responsible for executing the Corporate Social Responsibility of Marico, is
formed
• 2011: Marico enters Vietnam through investment in ICR. Marico also acquires Paras personal care business from
Reckitt
• 2012: Marico completes the acquisition of Halite Personal Care
• 2019: Marico signs a MoU with the Government of India
Over the years, Marico has expanded its product portfolio and entered new markets. It has also invested in building its
own supply chain infrastructure, distribution network, and workforce to overcome institutional voids in India. Marico
is present in over 25 countries across Asia and Africa
2

3. Lack of adequate infrastructure: Marico has invested in building its own supply chain
infrastructure to overcome the lack of adequate infrastructure in India. This includes building its
own warehouses, transportation systems, and IT systems.
Limited access to finance: Marico has developed relationships with banks and financial institutions
to secure financing for its operations. It has also implemented a cash management system to
optimize its working capital.
Inefficient distribution networks: Marico has developed its own distribution network to overcome
the inefficiencies in the existing distribution networks in India. It has also implemented a direct
distribution model to reach customers in remote areas
Limited availability of skilled labor: Marico has invested in training and development programs to
build a skilled workforce. It has also implemented a performance management system to retain
and motivate its employees
3
INSTITUTIONALVOIDS

4. 4
POSITIONING - ASSETS AND INDUSTRY CHARACTERISTICS
Dodger Contender
Defender Extender
Pressures
to
Globalize
in
the
Industry
Customized to home market Transferable abroad

5. • Marico is a multinational corporation that operates in over 25 countries across Asia
and Africa
• Marico has been recognized as a global challenger by Standard & Poor's. It was
selected as one of eight Indian companies in the Standard & Poor's Global
Challengers
• It first expanded its product portfolio and then entered new markets by launching
new products and acquiring local companies. (Bangladesh, Egypt, Malaysia, Middle
East, South Africa, Vietnam)
• It built its own supply chain infrastructure, distribution network, and workforce to
compete with global players
• Defeated HUL on home turf in the coconut oil market segment from 1993 – 1999
where HUL’s then brand Nihar’s market share only rose from 8% to 15%.
5
GLOBAL CHALLENGER

6. • Piloting multiple models and working with strategic partners towards building direct-
to-retail as well as direct-to-consumer capabilities.
• Well-defined stage-gate structure guiding the product innovations process right from
conceptualisation till product launch. Consists of an innovation council focused on
bringing in the best of Marico to ideation, design and execution of product
innovations.
• Build a distributor network of 250 super distributors who would sell only to retailers
at the time of competition with HUL.
• Targeted Marketing: Parachute advertisement focused on the relevance of the sacred
coconut in Hindu religion and tradition.
• Product Redesign: Traditional tin packs are replaced by plastic packs, pioneering an
industry wide shift
6
TARGETING BOTTOM OF PYRAMID

7. THANKYOU