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
Products of Marico
Overview of Edible Oil Industry
India 4
th
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
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)
Indias first company which has opened its
manufacturing plant in Bangladesh (Industry wise)
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
Product Line
HAIR OIL REVIVE
PARACHUTE
AFTER
SHOWER
HAIR CREAM
COOLING
OIL
ADVANCED
COONUT
HAIR OIL
SCALP
THERAPIES
AYURVEDIC
HOT OIL
JASMINE HAIR
OIL
HAIR & CARE
HERBAL PROTIEN
HAIR
OIL(50ml,100ml,
200ml,300ml,500
ml)
SILK N SHINE
(3ML,18ml,50ml,100ml)
REVIVE
POWDER(50gm,
200gm,400gm)
REVIVE
LIQUID(20gm
,45gm,100g
m,200gm,40
0gm)
NIHAR NATURAL
NATURAL PERFUMED
COCONUT OIL
SHANTI AMLA HAIR
OIL
COOLING OIL
ALMOND HAIR
OIL
SAFFOLA
SAFFOLA OIL
SAFFOLA SALT
SAFFOLA OATS
SAFFOLA
FUNCTIONAL
FOODS
SAFFOLA ARISE
NEW SAFFOLA
SAFFOLA GOLD
SAFFOLA TASTY
SAFFOLA ACTIVE
SAFFOLA STRONG HEART
SAFFOLA BODY FIT
EVERY DAY
BASMATI RICE
PREMIUM GOLD
MEDIKER
ANTI LICE
HAIR OIL
ANTI LICE
SHAMPOO
KAYA CLINIC
SKIN BEAUTY
LAISER HAIR
REDUCTION
ANTI AGEING
THERAPY
Saffola
Health Benefits
Saffola have LoSorb Technology, due to which oil gets
absorbed less, reducing oil consumption in your diet.
Saffola oils are Free of Trans fat.
Saffola contains Rice Bran Oil (RBO) which contains Heart
healthy nutrients .
Saffola 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.
Saffola Oils
Saffola
Gold
1Lt.
Rs. 135
5 Lt.
Rs. 730
Saffola
Tasty
1Lt.
Rs. 120
5 Lt.
Rs. 605
New
Saffola
1Lt. Rs.
165
2 Lt. Rs.
330
5 Lt. Rs.
810
15 Lt. - Rs.
2370
Saffola
Active
1 Lt.- Rs.
115
5 Lt.- Rs.
550
Saffola Oil Ad
CHALLENGE
Retrospective

Transforming a brand
known for its health
benefits for heart
patients
Perspective

into an cooking OIL
brand that will be
consumed by all people
of all age groups.
PRELIMINARIES
BRAND IMAGE
1.Problem Solving
Brand

2.Higher PuFA (poly
unsaturated fatty
acid) used in
marketing efforts

3. Consumers
basically urban
dwellers above 45.

4. Heart Patients
forming the chunk of
customers base.

5. Costly and to be
taken on doctors
recommendation
Desired Brand Image
Healthy and Tasty Oil for entire family




92, The Ad Campaign played up the fear element and
established the heart specialist image.
Market shrunk in size
Only patients & 40+ age group


98, SAFFOLA TASTY was launched, because of shortage of
Safflower crop, but was advertised as a blended version
of Saffola with taste of Corn Oil.


The Saffola Ad-Journey

00, The launched an ad campaign focused on all
age groups healthy living
the timing was premature
as the health concern crowd
was still in its nascent stage,
so it again back fired.
04, they again went back to advertising saffola as
a supplementary measure against heart
disease minus the grave consequences.
The Saffola Ad-Journey
PROMOTION
Any doubts???
Heart Age Finder
AWARENESS

PRINT

On 29
th
Sept TOI and Saffola delivered One big
Birthday Party In A Newspaper
TOI and Saffola Ad
Television
World Heart Day Ad
BLINKING HEART