WFH: Project Study On Industry and Organization: Sec A: Industry Report Sec B: Organisation Report Sec C: Major Process

WFH: Project Study on
Industry and Organization
SEC A: INDUSTRY REPORT

SEC B: ORGANISATION REPORT
SEC C: MAJOR PROCESS
INDUSTRY- FAST MOVING CONSUMER GOODS

ORG. – MARICO LIMITED
TABLE OF CONTENTS
SECTION-A
1. Overall Industry Overview
2. Top players in Industry
3. Industry Trends , Challenges faced
4. Recent Industry News
5. Govt Organization / Major Govt Policies
SECTION-B
1. Overview of Organizations from Official Website - Board Structure, History
2. Vision / Mission Statements, Important Policies, Code of Conduct
3. Brands / Products / Services Details
4. Prominen t Customers details
5. Financial Heal th / Statement (Brief P&L An alysis), Share Price Trend
6. Awards & Recognition, Specialities , CSR activities ,
7. Latest News - Pas t 6 months, Summary of Official Company Presentation (In
case availabl e)
SECTION-C
1. Select One Major Process (HR, R&D, Manufacturing, SCM, Marketing, Sales,
Service, After Sales, Customer Care etc.)
2. Prepare process details & Flow Chart of th e major activities
3. Major highlights of th e process
4. List down Standard Key Performance Indicators (KPIs ) related to the
process
Page 2
The Fast-moving consumer goods (FMCG) sector is the 4th largest sector of the Indian
economy. It is characterized by high turnover consumer packaged goods, i.e. goods that
are produced, distributed, marketed and consumed within a short span of time. FMCG
products that dominate the market today are detergents, toiletries, tooth cleaning
products, cosmetics, etc. The FMCG sector in India also includes pharmaceuticals,
consumer electronics, soft drinks packaged food products and chocolates. Since the sector
encompasses a diverse range of products, different companies dominate the market in
various sub-sectors. However, some of the top FMCG companies in India are- Dabur
(60%), Colgate (54.7%), and Hindustan Unilever (54%).
RURAL – SET TO RISE

Rural areas expected to be the major driver for FMCG, as growth continues to be high in
these regions. Rural areas saw a 16 per cent, as against 12 per cent rise in urban areas.
Most companies rushed to capitalize on this, as they quickly went about increasing direct
distribution and providing better infrastructure. Companies are also working towards
creating specific products specially targeted for the rural market.
URBAN TRENDS
With rise in disposable incomes, mid- and high-income consumers in urban areas have
shifted their purchasing trend from essential to premium products. In response, firms
have started enhancing their premium products portfolio. Indian and multinational
FMCG players are leveraging India as a strategic sourcing hub for cost-competitive
product development and manufacturing to cater to international markets.
Page 3
FM CG M AR K ET I N I N DI A
The FMCG sector is one of the largest sectors of the Indian economy. According to an
FMCG industry overview, revenues of the FMCG sector reached $ 52.75 bn in FY18, and
are estimated to reach $ 103.7 bn in 2020. As consumption in India grows at an
unprecedented rate, the FMCG industry remains a key sector for investors.
Acknowledging these trends in the FMCG industry profile, the Government of India has
undertaken various initiatives to promote the sector. For instance, 100% FDI is permitted
in SBRT and cash-and-carry models of retail, and the minimum capitalization for foreign
FMCG companies to invest in India is $ 100 mn. Even the implementation of GST in
India has had far-reaching consequences for the sector, as the highest selling FMCG
products such as soap, toothpaste and hair oil now come under the 18% tax bracket (as
opposed to the previous 24%)
IN V ES T M E NTS IN F M CG I ND U S TR Y I N I ND I A
Favorable demand drivers such as rising income levels and growing urbanization, among
others, have recently encouraged major and diverse investments in the FMCG sector.
While top FMCG companies are expanding their capacity to feed the growing domestic
demand, homegrown brands have ventured into international markets. Some of these
include:
1. Patanjali- Their success has encouraged the brand to look at the international stage,
with plans to set up a 100% export-oriented manufacturing unit in Milan SEZ,
Nagpur
2. RP-Sanjiv Goenka Group- They has created a venture capital fund of $ 14.74 mn to
invest in FMCG startups. This move was made taking into account the capital
appreciation in the FMCG sector
Page 4
I. Hindustan Unilever Limited – Hath, Munh aur Bum!
II. ITC India – Ensuring Purity in Prayer!
III. Nestlé -- Born Better!
IV. Britannia – Eat Healthy, Think Better!
V. Parle Agro (Parle – G) -- Refreshing India
VI. Marico Private Limited -- Be more everyday
Page 5
Hindustan Unilever Limited is India‟s largest fast moving consumer goods (FMCG)
company with a Historical presence in India of over 80 years. It is the largest in the
list of top 5 FMCG companies in India.
Nine Out of ten Indian households use one or more of HUL Brands. Divisions –
Home Care, Beauty & Personal Care and Foods and Refreshment – include a
portfolio of brands that serve consumers across the length and breadth of India.
 Revenue: Rs 40,511 Cr
 Employees: 5,645
 Market Cap: 451,666 Cr.
 Dividend Yield: 1.05 %
 ROE: 81.95 %
 Sales Growth (3Yrs): 6.89 %
 Promoter holding: 67.18 %
 Debt to equity: 0.01
HUL works to create a better future every day and helps people feel good, look
good and get more out of life with brands and services that are good for them and
good for others.
The Company has about 21,000 employees and has sales of INR 38,273 crores (the
financial year 2019-20).
VISION
Our vision is to grow our business, while decoupling our environmental footprint
from our growth and increasing our positive social impact.
Page 6
With over 40 brands across 12 distinct categories including Fabric Wash, Household
Care, Purifiers, Personal Wash, Skin
portfolio includes leading brands such as Surf Excel, Rin, Wheel, Sunlight, Vim,
Pureit, Lux, Lifebuoy, Dove, Fair & Lovely, Pond‟s, Vaseline, Clinic Plus, Sunsilk,
Indulekha, Lakmé, Pepsodent, Closeup, Axe, Brooke Bond, BRU, Kwality Wall‟s,
Knorr and Kissan.
Hindustan Unilever Limited Revenue Share
Page 7
ITC is one of India's foremost private sector companies and a diversified
conglomerate with businesses spanning fast Moving Consumer Goods, Hotels,
Paperboards and Packaging, Agri Business and Information Technology. The
Company is acknowledged as one of India's most valuable business corporations
with a market capitalization of nearly US$ 50 billion and a gross sales value of US$
10.8 billion (figures as on 31.03.2019). ITC was ranked as India's most admired
company, according to a survey conducted by Fortune India, in association with
Hay Group. ITC is the country's leading FMCG marketer, the clear market
leader in the Indian Paperboard and Packaging industry, a globally acknowledged
pioneer in farmer empowerment through its wide-reaching Agri Business, a pre-
eminent hotel chain in India that is a trailblazer in 'Responsible Luxury'. ITC's
wholly-owned subsidiary, ITC InfoTech, is a specialized global digital solutions
provider.
Established in 1910, ITC Limited is a diversified conglomerate with businesses

