Marico is one of the successful Indian conglomerates with its interests aligned with manufacturing industry and retailing consumer goods in addition to catering services in the beauty space. The origin of the company takes back us to the year 1948 when a trading business family, Mariwala based in Mumbai started Bombay Oil Industries Ltd. BOIL facility was mainly comprised of a vegetable oil refinery, a chemical plant and a coconut oil extraction plant. BOIL started to diversify into different branded customer products. They incorporated Marico Foods Limited in 1988 and shifted the consumer products division of BOIL into it. In the year 1990, BOIL made an agreement with Marico to share its vegetable oil brand Saffola and Coconut oil brand Parachute. The company successfully accomplished several acquisitions in the later years. The most notable one is the acquisition of P & G's anti-lice treatment brand, Mediker in 1999. Marico acquired the Parachute and Saffola brands in the year 2001 from Bombay Oil Industries Ltd. It also entered into skin care industry in 2003 by acquiring Sundari LLC of the USA, a company catering luxury ayurvedic products. The other popular brand acquired by Marico is Manjal, Kerala based herbal bath soap. In this report, we try to understand different marketing parameters on which Marico’s performance can be evaluated like SWOT analysis, PESTEL analysis and Marketing Mix.
This slide cover how the nano concepts are emerged. All marketing strategies are covered in this slide. 1 lakh costing car and its feature are analysed in this slide.
The presentation talks about Pantaloons. The company's 5 P's of Marketing, SWOT Analysis, PESTEL Analysis, Organisation Structure and Finances have been covered.
This slide cover how the nano concepts are emerged. All marketing strategies are covered in this slide. 1 lakh costing car and its feature are analysed in this slide.
The presentation talks about Pantaloons. The company's 5 P's of Marketing, SWOT Analysis, PESTEL Analysis, Organisation Structure and Finances have been covered.
M&M complete analysis done in the year 2013, from july 2013-october 2013 with the help of our respective college staff. Special thanks to the Dean Prof. Bhattacharjee & visiting faculty prof. Abhay Srivastava.
Comparative Analysis of Westside vs. PantaloonsEr. Ajay Sharma
In this presentation, our team conducted research on comparative analysis of Westside vs. Pantaloons store at Elante Mall, Chandigarh. You can read our findings in the video. Youtube video link is also attached.
Youtube video: https://youtu.be/Oys2EtVzdu0
For more information: mrajaysharma868@gmail.com
Saffola Case Study: tiff between fortune oil
Includes Suffola's success story and its products ranges and features along with the competitor's analysis.
Project on D-Mart (A consumer buying behaviour with respect to D-Mart)Rajeshwari Chaudhari
Its very useful project to find out customer satisfaction with D-Mart, and its very important for the last years students who are searching for the new Project ideas. its made for the semester pattern exams.We use to check consumer buying behaviour regarding D-Mart. it will to find out the real growth as well as profit of D-Mart.
M&M complete analysis done in the year 2013, from july 2013-october 2013 with the help of our respective college staff. Special thanks to the Dean Prof. Bhattacharjee & visiting faculty prof. Abhay Srivastava.
Comparative Analysis of Westside vs. PantaloonsEr. Ajay Sharma
In this presentation, our team conducted research on comparative analysis of Westside vs. Pantaloons store at Elante Mall, Chandigarh. You can read our findings in the video. Youtube video link is also attached.
Youtube video: https://youtu.be/Oys2EtVzdu0
For more information: mrajaysharma868@gmail.com
Saffola Case Study: tiff between fortune oil
Includes Suffola's success story and its products ranges and features along with the competitor's analysis.
Project on D-Mart (A consumer buying behaviour with respect to D-Mart)Rajeshwari Chaudhari
Its very useful project to find out customer satisfaction with D-Mart, and its very important for the last years students who are searching for the new Project ideas. its made for the semester pattern exams.We use to check consumer buying behaviour regarding D-Mart. it will to find out the real growth as well as profit of D-Mart.
A Brief Overview of FMCG Industry and Marico Limited.
This slide gives a basic idea of Marico Limited and they Survive in During COVID19 and Marico Products. That's slides Include -
1. What is FMCG?
2.Why FMCG?
3. Key Growth & Opportunites In FMCG
4.Top FMCG Company
5. Marico Ltd Introduction
6. Products of Marico
7.Why Marico
8. Market share & Growth of Marico
9. Facts of Marico
10. How Marico has been impacted by COVID 19
11. New Product of Marico on COVID era
12. Recent Achievement of Marico
marico description and it is divided into hair care health care and skin care also included with the future growth and the international boundaries.........
This paper is the result of the information which has been acquired from the case file. We attempted our level most suitable to prepare this case solution.
This assignment was part of the hiring process at Tracxn. The problem statement was designing an effective customer ticketing system. The detailed problem statement is shared below-
You are the Head of the Customer Support department for a B2B company providing research services. Your team acts as the primary point of contact for all customer queries and is responsible for resolving them. Each customer query is treated as a ticket and the system to resolve these tickets is being referred to as the ticketing system. You are required to design this ticketing system.
Problem Statement-
As of 2022, Teams has over 270 million monthly active users. Launched in 2017, with 2 million monthly active users, they have been able to grow their users more than 10x times in only 5 years. You’ve recently joined as VP of Product with Microsoft Teams. You realized your forte has been to cater mainly to businesses and educational institutions up until now, with the entire application built around making collaboration better in workspaces and schools and colleges.
However, with offices and schools/colleges opening up, you fear Teams might become obsolete and start losing the growth trajectory they have been on up until now. You want to break your synonymity with only offices and educational institutions and want to bring changes in the current app to acquire more users who are looking to communicate with others.
Indian start-ups are going through a hard time, with many of them laying off employees for reasons like conserving cash for day-to-day operations. Since the start of this year, almost 8,000 employees have been laid off from various start-ups, indicating trouble brewing in the near future. Some estimates say that this number will likely increase as the year progresses. Other instances like Paytm’s Paytm mall losing nearly all of its valuation are painful examples of things going south in the Indian start-up scenario. However, to understand the current situation at hand, it is imperative that we start from the beginning with a healthy dose of context.
