Emami Limited.docx

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CENTRAL UNIVERSITY OF JHARKHAND

ASSIGNMENT ON

“UNDERSTANDING THE MARKETING MIX OF EMAMI LIMITED” SUBMITTED TO:Mr. NAGAPAVAN CHINTALAPATHI SUBMITTED BY:RAJSHREE

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CUJ/I/2016/IMBA/24 S!"#r - 0$

Preface Theoretical knowledge gives us the basic idea about how to approach for certain things, but it does not tell us what practical things are involved while we are in the field. Therefore, in order to get the practical knowledge that how a company manages to deal with their toughest of all, the marketing department department and its various facilities, I had undergone studying the marketing mix of the Emami Limited. Emami, a culture… a world… a bursting potential, transforming green field site into the basis of affluence, which has changed the very face of India. The proect will also serve as a basis knowledge in respect of analysing the strengths, weaknesses, opportunit opportunities ies and threats. The proect report covers the various activities of pricing, distribution,, sales, promotion, the production etc. distribution















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Contents S%.N& .

TOPICS

P'( N&.

!.

Executive "ummary

#

$.

%bective of the "tudy

&

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Emami Limited ( )ompany *rofile

+

#.

istory ry,, -o -ormation an and ro row wth of of th the )ompany

/

&.

0epartmental %verview

!1

+.

2arket "ummary

!!

/.

2arketing 2ix 3 4!5 The *roduct )oncept

!'

6.

"7%T 8nalysis

4$5 *rice

$6

4'5 *lace

'!

4#5 *romotion

'& '6















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Eec!t"#e S!$$ar% The study was executed on the basis of M)C'r#*+ , a renowned philosopher, who classified various marketing

activities into marketing mix tools of # broad kinds, which he called , namely *roduct  *rice  *lace  *romotion 

The overview 4diagrammatical 4 diagrammatical representation5?3















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The purpose of this assignment on ,Ur"#'( #* M'r#( M O E!'! L!#3 , undertaken was to? 4a5

To get insights upon how Emami roup of Industries

came into establishment establishment.. 4b5

To understand the # *=s of marketing.

4c5

To gather knowledge about how these # *=s are handled.

4d5

"tudying the key businesses of Emami ltd., and

understanding the product diversification. 4e5

2arket study study..

4f5

To know the pricing strategy, the sales and

distribution and the various promotional techni@ues used by Emami. 4g5

)onducting a "7%T 8nalysis to understand the

strengths, weaknesses, opportunities and threats. 4h5

In totality, the assignment is done to know the very

basics and even minute tactics tactics used by Emami Emami to















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E$a$" L"$"te) * Co$+an% Pro,-e Emami Ltd. is the flagship company of Aolkata based Emami roup, which is engaged in the business of manufacturing of the personal care and health care products from past ' decades and has diversified in the other ";Bs like real estate, paper, biofuel, cement etc. Emami Limited is a fast moving consumer goods company. company. The )ompany is engaged in providing 8yurvedic 2edicinal *roducts, and )osmetic and Toiletries. Therefore, the flagship company of the eponymous group, Emami focuses on consumer products in the health, beauty beauty and personal care sub segments. The Emami roup is one of the largest business groups in eastern part of India, with interests in different business verticals. "ome of the maor brands of the company are -air and andsome -airness )ream for men, ;oroplus 8ntiseptic, ;oroplus *rickly eat *owder, Cavratna %il, 2entho *lus balm, imani -ast Delief, Delief, "ona )handi )hyawanprash and and others. Therefore, in a brief context the profile can be described as?3 Established in early /1s, Emami group has grown in India with presence diversified sectors. -ounded by two friends, 2r D" 8garwal and 2r D" oenka, Emami today is a trusted and loved brand of the nation with over $&,111 employees and a group turnover of about Ds.!$,111 cr with a market valuation of around Ds. &1,111 cr.

















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GI"I%C ( The consumer is reflected through this statement of Emami <2aking people healthy and beautiful, naturally>. 2I""I%C ( To To contribute whole heartedly towards the environment and society. To drive growth through @uality and innovation. To uphold the principles of corporate governance. governance. Etc.

H"stor%. For$at"on / Gro0t( 4Hear 4H ear after of t(e Co$+an% year5………. 8 tale of two families, from the days of hand pulled rickshaws to a network of over '&11 distributors. 