spanning Fast Moving Consumer Goods comprising Foods, Personal Care, Cigarettes
and Cigars, Branded Apparel, Education & Stationery Products, Incense Sticks and
Safety Matches; Hotels, Paperboards, and Packaging, Agri-Business
and Information Technology.
 Revenue: Rs 51,321 Cr
 Employees:
 ROE: 22.69 %
 Price to book value: 5.47
Page 8
Imperial Tobacco Company
The Company was incorporated on August 24, 1910, under the name Imperial
Tobacco Company of India Limited. It is the second largest in the list of top 5 FMCG
companies in India.
As the Company‟s ownership progressively Indianised, the name of the Company

was changed to India Tobacco Company Limited in 1970 and then to I.T.C. Limited
in 1974. In recognition of the ITC‟s multi-business portfolio encompassing a wide
range of businesses, the full stops in the Company‟s name were removed effective
September 18, 2001.
ITC Values
ITC believes that its core values of trusteeship, customer focus, respect for people,
excellence, innovation and nation orientation have been the guiding principles
behind the Company's phenomenal growth, helping it to become one of India's
most admired and valued enterprises.
ITC Mission
To enhance the wealth generating capability of the enterprise in a globalizing
environment, delivering superior and sustainable stakeholder value.
The ITC Vision

Sustain ITC‟s position as one of the India‟s most valuable corporations through
world class performance, creating growing value for the Indian economy and the
company‟s stakeholders.
Page 9
Nestlé is the world‟s largest food and beverage company. The company has more
than 2000 brands ranging from global icons to local favorites, and is present in 191
countries around the world. After more than a century-old association with the
country, today, NESTLÉ India has a presence across India with 8 manufacturing
facilities and 4 branch offices. It is the third Largest in Top FMCG Companies in
India
 Revenue: 12,117 Cr
 Employees:
 ROE: 45.30 %
Nestle is the largest food company in the world and operates in list of categories in
consumer products as well as packed food. The food and beverage company has
over 2000 brands including coffee, bottled water, Kit Kat, soups, sauces and Maggi
noodles.
With more than 150 years of existence, Nestlé brand definitely deserves a spot in
top FMCG brands in India. With a market cap surpassing ₹ 1500 billion, Nestlé is a
warrior, survivor and its growth just gets higher & higher!
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Our Purpose
Enhancing quality of life and contributing to a healthier future. Driven by our
purpose we want to help shape a better world and inspire people to live healthier
lives. This is how we contribute to society and ensure our long-term success.
Our Ambitions
We have defined three overarching ambitions for 2030 which guide our work and
support the UN Sustainable Development Goals.
Find out more about our efforts in these areas in our impact.
Our Values
Guided by our values rooted in respect, we want to shape a better and healthier
world. We're continuing the legacy of our founder Henri Nestlé who created a life-
saving infant cereal more than 150 years ago.
NESTLÉ India manufactures products of truly international quality under

internationally famous brand names such as NESCAFÉ, MAGGI, MILKYBAR, KIT
KAT, BAR-ONE, MILKMAID and NESTEA and in recent years the Company has also
introduced products of daily consumption and use such as NESTLÉ Milk, NESTLÉ
SLIM Milk, NESTLÉ Dahi and NESTLÉ Jeera Raita.
NESTLÉ India is a responsible organization and facilitates initiatives that help to
improve the quality of life in the communities where it operates.
Page 11
Britannia Industries is one of India‟s leading Top FMCG Companies with a 100-year
legacy. Britannia is among the most trusted food brands and manufactures India‟s
favorite brands like Good Day, Tiger, NutriChoice, Milk Bikis and Marie Gold which
are household names in India. Britannia‟s product portfolio includes Biscuits, Bread,
Cakes, Rusk, and Dairy products including Cheese, Beverages, Milk, and Yoghurt.
 Revenue: 11,211 Cr
 Employees:
 ROE: 30.25 %
Britannia is a brand which many generations of Indians have grown up with and our
brands are cherished and loved in India and the world over. Britannia products are
available across the country in close to 5 million retail outlets and reach over 50%
of Indian homes.
Britannia is a brand which many generations of Indians have grown up with and our
brands are cherished and loved in India and the world over. Britannia products are
available across the country in close to 5 million retail outlets and reach over 50%
of Indian homes.
Britannia believes that „Taste & Trust‟ are its

sobriquet and will constantly endeavor to make a
Billion Indians reach out for a delightful and
healthy Britannia product several times a day!
Imagine Britannia.
The company‟s Dairy business contributes close
to 5 per cent of revenue and Britannia dairy
products directly reach 100,000 outlets.
Page 12
VISION
To dominate the food and beverage market in India with a distinctive range of
“Tasty Yet Healthy” Britannia brands.
MISSION
To dominate the food and beverage market in India through a profitable range of
“Tasty yet Healthy” products by making every Indian a Britannia consumer. “We
want to be part of our consumer- at home, out of home, a natural part of his life”.
OUR CORE VALUES

Britannia is a 100 year+ organization with presence in Biscuits, Breads, Cake,
Rusk, Dairy and snacking. The company celebrated its 100th year in 2018 and
has emerged as a Market Leader in the Biscuit space, with annual revenues of
more than 9000 Cr, while also launching a host of new products and entering new
categories, inching closer to the vision of being a Global Total Foods
Company. We demand the best of ingredients and package their
natural goodness in our products, without compromise.
Britannia - "Eat healthy, think better" Our Core Emphasis

The company is stuck with their slogan “Eat healthy, Across Portfolios Is
think better” for a long time, which made them one of
On Healthy, Fresh
the most trusted brands in the country. The brand has
And Delicious
recently given a new twist to their tagline and now
they say “Zindagi Mei life”. Food.
Page 13
Parle Agro, a pioneer in the Indian beverage industry, has been creating innovative
products and iconic brands since 1985
Headquartered in Mumbai, with over 4000 employees, Parle Agro is the largest
Indian beverage company.
Our strength lies in establishing new categories, building brands and capturing
market share within those categories. Our bevy of brands includes Frooti, Appy,
Appy Fizz, Bailley, Bailley Soda, Cafe Cuba, Dhishoom and Frio.
We have always been passionate about building our own brands. We like to create,
and we like to nurture what we create. Fueled by innovation that is engrained in the
business DNA, our focus and vision is making Parle Agro, the No.1 beverage
company in India.
Parle Agro commenced operations in