[Project] Customer experience and buying behaviour in e-commerce sitesBiswadeep Ghosh Hazra
The growing usage of internet in India provides an extremely lucrative market for many retailers and businesses. If e-retailers get to know the factors that broadly affect online behaviour, and the corresponding relationships between the type of online buyers and these factors, then they can further fine tune their marketing strategies to convert potential customers into permanent customers, while keeping the existing online ones.
This project on consumer behaviour is a part of a study, that broadly focuses on the factors which Indian online buyers keep in mind while they are shopping online. The research conducted found that Customer Service, Customer Review/Recommendations and Discount/Offers are the three dominant factors that influence online consumer perception. Consumer behaviour is an applied discipline because some decisions are significantly affected by their expected actions. The two perspectives that demand application of its knowledge are societal and micro perspectives. Internet is changing the very method consumers shop, buy goods and services, and has rapidly become a global phenomenon.
Today all companies must use the Internet with the goal of cutting marketing costs, and at the same time, received quantitative information; thereby reducing the price of the services and products, the companies offer. High competition compels companies to continuously look for cost cutting measures. Companies also use internet to communicate, convey and disseminate information, to take feedback, conduct satisfaction surveys with customers and most importantly, to sell the product.
Analysing in terms of-
Liquidity Ratio
1. Current Ratio (Current Assets / Current Liabilities)
2. Liquid Ratio (Cash + Marketable Securities + Account Receivables) / Current Liabilities
Profitability Ratio
1. Gross Margin (Gross profit / Sales)
2. Net Profit Ratio (Net Profit / Net Sales)
3. ROE (PAT / Equity)
4. ROCE (EBIT/Capital Employed)
Solvency Ratio
1. Debt/Equity
2. Debt/TA
Problem Statement: To determine whether the buying propensity of Indians towards smartphones is dependent on Age, Profession and Gender
Objective:
To determine whether the buying propensity of Indians towards smartphones is dependent on
1. Age
2. Profession
3. Gender
To what extent these factors affect the willingness of the Indian people to purchase a smartphone
Sources of data collection
We have collected data from primary sources by floating a Google Form which was filled by our batchmates, friends and relatives, each belonging to different age groups, diverse backgrounds and also working in varied domains.
Introduction
For any business to be successful, having a proper supply chain management is a must. It involves the suppliers, retailers, the distribution channels and the manufactures. Leveraging the optimization of the supply chain can lead to improvements in the domains of demand planning, Inventory control, decision making, order fulfillment and customer service.
Dairy business accounts for one of the major revenue in Odisha’s economy. Unlike other domain of business, the main raw material, milk is a highly perishable product and thus time plays an effective and significant role. The supply chain includes breeding of animal and cattle, centers for collection of milk, processing centers to condense the milk and bring it to consumable form and making other products and finally the distribution systems to reach out the customers via wholesalers and retailers. We have identified, three major anchors, a) the daily processors who aim to maximize the profit, b) the milk collection centers who aim to sell the most and c) the distributers who want quality and availability as per the demand.
This project aims at optimizing the transportation cost involved in the entire chain i.e daily process of the collection from the farms, from processing centers to distributing centers.
Problem Description
As a part of our project we had to design an optimal model for the dairy supply chain. The company that we have chosen is Milky Moo which has a processing center in GOP, Puri. It has successfully met the needs of the customers in Odisha as well as in regions of Bengaluru and Hyderabad. The company has established itself as a leading producer of dairy products in Odisha. The company is highly concerned withpthe time required for transporting the raw materials as the raw product is a perishable item and this can directly affect the production system’s.
Modelling Approach
The number of hours of work for the company’s processing plant is 12 hours starting from 5:30 am to 5:30 pm.
Assumptions:
1. The demand is equal to supply
2. There is no production after official working hours.
3. Each plant is capable of producing 100% output and is equally productive.
4. Each Processing plant can handle 50% of the load
5. The vehicles used for shipment run 15km for 1 liters of diesel
6. Diesel Price in Bhubaneswar : Rs 68/Ltr
7. Capacity of vehicles : 3500 litres of milk
8. Cost of shipment for 1 km = Rs. 3.90
The 3 aspects of supply chain are: collection centers, processing units and distribution centers. The initial process involves collection of milk from local farmers in the milk collection centers located at various places.
A. About the company and the Sustainability Initiatives
Royal Dutch Shell PLC, which is more commonly known as Shell, founded in the year 1907, is a group of global energy and petrochemical companies employing more than 80,000 people in more than 70 countries. The organization was formed as a result of the merger of Royal Dutch Petroleum Company and Shell Transport and Trading Company Limited. The company is currently headquartered in The Hague, Netherlands, and Incorporated in England and Wales. Forbes Global 2000, in the year 2019, ranked Shell as the 9th largest company in the world, the largest company outside the PRC and the USA, as well as the largest energy company in the world. Shell also topped the ranking of Forbes Global 500 in the year 2013. Shell is a public limited company with its shares listed on Euronext Amsterdam, London Stock Exchange, New York Stock Exchange, and Philippine Stock Exchange. Its primary listing is on the London Stock Exchange and is a part of the FTSE 100 Index.
Shell has been engaged in vertical integration and is now present in every area of the O&G industry. Shell is actively engaged in the exploration, production, logistics, distribution, power generation, petrochemicals, and commerce. Shell has also ventured into renewable sources of energy such as hydrogen, wind, bio-fuel, and energy-kite.
Shell has divided its operations into different businesses:
Upstream: This organisation is engaged in the exploration and extraction of crude oil, natural gas, and natural gas liquids. Marketing and transporting of Oil and Gas are also done by this division.
Integrated Gas: This organisation is engaged in the management of LNG activities and the production of GTL fuels. It also includes the exploration for and the extraction of natural gas, and the operation and maintenance of the infrastructure that is necessary to make gas available in the market.
