A project on

PArachute
hair oil

COURSE CODE : MGT - 411

COURSE TITLE : Project Management
 Department of Business Administration
Submitted To
Mahanaz Hoque
Assistant Professor

Submitted By
BBARF34171004 – Ifrat Jahan Snigdha
BBARF34171030- Shammi Sultana Mim

Batch-34th
Program-BBA
Semester-Fall
Submission Date-7-11-2019

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Executive summary:
Parachute is the flagship brand of Marico . Before the 1992 economic
liberalisation in India , the government classified vegetable oils as an
essential commodity. In the late 1990s, Marico made its first serious
entry into foreign markets by setting up a manufacturing plant in
Bangladesh. A market leader in its category and one of our 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 market. Parachute's market share rose to 70% within ten
years and it had become one of the most recognized and trusted brands
in that country.

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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 started a small trading business in Mumbai.
 1948 Bombay oil industries setup by Mariwala family
 1990 Marico industries Ltd formed.
 Marico limited, together with It’s various consumer goods and services in India, the
middle east,Asian countries, Egypt and the United States.
 Marico limited 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 service such as hair care, skin care and healthy foods.
 The company products and service reach out to more than 25 countries across Asia and
the African contentment.
 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.
 It is headquartered in Mumbai, India and employs around 1080 people.

Project :
A project maybe defined as a series of related job usually directed towards some output and
require a significant period of time to perform.
A project is a complex non -routine one time effort limited by the budget resources and
performance specification and designed to meet customer demand.

Project planning :
Project planning is a discipline for stating how to complete a project within a certain timeframe,
usually with defined stages, and with designated resources.
One view of project planning divides the activity into:
 Setting objectives (these should be measurable)
 Identifying deliverables
 Planning the schedule
 Making supporting plans

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Company profile :
 Marico limited ( Marico) is a consumer product and service company which operates in
the beauty and wellness space.
 The company was founded in 1857 By kanji and It’s headquartered in Mumbai, India
 The company provides coconut oils, edible oils, hair oils and other products, fabric care
products, processed foods, soaps, baby carw products as well as skin care and ayurvedic
products.
 The company products and service reach out to more than 25 countries across Asia and
the African containment.
 The company operates in India, Egypt, Bangladesh, South Africa, Vietnam, Singapore,
Malaysia, the UAE. It’s headquartered in Mumbai, India and employs around 1,080
people.

Marico entering a new market with the brand Parachute:

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

Parachute

Product type Hair products

Owner Marico

Produced by Marico

Country India

Markets Asia

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 Previous owners Bombay Oil Industries

Website www.parachutegold.com
www.parachuteadvansed.com

Objectives:
 To know how for consumer purchase decisions are influenced by the advertisements of
parachute coconut oil.
 To know about the satisfaction level of consumer with regard to parachute coconut oil.

 To know the company preference towards parachute coconut oil.

 To know the consumer perception towards the price of parachute coconut oil.

Mission:
The Marico innovation'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.
 A framework to leverage innovation for quantum growth.
In our processes, we endeavour to always be mindful of the impact we have on our environment.

Vision:
 We aim to be producer of choice for coconut oil and coconut oil related products.
 Quality without compromise.
 Fairness unquestioned.

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 Marketing Mix Of Parachute Coconuts Hair oil
 4Ps (Marketing Mix)

 – Product
 –Price
 –Place
–Promotion

 STPD

Parachute- The Brand Portfolio

Parachute

Coconut Oil Oil Variants Creams/Shampo

os/Gels
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 Parachute Parachute
Parachute Parachute Parachute
Night Repair Advansed
Advansed Jasmine Therapie
Cream Starzz
Products
•Parachute coconut oil
 –Premium edible grade coconut oil
 –Positioned on the platform of purity
 –Innovations in packaging for user friendliness and aesthetics

