Chapt er 01

Introductory

Key words
Objectives Methodology Limitations

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Mission & Vision

Objectives
Main object of this term paper is to know about the SWOT Analysis & macro environment of MARICO BANGLADESH LIMITED. To know about the macro environment of an organization. To credit the future development in this sector. Efficient utilization of Capital, Machines, Material and Human Resources according to the business market environment. Continuous Improvement of customer satisfactions and resource management by changing the strategies. 50

Methodology
We used out gathered information from various sources to make the whole report. We used online facilities and also collected data from the company. We use Microsoft PowerPoint for our presentation making purpose and Microsoft Word for report making.

a) Nature of the study: Exploratory the micro environment. b) Sources of information: Only secondary information sources were used to complete this study. c) Presentation of information: Collected information and findings of the surveys are presented in text form.

d) Preparation and submission of report: This report is prepared and submitted to the respective course instructor .

Limitations
This report is not out of some limitations. Throughout the report we have faced a lot of problems. Some of this are Limitations regarding appropriate locations No such specific cost information Lack of information on recent wind speed. No definite government rules regarding about company Act etc.

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Companys Mission

Tomorrows Beauty today We want to expand the company into trustful and beauty generation by providing quality product to the customer without any harmful effect.

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Companys Vision

This company wants to provide high quality unique product to the vast majority of rural & urban people of Bangladesh to build up a faithful and beauty nation.

Companys Goals

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CONSUMER CENTRIC Keeping consumer as the focus and a partner in creating and delivering solutions. OPPORTUNITY-SEEKING Identifying early opportunity signals in the environment to generate growth options. BIAS FOR ACTION Preference for quick thoughtful action as opposed to delayed action through analysis. EXCELLENCE Continuous improvement of performance standards and capability building for sustained longterm success. BOUNDARYLESSNESS Seeking support & influencing others beyond the function & organization to achieve a better outcome/decision, without diluting ones accountability. INNOVATION Experimentation and calculate risk-taking to increase success probability of radical/pioneering ideas to get quantum results. GLOBAL OUTLOOK Sensitivity and adaptability to cultural diversity and learning from different cultures.

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Chapter 02

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Business Introduction

Key words
Company profile History Target Business units

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COMPANY PROFILE
arico is a leading Indian Group in Consumer Products & Services in the Global Beauty and Wellness space. Marico Bangladesh Limited (MBL) holds a leadership position in the FMCG space. MBL is the subsidiary of Marico Limited, India (Marico). MBLs Products in Pure Coconut oil, Hair care and Skin Care reach out to more than 450,000 outlets in Bangladesh. MBL generated a turnover of about Tk. 2650 Million (about USD 38.4 Million) during 2007-08. MBL markets well-known brands such as Parachute, Aromatic, Camelia, Hair Code and Beliphool to name a few, most of which enjoy leadership positions (No. 1 in coconut oil segment), with significant market shares in respective categories.

MBL is a branded player in Beauty and Wellness solutions. The company's key management strategies are built around differentiation and a way of thinking called 'Uncommon Sense'. These form the strongest pillars of growth in all walks of MBL's business - be it a Line or a staff function. Ranked 6th most trusted brand out 849 brands across the category by Bangladesh Brand Forum in 2008, Parachute holds 73% market share in coconut oil category. One in every three Bangladeshi is a MBL consumer, while over 9.25 Million consumer packs from Marico reach to consumers every month.

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HISTORY

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The Company was originally a join venture between a Lever group company and Nissin of Japan, and its products were distributed through HLL's channels.

In 1988 The Company was incorporated on 13th October, under the name of Marico Foods Ltd. It obtained the Certificate of commencement of business on 22nd November.

In 1989 The name of the Company was changed to Marico Industries Limited w.e.f. 31st October. 50

In December, the Company entered into an agreement with M/s. Rasoi Industries Limited for purchase of its unit located at M.I.D.C Industrial Estate, Jalgaon.

Saffola won the Most Outstanding `Brand of the Year' Award instituted by the Advertising Club of Mumbai in 1993.

In March 1996, the Company made a fresh issue of 10,00,000 equity shares of Rs.10/- each, at a premium of Rs.165/- per share, simultaneously with an offer for sale by the promoters of 26,25,000 equity shares of Rs.10/- each, at a premium of Rs.165/- per share.

Marico acquires HLL`s Nihar for Rs 216 cr in 2006.

In 2002 Marico Industries Ltd has informed BSE that the Board approved the Issue of bonus redeemable preference shares of aggregate face value of Rs 290 million. Ratio - 1:1 on equity enhanced after bonus issue of equity shares made by the Board on April 18, 2002 and approved by shareholders on July 18, 2002. The rate of dividend is 8% p.a.Increase in authorised share capital of the Company from Rs 300 million to Rs 600 million.

