CONTENTS

CHAPTERIZATION

CHAPTER 1

• Definition of Marketing
• Definition of Marketing Strategy
• Formulating Marketing Strategy

CHAPTER 2

• Introduction of Marico Food Products Pvt. Ltd.

• Product line
• Beginning
• Factory & Showroom Journey
• Selection of Topic
• Objection of Study

CHAPTER 3
• Research of Methodology

CHAPTER 4
• Key People
• Type of Management

CHAPTER 5
• Advertisement in India & Abroad
•
Chapter 1
Definition of marketing

Marketing is a societal process that is needed to discern consumers

want focusing on a productive/ service to those wants and to mould
the consumer towards the products/service. Marketing is
fundamental to any business growth. The marketing teams
(Marketers) have the task to create the consumer awareness of the
product/services through marketing techniques, if a business does
not pay attention to their product/service and their consumer’s
demographics the business would not be able to endure longevity

Marketing tends to be seen as a creative industry, which includes

advertisement, distribution and selling. It is also concerned with
anticipating the consumer’s future needs and wants often through
market research

The specialist areas include

• Advertising and Branding
• Direct Marketing
• International Marketing
• Industrial Marketing
• Public Relations
• Communication
• Strategic Management
• Market Research
• Event Organization
• Database Marketing
• Search Engine Marketing
A market focused or consumed organization first determines what its
potential customer’s desire and then builds the product or service.
Marketing theory and practice is justified in the belief that customers
use a product or service because they a need, or because it provide a
perceived benefit

Two major factor of marketing are the recruitment of new customer

(acquisition) and the retention and expansion of relationship with
existing customer (base management) .Once a marketer has
converted the prospective buyer ,base management marketing takes
over. The process for base management shifts the marketer to
building relationship nurturing the links enhancing the benefits that
said buyer in the first place and improving the product /service
continuously to protect the business from competitive process.

For a marketing plan to be successful the mix of the four “Ps” must
reflect the wants and desire to be successful .Marketers depend on
the marketing research both formal and informal to determine what
consumer ants and what they are willing t pay for it marketers hope
that this process will give them a sustainable competitive advantage.
Marketer management is the practical application of this process
.The offer is also an important addition to the 4P,s theory

Within most organization the activities encompassed by the

marketing function are led by a Vice President or director of
marketing .A growing number of organization especially large US
companies have a Chief Marketing officer, reporting to the Chief
Executive Officer

The American Marketing Association (AMA) states.”Markting

is the process
Of planning and executing the conception, pricing, promoting, and
distribution of ideas good and services to create exchange that satisfy
individual and organizational objectives”
Marketing methods are informed by many social sciences,
particularly, psychology .sociology, and economics. Anthropology
is also a small, but growing .influence. Market research underpins
these activities .Through advertising it is also related to many of the
creative arts .Marketing is a wide and heavily interconnected
subject with extensive publication .it is also an area of activity
infamous for re-inventing itself and its vocabulary according to the
times and the culture .Marketing is a very essential part of any
 Two Level of Marketing -

a) Strategic Marketing attempts to determine how an

organization competes against its competitors in the market
place. In particular it aims at generating a competitive
advantage relative to its competitors

b) Operational Marketing executes marketing function to

attract and keep customers and to maximize the value
derived for them as well as to satisfy the customer with
prompt service and meeting the expectations. Operational
Marketing includes the customers expectation .operational
marketing includes the determination of marketing mix
expected to take that strategy goal and develop a set of
tactics to achieve that goal. This is why it is important to
make each strategy goal measurable planned and partially
unplanned

Every marketing strategy is unique but can be reduced into a generic

marketing strategy. There are a number of easy of categorizing these
generic strategies

Marketing strategies are based on-

Strategies based on market dominance –in this scheme .firms

are classified based on their market share or dominance of an
industry. Typically there are three types of market
dominance strategies
• Leader
• Challenger
• Follower
Porter generic strategies - strategy on the dimensions of strategic
scope and strategic strength refer to the firm’s sustainable
competitive advantage
• Cost Leadership
• Product Differentiation
• Market Segmentation

