MARICO PARACHUTES INTO SKINCARE
MARICO PARACHUTES INTO SKINCARE
Category Extension
PARACHUTE BRAND EXTENSION
BRAND PARACHUTE
BRAND PARACHUTE
Market leader in its category
Marico’s oldest brands
Parachute Coconut Oil stands for purity & quality
Brand loyalty in urban, semi-urban & rural market
MARICO
MARICO PRODUCT MIX
MARICO
India’s leading Consumer Products Group operating in the Beauty and Wellness space
Turnover of INR 47 billion (2013-14)
Sales in 25 countries
MARKET SHARE
Market Share
Body lotion category
Marico
6%
Skin Care Category
Body Lotion
5000 Cr
550 Cr
PRODUCT CATEGORYBODY LOTION
Earlier predominantly used in winter
season
Consumers are waking up to this category
Increased usage
Frequency
CATEGORY AND COMPANY GROWTH
0
10
20
30
40
50
60
70
80
2007-08 2008-09 2009-10 2010-11 2011-12 2012-13
Skin Care Category Growth - value
PRODUCT FEATURESDouble sunscreen - protection
against sun
100% natural moisturizers that
nourish from deep within
coconut-ty fragrance - lingers for
hours
Light texture of the lotion &
spreads easily
Cooling sensation on the skin soon after
application
Not greasy or oily on the skin
light green tint makes it look naturally
fresh
PRODUCT- PACKAGING
Hour glass
shape
Easy to hold
Feminine
appeal
Parachute logo in
gold to leverage
brand equity
Coconut milk –
visible clearly
Variants
differentiated by
subtle colors
• Flip-top
• Spray-on
PRICE
Competitively priced
Attractive to induce trial
Value for money
Smart pricing + Existing Brand equity
Multiple price points for consumers ranging
from trial to heavy users
PLACE
MARICO SUPPLY CHAIN
Every month, over 75 million consumer packs reach
consumers through a widespread distribution
network of around 4 million outlets
Raw Material
RDC
Plants Depots
Direct Distributors
Retailer
Super Distributors
Stockists
Primary sales
Secondary Sales
30 Depots
Total > 1100
6 RDCs(Regional Distribution Centers)
LOVE DOBARA AD-2011
PROMOTION
Concept - husband rediscovering love for
wife
Raised eyebrows overdose
of sensuality
Hedonistic advertising
Softness of the skin –functional
benefit
PROMOTION
Bring Back the touch-2015
Won Silver at APPIES 2013 Asia Pacific
Marketing Congress
Functional
benefit
removed from
audio
& visual copy
Transition from
awareness to
liking
TVC ANALYSIS
Communication
ObjectiveAwareness Liking
Ad appeal Consumer-Oriented Hierarchy
Feel Do
COMPETITIVE FRAME OF REFERENCE
Rs 375 - 400ml Rs 250 – 400 ml Rs 375 – 400ml Rs 300 – 400ml
Dry skin All skin type Instant Fairness Butter Smooth
POP
• Benefit of soft,
supple skin
MOISTURIZER • Relevance: Ease of use
• Distinctiveness: No
other brand has a
similar packaging
HOUR GLASS SHAPE
• Variants to suit different skin types
SKIN TYPES
• Relevance: Smooth
• Distinctiveness: 100%
Natural Moisturizer
COCONUT MILK
POD
PRICE
• Lowest price
POSITIONING
Target: Women(Young and middle age)
• Current non users - initiate usage due to price
• Users – seeking organic ingredients
PERCEPTUAL MAP
PRICE
LOW
LOW
HIGH
HIGH
MOISTURIZING CONTENT
2
Effective promotion
breaks clutter-Concept of love re-defined
3
1Marico Launches
Parachute Advansed
body lotion in 2012SUMMARY
100% natural
moisturizers with a
low price point-Value-for-money
REFERENCES
• http://marico.com/india/investors/performance-at-a-glance
• http://makeupandbeauty.com/parachute-advanced-deep-nourish/
• http://articles.economictimes.indiatimes.com/2011-09-05/news/30116104_1_saffola-brand-extensions-coconut-hair-oil-brand
• http://marketingpractice.blogspot.in/2011/10/brand-update-parachute-extends-to.html
• http://www.indiaretailing.com/7/31/32/10028/Parachute-launches-Advansed-Summer-Refresh-Lotion-Spray
THANK YOU
SUBMITTED BY :
SURBHI GUPTA
PGP30053
SUBMITTED TO: