EMAMI LTD. - BOROPLUS

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TITLE
S u b t i t l e
D a t e
Presented by :
Omkar Kodak
(MBA-01)
2019-2005-0001-0007
SEMESTER PROJECT

SECTOR INFORMATION
19%
31%
50%
FMCG SEGMENT
CONTRIBUTION
Food & Beverages
Health Care
Household and Personal Care
 Fast Moving Consumer Goods (FMCG)
segment is the fourth biggest division in the
Indian economy.
 Household and Personal Care is the leading
market segment accounting 50% of the
sector followed by Health care 31% and Food
and Beverages 19%.
 Growing awareness, easier access, and
changing lifestyle have been the key growth
drivers for the sector.

CONT.
The FMCG sector has emerged from Rs 2,20,852.4 crore (US$ 31.6 billion) in 2011 to
Rs 3,68,669.75 crore (US$ 52.75 billion) as of the current statistical data for the FY
2018.
FMCG market in India is expected to grow at a CAGR of 23.15 per cent and is
expected to reach US$ 103.7 billion by 2020 from US$ 68.38 billion in 2018.
Rural sector contributes a revenue share of around 45%, whereas on the
other side 55% of the revenue share is contributed by Urban sector.
 India's GDP per capita at current prices is expected to increase from
US$ 1, 481. 56 in this year to US$ 3, 277. 28 in 2024.
FMCG sector in India generates employment for more than 3 million
people in the downstream activities.
FMCG MARKET IN INDIA (US$
billion)
2018 2020
US$US$ 103.7
CAGR
23.15

MARKET OVERVIEW
 The number of on-line customers in India is probably to cross 850 million by 2025.
 FMCG industry predicted to grow 12-13 per cent in fourth quarter FY19.
 Retail market in India is predicted to attain US$ 1.1 trillion by 2020,
with modern trade expected to grow at 20 per cent - 25 per cent per annum.
Current Forecast
• FMCG market is expected to
reach US$ 103.7 billion by
2020
• Online FMCG market is
forecasted to reach US$ 45
billion in 2020
• FMCG market reached US$
52.75 billion in FY 18
• FMCG sales at retail stores
rose 22% in the year 2018

PORTER’S FIVE FORCES
Threat of Substitutes (High)
Bargaining Power of Buyers
(High)
Threat of New Entrants
(Moderate)
Competitive Rivalry
Bargaining Power of
Suppliers (High)
• High Presence of multiple
brands
• Price war
• Narrow Product
Differentiation under many
brands
• Influence of marketing
strategies
• Availability of similar
alternatives
• Switching costs on products
• Medium – Huge investments
in networking and
promoting brands
• Spending on advertisements
is aggressive• High – Private level brands
by retailers are sold at a
discounted price which
results in competition for
weak brands
• Highly Fragmented Industry
as more MNC’s entering
• Prices are generally
governed by international
commodity markets
• No monopoly situation in
supplier’s side

COMPANY OVERVIEW
 Emami Limited is one of the leading and fastest growing personal and healthcare
businesses in India, with an enviable portfolio of over 300 products based on
ayurvedic formulations; and also household brand names such as BoroPlus,
Navratna, Fair and Handsome.
 Emami Limited, the flagship company of the Group, recorded a turnover of Rs
2541.01 crore (US$ 363.58 million), FY18.
 Emami employs over 20,000 employees across geographies.
 Emami products are available in over 4.5 million retail outlets across India through
its network of ~3200 distributors

PRODUCT PORTFOLIO
Brands Segment
Market Size
(₹ in bn.)
Market Size
($ in mn.)
Market Share (%)
2013 2018
Navratna Oil Cooling oil 9.3 142.9 55% 64%
BoroPlus
Cream
Antiseptic
Cream
5.6 85.3 74% 74%
Zandu &
Mentho Plus
Balms 9.0 139.0 58% 54%
Fair &
Handsome
Fairness
Cream
Men's Fairness
Cream
3.9 59.2 58% 66%
Kesh King
Ayurvedic Hair
and Scalp Oil
7.1 109.5 - 28%
Navratna Cool
Talc
Cool Talc 5.5 84.5 18% 26%
Fair &
Handsome Face
Wash
Men’s Facewash 3.0 46.7 - 16%
Snapshot of Major Brands of
Emami LTD.

