Transcript
The company was founded in 1957 By Kanji Morarji and is headquartered in Mumbai ,India.
The company provides coconut oils, edible oils, hair oils and
other hair care products, fabric care products, processed foods, soaps, and baby care products, as well as skin care
and ayurvedic products.
Company Profile
Category •Consumer Products
Sector •FMCG
Tagline/Slogan •Be more everyday
USP •Huge Market: 1 out o 3 Indians uses a Marico product.
Product Profile
Consumer Products Parachute Hair & Care Shanti Amla Silk and Shine Mediker Revive Kaya Skin Clinic Saffola Sweekar Oil
Competetion
ITC L'Oréal Nirma Ltd HUL Colgate-Palmolive Procter and Gamble Dabur
Parachute Hair Oil
Parachute is a brand name for a range of coconut-based hair products manufactured by Marico.
Parachute
A market leader in its category and one of their oldest brands, Parachute coconut oil today stands for purity and quality.
Over the years, the brand has seen a lot of innovations in packaging, sizing and tamper-proofing.
Parachute enjoys enormous loyalty in urban, semi-urban and rural sectors.
Parachute Advansed stands for care and nurturance; and tries to fulfill the needs of its myriad consumers through various offerings in the portfolio.
Parachute Profile
Category •Personal Care brands- Haircare
Sector •FMCG
Tagline/Slogan •Gorgeous Hamesha
USP •100% Pure Coconut Oil
Competetion
Navratna Vatika Bajaj Almond Drops Garnier Dove Nihar
SWOT Analysis
Strengths
Parachute enjoys tremendous equity and trust with every passing generation
Weaknesses
Innovations like personal massager where available only in select cities and limited quantities.
Parachute Hot Oil should be a seasonal product and should be sold in winters and not during summers
The original parachute oil solidifies in winter.
Opportunities
Threats
Situation AnalysisToday the blue bottle is a strong metaphor for the Coconut Oil category and reaches 18 million households every year.
• Marico had established this brand in 1987.
• The hair oil market in India is a 6664 crore industry which is dominated by unbranded oils. According to 2012 survey Parachute has bagged the market share of 53% . Marico’s Parachute is the ‘Brand Leader’ and it is the first brand in that segment.
• Parachute has been enjoying the market position since three decades
• The core and continuous focus on the hair oil market is the key concept behind this success.
• Parachute has constantly changed its brand with time and demand and has not ignored the older touch of the brand.
• With timely changes in the
brand like Parachute Advanced and Parachute Jasmine, they have provided options to customers who prefer Brand Switching with every next purchase.
Marico had established this brand in 1987.
The hair oil market in India is a 6664 crore industry which is dominated by unbranded oils. According to 2012 survey Parachute has bagged the market share of 53% . Marico’s Parachute is the ‘Brand Leader’ and it is the first brand in that segment.
Parachute has been enjoying the market position since three decades
The core and continuous focus on the hair oil market is the key concept behind this success.
Parachute has constantly changed its brand with time and demand and has not ignored the older touch of the brand.
With timely changes in the brand like Parachute Advanced
and Parachute Jasmine, they have provided options to customers who prefer Brand Switching with every next purchase.
Market Analysis - Understanding the Indian Market
There is no doubt that Parachute has understood the Indian Market with a deep grasp.
In India the customers prefer mini purchases frequently. Since their major market is in rural area, customers prefer different sizes and Parachute has provided all the options. Even one rupee sachets are available.
The supply chain of Parachute has no issues and each and every retailer whether it is a rural area or an urban area, has brand availability.
Parachute has captured the constant market share despite of giant competition in FMCG sector hair oil segment with various unbranded options.
Segmentation
The main market segment for Parachute Brand is people who firmly believe in nutritious value of the product.
Segmentation DEMOGRAPHIC
› Females › Early teens to old age› SEC B,C and D
GEOGRAPHIC› Urban and Rural India
PSYCHOGRAPHIC› Working and non-working women› Believes in age old tradition that oil actually nourishes hair rather than
going for chemicals and looking beautiful› Parachute coconut hair oil has mainly targeted the women of all age category of
rural and urban market. The main reason behind targeting the women is that in male segment there was not particular choice in hair oil.
BEHAVIORAL Hair oils are typically used before taking a hair wash(2-3 times a week)
Segmenting The Indian hair Oil Market
Coconut Based Oils 51%Heavy Amla Based Oils 15%Light hair Oils 14%Cooling Oils 12%
STP for Parachute Advansed
SEGMENTATION
DEMOGRAPHIC• F
emales
• Late teens to old age
• SEC A1, A2 and A3
• Educated Middle Class and Upper Middle Class
GEOGRAPHIC• U
rban India: Metros and Tier 1
PSYCHOGRAPHIC• F
or Women of today, who enjoy their elaborate lifestyle to the fullest and is conscious of her appearance
• Working and non-working women
• Believes in age old tradition that oil actually nourishes hair rather than going for chemicals and looking beautiful
BEHAVIORALHair oils are typically used before taking a hair wash(2-3 times a week)
TARGETI
NG
GENDER• F
emales
AGE• 1
9- 50 yrs of age
PRIMARY MARKET• M
arried, Middle aged Women and female members of her family
SECONDARY MARKET• S
ingle, Women in their twenties
• Upper Middle Class;,SEC A1, A2 and A3
• Socially Active
• Working as well as non working
POSITI
ONI
NG
• Available in different Sizes
• Suitable for different Hair Types viz. Dry/Oily etc.
