CHAPTER 1

1.1 INTRODUCTION OF COMPANY

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

1
introduction of Saffola Active (a 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 Haircode Hair Dye in 2009 and achieved a market share of over 15% in

its first year

 Lauched Parachute Advanced 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

1.2 BRANDS

2
The organization holds a number of household brands such as Parachute, Parachute
Advanced, Saffola, Hair & Care, Nihar, Nihar Naturals, Livon, Set Wet, Mediker and
Revive. In the international market, Marico is represented by brands like Parachute,
HairCode, Fiancée, Caivil, Hercules, Black Chic, Code 10, Ingwe, X-Men and Thuan
Phat. Within personal care, Marico has been introducing premium products — from basic
coconut oil to value added ones — and now provides innovations such as serum and
cream-based hair products to drive the portfolio.

 Male grooming – Set Wet

 Hair Care – Parachute, Parachute Advanced, Nihar Naturals, Nihar Naturals Uttam,
Hair & Care Fruit Oils, Mediker, Livon
 Edible Oils – Saffola
 Skin Care – Parachute Advanced Body Lotion
 Fabric Care – Revive
 Healthy Foods – Saffola Masala Oats & Saffola Fittify

1.3 VALUES

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
 Consumer centric
Keeping consumer as the focus and a partner in creating and delivering solution
 Global outlook
Sensitivity and adaptability to cultural diversity and learning from different cultures
 Opportunity seeking
Identifying early opportunity signals in the environment to generate growth options
 Excellence
Continuous improvement of performance standards and capability building for sustained
long term success
 Bias for Action
Preference for quick thoughtful action as opposed to delayed action through analysis

3
1.4 TIMELINE

 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
 1990 – Marico was established in India
 1991 – Marico launches Hair & Care, a non-sticky hair oil repositioning the market
leader through contemporary packaging. Sweekar sunflower oil goes national
 1992 – 94 - Marico goes from being an exporter to international marketer – sets up its
first overseas office in Dubai
 1994 – The year marks another innovation, Revive cold water starch makes starching
cottons more convenient for the consumer
 1996 - Marico lists on the Indian Stock Exchanges
 1999 – The company expands with its first overseas manufacturing facility in
Bangladesh. Marico acquires Mediker in the same year
 2003 – 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
 2006 – Nihar enters the Marico fold
 2006-7 - Marico casts footprint in Africa, acquires Fiancée and Hair Code in Egypt
and Caivil, Black Chic and Hercules in South Africa
 2009 – Marico makes a public offering of equity in Bangladesh a first for one of its

overseas subsidiaries

 2010 - 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

4
 2011 - 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

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

brand, Set Wet

 2015 - Marico‘s Market Cap tops INR 25,000 crore

 2017- 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)

 2018 – 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

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

Kaya Youth

1.5 COMPANY PROFILE

 CATEGORY: Consumer products

 TAGLINE: Be more everyday

 USP: 1/3 Indians use it

 TARGET: Indian household in middleclass

5
  MISSION: The Marico innovation foundation‘s mission 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

1.6 GOALS & OBJECTIVES:

1. Company shall develop, in parts of world beyond the Indian subcontinent a

franchise for the branded product and services

2. Company shall share prosperity among the shareholders to contribute in

improving equity and market value

3. Company shall aim to be a leader in each of its businesses through heightened

sensitivity to consumer needs, setting up of new ideas

4. Company shall make brands available that contribute to healthy living

through products drawn from agriculture offered in natural or processed forms

and services

5. Company shall offer brands that enhance the appeal and nourishment of hair

and skin through distinctive products and services based on goodness of

coconut and other natural substances.

6
1.7 PESTEL ANALYSIS

1. POLITICAL

Strong government at the centre in India ensures political stability

Expansion potential in countries with good political relations

2. ECONOMICAL

Implementation of GST in India to drive growth for the organized sector

3. SOCIAL

Increase in disposable income and discretionary spending by the Indian middle class

segment

4. TECHNOLOGICAL

Focus on digital consumer and employee engagement

5. LEGAL

Legal battles for trademark infringement and advertisement

6. ENVIRONMENTAL

Environmental protection and sustainability initially

7
1.8 PERFORMANCE AT GLANCE

-
 During 2017-18, Marico‘s turnover of INR 63 billion through sales in India

and other chosen emerging markets of Asia and Africa.

 The Asian nation business, accounting for seventy eight% of the revenues,

markets household brands added value to the lives of one in every three

Indians.

 Every month, over hundred and fifty five million consumer packs reach

consumers through a widespread distribution network of around four and half

million outlets.

 Its International business was twenty two% of the revenues, offers brands that

are localized to fulfill the lifestyle needs of the international consumers. It

8
 also exports its products to markets in the Indian-sub continent such as Nepal,

Bhutan & Sri Lanka as well as Indian diaspora markets across the globe.

 Marico‘s concentrate on delivering sustainable business and earnings growth

has up to now resulted in a healthy shareowner return of twenty sixth CAGR

since listing in 1996.

 This rests on an empowering work culture fostered by early responsibility and

independent decision making that encourages its members to take complete

ownership and make a difference to its entire business ecosystem.

 Marico is not about being bought by the consumers but they add value to their

lives by transforming the way they look and feel.

 The Marico Innovation Foundation funds social enterprises and permits them

with innovative thinking and scaling of operations to widen their impact

socially.

 It is this essence that is true to Marico‘s culture and unique to its DNA. It is

this belief that everyone at Marico lives by and profits from every day. It is

the spirit to MAKE A DIFFERENCE.

9
1.9 SWOT ANALYSIS

1. STRENGTH

Strategy: Through the right set of strategies, Marico transformed the company from
an Indian company to a global brand by focusing on value-adding products.

Parachute: Marico owes a great deal of its success to coconut

oil Parachute that made it a household name and raised the trust and goodwill of
consumers and stakeholders.

Diversification: Mostly Marico‘s 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 that started off as edible oil nowadays has salt, flour additive, and
even oats. This appetite for diversification is resulting in the steep growth of the
brands.