Innovation strategies –this deal with the firms rate of new product
development and business model innovation .it asks whether the
company is on the cutting edge technology and business
innovation .there are three types
• Pioneers
Meaning of Research Methodology

Research Methodology is a way to systematically solve

the research problem. It may be understood as a science
of studying how research done scientifically. In it we
study the various steps that are generally adopted by the
researcher in studying the research problem along with
the logic behind them. It is necessary for the researcher to
show, not only the research method technique but also
methodology. research not only know how to develop
certain test, how to calculate the mean ,mode ,the median
and the standard deviation how to apply particular
research technique but also need to understand the
assumption underling various technique and to know the
criteria by which they can decide that certain technique
and procedures will be applicable to certain problem and
others will not. All this means that is necessary of
researchers to design the methodology for the problem
and the same ay different from problem to problem

The purpose of research is to discover answer to question

through the application of scientific procedure. The main
aim is to find out the truth which is hidden and as not
been discovered as yet. Through which research study
has its own specific purpose, we may think of research
objective as falling in to the no. of following broad
grouping
1) To gain familiarity with phenomenon or to achieve new
insight into it (studies without objects in view are termed
as exploratory or formularize research studies)

The channel by which a product or service is sold (online

vs. retail) which geographic region or industry, to which
segment (young adults, families, business people etc)

These four elements are often referred to as marketing

mix, which a marketer can use to craft a marketing
plan .The four Ps model is most useful when marketing
low value consumer product ,industrial products service
high value consumer product require adjustments to this
model .service marketing must account for the unique
nature if service .industrial or B2B must account for long
term contractual agreement that are typical in supply
chain transaction .relationship marketing attempts to do
this by looking at the marketing from a long term
relationship perspective rather the individual
transaction .As a counter of this Morgan .in Riding the
Waves of Change (Jossey-Bass,1988)suggested that one
of the greatest limitation of 4ps approach is that it
unconsciously emphasizes the inside-out view (looking
from the company outwards) whereas the essence of the
marketing should be outside the approach. Nevertheless
the four P,s offers a memorable and a workable guide to
the major categories of marketing activity ,as well as
frame work within which it can be used
Definition of marketing strategies

Marketing strategies is the complete and unbeatable plan

designed specifically for attaining the marketing
objective of the firm .the marketing objective indicate hat
firm wants to achieve the marketing strategy provides the
design for achieving them
chapter 5
• Advertisement in India & Abroad

Definition — Advertisement is a way of telling people that we

have brought a new product for them.
Mode of Advertisement — Mode of advertisement is broadly
divided into electronic advertisement, print advertisement, tele
advertisement, personal sales advertisement. Various ways of
advertising are television, news paper, magazines, internet,
emails, sms etc.

Importance of advertisement—

1) It brings to the knowledge of the customer a new product

introduced or products already available in the market.

2) It adds to the brand image of the advertised product.

3) It helps in attracting new customers & makes the product

more reliable amongst the existing customers.

4) It increases competitiveness in the market which benefits

both the buyer in regard of price, quality & also the supplier in
regard to improve the quality maximum policy which increases
the company’s goodwill.
• In India — Marico is currently concentrating only in
Maharashtra & few parts of Chhattisgarh. They are
marketing their products by directly reaching to the distributors,
dealers within Maharashtra & Chhattisgarh.
Apart from this the company does regular advertisement by
local News Papers, Food Magazines etc.
Also assists their distributors in promoting the sales by various
offers.

International Marketing — Marico exports to few countries

only in Middle East & Africa but plans to add more &
maximum possible countries in these continents.
The company has it’s official website containing product details
to attract foreign customers. The website is available in two
languages i.e. English being most widely used language &
French being most used by North & West African Nationals.

