Marico SWOT Analysis, Competitors & USP

Published by MBA Skool Team, Last Updated: April 20, 2020

Marico SWOT analysis evaluates the brand by its strengths, weaknesses, opportunities & threats. In SWOT Analysis of Marico, the strengths and weaknesses are the internal factors whereas opportunities and threats are the external factors.

SWOT Analysis is a proven management framework which enables a brand like Marico to benchmark its business & performance as compared to the competitors, and make strategic improvements. Marico is one of the leading brands in the FMCG sector.

The article below lists the Marico SWOT, competitors and includes its target market, segmentation, positioning & USP. Let us start the Marico SWOT Analysis:

SWOT Analysis of Marico

For Marico, SWOT analysis can help the brand focus on building upon its strengths and opportunities while addressing its weaknesses as well as threats to improve its market position.

Marico Strengths

The strengths of Marico looks at the key aspects of its business which gives it competitive advantage in the market. Some important factors in a brand's strengths include its financial position, experienced workforce, product uniqueness & intangible assets like brand value. Below are the Strengths in the SWOT Analysis of Marico :

1. Excellent distribution network and product availability
2. The product portfolio of Marico has brands covering Edible Oil, Hair Oils, Skin Care, Fabric Care, etc.
3. Popular brands, good brand visibility and excellent advertising of products has led to strong brand loyalty
4. Experience management and good R&D
5. Marico is present in more than 25 countries across Asia and the African continent.
6. Marico reaches over 2.5 million outlets and around 130 million customers

Marico Weaknesses

The weaknesses of a brand are certain aspects of its business which are it can improve to increase its position further. Certain weaknesses can be defined as attributes which the company is lacking or in which the competitors are better. Here are the weaknesses in the Marico SWOT Analysis:

1. Market share is limited due to presence of other strong FMCG brands
2. Marico products has stiff competition from big domestic players and international brands

Marico Opportunities

The opportunities for any brand can include areas of improvement to increase its business. A brand's opportunities can lie in geographic expansion, product improvements, better communication etc. Following are the opportunities in Marico SWOT Analysis:

1. Tap rural markets and increase penetration in urban areas
2.Mergers and acquisitions to strengthen the brand
3.Increasing purchasing power of people thereby increasing demand

Marico Threats

The threats for any business can be factors which can negatively impact its business. Some factors like increased competitor activity, changing government policies, alternate products or services etc. can be threats. The threats in the SWOT Analysis of Marico are as mentioned:

1. Intense and increasing competition amongst other FMCG companies
2.FDI in retail thereby allowing international brands
3. Competition from unbranded and local products

Marico Competitors

There are several brands in the market which are competing for the same set of customers. Below are the top 7 competitors of Marico:

1. ITC Limited

2. L'Oréal

3. Nirma Ltd

4. HUL

5. Colgate-Palmolive

6. Procter and Gamble

7. Dabur India

Hence this concludes the Marico SWOT analysis.

Continue reading more about the brand/company.

About Marico

Marico Overview
Parent Company



Consumer Products



Tagline/ Slogan

Be more everyday


1 out of 3 Indians uses a Marico product

Marico STP

Products and services for daily needs

Target Market

Every Indian household especially the middle class


With Marico, your every single day needs are fulfilled

Marico Product Portfolio

Consumer Products
1. Parachute                           2.Hair & Care
3. Mediker                               4.Revive
5. Kaya Skin Clinic

The above mentioned brands are the prominent products under the Marico product portfolio.

This article has been researched & authored by the Content & Research Team. It has been reviewed & published by the MBA Skool Team. The content on MBA Skool has been created for educational & academic purpose only.

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