Introduction

• Marico is a Indian consumer goods company providing consumer

products and services in there as of Health and Beauty based in Mumbai
• 1862- Kanji Morarji started a small trading business in Mumbai
• 1948- Bombay oil industries setup by Mariwala family
• 1990- Marico industries Ltd formed
Marico limited, together with its various consumer goods and services in India,
the middle east, Asian countries, Egypt, and the united states.
Marico Limited (Marico) is a consumer product and service company which
operates in the beauty and wellness space.
 The company is engaged in the manufacturing, sales and distribution of
consumer products and services such as hair care, skin care and healthy foods.
The company's products and services reach out to more than 25 countries
across Asia and the African continent.
The company provides coconut oils, edible oils, hair oils and other hare
products, fabric care products, processed foods, soaps, and baby care products,
as well as skin care and ayurvedic products.
It is headquartered in Mumbai, India and employs around 1,080 people.
Vision And Mission

• The Marico Innovation Foundation’s

mission is to provide the nation with
first: a belief that Innovation is possible
and is the way to leapfrog India into
the center stage of global business
leadership, and second: a framework
to leverage innovation for quantum
growth.
• The foundation is steered by a
governing council that oversees both
its vision and direction.
• Marico Limited (Marico) is a fast moving • Brands
consumer products and services company, • Parachute
which is operating
• in the beauty and wellness space. The
• Saffola MAJOR
• Hair &
company's products and brands include the
following:
Care PRODUCTS
• Nihar
• Products:
• Coconut oil
• Shanti AND BRANDS
• Mediker
• Edible oils
• Revive
• Hair oils
• Manjal
• Fabric care products
• Set wet
• Healthy foods
• Zatak
• Soaps
• Livon
• Male grooming products
• Kaya
• Baby care products
• Female beauty care products
The Product under
Study

The product that we have selected for our study is

Marico's Parachute Hair Oil.
We have considered the following variants under the
brand name of Parachute Hair Oil.
 Parachute -Shudhta Ki Shakti
• First Branded coconut oil in the country
• Journey began 4 decades ago
• 50% of the market was unbranded
• Hence it was re-launched with sleek pack
with innovative packing
• Parachute is one of the top 100 most
trusted brand
• It is world largest packaged coconut oil
brand
• Switch from Coconut oil in Tins to Plastic
• Coconut Dream center (R & D) was
formed to work on possible extensions of
Parachute brand
• Market Share of 48%
 Product

Pure Coconut Oil Parachute Amla Oil

Parachute Hot Oil Parachute Advansed Oil

Parachute Tender Coconut Oil Parachute Jasmine Oil

Parachute Sampoorna Oil Parachute Secret Hair Oil

 Marketing Mix of Parachute
The marketing mix of Parachute shows us the 4P’s of Parachute which can
also be called the PRODUCT MARKETING MIX OF PARACHUTE.
Parachute is the leading coconut oil brand in India.
 Products
 Parachute is premium edible grade coconut oil, a market leader in its
category.
 Synonymous with pure coconut oil in the market & is positioned on the
platform of purity.
 Parachute thus enjoys tremendous equity, trust with every passing
generation & loyalty in the urban as well as rural sectors of India.
 Innovations in the packaging whether from the aspect of user-friendliness
or aesthetics have and continue to help Parachute grow.
• Parachute Advansed: Parachute Advansed
contains essential oils of ylang-ylang to give it a
rich and deep fragrance.
• Innovations from Parachute Advansed:
 Personal Champi – It is a combination pack
consisting of a Parachute Advansed 300 ml bottle
and a head massager.
Hot Champi – It consists of hair oil warmer and a
bottle of Parachute Advansed coconut hair oil.
Parachute Advanced Revitalizing Hot Oil – This
oil is enriched with a special warming oil which
keeps it hot from inside. It gives extra care during
winter & does not freeze in winters.
• Parachute Jasmine –
gives nourishment,
has a lingering fragrance
completely non-sticky format.
post-wash oil.
• Parachute After shower –for range of male grooming products
• Parachute Therapies – A Therapies to reduce hair fall in 45 days
• Parachute Advanced Starz –This range includes
Parachute Starz Gentle Shampoo
Parachute Starz Non-Sticky Hair Oil and
Parachute Advanced Starz Nourishing Cream Gel.
 Pricing

