abhijit_50001

8/13/2019 Abhijit_50001

1/16

E-Commerce Project Page 1

E-COMMERCE

PROJECT ASSIGNMENT

Submitted By:

Abhijit Roy Chowdhury

Roll: 50001

8/13/2019 Abhijit_50001

2/16


Executive Summary

In current scenario in a country like India where its consumer market is riding the crest of the

countrys economic boom, Indias f a s t m o v i n g c o n s u m e r g o o d s ( F M C G ) s e c t o r i s

the fourth largest sector in the economy of India with a total market size in excess of

US$ 13.1 billion.

The growing consumerism in India shows the rapid increase in Indian consumer purchasing

power, it shows strengths and opportunity that lies in rural Indian markets especially for

FMCG products . To provide and serve market and the opportunities well, Ive chosen one of the

well known brands in FMCG sector, Marico Co. having excellent distribution channel and deep

rural reach in India. The markets are divided into two halves exclusive and opportunistic, as the

market is yet to be taped one need to evolve a set of strategies and there by plans to tape th e

poten tia l Indian co nsu me r ma rk et . To captu re su ch a great opportunity, only good

product and brand awareness will not be sufficient but proper distribution channel must be there

With the world moving towards globalization and the phenomena of LPG is touching each and

every country and industry its effects are also there on Indian FMCG sector.

This project is about covering digital marketing strategy and implementation for all the brands of

the company. To recommend to the Sales & Marketing Head and the Board of the company a

detailed digital marketing strategy and plan that will significantly help meet marketing objectives

of the company and its brands.

8/13/2019 Abhijit_50001

3/16


Company Introduction:

The company was founded in 1857 By Kanji Morarji and is headquartered in Mumbai, India.

Marico Limited, together with its various consumer goods and services in India, the Middle East,

Asian countries, Egypt, and the United States. The company provides coconut oils, edible oils,hair oils and other hair care products, fabric care products, processed foods, soaps, and baby care

products, as well as skin care and Ayurvedic products. Marico is one of India's leading

Consumer Products & Services companies in the global beauty and wellness space. From its

foundations, Marico has worked outside the box, to bring innovation to its customers through the

careful creation of continuous and sustainable change. Today, 1 out of 3 Indians uses a Marico

product. From cooking oil with 'LoSorb Technology', to rice that keeps you active, personalized

skin script ion services and hair oil that comes with a battery-powered head massager, Marico believes that it pays to think differently. At our offices, everyone is a member, not an employee.

We have a flat organizational structure, with just five levels between the Managing Director and

the shop floor operator. We believe in transforming the lives of all stakeholders be it our

suppliers, farmers, distributors or shareholders by helping them maximize their true potential and

it truly articulates the true Mariconian spirit to be more.

Marico is present in more than 25 countries across Asia and the African continent. The company

recorded a turnover of Rs. 40.0 billion (~USD 729 Million) in 2011-12. Our vast portfolio ofenduring brands such as Parachute Advansed, Saffola, Hair & Care, Nihar, Mediker, Revive and

Manjal are leading household names today. In addition, the company has recently acquired the

erstwhile personal care business from Reckitt Benckiser. Marico now owns popular brands like

Set Wet, Livon, Zatak, and other personal care brands thereby strengthening its portfolio for the

youth and creating a significant presence in the male grooming and post hair wash segments.

Marico's international portfolio includes brands like Fiance, Hair code, Camelia, Aromatic,

Caivil, Hercules, BlackChic, Code 10 and Ingwe. We are also present in the Skin Care Solutions

segment through Kaya Skin Clinics in India, Middle East and Bangladesh and Derma Rx in

Singapore.

8/13/2019 Abhijit_50001

4/16


Vision/ Mission:

For the company, the Consumers are the reason for their existence.

The Marico Innovation Foundations 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.

Goals & Objectives:

To improve the quality of people's lives in several parts of the world, through branded beauty &

company products and solutions theyll be offering . Company shall make available brands that

contribute to healthy living, through, both products drawn from agriculture offered in natural or

processed forms, and services. It aims to be a leader in each of its businesses through heightened

sensitivity to consumer needs, setting up of new ideas. Company shall share prosperity amongst

members, shareholders and associates, who contribute in improving equity and market value.

Company shall acquire the status of a friendly corporate citizen, contributing to the betterment of

neighborhood communities, where company is significantly present.

Products under Marico Co. banner:

1. PARACHUTE ADVANCED

2. HAIR & CARE

3. SHANTI AMLA

4. SILK & SHINE

5. AFTER SHOWER

6. MEDIKER

7. SWEEKAR

8. SAFFOLA

9. REVIVE

8/13/2019 Abhijit_50001

5/16


SWOT Analysis of Marico Co.

Porters Five Forces Model:

Barriers to entry: A high level of competition can be seen among international brands to enter

the rural market. Low import duty has enabled many international brands to enter into the

domestic market.