Company also uses e-marketing by sending introductory emails

abroad which is getting good response from the International
Companies.
Most importantly company is a member of IFPEA (Indian Food
Product Exporters Association, Delhi) which quarterly
organizes
Indian supplier — International buyer meeting providing a base
for companies to export their products.
chapter 6
Marketing

Company is currently exporting to few countries in Middle East

& Africa like UAE, Oman, Uganda, Nigeria, Zambia.
Exports contribute around 15% of the company’s income.
Count

The company is trying to export to maximum possible countries

especially from Africa & Middle East

Connotation threat in International Market — Company faces

international competition from suppliers within India,
China & local suppliers in the country where exporting.

* Survival Policy in International Market

According to the company the very reason for their survival in

international market is their competitive prices, good quality &
prompt I timely execution of orders.

The company is in process to manufacture their products as per

International standards but at present is manufacturing
according to the guidelines in Indian Standards (IS).
chapter 7
daiagram remain pg 32
• Interaction ‘with the Managing Director—

Q. Your Products Market Share in Vidharbha?

A. Particularly in Vidarbha our market share in our field of
business is around 30%, comptetiors around 40% is of
Haldiram, 10% of Manish Bakery & remaining is from the
other suppliers.

Market Share in Vidarbha Region

D Marico Haldiram C) Manish Bakery U] Others

Q. You are only 10% behind Haldiram, any comment on it?

A. Yes, we are quite satisfied with our performance. Haldiram
is over 40 year’s old company & we are just 5 years old. Within
a short span of time we have been able to give tuff competition
to Haldiram. Infact we are aiming to increase our market share
than Haldiram in Vidarbha in the near future.
10% 20% 40% 30%

Q. How can you improve your market share?

A. As informed before, we are planning to set up a similar
capacity production facility which we double our current
production. Demand is there but we are not able to meet it. So
by doubling our production we are confident of achieving much
better sales.
Q. Any problems with the availability of raw material?
A. No, until now we haven’t faced any problem with the
shortage or non-availability of raw materials. The are plenty of
suppliers in the local market which are ready to supply us the
material at very competitive prices.

Q. Do you inspect raw material like flour, sugar, edible oil

before procuring? If yes, how?
A. Yes, we are very cautious about the quality of raw material
as ‘raw material is the base of final product” the final quality is
mostly based on the quality of raw material.
We have appointed Velosi Certifications, an expert inspection
agency in the city to inspect the raw material at stores before
procuring & we pay Velosi © 1% of the purchased value as
their fee.
Inspection is made on the basis of moisture content, condition
of materials at stores, it’s packing etc.

Q. Do you inspect your final product before supplying it to the

market?
A. Yes, we do inspect. It’s very important to inspect the
material before supplying it to the market.
We have our own lab equipped with required equipments to
carry on the inspection. Stage inspection is also performed to
check if the content in the mixture is fine. Finally we have an
automatic plastic packaging line to do air tight packing of our
product.
Q. How much does export contributes to your turnover?
A. Around 20% as we are exporting to very limited countries at
the moment but the percentage is gradually improving year by
year. And in the year 2007M8 we are expecting the exports to
contribute around
22—25%.

diagram pendinh 35
Chapter 8
 SWOT ANALYSIS

About SWOT Analysis-

Meaning-

SWOT Analysis is a strategic planning tool to evaluate the

Strengths, Weaknesses, Opportunities, and Threats involved in
a project or in a business venture. It involves specifying the
objective of the business venture or project and identifying the
internal and external factors that are favorable and unfavorable
to achieving that objective.

The technique is credited to Albert Humphrey, who led a

research project at Stanford University in the 1960s and 1970s
using data from Fortune 500 companies.

If SWOT analysis does not start with defining a desired end

state or objective, it runs the risk of being useless. A SWOT
analysis may be incorporated into the strategic planning model.
An example of a strategic planning technique that incorporates
an objective –driven SWOT analysis is SCAN analysis.
Strategic Planning, including SWOT and SCAN analysis, has
been the subject of much research.
Strengths:
Attributes of the organization those are helpful to
achieving the objective.

Weaknesses:
Attributes of the organization those are harmful to
achieving the objective.

Opportunities:
External condition those are helpful to achieving the
objective.

