___________Maricos Case Study

Padmashree Dr.D.Y.Patil University Department of Business Management

International Business Management

Case Study
Marico: Emerging Indian Glo al !ompetitor"

#u mitted to: Mrs. #urya Bhamre #u mitted y: $n%ali &i%ay 'umar Gupta MB$(Biotechnology )*++,(--. /oll 0o.: MB$(Bt +,++1

By: Anjali Vijay Kumar Gupta (MBA-Bt 09006)

___________Maricos Case Study

Date: 2anuary *+-INDEX

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Particulars

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4-. In your opinion5 6hat are the factors responsi le for the success of Marico 7td."

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4*. 8hat5 according to you5 are the li9ely challenges that Marico 7td. 6ill face in the future"

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/eferences

By: Anjali Vijay Kumar Gupta (MBA-Bt 09006)

___________Maricos Case Study

!ase:(

Marico: Emerging Indian Glo al !ompetitor" ; *+ mar9s

Marico Ltd. (Marico) a leading Indian business group in consu er products and ser!ices" posted a sales re!enue o# $s.19 billion in t%e &ear 200'-0(.1 )%e group %ad been able to ac%ie!e success b& #ollo*ing a pat% o# di##erentiation in all its product and ser!ice o##erings. In addition to t%e do estic ar+et" Marico,s products *ere sold in Banglades%" t%e Middle -ast" -g&pt" and .out% A#rica. )%e group,s products included #ood products (including edible re#ined oils)" %air oils" post *as% %air care" anti lice treat ent" coconut oil" and #abric care products. In t%e s+in care solutions" Marico *as present t%roug% /a&a .+in 0linics (/a&a) and t%e .undari range o# .pa s+in care products. In t%e #ood products" t%e co pan& %ad t%e .a##ola range o# products. Marico,s port#olio o# %air oils co prised 1arac%ute" 2air 3 0are" 4i%ar" and .%anti A la %air oil. .a##ola *as one o# t%e #irst brands in t%e countr& to e5uate %ealt% consciousness *it% coo+ing oil. It le!eraged on %eart proble s and positioned itsel# as an edible oil *%ic% lo*ered t%e ris+ o# a %eart attac+ b& reducing c%olesterol. In order to sta& in tune *it% t%e c%anging tastes and pre#erences o# t%e custo er" .a##ola ca e in t%ree !ariants" .a##ola 6old" 4e* .a##ola" and .a##ola )ast& Blend. )%e .a##ola brand *as e7tended to salt and sugar anage ent and c%olesterol anage ent products. )%e #ocus across all t%e #ood products *as on %ealt% and *ellness and it *as t%is #ocus t%at t%e co pan& used to di##erentiate itsel# #ro t%e co petition. Marico establis%ed /a&a s+in care clinics to ta+e ad!antage o# t%e opportunities presented b& t%e t%e Indian beaut& industr&" *%ic% stood at 8.9: billion as o# 200'. .tarting *it% 11 clinics in t%e &ear 200;" t%e nu ber o# clinics %ad ultiplied to 6; (;6 in India and 9 in t%e Middle -ast) b& 200'. According to anal&sts" /a&a %ad #illed a !oid in t%e countr& #or s+in clinics and %elped a+e people loo+ good. /a&a %ad also e7panded its ser!ices t%roug% ,.+in <ones," *%ic% *ere in#or ation +ios+s located at s%opping alls t%at o##ered s+in care counseling. -7perts attributed /a&a,s success to t%e personali=ation o# ser!ices #or t%e custo er and t%e %olistic solutions o##ered. /a&a,s popular ser!ices *ere laser %air reduction and acne scar and pig entation reduction. /a&a %ad also started selling a range o# %&poallergenic products #or sensiti!e s+in. In 200'" /a&a Li#e *as launc%ed to pro!ide %olistic *eig%t loss solutions.' )%e *eig%t loss

By: Anjali Vijay Kumar Gupta (MBA-Bt 09006)