New Energies: This organisation is future-focused. It is engaged in the exploration of new opportunities and investment in commercially viable areas. Its main focus is on alternative sources of energy for transport such as hydrogen, bio-fuel, and electricity. Wind and solar energy are also areas of focus.
Downstream: This organisation is engaged in the creation of an integrated value chain that refines and trades crude oil and others into different products, which are then sold all around the globe. The products include petrol, diesel, aviation fuel, sulphur, heating oil, marine fuel, bio-fuel, lubricants, and bitumen. In addition to these, petrochemicals and oil sand activities are also managed by this organisation.
Projects and Technology: This organisation is engaged in managing the projects undertaken by the company to ensure its timely completion and innovation for new technologies. It provides technical assistance to other organisations as well.
The project is based on the following-
1) Internal rate of return (IRR) is the rate of return that will equate the present value of a multi-year cash flow with the cost of investing in a project
The IRR is the discount rate that renders the NPV of the project equal to zero
2) Profitability index also called as Benefit- Cost ratio or desirability factor is relationship between present value of cash inflow and the present value of cash outflow.
A) Introduction:
This project covers in-depth two restaurants (one small and one mid-sized) and their way of working on a daily basis. Both of these restaurants were covered extensively throughout for around a month where we got to know their method of day to day working and also the strategies that they follow to minimize cost and increase profitability.
B) What we did:
As per our project guidelines, we chose two restaurants, one mid-level and another a small restaurant, serving a modest number of customers per day. For both the restaurants, we spoke to the owners and formed an estimated balance sheet, business model, income statement, cost classification, cost collection, sources of revenue and inventory management. We also covered the various ways these restaurants deliver food, either through Food Aggregators or through takeouts and in-house customers. We then found out the Break-Even Point (in sales) for these restaurants. Finally, the report concludes with some recommendations for both of these restaurants in order to improve visibility and increase sales.
Developments which led to the current banking scenario:
Phase of having high inflation and interest rates
Major deregulation policies implemented in 1980s-boosted cross-border investment.
High levels of regulations via Basel III
China’s successful policy of state-directed economy - challenged by the middle-class’s needs
Power Division between the East and the West.
Governments’ decision to raise more money from taxes- direct implementation on banks
This led to more and more need for innovation.
Warehouse management is an essential piece of the supply chain process and creates a clearly defined breakpoint between the supply and demand aspects of any business.
Warehousing consists of two prime elements of cost and administration through: -
1. Minimize total operational cost
2. Giving the ideal degree of service
A warehouse can work in different forms from a single territory as a base receiving, storing and preparing for delivery to the complete commercial center to a mind-boggling organization central, regional and local facilities.
Chosen Organization is Wal-Mart since it is the largest retail corporation and has extraordinary supply chain management.
The report discusses Udyog Enterprises, a distributor of construction chemicals for Sika company. It stores the chemicals by Sika in its inventories and then supplies them to companies as per demand. The customers are largely divided into two main segments, industrial buyers and retail buyers. 95% of the revenue comes from retail buyers.
The methods through which the company generates leads are-
Sika provides them information about the projects happening
Through site visits by a team of engineer from Sika and sales force from Udyog
Through some information in newspaper ads
Through word-of-mouth, if the company hears about any projects going on then we approach the company.
This presentation describes the Hospitality Industry in India and how to solve the possible quality, inventory management and other operational issues that are rampant there and what service level innovations can solve these issues. It also takes into account COVID-19.
[Project] FRAMEWORK FOR SUPPORTING “BUSINESS PROCESS REENGINEERING “-BASED BU...Biswadeep Ghosh Hazra
A short presentation on Business Process Re-engineering Based Models. It consists of Strategic, Project Management, Information Technology, Top Management and Cultural Factors. There are various models/frameworks and indicators like- Porters 5 Forces Model, 4 CSFs for BPR Implementation, From-to analysis, Financial Indicators.
[Project] Retail Management Report Brands Versus Private Labels- Fighting to WinBiswadeep Ghosh Hazra
INTRODUCTION-
Private label brands are on the rise right now everywhere in the world and command a higher unit share than the strongest of national brands in 77 out of 250 product supermarket categories which is an astonishing 31% and even in 100 of those categories, Private Label comes a close second or third position. However, manufacturers do not realize that sales of private labels sales vary with the economic conditions of the country they are operating in. Their share goes up when the economy is suffering and tanks in stronger growth periods.
The proof of this claim is evident from the following fact- During the last 20 years, Private Label share of markets has averaged out at a decent 14% of the U.S dollar supermarket sales. This share was 17% during 1981-82 at the peak of the recession and in the year 1994, this share dropped to 14.8% despite receiving media adulation. Private labels have managed to pressurize strong national and international brands but brands must also assess the threats that are possible from private labels and whether they will decline or mature in the future.
European Markets have seen quite success with Private Label Brands and compared to USA supermarkets which has only 15% of their sales come from Private Label Brands, European supermarkets has 54% of their sales from PLBs. This is because in Europe, the television markets are highly regulated and hence advertising is limited. Also, grocery chains dominate the entire European landscape and hence retailers hold more power in relation to manufacturers than in the United States of America.
The project describes the Distribution, Analysis and Social Media Campaign for a fictional Agarbatti company called OMM Agarbatti. We developed a rural campaign along with a strong social media strategy.
We covered-
1) BUILDING RURAL DISTRIBUTION
2) NGOs IN DIFFERENT LOCATIONS
3) SOME KEY STATISTICS
4) INFOGRAPHICS
5) DEMOGRAPHIC DIVISION
6) Distribution Strategy in BOP market
7) Incentives to women
8) POSITIONING STATEMENT
9) RATIONALE BEHIND THE CAMPAIGN
10) Poster for Social Media Campaign
11) Marketing strategy adopted
12) Newspaper Advertising
13) YouTube marketing
14) Facebook campaign
15) Instagram campaign
In this report, we have a clear objective of planning and designing the IT structure and its implementation in the firm.