In 2007 Marico Ltd has appointed Mr. Anand Kripalu as an Additional Non- Executive Director on the Board of Directors of the Company.

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TARGET

The Fast Moving Consumer Goods (FMCG) sector comprises goods of daily use like soaps and detergents, personal care products, food & beverages, oils and dairy products.

The FMCG market can be divided into two segments Urban - The urban segment is characterized by high penetration levels and high spending propensity of the urban resident. 50 Rural - The rural economy is largely agrarian directly or indirectly dependent on agriculture as a means of livelihood with relatively lower levels of penetration and a large unorganized sector.

STRATEGIC BUSINESS UNIT

Maricos Strategic Business Unit is given on the below:

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Chapter 03
Offerings

Key words
Consumer Products Business International Business Group

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Kaya BCG Matrix

Consumer Products Business

Over the past 17 years, Marico has been continually improvising and building new brands. Marico's Consumer Products Business houses wellknown brands such as Parachute, Saffola, Sweekar, Hair & Care, Nihar, Shanti, Mediker, Revive, Manjal, among others, which occupy leadership positions with significant market shares in most categories- Coconut Oil, Hair Oils, Post wash hair care, Anti-lice Treatment, Premium Refined Edible Oils, niche Fabric Care etc. Every month, over 70 Million consumer packs from Marico reach approximately 130 Million consumers in about 23 Million households, through a widespread distribution network of more than 2.5 Million outlets in India and overseas. 50 International Business Group Marico of

he

operates in more than 20 countries spread across Asia, Middle East and Africa and has manufacturing facilities in Egypt, South Africa & Bangladesh. The International Business group has witnessed phenomenal growth over the years and contributes to 25% of Maricos turnover. The company has fully fledged operations in Egypt, South Africa, Middle East and Bangladesh. In addition, the International Business group is actively involved in creating opportunities for future growth and has enabled our brands to be present in many other markets across the globe.

Kaya
Kaya Ltd (erstwhile Kaya Skin Care Ltd.) was an entrepreneurial leap of faith marking Marico's entry into skin care solutions business. It was a true reflection of uncommon sense for a company in hair care products to move, instead of merely logical product extensions, straight into skin care services. It attempted to leverage Marico's strengths in the Personal Care business and in-depth understanding of the needs of the Indian consumer and her/his desire to enhance her/his natural beauty with the best cosmetic dermatology procedures available internationally. Kaya Ltd. has been focused on meeting the emerging needs of the modern day consumers by providing useful and effective services in the beauty and wellness space. The pioneering effort has been in the area of skin care with Kaya Skin Clinic. 50

Kaya Ltd (erstwhile Kaya Skin Care Ltd.) was an entrepreneurial leap of faith marking Marico's entry into skin care solutions business. It was a true reflection of uncommon sense for a company in hair care products to move, instead of merely logical product extensions, straight into skin care services. It attempted to leverage Marico's strengths in the Personal Care business and in-depth understanding of the needs of the Indian consumer and her/his desire to enhance her/his natural beauty with the best cosmetic dermatology procedures available internationally. Kaya Ltd. has been focused on meeting the emerging needs of the modern day consumers by providing useful and effective services in the beauty and wellness space. The pioneering effort has been in the area of skin care with Kaya Skin Clinic. Over the last 7 years Kaya Skin Clinic has refined the standards and professionalisms of the skin care industry through innovative, world class treatments and services that have been tailor made to suit Indian skin. 50 Kaya Skin Clinic The philosophy at Kaya is governed by the single value of placing the customer first at all times. The emphasis, therefore, is to offer personalized, world-class skincare treatments and services, most suited for Indian skin, in a zen like, state-of-the-art clinic. Since its first prototype in Bandra in 2002, Kaya Skin Clinics has grown at an unprecedented pace, with over 100 clinics in India, Middle East and Bangladesh. Kaya Services

Kaya has a host of services that will help you attain, regain, preserve and protect the intrinsic beauty of your skin. All this is offered in serene, zen like ambience, under the reassuring care of dermatologists and experienced skin practitioners, to aid you to easily look your best, always. Skin Beauty Services Skin polishing and brightening Kaya Glow Kaya Back shine Meso Glow Skin Lightening Peel Kaya Advanced Facial Kaya Express Glow 50

BCG Matrix
THE BOSTON CONSULTING GROUPS GROWTH-SHARE MATRIX (BCG)

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BCG Approach:

BCG Matrix i.e. Growth-Share Matrix, Boston Box, Boston Matrix, Boston Consulting Group analysis. Created by Bruce Henderson for the Boston Consulting Group in 1970 to help corporations with analyzing their business units or product lines. This helps the company allocate resources and is used as an analytical tool in brand marketing, product management, strategic management, and portfolio analysis. 50

STAR It is represented by a SBU or a product having high relative market share and high market growth rate. It needs capital over and above its cash flow to maintain its market share. However in may be self sustained in terms of cash flow when it is established and beginning to mature ultimately it

becomes cash cow, on maturity, because it cannot absorb further cash. It cannot absorb further cash; it provides cash for growing stars. It suggested Expansion Strategy for STAR E.G. KAYA SKIN CARE AND PERACHUTS COCONUT OIL IN MARICO. These product is in STAR but there cash flow will be less it will be become cash cow because there useful all over the world.

QUESTION MARK It represented by a SBU /Product having low relative market share and high market growth rate I.E low market share in a growing market. It requires large cash due to market growth, but generates less cash due to low market share. It requires additional investment to increase its competitive advantage or divestment. E.G., SAFFOLA (FUNCTIONAL OIL). Marico gives more advertisement for this product because it is not 50 popular in the market. So the company has given more cash to this product.

CASH COW It represent by a SBU/Product having high relative market share and low market growth rate. It generates substantial cash over and above its investment requirement. It may be a SBU/Product in maturity life cycle stage. It is not attractive in long ran due to less market growth rate to meet the investment need of stars on question marks, over heads and growth strategy is suggested. E.G SAFFOLA (EDIBLE OIL), SILK N SHINE. These product market share is high but there market growth rate is low because there competitor is so much in market. In the market SAFFOLA OIL competitor is so much like as TEER, RUPCHADA etc.

DOG It represents a SBU/Product having low relative market share and low market growth rate. It has very low competitive position due to high costs, poor quality; poor marketing etc. It also has low growth potential due to low market growth rate. It does not generate enough cash even for its own continuity. So Retrenchment Strategy usually by divestment or liquidation is suggested. It may be in the declining stage of its life cycle. Government policy may retain a dog artificially. E.G., Hair Code Herbal Hair Dye. Very few people know about the product and their marketing is less than other products of company. This product competitor is TIBET etc.

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Chapter 04
Business Environment

Key words
Microenvironment Macro environment Analysis

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ELEMENTS OF MICRO ENVIRONMENT

Customers: A company never carries on without customers. Any company may have different categories of customers like individuals, households, industries, and other commercial establishments and government and other institutions. Marico Company never depending on a single customer due to it is often too risky. Thats why this company is decided the target customers that divided into several segments by providing different types of necessary products. Now this company hopes will capture target customers fully. Publics: Although it is wrong to think that all publics are threats to business. But it is true to think that a business is continuing to consider all publics .Dutch Bangla Bank, HSBC Bank, Prime Bank, Prime Finance & Investment Ltd, Rupali Insurance Ltd, are the financial public of this company. The condition of corporate level employees, SBU level employees, production worker and other workers so much good of this company .The condition of the consumers of this company is also good. Marketing Intermediaries: Marketing intermediaries are vital links between the company and the final consumers. And it is also the source of collecting information about product sell, product development, distribution, design etc. Marico Company is carrying on its promoting, selling and distributing by 5 agencies. The names of these agencies are Ali & Aqbor agency, Trades and Sales agency, MB BANGLADESH TR AGENCY, RAHUL & BICROM AGENCY, and G&J BROCAR HOUSE. Competitors: Present market is changing day by day. For that it is hard to survive as a profitable product in this market. Competitors of the Marico Company include not only the other firms which market the same or similar products but also all those who compete for the discretionary income of the customers. Names of the major competitors of the Marico Company are given on the below shortly:

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100%

SANDUN LITE SCRUB 50

80%

OLAZ WHITE LOTION

60% 40% 20% 0%

UNILIVER FADE OUT SUN CREAM MARICO

Supplies:

An important force in the micro environment of Marico company is the suppliers i.e. those who supply the inputs raw materials and components to the company. At present Marico Company is developing product quality by using high quality materials. Thats why this company is importing 75% raw materials from abroad and 25% raw materials from the country. The foreign suppliers of this company are TR INTERNATIONAL CAMICAL LTD, INDIA; SINGAPUR CPM LTD, SINGAPUR; JWT COMPANY LTD, THAILAND; JOANG KING CAMICAL COMPANY LTD, JAPAN and the country suppliers of this company are DUL CAMICAL LTD, KARIM BRADARS, ID CAMICAL LTD, RAHAMAN Z COMPANY LTD, and FARID INTERNATIONAL LTD.

ELEMENTS OF MACRO ENVIRONMENT

Political and Government Environment: GEB Company is approved by Government science 15 April 2008. The product of this company is also approved by BSTI. Sometimes company hampered at the importing period only for political reasons. Socio-Cultural Environment: GEB Company is carrying on its business to consider socio-culture of this country. Already, this company is done some social cultural activity such as, this company is sponsored on different traditional activities, establish some status in the different place in the Dhaka City. Natural Environment: This lotion is made with modern technology thats why it is matches with weather and climate condition of this country. Port facilities of this country are not better position for rough weather condition. Besides, this company is importing all high quality raw materials of the product. Due to this country has not any natural resource of the high quality raw materials of this product. Demographic Environment:

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The main demographic force that marketers monitor is population, because people make up markets. Marketers are keenly interested in the size and growth rate of population in cities, regions; and nations; age distribution and ethnic mix; educational levels; household patterns; and regional characteristics and movements. International Environment: International environment is particularly important for industries or business these are directly depending on import or export. It also affect on the price of the product. Due to this company is importing maximum raw materials of the product that reason sometimes increasing international price, the company hampered to earn specific profit. Economic Environment: In economic environment this company (Marico) considers its investment and maintenance cost in Bangladesh. The economic condition of increasing inflation rate must be hampered for any economy. 50 Bangladesh is not good due to high inflation rate. Low inflation is better than zero or negative inflation in the economy. But its true that high or

ANALYSIS OF DEMOGRAPHIC ENVIRONMENT

Demographic trends are highly reliable for the short and intermediate run. There is little excuse for a company being suddenly surprised by demographic development. Population Growth he world population is showing explosive growth. It totaled 6.1 billion in 2000 and will exceed 7.9 billion by the year 2025. Here is an interesting-picture. If the world were a village of 1,000 people, it would consist of 520 women and 480 men, 330 children, and 60 people over age 65, 10 college graduates and 335 illiterate adults. The village would contain 52 North Americans, 55 Russians, 84 Latin Americans, 95 East and West Europeans, 124 Africans, and 584 Asians. Communication would be difficult

because 165 people would speak Mandarin, 86 English, 83 Hindi/Urdu, 64 Spanish, 58 Russian and 37 Arabic, and the rest would speak one of over 200 other languages. There would be 329 Christians, 178 Moslems, 132 Hindus, 62 Buddhists, 3 Jews, 167nonreligious, 45 atheists, and 86 others. The population explosion has been a source of major concern. Unchecked population growth and consumption could eventually result in insufficient food supply, depletion of key mineral, overcrowding, pollution, and an overall deterioration in the quality of life. Moreover, population growth is highest in countries and communities that can least afford it. The less developed regions of the world currently account for 76% of the world population and are growing at 2% per year, whereas the population in the more developed countries is growing at only 0.6 % per year. In developing country (Bangladesh), the death rate has been falling as a result of modern medicine, but the birth rate has remained fairly stable. Feeding, clothing, and educating children, while also providing a rising of living, is nearly impossible in these countries. Explosive population growth has major implications for business. A growing population does not mean growing markets unless these markets have sufficient purchasing power. Nonetheless, companies that carefully analyze their markets can find major opportunities. Population Age Mix National Population varies in their age mix. At one extreme is Bangladesh, a country with a moderate young population and high population growth. But the income level of this country is not increasing highly. For that reason, although there is more possibility of high growth rate of customer but there has confusion about the minimum rate of loyal consumer for the Marico Company. There is a global trend toward an aging population. According to a survey in The Economist, more people will grow old in this century than ever before. In 2004 or 2005, the population of people aged 60 or over will surpass the proportion of under fives. There are unlikely to be more toddlers than seniors. The graying of the population is affected by another trend, the widespread fall in fertility rates. A population can be subdivided into six age groups: 1. Preschool 2. School-age Children. 3. Teens. 4. Young adults age 25 to 40. 50

5. Middle-age 40 to 65. 6. The older-adults age 65 and up. For marketers, the most populous age groups shape the marketing environment. In the Bangladesh, 68 million people born between 1982 and 1992 are one of the most powerful forces shaping the marketplace. Baby boomers are fixated on their youths, not their age. The 40-plus age group will be 60% bigger than the 18to 39 group by 2010, and it now controls three-quarters of the country wealth. As they search for the fountain of youth, sales of hair replacement and coloring aids, health club memberships, home gym equipment, skin tightening creams, nutritional supplements, and organic foods have all soared. Both baby boomers and Generation-Xers will be passing the torch to the latest demographic group Generation Y or the echo boomers.

