Competitor analysis - MArico

COMPETITOR ANALYSIS:
Analysing the market scenario, the following emerged as the top competitors for Marico India Ltd:
1. Hindustan Unilever Limited (HUL)
2. Dabur India
3. Godrej Consumer
4. Colgate
Now to get an overview of these companies each company has been described
individually as follows-
HUL being the largest FMCG Company in india constitutes 13% of the industry and as
such has a very good market capitalisation with the highest sales turnover and high net profits. It
also has a market portfolio of 20 distinct categories with a major chunk of the revenue coming from
soaps and detergents, personal products and beverages.
Dabur , on the other hand , operates in key consumer product categories as hair care,
oral care, skin care and it has five flagship bands with distinct brand names such as, Dabur for
natural healthcare products and Vatika for premium personal care. Moreover, it has a large
distribution network covering 2.8 million retail outlets with high penetration in both rural and
urban market.
Procter & Gamble Co., also known as P&G, is an American multinational
consumer company headquartered in Ohio. Recently, P&G announced it was streamlining the
company, dropping around 100 brands and concentrating on the remaining 80 brands, which
produced 95 percent of the company's profits.
Colgate is present in segments such as oral care, personal care and other household products
with the oral care revenues contributing largely to its domestic revenues. The Company dominates
in core industry such as toothpastes and toothbrush with market shares of 50+ % and 35+%
respectively and a considerable market share in emerging mouthwash category. Colgate sells its
personal products under the Palmolive brand and dish washing soaps under Axion brand.
Marico India Ltd derives more than 70% of its revenue from edible oils and
nearabout 20 % of its revenue from hair oils. Its two most famous brands Saffola and Parachute has
acquired many international brand such as Camelia, Aromatic etc. Marico also provides skin care
services through Kaya Clinics in India and UAE which contributes to around 7% of its sale shares
.Marico also has a strong distribution network because of which it even had distribution rights of
some of the products of its competitor P&G.