• Major factors impacting pricing

Copra and oil seed input costs
Packaging costs
Competitors
• Pricing Method
Competitive
Promotional pricing (20% extra)
 Pricing
Product Prices
Parachute Coconut oil 500 ml - Rs 90
200 ml - Rs 39
20 ml - Rs 5
Mini - Rs 1
Parachute Advansed 375ml–Rs 802
12.5ml - Rs 48
80 ml–Rs 27
Parachute Jasmine 300 ml–Rs 72
150 ml–Rs 46
100 ml–Rs 2
Parachute After shower 150 ml–Rs 80 (Antidandruff)
50 ml–Rs 37 (Antidandruff)
150 ml –Rs 62 (Regular)
50 ml–Rs 35 (Regular)
Parachute Therapy 190 ml –Rs 190
100 ml –Rs 99
Parachute Advansed Starzz 100 ml–Rs 54
 Place- Distribution
• Channels–
Distributors – Retailers – Consumers
Retailers includes - Kirana Stores, Supermarkets, Medical
Shops,Co-operative Stores etc.
• Coverage –
 All India market
Urban
Semi-urban and
rural markets - primary focus
International
Bangladesh
Middle East
Egypt
 Promotion- 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
Advertising will be
exercised with a media
mix, which will consist of:
• Print Media- Newspapers of various Languages
• Audio visuals- Televisions
(The channels selected by keeping in mind about target
audience i.e. the lady of the house – channels showing
good TRP ratings for their soaps; the influencers i.e. her
offspring – music, movie channels, cartoons, etc.
• Audio- Radio
(Contest under Sponsor Programme)
• Outdoor- Hoarding
(Placed at areas that are prone to traffic jams and at toll
Stations)
• Internet Advertising- Facebook
• Mall branding
The brand has been endorsed by
celebrities like
Deepika Padukone,
“World’s Best Hair”
“Gorgeous Hamesha”
Diya Mirza
“1 Hour champi kiya kya”
Yuvraj
“style on every day”
Nargis Fakhri.
“Flatter your hair and it will return the
favor”
Advertising is heavy before Holi & during winters. Popular & effective
campaigns like ‘1 hour champi kiya’ (have you done an oil head massage 1
hour before shampooing) help remind people about the benefits of oiling
before hair wash.

Parachute also uses van campaigns, Hats in rural areas to promote the
brand.
Sales Promotions like “20% extra” was made on the 200ml pack.
 Parachute Loyalty
Programme
Har pack per paayiye points … aur points
par paaiye aakarshak inaam

• 50 points- 1 Hair brush free

• 150 points- 100 ml Parachute Hair Oil free
• 250 points- 100 ml Parachute Hair Therapie
free
• 1000 points- 1 free visit to “Kaya Skin Clinic”
 Brand strategy

• Brand Awareness
• Brand Performance
• Brand Imagery
• Brand Personality
• Brand Judgments
Brand Quality
Brand Credibility
Brand Feeling
Brand Superiority
Brand Resonance

• Media Campaign
• Hair oil market is valued at Rs.
6 billion
• Unlike market abroad, India
has a large quantity of
consumers whose hair care
expenditure also includes hair
oils
• The penetration level of hair oil
is around 87%. Around 50%
of the population uses hair oil
everyday
• The hair oil market in India is
categorized into
 Coconut hair oil (50%),
 Amla (18%),
 Light(17%),
 Cooling (10%) and
 Tonics and gels(5%)
Main Competitors & Substitutes
 Creating superior value proposition. Why a
consumer should buy a product?
• Consumer preferences are changing. The youth now didn't want to have Oil -
on- their hair look.
• This prompted Marico to look into the Value Added hair Oil market.
• Marico decided to depend less on the basic Parachute oil and we saw a series of
new product launches.
• Marico launched Parachute with jasmine
fragrance which was well received by the
market.
• Also came Parachute Advansed and Parachute
Sampoorna.
• path-breaking brand, Parachute pioneered the switch from coconut oil sold in
tins to plastic.
• Parachute is also available in pouch packs, to service the rural sectors.
 Strengths

1. Premium edible grade coconut oil

2. One of the most recognized and trusted brands
3. Market leader in its category, has a huge loyalty in the urban & rural sections of
India
4. Synonymous with pure coconut oil & is positioned on the platform of purity
5. Brand has sought to remain relevant and differentiated through a slew of
initiatives in packaging & communication like the “weight-test” (proving that pure
Coconut oil is heavier than impure oil).
6. Parachute enjoys tremendous equity and trust with every passing generation
7. Is entering the shampoo market with Starz and has a range specifically for the age
group of 3-10yrs
 Weaknesses

• Innovations like personal massager where available in select cities and

limited quantities
• Parachute Hot Oil should be a seasonal product and should be sold in
winters and not during summers in places where it gets very hot
• The original parachute oil solidifies in winter season.
 Opportunitie
s
• Parachute can get into skin care by introducing oils for application
on the entire body
• Parachute should launch variants that have not only coconut but
also other natural ingredients that benefit the hair. This will help
fight competition from brands that are not made of coconut but
other ingredients like badam, amla, mustard etc.
• Should launch variants that make the head feel cool and refreshed
 Threats

• Many players are entering the market

• Parachute as a brand is positioned as a coconut oil. Competitor
brands are communicating the advantages of using oils that are
made of badam, amla, mustard etc.
• Though Marico is expected to roll out its Maha Thanda brand in
March 2009 which is in the cooling hair oil segment, Parachute
can lose market share as it does not have a product in that
category
 THANK YOU

By-
Siddhi Gawde (DHRM)
Pallavi Bhalerao (DHRM)
Pranita Thombre (DHRM)
Chhavi Arya (DHRM)
Priyanka Somani (DHRM)
Ajinkya Palande (DHRM)