This Presentation is all about Saffola and its Marketing Strategy, Promotional aspects,STP,Branding and introduction of Marico......-:)

1. Presented To –
Prof. Vijay Prakash Anand

2. Presented By
Anurag
Yatish Mittal Alok Ranjan
Shukla
Sudhir Singh
Niharika Amit Yadav
Rajput
Vikrant
Arora

3. Marico Ltd.
Industry Consumer Goods
Founded 1987
Headquarters Bandra, Mumbai, India
Key People Harsh Mariwala
Products Edible Oil, Hair Oil, Skin &
Personal care, etc.
Revenue Rs. 4008.3 crore (USD. 757.57
million)
Employees 1000 (2010)
Website www.marico.com

4. Products of Marico

5. Overview of Edible Oil Industry
• India 4th largest edible oil consuming economy
after USA, China and Brazil
• India accounts for 9.3% of world oil seed
production
• Production of oilseeds & edible oil is far below
the requirement
• In 2007-2008, the country could produce only
about 8.2 million MT of edible oil.
• 35-40% of the demand had to be met imports,
it shows heavy reliance on Import
• High penetration of 90% in India

6. About Marico Ltd.
• Share price is Rs. 204.25 (volume – 380,501)
• Company has recently acquired the erstwhile
personal care business from Reckitt Benckiser.
• Marico now owns popular brands like Set Wet,
Livon, Zatak , and other personal care brands.
• Marico Innovation Foundation (2003)
• Presence in more than 25 countries (India, Egypt,
Vietnam, Bangladesh, South Africa, Malaysia, Middle
east)
• India’s first company which has opened it’s
manufacturing plant in Bangladesh (Industry wise)

7. Continue….
• Parachute, Saffola, Hair & Care, Nihar, Mediker,
Revive, among others, which occupy leadership
positions in most categories- Coconut Oil, Hair
Oils, Post wash hair care, Anti-lice Treatment,
Premium Refined Edible Oils, niche Fabric Care etc.
• Consumers: For they are the reason we exist
• Membership: For a sense of ownership empowers us.
• Excellence: For it unleashes our potential
• Wealth: For on it hinges our growth
• Innovation: For it gives wings to ideas

8. Product Line

9. HAIR OIL REVIVE
REVIVE
PARACHUTE POWDER(50gm,
200gm,400gm)
AFTER COOLING SCALP
JASMINE HAIR REVIVE
SHOWER OIL THERAPIES
OIL LIQUID(20gm
HAIR CREAM
ADVANCED AYURVEDIC ,45gm,100g
COONUT HOT OIL m,200gm,40
HAIR OIL 0gm)
NIHAR NATURAL
HAIR & CARE NATURAL PERFUMED
COCONUT OIL
HERBAL PROTIEN SHANTI AMLA HAIR
SILK N ‘ SHINE
HAIR OIL
(3ML,18ml,50ml,100ml)
OIL(50ml,100ml, COOLING OIL
200ml,300ml,500
ml)
ALMOND HAIR
OIL

10. SAFFOLA MEDIKER
NEW SAFFOLA ANTI LICE
SAFFOLA OIL SAFFOLA GOLD HAIR OIL
SAFFOLA TASTY
SAFFOLA ACTIVE
SAFFOLA SALT
ANTI LICE
SAFFOLA STRONG HEART SHAMPOO
SAFFOLA OATS
SAFFOLA BODY FIT KAYA CLINIC
SAFFOLA SKIN BEAUTY
FUNCTIONAL
FOODS
EVERY DAY
LAISER HAIR
SAFFOLA ARISE BASMATI RICE REDUCTION
PREMIUM GOLD
ANTI AGEING
THERAPY

11. Suffola
Health Benefits
• Suffola have ‘LoSorb Technology’, due to which oil gets
absorbed less, reducing oil consumption in your diet.
• Suffola oils are ‘Free of Trans fat’.
• Suffola contains Rice Bran Oil (RBO) which contains Heart
healthy nutrients .
• Suffola contains Safflower oil which is a colorless and
flavorless edible vegetable oil extracted from the seeds of the
safflower & well known for reducing cholesterol levels.

12. Suffola Oils
Suffola Suffola New Suffola
Gold Tasty Suffola Active
• 1Lt. – • 1Lt. – • 1Lt. – Rs. • 1 Lt.- Rs.
Rs. 135 Rs. 120 165 115
• 2 Lt.– Rs.
• 5 Lt.– • 5 Lt.– 330
• 5 Lt.- Rs.
Rs. 730 Rs. 605 • 5 Lt.– Rs.
550
810
• 15 Lt. - Rs.
2370

13. Suffola Oil Ad

14. Suffola Rice
SAFFOLA ARISE
BASMATI RICE
• 1 Kg. – Rs. 119
• 5 Kg. – Rs. 570
SAFFOLA ARISE
LONG GRAIN RICE
• 1 Kg. – Rs. 85
• 5 Kg. – Rs. 400 SUFFOLA ARISE
RICE
• 1 Kg. – Rs. 71

15. Suffola Rice Ad

16. Suffola Oats
200gms 400gms 1 Kg.
Rs.32 Rs.55 Rs.110
• 1 Kg.
Suffola Salt
Rs.21
Saffola • 1Kg. Rs.
Cholesterol
Management 109

17. Suffola Oats Ad

18. Suffola Salt Ad

19. Suffola Cholestrol Management Ad

20. Saffola Muesli
Lite & Natural
225 gms. Rs.99 400 gms. Rs.170
Nutty Crunch
225 gms. Rs.99 400 gms. Rs.170 25 gms. Rs.10
Fruit Rush
225 gms. Rs.99 400 gms. Rs.170

21. Saffola Muesli Ad

22. Place
• Very large existing distribution network.
• Marico Tried to place Saffola initially in High
value outlets.
• Further increased the reach of the product to
general stores.
• But most of the rural area is still untapped.

23. Suffola’s Supply Chain

24. PROMOTION

26. Heart Age Finder
Any doubts???

27. AWARENESS
• PRINT…
On 29th Sept TOI and Saffola delivered “One big
Birthday Party In A Newspaper

29. TOI and Saffola Ad

30. • Television

31. World Heart Day Ad

32. • BLINKING HEART

33. OTHER CAMPAIGNS

34. Dil Ka Haal Ad

35. Dil Jawan to Zindagi Alishan Ad

36. Young At Heart Ad

37. Heart Ok Please Ad

38. Saffola Competitions
Salt

39. Salt
• Tata Salt Lite = Rs.21
• Aashirvaad Salt = Rs.14
• Annapurna Iodine = Rs.11
• Soffola Salt Plus = Rs.21

40. Oil

41. Oil
• Dhara health = Rs.92
• Sun drop heart = Rs.154
• Saffola Gold = Rs.135

42. Rice

43. Rice
• Dawat basmati = 5kg - Rs.384
• Lal quilla = 5kg - Rs.770
• Kohinoor Basmati Rice ( Rozana ) = 5kg - Rs.335
• Saffola arise basmati = 5 kg - Rs.570

44. Segmentation Targeting Positioning

45. Segmentation

46. Targeting

47. Targeting

48. Positioning

49. Positioning

50. Competitive Factor

51. Future Strategies
Brand International
Extension Marketing

52. Brand Equity of Suffola

53. Saffola’s New Mantra Of Marketing
High on the Recall
List of the
Consumer
Consumer
Research

54. Milestones
1999 Acquire P&G anti-lice brand Mediker
2000 Acquire Kanmoor Foods for manufacture of jams, sauces and other
fruit and vegetable products.
2001 Acquire Parachute and Saffola brand from “BOIL”
2003 Acquire Sundari LLC from the USA, a manufacturer of ayurvedic
products.
2004 Introduce the Kaya Skin Clinics offering scientific, unisex and
dermatological procedures for skin care
2006 Acquire herbal bath soap brand Manjal from Kerala and made a
entry into soap markets.
2009 Awarded the NDTV Profit Business Leadership in the FMCG
(Personal Hygiene) Category
2010 Won ‘Silver’ at the Greentech Environment Excellence Award in the
FMCG Sector

55. Global Presence
• Today, Marico has a presence in over 25 countries across Asia
and Africa. Every month, over 70 million consumer packs from
Marico reach approximately 130 Million consumers in about
23 Million households, through a widespread distribution
network of more than 3.3 million outlets in India and
overseas.
• Marico's International Business Group (IBG) saw a 5 years top
line CAGR of over 44% in the year ending 2011, with an
organic CAGR of above 36% during the same period. Today,
IBG has an annual turnover of over USD 160 million. (2010-
11).

56. Presence In Bangladesh
• In 2002 Marico established a factory on foreign soil -
Bangladesh. Marico was the first Indian company to
have a manufacturing location in Bangladesh.
• In Bangladesh, Marico operates through Marico
Bangladesh Limited (MBL), a wholly owned
subsidiary with its manufacturing facility at
Mouchak, near Gazipur. This is an ISO 9001 certified
facility.

57. Presence In Bangladesh
• Started operations in 2000
• Marico is amongst the top 3 FMCG MNC companies
in Bangladesh
• Launched Saffola Gold, a premium edible oil, in 2010

58. Core Competence
• Market leadership
• Wide distribution channel- Access to rural market
• Converted commodity into product

59. Achievements
• Marico’s “Saffola Heart Day” campaign won a Bronze at Asia
Pacific Effie, Singapore 2008
• Kaya - Best retailer in the Beauty and Fitness category, India
Retail Forum, 2007
• One of India’s 10 Best Marketers
• Brand leadership award at the Brand Summit, 2006

61. Sales and volume of Saffola and Sweekar
Oils

63. Product Life Cycle