___________Maricos Case Study solutions centered around li#est&le counseling" s%aping. eal planning" e7ercises" and bod&

In 200:" Marico ac5uired t%e .undari range o# lu7ur& a&ur!edic s+in products. .undari *as an establis%ed brand in t%e 8. and consisted o# 20 products t%at sold at spas" %ig% end stores" and on t%e Internet. In 2006" Marico ac5uired 2air 0ode and >iancee in -g&pt and t%e t*o brands ga!e it a ar+et s%are o# ore t%an ;0 percent in t%e -g&ptian %air care ar+et.In t%e sa e &ear" Marico ac5uired Man?al" a %erbal bat% soap brand establis%ed in /erala" and t%e brands 0a elia" Magnolia" and Aro atic in Banglades% to enter t%e Banglades% ar+et. In 200'" Marico ac5uired t%e consu er di!ision o# -naleni 1%ar aceuticals" a .out% A#rican business #ir present in %air care. Marico *as also a do inant pla&er in t%e %air oil seg ent in India *it% its brands 1arac%ute and 4i%ar. In 200:" Marico entered t%e s%a poos ar+et and positioned itsel# on t%e ,naturals, plat#or . It also introduced s%a poos #or c%ildren in t%e age brac+et @ to 12 &ears. According to anal&sts" Marico %ad e erged as a proacti!e organi=ation b& recogni=ing t%e needs o# t%e ar+et and capitali=ing on t%e opportunities" *%et%er it be in t%e edible oils" s+in care" or %air care seg ent. It *as ran+ed a ong one o# t%e eig%t co panies in .tandard 3 1oor,s list o# 6lobal 0%allenger co panies in t%e &ear 200'. A1) In &our opinion" *%at are t%e #actors responsible #or t%e success o# Marico Ltd.B(10) A2) C%at" according to &ou" are t%e li+el& c%allenges t%at Marico Ltd. *ill #ace in t%e #utureB (10)

By: Anjali Vijay Kumar Gupta (MBA-Bt 09006)

___________Maricos Case Study

4-. In your opinion5 6hat are the factors responsi le for the success of Marico 7td." $ns. )%ere are !arious #actors in!ol!ed in Marico,s re ar+able transition #ro a locali=ed oil anu#acturer to a %ealt% and *ellness po*er%ouse. )%e& areD -. Differentiation in all its product and service offerings )%e #ocus o# t%e co pan& across all t%e products *as on %ealt% and *ellness and it *as t%is #ocus t%at t%e co pan& used to di##erentiate itsel# #ro t%e co petition. LetEs see t%e e7a ple o# .a##ola and /a&a s+in care clinics. -. #affola D It *as one o# t%e #irst brands in t%e countr& to e5uate %ealt% consciousness *it% coo+ing oil. It le!eraged on %eart proble s and positioned itsel# as an edible oil *%ic% lo*ered t%e ris+ o# a %eart attac+ b& reducing c%olesterol. In order to sta& in tune *it% t%e c%anging tastes and pre#erences o# t%e custo er" .a##ola also ca e in t%ree !ariants" .a##ola 6old" 4e* .a##ola" and .a##ola )ast& Blend. )%e .a##ola brand *as e7tended to salt and sugar anage ent and c%olesterol anage ent products. *. 'aya s9in care clinics: )%e& *ere establis%ed b& Marico to ta+e ad!antage o# t%e opportunities presented b& t%e Indian beaut& industr&. )%e& #illed a !oid in t%e countr& #or s+in clinics and %elped a+e people loo+ good. It %ad also e7panded its ser!ices t%roug% ,.+in <ones," *%ic% *ere in#or ation +ios+s located at s%opping alls t%at o##ered s+in care counseling. /a&a,s success *as due to t%e personali=ation o# ser!ices #or t%e custo er and t%e %olistic solutions o##ered. It,s popular ser!ices *ere laser %air reduction" acne scar and pig entation reduction. It also started selling a range o# %&poallergenic products #or sensiti!e s+in. /a&a Li#e *as launc%ed to pro!ide %olistic *eig%t loss solutions *%ic% centered around li#est&le counseling" eal planning" e7ercises" and bod& s%aping. 2. Diversified range of products )%e product port#olio o# t%e co pan& includes coconut oils" edible oils" %air oils and ot%er %air care products" #abric care products" soaps" bab& care products" processed #oods and s+in care. It anu#actures and ar+ets its products under t%e brand na es o# 2air0ode" >iancee" Aro atic" /a&a" 0ai!il" Blac+ 0%ic" Fil o# Malabar" Man?al" $e!i!e" Medi+er" .%anti" 4i%ar" 2air 3 0are" .*ee+ar" .a##ola and 1arac%ute. :. Understanding of !onsumer 0eeds Marico al*a&s recogni=ed t%e needs o# t%e ar+et and capitali=ed on t%e opportunities" *%et%er it be in t%e edible oils" s+in care" or %air care seg ent. Let us see t%e e7a ple o# 1arac%ute oil Brand name: 1arac%ute Positioning: As a purit& brand.