The objectives are as follows:
• Analyse the IT sector scenario and the company structure and working
• Risk assessment of the business environment
• Process, Application and Technology Integration
• Define a cloud strategy for Mindfire Solutions
• Devise the Technology Scorecard for the departments
• Suggest Change Management in regards to cloud implementation
• Prepare an action plan for each stakeholder
• State the benefits of the IT implementation
Dove is a personal care brand which is owned by Unilever. It was created in the year 1955 by an American chemist named Vincent Lamberti. The Dover products are sold in more than 150 countries and are offering a range of products for women, men and children. Dove's logo is a silhouette profile of the brand's namesake bird. The products include beauty bars, lotions/moisturizers, antiperspirants/deodorants, hair care, body washes, or facial care products.
Introduction:
National Aluminum Company Limited (NALCO) is a Navratna PSU under Ministry of Mines. It was established on 7th January, 1981, with its registered office at Bhubaneswar. It has one of the largest integrated Bauxite-Alumina-Power Complex in India. The Bauxite Mines and Alumina Refinery are located at Damanjodi, Koraput and its Captive Power Plant and Smelter Plant at Angul.It also has ventured into backward integration by establishing a Caustic Soda plant in Gujarat. The procurement and handling process for each of the above varies due to multiple factors and the same has been highlighted further in the report.
Objective:
To understand the ‘Material Requirement Planning ‘process at National Aluminum Company Limited (NALCO) at Bhubaneswar. The project is aimed at deepening the group’s understanding of the topic by critically analyzing the existing process at the selected company.
Digital Money Maker Club – von Gunnar Kessler digital.focsh890
Title One is a comprehensive examination of the impact of digital technologies on
modern society. In a world where technology continues to advance rapidly, this article delves into the nuances and complexities of the digital age, exploring Its implications across various sectors and aspects of life.
Financial curveballs sent many American families reeling in 2023. Household budgets were squeezed by rising interest rates, surging prices on everyday goods, and a stagnating housing market. Consumers were feeling strapped. That sentiment, however, appears to be waning. The question is, to what extent?
To take the pulse of consumers’ feelings about their financial well-being ahead of a highly anticipated election, ThinkNow conducted a nationally representative quantitative survey. The survey highlights consumers’ hopes and anxieties as we move into 2024. Let's unpack the key findings to gain insights about where we stand.
Core Web Vitals SEO Workshop - improve your performance [pdf]Peter Mead
Core Web Vitals to improve your website performance for better SEO results with CWV.
CWV Topics include:
- Understanding the latest Core Web Vitals including the significance of LCP, INP and CLS + their impact on SEO
- Optimisation techniques from our experts on how to improve your CWV on platforms like WordPress and WP Engine
- The impact of user experience and SEO
Short video marketing has sweeped the nation and is the fastest way to build an online brand on social media in 2024. In this session you will learn:- What is short video marketing- Which platforms work best for your business- Content strategies that are on brand for your business- How to sell organically without paying for ads.
Digital marketing is the art and science of promoting products or services using digital channels to reach and engage with potential customers. It encompasses a wide range of online tactics and strategies aimed at increasing brand visibility, driving website traffic, generating leads, and ultimately, converting those leads into customers.
https://nidmindia.com/
Videos are more engaging, more memorable, and more popular than any other type of content out there. That’s why it’s estimated that 82% of consumer traffic will come from videos by 2025.
And with videos evolving from landscape to portrait and experts promoting shorter clips, one thing remains constant – our brains LOVE videos.
So is there science behind what makes people absolutely irresistible on camera?
The answer: definitely yes.
In this jam-packed session with Stephanie Garcia, you’ll get your hands on a steal-worthy guide that uncovers the art and science to being irresistible on camera. From body language to words that convert, she’ll show you how to captivate on command so that viewers are excited and ready to take action.
The What, Why & How of 3D and AR in Digital CommercePushON Ltd
Vladimir Mulhem has over 20 years of experience in commercialising cutting edge creative technology across construction, marketing and retail.
Previously the founder and Tech and Innovation Director of Creative Content Works working with the likes of Next, John Lewis and JD Sport, he now helps retailers, brands and agencies solve challenges of applying the emerging technologies 3D, AR, VR and Gen AI to real-world problems.
In this webinar, Vladimir will be covering the following topics:
Applications of 3D and AR in Digital Commerce,
Benefits of 3D and AR,
Tools to create, manage and publish 3D and AR in Digital Commerce.
In this presentation, Danny Leibrandt explains the impact of AI on SEO and what Google has been doing about it. Learn how to take your SEO game to the next level and win over Google with his new strategy anyone can use. Get actionable steps to rank your name, your business, and your clients on Google - the right way.
Key Takeaways:
1. Real content is king
2. Find ways to show EEAT
3. Repurpose across all platforms
Mastering Multi-Touchpoint Content Strategy: Navigate Fragmented User JourneysSearch Engine Journal
Digital platforms are constantly multiplying, and with that, user engagement is becoming more intricate and fragmented.
So how do you effectively navigate distributing and tailoring your content across these various touchpoints?
Watch this webinar as we dive into the evolving landscape of content strategy tailored for today's fragmented user journeys. Understanding how to deliver your content to your users is more crucial than ever, and we’ll provide actionable tips for navigating these intricate challenges.
You’ll learn:
- How today’s users engage with content across various channels and devices.
- The latest methodologies for identifying and addressing content gaps to keep your content strategy proactive and relevant.
- What digital shelf space is and how your content strategy needs to pivot.
With Wayne Cichanski, we’ll explore innovative strategies to map out and meet the diverse needs of your audience, ensuring every piece of content resonates and connects, regardless of where or how it is consumed.
Come learn how YOU can Animate and Illuminate the World with Generative AI's Explosive Power. Come sit in the driver's seat and learn to harness this great technology.
For too many years marketing and sales have operated in silos...while in some forward thinking companies, the two organizations work together to drive new opportunity development and revenue. This session will explore the lessons learned in that beautiful dance that can occur when marketing and sales work together...to drive new opportunity development, account expansion and customer satisfaction.
No, this is not a conversation about MQLs and SQLs. Instead we will focus on a framework that allows the two organizations to drive company success together.
