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 Advanced
Parachute Jasmine
Parachute Aftershower
Parachute Therapy
Parachute Advanced Starz
Parachute 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. 5

Mini – a bottle shaped small pack: Re. 1
Parachute 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