By: Anjali Vijay Kumar Gupta (MBA-Bt 09006)

___________Maricos Case Study <arget $udience: )%e pri ar& target audience o# G1arac%uteE is *o en o# all ages in bot% urban and rural population o# India. Pioneering idea: 1arac%ute pioneered t%e idea o# selling t%e coconut oil in plastic. !ommunication: Mass co unication on t%e plat#or o# GcaringE *it% ot%er daug%ter t%e e. Innovation strategy: Marico #ollo*ed inno!ation as a a?or strateg& in building 1arac%ute brand. )%e #ollo*ing strategies are #ollo*ed b& t%e co pan& to o##er a custo i=ed product in all seasons" to grab t%e price conscious custo ers and to pro!ide !alue #or one&. 1. *+ ml Parachute - a $s ; ./8 t%at enables loose oil users to upgrade to 1arac%ute. 2. =lip <op !ap for Parachute ottles - to en%ance t%e sa#et& and protect t%e purit& o# 1arac%ute :. Parachute Mini - a bottle s%aped s all pac+ being sold at an M$1 o# $e. 1 @. Easy 2ar of Parachute - to #acilitate usage especiall& during *inters Ft%er e7tensions areD ;. Parachute $dvanced refined hair oil and Parachute 2asmine )arget audienceD Houng and appearance conscious consu er. 1ositioningD >ocuses upon t%e #ragrance aspect o# t%e oil. 6. Parachute $fter sho6er >air !ream )arget audienceD Houng en 1ositioningD >ocuses upon st&lis% loo+" non stic+& and nouris%ing aspect. '. Parachute #ampoorna )arget audienceD Co en custo ers 1ositioningD >ocus on pro!iding strong %air. (. Parachute $dvansed #tar? Gentle #hampoo )arget audienceD 0%ildren 1ositioningD >ocus on enric%ing %airs *it% coconut proteins 3 !ita in *it% #ragnance o# stra*berries 9. Parachute <herapie BaselineD @; Ia& %air #all solution 10. Parachute $dvansed $yurvedic >ot @il 1ositioningD Fn t%e plat#or o# G4aturalsE *%ic% a+es %air %ealt%ier.

By: Anjali Vijay Kumar Gupta (MBA-Bt 09006)

___________Maricos Case Study

:. Entered Glo al mar9ets In addition to t%e do estic ar+et" Marico,s products *ere sold in Banglades%" t%e Middle -ast" -g&pt" and .out% A#rica. Cit% an& global ac5uisitions Marico groupEs global ar " International Business group (IB6)" is a great contributor in groupEs o!erall turno!er. In 200:" Marico ac5uired t%e .undari range o# lu7ur& a&ur!edic s+in products. .undari *as an establis%ed brand in t%e 8. and consisted o# 20 products t%at sold at spas" %ig% end stores" and on t%e Internet. In 2006" Marico ac5uired 2air 0ode and >iancee in -g&pt and t%e t*o brands ga!e it a ar+et s%are o# ore t%an ;0 percent in t%e -g&ptian %air care ar+et. In t%e sa e &ear" Marico ac5uired Man?al" a %erbal bat% soap brand establis%ed in /erala" and t%e brands 0a elia" Magnolia" and Aro atic in Banglades% to enter t%e Banglades% ar+et. In 200'" Marico ac5uired t%e consu er di!ision o# -naleni 1%ar aceuticals" a .out% A#rican business #ir present in %air care. $ecentl& ac5uired t%e 0ode 10 brand #ro 0olgate 1al oli!e in Mala&sia.

