2. INTRODUCTION
The company was founded in 1857 By Kanji Morarji and
is headquartered in Mumbai ,India.
Marico Limited, together with its various consumer goods
and services in India, the Middle East, Asian countries,
Egypt, and the United States.
The company provides coconut oils, edible oils, hair oils
and other hair care products, fabric care products,
processed foods, soaps, and baby care products, as well as
skin care and ayurvedic products.
3. VISSION & MISSION
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
MISSION 2020
The Marico Innovation Foundation’s mission is to provide
the nation with first: a belief that Innovation is possible
and is the way to leapfrog India into the center stage of
global business leadership, and second: a framework to
leverage innovation for quantum growth.
4. Elements of Brand Architecture
Brand Portfolio
Portfolio Roles
Brand market context roles
Brand portfolio structure
Portfolio Graphics
5. What is Brand Architecture?
Brand Architecture is the vehicle by which the brand
team functions as a unit to create synergy, clarity and
leverage.
The Brand Architecture for a firm tells marketers
which brand names, logos, symbols, & so forth to
apply which new & existing products.
Brand Architecture defines both brand boundaries &
brand complexity.
8. PRODUCT-MIX
BRANDS TARGETED CUSTOMER'S
PARACHUTE •Primary Target Women Of All Age's
PARACHUTE
ADVANCED •Young Girls (College & School Going)
HAIR & CARE •Appealing To Both Men & Women of All Age's
•Primary User the Young Age Group
SHANTI AMLA •Customer Looking for Value for Money
(H.OIL+Badam)
SILK & SHINE •Primary Target Female Of age 18 – 34
AFTER SHOWER •Primary Target Young Males 18 – 34
MEDIKER •Young Children Age Group 3-13 (Due to Lice
Problem)
SWEEKAR •Primary Target Housewives (Due to
Economic+Healthy Life for Family)
SAFFOLA •All Health Conscious Consumers (Specially for
Heart
Patient's)
REVIVE •Housewives of Urban Area (Higher & Middle
Class).
9.
10. Brand Portfolio
Relationships within a brand portfolio
Single brand across organization- It is a situation were the
organization deal with a single brand for a long period of time
in an organization
Endorsed brands – Endorsed brands are :
example, Nestle,KitKat, Cadbury Dairy
Milk, Sony PlayStation or Polo by Ralph Lauren.
These brands include a parent brand - which may be acorporate
brand, an umbrella brand, or a family brand- as an
endorsement to a sub-brand or an individual, product brand.
The endorsement should add credibility to the endorsed sub-
brand in the eyes of consumers
11. House of brands - A house of brands refers to a branding strategy
in which a parent company is home to multiple distinct brands.
In a house of brands, the individual brands are more widely
recognized than the overarching brand.
A house of brands helps consumers to recognize the name of the
company, & the various sub-brand.
Each individual brand has its own unique identity, while the brand
identity of the parent company is virtually invisible to the
consumer.
A house of brands can be contrasted with the Branded House, in
which the company itself is the dominant brand, with individual
products or services taking a secondary role
12. MARICO BRAND PORTFOLIO
HAIR OIL
CATEGORY
PARACHU
TE
HAIR &
CARE
SHANTI
AMLA
HAIR CARE
CATEGOR
Y
SILK &
SHINE
MEDIKER
EDIBLE OIL
CATEGORY
SAFFOL
A
SWEEKA
R OIL
OTHER
PRODUCTS
REVIV
E
SET
WET
ZATA
KAFTER
SHOWER
13. Portfolio Graphics
Logo – Logo is the identity of the Brand. The customers
identify the product on the basis of the logos of the brand.
Visual presentations – The second most important point of
the portfolio graphic is visual presentation.
The customers gets attracted towards the product on the
basis of the packaging of the production & on the basis of
this the product is sold in the market.
14. Characteristics of the ideal brand portfolio
Fits the company’s future vision and destination
Prioritizes markets and key segments
Efficiently covers those priority segments
Ruthlessly prunes out those that do not fit
Fills gaps through new or extended brands and
acquisitions.
15. Major mistakes in portfolio management
Too many brands in too many segments: there may
be too many brands in relation to consumer needs,
retailer space and company ability to promote
Duplication and overlap
Gaps in priority market segments
Inefficiencies in operations and the supply chain
Diffused and therefore ineffective resource
allocation.
16. Why managing a brand portfolio is Important
Resource
Growth
Efficiency
Leverage
Clarity
17. Why managing a brand portfolio is
Important
Resources
Resources can be utilize optimally
We can come to know that how much resource can be needed
to produce one product
Growth
Clear prioritization of future focus by major market
Prioritization by brand and product
Concentration of spend on priority market, brands and products
Operational cost savings through simplified business
Disposal of brands which don’t fit
Gap filling by product development and acquisition
18. Efficiency
Helps to know the efficiency of the organization to produce
number of products in a given period
Clarity
It helps the customer, the clarity as in which brand to purchase
Leverage
Leverage is commonly used in a metaphorical sense. For example,
as a frequently used business or marketing term, leverage is any
strategic or tactical advantage, and as a verb, means to exploit such
an advantage, just as the use of a physical lever gives one an
advantage in the physical sense.
19. Examples of portfolio analysis
BCG Matrix
Analyzing Brand
Marico
Star – Parashute,
Saffola, Revive
Question mark – Hair
& Care
Cash Cow – Zatak,
Livon, Set Wet,
Dog – Mediker,
Manjal
21. BUSINESS LEVEL STRATEGIES
Early entry in business
Accurate demand forecasting
High capacity utilization
Focus on emerging markets of Asia & Africa
Operates in Geographic hubs leading to supply chain and
media synergies
Price based compition is so serve that cost becomes an
important factor.
Company make product for skin is Kaya Skin Care these
is so nuch differentiation to other.
Night cream is PARASHUTE NIGHT REPAIR CREME
22. STRATEGIES
CORPORATE LEVEL STRATEGIES
Emphasis on providing value goods to consumers,
Joint venture and acquisition with players like Hll, adani
& sundari.
Sustained expansion in capacity to meet the growing
demand of Edible oil in India.
Diversify geographic footprint, and enhance scale and
reach of operations.
23. FUNCTIONAL LEVEL STRATEGIES
Widespread distribution network.
Strategy of PARASHUTE product on popular and
premium range products.
24. Suggestion
Marico is the leading industry in FMCG sector in
edible oil,beauty n health care segment in India but can
also target other segments.
Pay attention towards R & D.
Adopt the expansion strategy.
Increase the Export.
Increase the brand image Shanti Amla & Nihar
Promotion Policy
25. Conclusion
Company Marico has strong and long term association
with the retailer's in rural area's .
Parachute is the most satisfied Brand/product,
followed by Saffola, Silk & Shine Hair & Care, and
Sweekar Edible Oil & after Shower Gel.
