Marico..03

PRESENTATIONON ADVERTISING AND SALES

MANAGEMENT

TOPIC – PARACHUTE

Presented To: Presented By:Mr. Sachin Jain Chandandeep Ramandeep Rajvir Tejan Kiran

COMPANY MARICO

•Established in 1987• leading Indian Group in Consumer

Products & Services in the Global Beauty and Wellness space.

•Turnover of Rs. 26.6 billion

BRAND PARACHUTE

Premium grade edible Coconut OilFlagship Brand of MaricoDominates market with 53% shareThe brand has a huge loyalty, it enjoys equity and trust.

Contributors to Parachute's success:• The quality of the product has been the major

contributor• Innovations in the packaging from the aspect

of user-friendliness have and continue to help Parachute grow.  

• Innovation for Parachute are: - Flip Top Cap for Parachute bottles - Easy Jar during winters - Parachute Mini - being sold at Re 1 - 20 ml Parachute - New Products

AN UNCOMMON JOURNEY

Within 15 years they have transformed themselves from a small Family owned business toa professionally managed set-up that has begun to leave its mark in the global arena.

Parachute brought coconut oils out of tins into a consumer friendly packaging.

From a loosely available commodity to a path-breaking brand, Parachute pioneered the switch from coconut oil sold in tins to plastic. Parachute is also available in pouch packs, to service the rural sectors, increasing penetration.

Innovation and more modern and new products.

PRODUCT RANGE•Parachute Advansed:

•Parachute Advansed coconut hair oil from Parachute has been made especially keeping in mind the needs of hair.The product is a direct result of consumer needs.

•Innovations from Parachute Advansed:

Personal Champi Hot Champi Easy Champi

Presented the all new Parachute Advansed Revitalizing Oil. It is a coconut oil enriched in Thyme, Patchouli, Rosemary and special warming oil which keeps it hot from within, gives extra care during winter.

•Parachute Advansed Revitalizing Hot Oil

With the evolution of style and fashion, social sanction for oily "chipku" hair was rapidly on the wane. Research among hair oil users indicated a strong level of dissatisfaction with the odour and stickiness after using traditional hair oils.

Parachute Jasmine has been designed as a hair oil that gives a consumer the ideal blend of nourishment and sensorial, delivered through a completely non-sticky format and a lingering fragrance.

•Parachute Jasmine:

The need for males to look good has never been more important.

Parachute Aftershower styling gels & creams offer new age consumer a range of male grooming products .

It grabbed an impressive 28% market share.

Meant for the younger audience who were looking for a product that would help them "look the part" everyday

•Parachute Aftershower Gel and After Shower Antidandruff Cream:

•Parachute Therapie

Parachute Therapie Hair Fall Solution is a unique scientific formulation from Marico Developed after 6 years of intensive research, product development and consumer trial. It is completely safe to use and helps control hair fall naturally.

Parachute Advansed Starz is a range of hair care products specially created between 3-10 years. This range includes Parachute Starz Gentle Shampoo, Parachute Starz Non-Sticky Hair Oil and Parachute Advanced Starz Nourishing Cream Gel.

•Parachute Advansed Starz:

COMMUNICATION

Advertising Agencies BBH India Ambience D’arcy Ad Agency Madison Ad Agency

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

TV CommercialsParachute Advanced• Parachute Advansed Holi Ad• Parachute Advanced Winter AdParachute Jasmine• Parachute Jasmine Blinkers AdParachuteAdvanced Starz• Chocolate Shampoo Ad (Choose

Your Avatar)

Idea: A punching doll to represent the anti-fall proposition.

Inflatable hair strands conveying 'Fight Fall' was randomly placed at leading malls and movie halls.

On seeing this bop hair strand, people by instinct began to punch or tried to knock it down.

OOH MEDIAParachute Advanced

Parachute Advanced Starz

Advert title: Kiosks

BUDGET

• Marico spends around Rs. 85 crores on Advertising.

• Spends more than Rs. 20 Crores only on parchute.

• Promotional expenses are increased from 66.9% to 84.9% by the year 2009 , with 7% increase in sales.

PRINT CommercialsParachute Advansed :

Popular Commercials of all Times

•The commercial titled KITE was done by AMBIENCE D'ARCY advertising agency for PARACHUTE ADVANCED COCONUT HAIR OIL (MARICO INDUSTRIES company) in INDIA. It was released in the August 2002.

•The commercial titled PLAY SAFE was done by Madison advertising agency for PARACHUTE HAIR OIL (MARICO INDUSTRIES company) in INDIA. It was released in the March 2006. Business sector is Use of Mixed Media.

•The commercial titled SWING was done by AMBIENCE D'ARCY advertising agency for PARACHUTE ADVANCED COCONUT HAIR OIL (MARICO INDUSTRIES company) in INDIA. It was released in the August 2004.

New CommercialsParachute’s new TVC• READY HAMESHA

• RURAL

• Creator : BBH• Parachute Advanced is aiming to revitalize its image

among young Indian women who grew up with the brand

Place –

Parachute sells all over India both in urban as well as rural India.

Parachute Hair Oil is sold through retailers like supermarkets, kiranas, baniyas, general stores etc

Promotion –

It advertises through Televison, Print, Outdoor, Digital, Radio.

The brand has been endorsed by celebrities like Deepika Padukone, Diya Mirza, Yuvraj, Sreesanth.

Advertising is heavy before Holi & during winters.

Popular & effective campaigns like ‘1 hour champi kiya’, Help remind people about the benefits of oiling before hairwash.

Parachute also uses van campaigns, Haats in rural areas to promote the brand.

Sales Promotions like “20% extra” was made on the 200ml pack.

Bibliography

• http://www.afaqs.com/advertising/creative_showcase/search.html?skeyword=parachute

• http:// en.Wikipedia.com/ BartleBogleHegarty.htm

• http:// indiantelevision.com/para_sampoorna• http://info.shine.com/Article/Industries/

Consumer-goods-firms-increase-spending-on-ads-promotions/2962/cid1.aspx

• http://infimedia.net/commercials/india/para.htm

THANKS