2. WEAKNESS

Failed Products: Marico has had a number of product failures like the Parachute Hot Oil
or the Saffola Snacks. These mistakes have proven to be costly for the company and have
also made it secure losses.

Unnecessary product launches: Marico always launches more than 1 product in market,
but this time they launched too many products in sectors making it difficult to focus and
channelize resources in it

Not been able to build a premium image: Marico has been able to release new product
and acquisition and gain a place in premium segment but it wasn‘t successful as
customers perceive it as value brand. These new releases are proving to be costly in long
run.

3. OPPORTUNITIES

New market growth: Marico‘s attempt to expand in to emerging market like Bangladesh,
Egypt etc. instead of looking at established markets, where there is likelihood of steep
growth in all categories of FMCG.

4. THREAT

Facing the competition: Marico faces a lot of competition from companies like
ITC, Nestle, P&G, HUL, Nestle etc.

10
1.10 TOP MANAGEMENT

CHIEF HR AND STRATEGY MR. MILIND SARWATE

CEO:KAYA MR.RAKESH PANDEY
CHIEF TECHNOLOGY MR VILAS SHIRHATTI
CEO CONSUMER GOODS MR SAUGATA GUPTA
CEO INTERNATIONAL BUSINESS MR VIJAY SUBRAMANIAM
CHIEF FINANCE IT AND
COMLIANCE OFFICER MR VINOD KAMATH

1.11 MARKETING
Indian expatriates in the Middle East had been smuggling Parachute oil with them for
their daily use when export of the oil was restricted prior to the 1991 economic
liberalization. Marico decided to try to sell products in that market after liberalization, but
found that Arab customers did not like the scent of coconut, wanted a less sticky hair
product, and needed a product to counteract the high level of chlorination in their water.
When Marico reformulated its product, its market share in the Middle East grew from 2%
in 2002 to more than 20% by 2008

1.12 CHALLENGE

Marico was facing a data security risk. Its email policy restricted the size of attachments,
which was leading to difficulties across the company when employees tried to share large
files with clients. These challenges were leading some employees to risk sending
confidential files from their desktop and mobile devices through free consumer-grade
solutions. The IT team knew that they needed to find a solution with enterprise-grade
security, which went beyond email attachments, to keep data secure without impacting
the productivity of its workers. Knowing that it needed to take action and find a proper
technology solution to solve its data security issue, Marico reached out to Teqdis, a

11
trusted technology distributor that provisions enterprises with enhanced computing
environments. ―Marico needed a simple and secure mechanism for sharing confidential
files with partners,‖ said Jay Savoor, managing director at Teqdis. ―Employees today
have the technical knowledge to find their own tools if a company doesn‘t have what they
need, and that can leave data at risk. We knew we needed to deploy a solution for Marico
that was easy to use for employees, but that still had the robust security features the IT
team required.‖ To enhance the security and usability of any solution it chose, Marico
required something that would integrate with its Active Directory, so that all users could
be authenticated, as well as integrate with Microsoft Outlook. The IT team also wanted
something that could provide collaboration functionality from any device that an
employee chose to use, which would streamline the work they did with business partners
and clients. ―We didn‘t want to alter our employees‘ workflow, so we needed a solution
that would allow them to continue to send content through their email, but in a more
secure manner,‖ said Girish Rao, IT Head at Marico. ―At the same time, we knew that
more and more employees were starting to work from their

1.13 FINANCIAL ANALYSIS

In 2005 the consolidated turnover of the company (inclusive of the turnover of its
subsidiaries and Sundari LLC) crossed the US$ 200 million mark as it ventured into new
businesses and new geographies. The revenues of the International Business Group,
including the revenues of the two subsidiaries in Bangladesh, crossed the US$ 20 million
mark. On a standalone basis the company has notched a sustained revenue growth up
from US$ 130 million in 1999 to US$ 218 million in 2005, an impressive CAGR of 10
per cent. Raw / refined oils contribute nearly 70 per cent to the revenue, hair oils
contribute about 13 per cent, with the rest being contributed by other products and
services. The operating margin and net margin were 9.7 per cent and 7.7 per cent
respectively in the year 2005 having witnessed an increase over the previous 96 The
market shares of Marico's brands overseas have been rising over the years. Parachute
coconut oil is the market leader in Bangladesh with almost half the market share, while
hair oils and hair care products have been consolidating their share of the market. The
company continued to strengthen its position in the Bangladesh market, acquiring a soap

12
brand Aromatic that had a 5 per cent market share and annual sales of Taka 300 million
(US$ 4.8 million).This complements Marico's earlier acquisitions in Bangladesh of two
soap brands, Camelia and Magnolia. Hair cream in the Gulf is increasingly growing into
a big brand. The acquisition of the Sundari range of beauty products provides a huge
opportunity to target the spa market, especially in the backdrop of the backto-nature
movement in the US and developed markets. Sundari products and treatments are retailed
in USA, Canada, UK, New Zealand, Spain, Philippines and Japan.They are available at
some of the leading spas in the US and other countries like Canyon Ranch, JW Marriott
StarrPass, Ritz Carlton Battery Park, Spatio Geneva, Chi Spa Madrid, Four Seasons -
Maldives and Langkawi, the Oberoi Mauritius, among others.

13
CHAPTER 2

2.1 NEW PRODUCT LAUNCH: SAFFOLA FITIFY GOURMET

Saffola Fitify Gourmet is India‘s first healthy Gourmet Breakfast to dinner range with
plant based superfood. It‘s curated by chef Kunal Kapoor and nutritionists. It has 3
categories super meal, super beverages and super breakfast. Super meal contains Hi
protein meal soup and slim meal shake,super beverages contains healthier green tea and
green coffee, whereas super breakfast contains superfood quinoa poha/upma and
superfood millet upma/poha.

Hi-Protein Slim Meal Shake

It contains 5 super food for a slimmer fitter life. 5 super foods are quinoa, turmeric,
Moringa, buckwheat and amaranth.
It has 20g protein per serve.
It contains 20g of protein equal to 3 bowl of dal, 4.5g equal to 1 bowl of spinach,
270mg calcium equal to 1.5 bowl of curd, vitamin c equal to 100g grapes, vitamin E
equal to 10 almonds, iron equal to 1 cup of leafy vegetables.

