Round 2

Ideate, Create & Disrupt

Marico Information classification: Official

 Marico’s Innovation Journey

Marico Bangladesh has had a flourishing journey for the

past 23 years and has become the fastest-growing
personal care product company in the country. This
journey started with Parachute Coconut Oil back in 1999.
Parachute ensured purity and quality, and successfully
gained the trust of consumers, becoming a household
name and the market leader of branded coconut oils in
Bangladesh.

Over the years, Marico transitioned from a single-category

company to a multi-category organization that partners
with consumers at every stage of their lives. From its
inception in the hair oil industry, it ventured into hair care,
male grooming, skin care, hygiene, edible oils, and baby
care industry.

Marico now has 42 brands in different categories. These

brands were made possible with the help of consumer-led
innovation that aimed to solve the multidimensional
needs of Bangladeshi consumers.

The following are examples of some consumer centric

product launches across different categories to help you
start your innovation journey:

Marico Information classification: Official 2

 Red King Men’s Cooling Oil
Packaging Brilliance in Hair Oil Segment

The hard-working men goes through tremendous physical

and mental work pressure every day. They get fatigued
after a hard day’s work and need sound sleep at night.
However, due to persisting exhaustion, tension and
headaches, they are unable to get sound sleep. They often
use cooling oils after work, which helps them to relax and
wind down for the night.

With the ever-increasing

work stress, the working
male consumer segment
needed an effective
solution that they truly
deserve – one that would
provide them instant
relaxation and blissful
slumber.

Marico Information classification: Official 3

 Marico launched Red King
Men's Cooling Oil and entered
this market with a breakthrough
packaging innovation – the Power
Cooling Tube. The Power Cooling Tube
resides within the oil bottle and is
uniquely designed with cooling crystals
inside the tube.

These crystals help the oil further when

it passes through the tube and the oil
increases its relaxing efficacy at the
time of use. As a result, it provides faster
relief from tension and headaches and
ensures that consumers get the blissful
sleep deserving of a king after a hard
day’s work.

Marico Information classification: Official 4

 HairCode Egypt Shampoo Hair Color
Pioneering a New Avenue in Hair Color

With changing times and evolving lifestyles, many young

people are facing a common problem - premature
greying of their hair. The natural radiance of hair fades due
to a number of reasons, including environmental factors.
The concern heightens when it is coupled with the social
stigma of grey hair being synonymous with looking old.
Despite these challenges, young people tend to avoid
using hair color products due to two main drawbacks of
regularly available solutions. Firstly, the inconvenient and
time-consuming process of regular hair powder format,
and secondly the fear of harmful coloring chemicals
ultimately damaging hair.

This fast-paced and hectic lifestyle of the young consumer

segment has created an opportunity to innovate a
product that suits their way of life.

Marico Information classification: Official 5

 Marico Bangladesh introduced HairCode Egypt Shampoo
Hair Color in November 2022, establishing a new standard
in the hair color industry with its innovative shampoo
format. Coming with a natural and 100% Halal proposition,
it provides a simple solution to give natural black hair color
in just five minutes. The process of application is non-
intrusive and can be incorporated very easily into the
consumers' lives through their regular shampoo routine.
HairCode Egypt Shampoo Hair Color has been crafted
using proven natural ingredients like Amla, Methi, and
Mehedi. With this product, Marico has coined a solution
that resonates with the changing
needs of the market by keeping
the consumer first at the heart of
the innovation.

Marico Information classification: Official 6

 Livon Silk-n-Shine Hair Serum
Instant Silky Shiny Hair

Hair care holds a special place in every woman’s heart. It's

not just about maintaining healthy hair; it's about
embracing and enhancing one's unique beauty. Women
often have a multi-step hair care routine, which includes
oiling, shampooing, conditioning, and using hair masks.
However, the very act of cleansing, while being a necessity,
often strips away nourishment, leaving the hair dry, frizzy
and tangled. This has created the need for a solution that
enhances hair beauty, making hair easily manageable
after washing.

A huge portion of women have turned to conditioners to

address the frizziness of their hair. Even though
conditioners moisturize and nourish hair, it may not
provide frizz-free and manageable hair for a longer time.
Women on the go who want a faster and more convenient
solution desire a product that not only nourishes but also
ensures their hair remains sleek and manageable
throughout the day.

Marico Information classification: Official 7

 To provide an instant solution to this evolving need, Marico
Bangladesh introduced Livon Silk-n-Shine Hair Serum to
the market. This hair serum offers an instant solution to
frizzy hair. With its non-sticky formula, it glides effortlessly
onto the hair, making it easy to apply and style whenever
needed. Enriched with the goodness of Vitamin E and Aloe
Vera, it provides essential nourishment and damage
protection to the hair. In just one minute, consumers can
transform their frizzy and unruly
hair into silky-shiny locks. Thus,
Livon becomes an ideal
choice for women who want
the freedom to style amidst
their busy routines. Livon, by
understanding the consumer’s
needs and creating an instant
beautification product, is one
of the most loved brands
by consumers.

Marico Information classification: Official 8

 Brands of Marico Bangladesh Limited

Hair Oil Brands

Male Grooming Brands

Baby Care Brand

Marico Information classification: Official 9

 Brands of Marico Bangladesh Limited

Skin Care Brands

Shampoo Brand Hair Serum Brand

Hair Color Brand

Marico Information classification: Official 10

 YOUR TASK
Create a business proposal for a new product.
You can either extend an existing Marico Brand into any
new category (mentioned in page 9 & 10) or create a new
product in any of the categories mentioned below:

Baby Care Shampoo Hair Oil

Hair Color Skin Care Hair Serum

Male Grooming

Explore the possibilities of a groundbreaking product idea

and/or a unique packaging innovation which can disrupt
the personal care industry of Bangladesh.

Marico Information classification: Official 11

 INSTRUCTIONS

Submit a 15-slide presentation with your

detailed business proposal in the
attached template and an elevator pitch
video that is a maximum of 3 minutes
long.

One member from each team will have to

upload the materials to a shareable cloud
server and submit the link in the portal.

Once submitted, the materials cannot be

edited or reuploaded. Hence, check
thoroughly before submitting the link.
Additionally, ensure that the file setting is
changed to “Editors” and the access is
given to “Anyone with the link”.

Submission Deadline:
11:59 PM, 22nd September 2023

Marico Information classification: Official 12