1984. It started with beverages, and
later diversified into bottled water
(1993), plastic packaging (1996) and
confectionery (2007). Frooti, the first
product rolled out of Parle Agro in 1985,
became the largest selling mango drink
in India.
Page 14
India‟s FMCG sector has undergone a substantial transformation in the past few
decades owing to a number of factors such as rising income levels, changing
consumer behavior, and urbanization. The future of the industry is quite positive
also as major players seem to gain huge post GST implementation.
However, with all these developments in the industry has come a wide
range of other products that compete for customer loyalty and attention.
Here‟s a glimpse at the trends for the F MCG market in 2020.
Digitalization
People in rural areas will have easy access to online shopping on various e -
commerce platforms due to growing internet penetration. Availability of online
payment options will lead to increase in orders from tier 2 and 3 cities.
Direct to Consumer (D2C) Model

D2C model is experiencing a rise in popularity recently as several e -commerce
players are opting it to woo consumers by allowing them to save money on their
purchases.
Shopping on Social Networking Platforms

Apart from shopping on e-commerce platforms, users in 2020 will make most of
social networking platforms such as Facebook and Instagram among others for
making purchases. This will kick in an overall interactive shopping experience as
users will have both the world of entertainment and shopping.
Family-Focused Shopping
Consumer behavior is hard to predict because it s keeps on changing with time.
However, after analyzing a couple of patterns in the past, it seems that some of
them will continue to stay throughout 2020 also. Consumers will continue to buy
family packs and combo offers since these save their time and money.
Foreign Brands
Foreign brands continued to rise in popularity in 2019 owing to their huge
demand among Indian consumers. This has actually force d both local as well as
domestic industries to up their game and provide better alternatives to these
foreign brands without compromising on quality.
India‟s FMCG sector will continue to grow exponentially with these trends
setting in 2020.
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Big Data
Data e xpl o si on i s u n de r wa y a s th e abi l ity t o a cqu i r e , st o r e , an d pr o c e s s dat a
c on ti n u e s t o i mpr o v e e xp on en ti al l y. T h e F MC G w o rl d al r ea dy h ad w e e kl y
c on s u m e r s al e s, b r a n d t r ac ki n g, c on su m e r pan el s , sh o pp e r data fr o m f ri en dl y
an d w el l - c omp en s at ed r et ai l er s an d an oth e r f ew h u n d r ed me tri c s d ep en di n g
on wh i ch dat a/an al yti c s o r gan i z ati on y ou tal k t o . 95 % o f th e da ta b ei n g
gen e r at ed an d s ol d to e ag e r m a rk e te r s an d an al ys ts i s u sel e ss . Th e sm a rt e r
o rga n i z ati on s wi l l bu y on l y th e r el e va n t da t a (m an ag e i n f o rmati on c ost s) ,
ded u c e th e c o r r e ct li n kag e s t o c on su m e r b eh avi o r an d u s e i t e f f ec ti vel y to
de v el op p r odu ct s , m an ag e t rad e a n d c o mmu n i cat e e ff e cti v e l y t o c on su m e r s.
Social Media
Information now moves at a rapid speed. A tweet, FB post or a Y ouTube video can
go viral in hours. No longer can an organization sell a product that was unsalable
in a developed market due to health concerns in another less developed market as
regulations had not caught up. Regulations will take the time to catch up b ut
consumer information is just a Google search away. Information dissemination will
be rapid and with no place to hide. Smarter brands will employ innovative
methods to use this effectively to reach globally while limiting brand
communication costs.
Online Grocery Shopping

This is growing rapidly in most developed markets albeit off a small base. While
most major brick and mortar retailers now offer online shopping and delivery, the
birth of smaller online retailers with tight product lines and deeper pri ces will
begin to emerge. And when some of these tight range online retailers grow big,
brands which grew on the strength of adding a new flavor or fragrance every
quarter will struggle as category and range management for a 500 SKU business
will be easier, but brutal for brand owners.
Environment & Sustainability

Organizations that can demonstrate sustainability across their total ecosystem will
benefit from stronger consumer bonding scores. However the ability to charge a
premium to cover increased costs will remain limited as consumers will
increasingly see sustainability as a given rather than a perk to be afforded by few.
The Tesla of the FMCG world is still to be created – using new innovations and
technologies.
Ageing
How different would a supermarket product range look if everyone shopping there
was 50+? This demographic has more money and will place a higher value on food
quality. The challenge will be for brands to appear relevant to this aging
demographic while being „cool‟ enough to attract the younger consumers.
Page 16
i. FMCG firms see top line erode as virus batters sales
ii. HUL's covid-19 update: A reality check for investors
iii. Production at 80-90% of normative levels: Hindustan Unilever
iv. FMCG revenue to de-grow 2-3% in FY21: Crisil Ratings
v. Britannia Industries March quarter profit up 26%
vi. Prolonged lockdown pushed up grocery bills: Survey
vii. HUL CMD Sanjiv Mehta sees demand for consumer goods reviving by 2021
i. The Government of India has approved 100 per cent Foreign Direct Investment (FDI)
in the cash and carry segment and in single-brand retail along with 51 per cent FDI
in multi-brand retail.
ii. The Government of India has drafted a new Consumer Protection Bill with special
emphasis on setting up an extensive mechanism to ensure simple, speedy,
accessible, affordable and timely delivery of justice to consumers.
iii. The Goods and Services Tax (GST) is beneficial for the FMCG industry as many of the
FMCG products such as Soap, Toothpaste and Hair oil now come under 18 per cent
tax bracket against the previous 23-24 per cent rate. Also rates on food products
and hygiene products have been reduced to 0-5 per cent and 12-18 per cent
respectively.
iv. The GST is expected to transform logistics in the FMCG sector into a modern and
efficient model as all major corporations are remodeling their operations into larger
logistics and warehousing.
v. The government has allowed 100 per cent Foreign Direct Investment (FDI) in food
processing and single-brand retail and 51 per cent in multi-brand retail.
Page 17
Marico Bangladesh Limited is amongst the top 3 FMCG MNC companies and a trusted brand
in beauty and wellness space in Bangladesh. The company touches the lives of 1 out of
every 2 Bangladeshis with an array of brands in various categories, including hair
nourishment, edible oil and male grooming, through a strong distribution network that
reaches more than 790,000 outlets throughout the country. Its flagship
brand, Parachute completed its journey of 12 successful years in Bangladesh, with an ever-
growing base of loyal consumers in October 2013. The brand has been amongst top 10
most trusted brands continuously since 2009 and was awarded the title of "Best Brand" by
Bangladesh Brand Forum and Nielsen in 2011. Over the years, the company has
strengthened its brand portfolio, most notably through the expansion of its VAHO (Value
Added Hair Oil) segment. The VAHO segment now consists of several popular brands such
as Parachute Beliphool Lite, Parachute Advansed, Parachute Cooling Hair
Oil and Nihar Marico Bangladesh Limited also leads the powdered hair dye market with
the Hair Code brand. The company continued to diversify its portfolio with the introduction
of Saffola Active (healthy edible oil) and Set Wet Deodorants in 2013. Our journey in
Bangladesh is as follow-
Incorporated in 1999
Started operations in 2000
Marico Bangladesh listed on Dhaka and Chittagong Stock Exchange in 2009
Launched Hair code Hair Dye in 2009 and achieved a market share of over 15% in its
first year
Launched Parachute Advansed Cooling Hail Oil in 2011
Started bottling at Mouchak, near Gazipur in 2002 and copra crushing manufacturing
in Mahona, Bhavanipur in 2012
Launched Saffola Active Edible Oil, Livon Silky Potion, Set Wet Deodorants and Livon
Launched Nihar shanty Badam amla and Hair Code Keshkala in 2014
With over 25 years of experience in the beauty and wellness industry and with a presence in
chosen emerging markets across Asia and Africa. Marico Limited has emerged as one of
India's leading consumer products companies. It has an extensive portfolio spanning hair
care, skincare, edible oils, healthy foods, male grooming and fabric care.
Page 18
Mr. Harsh Mariwala Mr. Saugata Gupta Mr. Anand Kripalu
Chairman and Non-Executive
Managing Director, CEO Independent Director
Director
Mr. Ananth Narayanan Mr. Atul Choksey Mr. B. S. Nagesh