Bargaining power of suppliers: Backward integration can be seen, which reduces the

supplier's importance. Manufacturing is largely outsourced due to globalization, the skin care

Strengths Weakness

Opportunities Threats

Rural market reach Large distribution network Understanding of Indian consumer

behavior

Low market share in specificcategories. E.g: Shampoo

Low exports level.

Untapped rural market Export Potential Rising per capital of Indian

consumers

Untapped rural market Export Potential Rising per capital of Indian

consumers

8/13/2019 Abhijit_50001

6/16


product distributors in the developing countries are struggling to capture and retain their

market share from the multinational companies .

Bargaining power of buyers : Intense competition within the skin care companies results in

value for deal.

Rivalry between existing firms: Competition is faced from both domestic, MNCs andalso from cheaper imports, which are increasingly visible in urban markets. Price wars are

a common phenomenon. Substitute Products: The best part in skincare sector is that the substitutes here are found

within the sector itself so if the customers change their consumption pattern then took the

effect will be on the company but the whole sector remains unaffected

KAYA Skin Clinic

Kaya was launched, in year 2002, with the single-minded objective of delivering flawless skin,

using the latest technology available around the world. Today, they continue to pioneer and

pave the way as undisputed leaders in Indian skin care. They identified an untapped

opportunity for customized skin services and have since become an industry leader in quality

care, specifically targeting Indian skin.

Beyond addressing the need for expansion, Kaya also continues to keep its finger on the pulse

of its clientele, providing products and services as the market need arises. In line with this:

Kaya has launched a range of treatments and products, over time, specifically targeting

summer skin ailments and skin maintenance

Differentiating itself again, Kaya has chosen a non-Bollywood route. In line with the fact that 30% of Kaya s clientele is male, they recently introduced a

product range exclusively for men

8/13/2019 Abhijit_50001

7/16


SWOT Analysis of Kaya Skin Care Clinic

Strengths Weakness


Large number of services and solutions forskin beauty, skin concerns, laser hairreduction and anti-aging

Elegant and tranquil ambience of clinics High quality and affordable services Extensive reach over 80 clinics in India

and 20 abroad Large number of products for hair care,

skincare, fairness etc for both men andwomen

Very high priced for middle class potentialconsumers Premium services limited to urban areaswhere they have strong competition fromspas and other local skin care centers

Expansion in south eastern countrieswith similar climate conditions

Expand services to include spa

Low priced services by local doctors Off the shelf readymade solutions by

competitors

8/13/2019 Abhijit_50001

8/16


Competitors of Kaya:

1. Lakme:

Lakm is an Indian brand of cosmetic s, owned by Unilever and run by CEO Anil Chopra. Lakme

started as a 100% subsidiary of Tata Oil Mills (Tomco), part of the Tata Group; it was named

after the French opera Lakm, which itself is the French form of Lakshmi, the goddess of wealth,

also renowned for her beauty. Indian cosmetic Lakme was started in 1952, famously because the

then Prime Minister, Jawaharlal Nehru, was concerned that Indian women were spending

precious foreign exchange on beauty products, and personally requested JRD Tata to

manufacture them in India.

Lakme also started its new business in the beauty industry by setting up Lakme Beauty Salons all

over India. Now HUL (Hindustan Unilever Limited) has about 110 salons all over India

providing beauty services.

Lakme has been using mobile messaging and online networking to attract females of age 18 and

above for their business. Online networking is updated and active on Facebook, Twitter and

other social sites.

2. Loreal :

The L'oral Group is the world's largest cosmetics and Beauty Company. With its registered

office in Paris and head office in the Paris suburb of Clichy, Hauts-de-Seine, France, it has

developed activities in the field of cosmetics. Concentrating on hair colour, skin care, sun

protection, make-up, perfumes and hair care, the company is active in the dermatological, tissue

engineering and pharmaceutical fields and is the top nanotechnology patent-holder in the United

States.

Its niche marketing strategy has attracted such consumers who have no issues in spending on

their beauty and looks. Its salons are one of a kind and so is the digital marketing .

8/13/2019 Abhijit_50001

9/16


Future Assumptions

In a country like India, which is flooded by youngsters and new generation, a very common trend

of response can be observed. In the age group between 18-25 people react very positively

towards the ad they come through mobile sms, ads ,facebook or on twitter and on other internetsites. As they see the product details in seconds so they decide that time only whether to

purchase or not.

They are prone to offers and discounts which they can easily know through these internet sites

and mobile messages.

On the other half, there is another age group which falls between 26-40, in which people are

more cost conscious and also at the same time beauty conscious too. They try to maintain their

looks by spending good amount. They also go for the ads which are given through mobile

messages and also believe on what other people say and recommend. They trust on the other

users which they say.

In the age group of 40 and above people are very eager to regain their beauty which they had

earlier. So they try to use the best product. They come to know through digital media when there

relatives or their acquaintances tell them about the different and the best products available in the

market.