Threats:
External conditions that is harmful to achieving the
objective.
 Identification of SWOT is essential because subsequent steps in
the process of planning for achievement of the selected
objective may be derived from the SWOT.

First, the decision makers have to determine whether the

objective is attainable, given the SWOT. If the objective is
NOT attainable a different objective must be selected and the
process repeated.

If, on the other hand, the objective seems attainable, the SWOT
are used as inputs to the creative generation of possible
strategies, by asking and answering each of the following four
questions, many times:

 How can we Use each Strength?

 How can we stop each Weakness?
 How can we exploit each Opportunity?
 How can we defend against each Threat?
 Ideally a cross-functional team or a task that represents a broad
range of perspectives should carry out the SWOT analysis.
For example, a SWOT team may include an accountant, a
salesperson, an executive manager, an engineer, and an
ombudsman.

The aim of any SWOT analysis is to identify the key internal

and external factors that are important to achieving the
objective. SWOT analysis groups key pieces of information
into two main categories:

Internal Factors:
The strengths and weaknesses internal to the organization.

External Factors :
o The opportunities and threats presented by the external
environment.
The internal factors may be viewed as strengths or weaknesses
depending upon their impact on the organization’s objectives.
What may represent strengths with respect to one objective may
be weaknesses for another objective. The factors may include
all of the 4P’s, as well as personnel, finance, manufacturing
capabilities, and so on.

The external factors may include macroeconomic matters,

technological change, legislation, and socio-cultural changes, as
well as changes in the marketplace or competitive position. The
results are often presented in the form of a matrix.

SWOT analysis is just one method of categorization and has its

own weaknesses.

For example, it may tend to persuade companies to compile

lists rather than think about what is actually important in
achieving objectives. It also presents the resulting lists
uncritically and without clear prioritization so that, for example,
weak opportunities may appear to balance strong threats.
Avoiding Errors-

1) Conducting a SWOT analysis before defining and agreeing

upon an objective (a desired end state). SWOT should not exist
in the abstract. They can exist only with reference to an
objective .If the desired end state is not openly defined and
agreed upon, the participants may have different end states in
mind and the results will be ineffective.

2) Opportunities external to the company are often confused

with strengths internal to the company. They should be kept
separate.

3) SWOT is sometimes confused with possible strategies.

SWOT is description of conditions, while possible strategies
define actions. This error is made especially with reference to
opportunity analysis. To avoid this error, it may be useful to
think of opportunities as “auspicious conditions”.
Example of SWOT –

Strengths and weaknesses –

• Resources: financial , intellectual, location

• Cost advantages from proprietary know-how and / or
location
• Creativity(ability to develop new products)
• Valuable intangible assets: intellectual capital
• Competitive capabilities
• Effective recruitment of talented individuals

Opportunities and threats –

• Expansion or down -sizing of competitors

• Market trends
• Economic conditions
• Technology
• Public expectations
• All other activities or inactivity’s by competitors
• Changes in markets
• All other environmental conditions
Use of SWOT Analysis –

The usefulness of SWOT analysis is not limited to profit-

seeking organizations. SWOT analysis may be used in any
decision- making situations when a desired end-state (objective)
has been defined. Example include: non-profit organizations,
governmental units , and individuals. SWOT analysis may also
be used in pre-crisis planning and preventive crisis
management.

In competitors’ analysis, marketers build detailed profiles of

each competitor in the market, focusing especially on their
relative competitive strengths and weaknesses using
SWOT analysis. Marketing managers will examine
competitor’s cost structure, sources of profits, resources and
competencies, competitive positioning and product
differentiation, degree of vertical integration , historical
responses to industry developments, and other factors.

Marketing management often finds it necessary to invest in

research to collect the required to perform accurate marketing
analysis. As such, they often conduct market research
(alternately marketing research ) to obtain this information.
Marketers employ a variety of techniques to conduct market
research, but some of the more common include:

• Qualitative marketing research, such as focus groups

• Quantitative marketing research , such as statistical surveys
 Experimental techniques such as test markets Observational
techniques such as ethnographic (on-site) observation
marketing managers may also design and oversee various
environmental scanning and competitive intelligence processes
to help identify trends and inform the company’s marketing
analysis.