.ince t%eir gro*t% internationall& %as been a i7 o# organic and inorganic gro*t% Marico %a!e brands li+e 2air code" >iancee" 0ode 10" 0ai!il and 2ercules t%at are uni5ue to international operations. 1arac%ute %air crea is an e7a ple o# a #or at t%at *as launc%ed internationall& #irst and broug%t to India later. It is a leading brand in Banglades% and t%e Middle -ast. MenEs st&ling brand 2air 0ode is t%e ar+et leader in -g&pt" *%ile 0ai!il operates in t%e et%nic A#rican %air care space. /easons =or Glo al #uccess 1. Its international success is due to t%e EglobalE indset t%at t%e co pan& %as adopted. An Indian co pan& needs to stop t%in+ing o# an India-#or*ard indset and start pla&ing b& t%e rules o# t%at ar+et. )%e +e& is to participate in #or ats rele!ant to t%at ar+et as opposed to transporting t%e India port#olio on an Gas isE basis. In t%e Middle -ast" Marico re#or ulated 1arac%ute %air crea to *or+ e##ecti!el& under %ig% c%lorine conditions pre!alent in t%e region. In -g&pt" *%ere soccer is al ost a religion" Marico runEs progra s to le!erage t%e soccer #e!er. 2. )%e e erging econo ies in Asia and A#rica li+e Banglades%" t%e Middle -ast" -g&pt" and .out% A#rica *ere c%osen because )%e& %a!e lo*-to- ediu penetrations in so e o# t%e >M06 categories. )%is signi#ies considerable %eadroo #or gro*t% in t%e id-ter . >a!orable acros" c%anging attitudes o# t%e consu ers and progressi!e policies o# t%e go!ern ents a+e t%ese ar+ets attracti!e destinations.

By: Anjali Vijay Kumar Gupta (MBA-Bt 09006)

'

___________Maricos Case Study .o e o# t%e also o##er inorganic entr& possibilities t%at can create access to ainstrea distribution" anu#acturing and talent. )%us Marico listed t%eir *%oll& o*ned subsidiar& in Banglades% on t%e local stoc+ e7c%ange. And in -g&pt" *%ere Marico ac5uired #a il&-run organisations" pro#essional anagers *ere sent. :. 0ritical success #actors t%at *ere in!ol!ed in a post-ac5uisition integration o# Marico *ere pace" p%ilosop%&" people" p%&sical e7ecution and pro!idenceJ #i!e 1s. @. )&picall&" it is #ound t%at gestation periods tend to be longer as one needs to go up t%e learning cur!e in a ne* ar+et. )%us to reduce t%is gestation period "Marico be#ore entering a ne* geograp%& al*a&s interacted *it% non-co peting Indian co panies t%at %a!e establis%ed t%e sel!es in t%at ar+et and learnt #ro t%eir e7periences. ;. Distri ution net6or9 It %as a large distribution net*or+ all o!er India *%ic% includes a *ide rural ar+et reac%. Marico,s distribution *idt% and penetration is ac+no*ledged as one o# t%e best in t%e industr& and is a le!erage able strengt%. -!er& ont%" ;6 illion consu er pac+s are sold to about 1.( illion %ouse%olds t%roug% 1.6 illion retail outlets spread across t%e countr&. Marico,s distribution net*or+ co!ers al ost e!er& Indian to*n *it% a population o# o!er 20"000. )%us" 1 out o# e!er& 10 Indians is a Marico consu er. Iistribution AllianceD MaricoEs distribution strengt% %as been recognised b& Indo 4issin >oods Ltd. t%roug% t%eir association *it% it #or t%e distribution o# )op $a en products on a national basis. $ural .ales 3 IistributionD Marico,s parallel rural sales and distribution net*or+ ran+s a ong t%e top t%ree in t%e industr& and contributes 2@K to t%e co pan&,s top line. Its in#rastructure co prises direct distributors" super distributors" catering to an& s all stoc+ists and !an ar+ets. A dedicated tea o# )erritor& .ales -7ecuti!es and 1ilot .ales $epresentati!es distribute Marico,s as *ell as alliance brands t%roug% t%is !ibrant net*or+. .ales 0apacit&D )%e& %a!e ade signi#icant progress in t%e areas t%at en%ance sales capacit&. Aualit& o# our distributors Aualit& and nu ber o# t%e distributor #ield #orce upgradation in t%e role o# t%e co pan&,s #ront-line sales #orce. <echnology )I<. in #ales: Marico %as been a+ing in!est ents in I) to ensureD .uppl& 0%ain e##iciencies A!ailabilit& o# t%e ./8 at t%e rig%t distributor point" at t%e rig%t ti e in rig%t 5uantities )i el& a!ailabilit& and reliabilit& o# .ales By: Anjali Vijay Kumar Gupta (MBA-Bt 09006) (

