Case Presentation Marico Limited

Marico Limited
Submitted by
Advait Bhobe (12020841116)
Amit Kumar (12020841123)
INTRODUCTION
The company was founded in 1857 By Kanji Morarji and

is headquartered in Mumbai ,India.
Marico Limited, together with its various consumer goods
and services in India, the Middle East, Asian countries,
Egypt, and the United States.
The company provides coconut oils, edible oils, hair oils
and other hair care products, fabric care products,
processed foods, soaps, and baby care products, as well as
skin care and ayurvedic products.
VISSION & 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 hinges our growth
Innovation: For it gives wings to ideas
MISSION 2020
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.
Elements of Brand Architecture
Brand Portfolio
Portfolio Roles
Brand market context roles
Brand portfolio structure
Portfolio Graphics
What is Brand Architecture?
 Brand Architecture is the vehicle by which the brand

team functions as a unit to create synergy, clarity and
leverage.
 The Brand Architecture for a firm tells marketers
which brand names, logos, symbols, & so forth to
apply which new & existing products.
Brand Architecture defines both brand boundaries &
brand complexity.
5
Elements of Brand Architecture
6
Sa
7
ffo
la
S
we
Edible Oil
ek
ar
Af
ter
Sh
Sil
ow
k
er
&
Sh
M
Hair Care
ine
edi
ke
r
Ha
ir
Sh
&
ant
Ca
Parachute Oil
i
re
Hair Oil
A
ml
a
SE
T
Brand Architecture
WZ
A
ET
RT
Other
AE
Products
K
VI
V
E
PRODUCT-MIX

BRANDS TARGETED CUSTOMER'S

 PARACHUTE •Primary Target Women Of All Age's
 PARACHUTE
ADVANCED •Young Girls (College & School Going)

 HAIR & CARE •Appealing To Both Men & Women of All Age's
•Primary User the Young Age Group
 SHANTI AMLA •Customer Looking for Value for Money (H.OIL+Badam)
 SILK & SHINE •Primary Target Female Of age 18 – 34
 AFTER SHOWER•Primary Target Young Males 18 – 34
 MEDIKER •Young Children Age Group 3-13 (Due to Lice Problem)
 SWEEKAR •Primary Target Housewives (Due to
Economic+Healthy Life for Family)
 SAFFOLA •All Health Conscious Consumers (Specially for Heart
Patient's)
 REVIVE •Housewives of Urban Area (Higher & Middle Class).
Brand Portfolio
Relationships within a brand portfolio

Single brand across organization- It is a situation were the
organization deal with a single brand for a long period of time in an
organization
Endorsed brands – Endorsed brands are :
example, Nestle,KitKat, Cadbury Dairy
Milk, Sony PlayStation or Polo by Ralph Lauren.
These brands include a parent brand - which may be acorporate
brand, an umbrella brand, or a family brand- as an endorsement to
a sub-brand or an individual, product brand.
The endorsement should add credibility to the endorsed sub-
brand in the eyes of consumers
 House of brands - A house of brands refers to a branding strategy
in which a parent company is home to multiple distinct brands.
In a house of brands, the individual brands are more widely
recognized than the overarching brand.
A house of brands helps consumers to recognize the name of the
company, & the various sub-brand.
Each individual brand has its own unique identity, while the brand
identity of the parent company is virtually invisible to the
consumer.
A house of brands can be contrasted with the Branded House, in

which the company itself is the dominant brand, with individual
products or services taking a secondary role
11
MARICO BRAND PORTFOLIO
HAIR OIL HAIR CARE EDIBLE OIL OTHER

