This document provides an overview of Marico Limited, an Indian consumer goods company. It discusses Marico's history dating back to 1862, its global network with a presence in 25 countries, and some of its popular brands in India such as Parachute, Saffola, Revive, and Beardo. It also covers Marico's marketing strategies including segmentation, targeting, positioning, and its marketing mix of 7Ps. Key aspects of Parachute such as its product positioning and market segmentation are analyzed. Porter's five forces and PESTLE analysis are also presented. The document concludes with information about competition and legal challenges faced by Marico.

1. By Guna sai chowdary
Make a difference

4. TO BE THE MARKET
LEADER

5. INNOVATION
LEADERSHI GROW

7. HISTORY
MARIA = PEPPER
When we dealt with pepper our
surname has become pepperwala
i.e MARIWALA

8. Woh hamara
chairman
HARSH MARIWALA
Chairman Marico group

9. Have you ever thought
of our predecessor
Then you should know about it
BOILBOMBAY OIL INDUSTRIES PRIVATE LIMITED
(1947-PRESENT), BUT TRACES BACK TO 1862

10. GLOBAL NETWORK
office
PRESENCE IN 25 COUNTRIES

11. Brands of MaricoIN INDIA

14. We are not brand ambassadors but we made
the product hit
Do you know howDo you know how

15. Then
KNOW HOW

16. The packing innovation

17. Have you ever thought why
I was named parachute?

18. SBU
1 out of every 3 Indians buys a Marico product

19. 20
PRICE
PROMOTION
PHYSICAL
ENVIRONMENT
PEOPLEPRODUCT
PROCESS
PLACE
7 P’s
MARKETING
MIX
Place
Channels
• Distributor – Retailers – Consumers
• Retailers includes- Kirana stores,
Supermarket, Medical Shops, cooperative
stores etc.
Product
Wide assortment of products from
hair care to skin care and food and
beverages. And of all we can say
marico is in FMCG sector.
Process
Customers are retained, and
other services or products are
extended and marked to them.
The process itself can be tailored to
the needs of different individuals,
experiencing a similar service at the
same time.
Promotion
Print Media
Magazine and news paper
Endorsements by celebrities
gorgeous hamesha, vocal for local,
khul ke khelo at the time of holi and
etc
Price
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
.
People
• Business culture, Recruitment,
Training ,Assessment, Involvement,
Control, Support
Physical Environment
Exterior/ interior Design, Cleanliness
Style, Decoration, Acoustic, Smell
Employee appearance.

20. BOSTON CONSULTING GROUP MATRIX
STARS
QUESTION
MARKS
CASH COWS DOGS
MARKETGROWTHRATE
RELATIVE MARKET SHARE
HIGH LOW
LOWHIGH
STARS
PARACHUTE,
SAFFOLA,
REVIVE,
BEARDO
QUESTION MARKS
HAIR AND
CARE
VEGGIE
KAYA
CASH COWS
ZATAK,
LIVON
SETWET.
DOGS
MEDIKER
NIHAR

21. The AIDA Model
AWARENESS
Internet marketing, flyers, news paper ads, tv
advertisements, social media marketing, celebrities,
promotional offers.
ACTION
Buy the most trutsed brand from granny to
grandchild and mostly endorsed by grandma’s to
further genarations.
DESIRE
Strong hair, pure 100% , pure smell, look style.
INTEREST
Price deal, price pack deal, festive sales and offs,
multi packs.
ACTIONA
DESIRE
AWARENESS
INTEREST
D
A
I

22. MARKET
SEGMENTATION
Products
and services
for daily
needs.
MARKET
TARGETING
Every Indian
especially
middle class
families
PRODUCT
POSITIONING
With Marico,
your every
single day
needs are
fulfilled.
S T P
Segmentation,Targeting and Positioning

23. MARKET SEGMENTATION
Only for parachute
The main market segment for Parachute brand is people who firmly believe in
nutritious
value of the product.
1. Demographic -
• Females
• Early teens to old age
• SEC – A1,A2,C,D
2. Geographic -
• Urban & Rural (Metros and tier 1)
3. Psychographic -
• Working and Non working women
• Believes in age old tradition that parachute oil actually nourishes hair rather than going
for chemical products & looking beautiful.
• Has mainly targeted the women of all age category of rural and urban market. The
reason behind
targeting the women is that the male segment has no particular choice in hair oil.
4. Behavioral-

