The document summarizes information about the Marico company and its Parachute brand of coconut hair oil. Marico was founded in 1957 in Mumbai, India and is a leading consumer products company in India. Parachute is Marico's flagship brand and India's leading hair oil. It has dominated the hair oil category for decades with a 53% market share. Parachute is positioned as a pure coconut oil that nourishes hair, and through constant innovation, has remained India's most trusted haircare brand.

2. The company was founded in 1957 By Kanji Morarji and is
headquartered in Mumbai ,India.
The company provides coconut oils, edible oils, hair oils and other hair
care products, fabric care products, processed foods, soaps, and baby
care products, as well as skin care and ayurvedic products.

3. Category
• Consumer Products
Sector
• FMCG
Tagline/
Slogan
• Be more everyday
USP
• Huge Market: 1 out o 3 Indians uses a
Marico product.

4. Consumer Products
 Parachute
 Hair & Care
 Shanti Amla
 Silk and Shine
 Mediker
 Revive
 Kaya Skin Clinic
 Saffola
 Sweekar Oil

5.  ITC
 L'Oréal
 Nirma Ltd
 HUL
 Colgate-Palmolive
 Procter and Gamble
 Dabur

6. Parachute is a brand name for a range of coconut-
based hair products manufactured by Marico.

7. 
A market leader in its
category and one of their
oldest brands, Parachute
coconut oil today stands for
purity and quality.
 Over the years, the brand
has seen a lot of innovations
in packaging, sizing and
tamper-proofing.
 Parachute enjoys enormous
loyalty in urban, semi-urban
and rural sectors.
 Parachute Advansed stands
for care and nurturance; and
tries to fulfill the needs of its
myriad consumers through
various offerings in the
portfolio.

8. Category •Personal Care brands- Haircare
Sector
•FMCG
Tagline/
Slogan
•Gorgeous Hamesha
USP
•100% Pure Coconut Oil

9.  Navratna
 Vatika
 Bajaj Almond Drops
 Garnier
 Dove
 Nihar

11.  Strengths
Market leader in its category, has a huge loyalty in the
urban & rural sections of India
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)
Parachute enjoys tremendous equity and trust with
every passing generation
One of the most recognized and trusted brands

12. Weaknesses
Innovations like personal massager where available
only in select cities and limited quantities.
Parachute Hot Oil should be a seasonal product and
should be sold in winters and not during summers
The original parachute oil solidifies in winter.
Opportunities
Parachute can get into skin care by introducing oils for
application on the entire body
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.

13. 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.

14. Today the blue bottle is a strong metaphor for the Coconut Oil
category and reaches 18 million households every year.

15. • Marico had established this
brand in 1987.
• The hair oil market in India is
a 6664 crore industry which is
dominated by unbranded oils.
According to 2012 survey
Parachute has bagged the
market share of 53% .
Marico’s Parachute is the
‘Brand Leader’ and it is the
first brand in that segment.
• Parachute has been enjoying
the market position since
three decades
• The core and continuous focus
on the hair oil market is the
key concept behind this
success.
• Parachute has constantly
changed its brand with time
and demand and has not
ignored the older touch of the
brand.
• With timely changes in the
brand like Parachute
Advanced and Parachute
Jasmine, they have provided
options to customers who
prefer Brand Switching with
every next purchase.

16.  Marico had established this brand in 1987.
 The hair oil market in India is a 6664 crore industry which is
dominated by unbranded oils. According to 2012 survey Parachute
has bagged the market share of 53% . Marico’s Parachute is the
‘Brand Leader’ and it is the first brand in that segment.
 Parachute has been enjoying the market position since three
decades
 The core and continuous focus on the hair oil market is the key
concept behind this success.
 Parachute has constantly changed its brand with time and demand
and has not ignored the older touch of the brand.
 With timely changes in the brand like Parachute Advanced and
Parachute Jasmine, they have provided options to customers who
prefer Brand Switching with every next purchase.

17. There is no doubt that Parachute has understood the Indian Market with
a deep grasp.
 In India the customers prefer mini purchases frequently. Since their
major market is in rural area, customers prefer different sizes and
Parachute has provided all the options. Even one rupee sachets are
available.
 The supply chain of Parachute has no issues and each and every
retailer whether it is a rural area or an urban area, has brand
availability.
 Parachute has captured the constant market share despite of giant
competition in FMCG sector hair oil segment with various unbranded
options.

19. The main market segment for Parachute Brand is
people who firmly believe in nutritious value of the
product.

20.  DEMOGRAPHIC
› Females
› Early teens to old age
› SEC B,C and D
 GEOGRAPHIC
› Urban and Rural India
 PSYCHOGRAPHIC
› Working and non-working women
› Believes in age old tradition that oil actually nourishes hair rather than going
for chemicals and looking beautiful
› Parachute coconut hair oil has mainly targeted the women of all age category of
rural and urban market. The main reason behind targeting the women is that in
male segment there was not particular choice in hair oil.
 BEHAVIORAL
 Hair oils are typically used before taking a hair wash(2-3 times a week)

