Marico: Emerging Indian Global Competitor?*

            


Details

Case Code : CLBS111
Publication date : 2009
Subject : Business Strategy
Industry : -
Length : 03 Pages
Price : Rs. 100

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Key words:

Differentiation, Competition, Generic Strategies, Saffola, Hair and Care, Manjal, Parachute, Kaya Skin Clinic, Sundari , Hair Code, Fiancee, Camelia, Magnolia, Aromatic, Kaya Life, Nihar

Note

* This caselet is intended for use only in class discussions.
** More comprehensive case studies are priced at Rs.200 to Rs.700 (US $5 to US $16) per copy.

 


Abstract: ICMR India ICMR India ICMR India ICMR India RSS Feed

This case is about how Marico Ltd. achieved growth by pursuing a strategy of differentiation in all its products and services whether it be food products, hair care products, or beauty clinics. It also highlights the inorganic growth route adopted by the company.

Introduction

Marico Ltd. (Marico) a leading Indian business group in consumer products and services, posted a sales revenue of Rs.19 billion in the year 2007-08. The group had been able to achieve success by following a path of differentiation in all its product and service offerings. In addition to the domestic market, Marico's products were sold in Bangladesh, the Middle East, Egypt, and South Africa.

The group's products included food products (including edible refined oils), hair oils, post wash hair care, anti lice treatment, coconut oil, and fabric care products. In the skin care solutions, Marico was present through Kaya Skin Clinics (Kaya) and the Sundari range of Spa skin care products.


In the food products, the company had the Saffola range of products. Marico’s portfolio of hair oils comprised Parachute, Hair & Care, Nihar, and Shanti Amla hair oil. ..

Cases on Related Topics

1. Marico - Managing 'Saffola'

2. Beauty Care by Marico - Kaya Skin Clinics

3. Parachute - Managing India's Leading Coconut Oil Brand

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