Positive Effects: More potential buyers More demand More expandable market opportunity More consuming Negative Effects:
Entering local marketers Low price distribution Increasing competitors Switching demand at variety of products in similar level 50

Maricos strategy: In that situation this company makes differentiation strategy to medicate this problem. And also to sustain at the profit
level. Company makes such product/services is differentiating from their competitors, which are not offered by competitors. Company see the which customers are ready & willing to pay premium price which can compensate additional cost of differentiation. By enhancing the quality i.e. offering stronger, bigger, better, vastly, improved products. By enhancing versatility, safety, utility and convenience for customers to match their tastes and preferences. By changing size, weight, materials. Accessories of products i.e. from of products. By style improvement by increasing aesthetic appeal, by symbols, by media, by atmosphere, by new packaging etc. 50 By improving the quality of inputs i.e. raw materials. By better durability, reliability, design, process of manufacturing, modern, technology, collaboration with valued partner, unique location etc. By lower operational cost of using the products/services. By offering complete range of products /services etc. By coverage, expertise and performance of channels. Company make product for Skin is KAYA Skin Care these is so much differentiation to other. Company make for night crme is PARACHUTE NIGHT REPAIR CREME.

ANALYSIS OF ECONOMIC ENVIRONMENT

n economic environment this company (Marico) considers its investment and maintenance cost in Bangladesh. The economic condition of Bangladesh is not good due to high inflation rate. Low inflation is better than zero or negative inflation in the economy. But its true that high or increasing inflation rate must be hampered for any economy. Thats impact already affected this countrys economy (Bangladesh). For that reason the debt cost is also high in this country for both short-term loan as well as long-term loan. Financial institutions and banks (both privates as well as publics) are providing corporate loan with high interest rate. Besides, sometimes loan is totally out of reach, although a businessman agrees to pay high interest rate than regular market rate due to liquidity problems. From 2005 to still now, financial market of Bangladesh is continuously moving with high debt risk. The major business of most NBFIs in Bangladesh is leasing, though some are also diversifying into other lines of business like term lending, housing finance, merchant banking, equity financing, venture capital financing etc. Lease financing, term lending and housing finance constituted 94percent of the total financing activities of all NBFIs up to June 2006. A break-up of their financing activities reveals that the share of leasing and housing finance in the total investment portfolio of NBFIs has gradually decreased from 59 and 15 percent, respectively, in 2002 to 46 and 14 percent in June 2006. The share of term loans, on the other hand, has increased from 20 percent to 34 percent during the same period implying increased focus on the former. The evolvement of NBFI business activity is observed in. In Bangladesh the per capital income is low. That means it is clear, what is the situation of the economy at present in Bangladesh? A survey report published about Debt risk on economic market in Bangladesh on 14 th September, 2011 by Foreign Trade Union (FTU). In where given if an entrepreneur invests Tk. 100.00(50% debt and 50% equity) then 20%or Tk. 20.00 will be the business risk. If the rate of retained earnings is not increasing minimum 5% on debt amount then investments have to go to liquidation.

Positive Effects:

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 Entering foreign financial company Competitors will be reduced due to high debt risk Competition will be reduced Getting the opportunity of skilled employees with low compensation

Negative Effects:
50 Debt risk will be high Business risk is also high Increasing the rate of unemployment Low product quality Demand will be reduced

Maricos strategy: In that situation this company makes Cost Leadership strategy based on strategic decisions as well as tactical decisions to
medicate this problem. And also to sustain at the profit level. In company attains there competitive advantages & Increased their market share by

offering products and services. Company offering product and services having the same utility, utility features as competitors products and services. Company substitute products and services; but the price lowers than their competitors. Because of its core competence in engineering, design, manufacturing, distribution etc. When there is price elasticity of demand i.e. positive co-relation between price reduction and demand.

In strategic decision: Marico company has been reduced their long-term basis loan. In tactical decision: Marico Company has been taken short-term basis loan.

Cost leadership is achieved by Marico Company Early entry in business. Accurate demand forecasting. High capacity utilization. High level of standardization of products and uniform services packages. Aiming at average customer by giving generalized set of utilities & thereby attracting more customers. Conditions for Cost Leadership Being Successful Are As Price based competition is so severe that cost becomes an important factor. 50

 Buyers are price sensitive and low price attracts more buyers. Buyers are many and have bargaining power for price reduction There are very few ways of differentiation and it is not important to customers.

