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Marico SWOT & PESTLE Analysis

ID : 5278253| Jul 2022| 19 pages

COMPANY PROFILE -Marico

Business Sector :FMCG

Operating Geography :India, Asia, Global

About Marico :

Marico Limited, started by Harsh Mariwala in 1990 targeting the coconut oil and refined edible oils market, is now one of India’s leading consumer products companies which primarily operates in the nourishment and beauty space. It is headquartered in Mumbai, India. Marico has a presence in over 25 Asian and African countries. It owns brands such as Parachute, Saffola, Hair & Care, Parachute Advanced, Nihar Naturals, and Mediker in the hair care, skin care, edible oils, health foods, male grooming, and fabric care categories. Marico was named the Pitch Top 50 Brands 2018 Globetrotters winner. Saffolalife received four EFFIE India 2019 awards for its World Heart Day campaign. Marico won two awards at Goafest 2019: one for Saffolalife and one for Nihar Shanti Badam Amla. It also received the Innovation for India Award 2020. Marico Limited, an FMCG major, announced a strategic investment in the healthy breakfast and snacks brand True Elements on May 2022, with a 54% stake in the company acquired through primary infusion and secondary buy-outs.

The USP of Marico is that it is one of India’s leading FMCG company. Marico’s mission statement reads, “The Marico Innovation Foundation's mission is to provide the nation with first: a belief that Innovation is possible and is the way to leapfrog India into the center stage of global business leadership, and second: a framework to leverage innovation for quantum growth.”

Marico Revenue :


INR 8,048 crores - FY ending 31st March 2021
INR 7,315 crores - FY ending 31st March 2020

Competitive Analysis of Marico

SWOT
PESTLE
The SWOT analysis for Marico is presented below:
Strengths
Weaknesses
1. Massive distribution network equipped with latest technologies
2. Strong presence in emerging markets in Asia and Africa
3. Consistently strong financial performance
4. Advanced quality check systems
5. Strong R&D facilities focusing on innovation
6. Responsible and successful marketing campaigns
1. Limited global presence
Opportunities
Threats
1. Increased demand in the economy to drive consumption
2. Promising growth in rural markets
3. Investments in health, fitness and next-gen consumer businesses
1. Disruption in the FMCG sector
2. Increasing political Risk in African markets
3. Increase in commodity prices
4. Foreign currency exposure risk
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Detailed SWOT Analysis of Marico

Strength

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Weakness

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Opportunity

1. Increased demand in the economy to drive consumption: Increased demand in the rural economy, buoyed by better agriculture and non-farming activities will lead to drive in consumption. Further factors such as rising income, rising urbanization, rise of nuclear households, as well as a growing workforce will drive growth in FMCG sector in India which will increase the market potential for Marico. India as an economy is no longer fragile, with strong capital inflows which boosted the foreign exchange reserve to USD 350 billion. India's nominal GDP is expected to increase significantly from FY 2021, when it was valued at INR 198.01 trillion (US$2.55), to FY 2022, when it is projected to reach a level of INR 236.65 trillion (US$3.05 trillion) at current prices. Retail inflation has come down significantly to 7.01% in June 2022. In addition, the FMCG sector valued at USD 110 billion is one of the largest in India. The sector will grow by a CAGR of 14.9% over the next 5 years (2022-2027). With researchers forecasting a normal monsoon, Marico can continue focusing on its strategy of “fewer products, higher volumes” strategy to drive sales growth.

2. Promising growth in rural markets: As the Indian government plans significant investments in developing rural infrastructure, it presents a positive growth area for Marico with rural consumption heavily dependent on nourishment (approx. 50%), Marico can leverage its already robust distribution network to establish strong presence in rural markets. This applies to markets with similar demographics in Bangladesh, Egypt, Vietnam and South Africa. They invested in improving the rural GTM network as well as driving relevant pack and portfolio mix to capitalise on this increase in rural consumption. Marico increased its rural stockist network by 25% in FY20. While they took a break in FY21 due to COVID-19 disruptions, they re-started the task of expanding its rural network by another 25% over the next two years in Q4FY21. They also made significant progress in digitizing the rural network, increasing the efficiency of rural spending.

The remaining section under "Opportunity" is available only in the 'Complete Report' on purchase.

Threat

This section is available only in the 'Complete Report' on purchase.

Major Competitors :

Major Brands :

  • Parachute
  • Saffola
  • Hair&Care
  • Nihar
  • Mediker
  • Revive
  • Manjal
  • Livon
  • Set Wet
  • Zatak
  • Fiancee
  • HairCode
  • Eclipse
  • X-Men
  • Caivil
  • Hercules
  • Code 10
  • Black Chic
  • Kaya
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TABLE OF CONTENTS
DELIVERY AND FORMAT
WHY CHOOSE US?

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References used in Marico SWOT & PESTLE Analysis Report

1. Annual Report - https://marico.com/investorspdf/annual-report-fy-2020-21.pdf
2. Press Releases - https://m.marico.com/india/media/press-release
3. Marico - https://en.wikipedia.org/wiki/Marico
4. Marico Q4 Results: Net profit rises 13.2% to Rs 257 cr - https://economictimes.indiatimes.com/markets/stocks/earnings/marico-q4-results-net-profit-rises-13-2-to-rs-257-cr/articleshow/91347943.cms?from=mdr
The detailed complete set of references are available on request in the 'Complete report' on purchase.

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Marico SWOT & PESTLE Analysis - SWOT & PESTLE.COM

SWOT & PESTLE.com (2022). Marico SWOT & PESTLE Analysis - SWOT & PESTLE.com. [online] Available at: https://www.swotandpestle.com/marico-ltd/ [Accessed 25 Sep, 2022].

In-text: (SWOT & PESTLE.com, 2022)

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Marico SWOT and PESTLE analysis has been conducted by Deepanker Pandey and reviewed by senior analysts from Barakaat Consulting.

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