14
It has no added preservatives, no gluten, no artificial color and no animal extract.
It‘s available in seven different Flavors: Alphonso mango, coffee caramel, French
vanilla, cookies and cream, pistachio almond, Swiss chocolate, royal kesar
You would be able to lose 75g per day, 525g per week, 2kg per month and 4 kg in 2
months.

Hi-Protein Meal Soup

It contains 5 super food for a slimmer fitter life. 5 super foods are quinoa, turmeric,
Moringa, buckwheat and amaranth.
It has ten times more protein than regular soup and up to ten times more fiber than
regular soup which helps to build lean muscle.
It contains 11g protein equal to 2 bowls of dal, 6g fiber equal to 2 bowl of spinach,
120mg calcium equal to 1 bowl of curd, vitamin C equal to 100g of grapes, Vitamin
E equal to 10 almonds and Iron equal to 1 cup of leafy vegetables.
It has no added preservatives, no gluten, no artificial color and no animal extract.
It‘s available in three different Flavours: Spanish tomato, Mexican sweet corn and
Italian mix veg.
Its available at price of Rs 99 for single serve pack and Rs 375 for box of 4 serving.

Green Coffee

Saffola FITTIFY Gourmet Green Coffee instant beverage mix has been created by
nutritionists and curated by chef Kunal Kapur. It is a health booster that is high in
antioxidants and helps in weight management. Unlike regular coffee, Green Coffee isn‘t
roasted and hence has 3X more antioxidant power which is otherwise lost in the roasting
process. It contains 50% CGA (Chlorogenic acid), a powerful antioxidant known to
provide several health benefits such as:

 Aids weight management

 Helps regulate blood pressure
 Helps regulate metabolism
 Helps regulate blood sugar

15
The Green Coffee is available in 5 flavours namely Classic, Classic Strong, Ginger Basil,
Lemon Mint and Lemongrass Lavender.Superfood Moringa Green Tea Saffola FITTIFY
Gourmet – Superfood Moringa Green Tea is scientifically formulated by nutritionists and
carefully curated by chef Kunal Kapur – to give you all the benefits of Green Tea
combined with the superfood Moringa. Moringa (leaves of the drumstick plant) is a
nutrition powerhouse. They are power packed with vitamins and minerals. It is a rich
source of protein, iron, calcium and vitamin C and has antioxidant properties. It helps
boost bone and joint health.

Green Tea
Healthier green tea contains super food Moringa which is a nutrition powerhouse.
Its USDA organic and India organic certified.
It contains pyramid tea bag for a fresher purer taste.
It contains 17 times calcium of milk, 8 times iron of spinach,1.5 times protein of
dal,7 times vitamin of plum.
It helps to manage your weight, helps to regulate metabolism and helps to support
immunity.
It contains 6 different gourmets Flavour: Lemongrass, classic, royal kahwa, honey
lemon, jasmine, and moroccon mint.
The 15 sachet box is available for Rs 220.

Quinoa Poha/Upma
It contains 50% and 80% more protein than regular poha and upma respectively.
It contains no cholesterol, no trans-fat, no added preservatives, no artificial Flavour
and no artificial color.
It can be ready in 4 minutes.
It‘s a natural source of protein, iron and amino acid.
It‘s available at price of Rs 49.

Millet Poha/Upma
It has power of 5 millet which are finger, foxtail, pearl, kodo and great millet.
It contains no cholesterol, no trans-fat, no added preservatives, no artificial Flavour
and no artificial color.

16
SWOT ANALYSIS OF SAFFOLA FITIFY PRODUCT
Managing weight
Blood pressure regulation
Metabolism regulation
Blood sugar regulation
STRENGTH Support immunity
Easy to make and consume anywhere
No Added Preservatives
No soy
No gluten,
No artificial flavor,
No artificial color,
No animal extracts

WEAKNESS Highly priced

OPPORTUNITY 360 Degree marketing

New taste variants
Health benefits

Brands such as Health kart meal replacement

slim shake, MTR Vegetable Upma/Poha, Knorr

THREAT
soup.

These are some brands where the products are

priced low in comparison to our High priced

gourmet product. So most of the customers

prefer buying a product which is affordable, but

yet it depends customer to customer.

17
ADVANTAGED OF FITIFY RANGE

1. SUPERFOODS – THE POWERHOUSES THAT YOU DESERVE

Our Hi-Protein Meal Soups and Hi-Protein Slim Meal Shakes contain a blend of 5
Superfoods namely Moringa, Buckwheat, Amaranth, Quinoa and Turmeric. These
Superfoods endow the product with numerous benefits to help you lead a slimmer fitter
life

2. HIGH PROTEIN SLIM MEAL SHAKE CONTAINS

We make sure to exclude any harmful elements from our products so that the product you
receive delivers its goodness to the fullest

3. CREATED BY NUTRITIONISTS – CURATED BY CELEBRITY CHEF

KUNAL KAPUR

We understand that foods that are healthy are not particularly tasty. The choice between
nutritious food and a tasty spread is difficult and we decided to solve it. We brought on
board expert nutritionists to create a healthy range of foods for a slimmer and fitter life.
But just like you, we don‘t like to compromise on taste as well! That‘s why we partnered
with Celebrity Chef Kunal Kapur to make sure that you receive a product that allows you
to enjoy an authentic gourmet experience that is nothing short of a gourmet product. So
don‘t think twice. Enjoy the Saffola Fittify Gourmet experience.

4. EASY TO MAKE AND CONSUME ANYWHERE

Whether it‘s the Green Tea, Green Coffee, Hi-Protein Meal Soup and Hi-Protein Slim
Meal Shake all our products are simple to make. Our Green Tea, Green Coffee Hi-Protein
Meal Soup and Hi-Protein Slim Meal Shake even come in single serve sachets so that
you can easily carry your nutrition on the go and aren‘t forced to settle for anything less.