Advantages of Cost Leadership Are as Following: In company it protection against competition if a company make lower structure of products. There is less effect because powerful suppliers bargain for high price so that such price rise to better absorbed in low cost structure. It serves as entry barrier to new company which cannot produce at lower price. Company has so many products so that company uses this strategy for their product market share increase in market. If company not use these strategy for their product company not sell their product in market because companys so many competitors. So many products growth is so much as compare to their anther products. 50

ANALYSIS OF INTERNATIONAL ENVIRONMENT

nternational environment is particularly important for industries or business these are directly depending on import or export. It also affect on the price of the product. Due to this company is importing maximum raw materials of the product that reason sometimes increasing international price, the company hampered to earn specific profit. At present situation, the tariff rate is the main considering matter for importing goods. Because most raw materials arent available in this country.

Only 18 items of industrial goods have got the opportunity to enter international with free of cost. That is lower rate compared to other foreign countries. Besides, the foreign country price is much different than domestic country price. Sometimes, faced problems for unfair practices of other foreign companies in the international market. For that reason, sometimes need to be reducing the product cost to grasp the market. In international market, competition is very high due to globalization. Anyway, tax and tariff rates create barriers to enter goods, most of times. Thats why a company needs to manufacture the particular goods that foreign country, where this company wants to export its goods. Recently, just considering the international market most companies of Bangladesh have been going to Foreign Direct Investment (FDI). Because these companies want to reduce their production cost as well as lower selling prices.

Positive Effects: More international standardized product Lower product price Increasing national reserve Opportunity of broad market Opportunity of increasing market share Increasing potential buyer Possibility of increasing revenue Negative Effects:
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Increasing international barriers Increasing tariff rates Fluctuation of international inflation rate

Maricos strategy: In that situation, firstly this company follows Economic Efficiency Strategy for production to medicate this problem.
Because high volume of production will be reduced the production cost. And also to sustain at the profit level. Secondly, this company follows growth strategy for capturing international market share. Growth is a way of life. Almost all organizations plan to expand. This strategy is followed when an organization aims at higher growth by broadening its one or more of its business in terms of their respective customer groups, customers functions, and alternative technologies singly or jointly in order to improve its overall performance. 50 There are five types of expansion (Growth) strategies. Expansion through concentration Expansion through integration Expansion through diversification Expansion through cooperation Expansion through acquisition

Marico has acquired five companies in the last 18 months to expand its product lines and business. The company acquired a number of brands such as Aromatic soap in Bangladesh, Manjal toilet soap and Nihar hair oil in India, and Fiance hair care brand in Egypt. The Ready Group's Fiance

hair care brand has captured 20 percent of the Egyptian market. Marico is leveraging the popularity of the Fiance brand to expand its business in Egypt and other parts of the Arab world.

Chapter 05
Parachute Product Line

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Key words
About Parachute Parachute product line
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ABOUT PARACHUTE

Parachute is premium edible grade coconut oil, a market leader in its category. Synonymous with pure coconut oil in the market, Parachute is positioned on the platform of purity. In fact over a time it has become the gold standard for purity. From a loosely available commodity to a pathbreaking brand, Parachute pioneered the switch from coconut oil sold in tins to plastic. Parachute is also available in pouch packs, to service the rural sectors, increasing penetration. While the positioning of Parachute has always been on purity, the communication has evolved over time to appeal to different consumer sets.

Over a time the brand has sought to remain relevant and differentiated from competition through a slew of initiatives in packaging ( introduction of the new sleeker Parachute pack) & communication like the weight-test" (proving that pure Coconut oil is heavier than impure oil). Parachute has thus ensured that it enjoys tremendous equity and trust with every passing generation. The brand has a huge loyalty, not only in the urban sections of India but also in the rural sector. Parachute is one of the largest brands in Bangladesh and is the undisputed leader in the branded coconut oil segment, commanding a market share of almost 73%. It is one of the most trusted brands in the country. Recently awarded the 6th Best Brand in Bangladesh by Brand Forum, Parachute was also ranked the 3rd Best Brand amongst FMCG brands. Parachute has come a long way since its launch in Bangladesh in the late '90s and is today known to be a symbol of 100% purity. Parachute is targeted at all modern women who are embracing the new age with ease, as well as understanding newer and better means to personal care. The brand enjoys huge loyalty among both the urban and rural population of Bangladesh. 50

PARACHUTE ADVANCED
arachute Advanced coconut hair oil from Marico has been made especially keeping in mind the needs of hair. Parachute Advanced contains essential oils of ylang-ylang to give it a rich and deep fragrance. It penetrates the hair roots better than other hair oils, strengthening the hair from within.

