FMCG sector analysis, Marico company analysis, Product offered by Marico, Financial analysis of the company, Marketing perspective etc.

2. FINAL PROJECT :
SEMESTER 1
MARICO LTD – SET WET
PREPARED BY: RINSHI SINGH
DIVISON: PGDM 4
BATCH: 2017- 2019
PRN: DM17D38
SEMESTER 1

3. FMCG SECTOR
• FAST-MOVING CONSUMER GOODS (FMCG) SECTOR IS THE 4TH LARGEST SECTOR
IN INDIAN ECONOMY WITH HOUSEHOLD & PERSONAL CARE CONTRIBUTING 50 %
OF FMCG SALES IN INDIA.
31.6 33.3 35.7 38.8
43.1
49
57.4
68.4
83.3
103.7
2011 2012 2013 2014 2015 2016 2017 2018F 2019F 2020F
Trends in FMCG Revenue over the years
(US$ billion)
REVENUE
60%
40%
MARKET SHARE
URBAN
RURAL
23%
19%
15%
7%
5%
6%
16%
9%
Revenue share
Haircare
Foods
Oral care
Digestives
Skin care
Home care
Healthcare Supplements
OTC & Ethicals

4. GROWTH DRIVERS
FMCG GOWTH
FACTORS
GROWING
DEMAND
STRONG
DISTRIBUTION
CHANNEL
ATTRACTIVE
OPPORTUNITY
GROWING
RURAL
MARKET
POLICY
SUPPORT
EVOLVING
CONSUMER
LIFESTYLE
Competitive
Rivalry
HIGH
Buyer's
Power
HIGH
Supplier's
power
LOW
Threat of
substitute
HIGH
Threat of
New
Entrants
MEDIUM
POSITIVE IMPACT
NEGATIVE IMPACT
NEUTRAL IMPACT
PORTERSFIVE FORCES MODEL

5. COMPANYSNAPSHOT

6. PRODUCT PORTFOLIO
SET WET PRODUCTS
PARACHUTE HAIR OILPARACHUTE BODY
LOTION
NIHAR HAIR OIL LIVON SEERUM
SAFFOLA PRODUCTS
REVIVE
HAIR CARE OIL
MEDIKER

7. STRENGTH
Massive Distribution Network
Strong Financial Performance
Brand& Regular Packaging Innovation
Ability to create niche segment
WEAKNESS
Limited Global Presence
Heavy dependence on monsoon
Largely depend on Parachute & Saffola brands
OPPORTUNITY
Growth in rural market
Brand Extension
GST implementation benefits
Target all age categories of customers
Strong economic indicator
THREATS
Political risks
Competition from unbranded & local products
Commodity Price fluctuations
Foreign Currency Exposure
SWOT ANALYSIS
MARICO- SWOT ANALYSIS

8. PRODUCT
CATEGORY
MARKET LEADER OTHER LEADING PLAYERS
HAIR OIL 30% 19%
SHAMPOO 47% 27%
ORAL CARE 54.9% 60% 14%
SKIN CARE 64% 12% 3%
FRUIT JUICE 60% 30%
MARKETINGMANAGEMENT
“SETWET”

9. MARKETING-STP OF ‘SET WET’
SEGMENTATION
GEOGRAPHIC
Available
throughout the
country(Tier
I&11 cities)
Both urban
and rural
areas.
DEMOGRAPHIC
SET WET products
are for men only
For the age goup-
15-40 years
Income more than
₹20,000p/m.
PYSCHOGRAPHIC
Style oriented
Hygiene
Oriented
Hair
conscious
BEHAVIORAL
Quality,
Economy
Loyal towards
the brand
Positive attitude
towards product
TARGETING
• Style & Hygiene Conscious people
• Tier I cities & Tier II cities
• Middle Income level people
• Age 15-40 years
POSITIONING
• Point of Parity(PoP)
• Point of Differentiation (PoD)
Source: PHILIP KOTLER and mbaskool.com

10. Strengths
1. Strong brand & presence.
2. Advertising , branding to target youth
3. Promotions and campaigns for luring customers
4. Grooming range like hair gel with which it is
pushed to increase sales
5. Popular ad campaigns on TV and print ads
instantly
Weaknesses
1. Only an urban market phenomenon
2. High pricing reduces the target market
3.Controversial advertising often leads to
legal issues
Opportunities
1. Limited Edition fragrances
2. Demographic & geographic shift lead to
more opportunity to increase market share
3. Push with other Marico products
Threats
1. Deodorants sales are seasonal.
Maximum sales happen in the
summer months (April to September)
2. Competition from Premium
Segment Deodorants like Burberry,
SWOT analysis of
SET WET
SWOT ANALYSIS- “SET WET”

