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Marico SWOT Analysis, Competitors, Segmentation, Target Market, Positioning & USP

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

SWOT analysis of Marico analyses the brand/company with its strengths, weaknesses, opportunities & threats. In Marico SWOT Analysis, 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 industry. As of 2020, Marico is one of the leading brands in the FMCG sector.

The table below lists the SWOT (Strengths, Weaknesses, Opportunities, Threats), top Marico competitors and includes Marico target market, segmentation, positioning & Unique Selling Proposition (USP).

Marico SWOT Analysis, Competitors, Segmentation, Target Market, Positioning, USP & Brand Analysis Table
Marico Brand Analysis
Parent Company



Consumer Products



Tagline/ Slogan

Be more everyday


1 out of 3 Indians uses a Marico product

Marico STP
Marico Segmentation

Products and services for daily needs

Marico Target Market

Every Indian household especially the middle class

Marico Positioning

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.

Marico SWOT Analysis
Marico Strengths

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

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

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 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 Competition

Below are the top 7 Marico competitors:

1. ITC Limited

2. L'Oréal

3. Nirma Ltd

4. HUL

5. Colgate-Palmolive

6. Procter and Gamble

7. Dabur India

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.

Similar analysis has also been done for the competitors of the company belonging to the same category, sector or industry. Browse marketing analysis of more brands and companies similar to Marico. The BrandGuide section covers SWOT Analysis, Competitors, Segmentation, Target Market, Positioning & USP of more than 2800 brands from over 20 industry sectors.

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