___________Maricos Case Study MI." *%ic% %elp in ta+ing prudent decisions on a real ti e basis. In order to reap a7i u bene#its #ro its sales and distribution net*or+" Marico e bar+ed on an internet-enabled application - MI-4et - to establis% a net*or+ bet*een Marico and its distributors t%roug% a *eb inter#ace. )%is pro?ect is ai ed at pro!iding real ti e in#or ation on t%e status o# !arious business operations bet*een Marico and its distributors. )%is initiati!e is e7pected to pro!ide business bene#its in t%e #or o# increased penetration b& t%e sales #orce" reduced co unication costs" reduced *or+ing capital re5uire ents" etc. 1. Management oriented to6ards innovation 2ars% 0%arandas Mari*ala is t%e 0%air an and Managing Iirector o# Marico. Mr. Mari*ala %as adopted an open o##ice culture (e!er&one in %is o##ice calls %i 2ars%) as t%e #irst step. F!er 2;0 MBAs #ro top-notc% institutes no* *or+ *it% %i and Mr. Mari*ala -- *%o lac+s an MBA degree -- realised %e %ad to Lupgrade (%is) +no*ledge baseL i# %e %ad to spea+ t%eir language. 2e %ad done courses in IMI" .*it=erland is a regular participant at 0 / 1ra%lad,s 0-F >oru s" and reads all #i!e business dailies and at least #our business aga=ines. .ince inno!ation is t%e +e& to t%e success o# an& >M06 brand" %e %i sel# attends nu erous sessions *it% target custo ers (#ro doctors #or endorsing .a##ola to barbers #or 1arac%ute a#ter-s%o*er crea ) ?ust to understand t%eir needs. )%e c%anges t%at t%e co pan& *ent t%roug% *ere in #our di##erent buc+etsD 1. )ransition #ro oils to !alue-added >M06 products (.a##ola 6old" #or e7a ple)

2. >ro a purel& Indian #ir to a global entit& (t%e co pan& %as %uge operations in Banglades% and %as ade a string o# ac5uisitions in .out% A#rica and -g&pt :. >ro lo*-!alue to %ig% !alue-added products (.a##ola atta gels) i7es and 1arac%ute

@. >ro being onl& in t%e products space to beco ing a solutions pla&er (t%e %ig%l& success#ul /a&a clinics *it% t%eir o*n range o# s+in care products). A. MaricoBs speciality Fne o# t%e +e& reasons #or Marico,s success (o!er $s 1"900 crore -- $s 19 billion) turno!er in 200'-0( and gro*ing at o!er 20 per cent annuall&) is its constant abilit& to pic+ its spots in t%e cro*ded seg ent. >or instance" edible oil is a %uge categor&" but Marico occupies a s all" %ig%-end seg ent selling oil supposed to be good #or t%e %eart. )%is ensures %ig%er argins and a!oiding t%e c%ance o# getting caug%t in a price *ar. )%at e7plains Marico,s entr& into t%e anti-lice s%a poo seg ent *%ere M40 presence is negligible. -!en in .out% A#rica" t%e co pan& %as concentrated on t%e et%nic %air categor&" *%ic% is gro*ing at a scorc%ing pace. )%at,s also t%e reason *%& Marico %as 5uic+l& e7ited t%e bab& oil categor& *%ere M40s %a!e a do inant presence. C. Marico focusing on margins than volumes

