Saffola is a 40-year old edible oil brand recognized for being "Good for the heart". It was originally manufactured by Bombay Oil Industries and marketed by Marico Industries. Marico acquired the brand rights in 2001. Saffola has become a prominent brand through its health positioning and brand extensions. It has created a niche in the edible oils market while avoiding costs of developing new brands. Saffola has helped Marico maintain margins as input and advertising costs rise.

2. Presented by :
Sumit Munje
Swapnil Khule
Seema Kumari
Antra Banerjee
Akshay Nalawade
Parakram singh Rao

4. INTRODUCTION
Saffola is a forty year old brand, widely recognized by comnsumers to be “Good for
heart”
Saffola was manufactured by Bombay oil Industries ltd.(BOIL) and marketed by Marico
Industries ltd.
The company entered into a registered Users Aggrement dated 26 th September,1990
with BOIL for the use of brands Parachute and Saffola for an initial period of 3 years
commencing from 1 st April.
From 1993, the products Saffola and Sweeker were manufactured at the Company’s
factories.
Saffola won most outstanding ‘Brand of theYear’ award instituted by the Advertising
Club of Mumbai

5. Benefits of Saffola as a Brand
• Made a Prominent image for saffola thus ensuring various brand
extensions.
• It avoided the cost of developing the Brand extensions.
• Created a whole new niche for Saffola Brand.
• Extending the Saffola franchise into new categories is expected to help
it in maintaining its margins with input and media costs on the rise.

6. About Marico Ltd.
• Share price is Rs. 204.25 (volume – 380,501)
• Company has recently acquired the erstwhile personal care business from Reckitt Benckiser.
• Marico now owns popular brands like Set Wet, Livon, Zatak , and other personal care brands.
• Marico Innovation Foundation (2003)
• Presence in more than 25 countries (India, Egypt, Vietnam, Bangladesh, South Africa,
Malaysia, Middle east)
• India’s first company which has opened it’s manufacturing plant in Bangladesh (Industry
wise)

7. Overview of Edible Oil Industry
• India 4th largest edible oil consuming economy after USA, China and Brazil
• India accounts for 9.3% of world oil seed production
• Production of oilseeds & edible oil is far below the requirement
• In 2007-2008, the country could produce only about 8.2 million MT of edible oil.
• 35-40% of the demand had to be met imports, it shows heavy reliance on
Import

9. Logo
Type Public company (BSE: 531642)
Industry Consumer goods
Founded 1991; 25 years ago
Headquarters Santacruz, Mumbai, India
Key people Saugata Gupta
[1]
Products Edible Oil, Hair Oils, Skin Care, Fabric Care etc.
Revenue ₹5,733.3 crore(US$850 million)
[2]
Number of employees 2402 (2016)
Website www.marico.com

10. 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
MISSION2020
• 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.

11. About Marico Ltd.
• Share price is Rs. 204.25 (volume – 380,501)
• Company has recently acquired the erstwhile personal care business from
Reckitt Benckiser.
• Marico now owns popular brands like Set Wet, Livon, Zatak , and other
personal care brands.
• Marico Innovation Foundation (2003)
• Presence in more than 25 countries (India, Egypt, Vietnam, Bangladesh, South
Africa, Malaysia, Middle east)
• India’s first company which has opened it’s manufacturing plant in Bangladesh
(Industry wise)

12. Global Presence
•Today, Marico has a presence in over 25 countries across Asia
and Africa. Every month, over 70 million consumer packs from
Marico reach approximately 130 Million consumers in about 23
Million households, through a widespread distribution network
of more than 3.3 million outlets in India and overseas.
•Marico's International Business Group (IBG) saw a 5 years top
line CAGR of over 44% in the year ending 2011, with an organic
CAGR of above 36% during the same period. Today, IBG has an
annual turnover of over USD 160 million. (2010-11).

13. Place
• Very large existing distribution network.
• MaricoTried to place Saffola initially in High value outlets.
• Further increased the reach of the product to general
stores.
• But most of the rural area is still untapped.