SWOT ANALYSIS EMAMI LTD.
 Emami covers all the states with 32 warehouses across India and enjoys a wide distribution network.
 Strong brands in its portfolio; Boroplus, Navaratna, Fair & Handsome, Zandu are all Rs 100 crore plus
brands.
 Emami has international presence in countries like Ukraine, Russia and Nepal.
 It has not diversified much. It had planned to enter into baby care segment but later on
pulled back.
 Emami has lower scope of investing in technology and scale on the economy when it
comes to small sectors.
 Huge investment in advertising may show a negative impact on the margin of the
revenue. .
 Increase in competition from other FMCG companies is a serious threat to the company with respect to
its products and business.
 Increase in the cost of raw material would affect the business revenue.
 Emami also faces tough competition from unbranded and local products which is also a serious threat
to the brand.
STRENGTHS
THREATS
OPPORTUNITIES
WEAKNESSES
 Changing lifestyles and rising income levels sees a huge chance for the business to
flourish.
 Having a world wide geographical presence may help them to expand their company
in terms of business and revenue.
SWOT

COMPANY NEWS
 Emami adds Spices to its portfolio;The company will enter the market with 11
varieties of popular Indian spices to start with
 Emami hires BCG for strategy advice; Emami has hiredThe Boston Consulting Group
to advise on strategy to drive future growth.
 Emami target for hair oil; FMCG major Emami plans to make its “7-Oils-in-One” a Rs
200-crore brand over a period of three years.
COMPETITOR ANALYSIS
 As per the current market data 2019, HUL holds around 53% market share
and is a dominant player in FMCG segment ; followed by Marico at 18% ;
Patanjali 15% ; Dabur 11% and Emami by 3%.
$1.20
$5.60
$1.90
$1.60
$0.31
REVENUE
(in billion)
DABUR HUL MARICO PATANJALI EMAMI

MARKETING MIX OF EMAMI
Product
Price
Place
Promotion
 PRODUCT :- Emami has been innovating and launching new
products to
satisfy customers need ever since it started. It has a
complete
portfolio of over 300 diverse products.
Product line follows as below : -
 Boroplus brand includes antiseptic cream, prickly heat powder,
total results moisturizing lotion.
 Zandu brand includes balm and balm ultra-power.
 Navratna brand includes cool oil, extra thanda ayurvedic oil, I-
cool talc, cool talc.
 Emami naturally fair includes herbal fairness cream.

 PRICE :- Emami has adapted ‘COMPETITIVE PRICING STRATEGY’ in
its marketing mix
and has been successful in penetrating both city and
rural market.
Pricing of the Products done
 The sachets like Rs. 5 of BoroPlus and Rs. 10 sachet
of fair and handsome made the
products attain to each and every segment of the society.
 Emami continues on working on their pricing strategy.
 Currently, they've reduced the price of Emami 7 Oils in one to pass on
the GST benefit to customers.
 PLACE :-
 Emami has its presence not only in domestic market but also within
the international market

 PROMOTION :-
 One of the highest spenders on advertising and promotions in
its class.
 Emami has been recommended by more than 60 celebrities like
Amitabh Bachchan, Shah Rukh Khan, Kangana Ranaut and many
others.
 Commercials are shown onTV channels like star Plus, Zee Cinema,
SonyTV ;
magazines and hoardings also are used drastically for marketing.
 Additionally, several ATL and
BTL activities are performed to promote the brand.

