HOW MARICO SATISFY

ITS CONSUMER NEEDS

AND WANTS

ABOUT MARICO Marico Limited is one of India's leading consumer products companies

operating in the beauty and wellness space.

Currently present in 25 countries across emerging markets of Asia and Africa.

Marico has nurtured multiple brands in the categories of hair care, skin care, health foods, male grooming, and fabric care.

It has annual turnover of Rs. 47 billion (Financial Year 2013 - 2014) .

In addition to being a producer of consumer products the organization also operates Kaya Skin Clinic (of which (as of 2010) 81 exist in India, 13 in UAE) and 2 in Bangladesh. Marico recently acquired the aesthetics business, of the Singapore based Derma Rx Asia Pacific Pte. Ltd. (Derma Rx), under the Kaya portfolio.

The services are US FDA approved and tested in-house, and conform to the highest international quality standards. Kaya Skin Clinic has over 600,000 satisfied customers.

The company in recent years has been known for its foreign acquisitions in countries such as South Africa, Egypt and Singapore. Marico Ltd has reported 27.36% increase in net profit at Rs 157.72 crore for the first quarter ended June 30, 2013.

VARIOUS BRANDS OF MARICO Parachute

Saffola

Hair&Care

Nihar

Mediker

Revive

Kaya Skin Clinic

Livon

Set Wet

Zatak

Eclipse

X-Men

Hercules

Black Chic

CHARACTERSTICS OF

MARICO(FMCG)

Branding

Distribution Network

Contact manufacturing

Large Unorganized sector

FACTORS AFFECTING

CONSUMER BEHAVIOUR

Continued….. If we take an eg. Of a product ‘SAFFOLA’ from marico than

the factors affecting consumer behaviour can be understood

well-

CULTURE-India the country of festivals & fried food accepted

saffola because of its low fat .

SOCIAL- Factors such as family, status affects the usage

saffola gave different sizes in packaging such as 1ltr,5ltr.

PERSONAL-The lifestyle of people these days is full of

tensions and healthy food is the need, marico here gives

what consumer wanted healthy oil without compromising

taste.

PSYCHOLOGICAL-A consumer is highly motivated toward

the brand like saffola, & after years of usage is having a

learning that a brand is good

SUSTAINABILITY ANALYSIS

Marico’s sustainability efforts are aimed towards

conserving the:-

ecology

institutionalizing a ‘green mindset’ amongst

Mariconians

Marico has successfully implemented over 50 ideas in

areas of energy, water and paper usage reduction in last

2 years.

The ideas varied from process changes in

manufacturing to investing in equipment that would

reduce energy consumption reduced usage of plastic

FULFILLMENT OF COCONUT

DEMAND The demand for coconuts has continued to grow.

Indian manufacturer of health and beauty products, struggled to

source a supply of coconuts – either they had to deal with unreliable

middlemen, or establish relationships with hundreds of thousands of

individual pickers.

Marico asked coconut pickers to register their mobile numbers with

them, in return, each morning Marico sends those pickers a text

message with the price it’s willing to pay for coconuts, and the

pickers decide for themselves whether it’s in their financial interest to

fulfill Marico’s order.

Working directly with the pickers, Marico modulates the supply of

coconuts harvested to meet its demand with small variations price it

offers pickers.

No middlemen, no supply chain headaches, and no infrastructure.

Cont. This capacity for self-organization is one of the benefits of

pervasive markets. Marico advertises its need to the people capable

of meeting that need, and the web of communication and

connections does the rest.

It’s an ‘invisible hand’, of sorts, hard to distort or disrupt, and easy

to duplicate. Marico’s competitors for coconuts will need to make

sure they get the numbers of those pickers, so they can make their

own offer on some days, a competitor would want to wait until

after Marico’s sent their offer out, so they could better it.

USAGE OF DIGITAL MARKETING

Marico Uses Digital Marketing to Reach Out to Gen Next.

Chef Vikas Khanna’s some healthy recipes on YouTube channel with

Marico’s Saffola Masala Oats, promises the customers to be ‘The Fit

Foodie’. These interactive campaigns strike an immediate connect with the

audience. This is what you call the direct customer engagement or digital

marketing in real time.

It helps businesses to generate ROI, experience business growth and sustain

cut throat competition in this digital age.

It is now more important than ever to tap into demographic-specific,digital

content.

In traditional marketing channels suffer from a lag as there’s no

instantaneous communication.

As consumers are becoming IT savvy and mobility is getting more

penetration, the only way to reach out to the consumers is in the social and

digital way.

Having a coordinated customer experience will give insights into the user’s

buying patterns and online behavior.

MARICO’S INITIATIVE

It increases disribution channel by 60% in top metros.

The company started testing a new go-to-market strategy to generate

demand in Mumbai, which will be rolled out nationally in the next six

months.

Marico is also trying to double the growth in its portfolio of youth brands

like Set Wet, Livon and Zatak which it acquired from Paras

Pharmaceuticals Ltd two years ago.

All this as the company looks at chasing volume growth in the urban

market at a time when urban spending is expected to improve.