The following are the objectives of using SWOT Analysis –

• Set objective – defining what the organization is intending to

do.
• Environmental scanning

Internal appraisals of the organizations SWOT, this needs to

include an assessment of the present situation as well as a portfolio
of products / services and an analysis of the product / service life
cycle. Analysis of existing strategies, this should determine
relevance from the results of an internal/external appraisal. This
may include gap analysis which will look at environmental factors
Strategic Issues defined –
Key factors in the development of a corporate plan which
needs to be addressed by the organization

• Develop new / revised strategies – revised analysis of

strategic issues may mean the objectives need to change

• Establish critical success factors – the achievement of the

objectives and strategy implementation
•
• Preparation of operational, resource, projects plan for
strategy implementation
•
• Monitoring results – mapping against plans, taking
corrective action which may mean amending
objectives/strategies
SWOT ANALYSIS –

SWOT Analysis of Marico Food Products Pvt. Ltd.

1) STRENGTHS –

a) Management –

Management consists of experienced, talented &

qualified individuals who carry their work with perfection.

b) Past Experience –

The company has worked for 14 years as a suppliers

representing good no. of reputed companies as their dealer.
So they carry their experience into manufacturing which is
benefiting the company the most in terms of establishing
distribution channel, manufacturing technique etc.
c) Technical advancement –
Though the company is a medium sized company but
they use Fully Automatic Production Line like Owens ,
Biscuit Making Machines etc. Maximum machines are
German made.

Instead of manual packing , the company uses fully

automatic air tight packing machines to retain the quality
of their product for longer duration & also to qualify as
an expert company.

d) Distribution Channel –
The company has around 16 well established &
experienced distributors in Maharashtra & Chhattisgarh
which in turn have good nos. of dealers in various
regions fetching good sales.

e) Customer Relationship -

The company has it’s own store at Nagpur’s Big Bazaar

where the company collects customer’s feedback,
suggestion etc which enables the company to understand
their reputation in the market & improve constantly.

f) Production Quality -

According to the company , their production quality has

been their base for success & the reason for their growth
in domestic & international market.
g) Prompt Deliveries-

The company ensures that they deliver the goods well

within the time allotted to them by the buyer . By this
they have earned faith & reliability from the buyers .

h) Credit Facility -

The company sells it’s products to it’s distributors for

credit of 18-20 days from the date of billing which no
other manufacturer like Haldiram does. Unlike Marico ,
Haldiram demands full payment before dispatch.

i) Own office in major cities -

Other than Nagpur, the company has its own office in

major cities like Chandrapur, Amravati & Raipur to
promote sales, ensure convenient delivery of material to
distributor /dealers & to collect payments.
j) Quality packaging of Products –
Company uses quality packaging system considering
the following features-

• Functional – effectively contain and protect the

contents
• Provide convenience during distribution , sale ,
opening , use , reuse, etc.
• Be environmentally responsible
• Be cost effective
• Appropriately designed for target market
• Eye-catching(particularly for retail/consumer sales)
• Communicate attributes and recommended use of the
product and package
• Compliant with retailers’ requirements
• Promotes image of enterprise
• Distinguishable from competitors’ product
• Meet legal requirements for product and packaging
• Point of difference in service and supply of product.

k) Price-

Prices of Marico is 20-30% lesser than their

main competitors i.e. Haldiram without
compromising with the quality. Its one of the
major strength of Marico.
1) Packaging Sizes -

Marico offers different sizes of their products with

range from 100gm to 500gm. To cater different classes in
the market.

