Group 1 : Abhinav Gupta, Ankit Arora & Gaurav Khanna

ABOUT MARICO

• Founded in 1988, Public Limited Company

• Hair Care, Skin Care and Healthy Foods
• Renowned Brands:Parachute, Saffola, Kaya Skin Clinics
• CAGR of 24% in turnover, 28% in profits - over last 5 years
• Turnover of Rs. 2600 Crores (2009-10)
• More than 20 Countries

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 STRATEGIC BUSINESS UNITS

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 MARKET SHARE

BRANDS CATEGORY INDICATIVE RANK

MARKET SHARE
RANGE %
Parachute, Oil of Malabar Coconut Oil 51-53 1
Hair & Care, Nihar, Shanti Amla Hair Oils 20-22 2
Mediker Anti Lice ~90 1
Treatment
Revive Fabric Starch ~80 1

Source : A.C.Neilsen Urban Retail Market Research and Company

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 TARGET MARKET

BRANDS TARGET CUSTOMERS

Parachute Women of All Ages
Hair& Care Men and Women of All Ages
Shanti Amla Value for Money Seekers
After Shower Men (18-34 years)
Mediker Children with Lice Problem(3-13 years)
Saffola Health Conscious Families
Revive Housewives in Urban Areas

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POSITIONING AND MARKET SHARE

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 PRODUCT RANGE

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• HAIR CARE
• Hair Oils
• Pre wash and Post wash

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• HEALTH CARE
• Premium Edible Oils
• Functional Foods
• Kaya Life

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• SKIN CARE
• Ayurvedic Skin Care Products

• Cosmetic Dermatologist
• Services/Products

• Soaps

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 PLACE

Factory + Subcontractor

Depot

Distributor Super Distributor

Stockist

Retailer
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 PRICE

• Passes Benefits to the customer

• Very competitive price ( Cutting edge)

• There is a direct relation between the Advertising and the

Price of the product.

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 PROMOTIONS

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 PROMOTIONS

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 PROMOTIONS

• 3.2 % in 2009-10 ; 0.2% in 2008-09

• 40:60 ::Advertising : Sales Promotion

• Sales Promotion
– Consumer Promotion – 40%
– Trade Promotion – 50%
– Sales-Force Promotion – 10%

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 FINANCIALS

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 FINANCIALS
Company Last Price Market Sales Net Profit Total
Capital Turnover Assets
(Rs. Cr)

Marico 119.00 7,295.65 2,030.85 235.02 948.48

HUL 260.20 56,777.73 17,725.33 2,203.03 2,583.52
Dabur India 202.35 17,579.06 2,874.60 433.15 877.17
Godrej
357.60 11,571.58 1,267.88 248.12 839.87
Consumer
P and G 2,260.10 7,336.45 772.81 178.85 440.02

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 FINANCIALS

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 FINANCIALS

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 FINANCIALS

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 CONCLUSIONS

• Increasing value proposition to consumers.

• Market Expansion and Widening of Retail

• Become Business Leader using Newer

Standards and Quality Services.

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 RECOMMENDATIONS

• Expansion to Western and European

Countries

• Increase sales promotion and Decrease

consumer promotion

• Not rely on a particular brand eg. Parachute

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