Marico Bangladesh Limited is amongst the top 3 FMCG MNC companies and a trusted brand

in beauty and wellness space in Bangladesh. The company touches the lives of 1 out of
every 2 Bangladeshis with an array of brands in various categories, including hair
nourishment, edible oil and male grooming, through a strong distribution network that
reaches
more
than
790,000
outlets
throughout
the
country.
Its
flagship
brand, Parachute completed its journey of 12 successful years in Bangladesh, with an evergrowing base of loyal consumers in October 2013. The brand has been amongst top 10 most
trusted brands continuously since 2009 and was awarded the title of "Best Brand" by
Bangladesh Brand Forum and Nielsen in 2011. Over the years, the company has
strengthened its brand portfolio, most notably through the expansion of its VAHO (Value
Added Hair Oil) segment. The VAHO segment now consists of several popular brands such
as Parachute
Beliphool
Lite, Parachute
Advansed, Parachute
Cooling
Hair
Oil and Nihar Marico Bangladesh Limited also leads the powdered hair dye market with
the Hair Code brand.The company continued to diversify its portfolio with the introduction of
Saffola Active (a healthy edible oil) and Set Wet Deodorants in 2013.

Our journey in Bangladesh is as follow:

Incorporated in 1999
Started operations in 2000
Marico Bangladesh listed on Dhaka and Chittagong Stock Exchange in 2009
Launched Haircode Hair Dye in 2009 and achieved a market share of over 15% in its first
year
Lauched Parachute Advansed Cooling Hail Oil in 2011
Started bottling at Mouchak, near Gazipur in 2002 and copra crushing manufacturing in
Mahona, Bhavanipur in 2012
Launched Saffola Active Edible Oil, Livon Silky Potion, Set Wet Deodorants and Livon
Launched Nihar shanty Badam amla and Hair Code Keshkala in 2014
Company Vision:
To be the market leader.
Company Mission:
The vision will be achieved by Maricos business model is based on focused growth across all its brands and territories
driven by continuously improving value propositions to consumers.
Market expansion and widening of retail reach
Marico aims to be the leader in each of the businesses; by heightened sensitivity to
consumer needs, setting new standards in the delivery and quality of products and services
through processes of continuous learning and improvement. They want to improve the
quality of peoples lives in several parts of the world, through branded fast moving
consumer products and services in Personal and Health Care sectors. They shall offer brands

that enhance the appeal and nourishment of hair and skin through distinctive products and
services based on the goodness of coconut.

Objectives of Marico Bangladesh limited

Marico Bangladesh Limited other natural substances and the underlying science of hair
care and skin care. They shall make available brands that contribute to healthy living
through, both products drawn from agriculture offered in natural or processed forms, and
services. They shall develop, in parts of the world beyond the Indian Subcontinent, a
franchise for our branded products and services. They shall aim to be a leader in each of
our businesses through heightened sensitivity to consumer needs, setting up of new
standard sin the delivery and quality of products and services and processes of continuous
learning

and

improvement. They

shall

share

our

prosperity

amongst

members,

shareholders and associates, who contribute in improving our equity and market value. We
shall acquire the stature of a friendly corporate citizen, contributing to the betterment of
neighborhood communities, where we are significantly present.

Product List:
1. Parachute Coconut oil: "Parachute" is the epitome of "purity" and "quality" in
Bangladesh. Made from the finest coconuts in automated machines, Parachute Coconut
Oil currently leads the branded coconut oil market of the country. With its newest
avatar in the true blue bottle, the oil is now available in more than 7 lac retail outlets
catering to peoples needs across the nation.
2. Parachute Advansed: A range of products in hair care and skin care categories that
stand for care, nurturance and beauty.
3. Nihar Naturals Shanti Badam Amla: Nihar Naturals Shanti Badam Amla Hair Oil
(NSA) caters to the hair care needs of modern women. Unlike ordinary Amla hair oil,
NSA Hair Oil is enriched with the power of 3 ingredientsAmla, Almond and Vitamin E,
that gives (you) stunning hairstronger, thicker and shinier.
4. Livon Silky Potion: Livon Silky Potion puts an end to tangled, dry and unmanageable
hair. It promises protection of cuticle with its unique 'Cutisoft' Formula. The CutiSoft
Formula softens the cuticle by forming a coat on the hair strand and sealing in the
moisture with a layer of protection giving you silky, smooth and manageable hair.This
unique post-wash serum is also enriched with Vitamin E to nourish your hair.
5. HairCode: HairCode is the leading Hair Dye in Bangladesh. HairCode powder is
enriched with the goodness of herbal ingredients like Hibiscus, Amla and Henna. Gives
100% grey coverage, naturally.
6. Saffola Active: The lifestyle and dietary choices we make every day makes it prudent
to choose not only the right amount of oil, but also ensure that we use an oil of the

best quality. At Saffola, we always strive to provide only the best in class quality and
hence we choose to benchmark our products, not with other cooking oils but with the
best advancements in heart care. The result is cutting-edge scientific solution that
delivers like no other. Every drop of Saffola is not just oil but high science that your
family's heart truly deserves.
Saffola Active has been introduced as the only blended edible vegetable oil. Saffola
Active provides a balance of fatty acids with additional benefits of Omega 3. Omega 3
fatty acids are associated with many health benefits. Additionally, antioxidant
properties of Oryzanol and Vitamin E in Saffola Active helps reduce cholesterol levels.
Saffola Active is a unique blend of 80% refined rice bran oil and 20% soybean oil, now
fortified with Vitamin A.
What makes Saffola a product of High Science?

