St. Joseph'S Degree College: G.Kiran Kumar
St. Joseph'S Degree College: G.Kiran Kumar
St. Joseph'S Degree College: G.Kiran Kumar
C PROJECT REPORT
2010-2011
BY
G.KIRAN KUMAR
UNDER THE GUIDENCE OF
Mr. K. VISWESWARA REDDY M. A (Eco)
Department of Management studies
DECLARATION
Place: Kurnool
Date:
G.KIRAN KUMAR
HISTORY OF MARICO
The history of Marico can be traced all the way back to 1857, when a young man Kanji
Moorarji, set up a modest trade in spices which, in time, grew to include other export
worthy commodities. This firm's success gave birth to The Bombay Oil Industries in
1948; set up to convert the traditional buying strengths of the firm in the commodities
areas, to value added manufactured products.
At first Bombay Oil was involved in copra trading besides crushing and refining of
vegetable oils. Gradually, the company established itself firmly as a marketeer of
branded vegetable oils and later expanded into fatty acids, specialty chemicals and
spice extracts.
In 1990, Bombay Oil again restructured itself to form several companies, each focusing
on a specialised area of business. In April 1990, the Consumer Products Division became
Marico.
To understand how far Marico has come, all you need to do is take a look at what we
inherited.
To understand how far Marico has come, all you need to do is take a look at what
we inherited.
Mariwala has spent 26 years managing the business. Mr.Harsh Mariwala developed
the Consumer Products business in Bombay Oil Industries and functioned, as its
FICCI (2000-01).
CORPORATE
retail outlets. The description of a true blue chip. Marico Industries Ltd., India's
homegrown Fast Moving Consumer Goods (FMCG) Company has come a long
Marico has, over the years, built for itself a stimulating work culture that
empowers its people, promotes team building and encourages new ideas.
* Two products with brand names - Parachute and Saffola 8 Brands, 3 of which
are Market Leaders.
* Around 400 employees representing the blue collared work force, staff and
managers.
With the aim to make Marico the best and the desire to provide consumers
more than they asked for, the erstwhile Consumer Products Division has indeed
come a long way.
STRUCTURE
Profit Centres: As Marico grew, the need was felt to reorganize the business
further. The focus was to drive additional growth and the idea of reorganizing
ourselves around value chains led to the birth of Profit Centres in 1998.
What it has done for us: The creation of Profit Centres has led to higher
business orientation, improved inter-functional coordination and has ensured
that our organisation structure supports our overall Company Strategy and
Business Direction. Each Business Unit has a Business Head supported by a
team of professionals
R&D at Marico
A Human Interface:
redefines itself is its R&D team. And the backbone of any R&D team is its
this insight. At Marico, our R&D centre is not only equipped with the latest
gizmos but also with the talent to bring a human 'consumer' interface to their
work. Ten thousand sq. ft. area is dedicated to research activities, which houses
various laboratories with state of the art equipment for product and packaging
innovations.
People: Our R&D team includes scientists from diverse fields. Product and
All our brands have gone beyond being mere packaged products to becoming
apart of everyday living.
We have also gone that crucial step further. We are of a mindset that places a
premium on the maxim "products are what corporations make, brands are what
consumers buy". And this line of thought has been backed up by constant
financial support, critical to ensuring success in a competitive marketplace. The
Result…. success stories like Parachute, the definitive brand amongst coconut
oils, and Saffola, a synonym with preventive health care. At Marico, each of our
brands has a unique success story to tell. We'd rather you read it yourselves.
We are amongst the largest Fast Moving Consumer Goods companies in India
(Turnover- Rs 7.5 billion during the year ended March 2005) with the talent
and resulting repute for launching and sustaining some of the most respected
consumer brands in India.
We own well-known brands such as Parachute, Parachute Lite, Parachute
Jasmine, Parachute Dandruff Solution, Marico’s Hair & Care, Revive (Instant
Cold Water Starch and Spray Starch), Mediker, Oil of Malabar, Saffola,
Saffola Corn-Kardi blend, Saffola Healthy Heart Salt, Sweekar, refined
Sunflower Oil and refined Soya Oil, and the Sil range of processed foods.
A Consumer focused organisation, we select our business opportunities
carefully and strive to reach our internal goals of innovation and excellence.
