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Introduction About MARICO

Turnover Countries

Vision And Mission

History of MARICO

1988 - Incorporation on 13th October1989 - Changed name1995 - Acquired Brand SIL from KFL1997 Introduced two new Brands1999 - Relaunching and Introducing

Contd.. 2000 - Launching of Parachute Dandruff Solution 2001 Introduced Anti- Bacteria starch 2004 launches advertising campaign Saffola Gold 2007 Acquired - Launched2008 Ranked 6 th - Growth

Maricos Culture and ValuesOpen Culture

Participative form of management

Empowering

Merit based Selection

Contd.

Job rotation

Learning forums

Value workshops

The HR principle in Marico is Involvement leads to commitment

Organizational structure

Marico Values

Think ConsumerTO BE BIGConsumer-Centricity Transparency & Openness Opportunity-seekingBias for ActionExcellenceBoundarylessnessInnovationGlobal Outlook

Strategic Business Units of Marico

Marico in Hair Care & Skin CareMarico is a leading Indian group in consumer products& services in Global Beauty and wellness space.

Maricos products and services in Hair care, skin care & healthy foods generated a turnover of about Rs.23.9billion during 2008-09.

Maricos well known brands are Parachute, Saffola, Sweekar, Hair&care, Nihar, Shanti, Mediker etc

Marico is present in skin care solutiions segment through Kaya Skin Clinics & soap franchise.

MARICOS RB MODEL

MARICOS I/O MODEL

CORPORATE LEVEL STRATEGY

Efficient Internal Capital Market Allocation

Marico has intensively used the Internal Capital Market Allocation by acquisition of successful companies products.Acquisitions include: Enaleni pharmaceuticals Consumer Division Ptv.Ltd.

RestructuringMarico has always believed in capturing the competitors products and then launching then in its own name.Marico acquired Nihar for HUL which seemed to be a competitor for Parachute.Marico also acquired Mediker from Procter & Gamble which seemed to be a threatened competitor.

BUSINESS LEVEL STRATEGY

COST LEADERSHIP & PORTERS 5 FORCES MODELThreat of new entrants: Navratna Lite, Fortune, Gemini,sunrich.Bargaining Power of Buyers: Vatika can produce oil in sachet, dabur anmol.Bargaining Power of Suppliers:Threat of Substitute Products: Godrej hair dye, Vasmol dye ,Garnier hair colour, Streaks hair colorRivalry: Dove Hair Therapy, Brylcreem.

DIFFERENTIATIONThreat of new entrants: Dove Hair Therapy, Pantene repair system.Bargaining power of buyer: Aliva crackers, brittania nutrilite.Bargaining power of supplier:Threat of Substitute Products: VLCC, Aliva Crackers Rivalry: Sundrop.

INDUSTRIAL RANKING OF PRODUCTS

BRANDSTYPEMARKET SHAREINDUSTRY RANKINGPARACHUTECOCONUT OIL56%1OIL OF MALABARCOCONUT OIL38%-HAIR & CARENON STICKY21%2PARACHUTE ADVANCEVALUE ADDED COCONUT OIL19-21%3SHANTI AMLA AMLA HAI OIL8-10%3REVIVESTARCH100%1MEDIKERANTILICE100%1SAFFOLAREFINED OIL100%1SWEEKARREFINED OIL14%2

Market share-Volume growth analysis of Marico Company at corporate level32%15%11%6%16%13%7%Parachute 32%Focused Hair Oil- 13%Saffola- 16%IB- 15%

Sweekar- 7%Kaya 6%Others- 11%BCG MATRIX

Market share-Volume growth analysis of hair oil brandsParachute Jasmine, Nihar, Hair & CareParachuteShanti Badam AmlaBCG MATRIX

Market share-Volume growth analysis of revive industryBCG MATRIX

Market share-Volume growth analysis of antilice shampoo segment BCG MATRIX

Market share-Volume growth analysis of Edible Oil 100%14%BCG MATRIX

Maricos 4 pronged strategy for growth

Strengthen existing brands like Parachute and Saffola by adding new brand extension, adding value by adopting a health positioning, and launching more variations. Example: Saffola atta mixes and Parachute gelsExpand the international consumer business with key acquisitions in geographies like South Africa and Egypt. Also eying the booming African markets and strengthening its position in Bangladesh and West Asia.A focus on health and wellness, with close to 65 Kaya Clinics. Kaya has got into the weight-loss space with kaya Life ClinicsDevelop new products by prototyping them in small markets

Parachute is a leader, and Marico is sitting higher in the branded coconut-oil segment.

Presence in hair care spaceEstimated market size (Rs. crores)Brand Market share (%)Closest competitorValue added coconut oil200Parachute advanced jasmine85Clinic Amla oil350Shanti Badam Amla10Dabur BajajNon sticky hair oil250Hair and Care18Keo Karpin BajajPost wash conditioner50Silk-n-Shine30Sunsilk, LivonHair gel and creams80Parachute after shower30Brylcreem

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0.293

MARKET SHARES

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MARKET SHARES

DABUR31.40%

MARICO22.40%

DEY'S MEDICAL6%

BAJAJ10.90%

OTHERS29.30%

To resize chart data range, drag lower right corner of range.

Recent DevelopmentsMaricos coconut oil franchise comprising Parachute, Nihar and Oil of Malabar had a market share of 55% during the 12 months to May 09. Parachute coconut oil in rigid packs, the focus part of the portfolio, grew by about 13% in volume over 09. Saffola, Maricos second flagship brand, has bounced back to a 13%growth in as compared to previous year.

Comparative Performance Analysis

Sales & ServicesNet ProfitsCash ProfitsReturn on Average Net Worth(Rs Crore)Rs Crore)(Rs Crore)(%)2003-04888 59 72 31 2004-051007 70 83 35 2005-061144 87 137 362006-071557113187502007-081907169220672008-09238818925849

FUTURE STRATEGIES

The future of the company lies in Volume Growth.Edible Oil segment: Marico is going to concentrate on cotton seed & mustard seed oil also in North India & South India.Concentration in Rural market will help Marico in volume growth & for building a strong network.

Suggestions

Marico can concentrate on Ayurvedic soaps, shampoos with coconut oil especially for the dandruff problems.It can also produce PARACHUTE HAIR THERAPY PACK including oil, shampoo, conditioner.Products of KAYA LIFE can be sold in the retail market

Thank You

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