Additional (Independent) Independent Director Independent Director
Director
Ms. Hema Ravichandar Mr. Nikhil Khattau Mr. Rajen Mariwala

Independent Director Independent Director Non-Executive Director
Mr. Rajeev Bakshi Mr. Rishabh Mariwala

Independent Director Additional (Non-Executive) Director
Page 19
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.
Marico was established in India.
Marico launches Hair & Care, non-sticky hair oil repositioning the market
leader through contemporary packaging. Sweekar sunflower oil goes
national.
Marico goes from being an exporter to international marketer – sets up its

first overseas office in Dubai.
The year marks another innovation, Revive cold water starch makes
starching cottons more convenient for the consumer.
Marico lists on the Indian Stock Exchanges.
The company expands with its first overseas manufacturing facility

in Bangladesh. Marico acquires Mediker in the same year.
Marico Innovation Foundation, responsible for executing the Corporate

Social Responsibility of Marico, was formed. In the same year Marico
sets up copra collection centers to procure directly from farmers
increasing their margins, thereby improving their lives and making a
difference.
Page 20
Nihar enters the Marico fold.
Marico casts footprint in Africa, acquires Fiancée and Hair Code

in Egypt and Caivil, Black Chic and Hercules in South Africa.
Marico makes a public offering of equity in Bangladesh a first for one

of its overseas subsidiaries.
The South East Asia journey commences with Code10 male grooming
in Malaysia and Derma Rx skin care solutions in Singapore. The year
also marks the launch of Saffola breakfast, Masala Oats in India.
Parachute Advanced entered the skin-care category with the launch of

Parachute Advanced Body Lotion (PABL), another innovation by
Marico. The year also marks the launch of Parachute Gold hair cream in
the Middle East market targeted to women which today has great
equity amongst the consumer. Marico strengthens its presence S.E.
Asia through a male grooming, skin care and food portfolio acquired
in Vietnam in the same year.
India's Gen Next gets styled by Marico as it launches its male grooming
brand, SetWet.
Marico acquires South Africa's leading hair styling business – Isoplus;

launches Saffola Active Slimming Nutri-shake (marking entry into
nutraceuticals category) and makes a strategic investment in Zed Lifestyle
(Beardo)
Marico invests Revolutionary Fitness (Revofit); launches a new brand –

True Roots that delays hair greying and launches its first digital exclusive
brand – Studio X; launched Saffola Fittify.
Marico announces association with Kaya, to create a skincare sub-brand,

Kaya Youth.
Page 21
Vision of the company:
Their vision “COME WIN…….” Has the following meaning:
1. Because of the Consumers, they exist.

2. The primary objective is to understand what adds value to the consumer so as to change
and reinvent the company.
3. They translate the company‟s needs and desires into marketable products and the
expansion of loyal consumers along with the speed and a quality of response that
surpasses the competition.
4. Membership is the sense of ownership which empowers the company. The company gives
each member a role of articulating and shaping the destiny of the company, which in turn,
builds commitment and ownership.
5. Marico focuses on policies and practices where people produce better performances
Consistently.
Mission of the company:
The Marico Mission 2020 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.
Page 22
Our values guide our actions and how we behave in our everyday business. They have enabled
us to create a unique culture at Marico. Our values are the DNA of our organization, immersed
in every member across hierarchies and geographies.
Seeking support and influencing others beyond the

function and organization to achieve a better
B OU NDAR YL ES S NES S outcome/decision without diluting one's accountability.
Identifying early opportunity signals in the environment

to generate growth options.
OPP OR TU NI TY S EEK I NG
Experimentation and calculated risk taking to increase

success probability of radical/pioneering ideas to get
I NNO VATI ON quantum results.
Allowing diversity of opinion by listening without bias,

giving, and receiving critique, with mutual respect and
TR ANS PAR ENCY trust for the other.
Keeping consumer as the focus and a partner in creating

and delivering solutions
C ONS U MER CENTR I C
Preference for quick thoughtful action as opposed to

delayed action through analysis.
BI AS FOR ACTI ON
Continuous improvement of performance standards and

capability building for sustained long-term success
E XCEL L ENCE
Sensitivity and adaptability to cultural diversity and

learning from different cultures
G L O BAL OU TL OOK
Page 23
Our India business market has nurtured various trusted household brands such as Livon,
Parachute Advansed, Set Wet, Saffola that are not just bought by our consumers but also add
value to their lives.
Coconut Oil Skincare