5. COMPLETE HOLISTIC EXPERIENCE WITH REVOFIT

We want to make sure that you achieve your fitness goals. With this in mind, we have
partnered with one of India‘s leading fitness apps – Revofit. After your purchase of
Saffola Fittify Gourmet products you are entitled to a 30 day free nutritionist
consultation, Rs. 200 FITCASH, daily progress tracking, expert fitness guidance and
much more.
To avail these benefits, download the Revofit app and use the unique code given inside
each pack.

18
 2.2 NEW PRODUCT LAUNCH: COCOSOUL

To launch a slew of cold-pressed virgin coconut oils and coconut-based organic products.

In a bid to strengthen its premium product portfolio, leading FMCG Company Marico

Ltd is launching a new brand, Coco Soul. Under Coco Soul, which marks Marico‘s foray

into the organic food space, the company will launch a range of organic, cold-pressed

virgin coconut edible oils and a range of healthy coconut-based food products

COCONUTS – OUR LEGACY

Coco Soul comes from the house of Marico, maker of the iconic brands Parachute and
Saffola that have served the needs of innumerable consumers both in India and abroad.
Coco Soul is our small contribution to the future. Our endeavor is to create a suite of
solutions that will nourish the needs of our consumers by providing them with the natural
goodness that nature intended. We believe in the power of the coconut since it offers a
gamut of benefits that range from brain development to improving digestive health to
regulating metabolism.

19
WHY IS COCO SOUL SO REMARKABLE?

At the break of dawn, sunlight trickles through the palm leaves soaking our farms in its
warm glow. A crisp breeze blows past as you see the leaves move in unison. It is amidst
this idyllic setting, in the heart of Tamil Nadu and Kerala where our coconuts are
individually graded, meticulously picked and tastefully packaged to create products that
imbue you with benefits like no other.

COLD PRESSED TO PERFECTION

Heat treating coconuts destroys their inherent nutrient profile ensuring that you get
diminished benefits if at all. Our patented No Heat Process locks in the nutrient goodness,
taste and aroma of a coconut and delivers it to you unblemished in any way.

RAW & PURE

We don‘t believe in spoiling the goodness of a coconut through artificial means. That is
why our products are devoid of any preservatives, artificial color or Flavour that can
harm you in any way. When you buy Coco Soul what you get is a pristine product that
will add a bit of soul to your life.

PRODUCT VARIANTS

The cold pressed virgin coconut oil

It contains 60% MCT which are the good fats.

It helps support cognitive function, aids in digestion, helps to boost energy and manage

weight.

Its non-genetically modified, preservative free, vegan and gluten free by nature.

Its best used for direct consumption, cooking and taste enhancer.

20
1 litre natural oil is available for Rs 749,500ml is available at Rs 399,250ml Rs

230,500ml can for Rs 699, organic oil 250 ml at Rs 375 and 500ml Rs 699

Infused cold pressed virgin coconut oil

It‘s 100% natural oil created by chef kunal kapoor.

It‘s available in 3 different Flavour: Chili oregano, curry coriander, cinnamon.

It‘s available at price of Rs 349.

Coconut sugar
It contains 100% organic low glycemic index, its gluten free by nature, its vegan and rich
in potassium.
It‘s made from golden coconut nectar and it‘s minimally processed.
Its best used for beverages, desserts and for cooking.
It‘s certified by jaivak bharat and India organic.
The 200g carton pack is available at Rs 249 and Jar pack at Rs 399.
There are other products of Cocosoul like the coconut spread, peanut and almond butter
and coconut chips

Coco Soul Coconut Spread

It‘s rich, creamy vegan spread made with 100% natural ingredients: freshly harvested
coconuts with the perfect play of sweet n salt. This delectable indulgence is made in a
simple formulation using only coconut milk, coconut syrup and a hint of sea salt.

Sourced from pristine coconut farms of Philippines, the spread has no added sugar, no
cholesterol or added stabilizers. This makes it a great alternative to regular jams and
spreads.

Proof of Purity: Changes in temperature may cause traces of coconut oil to separate from
the spread to form a white layer. This is a perfectly normal phenomenon and does not
affect the taste or quality of the product

21
Coco soul coconut chips chocolate
These chips are made using 100% natural coconuts and are only roasted, not fried.

Sourced from freshly harvested coconuts from pristine farms in Thailand, our chips are
perfectly cut, delicately roasted and expertly seasoned with natural chocolate Flavour for
the right amount of crunch and Flavour.

The chips are high in fiber, contain zero cholesterol and are gluten-free by nature.

Coco Soul Peanut Coconut Butter

Crunchy is rich, smooth vegan butter enhanced with the goodness and taste of coconut

and the delightful crunch of finely crushed peanuts. This delectable indulgence is

unsweetened and made with 100% natural ingredients.

It is made with clean, simple formulation of high quality peanuts (70%) and freshly

harvested coconuts (30%) in a carefully curated ratio to deliver health and taste. The

butter is high in protein, contains no added sugar, hydrogenated oils or stabilizers and that

makes it a great alternative to regular butters and spreads.

Proof of Purity: Changes in temperature may cause a liquid layer of butter to visibly

separate from the butter. This is natural and does not affect the taste or quality of the

product.

Coco Soul Almond Coconut Butter

It‘s Creamy, rich, smooth vegan butter enhanced with the goodness and taste of coconut.

This delectable indulgence is unsweetened and made with 100% natural ingredients.

It is made with clean, simple formulation of high quality almonds (85%) and freshly

harvested coconuts (15%) in a carefully curated ratio to deliver health and taste. The

22
butter is high in protein, contains no added sugar, hydrogenated oils or stabilizers and that

makes it a great alternative to regular butters and spreads.

Proof of Purity: Changes in temperature may cause a liquid layer of butter to visibly

separate from the butter. This is natural and does not affect the taste or quality of the

product.

ADVANTAGES OF BRAND COCOSOUL

1. Helps in weight management

Make Coco Soul your everyday weight management partner. The MCTs in virgin coconut oil get

swiftly metabolized for energy instead of getting deposited as fat in the adipose tissue. No wonder it‘s

suggested as a part of the Keto diet. So if you‘ve got weight management on your mind, this

superfood can be a smart choice.