Mastering Local SEO for Service Businesses in the AI Era is tailored specifically for local service providers like plumbers, dentists, and others seeking to dominate their local search landscape. This session delves into leveraging AI advancements to enhance your online visibility and search rankings through the Content Factory model, designed for creating high-impact, SEO-driven content. Discover the Dollar-a-Day advertising strategy, a cost-effective approach to boost your local SEO efforts and attract more customers with minimal investment. Gain practical insights on optimizing your online presence to meet the specific needs of local service seekers, ensuring your business not only appears but stands out in local searches. This concise, action-oriented workshop is your roadmap to navigating the complexities of digital marketing in the AI age, driving more leads, conversions, and ultimately, success for your local service business.
Key Takeaways:
Embrace AI for Local SEO: Learn to harness the power of AI technologies to optimize your website and content for local search. Understand the pivotal role AI plays in analyzing search trends and consumer behavior, enabling you to tailor your SEO strategies to meet the specific demands of your target local audience. Leverage the Content Factory Model: Discover the step-by-step process of creating SEO-optimized content at scale. This approach ensures a steady stream of high-quality content that engages local customers and boosts your search rankings. Get an action guide on implementing this model, complete with templates and scheduling strategies to maintain a consistent online presence. Maximize ROI with Dollar-a-Day Advertising: Dive into the cost-effective Dollar-a-Day advertising strategy that amplifies your visibility in local searches without breaking the bank. Learn how to strategically allocate your budget across platforms to target potential local customers effectively. The session includes an action guide on setting up, monitoring, and optimizing your ad campaigns to ensure maximum impact with minimal investment.
2. ~ 2 ~
EXECUTIVE SUMMARY
Marico is one of the successful Indian conglomerates with its interests aligned with
manufacturing industry and retailing consumer goods in addition to catering services
in the beauty space. The origin of the company takes back us to the year 1948 when
a trading business family, Mariwala based in Mumbai started Bombay Oil Industries
Ltd. BOIL facility was mainly comprised of a vegetable oil refinery, a chemical
plant and a coconut oil extraction plant. BOIL started to diversify into different
branded customer products. They incorporated Marico Foods Limited in 1988 and
shifted the consumer products division of BOIL into it. In the year 1990, BOIL made
an agreement with Marico to share its vegetable oil brand Saffola and Coconut oil
brand Parachute. The company successfully accomplished several acquisitions in the
later years. The most notable one is the acquisition of P & G's anti-lice treatment
brand, Mediker in 1999. Marico acquired the Parachute and Saffola brands in the
year 2001 from Bombay Oil Industries Ltd. It also entered into skin care industry in
2003 by acquiring Sundari LLC of the USA, a company catering luxury ayurvedic
products. The other popular brand acquired by Marico is Manjal, Kerala based herbal
bath soap. In this report, we try to understand different marketing parameters on
which Marico’s performance can be evaluated like SWOT analysis, PESTEL
analysis and Marketing Mix.
3. ~ 3 ~
TABLE OF CONTENTS
1) Introduction
2) Information about company
3) Information about Macro environmental trends
4) Information about Micro environmental trends
5) Research Methodology and Data Analysis
6) Critical Analysis
7) Marketing Mix
• Annexure
• References
4. ~ 4 ~
1) INTRODUCTION
Marico Limited is one of the few India’s highly successful purchaser items organizations
working in the excellence space. Operating in 25 countries spanning across the growing
markets of Asia and Africa, Marico is known for sustaining numerous brands in the sectors of
skin care, hair care, wellbeing nourishments, consumable oils and texture care. Some of
Marico’s Indian brands are “Parachute, Saffola, Nihar, Nihar Naturals, Hair and Care, Set
Wet, Revive, Mediker and Livon”. The business internationally offers “Parachute, Caivil,
Isoplus, HairCode, Hercules, Code 10, X-Men, Ingwe and Thuan Phat which confine to
satisfying the life needs of shoppers across the whole world”.
Marico Limited, an FMCG giant was found on thirteenth day of October 1988 under the title
of Marico Foods Limited. Later the name was changed to Marico Industries Limited from 31st
October 1989. During the month of December in 1989, following the agreement with M/s.
Rasoi Industries Limited, it bought its unit situated in M.I.D.C Modern Estate, Jalgaon. Next
year, Marico Limited (ML) signed a Registered Users Agreement with Bombay Oil Industries
Limited (BOIL) for the use of brands Saffola and Parachute for a time period of three years
starting from April of the year. A new plant was installed in Kanjikode, Kerala which became
operative from May, 1993. In the year of 1995, ML acquired the SIL brand from KFL for a
compensation of Rs.3 crores. Marico expanded its Sweekar oil brand into two refined oil
passages, Sweekar mustard oil and Sweekar cotton seed oil in 1997. In 1997, Marico setup
two new manufacturing facilities, one in Jalgaon to process the cotton seeds and the other in
Jaipur for mustard oil.
Motive behind choosing company:
Being in FMCG division for only 30 years the organization has extended by gigantic a far
cry spreading its business crosswise over 25 nations. Organization gaining practical
experience in Oil items make organization extraordinary from other FMCG contenders, who
are yet to discover appropriate ground in this division. Parachute, an item which every Indian
may have utilized in their lifetime just couple of realize that has a place with Marico. A
decent item blend and nonstop development demonstrating organization made us to have a
more critical take a gander at organization's by and large.
5. ~ 5 ~
2) INFORMATION ABOUT THE COMPANY
MISSION
"Make a difference."
Our sustainable growth story lays on an engaging work culture that urges our individuals to
take total proprietorship and have any kind of effect on our whole business and social
biological system.
VISION
"Transform in a sustainable manner, the lives of all those we touch, by nurturing and
empowering them to maximize their true potential."
The competence of business is in its motivation and not its benefits. Marico today is
something beyond a business and we are guided by the obligation of characterizing, making
and dispersing esteem and the commitment to enable our partners to understand their actual
potential. This common vision gives us a brought together feeling of direction and pledge to
be the best in all that we do.
