Introduction

Marico is a Indian consumer goods company providing consumer products and services in the areas 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

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 centre (R & D) was formed to work on possible extensions of Parachute brand Market Share of 48%

STPD
Product Parachute Coconut Oil Parachute Advanced Parachute Jasmine Parachute Therapie Segmentation
Hair Care

Target All classes

Positioning
Purity

Differentiation
Innovative Packaging Light Fragrant

Hair Care

Working Women

Strong hair

Hair Care

Young and appearance conscious consumer Image conscious, Metrosexuals

Non Sticky

Light Fragrant

Hair Care

Hair fall solution

45 Days therapy

Hair Care Parachute Advanced Starz(Shampoo)

Children

Gentle Shampoo

Fun filled fragrance (Strawberry)

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Market Analysis
-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 categorised into Coconut hair oil (50%), Amla (18%), Light (17%), Cooling (10%) and Tonics and gels (5%)

Market Analysis
Total Hair Oil Market: 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.

MARKET ANALYSIS
Tonic & Gels, 5

Cooling10

Light, 17

Coconut Hair Oil, 50

Amla, 18

Competitive Analysis
In the Coconut category, the largest segment of the hair oil market, Maricos Parachute is by far the leader. With its other brand, Nihar, its share of the market is close to 50 per cent. Dabur has now made a foray into this segment with Vatika In Amla hair oil, Dabur rules the roost with its Dabur Amla which has a market share of 72 per cent Amongst light and fragrant hair oils, Bajaj Almond Drops leads the pack In cool hair oil, Kolkata-based Emami sits on half the market with Himani Navratna

Competitive Analysis
Category Market Leader Market share

Coconut Hair oil

Parachute

50%

Amla Hair Oil

Dabur Amla

72%

Light & Fragrant Hair Oil

Bajaj Almond Drops

42%

Cool Hair oil

Himami Navratna

65%

Promotion
-Print Media -Endorsement by celebrities -Television -Radio Sales promotions - 20% extra , festive season promotion Internet Advertising- facebook

Mall branding

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Advertising Agencies
BBH India Ambience Darcy Ad Agency Madison Ad Agency

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

Rural Add Campaigns

Parachute Anti Loose Oil Rural Campaign

Brand strategy
Brand Awareness Brand Performance Brand Imagery

Brand Personality

Brand Judgments Brand Quality Brand Credibility Brand Feeling Brand Superiority Brand Resonance

Media Campaign

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.
Urban Sales Territories Towns Covered (000's) Distributors Super Distributors Stockists Retail Outlets Reach (millions) 1.65 135 3.2 850 120 3,600 0.85
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International Bangladesh Middle East Egypt

Rural 35 11

Maricos Distribution Network in India

Place : Distribution Chain

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Pricing
Major factors impacting pricing Copra and oil seed input costs Packaging costs Competitors
During Q3FY09, Copra prices remained firm, they were higher 30% YoY. To offset the sharp rise, Marico undertook price increase 5% increase in the retail prices of Parachute in August 2008, in addition to a 5% price increase initiated in April 2008

Pricing Method Competitive Promotional pricing (20% extra)

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Pricing
Product
Parachute Coconut oil
500 ml - Rs 90 200 ml - Rs 39 20 ml - Rs 5 Mini - Rs 1 375ml Rs 80 212.5ml - Rs 48 80 ml Rs 27 300 ml Rs 72 150 ml Rs 46 100 ml Rs 29 150 ml Rs 80 (Antidandruff) 50 ml Rs 37 (Antidandruff) 150 ml Rs 62 (Regular) 50 ml Rs 35 (Regular) 190 ml Rs 190 100 ml Rs 99 100 ml Rs 54

Prices

Parachute Advansed

Parachute Jasmine

Parachute Aftershower

Parachute Therapy Parachute Advansed Starzz