• Suitable for different Hair Problems viz. Dandruff, Dry hair, Color protection
• POINTS OF DIFFERENCE
Relevance: Emphasizing on Type of Hair and the Hair oil problems commonly faced by women• D
istinctiveness: Light hair oils focusing on repairing the problem from its root
• Believability: Using ordinary looking (non-models) in advertisements
• BENEFITS
Number of Benefits like Dandruff-Control, Freedom from Dry hair, Hair-repair, Nourishment etc.
PositioningParachute has positioned its firmness with 100% purity.
They have campaigned with “weight-test” with the proven statement that ‘pure coconut oil is heavier than manipulated’.
They have maintained the trust of people with affordable prices and no controversies.
The Positioning Exercise
Identifying competition – Two of the competitors of Parachute are Dabur and Navratna.
Understanding the positioning of competitors
Understanding the positioning of competitors
Dabur Vatika coconut Hair Oil
Segment- Value added coconut hair oil.
USP-Has henna, amla & lemon along with coconut oil.
TG- women of all ages urban and rural who are appearance conscious and wants herbal components for a problem free hair.
Brand positioning- was that of ‘A premium coconut hair oil with the extra nourishment of henna, amla and lemon to provide problem-free hair’.
Tagline- ‘proof hai,better hai’.
Himani Navratna Hair Oil
Segment- Therapeutic Hair oil.
USP- Has nine Ayurvedic herbs, provides stress relief.
TG-Masses, especially young and middle aged people who suffer from a day to day stressful life.
Positioning -is based on rejuvenation.
Tagline -‘Sirdard, Tension, Anidra aur Thakan Jao Bhool - Raho Thanda Thanda Cool Cool’.
How is Parachute Different?Parachute coconut hair oil: Segment- Pure coconut oil. USP- 100% pure coconut oil (“weight-test” campaign was held
proving that pure Coconut oil is heavier than impure oil) TG-Women of all ages in both urban and rural population of
India Brand Positioning-Based on the platform of purity.
In order to tap an increasing number of discerning customers, Marico has come up with value added hair oils.
Parachute Advansed takes care of all the value- added coconut personal care products, especially hair oils.
Parachute coconut Oil- On the rational front, it represented the nourishment, proteins and vitamins and on the emotional front it stood for nurturing, caring and a mother’s love
Parachute Advansed- has now positioned itself on the platform of ‘WORLD’S BEST HAIR’. Is based on research finding that the users of Parachute Advansed hair oil has better hair than the non-users of hair oils.
Other Aspects
•Best Strategies Applied So Far
•Product Differentiation Aspects
•Advertising Aspects
Best Strategies Applied So Far
• They changed pack shapes to one that is sleek, modern and aesthetic.• Flip top cap to ensure safety and purity of parachute oil• Easy jar of parachute to facilitate usage during winters• Parachute mini-a bottle shaped sachet sold at an MRP of Re
1• 20 ml parachute-a Rs 5 that enables loose oil users to
upgrade• Their establishment of a value added hair oil/hair care
category as an answer to the growing hair needs of urban India.• Nihar, Parachute Advansed and Hair & Care have each
established significant franchises.• Strong distribution network
Product Differentiation Aspects
Parachute After Shower Hair Cream› It is a special hair cream for men.
Parachute Oil Spray› It can be used by modern generation like the youth.
Parachute Ayurvedic Oil› The herbs and medicinal herbs are used to enrich the oil
content
Parachute Scalp Oil› To Prevent Excessive hair loss.
Parachute Tender coconut Hair Oil› A light coconut hair oil as an answer to the perception
that the original Parachute is heavy and sticky.
Advertising Aspects Advertising Agencies: BBH India, Ambience D’arcy Ad Agency
and Madison.
Rural Advertising: ‘Tamper-proof’ Packaging Covered more than 200 towns each in Gujarat, Maharashtra, Rajasthan and
Punjab Sponsored all social causes Used pamphlets in theatre plays in towns of Kolkata
It advertises through Televison, Print, Outdoor, Digital, Radio The brand has been endorsed by celebrities like Deepika
Padukone,Nargis Fakri, Diya Mirza, Yuvraj, Sreesanth
Advertising is heavy before Holy & during winters
Popular & effective campaigns like ‘1 hour champi kiya’, help remind people about the benefits of oiling before hair wash
Parachute also uses van campaigns, Haats in rural areas to promote the brand
Sales Promotions like ‘20% extra’ was made on the 200ml pack
Today the Blue Bottle stands for:
100% Pure Coconut Oil
Nourishment and style for the
Women of Today
And most importantly : “Tender Love and Care”
Thank You!
Lets Stay GORGEOUS Hamesha!
•Amrita Ray
•Rubina Roy
•Diptajit Majumdar
•Sourav Rakhshit
•Subhamita Majumder
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