We also thrive on the fact that our competition comes from national and multi-
national companies.
Marico is run completely by professionals with only Harsh Mariwala rep-
resenting the founding family. Consumer insight continues to be the key force,
enabling us to pre-empt consumer needs and satisfy them. Thanks to this
insight, Marico is energetically pursuing new business opportunities and
tapping new markets with relevant brand extensions.
The learning over the years has helped Marico evolve a business model for
itself. Our model centres around remaining focused, building and leveraging
our brand strength and distribution network. The entire turnover of the
company comes from branded products. Choosing to shun trading in the
underlying commodities, organisational energies are invested in areas where
the potential for value-add is high
Our consumers:
Parachute's primary target has been women of all ages. The brand has a huge
loyalty, not only in the urban sections of India but also the rural. Parachute has
several brand extensions, each filling existing need gaps, acquired from consumer
insight.
Parachute Jasmine is perfumed coconut hair oil. It is non-sticky and has the
lingering fragrance of Jasmine and nourishes hair to keep it healthy and beautiful.
Evolution:
With consumer insight, it was felt that there was a need for an oil with fragrance.
That there are people who already used oil but would like it more with an added
fragrance. With Parachute Jasmine, the consumer can now have oil which has the
fragrance of Jasmine without compromising on the nourishment that coconut oil
embodies.
Our consumers:
Parachute Jasmine is primarily targeted at women who wish to have and use
perfumed oil which is non-greasy and nourishing
Evolution:
There was a need for oil that would provide easy and non-greasy care for daily
use. But with the quality and goodness of oil retained. Parachute offered a solution
with Parachute Lite which combined the goodness of coconut oil with
convenience.
Our consumers:
The primary target of Parachute Lite is women who wish to have the reassurance
of coconut oil without the inconvenience those greasy oils cause.
Our Consumers:
Our primary target is women between the age group of 20 - 25 years and the
secondary target are men between the age group of 15 - 35 years. People who
suffer from Dandruff and also those who already are coconut oil users.
Dandruff is one of the largest need gaps in the market today. Establishing
Parachute extensions that will address this problem is one of the opportunities that
Parachute has today. We also have the "first mover advantage" in this segment.
OBJECTIVES
coconut oils
oil.
DATA SOURCES:
SECONDARY DATA :
Secondary Data is the data that is collected for another purpose and already
exisists somewhere. Data pertaining to company is collected from companies
website and companies catalogues. The company profile gives a detailed report of
the information.
PRIMARY DATA:
Primary Data are those collected specifically by or for the data
users. Primary Data gathered for a specific purpose or for a specific research
report.
SAMPLING PLAN
LIMITATIONS
Time factor is the main limitation for the study, as the project was restricted
to 2 weeks.
The methods used in this project are "Stratified Random Sampling Method"
and results obtained may not be fully accurate and believable.
CONCLUSIONS
SUGGESTIONS
Dept of Management Studies
S.K.U
S.J.D.C PROJECT REPORT
2010-2011
DESCRIPTION:
From the above table it is clear that the family income of below Rs.5000
and in between Rs.5000-10000, of the respondents occupy 30% each, 25% of
the respondents having the family income of Rs10000-15000 and the rest 15%
of the respondents are having above Rs.15000.
30
25
20 30
30 25
15
10
15
5
0
below 5000 5000-10000 10000-15000 above 15000
DESCRIPTION:
From the above table it is clear that 45% of the respondents are
aware of Parachute coconut oils and 4% are aware of Shalimar, 37% of the
respondents are aware of Nihar and 14% of the respondents are aware of Eta.
45
50
37
40
30
20 14
10 4
0
parachute nihar shalim ar eta
SOURCES OF AWARENESS
Dept of Management Studies
S.K.U
S.J.D.C PROJECT REPORT
2010-2011
DESCRIPTION:
From the above table it is clear that 50% of the respondents are aware
by the means of ads, 25% of them are aware through friends, 15% are aware
from relatives and the rest 10% are from others.
