Saffola
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Marico Ltd., established in 1987 and based in Mumbai, is a leading player in India's consumer goods sector, focusing primarily on edible oils and personal care products. The company, which operates in over 25 countries, boasts popular brands like Saffola and Parachute and has a significant presence in both urban and rural markets. Marico's innovative marketing strategies and wide distribution network have contributed to its substantial growth, with an international business seeing a CAGR of over 44% in recent years.
Saffola
- 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
- 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
- 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
- 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.
- 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
- 45. Segmentation
- 46. Targeting
- 47. Targeting
- 48. Positioning
- 49. Positioning
- 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