Parachute Advanced coconut hair oil is for the all-aware young Indian woman who is demanding as she knows that there are a slew of other hair care products available to her. She is aware of the benefits of using hair oil and the role it plays in maintaining her hair healthy and well nourished. For women who look for more than basic nourishment, Parachute Advanced was launched in late 2008. Parachute Advanced is a 100% pure coconut oil enriched with the do-good properties of lemon, henna, amla, and hibiscus. Regular usage of Parachute Advanced results in healthy and gorgeous hair. Parachute Advanced is available in 300ml packs in all leading stores.

PARACHUTE BELIPHOOL LIGHT

arachute Beliphool Light is jasmine-scented light coconut hair oil for those who want non-sticky hair and use oil to manage their hair. Parachute Beliphool Light is enriched with Vitamin E that gives complete nourishment to hair and helps to increase blood circulation in the scalp, resulting in hair that is full of life.

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Traditional hair oils, while delivering nourishment, left hair feeling sticky and smelly. With the evolution of style and fashion, social sanction for oily "chipku" hair was rapidly on the wane. Research among hair oil users indicated a strong level of dissatisfaction with the odour and stickiness after using traditional hair oils. In order to address this need, Parachute Beliphool Light has been designed as hair oil that gives a consumer the ideal blend of nourishment and sensorial, delivered through a completely non-sticky format and a lingering fragrance. This makes Parachute Beliphool Light great post wash oil, which leaves the hair nourished, yet fragrant and free-flowing. The Parachute Beliphool Light woman is between 18 - 24 years confident and progressive yet has her roots in traditional values and culture. Though she faces the challenges of the modern world confidently, she takes the best out of tradition and blends it to suit her modern needs. 50

PARACHUTE AFTER-SHOWER
The need for males to look good has never been more important - They are a reflection of the growing confidence of the country as a whole. More and more males in Bangladesh are realizing the importance of "great looking hair" & want a product that can be used to "style hair daily". In Bangladesh, the youth below the age of 25 years, account for 54% of the entire population and find the usage of hair oils to be "messy" & "outdated". They want more modern formats.

Parachute Aftershower styling gels & creams offer this new age consumer a range of male grooming products that provide the goodness of coconut proteins without the inconveniences of oil and helps them style their hair the way they want to - products that can be used every day. PAS has brought about a refreshing change in the way male grooming products were perceived. It has extended the natural goodness and trust of parachute into the men's hair grooming, by making products having the goodness of natural ingredients that make hair softer by providing nourishment and also help styling as opposed to being perceived to be chemical and damaging to hair. Today, AFS styling gels and creams are available in over 2.3 lacks outlets all over the country. This has given a reason for millions of men across the country to go ahead and style on - and create a confident Bangladesh.

PARACHUTE THERAPIE
arachute Therapie Hair Fall Solution is a unique scientific formulation from Marico, developed after 6 years of intensive research, product development and consumer trial. It is completely safe to use and helps control hair fall naturally. 89% of users have reported significant reduction in hair fall on using Parachute Therapie for 45 days.

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Parachute Therapie was launched in August 2008. It has already established itself as the only expert hair fall solution. Parachute Therapie addresses RDF (root destroying factors), a combination of stress, pollution, quality of water, imperfect hair care, imbalanced diet and ageing - the main cause of hair fall. Parachute Therapie has natural Root Activising Alpha Proteins, a unique blend of proteins, vitamins, herbs and minerals that reduces the effect of RDF, bringing a reduction in hair fall in just few days.

Chapter 06
Marketing Planning

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Key words
Current market situation Marketing strategy Action program SWOT analysis
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Marketing Planning

Current Market Situation arico Bangladesh Ltd. is one of the largest FMCG companies in Bangladesh and markets powerful brands like Parachute, Aromatic, Camelia etc. Parachute is among the largest and most trusted brands in Bangladesh. Marico Bangladesh is a subsidiary of Marico Ltd. which operates in many countries such as U.S, Egypt, Gulf, India etc. The company is growing at a rapid pace in Bangladesh and has established itself as a strong player in global markets as well. 50 Marketing Strategy Marico Bangladesh undertakes huge promotional activities to promote PARACHUTE which has topped the coconut oil industry of Bangladesh. It spends almost 20% to 25% of its Net Proceeds from Sales (NPC) of PARACHUTE for promotional activities for PARACHUTE .Its certain annual promotional campaigns like PARACHUTE Channel, Superstar and PARACHUTE Channel I Annual Cinema Awards has made the product a part of the glamour world. Since the 1930s, over 400 of the worlds most stunning and sensuous women have been proudly associated with PARACHUTE advertisements. They do not only promote PARACHUTE in Bangladesh for the beauty conscious females, it also promotes the brand for males and the company proved that, by including world famous female celebrity Aisharia Rai for their advertising campaign. Marico Bangladesh Ltd spends a huge amount of money for promoting PARACHUTE through TV commercials, newspaper advertisements and billboards.