-rom !9/#,

The formation of Emami roup took place in this year when two childhood friends, 2r. D.". 8garwal and 2r. D.". oenka @uit their obs with the ;irla roups and they set up Aemco )hemicals, an 8yurvedic medicine : cosmetics manufacturing unit situated in Aolkata. It was an extremely courageous step in the early seventies when Indian -2) industry was dominated by 2C)s. ;ut, then also against all the odds and with a vision of co comb mbin inin ingg th thee tr trad adit itio iona nall kn know owle ledg dgee of 8yu yurv rved edaa wi with th mo mode dern rn

















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

In !9/6,

imani Ltd almost a !11 year old company with good brand e@uity in Eastern India having a well set factory in Aolkata had become sick unit and was up for sale. 2r. 8garwal realied the opportunity soon and ac@uired imani : decided to produce in the imani factory different types of health care items based on 8yurveda. 

In !96#,

;oroplus 8ntiseptic 8ntiseptic )ream was launched under the banner of imani. 

In !969,

The next flagship brand of the company was Cavratna )ool %il, which came in the decade of nineties under the brand imani. 8nd in this year only, Emami managed to set up second factory in *ondicherry. 

In !996,

Emami continued to expand the distribution network of the company to "outh India. 

In !999,

"ona )handi )hawanprash was launched. 

In $11&,

)ompany created a history in the market of India by launching -air and

















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This year was one of the best one for the company, company, as they crossed net sales of !111 cr., they also exceeded market cap of &111cr &111cr.. 

In $1!!,

This year they set up its first overseas manufacturing unit in ;angladesh. 

In $1!$,

-or a greater publicity Emami signed # %lympians and ! cricketer as brand endorsers for a single brand, -ast Delief. 

In $1!',

Hear of bonus issue ( as they exceeded the market capitalisation of !1,111 cr.. cr They lau They aunc nchhed ;o ;oro ropl plus us -a -ace ce 7as ashh wi witth "o "ona nakksh shii "i "inh nhaa fo forr the endorsements. 

In $1!#,

Emami declared Interim 0ivedend of Ds 'Jshare. They entered the male deodorants space with E, with brand ambassador irthik Doshan. They launched Kandu ;alm Bltra *ower and Instant -airness -ace 7ash under the brand of -air : andsome. 

In $1!&,

Emami exceeded the market cap of Ds $',111 cr

















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In totality, from its beginning till today, the Emami has grown into a huge Ds. !111 crore Emami Ltd under the flagship company of the Ds.'111 crore Emami roup. %ver these years of ups and downs Emami has also undergone a number of 2ergers and 8c@uisitions 8c@uisitions also, for eg. 8c@uisition 8c@uisition of Kandu *harmaceuticals at /'1 cr. 8c@uired Aesh Aing business at !+6# cr.. Etc. Emami is still hungry cr still hungry for more ac@uisitions in health and personal care, and we know that by 3 We can acquire companies which has a Rs 50 crore to Rs 500 crore turnover," Emami director Harsh V Agarwal said at the company annual general meeting here here

De+art$enta- O#er#"e0 The various departments that are held responsible for the growth and success of the Emami roup are as follows3 4a5 Desearch : 0evelopment 3 )ontinuous research3led innovation because of its philosophy, philosophy, people, purpose, prospects and D: 0 Infrastructur Infrastructure. e. 8ctivities like benchmarking competitors= products and seeking solutions. "olicit customer reactions and suggestions and refine the product on the basis of market feedback.

4b5 *urchasing ( *roactively search for suppliers and build long3term and reliable relationships with them.

















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4f5 Logistics 3 The activity of organiing the movement of goods and services. 4g5 8ccounting ( *reparation of periodic periodic profitability records. records. 4h5 -inance ( 8nalysing the overall expenditures and balancing the financial package.

4i5 *ublic Delations ( Tri Triggers ggers the public image of the company.

Mar1et Mar1 et S!$$ar% S!$$ar% Emami possesses good amount of information about the market and knows a great deal about the common attributes of the most of their pried customers. This information leverages the company to better understand who is served, what their specific needs are, and how Emami can better communicate with them, and even who are still deprived of these facilities. EY BUSINE BUS INESSES SSES / TARGE TARGET T MARETS MAR ETS are?3 

5MCG - Emami Limited is one of the leading and fastest growing personal and

healthcare businesses in India, with an enviable portfolio of household brand names such as ;oro*lus, Cavratna, -air and andsome, Kandu balm, 2entho *lus balm and Aesh Aing. 7 3 www.emamiltd.in



















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highly pried I"% 911!3$111 )ertification. It operates from two states, 8hmedabad and Aolkata. 7 3 www.critips.com 

