Abstract

Marico Industries, a well-known Indian fast moving consumer goods (FMCG) company, offers unique and ethnic Indian products. The company has a significant presence in the edible oil market with two brands ‘Saffola’ and ‘Sweekar’. This case discusses Marico’s brand building efforts for Saffola, the positioning adopted to target health conscious consumers and the company’s continuous efforts in maintaining the association between Saffola and heart care. It also deals with Marico’s innovations in product formulation (like the launch of blended edible oils), product delivery and pricing strategy.

Learning Objectives

The case is structured to achieve the following Learning Objectives:

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Keywords

Indian fast moving consumer goods (FMCG), Marico Industries, Edible oils, Indian edible oil industry, Saffola, Marketing, Brand management, Positioning, Communication, Packaging