By,

Harsha Vardhana P
INTRODUCTION…
 Marico is an Indian consumer goods company
providing consumer products and services in the
areas of Health and Beauty based in Mumbai.

 Marico Limited is one of India's leading consumer

products companies operating in the beauty and
wellness space.

 Marico Limited, together with its various

consumer goods and services is present in India,
the middle east Asian countries, Egypt, and the
United States.
 Vision & Mission
 Consumers: For they are the reason we exist
 Membership: For a sense of ownership empowers us.
 Excellence: For it unleashes our potential
 Wealth: For on it depends our growth
 Innovation: For it gives wings to our ideas

Mission 2020
 The Marico Innovation Foundation’s mission is to provide the
nation with :
 a belief that Innovation is possible and is the way to get
India into the center stage of global business leadership,
 second: a framework to leverage innovation for quantum
growth.
 Portfolio : Beauty & Wellness
 Hair Care
 Hair Oils : Pre/Post Wash
 Hair Colour

 Healthcare
 Healthy refined edible oils
 Functional Foods

 Male grooming/ styling

 Deodorants
 Hair Creams/Gels/Wax

 Skincare
 Body Lotion
 Cosmetics
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Market Share
Market Leadership: Key to Category Choice
Penet
Indicative Market
Brand Category Rank r
Share (%) #
ation
Level
Parachute/ Coconut Oil (India) ~ 56% 1 High
Nihar Parachute Coconut Oil (Bangladesh) ~ 82% 1
High
Super Premium Refined Edible
Saffola ~ 57% 1 Low
Oils

Saffola Oats ~ 13% 2 Low

Parachute Jasmine, Nihar Shanti

Hair Oils ~ 28% 1 High
Amla, Hair & Care, Nihar Naturals

X-Men Male Shampoo (Vietnam) ~ 41% 1 Low

Fiancée / Hair Code Hair Styling (Egypt) ~ 51% 1 Medium

Set Wet / Parachute Advansed Hair Gels & Creams (India) ~ 44% 1 Low

Livon / Silk & Shine Post Wash Conditioner ~81% 1 Low

Set Wet / Zatak Deodorants 5% 5 Low

# Dec’13 rolling 12 month market share data sourced from AC Nielsen/Company Estimates 4
 Coconut Oil
The only Company with a national presence in INR 28 bn (~USD 518 mio) branded CNO market

Volume Market Share

Parachut 45% Market Size
e Nihar 12
Oil of % Branded ~ INR 28 bn (~USD 518 mio)
Malabar 2% Unbranded/Loose~ INR 8 bn(~USD 145
Total 59% mio)
30-35% market (by volume)
estimated to be in
unbranded/loose form

Headroom for growth

 Conversion from loose to branded
 Market share gain in rural

This increases the growth volume by: 7-8%

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 Competitors

Dabur Emami Bajaj corp ltd

The Marketing Mix
 Promotion…
 It advertises through Television, Posters , Bill
boards and Digital media.

 The brand has been endorsed by celebrities like

Deepika Padukone, Diya Mirza, Yuvraj,
Sreesanth.
 Advertising is more before Holi & during winters.
Popular & effective campaigns like ‘1 hour champi kiya’
it help remind people about the benefits of oiling
before hairwash.
 Conclusion

 Company Marico has strong and long term

association with the retailer's in rural area's .

 Parachute is the most satisfied Brand/product,

followed by Saffola, Silk & Shine, Hair & Care,
and Sweekar Edible Oil.