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Vision:
We shall offer brands that enhance the appeal andnourishment of hair and skin through distinctive
products and services based on the goodness of
coconut, other natural substances and the underlying
science of hair care and skin care.
We shall make available brands that contribute to
healthy living, through, both products drawn from
agriculture offered in natural or processed forms, and
services.
This vision of Marico is shown in the logo with the help
of Trees. More precisely coconut tree shaped elementswhich give it meaning.
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MARICO
Brands
PARACHUTE
SAFFOLA
AFTER SHOWER
HAIR N CARE
KAYA SKIN CLINIC
NIHAR
SHANTI BADAM AMLA
REVIVE
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SAFFOLA- From Surakshit to Jawan
Saffola, positioned on the 'good for Heart'
platform was small in volume terms, till 1993,
when a series of hard-hitting ads took the
brand to new heights
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SAFFOLA- Aapka Hrudai Rakhe
SURAKSHIT
http://www.afaqs.com/advertising/creative_showcase/index.html?id=5551&media=TV&type=Indian
http://www.afaqs.com/advertising/creative_showcase/index.html?id=5551&media=TV&type=Indianhttp://www.afaqs.com/advertising/creative_showcase/index.html?id=5551&media=TV&type=Indianhttp://www.afaqs.com/advertising/creative_showcase/index.html?id=5551&media=TV&type=Indianhttp://www.afaqs.com/advertising/creative_showcase/index.html?id=5551&media=TV&type=Indianhttp://www.afaqs.com/advertising/creative_showcase/index.html?id=5551&media=TV&type=Indian8/10/2019 Ad Times Marico
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Phase 1
Purpose- Position Saffola as an oil, for people
with heart problems
Target Segment- People with heart problems
and their families
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Saffola- Dil Ko Rakhe JAWAN
http://www.afaqs.com/advertising/creative_showcase/index.html?id=22069&media=TV
&type=Indian
http://www.afaqs.com/advertising/creative_showcase/index.html?id=22069&media=TV&type=Indianhttp://www.afaqs.com/advertising/creative_showcase/index.html?id=22069&media=TV&type=Indianhttp://www.afaqs.com/advertising/creative_showcase/index.html?id=22069&media=TV&type=Indianhttp://www.afaqs.com/advertising/creative_showcase/index.html?id=22069&media=TV&type=Indianhttp://www.afaqs.com/advertising/creative_showcase/index.html?id=22069&media=TV&type=Indian8/10/2019 Ad Times Marico
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Phase 2
Purpose- Expand the customer base further by
targeting those young professionals who
suffer of job burnouts, appear disinterested
and feel exhausted after work
Target Segment- Young professionals and their
families
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STP-Saffola Oil
Segmentation variables- Age, region, health andlifestyle
Target Segment-Middle aged, stress relatedproblems and urban-fast lifestyle
Targeting Strategy- Earlier it used to be nichemarketing but now with increase in healthconsciousness and change in job patterns the
segment itself has grown biggerPositioning- Oil for Healthy heart
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ANSOFFs Model
For SAFFOLA
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MARKET PENETRATION STRATEGY
Saffola Gold
Saffola Active
Saffola Tasty
PRODUCT DEVELOPMENT STRATEGY
Saffola Functional Foods
-For cholesterol management
-Saffola Salt Plus- For controlling
blood pressure
MARKET DEVELOPMENT STRATEGY
Recent foray in to Dubai
DIVERSIFICATION
Saffola Arise- Ab rice bana active
http://www.afaqs.com/advertising/creative_showcase/index.html?id=16832&media=TV&type=Indianhttp://www.afaqs.com/advertising/creative_showcase/index.html?id=19371&media=TV&type=Indian8/10/2019 Ad Times Marico
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Parachute
Maricos flagship brand
Worlds largest coconut oil brand
Parachutes volume share-46%
Maricos share in branded oil segment-53.3%
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Categories
Parachute Hair Gel
Parachute Hair Oil
Parachute Hair Cream Parachute AfterShower
Parachute Therapie
Parachute Advansed Parachute Hair Conditioner
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Hair Oil categories
Product Product description Target
Parachute Advansed
coconut hair oil
Personal ChampiA
combination packconsisting of a Parachute
Advansed bottle & a head
massager- Hot Champi
All-aware young &
demanding Indian woman
Parachute Jasmine Hair Oil Healthy, non-sticky, free
flowing and fragrant hair
Users dissatisfied with the
odour and stickiness of
traditional hair oil.
Parachute Aftershower Parachute Aftershower
styling gels & creams offer
a range of male grooming
products
New age male consumers
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Hair Oil categories (cont..)
Product Product description Target
Parachute Therapie A Therapie to reduce hair
fall in 45 days
Consumers with hair fall
problems
Parachute Advanced Starz Includes Parachute Starz
Gentle Shampoo,
Parachute Starz Non-Sticky
Hair Oil and Parachute
Advanced Starz Nourishing
Cream Gel
Specially created for
children between age 3-10
years
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BCG Matrix
Stars
(Parachute) ???
Cash Cows Dogs
High Low
High
Low
Market Share
Gro
wthRate
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An interesting print ad
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Some brand ambassadors
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Future Growth prospects
Continue promoting Parachute
Relaunch of Parachute Therapy in 2009
Prototyping of two differentiated cooling oil
variants in Bihar and Andhra Pradesh
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PARACHUTE AFTER SHOWER
The market for Hair styling gels & creams is predicted to be aroundRs 200-250 Million
Prior to Parachutes product, the very well know Brylcreamoccupied 80% share in this segment.
Parachutes main aim was not to eat into the market share of
Brylcream but to expand the marketof this product and thus createa base for itself.
For this it roped in Yuvraj Singh to be its brand ambassador who inits advertisements by Ambience Publicis is seen styling his hair atdifferent points of the day in different styles to set it right for themoment. It thus promoted this product as a daily necessity and
increased the market for this product. Maricos current market share in this segment is 42%.
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DISCLAIMER
Prepared by team ADVERB:
- Our knowledge is also limited about the
subject
- Critiques and suggestions invited