17-05-2012, 01:24 PM
consumer performance
Consumer Preference.doc (Size: 1.44 MB / Downloads: 111)
MARICO YESTERDAY (1991)
MARICO TODAY (2005)
* A sales turnover of Rs. 1.1 billion
* A sales turnover of Rs. 7.5 billion
* Two products with brand names - Parachute and Saffola 8 Brands, 3 of which are Market Leaders.
* Two factories - a coconut oil plant at Sewree, Bombay and a sunflower refining plant (which has been shut down since) at Mazgaon, Bombay.
* 5 Factories and sub - contract facilities.
* Around 400 employees representing the blue collared work force, staff and managers.
* A total strength of around 1000 members
With the aim to make Marico the best and the desire to pro¬vide consumers more than they asked for, the erstwhile Con¬sumer Products Division has indeed come a long way.
STRUCTURE
A Flat Structure: At Marico, we are an organisation, which is flat with only five levels of reporting between the Managing Di¬rector and an operator on the Shopfloor.
We believe that a flat structure helps us in being more respon¬sive to the environment while providing enriched roles for our members. Our structure defines clear roles and supporting rela¬tionships but is by no means rigid. Keeping in mind the fast and ever changing business environs, Marico's structure is dynamic and constantly evolving.
Profit Centres: As Marico grew, the need was felt to reorganize the business further. The focus was to drive additional growth and the idea of reorganizing ourselves around value chains led to the birth of Profit Centres in 1998.
R&D at Marico
A Human Interface:
The backbone of any progressive organisation that constantly evolves and redefines itself is its R&D team. And the backbone of any R&D team is its potential to gather consumer insight and find path-breaking means to implement this insight. At Marico, our R&D centre is not only equipped with the latest gizmos but also with the talent to bring a human 'consumer' interface to their work. Ten thousand sq. ft. area is dedicated to research activities, which houses various laboratories with state of the art equipment for prod¬uct and packaging innovations.