Brand extension of Parachute into Body Lotions

Parachute advansed Body Lotion

MARICO’S

PARACHUTE TOWELLNESS

Pawan Kumar PGP29174 Sec A

Parachute Advansed Body Lotion

• Parachute advansed body lotion a 100% natural moisturiser

• Light non sticky formulation quickly absorbed by skin

• 3rd largest player with over 7% share behind HULs vaseline and Ponds

• Marico won the World Star for Parachute Advansed Body Lotion packaging.

• Variants – advansed soft touch , deep nourish , summer fresh , butter smooth , summer refresh lotion spray

Parachute Brand

• Parachute flagship brand of Marico• More than 2 decade old coconut hair

oil brand• Positioned on the platform of purity

and quality• National presence in Rs45 bn

branded coconut oil market• 47% market share in volume• 5 year volume CAGR in rigid packs ~

8%• 35-40% market (by volume)

estimated to be in loose form

Marico : Snapshot

• Beauty & Wellness segment in Hair care , skincare , health care and male grooming

• More than 90% of turnover comes from categories in which Marico enjoys no.1 or 2. position

• Major brands Parachute , saffola , Livon , Set Wet etc.

• Market capitalization 25000 Cr• Profit for FY15 573 Cr

Growth of Body lotion market over the years

2012 2013 20140

200

400

600

800

1000

1200

Chart Title

Market share (in cr) Column1 Column2

Body lotion growth rate and share

2012 2013 20140

2

4

6

8

10

12

14

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Chart Title

Market growth rate (%) Market share(%) Column1

4 Ps of Marketing

Product

Price Place

Promotion

100% natural moisturizers

variants : soft touch , deep nourish ,summer fresh , butter smooth , summer refresh lotion spray.

value-for-money

priced very competitively

Direct reach : Over 850000 outlets

Indirect reach : 3.6 million outlets

Leveraged Modern Trade channel to drive urban growth

through TV ads , Print ads , social media

used the tagline " Love Dobara “

Competitive frame of Reference

• Target Customers – women who want soft smooth skin

- for normal to extra dry skin - for different seasons

Competitors –

Points of parity and difference

POPMoisturizer , fragrance ,

easy on skin, Dry skin , Natural extracts

PODSeasonal, Functional benefitsPOD

Price

PODEffective

ness

Brand Positioning

• 100% natural moisturisers• Targeted towards women in age

group of 18 -50• light, non-sticky formulation is

quickly absorbed by skin• For dry and extra dry skins , summer

fresh , lotion spray• Brings back the love in a women’s

life

References• http://marico.com/investorspdf/Marico_Investor_Presentation_-_May15.pdf• http://marico.com/investorspdf/Marico_Investor_Presentation_-_June14.pdf• http://marico.com/investorspdf/Marico_Investor_Presentation_-_Feb14.pdf• http://marico.com/investorspdf/Media_Release_-_Q2FY14.pdf• http://economictimes.indiatimes.com/marico-ltd/infocompanyhistory/companyid-

5886.cms• http://marico.com/india/brands/parachute-advansed-body-lotion • https://en.wikipedia.org/wiki/Marico• http://articles.economictimes.indiatimes.com/2011-09-05/news/30116104_1_saff

ola-brand-extensions-coconut-hair-oil-brand• http://marico.com/india/investors/faq• http://flickr.com• http://

marketingpractice.blogspot.in/2011/10/brand-update-parachute-extends-to.html