15. Suffola Oils
Suffola
Gold
• 1Lt. –
Rs. 135
• 5 Lt.–
Rs. 730
Suffola
Tasty
• 1Lt. –
Rs. 120
• 5 Lt.–
Rs. 605
New
Suffola
• 1Lt. – Rs.
165
• 2 Lt.– Rs.
330
• 5 Lt.– Rs.
810
• 15 Lt. -
Rs. 2370
Suffola
Active
• 1 Lt.-
Rs. 115
• 5 Lt.-
Rs. 550

16. Targeting

17. Satisfying health needs
•Saffola satisfying Health Needs:
•Saffola “The Heart of a healthy family”
•All Saffola oils come with’ 'LoSorb Technology’.
•Saffola oils fats' are 'Free of trans’

18. Factors that led to Success
• Technical Product
• International proven formula.
• LoSorb technology.
• Fortified with natural Vitamin-E.
• Functional Product
• Widely used by house-holds, restaurants for daily cooking, salad dressing etc.
• Emotional Product:
• Here Saffola essentially satisfies the Health Need of consumers.
• It focussed on urging people to adopt a healthy lifestyle.

19. Suffola
Health Benefits
• Suffola have ‘LoSorb Technology’, due to which oil gets absorbed less, reducing
oil consumption in your diet.
• Suffola oils are ‘Free ofTrans fat’.
• Suffola contains Rice Bran Oil (RBO) which contains Heart healthy nutrients .
• Suffola contains Safflower oil which is a colorless and flavorless edible vegetable
oil extracted from the seeds of the safflower & well known for reducing
cholesterol levels.

21. Finance :
• Marico LTD. Recorded a turnover of Tk. 406 core for the year ended 30th september
,2009, a growth of 53% over the previous year.
• Profit before TAX during the year was Tk. 58 crore, while the profit after TAX was at
47 crore.
• During the year, the company has written off deferred expenses to tune of Tk. 6.63
crore, which has led to substantial increase in general and administration expenses.
• Based on the performance of the company, the board of directors recommended
cash dividend @ 25% for the year ended september 30, 2009. Total dividend for the
year amounting Tk. 7.88 crore, which is 150% higher than the dividend amount
paid in the previous year.

22. Marico Ltd. 90%
Institutions 2.53%
Individuals 7.47%
Marico shareholding pattern is given below:
Marico Share

23. Sales and volume of Saffola Oil

25. Philosophy
Marico's business model is based on focused growth across all its brands /
and territories driven by continuously improving value propositions to
consumers, market expansion and widening its retail reach.
Marico is a professionally managed Company that has built for itself a
stimulating work culture that empowers people, promotes team building
and encourages new ideas.
Marico aims to be the leader in each of the businesses; by heightened
sensitivity to consumer needs, setting new standards in the delivery and
quality of products and services through processes of continuous learning
and improvemet.

26. AWARDS
1999 Acquire P&G anti-lice brand Mediker
2000 Acquire Kanmoor Foods for manufacture of jams, sauces and other fruit and vegetable products.
2001 Acquire Parachute and Saffola brand from “BOIL”
2003 Acquire Sundari LLC from the USA, a manufacturer of ayurvedic products.
2004 Introduce the Kaya Skin Clinics offering scientific, unisex and dermatological procedures for skin
care
2006 Acquire herbal bath soap brand Manjal from Kerala and made a entry into soap markets.
2009 Awarded the NDTV Profit Business Leadership in the FMCG
(Personal Hygiene) Category
2010 Won ‘Silver’ at the Greentech Environment ExcellenceAward in the FMCG Sector

27. Achievements
• Marico’s “Saffola Heart Day” campaign won a Bronze at Asia Pacific
Effie, Singapore 2008
• Kaya - Best retailer in the Beauty and Fitness category, India Retail
Forum, 2007
• One of India’s 10 Best Marketers
• Brand leadership award at the Brand Summit, 2006

28. Conclusion
• Over the years, the brand Saffola has become renowned for its expertise
in Heart Care, thanks to the consistent introduction of innovative product
like heart healthy cooking oil and foods.
• Saffola has become a powerful brand and has created a strategic position
for itself and will continue to penetrate our life’s one heart at a time.