CATEGORY CATEGORY CATEGORY PRODUCTS
PARACHUT HAIR & SHANTI

E AMLA
CARE
REVIV SET ZATA

AFTER MEDIKER E WET K
SILK &
SHOWER
SHINE
SAFFOL SWEEKA
A R OIL
Portfolio Graphics
Logo – Logo is the identity of the Brand. The customers

identify the product on the basis of the logos of the brand.
Visual presentations – The second most important point of

the portfolio graphic is visual presentation.
The customers gets attracted towards the product on the
basis of the packaging of the production & on the basis of
this the product is sold in the market.
13
Characteristics of the ideal brand portfolio
Fits the company’s future vision and destination

Prioritizes markets and key segments
Efficiently covers those priority segments
Ruthlessly prunes out those that do not fit
Fills gaps through new or extended brands and
acquisitions.
14
Major mistakes in portfolio management
Too many brands in too many segments: there may
be too many brands in relation to consumer needs,
retailer space and company ability to promote
Duplication and overlap
Gaps in priority market segments
Inefficiencies in operations and the supply chain
Diffused and therefore ineffective resource
allocation.
15
Why managing a brand portfolio is Important
Resource
Growth
Efficiency
Leverage
Clarity
16
Why managing a brand portfolio is Important
Resources
Resources can be utilize optimally
We can come to know that how much resource can be needed
to produce one product
Growth
Clear prioritization of future focus by major market
Prioritization by brand and product
Concentration of spend on priority market, brands and products
Operational cost savings through simplified business
Disposal of brands which don’t fit
Gap filling by product development and acquisition
17
Efficiency
Helps to know the efficiency of the organization to produce
number of products in a given period
Clarity
It helps the customer, the clarity as in which brand to purchase
Leverage
Leverage is commonly used in a metaphorical sense. For
example, as a frequently used business or marketing term,
leverage is any strategic or tactical advantage, and as a verb, means
to exploit such an advantage, just as the use of a physical lever
gives one an advantage in the physical sense.
18
Examples of portfolio analysis
 BCG Matrix
Analyzing Brand
Marico
Star – Parashute,
Saffola, Revive
Question mark – Hair
& Care
Cash Cow – Zatak,
Livon, Set Wet,
Dog – Mediker,
Manjal
Examples of portfolio analysis
 Quantified Portfolio Analysis
20
BUSINESS LEVEL STRATEGIES
Early entry in business

Accurate demand forecasting
High capacity utilization
Focus on emerging markets of Asia & Africa
 Operates in Geographic hubs leading to supply chain and
media synergies
Price based compition is so serve that cost becomes an
important factor.
Company make product for skin is Kaya Skin Care these
is so nuch differentiation to other.
Night cream is PARASHUTE NIGHT REPAIR CREME
21
STRATEGIES
CORPORATE LEVEL STRATEGIES
Emphasis on providing value goods to consumers,
Joint venture and acquisition with players like Hll, adani
& sundari.
Sustained expansion in capacity to meet the growing
demand of Edible oil in India.
Diversify geographic footprint, and enhance scale and
reach of operations.
FUNCTIONAL LEVEL STRATEGIES
Widespread distribution network.

Strategy of PARASHUTE product on popular and
premium range products.
Suggestion
Marico is the leading industry in FMCG sector in
edible oil,beauty n health care segment in India but can
also target other segments.
Pay attention towards R & D.
Adopt the expansion strategy.
Increase the Export.
Increase the brand image Shanti Amla & Nihar
Promotion Policy
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 & after Shower Gel.
THANK YOU !

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Marico Limited

The company was founded in 1857 By Kanji Morarji and

Consumers: For they are the reason we exist

Brand market context roles

Brand portfolio structure

 Brand Architecture is the vehicle by which the brand

ADVANCED •Young Girls (College & School Going)

Relationships within a brand portfolio

A house of brands can be contrasted with the Branded House, in

HAIR OIL HAIR CARE EDIBLE OIL OTHER

PARACHUT HAIR & SHANTI

REVIV SET ZATA

Logo – Logo is the identity of the Brand. The customers

Visual presentations – The second most important point of

Fits the company’s future vision and destination

Early entry in business

Widespread distribution network.

Parachute is the most satisfied Brand/product,

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