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    Institute of Management Technology, Nagpur: Dr. Bikramjit Rishi

    Uploaded by

    Shubham Tiwari
    This document discusses Marico, an Indian consumer products company, and its Saffola brand of edible oils. It provides background on Marico and describes Saffola's focus on heart health. The edible oils market in India is valued at over 1.3 trillion rupees and is the largest packaged food segment. Saffola faces competition from other edible oil brands. Consumer behavior regarding edible oil is influenced by factors like price, quality, advertising and health consciousness. The edible oils market can be segmented by type of oil, end users, and geography.

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    Institute of Management Technology, Nagpur: Dr. Bikramjit Rishi

    Uploaded by

    Shubham Tiwari
    88 views3 pages
    This document discusses Marico, an Indian consumer products company, and its Saffola brand of edible oils. It provides background on Marico and describes Saffola's focus on heart health. The edible oils market in India is valued at over 1.3 trillion rupees and is the largest packaged food segment. Saffola faces competition from other edible oil brands. Consumer behavior regarding edible oil is influenced by factors like price, quality, advertising and health consciousness. The edible oils market can be segmented by type of oil, end users, and geography.

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    This document discusses Marico, an Indian consumer products company, and its Saffola brand of edible oils. It provides background on Marico and describes Saffola's focus on heart health. The edible oils market in India is valued at over 1.3 trillion rupees and is the largest packaged food segment. Saffola faces competition from other edible oil brands. Consumer behavior regarding edible oil is influenced by factors like price, quality, advertising and health consciousness. The edible oils market can be segmented by type of oil, end users, and geography.

    Copyright:

    © All Rights Reserved
    Download as DOCX, PDF, TXT or read online from Scribd
    Download as docx, pdf, or txt
    88 views3 pages

    Institute of Management Technology, Nagpur: Dr. Bikramjit Rishi

    Uploaded by

    Shubham Tiwari
    This document discusses Marico, an Indian consumer products company, and its Saffola brand of edible oils. It provides background on Marico and describes Saffola's focus on heart health. The edible oils market in India is valued at over 1.3 trillion rupees and is the largest packaged food segment. Saffola faces competition from other edible oil brands. Consumer behavior regarding edible oil is influenced by factors like price, quality, advertising and health consciousness. The edible oils market can be segmented by type of oil, end users, and geography.

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    © All Rights Reserved
    Download as DOCX, PDF, TXT or read online from Scribd
    Download as docx, pdf, or txt
    of 3

    Institute of Management Technology, Nagpur

    Consumer Behavior

    Submitted To
    Dr. Bikramjit Rishi

    Submitted By
    Group 3

    Section - E

    Members:
    Ankita Ram Gandhi (201831011)
    Himanshu Gupta (201831019
    Sagarika Nayyar (201831036)
    Sayed Sharzil Ali (201831042)
    Shubham Tiwari (201831045)
    Marico
    Marico Limited is one of India's leading consumer products companies operating in the
    beauty and wellness space. Empowered with freedom and opportunity, we work to make a
    difference to the lives of all our stakeholders - members, associates, consumers, investors and
    the society at large. Currently present in 25 countries across emerging markets of Asia and
    Africa, Marico has nurtured multiple brands in the categories of hair care, skin care, edible
    oils, health foods, male grooming, and fabric care. Marico's India business markets household
    brands such as Parachute, Parachute Advanced, Saffola, Hair & Care, Nihar, Nihar Naturals,
    Livon, Set Wet, Mediker and Revive among others that add value to the life of 1 in every 3
    Indians. The International business offers unique brands such as Parachute, HairCode,
    Fiancée, Caivil, Hercules, Black Chic, Isoplus, Code 10, Ingwe, X-Men and Thuan Phat that
    are localized to fulfil the lifestyle needs of our international consumers. Charting an annual
    turnover of INR 63 billion (Financial Year 2017 - 2018) across our portfolio, Marico's
    sustainable growth story rests on an empowering work culture that encourages our members
    to take complete ownership and make a difference to the entire business ecosystem.

    Saffola
    Saffola is a health care brand which brings to you a range of everyday Heart Healthy Foods
    and Services that are easy, effective and enjoyable so that they easily integrate into your
    lifestyle. For the last years, Saffola life has been creating awareness about heart health and
    inspiring people to heave a healthy lifestyle for a healthy heart. At Saffola, we understand
    that each one of you have your own way in which you blend health into your lifestyle. We
    encourage and applaud your actions to discover your own ways of being fit & heart- healthy,
    so that health becomes not only a journey, but a sustainable part of your life.

    Market Size

    According to data from market research firm Euromonitor International, the edible
    oil category, which had overtaken dairy to become the largest packaged food segment grew
    25.6 per cent to cross the Rs 1.3 trillion mark in 2017. This is the first time any packaged
    food category has crossed the Rs 1.3 trillion mark. Edible oil, is expected to maintain a
    healthy rate of 9 per cent.

    Competitors
    1. Fortune
    2. Dhara
    3. Nature Fresh
    4. Sundrop
    5. Sweekar
    6. Sampriti

    Factors that affect consumer behaviour are:


    1. Price
    2. Quality
    3. Size of pack
    4. Advertisement
    5. Package design
    6. Health consciousness

    Edible Oil Market: Segmentation

    The market for edible oil can be segmented on the basis of type, end-users, and geography. In
    terms of type, the market can be classified into palm oil, canola oil, olive oil, sunflower oil,
    specialty blended oil, and corn oil. Increasing consumption of fried foods has significantly
    increased the demand for edible oils. Based on end-users, the marker for edible oil can be
    divided into food processor, food service, and retail. Improving living standards, changing
    dietary habits, and increasing consumer preference for healthy edible oil supporting the growth
    of the global edible oil market.
    Geographically, the market for edible oil can segments into different regions such as Europe,
    the Middle East and Africa, Latin America, North America, and Asia Pacific. Developing
    countries such China and India are the major market for edible oil. China is one of the leading
    consumer of edible oil across the world followed by Europe.

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