By: Anjali Vijay Kumar Gupta (MBA-Bt 09006)

___________Maricos Case Study Megetable oil prices are notoriousl& !olatile and its consu ers !er& price-sensiti!e. But Marico is ta+ing a di##erent route #ro its co petitors to distance itsel# #ro t%e Lco odit&L tag )%e edible oil categor& %as been #acing sti## co petition #ro large-scale !olu e pla&ers *%ose business odel is based on lo* argins and pure price pla&. In t%is situation" Marico %a!e consciousl& c%osen not to get dra*n into price *ars and instead" %a!e +ept reiterating t%eir brand,s !alue proposition to consu ers. As a result" *%ile !olu es a& %a!e dropped" t%eir argins on .*ee+ar %a!e o!ed up. It is said t%at t%e& a& be t%e ost pro#itable in t%e edible oils business. Lo* priced pac+s" coupled *it% pac+aging inno!ations" %a!e %elped t%e brand retain its ar+et leaders%ip" a idst rising local co petition in t%e coconut oil seg ent. In #act" Marico is in!esting aggressi!el& in a pipeline o# ne* products to i pro!e its argin pro#ile suc% as anti-lice oil. ,. UniDue advertising strategies Marico %ad test- ar+eted 1arac%ute )%erapie @;-Ia& 2air >all .olution on radio" *%ic% *as reportedl& a big %it. $adio 0it& partnered t%e e##ort and %elped Marico to build brand credibilit& t%roug% *ord-o#- out% ad!ertising.

By: Anjali Vijay Kumar Gupta (MBA-Bt 09006)

10

___________Maricos Case Study

4*. 8hat5 according to you5 are the li9ely challenges that Marico 7td. 6ill face in the future" Ans. It is al*a&s better to anal&se t%e c%allenges t%at a co pan& *ill %a!e to #ace in t%e #uture" so t%at ne* strategies to counter t%ese c%allenges can be #ound out. )%is *ill %elp aintain and increase t%e ar+et s%are. .o e o# t%e li+el& c%allenges t%at Marico Ltd. *ill #ace in t%e #uture areD-. #tiff competition in the =M!G mar9et >ro large brands to local brands all co pete in t%is popularit& and price scale. .o e o# t%e present co petitors o# Marico are 2industan 8nile!er" Iabur India" 6odre? 0onsu er" 0olgate 1al oli!e" - a i" 6odre? Industries" 6illette India" 136 2&giene" 4ir a" N&ot%& Laboratories" Ba?a? 0orp" $ec+itt Benc+iser" 2en+el India" >e 0are 1%ar a etc. In #uture t%e nu ber o# co petitors can increase as >M06 ar+et is al*a&s e7tre el& co petiti!e.)%ere#ore co petition #ro t%e di!erse pla&ers present in t%e ar+et a& cause loss o# ar+et s%are. *. @il prices Marico uses strateg& o# Margin o!er Molu es. And till to date t%is strateg& is success#ul but #or %o* longB 4e* brands are co ing up *it% si ilar proposition and at c%eaper rates. .ince in#lation is a top issue t%ese da&s consu ers *ill tend to incline to*ards lo* prices o!er brand na e. At t%at ti e co pan& *ould need to bring up i pro!ised prices #or its products to sta& a%ead in t%e ar+et. 3. #imilar products

Friginal brand

.i ilar pac+aged brands

As one can see #ro abo!e picture t%at t*o di##erent brands !i= Malabar and 0ocora? sell si ilar product pure coconut oil in si ilar pac+aging as o# 1arac%ute at lo*er prices. )%is is a great t%reat to MaricoEs brand 1arac%ute as 1rice sensiti!e consu ers *ill bu& t%ose ot%er brands t%ereb& snatc%ing ar+et s%are o# 1arac%ute. @. #trong Brands li9e Garnier5 7oreal at less prices