Moreover it also undertakes small promotional campaigns at different schools, colleges, universities and recreational parks. Till now promotional activities of PARACHUTE has always been successful.

Action Program Marico advertises through Televison, Print, Outdoor, and Digital. The brand has been endorsed by celebrities like Deepika Padukone, Diya Mirza, Yuvraj etc. Advertising is heavy before Holi, Eid and during winters. Popular & effective campaigns like 1 hour champi kiya (have you done an oil head massage 1 hour before shampooing) help remind people about the benefits of oiling before hairwash. Parachute also uses van campaigns, Haats in rural areas to promote the brand. Sales Promotions like 20% extra was made on the 200ml pack. 50

SWOT analysis

Strengths

Weaknesses

Understanding the consumer behavior in hair oil segments. Well trained DSRs & Merchandisers. Believes in hiring and retaining talented people. Quality management and continuous improvement. Popular brands. Rural market search & capture. Large distribution network all over the Bangladesh.

Sales in rural area are slowly decreasing. Not strong with the within the shampoo segment, having hardly any
share.

High cost of branded products

Late implementation.

Company is still largely depends on the local market for its revenue. High dependence on Parachute
Threat

Opportunities

Large Domestic & global market. Growth in International Market Exploiting demographic profile for rapid growth.

The environment for FMCG is highly competitive, both in Bangladesh

as well as the world over.

P&G (Procter & Gamble) Unilever Amway

Rise of rural economy Rapid urbanization Lifestyle & awareness

Chapter 07

50

Social Responsibility

Key words
CSR

Co-Corporate Social Responsibility (CSR)

50

"A good company delivers excellent products and services, and a great company does all that and strives to make the world a better place." William Ford Jr., Chairman, Ford Motor Co-Corporate Social Responsibility to Marico is an expression of being a responsible citizen. Marico defines it as all roles played by it in the course of discharging its responsibility to all the constituencies from which the organization draws strength for conducting its business. CSR is thus community membership and leadership. Marico's CSR is based on interdependence and it believes in the need for an efficient business eco-system, where business and the rest of the society co-exist with respectful interdependence.

Marico Innovation Foundation: Spheres or processes which if strengthened enable business to prosper and uplift the status of the whole society. Setting up of the Marico Innovation Foundation reflects on Marico's belief in innovation as a process. The Foundation's objective is to fuel Innovation in India. Initiatives undertaken by the Foundation are: Researches in the areas of cutting edge innovations in the Business and Social Sectors. A unique partnership between top Indian Business Schools and the corporate world in applied innovation. Innovation for India Awards to reward Business and Social Innovation.

Chapter 08

50

Finis Part

Key words
Conclusion Recommendation Bibliography

CONCLUSION

50

he hair oil & hair style industry of Bangladesh consists of a few producers in the industry. The demand for this product is very much vulnerable in terms of pricing. Marico Bangladesh is providing product at a price, which is affordable to most of the people in the country. Hair oil is an uprising product in Bangladesh as a greater portion of the population, both male and female, are now getting more hair conscious. As a multinational company Marico Bangladesh with heavy promotional activities, has been able to penetrate the market. With different fragrances, different sizes, international standard and high quality design, as a product, has been highly successful over the years. Its distribution process is highly efficient. Its promotional activities, like the beauty contest has been a milestone in attracting a huge number of customers. Overall with its marketing activities has been a successful brand. The only place where rival companies are progressing is in giving customers redemption offers. Research revealed that Bangladeshi customers are highly attracted to this sort of offers. These offers are not 50 sustainable in the long run but still it takes away a considerable part of PARACHUTEs sale in the short run.

RECOMMENDATION

Now we would suggest some recommendations to Marico Bangladesh Ltd. to adopt more successful operation in Bangladesh.

Marico Bangladesh Ltd should expand their target market also towards the rural people. They should also conduct different promotional activities in rural fairs and socially responsible promotional activities to attract rural
consumers and social awareness

PARACHUTE has different types of hair oil & hair style cream .So now if they provide different flavor of hair oil & hair style cream both
for male and female under the same brand name PARACHUTE it might increase their sales.

As Bangladeshi culture children have a huge say in shopping so they should also promote the product to children .These are the
large market share. 50 recommendations suggested by team members to Marico Bangladesh Ltd. to adopt for a more successful operation in Bangladesh with

For long-run process this company should follow economic efficiency. In case of liability this company should reject the long-term basis debt by following arbitraries.

BIBLIOGRAPHY