•Parachute Advansed
 –Contains essential oils of ylang-ylang to give it a rich and deepfragrance
 –With regular use hair strength is known to increase byup to 16%
- When applied prewash, Parachute Advansed reduces protein loss upto 28% and restores the hea
lth of hair 

•Parachute Jasmine
 –Light, fragrant oil that can be used everyday to nourish and style your hair 
 –Gives healthy, non-sticky, free flowing and fragrant hair

 •Parachute Aftershower 
 –Non-sticky
 – Anti-dandruff, Works 24x7
 –Makes hair 50% stronger 
 –Styles hair 

•Parachute Therapie
 –Unique scientific formulation
 –Developed after 6 years of intensive research, product development andconsumer trial
 –helps control hair fall naturally

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•Parachute Advansed Starz
 –Made from natural ingredients
 –Coconut Proteins - For gentle nourishment
 –Vitamin Shakti - Fortify and strengthen hair 
 –Strawberries - A yummy fragrance that children love.

Pricing
•Pricing Method
 –Competitive
 –Promotional pricing(20% extra)
•Pricing Strategy
 –Economy / Value??
•Major factors impacting pricing
•Copra and oil seed input costs
•Packaging costs
•Competitors

Pricing

Product Prices
Parachute Coconut Oil 500ml- Rs 90

200ml- Rs 39

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 20ml- Rs 5

Mini - Rs 1

Parachute Advansed 375ml- Rs 80

212.5ml-Rs 48

80ml - Rs 27

Parachute Jasmine 300ml- Rs 72

150ml- Rs 46

100ml- Rs 29

Parachute Aftershower 150ml- Rs 80 (Antridardruff)

50ml - Rs 37(Antridandruff)

150ml- Rs 62 (Regular)

50ml- Rs 35 (Regular)

Parachute Therapy 190ml- Rs 190

100ml - Rs 99

Parachute advansed Starzz !00ml - Rs 54

PLACE
•Channels
 –Distributors –Retailers–Consumers
 –Retailers includes - Kirana Stores, Supermarkets, Medical Shops,Co-operative Stores etc.

•Coverage

 –All India market
•Urban

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•Semi-urban and
•rural markets - primary focus.

 –International
•Bangladesh•Middle East•Egypt

Place : Distribution Chain

Promotion
Print Media - Magazines, 2 day print adds for parachute therapie,news papers.
Wall painting
Endorsement by celebrities like Deepika Padukone, Diya Mirza,Yuvraj, Sreesanth

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 Television - 1 hr champi kiya, Gorgeous Hamesha (parachute Advansed)
Radio - 45 Day hair fall solution,- parachute therapie
Sales promotions - 20% extra , festive season promotion
Internet Advertising- facebook
Mall branding.
 
•Rural add campaingns-Parachute Anti Loose Oil Rural CampaignBangladesh,
•Convert loose oil buyers into Parachute pouch customers-Tamilnadu

 •Success stories of add campaingns
•25% conversion from loose coconut oil usage to Parachute Pouch Pack,
•Van campaingns in the villages with more than 100000 population

STPD
Product Segmentation Tareget Positioning Differentiation

Parachute Hair Care All classes Purity Packaging Weight test

Coconut Oil

Parachute Hair Care Working women Strong hair Light Fragnant

Advansed

Parachute Hair Care Young & appearance Non sticky Light Fragnant
Jasmine conscious consumer

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Parachute Hair Care Image Hair fall 45 Days therapy
Therapies conscious,Metrosexuals solution

Parachute Hair Care Children Gentle Fun filled

Advansed shampoo fragnance(Strawberry)
starz(Shampoo
)

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Coconut Oil Manufacturing Process Flowchart

Coconut oil is an edible oil which is extracted from the Copra. In the whole
tropical world, it has provided the primary source of fat in the diet of millions of
people for generations. It has various applications in food, medicine and industry.
Here are some business opportunities in coconut oil production business at many
places around the world including India, Indonesia, Philippines, Nigeria and
Africa.

