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International Marketing Project

A) Products exported from India
1) Parachute oil

2) Parle-G

K.C. College
International Marketing

3)Dabur Honey



Marico-Marketing Mix

Parle G-Marketing Mix

Dabur-Marketing Mix



Marico is one of the well-known FMCG companies in India that
have successfully created brands in the largely commoditised
business of hair oils and edible oils.
Marico is a leading Indian company with business interests in
manufacturing and retailing personal consumer products as well as
providing services in the beauty space.
Over the years Marico has progressed into a consumer focussed
FMCG company in the beauty and wellness space through 12 wellestablished brands. It has three business segments Consumer
Products (comprising the consumer products business of Marico
Limited, Marico Bangladesh Limited and MBL Industries
Limited), Skin Care (services and products retailed through Kaya
Skin Clinics) and Global Ayurvedics (Sundari)

Marketing Mix

Product -Parachute
Parachute is premium grade coconut oil, a market leader in its
Synonymous with pure coconut oil in the market & is positioned
on the platform of purity.
Parachute thus enjoys tremendous equity, trust with every passing
generation & loyalty all over the world.
Innovations in the packaging whether from the aspect of userfriendliness or aesthetics have and continue to help Parachute grow
Marico has developed a significant franchise across countries in
the Middle East,Asian sub-continent, Australia and USA. Its initial
globalisation efforts were targeted at the Indian diaspora in the
Parachute hair oil is largely exported to countries including
Bangladesh, South Africa, Vietnam, Middle East and North Africa
Major factors impacting pricing
Copra and oil seed input costs
Packaging costs

Parachute oil is priced at 150 Bangladeshi Taka in Bangladesh for

500 ml
Whereas in South Africa its priced at 23 South African Rand
The market offers a curious mix of local and expatriate population.
The market has a demographic profile very similar to India
It advertises through Televison, Print, Outdoor, Digital.
Marico does Mass communication on the platform of caring with
mother daughter theme.
The strategy followed by the company and the quality of the
product offers a customized product in all seasons, to grab the
price conscious customers and to provide value for money.
Marico was best known for the Parachute brand. Indeed, most
people were more familiar with Parachute than with Marico.
Marico had turned the commonly available coconut oil into a
branded business with 'Parachute'

Parle was set up in 1929 in the suburbs of of Mumbai city, to
manufacture sweets and toffees.
At that time market was dominated by famous international brands.
Despite unequal competition, this company called Parle Products,
survived and succeeded, by adhering to high quality and
improvising from time to time.
In 1939, Parle Products began manufacturing biscuits, in addition
to sweets and toffees.
Parle Glucose and Parle Monaco were the first brands of biscuits to
be introduced, which later went on to become leading names for
great taste and quality.
Parle Products has been India's largest manufacturer of biscuits and
confectionery for almost 80 years.
Makers of the world's largest selling biscuit, Parle-G, and a host of
other very popular brands, the Parle name symbolizes quality,
nutrition and great taste.
With a reach spanning even to the remotest villages of India, the
company has definitely come a very long way since its inception.
Many of the Parle products - biscuits or confectioneries, are market
leaders in their category and have won acclaim at the Monde
Selection, since 1971.

Marketing Mix
The largest selling biscuit in India.
Consumed for taste, nourishment and energy by people of all age
For over 50 years now, it has stood virtually unrivalled for its
quality and value for money.
Identified with the baby on the pack. She is affectionately called
the Parle-G baby.
Parle G has topped other leading brands such as Krafts Oreo,
Mexicos Gamesa and Wal-Marts private labels.
Available in different grammages from 25g to 500g catering to
Wheat Flour, Sugar, Edible Vegetable Oils, Invert Syrup, Skimmed
Milk Powder, Salt, Leavening Agents, Permitted Emulsifier,
Flavour and Dough Conditioners.
The immense popularity of Parle products in India was always a
challenge to their production capacity.
Now, using more modern techniques for capacity expansion, Parle
has begun spreading their wings and are going global.
Parle-G, the glucose biscuit brand from the country's largest biscuit
maker Parle Products, has consolidated its position as the world's
largest selling biscuit brand