HISTORY
Marico is a consumer products organization based out of Mumbai, India. It rolls out items
significantly in Health and Beauty care portions. Marico Industries Ltd. began its adventure
in the year 1990 when the shopper items division of Bombay Oil Industries Ltd. (Bubble) was
spun off into a different organization. During that year Marico had consented to an
arrangement with its parent organization BOIL to utilize the Parachute and the Saffola
brands. The organization did its IPO in 1996. In 1999, it had entered a multi-year union with
P&G, to disseminate its Oldspice image items, Pampers diapers, and Ariel cleanser bars.
After 2000, Marico began obtaining items divisions from other FMCG organizations. It
obtained jam, sauce, different leafy foods item division from Kanmoor Foods. It gained the
controlling stake of Sundari LIC, a US-based Ayurvedic skincare items organization (Rural
Marketing: Indian Perspective, p. 151). In 2012, it procured the Halite Personal Care brand of
Paras Pharma from Reckitt Benckiser. Recently, it procured a real stake in Beardo, a men's
prepping organization.
STRATEGY
Marico has identified areas of transformation where it will plan and implement high-quality
process excellence and execution excellence. Marico's strategic pillars on which strategies are
formulated are Innovation, Talent Value Proposition, Go-To-Market Transformation, Growth
of Core Categories and Cost Management.
6. ~ 6 ~
STRUCTURE
FLAT STRUCTURE:
Marico has a flat organizational structure comprising of only five levels of reporting between
the Managing Director and the shop floor operator. This flat structure defines the clarity of
roles and it helps in being reactive to the environment. Each member of the organization is
empowered irrespective of the level operating.
1.Profit Centers:
This division produces and markets the leading consumer product brands of Marico like
Parachute, Saffola, Kaya Skin Clinics under the banner of Kaya Skin Care Ltd. These Profit
Centers have their respective sales force, marketing teams, and distribution channels.
2. Finance:
The Finance department of Marico handles the legal, tax, treasury control systems and
management information system support.
3.Human Resource:
Equally important HRD team formulates and builds the strategies for a stable and successful
organization.
SIZE
Marico is categorized as a large enterprise as its annual revenue crosses $1 billion.
PRODUCTS
The organization holds various brands under its flag which incorporates Kaya, Sundari,
Parachute, Nihar, Oil of Malabar, Saffola, Hair&Care, Mediker, Revive, Manjal, Livon,
Sweekar, Set Wet, Zatak, Shanti, Fiancee, HairCode, Eclipse, X-Men, Hercules, Caivil,
Thuan Phat, Code 10, Ingwe, Grace and Black Chic.
MARKETS
Marico is operationally active in twenty-five countries across emerging markets of Asia and
Africa. It has fostered multiple brands in the categories of skin care, hair care, fabric care,
health foods, edible oils and male grooming. Marico’s India business markets household
brands such as Parachute, Parachute Advanced, Saffola, Hair & Care, Nihar, Nihar Naturals,
Mediker, Set Wet, Livon and Revive among others that add value to the life of every one
person in every three Indians.
7. ~ 7 ~
MACRO TRENDS – ECONOMIC AND ENVIRONMENTAL
On the large scale financial front, India has been seeing auxiliary switches that open up new
roads for development. The level of youth in the full-scale populace has developed
essentially, with 55% of complete populace being in the age gathering of 25-55. Another
expending class has risen because of the ascent of the administration division and has one of
a kind need. There is an expanding request in the wellbeing categories (skincare and social
insurance). All these have prompted openings in different areas of the Indian Economy.
Marico is advancing techniques to abuse these chances and develop its organizations in the
consideration, human services, and healthy skin portions
A decent monsoon in 2018 and expectations of a good monsoon in 2019 have made open
doors for Marico to change over buyers of free unbranded items to marked Marico items, as
genuine pay of Indian populace is relied upon to develop
Other full-scale monetary components like the subsidence, inconsistent precipitation, curbed
request, and social changes, demonstrations of god may influence the matter of your
organization as additionally industry on the loose
In the course of recent years, Marico has fortified its business essentials by putting resources
into new items and organizations, realigning its portfolio and making a pipeline of new
business and item thoughts through models. With this, Marico is very much set to exploit the
ideal full-scale financial circumstance.
“A business and the environment in which it operates are closely linked to each other. Hence,
we continuously endeavour to be in harmony with the nature to contribute to a sustainable
growth of our planet by reducing the environmental impact at all stages of our product life
cycle from development and design, procurement, production and logistics, sales to waste
and recycling.”
DR.SUDHAKAR MHASKAR
Chief Technology Officer
8. ~ 8 ~
3) MACRO TRENDS
On the large-scale financial front, India has been seeing auxiliary switches that open up new
roads for development. The level of youth in the full-scale populace has developed
essentially, with 55% of complete populace being in the age gathering of 25-55. Another
expending class has risen because of the ascent of the administration division and has one of
a kind needs. There is an expanding request in the wellbeing categories (skincare and social
insurance). All these have prompted openings in different areas of the Indian Economy.
Marico is advancing techniques to abuse these chances and develop its organizations in the
consideration, human services, and healthy skin portions
A decent monsoon in 2018 and expectations of a good monsoon in 2019 have made open
doors for Marico to change over buyers of free unbranded items to marked Marico items, as
genuine pay of Indian populace is relied upon to develop
Other full-scale monetary components like the subsidence, inconsistent precipitation, curbed
request, and social changes, demonstrations of god may influence the matter of your
organization as additionally industry on the loose
In the course of recent years, Marico has fortified its business essentials by putting resources
into new items and organizations, realigning its portfolio and making a pipeline of new
business and item thoughts through models. With this, Marico is very much set to exploit the
ideal full-scale financial circumstance.
“A business and the environment in which it operates are closely linked to each other. Hence,
we continuously endeavour to be in harmony with the nature to contribute to a sustainable
growth of our planet by reducing the environmental impact at all stages of our product life
cycle from development and design, procurement, production and logistics, sales to waste
and recycling.”