Multi-seed Technology ^^ gives you goodness of two oils in one.

The Nutri Lock Technology protects the natural goodness of the oil.
Losorb Technology** ensures a lower absorption of oil in your food ^.
With Antioxidants: gives you the power of 5 antioxidants

1-5#:
Source: Orthoefer. Rice bran oil Bailey's Industrial oil's and fat products 6th
edition. Volume 2 edited by Fereidoon Shahidi. 2005. Rukmini et.al. J Am Nutr
10 pp. 593-601. 1991.
Codex Stan 210-1999
Rice bran and its main components: Potential role in the management of
coronary risk factors. (Current Topics in Nutraceutical Research Vol. 3, No. 1,
pp. 29-46, 2005)
Antioxidant activity of Phytosterols, Oryzanol, and other Phytosterol
Conjugates (JAOCS, Vol. 79, no. 12 (2002))
Eur Food Res Technol (2006) 223: 775779
7. Parachute Advansed Body Lotion: Parachute Advansed Body Lotion is uniquely
crafted with the goodness of Coconut Milk & 100% Natural Moisturisers. It penetrates 4
layers deep into the skin and nourishes from within, keeping skin moisturized for 24
hours, and leaving you with irresistibly soft & smooth skin.
Parachute Advansed body lotion now comes in following variants to meet your
year long skin care needs.
Parachute Advansed Deep Nourish The variant that gives skin extra
nourishment and is an intense moisturizing solution for protection in the dry seasons.
Parachute Advansed Summer Refresh The new variant contains cool mint
extracts with coconut milk, keeping skin refreshed & soft during sunny shiny days. Its
double sunscreen component provides protection against the harsh sun, resulting in
the perfect solution for all your skin needs.
8. Set Wet: Set Wet, a male grooming masterbrand, has always played to win. It revels in
changing norms, uncovering new ways to play and taking users on a journey never to
be forgotten. Set Wet is a brand with an agenda of making men feel great again by

bringing back confidence in them. Set Wet plays a key role by standing by the man of
today, showcasing the very best of him to boost his confidence and self-esteem. The
brand partners him in putting up a show to gain admiration from peers and women in
particular. So that the next time he looks into the mirror, he sees a playful, joyful
version of himself, smiling back at him. It champions the idea that the way to impress
the modern woman lay not in being regressive and stereotypical, but in enhancing and
putting on display their innate playful, sexy, charming side.

SWOT Analysis: Now we discussed the SWOT analysis of MARICO Company. At first we
describe about strength of the company and so on.
Strength:
Brand Image: Firstly, MARICO has stayed in the local market in Bangladesh for many
years. So they are so experienced and stationed in peoples mind deeply. Everyone in
Bangladesh is aware of MARICO. MARICO portrays different kinds of products which are
already exist in the market and people like it. So there is strong brand preference for
MARICO over other substitutes in the mind of a number of consumers.
Superior Quality Control Measures: MARICO maintain and control the superior quality of
the product. It is the policy of agricultural marketing company limited to market products
of consistent quality at home and abroad as per would standards produced by in
accordance with good manufacturing practices.
Integrity: MARICO believes success depends upon the quality and value of their products
by providing a safe, wholesome economically efficient and a healthy environment for their
customers and by providing a fair return to their investors while maintaining the highest
standards of integrity.
Market Share: Because of the variety of the product MARICO leads in the share market and
increasing the market share.
Customer Satisfaction: Whenever MARICO exist in the market, that time customer
consumed their product. They launch different kinds of product and the price of the
product is measurable. So the customer satisfied with the MARICO product.
Weaknesses:
Limited Decision Taking Capacity: The MARICO Company is existing under the rules and
regulation of agricultural marketing company limited. So MARICO cannot take any instant
decision to adjust the sudden market changes.
Price Disadvantage: Sometime price of the product may be varying because of raw
material. Because the price of the raw material which is also the key ingredient of their
product line, is comparatively expensive than that of their competitors in Bangladesh
especially the emerging ones. So this makes them sell their products at a higher cost than
most of their competitors.
Lowest Per Capita Consumption: Bangladesh has the lowest per capita consumption in
the entire world. So upper class and middle class can bear the MARICO product but the
lower class people cannot bear it.
Lack of Geographical Coverage: Sometime the MARICO product cannot reach in the
definite geographical area because of lack of communication.
Opportunities:
The agriculture sector is the largest contributor to GDP. So MARICO produced canned fruit
and vegetables, mushrooms etc. and it is the part of agriculture. So its an opportunity to
contribute to GDP.
The crop production system is highly labor intensive and there is an abundance of labor in
the country.
Through the production of the MARICO product the employment opportunity is increased in
Bangladesh.
Through the production of the good product there is a great opportunity to attract the
foreign investors.
Company can develop the effective distribution system.
MARICO Company can make survey to make effective product.
Threats:
Uncertainty in receiving fair prices

MARICO mainly produced the agro- based product and most of the products are perishable.
So it has to be preserved system.
Inadequacy of appropriate technology.
Lack of required capital.
Decreasing market share.
Major prolonged economic depression.
Reduces the customer due to low quality of the product.