By: Anjali Vijay Kumar Gupta (MBA-Bt 09006)

11

___________Maricos Case Study

.trong international brands li+e 6arnier and Loreal are co ing up *it% sac%ets #or price sensiti!e consu ers. C%en suc% strong brands co e up *it% c%eap and a##ordable products" consu ers tend to pre#er t%e o!er ot%er local products. )%us it beco es a t%reat to Marico. ;. /educed trade arriers and Glo ali?ation )%e countries *%ere Marico,s products are sold i.e. Banglades%" t%e Middle -ast" -g&pt" and .out% A#rica are all de!eloping countries. Cit% increase in globali=ation and reducing trade barriers an& ulti-national co panies *ould enter t%ese ar+ets in t%e near #uture and t%is *ould directl& reduce ar+et s%are o# Marico. 1. 0ot strong 6ithin the shampoo segment5 having hardly any share. Marico Industries %as also decided to stretc% t%e strongest brand in its +itt&" 1arac%ute" to a s%a poo. 1ositioned again on t%e naturals plat#or " 1arac%ute 4atural .%a poo contains ingredients suc% as coconut" al ond and %ibiscus. )%e ne* s%a poo brand is e7pected to carr& t%e baseline - Baalon mein sehat ka jadoo" de!eloped b& its agenc&" Frc%ard Ad!ertising. Alt%oug% in t%e past" Marico %as tried to e7tend t%e strong e5uit& o# 1arac%ute into ore oil !ariants" t%e #ora& into s%a poos is not percei!ed too *ell b& industr& obser!ers. C%ile 1arac%ute is a strong brand in %air oils" its c%ances o# success in s%a poos is lo*. Because %air oil is in t%e et%nic categor& *%ile s%a poos %a!e a #oreign connotation. Alt%oug% bot% t%e applications are in t%e sa e part o# t%e bod&" in t%e consu ers ind t%ese are di##erent products *%ic% s%ould ideall& %a!e di##erent brand na es. '. 0eed to concentrate 6ithin the various other mar9et potential ?ones li9e hair colorants etc.

Marico industries can also concentrate on !arious ot%er li+e %air colorants. )%is seg ent also %as great potential.

ar+et potential =ones

By: Anjali Vijay Kumar Gupta (MBA-Bt 09006)

12

___________Maricos Case Study

/efrences: 1. %ttpDOOstrategicbrand.blogspot.co O 2. %ttpDOOecono icti es.indiati es.co OopinionOinter!ie*sO2a!ing-a-glocalindset-is-crucial-Mi?a&-.ubra ania -0-F-MaricoIB6Oarticles%o*O;(::69(.c s :. %ttpDOOsunn& ar+eting.blogspot.co O2009O0;Os*ot-anal&sis-o#-all-# cgco panies-in.%t l @. %ttpDOO***.redi##.co O one&O200(OdecO09t%e-secret-o#- arico-success.%t ;. %ttpDOO***.t%e%indubusinessline.co O200@O02O2@OstoriesO200@022@01';0200.%t 6. %ttpDOOin#o.s%ine.co Oco pan&OMarico-Li itedO'9'.asp7 '. %ttpDOO***.dnaindia.co O one&Oreport_# cg-price-%i+es- a&-gi!e-s all-pac+st%e- iss_1@:0622 (. http://www.reportlinker.com/p0342227/Marico-Limited-531642-Financial-and- trate!ic"#$-%nal&'i'-(e)iew.html*i+,,1%'a#)-w.

9. %ttpDOO# cg- ar+eting.blogspot.co O200'O12O aricos-distribution-net*or+.%t l 10. %ttpDOO***.t%e%indubusinessline.co O200:O10O21OstoriesO200:102100@20600.%t

By: Anjali Vijay Kumar Gupta (MBA-Bt 09006)

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