Equipment & Machinery for starting Coconut oil

Manufacturing business:
Here are the important coconut oil manufacturing plant machines you need to
start an oil manufacturing business:

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  Boiler
 Copra Cutter
 Copra Dryer
 Cooker / Kettle
 Copra Oil Expeller Machines
 Crude coconut oil storage tanks
 Oil Filter Press Machines
 Bucket Elevator
 Screw conveyor
 Filtered oil storage tanks
 Volumetric filling machine
 Storage drums

PREFERENCE TOWARDS VARIOUS BRANDS OF

PARACHUTE COCONUT OILS

Variety No. Of Respondents % Of Respondents

Parachute Coconut oil 56 56%

Parachute Jasmine 24 24%
Parachute Lite 12 12%
Parachute enrich 8 8%

Description : From the above table it is clear that 56% of the

respondents are aware of parachute coconut oil & 24% of them are
aware of parachute jasmine,12% of them are aware of parachute lite &
8% of them are aware of parachute enrich.

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Existing strategies
 It has been a long road for Parachute (the first branded coconut oil
in the indian market)& the journey began more than four decades
ago.
 Today the blue bottle is a strong metaphor for the coconut oil
category & reaches 18million households every year.
 On the rational point,it represented the nourishment,proteins &
vitamins & on the emotional front it stood for nuturing,caring &
mother's love.

Improvement in the functionality area

Wide Mouth jar,easy jar & the Flip Top pack with
Tamper proof seal.
The Easy jar positioned as the all season jar was
launched as the 'Kamaal ka Dhakkan' mainly to
address the North markets where severe winters make
the hair oiling challenge.
The jar that offers the twin benefits of a wide mouth &
has an easy pour cap which ensure that the pack
doesn’t suffer seasonally
Best Strategies Applied So Far

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 Changed pack shapes to one that is sleek,modern &
aesthetic.
 Flip top cap to ensure safety & 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
 Strong distribution network

Success
•Relevance to the New Age Consumers throughInnovation in Packaging and New Produc
t Development
•Parachute - achieved a volume growth of about 8% involume over Q3 FY09 in rigid pac
ks

•Parachute’s share in the coconut oil category for the 12months ended December ’
09 was 45.9%.
 

 
Failure
•PARACHUTE STARZ - Shampoo for Kids category
Diversion from Core Product Offering

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 TV commercial-insufficient Buzz about the Product amongst the Kids
Print Ads & ads on Bus Shelters failed to market the product adequately.

•Parachute’s Brand Equity did not work in the Brand Extensions like Hair 
Gel,Shampoo and Hair Cream + Gel

 –Parachute :After Shower Hair Gel
The Yuvi –Shreesanth Ad–Impression Ek din me nahi banta
Parachute Cream Gel:
Mother & Son Ad - Starz Cream Gel -
Health + Style

Conclusion:

 From the survey conducted it can be concluded that many of the respondents are from
middle class.
 From the survey conducted it can be concluded that main source of awareness for the
respondents was advertisements.
 From the survey conducted it can be concluded AFC most of the respondents have gone
for parachute coconut oil.
 From the survey conducted it can be concluded that the main reason which made of
respondents go for parachute coconut oil was the aspect of quality and they are satisfied
with it.
 From the survey conducted it can be concluded that majority of the respondents are
influenced by the advertisements of parachute coconut oil.
 From the survey conducted it can be concluded that the majority of the respondents as
satisfied with the bottle packing of parachute coconut oil.
 From the survey conducted it can be concluded that the majority of respondents rate the
price of parachute coconut oil as moderate.
 From the survey conducted it can be concluded that the majority of the respondents
satisfactions level towards the product is 100%.

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REFERENCE :

 www.marico.com
 Www.Parachuteadvanced.com
 http://strategicbrand.blogspot.com/2007/06/parachute-oil.html

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