MaricoParachute Hair Oil

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.

Company Profile

Category •Consumer Products

Sector •FMCG

Tagline/Slogan •Be more everyday

USP •Huge Market: 1 out o 3 Indians uses a Marico product.

Product Profile

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

Competetion

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

Parachute Hair Oil

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

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.

Parachute Profile

Category •Personal Care brands- Haircare

Sector •FMCG

Tagline/Slogan •Gorgeous Hamesha

USP •100% Pure Coconut Oil

Competetion

Navratna Vatika Bajaj Almond Drops Garnier Dove Nihar

SWOT Analysis

Strengths

Parachute enjoys tremendous equity and trust with every passing generation

Weaknesses

Innovations like personal massager where available only in select cities and limited quantities.

Parachute Hot Oil should be a seasonal product and should be sold in winters and not during summers

The original parachute oil solidifies in winter.

Opportunities

Threats

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

• 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.

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.

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.

Segmentation

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

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)

Segmenting The Indian hair Oil Market

Coconut Based Oils 51%Heavy Amla Based Oils 15%Light hair Oils 14%Cooling Oils 12%

STP for Parachute Advansed

SEGMENTATION

DEMOGRAPHIC• F

emales

• Late teens to old age

• SEC A1, A2 and A3

• Educated Middle Class and Upper Middle Class

GEOGRAPHIC• U

rban India: Metros and Tier 1

PSYCHOGRAPHIC• F

or Women of today, who enjoy their elaborate lifestyle to the fullest and is conscious of her appearance

• Working and non-working women

• Believes in age old tradition that oil actually nourishes hair rather than going for chemicals and looking beautiful

BEHAVIORALHair oils are typically used before taking a hair wash(2-3 times a week)

TARGETI

NG

GENDER• F

emales

AGE• 1

9- 50 yrs of age

PRIMARY MARKET• M

arried, Middle aged Women and female members of her family

SECONDARY MARKET• S

ingle, Women in their twenties

• Upper Middle Class;,SEC A1, A2 and A3

• Socially Active

• Working as well as non working

POSITI

ONI

NG

• Available in different Sizes

• Suitable for different Hair Types viz. Dry/Oily etc.

• Suitable for different Hair Problems viz. Dandruff, Dry hair, Color protection

• POINTS OF DIFFERENCE

Relevance: Emphasizing on Type of Hair and the Hair oil problems commonly faced by women• D

istinctiveness: Light hair oils focusing on repairing the problem from its root

• Believability: Using ordinary looking (non-models) in advertisements

• BENEFITS

Number of Benefits like Dandruff-Control, Freedom from Dry hair, Hair-repair, Nourishment etc.

PositioningParachute 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.

The Positioning Exercise

Identifying competition – Two of the competitors of Parachute are Dabur and Navratna.

Understanding the positioning of competitors

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.

Tagline -‘Sirdard, Tension, Anidra aur Thakan Jao Bhool - Raho Thanda Thanda Cool Cool’.

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.

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.

Other Aspects

•Best Strategies Applied So Far

•Product Differentiation Aspects

•Advertising Aspects

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

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.

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

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”

Thank You!

Lets Stay GORGEOUS Hamesha!

•Amrita Ray

•Rubina Roy

•Diptajit Majumdar

•Sourav Rakhshit

•Subhamita Majumder