2. Helps Support Cognition

Coco Soul virgin coconut oil contains 60% MCTs. These MCTs metabolize faster and get

oxidized to ketones. These ketones activate key molecules in the brain to support

cognitive functioning. This has been found beneficial especially in Alzheimer‘s patients.

3. Helps Ease Digestion

MCTs in virgin coconut oil are unique as they have a shorter chain length and unlike long

chain triglycerides (LCTs) they are digested quickly in the body. This may help people

with certain gastrointestinal problems.

4. Boosts Energy

MCTs being smaller molecules get absorbed faster and oxidized quicker, making them an

extremely efficient source of energy. If you are into sports or any physical activity this

could be your go-to-fuel.

23
CHAPTER 3
3.1 FMCG SECTOR DETAILS

INTRODUCTION

Fast-Moving Consumer Goods (FMCG) or Consumer Packaged Goods (CPG) are

products that are sold quickly and at a relatively low cost. Examples include non-durable
goods such as packaged foods, beverages, toiletries, over-the-counter drugs, and other
consumables.

FMCG OVERVIEW

Indian economy is amongst the fastest growing major economies of the world. It has
huge demographic dividend given that it has world‘s second largest population base. This
has been one of the major drivers for consumption growth in the country over the past
many years and is likely to be the one in coming years as well. One of the major
beneficiaries of this consumption growth story is Fast Moving Consumer Goods (FMCG)
sector, which is the fourth largest sector in India. The FMCG sector in India has grown at
a compounded annual growth rate (CAGR) of 9.1% from USD 31.6 bn in 2011 to USD
49 bn in 2016 and is expected to grow at a CAGR of 20.6% to USD 103.7 bn by 2020
(Source: Emami Ltd Annual Report FY18).

24
FMCG CLASSIFICATION

25
COMPETITIVE SCENARIO

1. Colgate vs. Pepsodent (Tooth Paste)

These two toothpaste brands have always been at loggerheads and the situation does not

look like improving in the near future. Where Colgate has the brand value, Pepsodent has

the powerful distribution support of HUL.

2. Amul vs. Kwality walls

Amul has been an established ice cream player since decades in India. However, once

Kwality walls entered the market, it has taken away the market by storm by introducing

many different types of ice cream which the customers loved. Furthermore, because of

the deep pockets of HUL, Kwality walls could market itself much better. This FMCG

rivalry is in its prime and the war can be seen easily in the market. However, it will be

several years more before any of them exits this rivalry as the clear leader.

3. Nestle vs. Kraft foods

Where Nestle has Kitkat, Cadbury has Perk. Similarly, Cadbury has its own version of

Éclairs. Thus, these FMCG rivals are set to be rivals for the coming years. Though, it can

be forecasted that Nestle will remain the challenger and Cadbury the market leader.

4. HUL vs. Marico

Where Hul is known for Knorr, Surf Excel etc., Marico is known for its parachute oil,

Saffola as flagship brand. These FMCG rivals are set to be rivals for coming years.

26
ROLES AND RESPONSILITIES

1) Responsible for controlling prominent shelf space

2) Monitoring customer service levels in close collaboration with category manager

and logistics

3) Demonstrate and provide information on promoted products/services

4) By creating a positive image of the product and lead consumers to buy the

product

5) Distribute product samples to source new sales opportunities

6) Maintaining proper track of product & sales record.

7) Submit daily sales report through the company sales app

8) Arrange merchandise to look tidy and attractive to customers

9) Provide accurate and meaningful data, analysis and insights to Regional

Sales Manager

10) Resolving customer complaints

11) Staying up to date with product or service features

27
CHALLENGES

 Most consumers flinched when they saw the price of our product

Hi-protein meal shakes of ₹ 595 after 50% off

Hi protein meal soup (four serves) of ₹ 375

Super food Moringa green tea of ₹ 220

Super food Quinoa Poha and Upma of ₹ 49

 These were outside of their normal comfort zone. So the challenge was to explain

them the benefits of the products and convincing them to buy it

 Competition in the luxury goods sector is fierce. There was a lot of competition

for Fitify Hi-Protein meal shake like MB Protein, Hk lean shake etc.

 Most of the customers were not aware of Saffola coming up with a new brand

label Fitify and same was with Cocosoul. So it was a challenge making the

consumers aware about the brand

 Achieving everyday target was also a challenge for the premium products

28
EXPERIENCE AND LEARNING
LEARNING

 The customer is always right (even when they aren‘t).

 Ability to stay calm in stressful circumstances

 Working with multiple customers at once while taking care of go-backs and

keeping the store neat. We must also be able to prioritize customers and other

tasks.

 Time management

 Taking constructive criticism well

KEY TAKEAWAYS

 Try to create a good customer experience as it reflects well on you, the brand and

can create customer loyalty. Everyone has a bad day. It's best to leave your

personal problems at the door because the ways you handle your day affect your

co-workers and your customers. It's best to create a positive environment for

everyone.

 Have deep insight of the product

 Demonstrate excellent customer service

 Offer competent advice (how to prepare the product, how to use the product,

product storage, possible side effect)

29
CHAPTER 4

LITERATURE REVIEW

Article 1

To push margins, Marico eyes premium launches

BUSINESS LINE: Abhishek Law Kolkata | Updated on July 01, 2019 Published on July
01, 2019

Home-grown FMCG major Marico is eyeing more launches in the premium food and

personal-care category as it eyes to shore up margins.

The company will look to first introduce the premium offerings online before extending

them to modern trade. There will also be some separation of portfolio between modern

trade,e-commerce and general trade.

Operating margin in FY19 was 17.5 per cent. According to Sanjay Mishra, COO, Marico

Ltd, the company will look to grow across core categories; and also ―through creation of

new ones‖. Investments will focus on ―driving growth‖ rather than just shoring up

turnover.

Market sources said that the company has identified five growth areas that include

premium categories of hair nourishment, male grooming, food, and skin care.

