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