Parachute Coconut Oil Parachute Advansed Body Lotion
Nihar Naturals Coconut Oil
Nihar Naturals Uttam Coconut Oil
Male Grooming & Styling
Parachute Advansed Men After shower
Hair Oil Hair Cream
Parachute Advansed Coconut Hair Oil Set Wet Hair Gels
Parachute Advansed Deep Conditioning Hot Oil Set Wet Beard Gels and Creams
Parachute Advansed Aloe Vera Enriched Coconut Hair Oil Set Wet Deodorants
Parachute Advansed Jasmine Coconut Hair Oil Set Wet Blast Deodorants
Nihar Naturals Sarson Kesh Tel Set Wet Hair Waxes
Nihar Naturals Shanti Amla Badam Kesh Tel Set Wet Studio X Range
Hair & Care Fruit Oils
Nihar Naturals Shanti Jasmine Kesh Tel
Healthy Foods
Nihar Naturals Coconut Hair Oil
Saffola Refined Edible Oils
Saffola Aura – Olive & Flaxseed Oil
Anti Hair fall Saffola Masala Oats
Livon Hair Gain Tonic Saffola Multigrain Flakes
Parachute Advansed Ayurvedic Hair Oil Saffola Active Soups
Parachute Advansed Scalp Therapy Hair Oil Saffola Active Slimming Nutri Shakes
Hair Serum
Livon Hair Serum
Hair & Care Silk n Shine Leave-In Hair Conditioner
Marico today touches the lives of 1 out of every 3 Indians.
Page 24
Page 25
The Indian FMCG sector is the fourth largest sector in the economy with a total market size in
excess of US$ 13.1 billion. It has a strong MNC presence and is characterized by a well -
established distribution network, intense competition between the organized and unorganized
segments and low operational cost. Availability of key raw materials, cheaper labor costs and
presence across the entire value chain gives India a competitive advantage.
The consumers of FMCG industry still want to go to traditional shop for purchasing household
consumables; supermarket is the least preferred by the consumers. There is not much difference
in the perspective of urban consumer and rural consumer; they are able to realize the need of
the product, extensive awareness of the product, and suitable information sou rces of the
product. They are able to collect information of the product through Television advertisements.
Consumer prefers the product, making the purchasing decision and expressing the satisfaction
level. In the post-purchase satisfaction in consumers of predominant brand image and quality of
the product is important. The royalty of consumer purpose is very high, so their strength and
their expectation are also maximized. The democratic background of the rural consumer plays a
vital role in determining the behavioral aspect as well as the royalty of brand and they prefer
purchasing of bath soaps mostly from convenience store or neighbor retail store. Rural buyers
perceived that TV commercials followed by print advertisements and word of mouth plays a
significant role for taking the decision to purchase these FMCGs. Further, they consider their
own experience, display at shops, incentive schemes for the purchase of FMCGs, where they do
not fully agree that advice of beautician influences their decision towa rds the purchase of these
FMCGs.
The brand loyalty in this sector is very weak as consumers do not stick to one brand only if a
certain brand is not available to them they will definitely switch to another brands‟ product.
Lifestyle and behavior of a consumer affect its buying behavior as few consumers find a
particular brand as a part of their life so their brand loyalty is with that brand only.
They won‟t prefer any other brand.
Consumers of FMCG prefers to buy the products once in a month, most of them find this
pattern easy for their lifestyle.
Page 26
Page 27
OF MARICO
Page 28
RECOGNITION
Marico Bangladesh Limited won the “Certificate of Merit” award under the ‘Manufacturing Category’ in the
ICAB’s (Institute of Chartered Accountants, Bangladesh) National Award for Best Presented Annual Report.
The honorable Finance Minister Mr. Abul Maal Abdul Muhith handed over the award to Mr. Elias Ahmed
FCMA, Chief Financial Officer, Marico Bangladesh Limited
Our Parachute Advansed brand was awarded as a SUPERBRAND by Bangladesh Brand Forum which is a
testament to the enduring equity and quality of the products from the Parachute house of brands.
Page 29
AWARDS
Marico Bangladesh won

Certificate of Merit
Award from ICAB
Parachute Advansed awarded Parachute Advansed awarded

Best Hair Oil Brand 2018 No. 6 Overall Brand 2018
Parachute Advansed awarded

SUPERBRAND
By Bangladesh Brand Forum
Page 30
I. S trategy: The story of the evolution of Marico is one where strategy has helped
a brand to evolve through a host of successful products which moved from
mass markets to niche markets. Through the right set of strategies, Marico transformed
the company from an Indian company to a global brand by focusing on value-adding
products.
II. Parachute: Marico owes a lot of its success to the brand of coconut oil Parachute which
made it a household name and increased the trust and goodwill of customers and
stakeholders. The company used the oil and started developing a number of variants for
it such as hair oils, oil-based hair gels and serums etc. thus using this popular brand to gain
inroads into various segments.
III. Targeting: Most of Marico‟s brands look at niche segments in crowded markets spaces.
For example, Saffola looks at heart health in the crowded edible oils market, Mediker at
the removal of lice in a shampoo market or Livon at providing smooth hair. All these, as
well as other top-selling products of the company, look at targeting
niche needs successfully.
IV. Focus on unwanted categories : Marico always tries to look at categories which
multinational companies may not find interesting like anti-lice shampoo, fabric
conditioner or ethnic hair care categories. What multinationals perceived as fringe
categories are targeted by the company as primary categories thereby helping them to
circumvent unnecessary pressures of competition to great extent?
V. Divers ifica tion: Most of Marcos product lines have been diversifying at a very fast
rate. In the hair care category, the company has moved into categories like hair oil, hair
creams, anti-dandruff creams, shampoos, hair gels, and serums. The brand Saffola which
started off as an edible oil today has salt, wheat flour additive, and even oats. This
appetite for diversification is resulting in the steep growth of the brands.
Page 31
CSR KEY FOCUS AREAS
“TO TRANSFORM IN A SUSTAINABLE MANNER, THE LIVES

OF THOSE WE TOUCH, BY NURTURING AND
EMPOWERING THEM TO MAXIMIZE THEIR TRUE
POTENTIAL”
Page 32
Marico SWAPNO Program
Marico is also the “knowledge partner” for the

government and UNDP to help find solutions
for development challenges through core
business activities and initiatives that include
low-income women into value chains as
suppliers, retail distributors and consumers
The purpose of the Marico SWAPNO Program is
to ensure sustainable livelihoods for ultra-poor
women.
The SWAPNO program is implemented through
a tripartite partnership among the Government
of Bangladesh, UNDP and Marico with UNDP
being the implementing or execution partner.
The Marico SWAPNO program is implemented
in 2 districts: climate-vulnerable Satkhira in the
coastal belt and Kurigram in Bangladesh‟s poorest
area.
The program targets rural women with head of

household responsibility and who have no other
earning member in the family; who are unable to
have 3 balanced meals daily; have few or no  Increased Income: Avg. monthly income rose
assets (goat, cow etc.) being forced to beg or by 83%, 15 months into project intervention
accept employment at low wage; and not a and further sustained and increased by 1.4%
beneficiary of any other CSR or development after three months.
programme.  Engagement in sustainable livelihood with Less
than 5% lapsage rate: All 4464 beneficiaries
The first of its kind, the Marico SWAPNO began Income Generating Activities (IGAs) with
Program is public-private collaboration on a an average increase in investment per
„social transfer model‟ to graduate 4500 ultra- beneficiary by 46.3%. At the end of the cycle
poor women-led households to a sustainable almost all beneficiaries were engaged in Income
livelihood. The outcomes of our investment and Generating Activities with a lapsage rate of
partnership in SWAPNO have been fulfilling: 0.1%.
Page 33
Marico Adamya Program
Taking cognizance of the fact that there are 1 million differently abled youth in Bangladesh,
Marico along with Adamya Foundation (a non-profit organization), enabled them to find
sustainable and meaningful employment through skills training and capability development. The
partner in this program is Adamya Foundation, a small non-profit organization which has been
working solely on capability development of physically challenged persons as a pilot of this
program we started with the aim of including persons with speech and hearing disabilities within
our own business operations. We adapted our merchandising training for 20 young persons with
speech and hearing disabilities and over a month conducted the training with the help of teachers
from Dhaka Badhir High School instructed the participants through sign-language. The training
also included market visits where the participants were given a real life demo of the “Day of a
merchandiser”.
After the training there was a competitive
assessment and 14 of the trainees are now working
as Marico merchandisers. The essence of the Marico
Adamya program is livelihood or employment has
to be competency based and not mere
philanthropy.
Given that there are 1 million physically challenged

