Face – OFF Parachute Advanced Ayurvedic Hair Oil Ravi Agrawal – SIBM Dwaipayan Chatterjee – SIBM Karthik M – SIBM Anand Ganapathy – IIM A Team Gryffindor

The Sustainable Marketing Concept Start-Up Growth Maturity Decline Death Rebirth ‘91 ‘90 ‘94 ‘96 Marico was born Lists on Indian Stock Exchange ‘02 ‘03 Marico Innovation Foundation ’06 ’12 Innovation Timeline The Marketing Concept Focuses on the company’s short-term sales, growth, and profit needs. Meets both the current needs of customers as well as the current needs of businesses. The Sustainable Marketing Concept Identical to the strategic planning concept. Meets both the immediate and future needs of consumers  in addition to the company.

Viability and Impact Short Term Solutions Personal recommendations work, but the visibility is limited The danger of stagnation. With the inflow of many options, customers need to re-emphasis their need in the product Looks more like a Pyramid Scheme, where the new players are involved just for the sake of incentives Difficult to keep the customers engaged, not any tangible recommendation benefits for the loyal customers Impact of Recommendation The youth needs to be targeted in an effective manner. This would lead to the increase in the market penetration. Initiate youth-centric marketing campaigns Using the Porter’s Five forces, the biggest threat is that from the substitutes like Patanjali. Bring the Marico Advantage in the promotional campaign.

The three ‘game changers’ will lead to a sustainable increase in revenue by creating new ‘focus channel strategy’ and aligning the product to it 3.0 Strategy BUSINESS MODEL ‘Youth Brands’ Hair strengthening Alternative Regional promotion Popular mascots The power of Ayurveda Position the untapped market Align the product to the core ingredients Increase Visibility / Promotion Game Changers The Foundation --- Value Proposition Supplier Relationship Inventory management Product Management Profitability Business As Usual Customer focussed Product portfolio alignment

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