In places where existing brands cannot be stretched, new brands will be created.
In Q4 of FY19, the company broadened its play in the ‗Saffola FITTIFY Gourmet‘ range

by introducing a ‗power breakfast range‘ through traditional Indian dishes

(like upma and poha). It expanded the healthy foods range under the brand Coco Soul

with coconut chips, peanut coconut butter and almond coconut butter.

In the male grooming range, Marico launched the charcoal variant of Set Wet Studio X

variant to include categories like shampoo, body wash, face mask, face wash and face

scrub.

30
―Our future lies in the growth of core categories and creation of new ones. In the core

category there will be volume growth along with premium,‖ he told Business

Line, adding that ―the core portfolio is growing handsomely‖.

According to Mishra, the company focuses on new-age channels that include e-commerce

and modern trade. Sale from these two channels accounts for about 14- 15 per cent of

Marico‘s turnover. In FY19, Marico recorded 28 per cent growth from modern trade.

The company‘s MD and CEO, Saugata Gupta, in a recent analysis call said that urban

general trade (especially in the top six towns) is under stress. Firstly, the growth of
modern trade and e-commerce is slowing it down.

Secondly, post demonetization and GST, the entire wholesale business is shrinking.

In order to grow across the general trade channels, Marico is focusing on chemist,

cosmetic and foods, to carry its new portfolio.

―E-commerce is becoming a significant part of the portfolio now,‖ said Mishra.

Article 2

No fear of failure: Marico again sights health & wellness

The company will roll out a range of food & beverages products including green tea &
coffee, high protein breakfast cereals, soups & protein shakes under Saffola Fitify brand
next quarter. : Economic times: Dec 24, 2018, 06.49 AM IST

Edible oil and personal care products maker Marico NSE 0.97 % will soon return to the
health and wellness food market by launching more than half a dozen items as part of its
wider strategy to expand its portfolio with premium new age products.
The company will roll out a range of food and beverages products including green tea
and coffee, high protein breakfast cereals, soups and protein shakes under Saffola Fitify
brand next quarter, with their distribution entirely focused on modern trade and online
channels, a top official said.

―This gives us an opportunity to try out new products even if we don‘t succeed in every
category,‖ said Saugata Gupta, managing director at Marico. ―These products are no

31
longer niche and the market is at an inflection point. We have internally created a
division which will continue to experiment with such products without any fear of
failure,‖ he said.
This is Marico‘s second attempt to enter the health and wellness food market. Over the
past decade, the maker of Saffola and Parachute brands had entered segments such as
salt, snacks, rice and wheat flour for diabetics, weight and cholesterol management,
which were either completely withdrawn or restricted to few markets.
However, it succeeded in the Rs 400-crore oats segment where Saffola Oats has more
than 30% market share now.
Marico‘s business team for the new range of health and wellness food products, internally
called Engine 2, runs like a new entrepreneurial company to create and incubate new
categories as it targets a 70% increase in revenue to Rs 10,000 crore by 2020, Gupta
said.
Marico‘s latest bet comes at a time when Hindustan Unilever NSE 0.27 % made its most
ambitious foray into the health and wellness space by acquiring GSK Consumer brands
with plans to extend Horlicks into similar nutritional product segments.

Article 3

Saffola tops the list of Product of the Year 2019 winners Awards were given out across
21 categories with Nielsen as the research partner. Campaign India was the digital partner
Campaign India Team Jul 08, 2019

Consumer goods brand Saffola swept the Product Of The Year 2019 Awards with
product variants under the Saffola Fittify range bagging as many as five out of the 21
awards handed out in this edition of the awards. Among brands that picked up two
awards each included, Nestle, Hindware, Liebherr and Coco Soul. The entire list of
winners is given below. Product of the Year is an internationally recognised certification
that celebrates and rewards the best innovations in consumer products and services. The
shortlisted products are put through an independent consumer survey conducted by

32
Nielsen. Products with the highest votes in each category become Product of the Year
winners in their category. The awards ceremony also had a presentation by Tarun Rai,
chairman and group CEO, South Asia, Wunderman Thompson, who spoke about the
present and future of the agency business. Rai said that with the dizzying pace of change,
the belief was that advertising agencies were finding themselves on the backfoot and had
lost their mojo. Adding that, in some cases, agencies are spending more time with
procurement departments than marketing teams, Rai added, "Everyone wanted to steal
our lunch from digital companies, media agencies and content creators to even stand-up
comics." Taking examples from Wunderman Thompson's set of clients, Rai described
how brands had exhibited growth through consistency in communication, reflected
culture, created culture, played the role of entertainers, tugged at hearts with a powerful
storyline or essayed a strong brand purpose. Debating the point that agencies were
accused of being "traditional" or "30-second specialists", Rai showcased digital work
done by his agency that blended technology with creativity. His submission to the
audience of marketers was that even as the world will see a dizzying pace of change,
"what will not change is creativity. Agencies will continue to impact people and their
behaviour with creativity".

Article 4

Marico eyes portfolio expansion in premium super food category

The Hindu
Business Line
Published on February 14, 2019

Home-grown FMCG company Marico Ltd, which entered into the ‗premium superfood‘
category, is planning to ramp up its presence with new launches and by expanding its
distribution channels.

The term ‗superfood‘ refers to nutrient-dense fruit, vegetables or eatables that have a high
content of antioxidants, protein, Omega-3, minerals, fibres or other essential nutrients
with health benefits.

A while ago, Marico launched offerings such as green coffee, moringa green tea, high
protein meal soup and meal replacement milk shake powders, across different flavours,

33
under the ‗Saffola Fittify Gourmet‘ brand. The offerings, which are sold online (on
Amazon and on the company‘s own website), are expected to be taken to offline
distribution channels soon. However, the offline focus will be on premium outlets,
including Godrej Nature‘s Basket, Marico CFO Vivek Karve said.

―The idea is to expand this portfolio (superfood) significantly. And the channels that
would fulfil our needs would be typically e-commerce or high-end food outlets; for
example, Godrej Nature‘s Basket,‖ he told BusinessLine.

The company is open to reach out to third parties for manufacturing and packaging.
However, the key investment, he says, will be through ―in-shop advertising‖.