youth in Bangladesh, Marico sought to amplify its
impact in making a difference in the lives of this
segment of people who are typically marginalized
on many levels and left-out of mainstream
employment.
We advocated our idea to other corporates under the tagline “Inclusion for Impact”. We have
had a series of workshops with 20 other corporates to identify roles where persons with
disabilities can most easily be absorbed. Out of these rounds of discussions we identified two areas
where we can develop capabilities: call-centres and non-critical factory-based operations.
Companies like bKash and BRAC Bank have come forward to collaborate and recruit persons
trained under our Marico Adamya Program into their call-centres while APEX Footwear came
forward to include persons in packaging and inventory management.
Thereafter we conducted 2 more trainings of 40 persons with various physical disabilities for
recruitment in call-centres. We ran a volunteering campaign where our own Marico members
volunteered to coach the trainees over phone to improve their communication skills and develop
confidence.
We are also in the process of setting-up factory based training in Gazipur.
Page 34
Parachute, Saffola make Marico a money making magnet: Experts tell why
THU, APR 04, 2019
Marico Q4 net zooms over two-folds to Rs 405 cr

MON, MAY 06, 2019
Marico will post double-digit constant currency growth for rest of FY20: Vivek Karve,
CFO
AUG 07, 2019
Doubling Purchases will create Artificial Demand and create situational shortage: Harsh
Mariwala, Marico
APR 01, 2020
HUL, ITC, Parle Products, Britannia, Marico are expanding production beyond pre-Covid
levels.
Jun 12, 2020
Marico Announcement under Regulation 30 (LODR)-Analyst / Invest or Meet –

Intimation
03 Jun, 2020
Marico Ltd. shares gain 0.95% as Sensex rises
02 Jul 2020
Page 35
What Is Marketing?
Every product we buy, every store we visit, every media message we receive and every choice
we make in our consumer society has been shaped by the forces of marketing.
“The management process responsible for identifying, anticipating and
satisfying customer requirements profitably.”
Why marketing?
Many organizations – especially small firms - are already marketing without realizing it.
You might not be advertising your services, but you probably do make an effort to know your
customers well. Your instincts tell you that figuring out what every customer wants, and meeting
those expectations, will keep you in business. You know that you need to improve and extend
existing products, and sometimes develop new ones.
If you think marketing isn't important for start -ups, think again.
Marketing drives sales for businesses of all sizes by ensurin g that
customers think of their brand when they want to buy. Marketing helps
a new business to become known, and to attract and retain customers
so it can survive and grow.
Marico is one of India‟s top FMCG

companies focused on health and beauty
products. The brand width in Marico
marketing mix deals with hair oil, hair care,
edible oil, deodorants, personal wash and
fabric care categories.
Page 36
At MARICO
“A series of steps that allow organizations to identify customer problems,

Analyze market opportunities, and create marketing materials to reach the
Desired audience.”
Page 37
I
The first step in creating your marketing process is to highlight the mission statement of
the org.
All of your marketing efforts will revolve around ful filling that statement for your
customers.
All of your marketing efforts should relate back to fulfilling this mission o r the goals that
have been set. Define the goal behind your marketing process .
The Marico Mission 2020 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.
MARICO exists to provide benefit through its Products & Services.
One out of every ten coconuts grown in India is used by Marico – the statement in
itself surmises the strength of Marico Limited. Marico is an Indian FMCG company. It
was setup in 1991 in Mumbai by Harsh Mariwala. Marico deals in production of
personal care goods, oils and male grooming products too. Marico is known as a
pioneer in most o0f the product categories it operates in. Marico‟s leading brands
also retain leadership and highest market share I their respective product domains,
like 17% growth added in Hair Oils segment in last financial year. Marico follows the
following core values in all its business operations: Boundarylessness, opportunity
seeking, innovation, transparency & openness, consum er centric, bias for action,
excellence and global outlook
Page 38
II
The next step in creating your marketing process is running an analysis for your marketers. You
have three options to choose from:
i. A SWOT analysis. These analyses run through the internal and external strengths, weaknesses,
opportunities and threats that your organization faces.
ii. The 5C‟s analysis. The 5C‟s analyses focus on the company, collaborators, customers,
competitors, and climate of your marketing.
iii. A PEST Analysis. The PEST analysis focuses on more environmental factors like politics, the
environment, social climate, and technology.
Marico is a company that operates in the domain of consumer goods headquartered in

Mumbai, India. At the moment, the company is offering its products in Bangladesh,
Egypt, South Africa, Middle East, Vietnam, and Malaysia. Marico has had the strong
presence in various categories of FMCG including a number promising products i.e. Hair
& Care, Livon, Black Chic, X-Men, HairCode, Saffola, Nihar, Parachute, Hercules,
Isoplus, Thuan Phat, and Code 10 in addition to many more to help health, fabric, and
grooming etc.
Page 39
III
Now that you have a full analysis of your organization and your industry, you can
begin to shape your marketing strategy.
Define Your Target Audience

To start creating your strategy, you need to define who your target audience is. Your
target audience is:
“The ideal customer you want to attract to your product or service through
your marketing efforts.”
To start finding your target audience ask your marketers the following:
 Who is already a part of our existing audience?
 Who responds best to our efforts?
 Why do people use our product or service?
 What type of problem do they experience?
Parachute hair oil manufacturer, Marico Limited would focus on healthy foods as part of its
three years growth strategy, reported a leading national business daily.
Healthy food is still a modern trend, believes Marico. Many companies in the packaged
foods sector have been trying to penetrate in the market but there is still no incumbent
player. According to market observers, Marico may give tough competition to existing
players.
Marico Limited is one of India's leading consumer products companies operating in the
beauty and wellness space. Company's principal products include edible oils and value-added
hairoils.
It offers various brands in the categories of hair care, skin care, health foods, male grooming
and fabric care. Marico Limited is also a good wealth creator for investors in the share
market.
The stock has given a return of 20% in past one year and nearly 160% in three years. The
stock traded on its fresh 52-week high of Rs 330.1 per share in the July 4 trading session.
Creating Marketing Goals