24. MARKET TARGETING
Only for parachute
Every Indian household especially the middle class.
1. GENDER :
• Females
2. AGE :
• 19-50 years of age
3. PRIMARY MARKET :
• Married , middle aged women & female members of her family.
4. SECONDARY MARKET :
• Single, Women in their twenties
5. LIFESTYLE :
• Upper middle class , SEC(Socio economic class) A1,A2(upper most
consuming class),C(Middle segment), D(lower most segment)
• Socially active
• Working & Non Working women

25. PRODUCT POSITIONING
Only for parachute
POINT OF PARITY -
• Available in different sizes
• Suitable for different hair types ; like – for dry as well as oily
• Suitable for different hair problems such as Dandruff, dry hair ,
protection
2. POINT OF DIFFERENCE –
• Relevance – emphasizing on type of hair and hair oil problems
commonly
faced by women.
3. DISTINCTIVENESS –
• Focusing on repairing the problem from roots
4. BELIEVABILITY/CREDIBILITY –
• Used ordinary looking non models in advertisement
5. BENEFITS –
Dandruff control , freedom of dry hair , hair repair , nourishment

26. SWOT / TOWS Matrix
27
S
T
W
O
STRENGTHS
THREATS
WEAKNESSES
OPPORTUNITIES
W
T
O
S
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Strategy, Parachute brand,
Target customers,
Diversification
Failed products, too may
products, inability to build
brand image.
Growth in new markets,
Y-o-y growth in sales
Mergers and acquisitions
Raise in income level
Chemical based mineral
oils, competition, FDI in
retail, competition from
local and unbranded.

27. Porter’s Five Forces
BARGAINING
POWER OF
SUPPLIERS
BARGAINING
POWER OF BUYERS
THREAT OF
NEW
ENTRANTS
THREAT OF
SUBSTITUTES
COMPETITIVE
RIVALRY
Threat of substitutes
Hence, threat of substitute is high in the industry.
Being an essential commodity the demand is elastic for
consumer products. Multiple brands positioned with
narrow product differentiation. Companies entering a
category /trying to gain market share compete on
pricing which increases products substitution.
There is Price war..
Bargaining power of buyers
Low switching cost and aggressive marketing strategies
under intense competition within the FMCG companies
induce Customers to switch between products, thereby
driving value for money deals for consumers. Availability
of same or similar alternatives. High brand loyalty for
some products, thereby discouraging customers’ product
shift.
Bargaining power of suppliers
Threat of new entrants
Large investments in setting up distribution networks and
competition, promoting brands from established companies
because of medium entry and exit
barriers. Integrated business model and
increasing capital requirement in the industry
restrict new entrants.
Prices are generally governed by international commodity
markets, making most FMCG companies price takers.
Because of the long term relationships with
suppliers etc., FMCG companies negotiate better rates
during times of high input cost inflation

28. INTRODUCTION GROWTH MATURITY DECLINE
PRODUCT
EXTENSION
SALES
TIME
Product life cycle
parachute
Set wet
Livon

29. PRODUCT
DEVELOPMENT
STRATEGY
MARKET
PENETRATION
STRATEGY
MARKET
DEVELOPMENT
STRATEGY
DIVERSIFICATION
STRATEGY
MARKETS/CUSTOMERS
PRODUCTS / SERVICES
EXISTING NEW
NEWEXISTING

30. Parachute coconut
oil
Parachute
advanced lotions
nihar
Beardo, setwet,
kaya, revive ,livon
MASLOWS HIERARCHY OF
NEEDS

31. THE TAX SAGA

32. The GST on edible oil is 5% The price of 600 ml bottle is 198 Rs
So GST is 35.64Rs
The GST on cometic oil is 5%The price of 600 ml bottle is 198 Rs
So GST is 9.9 Rs
The difference is
25.74 Rs

33. ATOUGH COMPETITION

34. THETALE OF
CHYAWANPRASH

37. Dabur takes Marico's Saffola to court over similarities in
product packaging

39. ThankYou
Jai Sai
Ram