DR.SUDHAKAR MHASKAR
Chief Technology Office
9. ~ 9 ~
4) MICRO TRENDS
COMPETITORS-
The aggressive force in the FMCG part in India is high and organizations need to concentrate
on marking, conveyance and advancement to guarantee their survival. Counter crusading by
contenders could lessen the viability of advancements. Similarly, forceful evaluating
positions by rivalry have the capability of making an interruption. Marico has as of late
entered classifications, for example, mass healthy skin, breakfast oats, hair styling, post-wash
leave-on conditioners, deodorants and hair hues where the focused power is generally higher
when contrasted with the sections it has been working in until now, for example, coconut oil,
hair oils and refined consumable oils.
CUSTOMERS-
Alongside Indian clients, in global markets too Marico has deliberately taken into account
clients who have a place with different societies and shopper propensities by altering its
items. For Example, “it offers perfumed oils to customers in Bangladesh and less sticky hair
creams and hair oils to Arab in the Gulf”.
Marico has exhibited its capacity to make new specialty classifications that don't have any
items contributions to serve the client's need. For Example, the deep-rooted propensity for
Indians of starching texture in high temp water exhibited a chance to make another class of
moment cold water starch and Marico propelled its image Revive to serve this market
opportunity. Thus, with Mediker, the organization made another new class of hostile to - lice
oil. Both Revive and Mediker have proceeded to end up overwhelming players in their
separate classifications and face restricted challenge.
SUPPLIERS AND DISTRIBUTORS-
In the Indian market, Marico's key quality is its broad appropriation organize that connects
about 1.7 million retail outlets spread the nation over. The dispersion system involves 5 local
workplaces, 30 organization stops and 6 transfer deals operators that supply to 850 merchants
in the urban zones and 11 super wholesalers in the provincial zones. The super merchants
administration in excess of 2600 stockists. Marico has a promoting and distribution coalition
with Indo Nissin Foods for Top Ramen.
Marico's assembling offices are situated at Jalgaon, Saswad, Sewreein Maharastra,
Palakkad(Kerala), Ponda(Goa) and Dehradun (Uttaranchal). It additionally gets its items
made through subcontractors. The organization has three auxiliaries. These incorporate
Marico Bangladesh Limited that makes and sells marked coconut oil in Bangladesh, Kaya
Skin Care restricted that gives skincare administrations and retails items and Sundari LLC,
USA for carrying on Ayurvedic skincare items.
“By maximizing our associates’s potential across the supply chain from farmers to suppliers,
packaging developers, distributors, and retailers- we create healthy partnerships that
improve the growth and sustainability of our businesses, yielding higher profits”
JITENDRA MAHAJAN,Chief Supply Chain Officer
10. ~ 10 ~
5) RESEARCH METHODOLOGY AND
DATA ANALYSIS
PRIMARY RESEARCH
It is a new kind of research that is carried out amongst the varied audience by involving
various surveys and questionnaires to get answers and preferences from the audience. Based
upon the data collected, the company gets an approximate idea about the consumer’s
preferences and their choices and the new trends in the market.
There are 5 stages to a successful primary research work that leads to a concrete and stable
results:
1. Floating surveys to get varied response from a large group of audience
2. Identifying the target audience
3. Interviewing the exhaustive audience
4. Collecting data points from the responses recorded
5. Critical analysis of the data to get an idea of the consumer’s preference.
We began our primary research by floating a survey to get an overview of the audience
pertaining to the Marico products and this is the response we got:
As per the data analysis from the responses received from the varied people, we get an idea
that most of the males ranging from the age group 18-25 have an inclination towards the
Marico products.
11. ~ 11 ~
On interviewing the target audience, we found that most of the people prefer using coconut
oil amonsgt all the products available in the market.
12. ~ 12 ~
On doing in depth interview with few of the people, we concluded that people prefer
parachuteoilbecauseofitsqualityandcheapratesatwhichitisavailableinthemarket
Moreover, Marico’s products are now expanding their vision to the male fraternity by
extending their market to grooming male pertaining to their wellness and as per the new
analysis the market is picking up at a fast pace.
Not only this, but Marico also has a dynamic impact on the family’s daily life by being an
essential part of it. As per the analysis , 70% of the homes use Marico oil products fo cooking
owing to its legacy, trust factor and the quality it provides.
13. ~ 13 ~
However, Marico needs a strong edifice when it comes to skin care products. As per the data
collected, users are not much aware of the skin care prodcuts that are available because of the
lack of promotion in the market.
Hence Marico can adopt the following methods to create its impact on the skin care market:
1.Awareness- Make a celebrity as the brand ambasaddor to create a buzz among new
customers
2.Incentive and discount-At the initial stage, to attract more audience one can give sashes as a
trail to allure the audience
14. ~ 14 ~
SECONDARY DATA AND ANALYSIS
As per the annual reports, 1 out of every 10 people use Nihar Shanti Amla oil owing to
legacy and brand that it has created for ages.
Not only this, the use of saffola at domestic homes has risen drastically and the
complete credit goes to the emotional touch it gives to the audience through its
advertisements.
15. ~ 15 ~
6) CRITICAL ANALYSIS
SWOT ANALYSIS
STRENGTHS
Strategy-
The portfolio of Marico's products has brands consists of Edible Oil, Hair Oils, Skin
Care, Fabric Care, and so on. Popular brands, good brand perceivability and astounding
advertising of products has prompted strong brand steadfastness. Marico is spread in
excess of 25 nations crosswise over Asia and the African landmass. Marico caters to
over 2.5 million outlets and around 130 million clients. In most recent year and a half,
the company has acquired 8 different companies in India and abroad too. Thanks to
Parachute, Marico has now become a household name in the country. Parachute started
with only a hair oil product and then diversified into hair serums, hair gels etc.
Targeting
Marico targets niche segments throughout the country. For example, Medikar is a brand of
ayurvedic shampoo and soap that acts as a natural lice remover, Livon provides silkier and
smoother hair and Saffolla keeps the heart healthy. All these products operate in a cut throat
competitive market with many different brands from other companies. But Marico has carved
a niche for itself in these categories
Unwanted categories-
The products which are considered as fringe categories by other companies are considered to
be primary products by Marico. Some of the examples of these products are- Ethnic Hair,
Anti-Lice shampoo, Fabric Conditioners etc. This strategy has helped Marico penetrate into
the urban and rural areas alike.