The next step in formatting your marketing strategy is to develop a series of marketing goals that
connect back to the business goals that were mentioned earlier.
Your marketing goals should be S.M.A.R.T. This means they should be:
 Specific. You should know exactly what you‟d like to accomplish.
 Measureable. If you can‟t measure it, it‟s not useful.
 Attainable. Stretch yourself, but avoid setting yourself up for failure.
 Relevant. Your marketing goals should be connected to clear business outcomes.
 Time-based. Give yourself a deadline by which you‟ll achieve your goal.
Page 40
Ensuring Your Marketing Goals Contribute to the Bottom-line
Let‟s say your overarching business goal is to have 20 million in revenue by 2020.
In order to increase revenue, you have to increase sales. In order to increase sales, you‟ve got
to increase leads coming into the marketing funnel. This is where you come in.
You‟ve identified that you need to bring in 1,000 leads per month. Working back from there
helps you identify the one lead metric to focus on.
Your website is the largest lead generator, so to increase the number of leads; you‟ve got to
increase traffic. Say you get 5,000 website visitors each month; is it possible to convert 20
percent of them?
Likely not. In reality, a 2-5 percent conversion rate is more accurate.
To hit your goal of 1,000 leads, you need between 20,000 and 50,000 website visitors. Now
you‟ve found the one metric to focus on. Every activity you do should focus on increasing
the volume of website visitors from 5,000 to 20,000 (to hit a 5 percent conversion rate).
Set a Budget
The last step in your marketing strategy is setting a budget up. Your budget will determine
what resources and strategies you use throughout the year.
There are four ways you can set a budget for the year:
1. Percent of Revenue. This is where the revenue that your organization brings in determines
what your budget will be.
2. Top-Down. This is where your CMO or boss decides what your marketing team will spend.
3. Competition Matching. This type of budget is based on trying to reverse engineer what
your competitors are doing.
4. Goal Driven. This type of budget is based on the goals that you have set for the year. The
amount you spend on each project will depend on the kind of goal you need to reach.
Page 41
IV
The next step in your marketing process is going to be building your marketing mix.
This is usually broken down into the four P‟s: Product, Price, Promotion, and Place.
I. Product - The product of your marketing mix is going to refer to how the thing that your
company is selling is produced. It includes things like branding, packaging, quality of the product,
features and more.
II. Price - Price in a marketing mix refers to how much your product or service costs. It also
includes things like the discounts your company may offer, and its perceived value.
III. Promotion - Promotion is how your organization sells the product to your target audience.
This includes things like advertising channels, public relations, sales and publicity efforts that sell
your product.
IV. Place - Place refers to where your product or service is produced. This could involve
distribution channels, outlet locations, how your product is transported and stored.
Page 42
V
The next part of your marketing process is determining how to use it when you execute your
projects. Here is how each part of your marketing execution can be used.
Target Marketing Process

Target marketing involves breaking down your target audience into smaller segments and
sending those segments messages to move them further down the marketing funnel.
Here are some ways you can segment your audience:
 By demographic.
 By location.
 By lifestyle or income level.
 By behaviour (hobbies, interests, shopping habits, etc.).
Content Marketing Process

Another part of your marketing process that will play into your execution strategy is your
content marketing.
Your content marketing process should involve four different steps which will then play into your
overall content marketing process:
 Planning. What will you create?
 Publishing. How will you execute content creation?
 Promotion. How will you promote your content?
 Measurement. How will you know if your content is effective?
Product Marketing Process

How you market your product will make or break it in the eyes of your audience. After all we‟re
hearing thousands of messages every single day. You need to find a way to stand out.
Product marketing is:
“Product marketing is about conveying the message or the benefits of a feature to its
users.”
Page 43
VI
The last step in your marketing process is to measure and record the efforts of your marketing
projects. This is the data that you will gather and show upper management to prove that your
work is making a positive impact.
Some possible metrics that you may want to track are:
I. Social shares.
II. Link clicks.
III. Email opens.
IV. Conversions.
V. Engagement rate.
Page 44
Marketing Mix of Marico analyses the brand/company which covers 4Ps (Product, Price, Place,
Promotion) and explains the Marico marketing strategy. As of 2020, there are several marketing
strategies like product/service innovation, marketing investment, customer experience etc. which
have helped the brand grow.
Marketing strategy helps companies achieve business goals & objectives, and marketing mix (4Ps)
is the widely used framework to define the strategies. This article elaborates the product, pricing,
advertising & distribution strategies used by Marico.
Let us start the Marico Marketing Mix & Strategy:
Marico Product Strategy:

The product strategy and mix in Marico marketing strategy can be explained as follows:
Marico is one of India‟s top FMCG companies focused on health and beauty products. The band
width in Marico marketing mix deals with hair oil, hair care, edible oil, deodorants, personal
wash and fabric care categories. Marico‟s brand portfolio can be divided into two segments, viz.
Indian brands and international brands. The Indian brands of Marico include Parachute, Nihar,
Set Wet (deodorants and hair gel), Zatak, Livon, Medicare, Saffola (oil, oats, Active, Fit, etc.),
Revive instant bleach and Manjal. Internationally, Marico has the brands like Parachute
Advanced Body Lotion in Bangladesh, Boss in Vietnam and Hercules in South Africa. Brands like
Parachute & Saffola are very well known brands in India & also worldwide.
Marico Price/Pricing Strategy:

Below is the pricing strategy in Marico marketing strategy:
Marico has a wide product range in a competitive market and hence has a diverse price range.
For most of its brands Marico followed the strategy of entering markets that have low
competition and emerged as leader in them, like hair oils, edible oil, etc. But recently Marico has
found itself in a competitive scenario as it entered deodorants, hair styling, fabric conditioners,
breakfast cereals, skin care, etc. Also, other FMCG giants have focused again on ayurvedic and
natural products segment with Patanjali‟s recent entry in the industry. Marico therefore follows a
competitive pricing strategy to maintain its leadership in its leading brands like Parachute and
Saffola. This gives an insight about the pricing in its marketing mix.
Page 45
Marico Place & Distribution Strategy:
Following is the distribution strategy of Marico:
Marico is present in more than 25 countries. It acquired Nihar in India, Fiancée & Hair code in
Egypt, Black Chic and Hercules in South Africa. The distribution of Marico products in the
financial year 2015-16 increased by 8% and 6% in rural and urban sectors respectively. Major
increase in Value added Hair Oil segments in rural segments. Sale in urban stores grew at 11%.
Marico has taken up a new program called ONE which is Outlet Network Expansion, in order to
increase direct coverage in top six metro cities. This program is aimed at improving the
availability of Marico products in stores, retailer convenience and access to promotions. Marico
has incorporated IT in order to eliminate shortages in its supply chain. Internationally, market in
Bangladesh reduced by 3% strictly attributing to price correction as the volume increased by 2%.
In Egypt more investment in infrastructure to boost distribution channel.
Marico Promotion & Advertising Strategy:

The promotional and advertising strategy in the Marico marketing strategy is as follows:
Marico is known for its promotions, the fact has it has won plethora of medals and awards for its
varied promotion campaigns is proof enough. Marico uses all types of media like TV, online,
billboards, print media etc. in its marketing mix. Some of the on-going campaigns of Marico are:
• Nihar- Dikho Khoobsurat, Karo Khoobsurat
• Nihar- #I am capable
• Saffolalife- #protectherheart
• Saffola Masala Oats- Chef‟s Choice campaign
• Parachute Advansed - #KhulKeKheloHoli
• X Men for Boss, Vietnam
• Hercules Smart School Campaign in South Africa
Marico is also known to rope in a lot of celebrity for its endorsements like Vidya Balan for Nihar,
Ranveer Singh for Set Wet and Deepika Padukone for Parachute is some examples. Hence,
Marico marketing mix is covered above.
Page 46
1. Massive distribution network 1. Largely dependent on Saffola
2. Strong presence in Asia and Africa And parachute.
3. Strong financial performance 2. Limited global presence
4. Advanced quality check systems 3. Heavy dependence on
5. Gender diversity in leadership roles Monsoons.
Strengths Weakness
Opportunities Threats
1. Strong economic indicators for 1. Disruption in FMCG sector

India. 2. Political risks
2. GST implementation benefits 3. Commodity price fluctuations
3. Promising growth in rural markets 4. Foreign currency exposure
4. Organic\/Inorganic growth
Opportunities
Page 47
1. Strong 1. 1. Increase in 1. Focus on 1. Legal battles 1.
government Implementation disposable digital for trademark Environmental
at the center of GST in India income and consumer and infringements protection
in India to drive discretionary employee and and
ensures growth for the spending by engagement advertisements sustainability
political organized the Indian initiatives
stability sector middle class
2.Expansion segment
potential in
countries with
good political
relations and
high
expatriate
population.
Page 48
of MARKETING
Marketing KPIs (Key Performance Indicators) are specific, numerical marketing metrics
that organizations track in order to measure their progress towards a defined goal within
your marketing channels.
When it comes to setting and tracking your marketing KPIs, many marketers and business owners
are fully aware of the usual suspects.
I. Sales Revenue
II. Cost Per Lead
III. Customer Lifetime Value
IV. Inbound Marketing ROI
V. Traffic-to-Lead Ratio (New Contact Rate)
VI. Lead-to-Customer Ratio
i. Key performance indicators (KPIs) measure a company's suc cess versus a set of
targets, objectives, or industry peers.
ii. KPIs can be financial, including net profit (or the bottom line, gross profit
margin), revenues minus certain expenses, or the current ratio (liquidity and cash
availability).
iii. KPIs can also be more anecdotal, measuring foot traffic in a store, employee
retention, repeat customers, and quality of customer experience, among others.
Page 49
Marico is on e of India's leading Consumer Products & Services companies in the
global beauty and wellness space. Marico is present in more than 25 coun tries
across Asia and th e African continent. Turnover of INR 4596 crore in Marico‟s
sustainable competitive advantag e Backw ard integration: Supply chain activ itie s
Distribution networ k Innovation in packagin g Branding Overall business growt h
Valuable Rare Costly to imitate Non subs titutabl e Marico achieved revenue f rom
operations of INR 45 96 crore(USD 851 million) during FY13, a growth of 1 5%
over FY12. The volume growth was at 1 2%. .
Having analysed strategies pursued by M arico to s pur growth, we conclude that

some of th e strategies were aimed in the right direction while others are
critically analysed to suggest alternativ es. The s tra tegies pursued by Marico
result in diversification of portfolio to introduce a hos t of brands from breakfas t
foods, men ‟s grooming, hair care and personal care. Thes e categories hold
promise of high growth rates and leverage on large young demographic acro ss
emerging economies. Introduction of new brands has decreased the over
dependence on Marico‟s bus iness s trongholds and introduced newer capabilities.
The bus iness is pois ed to grow faster as the newly acquired/built brands bring
resources in form of Indi a‟s young demographic .
Page 50

WFH: Project Study On Industry and Organization: Sec A: Industry Report Sec B: Organisation Report Sec C: Major Process

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WFH: Project Study On Industry and Organization: Sec A: Industry Report Sec B: Organisation Report Sec C: Major Process

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WFH: Project Study on

Industry and Organization

SEC A: INDUSTRY REPORT

INDUSTRY- FAST MOVING CONSUMER GOODS

RURAL – SET TO RISE

II. ITC India – Ensuring Purity in Prayer!

III. Nestlé -- Born Better!

IV. Britannia – Eat Healthy, Think Better!

V. Parle Agro (Parle – G) -- Refreshing India

VI. Marico Private Limited -- Be more everyday

Hindustan Unilever Limited Revenue Share

Established in 1910, ITC Limited is a diversified conglomerate with businesses

As the Company‟s ownership progressively Indianised, the name of the Company

The ITC Vision

NESTLÉ India manufactures products of truly international quality under

Britannia believes that „Taste & Trust‟ are its

OUR CORE VALUES

Britannia - "Eat healthy, think better" Our Core Emphasis

Parle Agro commenced operations in

Direct to Consumer (D2C) Model

Shopping on Social Networking Platforms

Online Grocery Shopping

Environment & Sustainability

Mr. Ananth Narayanan Mr. Atul Choksey Mr. B. S. Nagesh

Ms. Hema Ravichandar Mr. Nikhil Khattau Mr. Rajen Mariwala

Mr. Rajeev Bakshi Mr. Rishabh Mariwala

Marico was established in India.

Marico goes from being an exporter to international marketer – sets up its

Marico lists on the Indian Stock Exchanges.

The company expands with its first overseas manufacturing facility

Marico Innovation Foundation, responsible for executing the Corporate

Marico casts footprint in Africa, acquires Fiancée and Hair Code

Marico makes a public offering of equity in Bangladesh a first for one

Parachute Advanced entered the skin-care category with the launch of

Marico acquires South Africa's leading hair styling business – Isoplus;

Marico invests Revolutionary Fitness (Revofit); launches a new brand –

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

Their vision “COME WIN…….” Has the following meaning:

1. Because of the Consumers, they exist.

Mission of the company:

Seeking support and influencing others beyond the

Identifying early opportunity signals in the environment

Experimentation and calculated risk taking to increase

Allowing diversity of opinion by listening without bias,

Keeping consumer as the focus and a partner in creating

Preference for quick thoughtful action as opposed to

Continuous improvement of performance standards and

Sensitivity and adaptability to cultural diversity and

Coconut Oil Skincare

Marico today touches the lives of 1 out of every 3 Indians.

Marico Bangladesh won

Parachute Advansed awarded Parachute Advansed awarded

Parachute Advansed awarded

“TO TRANSFORM IN A SUSTAINABLE MANNER, THE LIVES

Marico is also the “knowledge partner” for the

The program targets rural women with head of

Given that there are 1 million physically challenged

Marico Q4 net zooms over two-folds to Rs 405 cr

Marico Announcement under Regulation 30 (LODR)-Analyst / Invest or Meet –

Marico Ltd. shares gain 0.95% as Sensex rises

Marico is one of India‟s top FMCG

“A series of steps that allow organizations to identify customer problems,

MARICO exists to provide benefit through its Products & Services.