11. INTRODUCTI
ON
GROWT
H
MATURIT
Y
DECLIN
E
SET
WET
MARKETING- PRODUCT LIFE CYLCE (SET WET)

12. • See wet gel
• Set Wet do
• Set Wet beard gel
• QUALITY- FSSAI APPROVED
Listed Price:
• Gel & Beard Gel- 50ml
@₹50/-, 100ml @85/-,
250ml @₹115.
• Deo- 150ml @ ₹150-
₹198.
• Payment Method: Both
cash & digital payments
Trade Channels:
• Departmental Stores,
Super Market, Hyper
Market,
• Online platforms (Big
Basket, Amazon, Snap
deal, Nykaa)
• Specialty Stores.
• SALE PROMOTION:
PROMOTED BY
BOLLYWOOD’S STUD
ICON, RANVEER SINGH
• TV ADS, NEWSPAPER
MARKETING MIX- SET WET

13. FINANCE – PROFIT MARGIN
Company
Name
Years Net Sales
(In Rs. Cr.)
Net profit
(In Rs. Cr.)
Net Profit Margin
(In Rs. Cr.)
MARICO
March17 5,936 799 13.46%
March16 6,024 711 11.8%
March 15 5,733 573 9.99%
March 14 4,687 481 10.26%
Company
Name
Years Net Sales Gross Profit Gross Profit Margin
MARICO
March 17 5,936 892.05 18.39%
March 16 6,024 767.83 15.52%
March 15 5,733 607.15 12.97%
March 14 4,687 512.23 13.91%
Net Profit Margin
Gross Profit Margin

14. FINANCE – DEBT EQUITY RATIO
• DEBT EQUITY RATIO= DEBT/ EQUITY*100
• DEBT= LONG TERM LOANS + SHORT TERM LOANS
• EQUITY= SHAREHOLDERS FUND
• DEBT RATIO FOR 2017 = 0.04
• DEBT RATIO FOR 2016 =0.01
OPERATING PROFIT
Company Name Year Operating Profit Net Sales Operating Profit Margin
Marico
2017 1,157.52 5,936 19.5%
2016 1,054.2 6,024 17.3%
2015 871.41 5,733 15.2%
2014 749.92 4,687 16%

15. HUMAN RESOURCE – ORGANIZATIONAL
CHART
CEO
VP
OPERATIONS
FINANCE
MANAGER
FINANCE
EXECUTIVE
FINANCE
EXECUTIVE
OPERATION
MANAGER
EXECUTIVE EXECUTIVE
VP SALES
MARKETING
MANAGER
MKT
EXECUTIVE
MKT
EXECUTIVE
SALES
MANAGER
SALES
EXECUTIVE
SALES
EXECUTIVE

16. HUMAN RESOURCE – EMPLOYEE BENEFITS
Benefits
Health &
Wellness
Insuarnace
Health
Disabilty
Life
Financial
Pension Plans
Retirement Plans
Performance
Bonus
Family &
Parenting
Work from Home
Childcare
Maternity &
Paternity Leave
Vacation & Time
Off
Sick Leave
Vacation & Paid
Time Off
Bereavement
Leave
Professional
Support
Diversity
Program
Job Training &
Tution
Apprenticeship
Program

17. HUMAN RESOURCE - RECRUITMENT
INTERNAL SOURCES
• RECALL
• PIPELINE
• PROMOTION
• TRANSFER
• INTERNAL JOB POSTING
EXTERNAL SOURCES
• MONSTER
• SHINE
• CAMPUS RECRUITMENT
• JOB CONSULTANCY
• MARICO CAREER RECUITMENT

18. TRAINING METHODS
ON & OFF THE JOB TRAINING:
• PRODUCT PROGRAM
• CUSTOMER CARE
• DEALERSHIP MANAGEMENT
PROGRAM
• EXECUTIVE TRAINEE PROGRAM
• MANAGEMENT TRAINEE
PROGRAM
• SUMMER TRAINEE PROGRAM
• JOB ROTATION
PERFORMANCE APPRAISAL
• 360 DEGREE APPRAISAL
SYSTEM.
• ONLINE PROCESS TO MAINTAIN
CONFIDENTIALITY.
• PERSONAL DEVELOPMENT
PROGRAM(PDP)
• MBO (MANAGEMENT BY
OBJECTIVE)
• BARS
Source: www.marico.com
HUMAN RESOURCE - SELECTION PROCESS
Preliminary
Interview
Application
Form
Selection
Test
Employment
Interview
Medical
Examination
Reference
Checks
Final
Approval
Induction
Evaluation