SEGMENTING , TARGETING , POSITIONING
SEGMENTING TARGETING POSITIONING
 For all age groups
 For male, female
children's as well
 Available in Semi
urban & Urban
 People who are
skin conscious
 Upper
 Lower
 Middleclass
 Acts an
cream which helps
cure minor cuts,
injuries, and also
as a moisturizer
 By tagline :
"safed tika, taki sardi
ki nazaar na lage'.

PRODUCT LIFE CYCLE • Boroplus was launched in the year
1982 and has stabilized itself in the 3rd
stage of product life cycle.
• Competing with Boroline, it still has
positive impact on the Health care
sector having a revenue more than
400+ cr according to the stastical data
provided.
• Global presence in several countries
has helped boroplus to sustain in the
market.

FINANCIAL ANALYSIS
 BALANCESHEET
Particulars
As at
31.03.2019
(Rs. In Lacs)
As at
31.03.2018
(Rs. In Lacs)
Non – Current Assets ( Fixed) 1,92,797,56 2,05,592.97
Current Assets 65,506.00 54,194.85
Total Assets 2,58,303.56 2,59,787.82
Equity 2,06,440.43 1,97,123.96
Non – Current Liabilities 6,274.33 6,972.87
Current Liabilities 45,588.80 55,690.99
Total Equity and Liabilities 2,58,303.56 2,59,787.82
 WORKING CAPITAL FOR THE YEAR 2019
Working Capital = Current Assets – Current Liabilities
= 65506.00 – 45588.80
= 19917.20

 INCOME STATEMENT
Particulars Year 2018-2019
(Rs. In Lacs)
Year 2017-2018
(Rs. In Lacs)
Total Income 2,52,589.34 2,39,254.62
Total Expense 2,11,959.93 2,00,331.04
Profit for the year 40,629.41 38,943.58
 RATIO ANALYSIS
A. Liquidity Ratio = Current Asset – Inventories
Current Liabilities
= 65506.00 – 21353.61
45588.80
= 0.97
B. Debt Equity Ratio = Total Liabilities
Shareholders’ Equity
= 258303.56
206440.43
= 1.25

CEO
MARKETI
NG
MANAGE
R
SALES
EXECUTI
VE
SALES
EXECU
TIVE
MKT
EXECU
TIVE
MKT
EXECU
TIVE
EXECU
TIVE
EXECUTI
VE
FINANC
E
EXECU
TIVE
FINANC
E
EXECU
TIVE
FINANCE
MANAGE
R
OPERATI
ON
MANAGE
R
SALES
MANAGER
VP
SALES
VP
OPERAT
ION
ORGANIZATIONAL
STRUCTURE

JOB DESCRIPTION & JOB SPECIFICATION
 MARKETING  HUMAN RESOURCE (HR) FINANCE
 SELECTION PROCESS
 ONLINE APPLICATION : Candidates must need to fill the online form.
 PRE – SELECTION : Applicant’s are selected through screening done by the HR and are
further followed by the tests
conducted by the Department Head.
 INTERVIEW : Interview is sanctioned by the Authority based on merit and justification ;
F2F Interview is scheduled
for the selected candidate.
 JOB OFFER : Document verification is done before handing over the offer letter to the
selected candidates.

 TRAINING AND DEVELOPMENT PROGRAM
The training and development intervention is aligned with the business strategy of
the organization & is centered towards constructing long term organizational
development and aspirations.LEARNING
WITH
DEPARTMEN
T OBJECTIVE
DEFINE KEY
OUTCOME
DETERMINE
THE GAPS
TO BE
PLUGGEDDEVELOP
INPUTS FOR
LASTING
EFFECT
EVALUATE
EFFECTIVEN
ESS
DELIVER
QUALITY
EXPERIENCE
LEARNING PROCESS

‘ Making people healthy & beautiful , naturally.’

EMAMI LTD. - BOROPLUS

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EMAMI LTD. - BOROPLUS