Parachute final1

1. Marico Parachute Hair Oil

2. 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.

3. Company Profile

4. Product Profile Consumer Products Parachute                          Hair & Care Shanti Amla Silk and Shine Mediker                             Revive Kaya Skin Clinic Saffola Sweekar Oil

5. Competetion ITC L'Oréal Nirma Ltd HUL Colgate-Palmolive Procter and Gamble Dabur

6. Parachute Hair Oil Parachute  is a brand name for a range of coconut-based hair products manufactured by Marico.

7. 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.

8. Parachute Profile

9. Competetion Navratna Vatika Bajaj Almond Drops Garnier Dove Nihar

10. SWOT Analysis

11. Strengths

12. Weaknesses Opportunities

13. Threats

14. Situation Analysis Today the blue bottle is a strong metaphor for the Coconut Oil category and reaches 18 million households every year .

15. 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.

16. 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.

17. 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.

18. Segmentation The main market segment for Parachute Brand is people who firmly believe in nutritious value of the product.

19. 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)

20. Segmenting The Indian hair Oil Market

21. STP for Parachute Advansed

22. Positioning Parachute 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.

23. The Positioning Exercise Identifying competition – Two of the competitors of Parachute are Dabur and Navratna . Understanding the positioning of competitors

24. 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. T agline -‘ Sirdard , Tension, Anidra aur Thakan Jao Bhool - Raho Thanda Thanda Cool Cool ’.

25. 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.

26. 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.

27. Other Aspects Best Strategies Applied So Far Product Differentiation Aspects Advertising Aspects

28. 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

29. 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.

30. 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

31. 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”

32. Thank You! Lets Stay GORGEOUS Hamesha ! Amrita Ray Rubina Roy Diptajit Majumdar Sourav Rakhshit Subhamita Majumder