2. PRODUCT PORTFOLIO OF MARICO
CONSUMER PRODUCTS
• Parachute
• Hair & care
• Shanti Amla
• Silk & Shine
• Mediker
• Revive
• Kaya skin clinic
• Saffola
3. PARACHUTE HAIR OIL
It is a brand name for a range of coconut based hair care product manufactured by Marico.
PARACHUTE COCONUT OIL
• Market leader in its category stands
for purity & quality
• Have seen a lot of innovation in its
packaging sizing and tamper
proofing.
• Enjoys enormous loyalty in urban
and semi urban & rural sectors
PARACHUTE ADVANSED
• Stands for care and nurturance and tries
to fulfill the needs of their unlimited
consumers through various offerings in
portfolio.
4. UNDERSTANDING THE MARKET
PARACHUTE HAS CONSTANTY
CHANGED ITS BRAND WITH TIME &
DEMAND AND HAS NOT IGNORED THE
OLDER TOUCH OF BRAND
WITH TIMELY CHANGES IN THE BRAND
PARACHUTE ADVANSED AND PARACHUTE
JASMINE , THEY HAVE PROVIDED
OPTIONS
TO CUSTOMERS WHO PREFER BRAND
SWITCHING
5. SEGMENTATION
The main market segment for Parachute brand is people who firmly believe in nutritious
value of the product.
1. Demographic -
• Females
• Early teens to old age
• SEC – A1,A2,C,D
2. Geographic -
• Urban & Rural (Metros and tier 1)
3. Psychographic -
• Working and Non working women
• Believes in age old tradition that parachute oil actually nourishes hair rather than going
for chemical products & looking beautiful.
• Has mainly targeted the women of all age category of rural and urban market. The main
reason behind
targeting the women is that the male segment has no particular choice in hair oil.
4. Behavioral-
• Hair oils are typically used before taking a hair wash (2-3 times in a week)
6. TARGETING
Every Indian household especially the middle class.
1. GENDER :
• Females
2. AGE :
• 19-50 years of age
3. PRIMARY MARKET :
• Married , middle aged women & female members of her family.
4. SECONDARY MARKET :
• Single, Women in their twenties
5. LIFESTYLE :
• Upper middle class , SEC(Socio economic class) A1,A2(upper most
consuming class),C(Middle segment), D(lower most segment)
• Socially active
• Working & Non Working women
7. POSITIONING
1. POINT OF PARITY -
• Available in different sizes
• Suitable for different hair types ; like – for dry as well as oily hairs
• Suitable for different hair problems such as Dandruff, dry hair , color
protection
2. POINT OF DIFFERENCE –
• Relevance – emphasizing on type of hair and hair oil problems commonly
faced by women.
3. DISTINCTIVENESS –
• Focusing on repairing the problem from roots
4. BELIEVABILITY/CREDIBILITY –
• Used ordinary looking non models in advertisement
5. BENEFITS –
Dandruff control , freedom of dry hair , hair repair , nourishment etc.
8. TAGLINE-
'Power of 5- Har boond mein zyaada'.
It is apt for communicating all possible
alternative beauty uses of Parachute
Coconut Oil
And only Marico has the advantage to
claim all these uses because all
other oil brands have value added oils,
not suitable for any use other than HAIR.
POSITIONING
• PARACHUTE HAS POSITIONED ITS FIRMNESS WITH 100%
PURITY.
• THEY HAVE CAMPAIGNED WITH “WEIGHT TEST” WITH THE
PROVEN STATEMENT THAT “PURE COCONUT OIL IS HEAVIER
THAN THE MANIPULATED”.
• THEY HAVE MAINTAINED THE TRUST OF PEOPLE WITH
AFFORDABLE PRICES AND NO CONTROVERSIES.
