Vision:

We shall offer brands that enhance the appeal and

nourishment 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 elements
which give it meaning.

MARICO
Brands
PARACHUTE
SAFFOLA
AFTER SHOWER
HAIR N CARE
KAYA SKIN CLINIC
NIHAR
SHANTI BADAM AMLA
REVIVE

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

SAFFOLA- Aapka Hrudai Rakhe

SURAKSHIT

http://www.afaqs.com/advertising/creative_showcase/index.html?id=5551&media=T
V&type=Indian

Phase 1
Purpose- Position Saffola as an oil, for people
with heart problems
Target Segment- People with heart problems
and their families

Saffola- Dil Ko Rakhe JAWAN

http://www.afaqs.com/advertising/creative_showcase/index.html?id=22069&media=TV
&type=Indian

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

STP-Saffola Oil
Segmentation variables- Age, region, health and
lifestyle
Target Segment-Middle aged, stress related
problems and urban-fast lifestyle
Targeting Strategy- Earlier it used to be niche
marketing but now with increase in health
consciousness and change in job patterns the
segment itself has grown bigger
Positioning- Oil for Healthy heart

ANSOFFs Model
For SAFFOLA

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

Parachute
Maricos flagship brand
Worlds largest coconut oil brand
Parachutes volume share-46%
Maricos share in branded oil segment-53.3%

Categories

Parachute Hair Gel

Parachute Hair Oil
Parachute Hair Cream
Parachute AfterShower
Parachute Therapie
Parachute Advansed
Parachute Hair Conditioner

Hair Oil categories

Product

Product description

Target

Parachute Advansed
coconut hair oil

Personal Champi A
combination pack
consisting 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

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

Specially created for
Gentle Shampoo,
children between age 3-10
Parachute Starz Non-Sticky years
Hair Oil and Parachute
Advanced Starz Nourishing
Cream Gel

BCG Matrix
Market Share
High

Growth Rate

Stars
High

(Parachute)

Low

Cash Cows

Low

???

Dogs

An interesting print ad

Some brand ambassadors

Future Growth prospects

Continue promoting Parachute
Relaunch of Parachute Therapy in 2009
Prototyping of two differentiated cooling oil
variants in Bihar and Andhra Pradesh

PARACHUTE AFTER SHOWER

The market for Hair styling gels & creams is predicted to be around
Rs 200-250 Million
Prior to Parachutes product, the very well know Brylcream
occupied 80% share in this segment.
Parachutes main aim was not to eat into the market share of
Brylcream but to expand the market of this product and thus create
a base for itself.
For this it roped in Yuvraj Singh to be its brand ambassador who in
its advertisements by Ambience Publicis is seen styling his hair at
different points of the day in different styles to set it right for the
moment. 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%.

STP
Segmentation:
Geographic segmentation Urban and Semi Urban Areas.
Demographic segmentation Youth (average age of 25), gender (male),
income (High and medium income groups with substantial disposable
income).
Psychographic segmentation Outgoing lifestyle, Attitude to try new
products, urge to look trendy.
Targeting:
The target group for this particular brand are Youth who have a
moderate disposable income and urge to look trendy.
Positioning:
Points Of Parity: A hair styling gel for men for every day use
Points of Difference: The product has been positioned as an everyday
use PARACHUTE product which doesnt cause any harm to the hair due
to its use of nutritional components.

DISCLAIMER
Prepared by team ADVERB:
- Our knowledge is also limited about the
subject
- Critiques and suggestions invited