Professional Documents
Culture Documents
Advertisement Analysis
Submitted By:
Bhumika Bunha
PGDM 14-16
SECTION-I
Roll No: 10
Submitted
TO
Brands
The organisation holds a number of brands including Parachute, Saffola, Hair&Care, Nihar,
Mediker, Revive, Manjal, Livon, Set Wet, Zatak, Fiancee, HairCode, Eclipse, X-Men, Hercules,
Caivil, Code 78 and Black Chic.
Parachute
Parachute is the flagship brand of Marico which consists of edible grade coconut oil.
Marico manufactures and markets its coconut based hair oils under its popular brand
Parachute Advansed and a series of extensions thereof.
Others
Marico's brands and their extensions occupy leadership positions[citation needed] with
significant market shares[citation needed] in a number of health and beauty areas.
Saffola is essentially blended refined edible oil which is claimed to be beneficial for
Heart health. It is marketed under the names of New Saffola, Tasty and Active. All of
them contain blended vegetable oils in various proportions. The main type of oils which
are blended include Rice Bran oil, Kardi oil or Safflower oil, Corn oil and Soya oil.
Harsh Mariwala is the chairman and Saugata Gupta is MD and CEO of this organisation.
Marico has a significant presence in Bangladesh, South East Asia, Middle East, Egypt
and South Africa. Marico reported a net profit of Rs 573 Crore in 2014-15
Product Analysis:
Parachute Advansed Enriched Hair oil comes with the goodness of coconut oil and other herbal
ingredients like Amla, Hibiscus, Mehendi and Lemon.
The oil serves consumers who believe that their hair requires more than just the care of coconut
oil.
The various herbal ingredients present in this oil address particular hair related issues.
Lemon keeps the scalp clean and gets rid of dandruff
Mehendi makes hair soft and smooth
Amla strengthens the roots of hair
Hibiscus makes hair black
Advertisement Analysis
https://www.youtube.com/watch?v=TkUelIRe2BA
Advertisement Brief
The TVC features a young girl who is exposed to new experiences like falling of her scooter and
sticking a sorry note to the damaged car, getting her house maid a gift and eating dahi-cheeni
(sweet curd) to keep her mom happy. When Parachute Advansed attempts to become a part of
that shaping, it becomes much more than hair oil in her life. As it gradually grows her hair, it
begins to play a role in her own growing up. She says, Badhti hun main roz thoda thoda, jab
apni har galti se kuch seekh leti hun, Jab kar rishtey se utani hi judti hun, badti hun main roz
thoda thoda, badti hun main jab auron ki khushi ke liye kuch karti hun. The voiceover says:
Jaise ap roz thoda badhti hain parachute advanced se aapke bal bade teen guna zyada, roz thoda
thoda, kyunki khoobsurat hai badhna.
TARGETING
In the beginning the target market was females of all age groups who used coconut oil. Today
with various variants available like Parachute advanced, Parachute advanced starz, Parachute
Therapies, etc, target market has shifted to focus on consumers with hair fall problem, consumers
who have kids of age 3-10 years, consumers who dont want sticky hair but look for fragrance
and free flow of oil in all season. One of its main target is youth who have moderate income and
like experimenting with their hair, hence need good hair care product. There are following types
of market targeting:
1.
Mass Target Marketing
2.
Product Specialized Marketing
3.
Market Specialized Marketing
4.
Individual Target Marketing
5.
Differentiated Target Marketing
6.
Niche Target Marketing
POSITIONING
Parachute has always established itself as a natural product which offers nutrient value to hair;
Parachute hair oils have been positioned as everyday use hair care products. This played
in favour of Parachute a few years back when there were hardly any competitors as it gave the
brand another name to hair oil in households. This has given more flexibility and leverage to the
brand from the beginning itself.
Conclusion:
Parachute is the market leader in the branded hair oil market with a market share of
around 53%.
Marico has positioned Parachute in the platform of purity.
This focus on purity clearly differentiated the product from the rest of the unbranded oils.
Parachute knew the pulse of the urban market and emphasised that the oil is non greasy
and prompted the TG to experience the brand.
The advertisement shows the girl that learns from each and every mistake of her and
grows every day.
Parachute conveyed a message through there advertisement that the way a girl or women
grows each day in the same way to grow their hair 3 times longer apply hair oil.
There tag line khoobsurat hai badhna meaning its beautiful to grow fully satisfies the
advertisement.