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    Analysis of Marico LTD

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    harish_rammohan
    The document provides an overview of Marico, an Indian FMCG company. It discusses Marico's value model, strategic marketing practices, competitive strategy analysis using SWOT and Porter's Five Forces, and STP analysis. It also outlines Marico's product strategy, portfolio of 32 products across categories like oils and hair care, and distribution channels. The document analyzes factors like industry competition and potential threats and opportunities for Marico.

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    Analysis of Marico LTD

    Uploaded by

    harish_rammohan
    394 views16 pages
    The document provides an overview of Marico, an Indian FMCG company. It discusses Marico's value model, strategic marketing practices, competitive strategy analysis using SWOT and Porter's Five Forces, and STP analysis. It also outlines Marico's product strategy, portfolio of 32 products across categories like oils and hair care, and distribution channels. The document analyzes factors like industry competition and potential threats and opportunities for Marico.

    Original Title

    Analysis of Marico Ltd

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    The document provides an overview of Marico, an Indian FMCG company. It discusses Marico's value model, strategic marketing practices, competitive strategy analysis using SWOT and Porter's Five Forces, and STP analysis. It also outlines Marico's product strategy, portfolio of 32 products across categories like oils and hair care, and distribution channels. The document analyzes factors like industry competition and potential threats and opportunities for Marico.

    Copyright:

    Attribution Non-Commercial (BY-NC)
    Download as PPTX, PDF, TXT or read online from Scribd
    Download as pptx, pdf, or txt
    394 views16 pages

    Analysis of Marico LTD

    Uploaded by

    harish_rammohan
    The document provides an overview of Marico, an Indian FMCG company. It discusses Marico's value model, strategic marketing practices, competitive strategy analysis using SWOT and Porter's Five Forces, and STP analysis. It also outlines Marico's product strategy, portfolio of 32 products across categories like oils and hair care, and distribution channels. The document analyzes factors like industry competition and potential threats and opportunities for Marico.

    Copyright:

    Attribution Non-Commercial (BY-NC)
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    You are on page 1of 16

    V An introduction to Marico

    V Value model addressed


    V Strategic marketing practices
    V Competitive strategy analysis
    SWOT
    Porter·s 5 Forces
    PIMS
    V STP Analysis
    V Product Strategy
    V Started out as with
    Parachute and Saffola as
    product offerings in 1988 Marico

    V 32 products today with a Consumer International


    Products Business Kaya
    turnover of À 26.6 billion (India) Group (FMCG)

    V Products across coconut


    Personal & Wellness &
    oil, hair oils, post-wash Nature Care New Products

    hair care, anti-lice


    treatment, premium
    refined edible oils, niche
    Fabric Care and skin care
    segments
    V Oelationship value model
    Strong brand loyalty
    Price rises have not affected market share or volume
    V Value exploration
    V Value definition
    V Value proposition
    V Value offering
    V Value delivery
    V Valued relationships
    V Value assessment
    Y    
    First mover advantage in many markets
    High cost capital
    Powerful brands
    Failure of product line e tensions
    Strong inventory control
    Lack of a diversified product portfolio
    Efficient distribution channel
    Lack of e tensive resources for e pansion
    Deep rural reach
    Economies of scale


      
    Growth in Indian Middle class
     
    E panding Market Size
    Increasing Competition from global players
    Opening up of Oural Markets
    Increasing commoditization of products
    Leverage on flagship brands to introduce
    products Entry of private labels
    V Industry competition: low
    V Potential entrants: low
    V Substitutes: low
    V Suppliers: low
    V Buyers: low
    1. Investment intensity (technology & chosen way
    doing business)
    2. Profitability
    3. Market position
    4. Growth of served markets
    5. Quality of product/service offered
    6. Innovation & Differentiation
    7. Vertical Integration
    8. Cost push (increase in wages, salaries, raw
    material prices, etc.)
    9. Current strategic efforts
    V Segmentation
    V Targeting:
    V Positioning: advertisements
    V Introduction
    - Single undifferentiated product: pure coconut oil
    - igh costs per bottle, low sales
    - Biggest challenge: unorganized sector
    - Category-awareness building

    V Growth
    - igher growth in sales, profits
    - Increasing competition from brands like Dabur, Bajaj
    Veola
    - Packaging and pricing innovation to penetrate the
    market
    V Maturity
    - Intense competition
    - Strong brand loyalty
    - Extension of flagship product line to introduce
    differentiated products like Parachute Advansed,
    Parachute
    Therapie, Parachute air Care etc

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