company information sector information finance information

1. PRESENTED BY: ADARSH INGLE
UID - 2019-1709-0001-0001

2. SECTOR INFORMATION
 Fast moving consumer goods (FMCG) are the 4th largest sector in the Indianeconomy.
 There are three main segments in the sector – food and beverages which accounts for 19 per
cent of the sector,
 healthcare which accounts for 31 per cent and household and personal care which accounts
for the remaining 50%.
percentage
19%
50%
31%
food and beverages
healthcare
Personal care

3. GROWTH IN FMCG SECTOR
 The FMCG sector has grown from Rs 2,20,852.4 crore (US$ 31.6 billion) in 2011 to Rs 3,68,669.75
crore (US$ 52.75 billion) in 2017-18.
 The sector is further expected to grow at a Compound Annual Growth Rate (CAGR) of 27.86 per cent
to reach Rs 7,24,759.3 crore (US$ 103.7 billion) by 2020. The sector is projected to grow 11-12 per
cent in 2019.
 It witnessed growth of 16.5 percent in value terms between June–September 2018; supported by
moderate inflation, increase in privateconsumption and rural income.
 FMCG’s urban segment is expected to have a steady revenue growth at 8 per cent in 2019 and the
rural segment is forecasted to contribute 11-12 per cent of total income in 2019.
REASONS FOR GROWTH
Growing
demand
Huge
investment
Attractive
oppurtunities

4. COMPANY OVERVIEW
• Marico Ltd is one of India's leading consumer
goods companies providing consumer products
and services in the areas of health, beauty and
wellness.
• It is headquartered in Mumbai, Maharashtra
• It is present in over 25 countries across emerging markets in Asia
and Africa.
• Parachute is the most sold hair oil by Marico.
 HARSH MARIWALA
 MANAGING DIRECTOR OF
MARICO

5. CATEGORY PRODUCTS
HAIR OIL PARACHUTE, HAIR & CARE, SHANTI AMLA, NIHAR,
LIVON
HAIR CARE AFTER SHOWER, SILK & SHINE, MEDIKER, OILOF
MALABAR
FOOD AND EDIBLEOIL SIL, SAFFOLA, SWEEKAR OIL
SKIN CARE KAYACLINIC, SUNDARI, MEDIKER, MANJAL
DEODRANTS SET WET, ZATAK, REVIVE, XMEN
PRODUCT PORTFOLIO

6. WEAKNESS
-Largely dependent on Saffola
and parachute brands.
-Limited Global Presence
STRENGTH
Massive Distributionnetwork
-Strongpresence in Asia and
Africa
-StrongFinancialPerformance
-Advanced Quality Check
Systems
THREATS
-Disruption in Fmcg Sector
-Political Risks
-Competition
-Foreign Currency Exposure
OPPORTUNITIES
-StrongEconomicIndications
-GST Implications Benefits
-Promising growth in Rural
Markets
-Organic/Inorganic Growth
Opportunities
SWOT ANALYSIS STP

7. COMPETITORS ANALYSIS
Dabur India is the biggest
rival of Marico. DaburIndia
was founded in 1884, and
its headquarters is in
Ghaziabad, UttarPradesh.
Dabur India operates inthe
Household Products
industry. Dabur India has
5,461 more employees
than Marico.
HUL is Marico's #3 rival.
HUL was founded in1933
in Mumbai,Maharashtra.
HUL is in the Personal
Services industry.HUL
generates $3.7Bmore
revenue than Marico
Emami has been one of
Marico's top competitors.
Emami is a Public company
that was founded in
Kolkata, West Bengal in
1974. Emami competes in
the Consumer Goods
industry. Emami has 1,609
more employees vs.
Marico

8. PRODUCT INFORMATION
 Saffola is a health care brand which brings to you a range of everyday Heart
HealthyFoods and Services that are easy, effective and enjoyable so that
they easily integrateinto our lifestyle. For the last years,
Saffolalife has been creating awareness about heart health and
 Inspiring people to have a healthy lifestyle for a healthy heart. At Saffola, we
understand that each one of us have our own way in which we 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

9. SWOT ANALYSIS

10. MARKETING MIX
PRODUCT:
 Marico is one of India’s top FMCG companies focused on health and beauty products. The brand width in
Marico marketing mix deals with hair oil, hair care, edible oil, deodorants, personal wash and fabric care
categories. Marico’s brand portfolio can be divided into two segments, viz . The Indian brands of Marico
include Parachute, Nihar, Set Wet (deodorants and hair gel), Zatak, Livon, Medicare, Saffola (oil, oats,
Active, Fit, etc.), Revive instant bleach and Manjal.
PRICE:
 Marico has a wide product range in a competitive market and hence has a diverse price range. For most of
its brands Marico followed the strategy of entering markets that have low competition and emerged as
leader in them, like hair oils, edible oil, etc. But recently Marico has found itself in a competitive scenario as
it entered deodorants, hair style Patanjali’s ng, fabric conditioners, breakfast cereals, skin care, etc. Also,
other FMCG giants have focused again on ayurvedic and natural products segment with recent entry in the
industry.
PLACE:
 Marico is present in more than 25 countries. It acquired Nihar in India, Fiancee & Hair code in Egypt, Black
Chic and Hercule s in South Africa. The distribution of Marico products in the Financial year 2015-16
increased by 8% and 6% in rural and urban sectors respectively. Major increase in Value added Hair Oil
segments in rural segments. Sale in urban stores grew at 11%.

11. PROMOTION
 The promotional and advertising strategy in the Marico marketing strategy is asfollows:
Marico is known for its promotions, the fact has it has won plethora of medals and awards for its varied
promotion campaigns is proof enough. Some of the ongoing campaigns of Marico are:
 Nihar- Dikho Khoobsurat, Karo Khoobsurat
 Nihar- #I am capable
 Saffola life- #protectherheart
 Saffola Masala Oats- Chef’s Choicecampaign
 Parachute Advanced - #KhulKeKheloHoli
 X Men for Boss, Vietnam
 Hercules Smart School Campaign in South Africa.
 Marico is also known to rope in a lot of celebrity for its endorsements like Vidya Balan for Nihar,
Ranveer Singh for Set Wet and Deepika Padukone for Parachute are some examples. Hence, Marico
marketing mix is covered above.
STP

12. PLC

13. ORGANISATION STRUCTURE
CEO
Project
manager
Production
unit
Marketing
unit
HR unit
Finance
unit
Marketing
manager
HR
Manager
Finance
manager
Production
manager

14. SELECTION PROCESS
TRAINING AND DEVELOPMENT
Since Marico firmly believes that learning is maximized on the job, the program offers 3 months of
on-the-job training, where each ET is assigned a particular role and a specific mentor.

15. Gross ProfitMargin 20.077
Net Profit Margin 19.14
Direct Costs 3778
Indirect Costs 1669
WorkingCapital 1001
Debt Equity Ratio 1.008
FINANCIAL RATIOS