Punjab College of Technical Education

MBA- 1C

Managerial Economics (MBA-102)

Project Assignment

MARICO

Analyses of its Past, Present and Future Economic Trends.

Submitted To: Ms. Manisha Jain, Assistant Professor, Department of Business

Management, PCTE Group of Institutes

Submitted By: Himanshu Rawat & Rishab Garg

(Equal work and Effort have done by both partners in preparation of Project)

CONTENT OF PROJECT PREPARED BY:

 COMPANYS HISTORY WITH KEY MANAGERIAL
COMPANYS HISTORY WITH KEY MANAGERIAL
PERSONALS
PERSONALS
MARICO LTD TRENDS AND EFFECT ON COMPANY HIMANSHU RAWAT
MARICO LTD TRENDS AND EFFECT ON COMPANY

MAJOR FAILURE AND SUCCESS OF COMPANY

MAJOR FAILURE AND SUCCESS OF COMPANY
KEY PRODUCTS AND MAJOR FACTORS AFFECTING
KEY PRODUCTS AND MAJOR FACTORS AFFECTING
DEMAND
DEMAND
RISHAB GARG
COMPETITIVE ANALYSIS OF MARICO
COMPETITIVE ANALYSIS OF MARICO
MAJOR CHALLENGES AND RECENT NEWS ABOUT
MAJOR CHALLENGES AND RECENT NEWS ABOUT
COMPANY
COMPANY

COMPANY HISTORY

 In 1974 Harsh Mariwala envisioned a branded FMCG market for coconut and

refined edible oils in small consumer packs and sets up a national distribution network

for Parachute.

 In 1990 Marico was established in India.

 In 1991Marico launches Hair & Care, a non-sticky hair oil repositioning the market

leader through contemporary packaging.

 In 1992 – 94 Marico goes from being an exporter to international marketer – sets up

its first overseas office in Dubai.

 In 1994 this year marks another innovation, revive cold water starch makes starching

cottons more convenient for the consumer.

 In 1996 Marico lists on the Indian Stock Exchanges.

 In 2006 Nihar enters the Marico fold.

  In 2012 India's Gen Next gets styled by Marico as it launches its male grooming

brand, Set Wet.

 In 2015 Marico’s Market Cap tops ₹25,000 crore.

 In 2019 Marico announces association with Kaya, to create a skincare sub-brand,

Kaya Youth.

MANAGERIAL PERSONAL AND KEY MEMBERS

Mr. Harsh Mariwala Mr. Saugata Gupta Mr. Ananth Narayanan

Chairman, Non-Executive Managing Director & CEO (Independent) Director

Harsh Mariwala is the Chairman and Saugata Gupta assumed the role of the Managing

Director in March 2014 and is currently the MD and CEO of this organisation.

Saugata serves as MD and CEO at Marico Limited responsible for driving the company’s

growth and operations both nationally and internationally. He has helped transform Marico

into a high performing business with a commitment to sustainable development. In seeking

to win amongst the consumers, he has taken the company forward in developing top quartile

capability and processes while continuing to focus on best-in-class governance and risk

management while driving growth.

Under his leadership, the company has won several accolades and prestigious awards.

Marico is among the Best 25 Workplaces in Manufacturing in India and among the Top 50

India’s Best Companies to Work for in India as per Great Place to Work Institute.

Saugata is an alumnus of IIM Bangalore and holds a chemical engineering degree from IIT
Kharagpur.

MARICO LTD TRENDS AND EFFECTS ON COMPANY:

Marico Limited is one of India's leading consumer goods companies providing consumer

products and services in the areas of health, beauty and wellness. With its headquarters

in Mumbai, Maharashtra, India, Marico is present in over 25 countries across emerging

markets of Asia and Africa. It owns brands in categories of hair care, skin care, edible oils,

health foods, male grooming, and fabric care. Various strategies applied by company are as: -

1.The Growing Importance of E-category Management:

 As the boundaries separating online and offline channels blur, CPG companies are

increasingly looking for avenues to stand out in a competitive landscape. Marico also adopts

the strategy of providing its all-consumer goods through online platforms like Amazon,

Flipkart etc.

2.Tapping Social Media for Rich Consumer Insights:

Social media, if used effectively, can become a key tool for marketers to understand and even

shape consumer opinion. For CPG categories, the online-research rate among purchasers of

cereal is 45 percent, while it’s 55 percent and 65 percent for soaps and cosmetics

respectively. So, Marico also promotes its products through various social media platforms.
3. Coordinating Pricing and Promotions across Channels:

Consumers are increasingly becoming price conscious. With best deals on their mind, they

are actively comparing prices across online and offline channels.so a best and appropriate

channel is to be selected as Marico have been in the habit of offering online coupons that

could be transferred to a loyalty card and redeemed at stores. They are also using geo-

targeting to provide real-time deals when a consumer approaches the store.

4. Extreme Personalization and Internet of Things:

All data analytics currently revolves around the ability of a company to understand its

consumers more deeply. To be able to send a unique offer to every consumer – earlier

thought to be specific to retail – is becoming a focus area for CPG companies. They are

increasingly spending on understanding consumer journeys online – to understand the

purchase path and utilize that to drive in-store sales. Marico is also using Technology-driven

sophisticated analytics methods like machine learning will enable extreme personalization

enable them to offer uniquely customized marketing deals to consumers, based on their past

behaviours and consumption patterns.

