Marico- Parachute

PRESENTED BY:- MEGHA CHANANI ARCHANA ANKITA JYOTI RANJAN AMIT KUMAR

R :- Road of success

U :- Untapped market

R :- Real root of marketing

A :- Agricultural land

L :- Land of undugged gold

INTRODUCTION:-

• Marico Industries Limited, manufacturer of Parachute products is a multinational organisation with its head office in Mumbai, India.

• Marico offers brands through the Parachute product lines that enhance the appeal and nourishment of hair and skin through distinctive products required for healthy living, largely based on the advantages and goodness of coconut and other natural substances.

Parachute coconut oil. Parachute is one among India 's Top 100 Most Trusted Brands and is the world's largest packaged Coconut

Oil Brand.

MARICO INDUSTRIES LTD- Parachute

• Marico Industries chalked out a major rural marketing initiative to create awareness for the new Parachute `tamper-proof’ coconut hair oil. The tamper-proof Parachute oil was rolled out in new tamper-resistant sealed cap so as to tackle the issue of duplicate products in the marketplace. As part of the plan, the company covered rural markets in five major states which include Gujarat, Maharashtra, Rajasthan and Punjab, where the problem is rampant. The company has targeted to cover 200 towns in each of these states.

20 ml Parachute

- Rs 5

Products:-

Parachute AdvancedParachute Jasmine Parachute Aftershower Parachute Therapy Parachute Advanced StarzParachute Sampoorna

PRODUCT STRATEGY:-

The rural consumer is very conscious about getting:-

‘Value for money’. Low price. High quality, and Multiple uses.

Innovation strategy:

• The following are some example:-

20 ml Parachute - a Rs 5 SKU that enables loose oil users to upgrade to Parachute.

Flip Top Cap for Parachute bottles to enhance the safety and protect the purity of Parachute

Parachute Mini - a bottle shaped small pack being sold at an MRP of Re. 1

Easy Jar of Parachute to facilitate usage especially during winters

PRICE STRATEGY:-

• Rural markets are low price high volume growth markets. The rural markets being intensely price-sensitive in comparison to urban markets, reaching at a lower cost is a major challenge

Price -

Parachute: 200ml – Rs. 39, 20ml – Rs. 5Mini – a bottle shaped small pack: Re. 1Parachute Advanced: 80ml – Rs. 27, 170ml – Rs. 48, 300ml – Rs. 80 Parachute Jasmine: Rs.500ml – Rs. 90, 50ml – Rs. 12,

Promotion Strategy:-

• The challenge is to create communication that would help the rural consumer in recognizing brands, logos, visuals and colors. To effectively tap the rural markets, a brand must associate with their culture and personality

Marketing & Advertising:-

• In order to position coconut oil brand- Parachute Uttam in rural Bengal Marico Industries Ltd had tied up with a Kolkata-based folk theatre group and sponsored all social causes to capture the rural market. It tied up with a folk theatre group called Gram and which traveled to the interiors of Bengal.

CONTD…

It issued pamphlets during the shows and increased its visibility to the rural folk through this association

The company took such a step because the company believed the genesis of folk theatre. The tremendous popularity of folk theatre was also another reason

FOLK THEATRE:-

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 It is also sold in Bangladesh and the Middle East.

TARGET AUDIENCE:-• The primary target audience of ‘Parachute’ is women

of all ages in both urban and rural population of India.

PIONEERING IDEA:-

Parachute pioneered the idea of selling the coconut oil in plastic.

FUTURE PLANS:-

SUGGESTIONS:-

Best solution for enter into the rural markets, that is the company should start the production in rural areas. Then it is easy to distribute and also its increase the local sprit. Develop rural shopping malls. Rural shopping malls act as a two-way supply chain. While selling goods to the farmers and also buy their farm produce. Use a combination of wholesalers and retailers to penetrate every nook and corner of rural market.

CONCLUSIONS:-

• A silent revolution is sweeping the Indian countryside. The marketing battle fields has shifted from the cities to the villages, but in this battle both consumers and companies are winners, it is a win-win situation.

‘Go Rural’ seems to the latest slogan.

THANK YOU