Product details

By continuing to use our site you consent to the use of cookies as described in our privacy policy unless you have disabled them.
You can change your cookie settings at any time but parts of our site will not function correctly without them.
Subject category: Marketing
Authors: Vandana Khanna (K.J. Somaiya Institute of Management Studies and Research); Heena Panchal (Durgadevi Saraf Institute of Management Studies)
Published in: 2012

Abstract

The case explores the journey of the company which is primarily into the FMCG (fast moving consumer goods) sector. It transformed itself into a focused health care and wellness business. The company has its base in oil businesses both edible as well as hair. It is one of the leading companies in its sector. It diversified itself in the premium service domain. The company entered into the service business of skin care, which is highly unorganized and is fragmented. Services are distinct in nature and characteristics as compared to physical goods. The business setup needs to be entirely different for services as well. Marico considered its service business as a significant engine for the group’s growth. It created differentiation as a corporate service provider through its skin clinics at multiple locations in contrast with the large number of small 'singular' clinics currently present in this segment. Marico aims to be the leader in each of its business portfolios be it goods or services. It sets new standards in the delivery and quality through continuous learning and improvement. More professional with hands-on expertise it has already started entering into the market. Will it be able to survive the increasing competition? What should be the future course of action?
Location:
Industry:
Size:
1,001-5,000 employees
Other setting(s):
2009 to mid 2010

About

Abstract

The case explores the journey of the company which is primarily into the FMCG (fast moving consumer goods) sector. It transformed itself into a focused health care and wellness business. The company has its base in oil businesses both edible as well as hair. It is one of the leading companies in its sector. It diversified itself in the premium service domain. The company entered into the service business of skin care, which is highly unorganized and is fragmented. Services are distinct in nature and characteristics as compared to physical goods. The business setup needs to be entirely different for services as well. Marico considered its service business as a significant engine for the group’s growth. It created differentiation as a corporate service provider through its skin clinics at multiple locations in contrast with the large number of small 'singular' clinics currently present in this segment. Marico aims to be the leader in each of its business portfolios be it goods or services. It sets new standards in the delivery and quality through continuous learning and improvement. More professional with hands-on expertise it has already started entering into the market. Will it be able to survive the increasing competition? What should be the future course of action?

Settings

Location:
Industry:
Size:
1,001-5,000 employees
Other setting(s):
2009 to mid 2010

Related