MAJOR FAILURE AND SUCCESS OF MARICO

FAILURES:

Around five years back, company thought that there would be demand for baked snacks. All

the snacks in the market at that time were fried. The top management thought it wise to

leverage the Saffola brand’s appeal with health-conscious consumers for the pilot project.
But the product was a failure even though they stressed more on the health conscious than the

taste of the product.

SUCCESS:

 Marico recognised as one of the ‘Most Honoured Companies’ across sectors by

Institutional Investor Magazine, All-Asia Executive team rankings 2017.

 Marico ranked in the Top 10 companies in Corporate Governance among 100

companies in S&P BSE Index, as per a joint study by IFC, IIAS and BSE Ltd.

 Marico’s Baddi Unit won the ‘World Class Award’ by International Asia Pacific

Quality Organisation

 Marico was recognised across 12 categories at INDIASTAR Packaging Awards 2017

 Marico was awarded as the most Innovative Company in Consumer Care business by

Customer Experience Engagement Loyalty Congress & Awards.

 Marico’s Perundurai unit received the 100% Renewable Energy award by India CSR.

PREPARED BY RISHAB GARG

KEY PRODUCTS AND MAJOR FACTORS THAT AFFECT THE

DEMAND:

It owns brands in categories of hair care, skin care, edible oils, health foods, male grooming,

and fabric care. Our India business has nurtured various trusted household brands such as

Parachute, Parachute Advanced, Saffola, Hair & Care, Nihar, Nihar Naturals, Livon, Set Wet,

Mediker and Revive that are not just bought by our consumers but also add value to their

lives. Marico today touches the lives of 1 out of every 3 Indians. Products are as follow:
It increases distribution by 60% in top metros. The company started new go to market

strategy to generate demand in Mumbai. Marico is also trying to double the growth in its

portfolio of youth brands like Set wet, livon, zatak etc which it acquires from Paras

Pharmaceuticals

COMPARISON OF MARICO WITH RESPECT TO

PROFITABILITY,MARKET SHARE & PRODUCT LINE ETC
Competitors Name Product Last Market Cap. Sales Net Profit Total
Line Price (Rs. cr.) Turnover Assets
HUL Consumer 2,388.90 561,285.49 38,785.00 6,738.00 8,031.00

Goods
Dabur India Consumer 525.05 92,798.41 6,309.80 1,170.35 4,688.19

Goods
Godrej Consumer Consumer 727.25 74,360.31 5,474.45 1,179.89 5,444.95

Goods
Marico Consumer 406.80 52,529.05 5,853.00 1,006.00 3,614.00

Goods
Colgate Consumer 1,583.40 43,066.21 4,525.09 816.47 1,594.16

Goods
P and G Consumer 10,969.90 35,609.10 3,001.99 433.08 1,157.86

Goods
Gillette India Consumer 5,829.00 18,993.89 1,679.06 230.18 911.28

Goods
Emami Consumer 421.50 18,736.25 2,389.92 289.12 1,960.25

Goods
Sheela Foam Consumer 1,688.75 8,238.20 1,754.77 165.51 830.16

Goods
Jyothy Labs Consumer 150.85 5,539.34 1,665.38 157.70 964.22

Goods
VIP Industries Consumer 356.10 5,032.31 1,713.97 88.73 579.21

Goods

MAJOR CHALLENGES AND RECENT NEWS ABOUT

MARICO

Data is clearly a key element in any business decision process today and almost every

organization will say they make decisions based on data, or that they want to.
Hear from Mr Girish Rao, Head of IT & Business Analytics, to find out how Marico leverage

on data analytics to stay on the pulse of the business and keeping company insights 'in sight'.

Marico is using Tableau:

 Make informed decisions faster.

 Analyse large amount of data to gain detailed insights into company performance.

 Go beyond the analytics capabilities that Excel has to offer.

Shortly after purchasing Tableau, adoption quickly grew across the company. Today, Marico

employees discuss data on a daily basis—something that Girish says “was not heard of three

years back.” Business users have moved from static Excel reports towards an automated,

visual approach to data.

RECENT NEWS:

 Marico's shares rise as core portfolio, international business grow.

 Recovery in core portfolio, international biz boost Marico's share price.

 FMCG stocks come back on bulls' radar after nearly 4 months on side-lines.

 Marico to give 'pure honey certificates.

 Marico enters soya chunks to strengthen food presence.

REFERENCES:

 Marico Limited. (January). Retrieved December 30, 2020, from https://marico.com/

 Marico. (2020, December 25). Retrieved from https://en.wikipedia.org/wiki/Marico

 Marico India takes on the challenging times head-on. (n.d.). Retrieved from

https://www.exchange4media.com/marketing-news/marico-india-takes-on-the-

challenging-times-head-on-35155.html
 Standard, B. (n.d.). Marico Ltd. Retrieved from https://www.business-

standard.com/company/marico-12585/news

 Singh, A. P. (2015, April 10). Marico satisfying customers need and demand.

Retrieved from https://www.slideshare.net/ajiteshpalsingh/marico-satisfying-

customers-need-and-demand

 Marico. (n.d.). Retrieved from

https://www.moneycontrol.com/competition/marico/comparison/M13#M13

 Marico Is A Leading Indian Group Marketing Essay. (n.d.). Retrieved from

https://www.ukessays.com/essays/marketing/marico-is-a-leading-indian-group-

marketing-essay.php