Professional Documents
Culture Documents
The Company was incorporated on 13th October, 1988 under the name of Marico Foods Ltd.
The Company is engaged in the business of manufacture and marketing of products. The name of the Company was changed to Marico Industries Limited on 31st October 1989. Parachute, Saffola, Hair&Care, Nihar, Kaya Skin Clinic and so on.
Saffola is a heart care brand. The brand Saffola has become renowned.
Saffola is leveraging the current health trend and wellness concept in an innovative manner. Initiatives taken by saffola are :a) direct to office initiative. b) direct to consumer initiative. c) world health day concept. Saffola wanted to engage young individuals in preventive health care solutions. Health and wellness in the context of FMCG category is becoming an important need area for todays consumers.
PROBLEM IDENTIFICATION
Unsatisfied
consumer because of its product quality and its price value offering
SWOT ANALYSIS
STRENGTH
1. Losorb technology 2. Heart care 3. Brand image
WEAKNESS
1. Price 2. Satisfaction
OPPORTUNITIES
1. Health conscious consumer 2. Untapped rural market
THREATS
1. Threat from FSSA 2. Competitors
POSSIBLE ALTERNATIVES
Ques. no1-What is the importance of World Heart Day for Saffola brand?
Ques. no2-Why health and wellness is more important in case of FMCG category?
Urban
Darbur 16% growth fy 2010-11 Packed juice business growth 30% Amways 50% turnover
Ques. No3-How the two programs Direct to office and Direct to Consumer will help in building Saffola brand?
Price