2) WEAKNESSES -

a) Production Rate -

Marico’s main competitor is Haldiram & Marico’s

production manufacturing facility is much smaller than
Haldiram because of which production is less as
compared to Haldiram.

b) Lesser Range -

Marico’s product hne & depth is less than that of

Haldiram so some times it’s unable to satisfy the demand
of market.

c) Transportation —
Unlike Haldiram, Marico is not having it’s own
trucks to distribute the material to distributors in &
around Maharashtra. So sometimes the dispatches get
delay.
d) Less Investment —
Marico has made much less investment in it’s
manufacturing unit, warehouse compared to Haldiram.
Marico has lesser land, shed area, machinery compared
to Haldiram.

e) Advertisement —
Marico has fewer budgets for advertisements in
news papers, magazines & therefore rarely reaches to the
masses. Whereas it’s competitor Haldiram has high
budgeted & consistent advertisement attracting more
customers.

f) International Accreditation Certifications —

Haldiram is an active member of “American Food
Manufacturers
Association, Florida” & also is a HVAC approved
manufacturer

Whereas Marico has none of the above certifications:

Haldiram is India’s first & the only approved
manufacturer by Food & Drug Association, USA (FDA)
whereas Marico is not.
Non availability of international certifications results in
much lesser business for Marico than Haldiram.

g) Brand Age —
Haldiram is more than 40 years old brand whereas
Marico is just 3 years old because of which Haldiram has
much better reputation in the market than Marico.

h) Better Supply Chain —

Haldiram has its own restaurants spread through
Indian which gives them consistent business. But Marico
is dependent on other restaurants, hotels to generate
business from.

i) Own offices abroad -

Haldiram has its own office at New York, America
to generate demand & book orders from American &
European countries whereas Marico is not having even a
single dealer, agent etc abroad.
Ill) OPPORTUNITIES —

a) Exports—
The company has ample opportunities to
expand their exports market to more countries in
Middle East, Africa & also try penetrating in
European Market, Far East, Oceanic etc.

Supplies to Retailers —
Marico is already an approved supplier of
Big Bazaar throughout Indian & they are now
looking forward to tie up with more retailing giants
in India & abroad .Being an approved supplier of
Big Bazaar it has become easier for Marico to
quickly with other retailing giants as well. Infact
doing business with Big Bazaar has opened doors
of many retailing companies for Marico.

b) Expansion Plan —
Seeing the demand in market, Marico is
planning to establish one more manufacturing unit
in Nagpur backed by their experience & qualified
management.
c) Customer’s Taste —
Customer’s taste is never predictable & is
always changing. So if the company is able to
predict the customer’s taste or demand well in time
it will be a huge success for the company. Marico
knows their customer taste hence can predict their
market

d) External affairs of Indian Government —

Indian Government is always looking to tie up
with maximum possible counties to establish trade
relationships. So the government organizes various
meetings, programs which benefit the exporters
including Marico

Down sizing or inactiveness of competitors —

Down sizing of competitors because of any
factor helps the company to attract new customers
& improve their market share.

So down sizing of competitors given a good

opportunity to Marico. For example if a small
manufacturer closes the production, it’s obvious
that the customers will seek some other brand. So
at this time, Marico can make them their
customers.
IV) THREATS
a) Competitors —
As for all companies, Marico also has b
biggest threat from its Competitors like
Haldiram which is an internationally acclaimed
brand.

b) Customer’s Taste —
Customer’s taste is always changing so it’s a
big challenge to a medium sized company like
Marico to know the customer’s change & to work
on it.

b) Closing of Geographic Market —

India’s relationships with couple of its
neighboring countries are not as good as should be.
So this directly affects the trade relationship
between the countries. For example till 2001
Pakistan had banned import of every Indian
product to their country. Now though they are
importing food items but still have not lifted ban
on Indian Origin steel products etc. So India’s
strained relationship with it’s neighboring
countries is a treat.
c) Freight Charges
Unpredictable & high freight charges
particularly sea freight is the biggest threat to
Marico. The sea freight charges i.e. from an Indian
Port to the destination port adds to the price of the
product which sometimes makes the importers feel
are expensive. Also Marico don’t exports in bulk,
so exporting in small quantities sometimes is more
expensive.

d) Changes in Government Process -

Trade policies changes with the change of
Governments n India & Abroad, So we have to
always be ready to compliant with the changing
trade policies of both countries i.e India & the
country to which exporting.