―In any food category, the margins are lower than in the personal care segment. However,
within the food business, the margins of Saffola Fittify and Coco Soul will be much
higher than the oils business; or even the masala oats portfolio,‖ Karve said.

Nearly 15 per cent of the Saffola portfolio is healthy foods.

Huge scope
According to an Edelweiss Securities report, Fittify is unlikely to compete in the lower
end of the market.

―There is immense opportunity at the higher end, and some start-ups have been working
on such products. Future growth will come from expanding the category through
continuous innovation in product and package and (Marico) is taking definitive steps
towards that,‖ the report said.

The healthy foods franchise posted growth of 23 per cent for Marico in the quarter to
December 31, 2018 (over the same quarter last fiscal). The overall foods portfolio is
expected to touch ₹200 crore by FY-20, it added.

34
CHAPTER 5

5.1 RESEARCH METHODOLOGY

 OBJECTIVES
As per the requirement of the project questionnaires established direct contact with the
respondents for the purpose of my study, where the respondents were the customers in
Tesco, Andheri crystal mall

1. To understand the scope and the growth factor of Saffola Fitify and Cocosoul
products in domestic market
2. Identifying the facts of the behavior of the consumers while buying high priced
Saffola Fitify Hi Protein meal shake as well as the natural or organic virgin
coconut oil
3. To study the comparative analysis between Saffola Fitify and its competitors MB
Protein shake, HK Lean Slim shake etc.
4. To analyze the satisfaction level of the consumers towards 100% organic or
natural multipurpose coconut oil and Fitify breakfast to dinner range
5. To find out the barriers faced by consumers to adopt to organic lifestyle
 SCOPE OF THE STUDY
1. The project helps to understand the consumer behavior for new product launched

2. The analytical scope causes the fulfillment of the objectives set out for the study

3. The functional scope is confined to offering certain meaningful recommendations

to Marico India Limited

4. The study is confined to Tesco Star Bazaar, Andheri

 LIMITATIONS

1. The findings of this study are based on the expressed opinion of the respondents

2. Some of the respondents were hesitant in providing complete information

3. There was not enough time to conduct survey of more than 100 consumer

35
 SOURCE OF DATA COLLECTION:

The study in hand is primary in

nature, which seeks out to identify

PRIMARY RESEARCH the buying behavior of consumer

towards high end gourmet

products and organic or natural

products.

With the view of assimilating the

information first hand

questionnaire was designed end to

end keeping in mind the objective.

Data was readily available from

SECONDARY RESEARCH other sources such as the

company‘s official website,

Business journals and the internet

where wide knowledge about

different areas is easily available

36
A. NATURE OF RESEACH Descriptive in nature

B. DATA COLLECTION Survey

METHOD

C. DATA COLLECTION TYPE Quantitative data

D. DATA COLLECTION TOOL Structured Questionnaire

and interview

E. POPULATION UNDER Customers from age

STUDY ranging 20 and above
Target audience were the
customers in Tesco,
Andheri Crystal mall

F. SAMPLE SIZE 100

G. METHOD OF SAMPLING Convenience sampling

H. TOOLS OF DATA ANALYSIS Excel and Pie chart

37
 CHAPTER 6 ANALYSIS & FINDINGS

(1) GENDER

NO OF RESPONDENTS
FEMALE MALE OTHERS 0%

36%

64%

 Total Male: 64

 Total Female: 36

 High response from male side due to following reason:-

 Mainly because there are more male members taking protein shake

 Women in comparison to men, have less confidence in their ability to overcome

their exercise related barriers

 Women cite lack of time to exercise due to child-rearing

38
(2) AGE

NO OF RESPONDENTS
0%
20-30
8%
10% 30-40

40-50

23% 59% 50-60

60 AND
ABOVE

 People within the age group of 20 to 30 years are the best age group to target as

people tend to make their own opinion as they are the once probably not married

and can give quality time to themselves keeping health as their first priority

 People within the age group of 30 to 40 are the once who care about resolving

certain issues like diabetes and regulating blood pressure

39
(3) WHAT IS THE PRIMARY BENEFIT THAT YOU HAVE
RECEIVED FROM THIS PRODUCT?

NO OF RESPONDENTS Weight Management

5% Regulate Metabolism
5%

10% Regulate Blood

Sugar
Regulate Blood
Pressure

80%

 As our product is a meal replacement, customers didn‘t feel hungry for 2-3 hours.

So the most effective benefit customers could get was management of their

weight

40
 (4) WHICH PRODUCT WOULD YOU USE AS AN
ALTERNATIVE?

NO OF RESPONDENTS
MB Protein shake HK Lean slim shake Nupo diet shake

8%

32%
60%

INTERPRETATION

From the above interpretation customers prefer buying MB Protein shake as it‘s a muscle

gainer and most of the customers mainly men who prefer body building go for MB

Protein shake instead of Saffola Fitify shake which consist of only plant based proteins

and edible oil which

Customers don‘t prefer as its trans-fat.

41
(5) HAVE YOU RECOMMENDED OUR PRODUCTS TO
ANYONE?

NO OF RESPONDENTS

30%
YES NO

70%

INTERPRETATION

 Customers didn‘t want to recommend our products due to following reasons:

o Highly over priced

o Poor quality shaker

o Poor in taste

o Increased their health problem

42
(6) WHAT PROBLEM WERE YOU TRYING TO SOLVE, WHEN
YOU INITIALLY CAME ACROSS OUR PRODUCT?

NO OF RESPONDENTS
Weight Management

Blood pressure
15% problem
Diabetes
10%
Regulate Metabolism
5%
70%

INTERPRETATION

From the above interpretation customers initially wanted to solve the problem of

weight mismanagement much more than blood pressure problem. As our product

was a meal replacement, customers bought the product.

43
 (7) WHATS HOLDING YOU BACK FROM USING OUR
PRODUCT?

NO OF RESPONDENTS
HIGH PRICE

NEWLY INTRODUCED
35% PRODUCT

LOYAL TO OTHER
PRODUCT

60%

5%

According to above interpretation customers didn‘t mind buying this product but
most consumers flinched when they saw the price of our product
-Hi-protein meal shakes of ₹ 595 after 50% off
-Hi protein meal soup (four serves) of ₹ 375
-Super food Moringa green tea of ₹ 220
- Super food Quinoa Poha and Upma of ₹ 49
These were outside of their normal comfort zone.
Some of them were even loyal to other products like MB protein, HK Lean Slim shake
etc.