R#'% S#'#&r+- "tarmark, retailing books, stationeries and gift items. It is

one of the largest leisure retail store in India with & stores in Aolkata and $ in )hennai and has plans for further expansion. Decently launched in Aolkata, M"tudio by "tarmark= is a new format store, featuring an eclectic eclectic collection of lifestyle lifestyle products : stylish home accessories. 7 3 www.starmark.in 3 www.starmark.in 



R#'% P*'r!')+ - Emami -rank Doss Ltd. is the oldest and

largest pharmacy chain in Eastern India. The first -rank Doss store was set up in !91+ with ambition of having a network of over '11 outlets all over India has been taken up by the roup. 7 3 www.frankrosspharmacy.com Ir'"#r8)#8r ' 9%&7!# - Emami has large presence in real estate in

7est ;engal. It has successfully executed more than $# prestigious residential and commercial construction proects, mainly in Aolkata. The existing proects span across the states of 7est ;engal, Bttar *radesh, Tamil Cadu, 8ndhra *radesh and 2aharashtra and "ri Lanka. 7 3 www.emamirealty.com 7 3 www.southcityproects.com www.southcityproects.com 7 7 3 www.urbana.co.in



















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player in private sector sector with its existing existing strength of around !111 beds. It has # units units in Aolkata and one in ;hubaneswar. ;hubaneswar. 7 3 www.amrihospitals.in 



C!# - The roup has set up

a )ement *lant in )hhattisgarh and a grinding unit in 7est 7est ;engal. 8nother grinding unit is being set up in %disha. Emami )ement Limited 4E)L5 has commenced operations of its cement business under the Emami 0ouble ;ull brand in the markets of )hhattisgarh, 7est 7est ;engal, %disha, 2adhya *radesh, 2aharashtra, harkhand : ;ihar. ;ihar. 73www.emamicement.com Emami 8grotech Ltd. is the largest manufacturer of ;iodiesel in Eastern India and a key exporter of biodiesel to Europe and other "outh East 8sian )ountries. 7 3 www.emamiagrotech.in B& "% -

Mar1et"n2 M" 3 Tact" Tact"cs cs 8 conceptual framework, which highlights the principal decisions that the marketing managers of Emami are taking to configure their offerings to suit



















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The obective of the marketing program is to position Emami as the maor player in every product category category they venture into, to be the most respected respected marketer in the country, country, and to be recognied as a global brand, serving the domestic as well as the international market. Therefore, the marketing program firstly seeks to create customer the best of all to suit customers= needs needs and wants.

456THE PRODUCT CONCEPT The offerings that Emami makes to a market to satisfy a want or need, including physical goods, services, experiences, events etc. The elements included under the product concept which a marketer can control are brands, product variety, variety, @uality, @uality, sies, features, services, warranties, returns etc. TE *D%0B)T 2IN ( Emami has its deep roots in various businesses and therefore it fosters to offer varied degree of products and services for sale, and all these product the company has got to offer to customers are called the product mix.



















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0epth of the product mix refers to the variants of each product in the respective brand J line. )onsistency of the product mix describes how closely related the various product lines are in end use, production production re@uirements, distribution distribution channels etc. The detailed information on the *roducts list of Emami roup of Industries has been given a leaf ahead in the manner of diagrammatical representation.

FMCG 7 E$a$" Lt)8



















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4d5 i3)ool Talc III.

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4a5 4b5 -8ID 8ID and and 8C0 8C0"% "%2E 2E ? 4a5 4a5 -air -airne ness ss )re )ream am -or -or 2en 2en 4b5 Instant -airness -airnes s -ace 7ash 4c5 )omplete 7inter 7inter "olution

G. 2ECT% *LB" ? ;alm GI. GI. -8"T 8"T DEL DELIE IE- ? *ain *ain Deli Delief ef %int %intme ment nt GII. GII. K8C0 K8C0B B "%C "%C8 8 )8C )8C0I 0I ? )ha )hawa wanp npra rash sh *lu *luss





















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IN.

G8"%)8DE ? erbal *etroleum ell

The light green elly restores the



















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8vailable in different pacakaging. NII. NII. 0I82 0I82%C %C0 0 "I "ICE CE )DQ2 )DQ2E E 8I 8ID D )%L )%L%B %BD D? 4a5!.1 Catural ;lack 4b5 '.1 0ark ;rown 4c5 '.++ )herry Ded NIII. NIII.