f) Distribution Channel -
Establishing a proper & most effective
distribution channel is the most difficult work for a
manufacturer. So if the relations get bad with any
distributor I dealer it becomes very difficult to
replace the existing distributor with a new one.
And in this process the whole chain gets disturbed.
g)Psychological Effect -
Though the quality of Marico is equal to that
of Haldiram even the prices are lesser than
Haldiram but people are psychologically more
indiried towards Haldiram as its brand image is
much better than Marico. So still Haldiram is the
first preference of customer. If Haldiram is not
available in the market people will serch for it or
wait for it. But if Marico is not in the market,
please will go a it’s substitute.
chapter 9
diagram remain pg 54
• Survey-

Survey was conducted at Marico’s premises from their

10 Dealers/ Distributors on the following questions -

Q. How many brands other Marico you represent as a Dealer I

Distributor?

100%
- 85%
10%
5%

a) One
b) Two
c) More

No. of Products Selling Other

Than Marico
80%
60%
40%
20%

a) One
b) Two
c)
d)
e)
pg 55 diagram remaing

• Survey-
Survey was conducted at Marico’s premises from their 10
Dealers/ Distributors on the following questions -
Q. How many brands other Marico you represent as a Dealer I
Distributor?
a) One
b) Two
c) More
100%
- 85%
10%
5%
No. of Products Selling Other
Than Marico
80%
60%
40%
20%
no,
‘,1u
a) One
b) Two
c)
d)
e)
FR.
o One
S Two
o More
0. Out of Five, how many products you purchase from Marico?
Three Four
Five

pg 56 diagram remaing

Q. Packaging Technique of Marico?

Excellent
Good
Average
Should Improve
Q. Are you satisfied by the Lead Time taken by Marico for
supplying the ordered products?
a) YES
b)NO
c) Should Improve
a)
b)
c)
d)
El Should lmproe
•YES
Li NO

pg 57 daigram remaing
 Are you satisfied with the Credit period provided by Marico. If
no, much period you require?
9i YES
b. NO
Findings -
1) It has been observed that Marico is facing very stiff
competition from Haldiram which is much bigger company in
size & capital than Marico.
Haldiram being in the market for more than 40 years has better
brand image in the market & therefore has the best market share
of it’s products.
Had Marico been in some other city like Bhopal, Indore etc it
would not had got the competition from Haldiram as ft’s getting
in Vidarbha. In this case market share of Marico would have
been much better.
2) It has been found that Marico is only concentrating in few
developing countries in Middle East & Africa. They can’t
export to American or European counties because of the
absence of International Certifications.

3) As stated above, for distribution purposes Marico is fufly

dependent on it’s distributor, other private hotels, restaurants
etc. Whereas it’s major competitor i.e Haldiram has it’s own
outlets, chain of restaurants to generate consistent sales.
4) According to Marico with one manufacturing unit they are
unable to meet the market’s demand. So they are soon setting
up another manufacturing facility to double their production
which will increase their market share.
5) Marico has maximum imported machinery & are
manufacturing quality products with competitive prices.
6) Marico cares a lot while procuring raw material & have
therefore appointed a third party for inspections which is quite
appreciable.
Even the final product is inspected in house before being
dispatched. Marico do AirTight packing to conserve the quality
of their product for a longer period.
7) Marico is having an experienced & qualified management
which is benefiting company the most.
8) The analysis of dealers also seem to be happy with the
present scenario adopted by Marico.
• Suggestions -
1) Marico must try to achieve few international certifications
like FDA HVCA etc to increase it’s brand image in foreign
countries which wifl attract more international customers.
2) Marico’s advertising budget is very less & they should
increase the same.
3) Marico must go for mass advertisement by various modes
like print, electronic etc to attract attention of customers &
establish their brand in market.
4) As Marico exporting it’s products to African Countries
where there’s always a chance of fraud. Marico must take the
help of “The Export Credit Guarantee Corp. of India Ltd.
(ECGC) which can verify the Letter of Credit opened by
African Companies to be sure about the financial status of the
company Marico is dealing with.