44
(8) DOES THE HI PROTEIN MEAL SHAKE MAKE YOU FEEL
HUNGRY IN LESS THAN 2 HOURS?

NO OF RESPONDENTS
YES NO

30%

70%

INTERPRETATION

 30% respondents said that it made them feel hungry in less than 2 hours making

them consume more calorie than expected while purchasing this product. They

didn‘t consider this product as a meal replacement for them.

 Whereas 70% said they were less hungry and consumed very less calorie

making them get the primary benefit of weight management

45
(9) ARE YOU OKAY WITH BUYING OUR PRODUCT WITHOUT
SAMPLING?

NO OF RESPONDENTS
YES NO

30%

70%

INTERPRETATION

 Free samples generate a lot of sales. Most of the customers didn‘t buy our highly

Priced product without getting a sample to taste it.

 They either preferred buying green tea or green coffee because there was Moringa

leaves in it which attracted the customers even more.

46
(10) HOW DO YOU FIND THE TASTE OF OUR PRODUCT

NO OF RESPONDENTS
10% VERY GOOD
GOOD
20%
BAD
VERY BAD
30%

40%

INTERPRETATION
 Customers found the taste of our Hi protein meal shake very refreshing especially

Alphonso, French Vanilla and Royal Kesar but at the same time they hated the

taste of our high protein meal soup and Cocosoul coconut spreads

47
(11) WHICH FLAVOUR OF HI PROTEIN SHAKE YOU
LIKED

NO OF RESPONDENTS ALPHONSO

10% FRENCH VANILLA

20%
COOKIES AND
20% CREAM
SWISS CHOCOLATE
20%
10%

10% 10%

 Consumers liked the Flavour of Alphonso, French vanilla, Pistachio Almond but

at the same time they didn‘t like cookies cream because of no sugar content,

Swiss chocolate, coffee caramel.

 10% remaining didn‘t the taste of the any Flavour

48
(12) WHICH FLAVOUR OF COCOSOUL SPREAD YOU
LIKED?

NO OF RESPONDENTS
ORIGINAL
CACAO
20% SEA SALT
30%
NONE

30%
20%

INTERPRETATION

 Consumers didn‘t like Cocosoul spread as much as they preferred buying Nutella

and Fabsta spread

 Consumers who purchased preferred taking Cacao spread than sea salt & the

original Flavour

49
(13) HOW DID YOU FIND THE TASTE OF OUR PRODUCT
AFTER TASTING THE SAMPLE?

NO OF RESPONDENTS VERY GOOD

GOOD
20% 15%
BAD

VERY BAD

30% 35%

INTERPRETATION

 40% of the customers liked the taste of the products especially Saffola Fitify

shakes and 30% didn‘t like Saffola Fitify hi protein meal soup and even the green

coffee

50
CHAPTER 7
CONCLUSIONS

 Price range can be reduced to compete with other competitors

 Providing samples of all products can help generate more sales

 Increase of small packs of shakes to encourage customers to buy the product next

time as well

 150 ml shakers can be made of even more good quality

 Increase of advertising can help create brand presence as customers weren‘t aware

about Marico coming up with these two new products which were Saffola Fitify

and Cocosoul

 More scheme and discounts can help increase the market visibility of Cocosoul

products

 To engage people by having more social media interaction by having activity with

famous fitness bloggers or renowned YouTube chefs

51
 BIBLIOGRAPHY

https://marico.com › india › brands

https://en.wikipedia.org › wiki › Marico

https://www.moneycontrol.com › ... › Share/Stock Price › Personal Care

https://economictimes.indiatimes.com › Industry › Cons. Products › FMCG

marico.com › investorspdf › Marico_Investor_Presentation_-_Feb16

https://www.academia.edu › Company_Analysis_of_Marico_limited

https://www.scribd.com › doc › Abhishek-Marico-Project

52
 ANNEXURES
QUESTIONNAIRE

AGE: ______
HEIGHT: ______
REGULAR FORM OF EXERCISE: ______________
1) What is the primary benefit that you have received from this product?

o Weight Management

o Regulate Metabolism

o Regulate Blood Sugar

o Regulate Blood Pressure

2) How would you feel if you could no longer use our product and why?
______________________________________________________
______________________________________________________

3) What would you likely use as an alternative to our product High protein meal
shake, if it were no longer available?
*Tick mark accordingly*

o MB Protein shake

o HK Lean Slim shake

o Nupo diet shake

4) Have you recommended our products to anyone? If so, how did you describe
it?

o Yes : ___________________________________________________
___________________________________________________
o No

53
5) How could we improve our product or company name to better meet your
needs?
_______________________________________________________________
__
_______________________________________________________________
__

6) What problem were you trying to solve when you initially came across our
product or
Service?

o Weight Management
o Blood pressure problem
o Diabetes
o Regulate Metabolism

7) What‘s holding you back from using our product?

o High price
o Newly introduced product
o Loyal to other product

8) Does the Hi protein meal shake make you hungry in less than 2 hours?

o YES

o NO

9) Are you okay with purchasing our product without sampling?

o YES NO

10) How do you find the taste of our product?

o Very good

o Good

o Bad

o Very bad

54
*Tick mark accordingly*

11) Saffola Fitify Slim meal shakes: 13) Saffola Fitify soups:
Which Flavour do you prefer: Which Flavour do you prefer?
Alphonso Spanish Tomato

Royal kesar Mix Italian veg

French vanilla Mexican sweet corn

Coffee Caramel
14) Saffola upma/poha:
Which Flavour do you prefer?
Swiss Chocolate
Quinoa

Pistachio Almond Millet

Cookie and cream

12) Cocosoul spread 15) Cocosoul chips

Which Flavour do you prefer? Which Flavour do you prefer?

Original Original

Cacao Cacao

Sea salt Sea salt

55