Parle-G is fast gaining acceptance in international markets, such as

the Middle East, Africa and South East Asia.
The more sophisticated economies like U.S.A., UK, Canada,
Australia and New Zealand are also relishing Parle products.
As part of the efforts towards a larger share of the global market,
Parle has initiated the process of getting ISO 9000 certification.
Parle-G biscuits sold for approximately US$1 per kilogram and as
very few processed and ready-to-eat foods were available at this
price point, Parle-G was strongly associated with offering value for
money (VFM) in USA.
Whereas the same product is available for 0.29 for 100 grams
pack in UK.
In Canada, it is sold by Zehrs, Food Basics, Loblaws, etc for only
99 cents for a 418 gram pack.
Parle G has adopted the Market penetration Strategy. i.e. low price
capturing a large market
A looming problem in this brand category for Parle was that the
input prices of two major raw materials for the Parle-G biscuits
(which together accounted for 55 per cent of their input costs) had
risen enough in the past 18 months to decrease margins from 15
per cent to less than 10 per cent.

Parle-G understands human psyche well and hence it focuses more
on children.
Children, not only are major biscuit consumers but also have major
influence on their parents decisions. Therefore, Parle-G
strategically has placed brand closer to the children.
In comparison, rival biscuit brands such as Tiger, Sunfeast,
Hide&Seek spend a lot of effort and money over promotion
activities. Unlike Parle-G, most of them have high-profile
celebrities as their brand-ambassador.
Basically, Parle-G employs integrated mass communication and
uses non-personal communication channels, such as media, public
relation, events and sales promotions.

Dabur India Limited is one of the leading consumer goods
company of India with interests in healthcare, personal care and
For more than a century Dabur has worked in active collaboration
with nature to provide the best of herbal health and personal care
products to its consumers.
Today, Dabur is all set to take this abundant knowledge of
Ayurveda to global frontiers.
A vast array of products touching the lives of almost every
individual, from an infant to a grand old man, from poor to rich;
that's how the Dabur's range of personal healthcare and food
products could be best explained.
Today Dabur trust has travelled beyond the boundaries of India and
are available in more than 50 countries worldwide.
These value for money products have made Dabur a household

Marketing Mix
Product-Dabur Honey
Dabur India Limited saw the potential of honey beyond its
remedial value
Dabur Honey launched as a majornfood product of Dabur
Largest player in the branded honey market, commanding over
40% of the total share in the world
Dabur Honey scored the highest on the main parameters of honey
purity in a recent analysis of all Indian branded and unbranded
Dabur products have found appreciation across the globe, in a
market that spans the seven continents:
Middle East, East and West Europe, Russia and CIS, Central and
South America, USA and Canada, South East Asia (Japan,
Malaysia, Singapore, Thailand), North Africa, Bangladesh & Sri
Though Dabur starting its exports way back in the early 1900s, it
gathered momentum in the seventies with the Middle East market.
Yet another major market for Dabur is Europe.
Dabur has stepped up the pace of new product launches and is
investing ad spend and marketing in global market.

The entire product portfolio is also tweaked to include premium

offerings such as more variants under almost every category.
Dabur is today seen as far more proactive in the market. Dabur is
now an external oriented company.
Across the whole organization the company have one definition of
winning, and that means not just growing, but growing completely.
Dabur honey has been priced at $3.5 in USA for 500gm jar and $6
for 1kg jar
DABUR focuses on the customer service and to serve their
customers they are customizing
their products according to the customers needs in foreign
Dabur uses price promotions as a tool of SALES in exports.
Dabur has also started distribution of free samples overseas so as
to bring more awareness among the people.
Special allowances are given to both stockiest and stockiest sales
man if they achieve their monthly target by dabur.

Refrence Books