4d5 #.1 Catural ;rown 4e5 #.!+ ;urgandy

E ? 4a5 0eod 0eodran rants ts 4b5 4b5 %n %n the the go go 7ate 7aterle rless ss -ace -ace 7ash



















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diesel. The company is also involved in cultivation of crops that are commercially viable through contract farming. Emam Em amii 8g 8gro rote tech ch Lt Ltd. d. 4f 4for orme merl rlyy Em Emam amii ;i ;iot otec echh Lt Ltd. d.55 ha hass it itss br bran ands ds ;H'%#*+ < T'"#+; and ;H!' B"# C*&); . It is also one of the largest manufacturers of ;iodiesel 4*alm 2ethyl Ester5 in Eastern India and a key exporter of biodiesel to Europe and other "outh East 8sian )ountries. Emami 8grotech is backed by sound infrastructure that includes state3of3 the3art the 3art refineri refineries es in H'%'= >"# B('% and r"*'7'#'!= A*r' Pr'"* with a total manufacturing capacity of ',+11 T*0. The factories also house well3e@uipped D:0 centres with advanced testing facilities to ensu en sure re th thee pr prod oduc ucts ts ar aree co comp mpli lian antt wi with th -" -""8 "8I, I, EC an andd ;I ;I" " @u @ual alit ityy standards.



















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I.

Emami ealthy : Tasty (

Emami ealthy : Tasty Tasty was launched in -ebruary $1!1. It is specially prepared to suit health conscious consumers who believe in preparing their their meals using the best ingredients. Emami Emami ealthy : Tasty Tasty edible oil range caters to discerning consumers with a promise that healthy food need not compromise with taste.



















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a br bran andd kn know ownn fo forr pu puri rity ty an andd of offe fers rs go good od @u @ual alit ityy, gr grea eatt ta tast stee at an affordable price through a wide range of oils for every Indian kitchen. imani ;est )hoice is widely accepted across urban and rural habitants. *ortfolio of imani ;est )hoice includes 4a5 Defined "oyabean %il 4b5 Defined *almolein %il 4c5 Defined "unflower %il 4d5 Aachchi hani %il. imani ;est )hoice is amongst the highest growing brand in eastern and southern India. True to its name, imani ;est )hoice is literally becoming the choice of every Indian housewife. I# " '9'%'%  "@ 7')" of !ltr pouch, ! ltr bottle, & ltr can .





















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I# " '9'%'%  '%% "@ 7')" - 4Hellow5 3 ! L *ouch, &11 ml *ouch, $11

ml pouch, !11 ml LB*, &1 ml LB*, !& ltr ar, !& Ag ar, 4old5 3 ! L *ouch, &11 ml *ouch, $11 ml pouch, !11 ml LB*, &1 ml LB*F 4;lue5 3 !& Ag ar. IG.. IG

imani ;ake2agic

Make a perfect bake with the right medium Offering specialised products for a wide range of bakery needs,



















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Emami 8grotech stores its biodiesel in tanks on the ground in a clean, dry and da dark rk env nviiro ronnmen ent. t. 8cc cceept ptab able le st stoora rage ge tan ankk mat ater eriial alss inc nclu lude de aluminium, steel, fluorinated polyethylene, fluorinated polypropylene and Teflon. )opper, brass, lead, tin, and inc are generally avoided. The )ompany delivers biodiesel from its state3of3the3art factory in !+ or $1 AL tankers. %ther methods of supply are also being explored. "imple mixing, splash blending and inline blending are the three methods adopted



















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Rea- Estate 7 E$a$" Infrastr!ct!re Lt)8 E!'! R'%#+ - 8%( #* #r8"# &r ' ##r #&!&rr&.

The company was incorporated in $11+, as a private limited



















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Ne0s+r"nt an) Pa+er&oar) 7 e$a$" Pa+er M"--s Lt)8 Emami *aper enoys the position being the largest manufacturer of newsprint in India and the only manufacturer in Eastern India. They have successfully met the @uality standards of brightness, opacity, opacity, strength,



















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Ce$ent 7 E$a$" Ce$ent Lt)8 Bsing state of the art technology for manufacturing cement, Emami )ement Limited provides various services for its consumers, channel partners and influencers. )onsumers or I; 4Individual ome ;uilders5 are educated





















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Reta"- P(ar$ac% 7 E$a$" Fran1



















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Defined "unflower %il for Ds.91, "oyabean %il for Ds.6&.



















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customers accept and are able and willing to pay. pay. The vice versa would be



































































































































































Emami Limited.docx

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