http://en.wikipedia.org/wiki/File:Marico_Logo.svg

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.

MAJOR PRODUCTS

AND BRANDS

• Marico Limited (Marico) is a fast moving consumer products and services company, which is operating

• in the beauty and wellness space. The company's products and brands include the following:

• Products:• Coconut oil• Edible oils• Hair oils• Fabric care products• Healthy foods• Soaps• Male grooming products• Baby care products• Female beauty care

products

• Brands

• Parachute

• Saffola

• Hair & Care

• Nihar• Shanti• Medik

er• Reviv

e• Manjal• Set

wet• Zatak• Livon• Kaya

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 Sampoorna Oil

Parachute Jasmine Oil

Parachute Secret Hair Oil

Marketing Mix of ParachuteThe 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 includesParachute Starz Gentle ShampooParachute Starz Non-Sticky Hair Oil and Parachute Advanced Starz Nourishing Cream Gel.

Pricing

• Major factors impacting pricingCopra and oil seed input costsPackaging costsCompetitors

• Pricing MethodCompetitivePromotional pricing (20% extra)

PricingProduct Prices

Parachute Coconut oil 500 ml - Rs 90200 ml - Rs 3920 ml - Rs 5Mini - Rs 1

Parachute Advansed 375ml–Rs 80212.5ml - Rs 4880 ml–Rs 27

Parachute Jasmine 300 ml–Rs 72150 ml–Rs 46100 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 190100 ml –Rs 99

Parachute Advansed Starzz 100 ml–Rs 54

Place- Distribution • Channels–

Distributors – Retailers – ConsumersRetailers includes - Kirana Stores, Supermarkets, Medical

Shops,Co-operative Stores etc.• Coverage –

All India marketUrbanSemi-urban andrural markets - primary focus

InternationalBangladeshMiddle EastEgypt

Promotion- Advertising Aspects• Advertising Agencies:

BBH IndiaAmbience D’arcy Ad Agency andMadison.

• Rural Advertising:‘Tamper-proof’ PackagingCovered more than 200 towns each in Gujarat,

Maharashtra, Rajasthan and PunjabSponsored all social causesUsed 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 JudgmentsBrand QualityBrand CredibilityBrand FeelingBrand SuperiorityBrand 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 oil2. One of the most recognized and trusted brands3. Market leader in its category, has a huge loyalty in the urban

& rural sections of India4. Synonymous with pure coconut oil & is positioned on the

platform of purity5. 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.

Opportunities 

• 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

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

THANK YOU