Digital/Internet Marketing Plan

In lieu of growing digitization and interest in online marketing, it will be beneficial to develop a

virtual world where consumers can live an alternative life of themselves portraying what actually

they are in a reality; its more alike reality check. Linking it to social marketing pages and mail

will ensure continuous presence in the database. It will be easier to track and follow any

members who are interested in the upcoming services of Kaya.

The website shall be attractive with data and presentation of such high quality that females shall

be bound to use. This will be achieved by segmenting the population on age and internet usage

rates.

8/13/2019 Abhijit_50001

10/16

8/13/2019 Abhijit_50001

11/16


Company Website:

Though the companys current website is on the line of interactive and very much ease to book

an appointment as you can see in the snapshot given below.

But there is a need to convince the customers first so that they come to the next level and book

the appointments. The website should be equipped more with the following characteristic which

will be done in the proposed marketing plan.

Product range the co mpanys offering Services Blogs and Customers feedback zones Chat with an expert zone Videos Gallery displaying the testimonials from satisfied customers, in video, audio, text and

picture form.

Latest updates and performance of the company

8/13/2019 Abhijit_50001

12/16


The color, graphics will be done in the line of given examples below:

8/13/2019 Abhijit_50001

13/16


Prioritization

Linking to social networking site through databases available with the company. Then the

mailing link will be used and also messages. After that the fan followers target will be

prioritized. Then the links will be put on the popular sites.

There will be gift items on the referral basis as who brings the most customers for the company.

Then the coupons and discounts will be prioritized which will attract more customers and will

increase the frequency of use. As we see that some sites people use very much and the links put

on that sites are used very often.

Execution plans details

The frequency of mailing the links will be weekly and updating can be done fortnightly.People will be informed and well aware of the present scene of the company.

The contents will be updated with much ease if such steps are taken. Designing will be through top creative minds which will ensure that the presentation of

the website is sufficient enough to create a strong recalled.

SAFFOLA

Saffola is a heart care brand in the foods category in India. It has several products in its portfolio

which include edible oils, functional foods, rice and salt. Saffola is known to be a brand which is

good for heart and recommended by doctors. For the last 10 years, Saffolalife has been educating

Indians on preventive heart care through the year.

One of Marico s flagship brands, Saffola was launched around 1965 on the platform of hearthealth, a concept which was extremely niche 45 years back. But over the last 45 years it has been

Saffola s mission to take care India s heart, we are committed to introduce products & initiatives

which will help reduce the risk of heart & other lifestyle related risks in our country.

8/13/2019 Abhijit_50001

14/16


SWOT Analysis of SAFFOLA

Strengths Weakness


Healthy heart Rate of increasing trends Reduces Cholesterol

Prevents cancer

Difficulty in creation of supply

chain

Large Investment

Availability

Economic Revenue Increasing heart concern among

people

Chance to become best practice

High price Competitors Lack of Govt. support

8/13/2019 Abhijit_50001

15/16


Competitors:

8/13/2019 Abhijit_50001

16/16


References:

http://www.marico.com/html/index.html http://www.kayaclinic.com/wall-of-beauty

http://www.kayaclinic.com/media-room/articles/2012 http://www.downtoearth.org.in/content/complan-saffola-and-kellogg-s-under-scanner-

misleading-public http://www.saffolalife.com/search/?q=health+articles
http://www.marico.com/html/index.htmlhttp://www.marico.com/html/index.htmlhttp://www.kayaclinic.com/wall-of-beautyhttp://www.kayaclinic.com/wall-of-beautyhttp://www.kayaclinic.com/media-room/articles/2012http://www.kayaclinic.com/media-room/articles/2012http://www.downtoearth.org.in/content/complan-saffola-and-kellogg-s-under-scanner-misleading-publichttp://www.downtoearth.org.in/content/complan-saffola-and-kellogg-s-under-scanner-misleading-publichttp://www.downtoearth.org.in/content/complan-saffola-and-kellogg-s-under-scanner-misleading-publichttp://www.downtoearth.org.in/content/complan-saffola-and-kellogg-s-under-scanner-misleading-publichttp://www.downtoearth.org.in/content/complan-saffola-and-kellogg-s-under-scanner-misleading-publichttp://www.saffolalife.com/search/?q=health+articleshttp://www.saffolalife.com/search/?q=health+articleshttp://www.saffolalife.com/search/?q=health+articleshttp://www.downtoearth.org.in/content/complan-saffola-and-kellogg-s-under-scanner-misleading-publichttp://www.downtoearth.org.in/content/complan-saffola-and-kellogg-s-under-scanner-misleading-publichttp://www.kayaclinic.com/media-room/articles/2012http://www.kayaclinic.com/wall-of-beautyhttp://www.marico.com/html/index.html

abhijit_50001

Documents