WEAKNESSES
Failed Products
Marico has a number of products under its basket which have failed to appeal to customers.
Some of them include Parachute Hot Oil, Saffolla Snacks, Saffolla Zest, to name a few.
Premium Image failure
16. ~ 16 ~
Marico has failed to gain a foothold in the premium market as consumers see Marico as a no
premium brand that costs less but adds value to their lives. Investments in diversification has
been proving costly for Marico
Decreasing Market Share
Market Share of Marico Limited is constrained because of the essence of other solid FMCG
brands. Marico's items have hardened challenge from other huge local players and universal
brands. There is a wide distinction for the organization to cross over any barrier as far as a
piece of the overall industry.
Financials
The organization's present proportion of i.e 2.72 shows that the organization didn’t
distributes its assets appropriately. The steady abatement in the organization's gaining
per share proportions demonstrates that the organization isn't paying the profits to the
investors appropriately.
OPPORTUNITIES
Marico can tap provincial markets and in urban regions to expand its entrance and deals.
It can converge with worldwide and domestic companies to reinforce the brand and can
likewise procure enormous brands under their organization. Marico can also expand into
upcoming markets like Vietnam, Bangladesh, Egypt etc.
THREATS
There has been Intense and expanding rivalry among other FMCG organizations. Due to FDI
in retail in this manner, there has been increment in recompense of universal brands. Rivalry
and impersonation of the items from unbranded and nearby brands. Ill-advised instalment of
the profits to the investors may result as a risk to the organization.
PROFIT ANALYSIS
Operating profit margin is a measurement of the proportion of a company’s revenue that
is left over after getting paid for production costs such as salaries, raw materials and
administrative costs. The Operating profit margin has decreased from 17.69 in
Mar'18 to 16.39 in Mar'19 Quarter. Net profit margin is derived by deducting non-
operating expenses such as finance costs, depreciation and taxes out of operating profit
17. ~ 17 ~
and it shows what is left for the shareholders as a percentage of net sales. Net profit
margin has increased from 13.89 in Mar'18 to 18.95 in Mar'19 quarter. These ratios
together help in understanding the cost and profit structure of the firm and analyzing
business inefficiencies.
Following is the P/L Statement for Marico as of 31st
March, 2019
PESTLE ANALYSIS
Political
• Political stability in India through the action of a strong central government
• Expansion to countries having good relations with India
Economical
Conversion of unorganized retail sectors to organized through which rapid growth will be
possible
Social
18. ~ 18 ~
The steady increase in the disposable income of the people falling in the middle-class
category
Technological
Focusing on digital revenues of marketing and selling and solving consumer grievances
through technology
Legal
Legal issues pertaining to trademark infringements and public relations
Environment
Sustainable initiatives and environment protection
7) MARKETING MIX
PRODUCT
Marico has a diverse range of products under its portfolio. Its products can be divided into
two sectors- The Indian Sector and The International Sector.
The Indian brands under Marico are-
Hair Oil
i) Nihar Naturals Hair Oil
ii) Parachute Hair Oil
iii) Parachute Advansed Jasmine Hair Oil
Coconut Oil
i) Parachute Coconut Oil
ii) Nihar Naturals Coconut Oil
Hair Serums
i) Livon Silky Potion Hair Serum
ii) Hair & Care Silk n Shine Hair Serum
Antihairfall Oil
i) Livon Hair Gin Tonic
ii) Parachute Advansed Ayurvedic Hair Oil
iii) Parachute Advansed Ayurvedic Gold Hair Oil
iv) Parachute Advansed Scalp Therapy Hair Oil
Male Grooming Products
19. ~ 19 ~
i) Parachute Advansed Men Hair Cream
ii) Set Wet Beard Styling Gel
iii) Set Wet Deodorants
iv) Set Wet Styling Gel
Wellness Products
i) Saffola Oils
ii) Saffola Multigrain Flakes
The International Brands under Marico are-
i) Parachute Advanced Body Lotion (Bangladesh)
ii) Boss (Vietnam)
iii) Hercules (South Africa)
iv) Saffolla (Worldwide)
v) Caivil
vi) Isoplus
vii) HairCode
viii) Code 10
ix) X-Men
x) Ingwe
xi) Thuan Phat
PRICE
Marico with its value priced products have emerged as a leader in the oil sector (edible oils
and hair oils). With the entry of multiple players like Patanjali, in niche segments like
Ayurveda, Marico has to maintain competitive pricing strategy to remain a market leader in
the FMCG sector.
20. ~ 20 ~
PLACE
Marico acquired Nihar in India, Black Chic and Hercules in South Africa, and Fiancee and
Hair code in Egypt. Marico has implemented the ONE methodology which stands for Outlet
Network Expansion to aim an increase in the direct coverage in the top metro cities of India.
The ONE program aims increased retailer outreach and convenience and access to
promotions. If Marico wants to be a global brand, it needs to work on countries like Egypt,
Bangladesh and Vietnam first and establish a stronghold in these countries before jumping
onto developed countries.
PROMOTION
Marico uses a mix of TV, billboard, online, print media, and other channels in its marketing
mix. Marico also makes use of celebrities to endorse its products like Ranveer Singh for Set
Wet, Vidya Balan for Nihar, Deepika Padukone for Parachute etc. Some of its famous
campaigns are-
• Saffolalife- #protectherheart
• Parachute Advansed - #KhulKeKheloHoli
• Nihar- #I am capable
• Hercules Smart School Campaign in South Africa
• Nihar- Dikho Khoobsurat, Karo Khoobsurat
• Saffola Masala Oats- Chef’s Choice campaign
Annexure
Questionnaire:
1) Gender
2) Age Group
3) Which Marico products they use
4) Which hair oil and hair serum they use
5) Which cooking oil they use
REFRENCES
1)Google forms for primary research
2)https://marico.com/india/about-