50
50
40
25
30
15
10
20
10
0
ads friends relatives others
DESCRIPTION:
From the above table it is clear that 84% 0f the respondents adopted
parachute coconut oil and the rest 16% didn’t.
no, 14
yes
no
yes, 86
Price 30 30%
Quality 24 24%
Brand image 26 26%
Quality & Brand image 11 11%
Others 09 9%
Source: Questionnaire
DESCRIPTION:
From the above table it is clear that 30% of the respondents are
influenced to buy parachute coconut oil is price, 24%, 26% of them influenced
by quality, brand image respectively, 11% of them are influenced are by both
quality and Brand image, and the rest 9% influenced by other factors.
35
30
25
20
15 30
24 26
10
5 11 9
0
price quality brand im age quality&im age others
QUANTITY PURCHASE
100ml 5 5%
200ml 40 40%
500ml 52 52%
Source: Questionnaire
DESCRIPTION:
From the above table it is clear that only 3% of the respondents are
purchasing 50ml, 5% of the respondents are purchasing 100ml, 40% of the
respondents are purchasing 200ml and 52% of the respondents are purchasing
500ml.
52
60
40
50
40
30
20
3 5
10
0
50m l 100m l 200m l 500m l
DESCRIPTION:
From the above survey table it is clear 88% of the respondents are
using bottle pack, 6% of the respondents are using refill pack, 6% of the
respondents are using bubble pack and none of the respondents are using tin
pack.
100 88
80
60
40
20 6 6
0
bottle pack refill pack bubble pack
LEVEL OF SATISFACTION
Low 8 8%
Medium 2 2%
Source: Questionnaire
DESCRIPTION:
From the above table it is clear that 90% of the respondents’ rate
parachute coconut oils as highly satisfied, 8% of the respondents’ rate parachute
coconut oil as low and 2% of the respondents’ rate parachute coconut oil as
medium.
90
100
80
60
40 8 2
20
0
high low m edium
DESCRIPTION:
From the above table it is clear that 76% of the respondents are
aware of parachute product range and 24% of the respondents are not aware.
no
yes
no
yes
DESCRIPTION:
From the above table it is clear that 56% of the respondents are
aware of parachute coconut oil and 24% of them are aware of parachute
jasmine, 12% of them are aware of parachute lite and 8% of them are aware of
parachute enrich.
56
60
50
40
24
30
12
20 8
10
0
coconut oil jasm ine lite e nrich
INFLUENCE OF ADVERTISEMENTS
YES 84 84%
NO 16 16%
Source: Questionnaire
DESCRIPTION:
From the above table it is clear that 84% of the respondents are very
much influenced by the advertisements of parachute coconut oils and 16% of the
respondents are not satisfied with the advertisements.
84
100
80
60 16
40
20
0
yes no
OILS” under my guidance. All the details collected & furnished by him are
Place: KURNOOL
Date:
Mr.VISHWESHWARA REDDY
ACKNOWLEDGEMENT
CONTENTS
CHAPTER-1
COMPANY PROFILE
CHAPTER-2
PRESENT STUDY
OBJECTIVES
RESEARCH & METHODOLOGY
LIMITATIONS
CHAPTER-3
FINDINGS & ANALYSIS
CHAPTER-4
CONCLUSIONS
CHAPTER-5
SUGGESTIONS
CHAPTER-6
QUESTIONNAIRE
CHAPTER-7
BIBLIOGRAPHY
ACCOLADE
National HRD Award received in 1994
COMPANY
PROFILE
OBJECTIVES
RESEARCH
&
METHODOLOGY
LIMITATI
ONS
FINDINGS
&
ANALYSIS
CONCLUSI
ONS
SUGGESTIONS
QUESTIONNAI
RE
BIBLIOGRAPHY
QUESTIONNAIRE
Name :
Age :
Occupation :
Family size :
(a) Below 5000 (b) 5000-10000 (c) 10000-150000 (d) Above 15000
4. How did you come to know about that brand of parachute coconut oils?
If others specify____________.
If others specify____________.
(a) Fortnight (b) Once in a month (c) Twice a month (d) weekly
(a) Bottle Pack (b) Refill Pack (c) Bubble Pack (d) Tin Pack
10. Do you think that you spend right price to your product?
{Yes/No}_________
{Yes/No}__________
(a) Highly satisfied (b) Satisfied (c) Up to some extent (d) Not satisfied
Respondents
signature
by
Jeethu
***********Thanking You************
BIBLIOGRAPHY
Website : www.maricoindia.com
SHOP-40807
RESI-20250
DATE:
SIGNATURE: