Saffola

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

1. BRAND MANAGEMENT Presented To – Prof. Vijay Prakash Anand

2. Presented By

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 E dible Oil I ndustry 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 I ndia

6. About Marico Ltd. Share price is Rs. 204.25 (volume – 380,501) C ompany 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 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,500ml) SILK N ‘ SHINE (3ML,18ml,50ml,100ml) REVIVE POWDER(50gm,200gm,400gm) REVIVE LIQUID(20gm,45gm,100gm,200gm,400gm) NIHAR NATURAL NATURAL PERFUMED COCONUT OIL SHANTI AMLA HAIR OIL COOLING OIL ALMOND HAIR OIL

10. 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

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

13. Suffola Oil Ad

14. Suffola Rice

15. Suffola Rice Ad

16. Suffola Oats Ad

17. Suffola Salt Ad

18. Suffola Cholestrol Management Ad

19. Saffola Muesli

20. Saffola Muesli Ad

21. Place V ery 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.

22. Suffola’s Supply Chain

23. PROMOTION

24. Any doubts??? Heart Age Finder

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

26. TOI and Saffola Ad

27. Television

28. World Heart Day Ad

29. BLINKING HEART

30. OTHER CAMPAIGNS

31. Dil Ka Haal Ad

32. Dil Jawan to Zindagi Alishan Ad

33. Young At Heart Ad

34. Heart Ok Please Ad

35. Saffola Competitions Salt

36. S alt Tata S alt Lite = Rs.21 Aashirvaad S alt = Rs.14 Annapurna Iodine = Rs.11 Soffola S alt Plus = Rs.21

37. O il

38. O il Dhara health = Rs.92 Sun drop heart = Rs.154 Saffola G old = Rs.135

39. R ice

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

41. Segmentation Targeting Positioning

42. Segmentation

43. Targeting

44. Targeting

45. Positioning

46. Positioning

47. Competitive Factor

48. Future Strategies

49. Brand Equity of S u ffola

50. Saffola’s New M antra O f M arketing

51. 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

52. 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 ).

53. 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.

54. 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

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

56. 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

57. Sales and volume of S affola and Sweekar Oils

58. Product Life C ycle