21. Coconut Based
Oils 51%
Heavy Amla
Based Oils 15%
Light hair Oils
14%
Cooling Oils
12%

23. SEGMENTATION DEMOGRAPHIC
•Females
•Late teens to old age
•SEC A1, A2 and A3
•Educated Middle Class and
Upper Middle Class
GEOGRAPHIC
•Urban India: Metros and
Tier 1
PSYCHOGRAPHIC
•For Women of today, who
enjoy their elaborate
lifestyle to the fullest and is
conscious of her
appearance
•Working and non-working
women
•Believes in age old tradition
that oil actually nourishes
hair rather than going for
chemicals and looking
beautiful
BEHAVIORAL
Hair oils are typically used
before taking a hair wash(2-
3 times a week)
TARGETING
GENDER
•Females
AGE
•19- 50 yrs of age
PRIMARY MARKET
•Married, Middle aged
Women and female
members of her family
SECONDARY MARKET
•Single, Women in their
twenties
LIFESTYLE
•Upper Middle Class;,SEC
A1, A2 and A3
•Socially Active
•Working as well as non
working
POSITIONING
POINTS OF PARITY(POPS)
•Available in different Sizes
•Suitable for different Hair
Types viz. Dry/Oily etc.
•Suitable for different Hair
Problems viz. Dandruff, Dry
hair, Color protection
•POINTS OF DIFFERENCE
Relevance: Emphasizing on
Type of Hair and the Hair oil
problems commonly faced
by women
•Distinctiveness: Light hair
oils focusing on repairing
the problem from its root
•Believability: Using ordinary
looking (non-models) in
advertisements
•BENEFITS
Number of Benefits like
Dandruff-Control, Freedom
from Dry hair, Hair-repair,
Nourishment etc.

24. 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
manipulated’.
They have maintained the trust of people with affordable
prices and no controversies.

25.  Identifying competition – Two of the
competitors of Parachute are Dabur and
Navratna.
 Understanding the positioning of competitors

26. Dabur Vatika coconut Hair Oil
 Segment- Value added coconut
hair oil.
 USP-Has henna, amla & lemon
along with coconut oil.
 TG- women of all ages urban and
rural who are appearance
conscious and wants herbal
components for a problem free
hair.
 Brand positioning- was that of ‘A
premium coconut hair oil with the
extra nourishment of henna, amla
and lemon to provide problem-
free hair’.
 Tagline- ‘proof hai,better hai’.
Himani Navratna Hair Oil
 Segment- Therapeutic Hair oil.
 USP- Has nine Ayurvedic herbs,
provides stress relief.
 TG-Masses, especially young and
middle aged people who suffer
from a day to day stressful life.
 Positioning -is based on
rejuvenation.
 Tagline -‘Sirdard, Tension, Anidra
aur Thakan Jao Bhool - Raho
Thanda Thanda Cool Cool’.

27. Parachute coconut hair oil:
 Segment- Pure coconut oil.
 USP- 100% pure coconut oil (“weight-test” campaign was
held proving that pure Coconut oil is heavier than impure oil)
 TG-Women of all ages in both urban and rural population of
India
 Brand Positioning-Based on the platform of purity.
 In order to tap an increasing number of discerning
customers, Marico has come up with value added hair oils.
 Parachute Advansed takes care of all the value- added
coconut personal care products, especially hair oils.

28.  Parachute coconut Oil- On the rational
front, it represented the nourishment, proteins
and vitamins and on the emotional front it stood
for nurturing, caring and a mother’s love
 Parachute Advansed- has now positioned
itself on the platform of ‘WORLD’S BEST HAIR’. Is
based on research finding that the users of
Parachute Advansed hair oil has better hair than
the non-users of hair oils.

29. •Best Strategies Applied
So Far
•Product Differentiation
Aspects
•Advertising Aspects

30. Best Strategies Applied So Far
• They changed pack shapes to one that is sleek, modern and
aesthetic.
• Flip top cap to ensure safety and purity of parachute oil
• Easy jar of parachute to facilitate usage during winters
• Parachute mini-a bottle shaped sachet sold at an MRP of
Re 1
• 20 ml parachute-a Rs 5 that enables loose oil users to
upgrade
• Their establishment of a value added hair oil/hair care
category as an answer to the growing hair needs of urban
India.
• Nihar, Parachute Advansed and Hair & Care have each
established significant franchises.
• Strong distribution network

31.  Parachute After Shower Hair Cream
› It is a special hair cream for men.
 Parachute Oil Spray
› It can be used by modern generation like the youth.
 Parachute Ayurvedic Oil
› The herbs and medicinal herbs are used to enrich the oil content
 Parachute Scalp Oil
› To Prevent Excessive hair loss.
 Parachute Tender coconut Hair Oil
› A light coconut hair oil as an answer to the perception that the
original Parachute is heavy and sticky.

32.  Advertising Agencies: BBH India, Ambience D’arcy Ad Agency
and Madison.
 Rural Advertising:
 ‘Tamper-proof’ Packaging
 Covered more than 200 towns each in Gujarat, Maharashtra, Rajasthan
and Punjab
 Sponsored all social causes
 Used pamphlets in theatre plays in towns of Kolkata
 It advertises through Televison, Print, Outdoor, Digital, Radio
 The brand has been endorsed by celebrities like Deepika Padukone,Nargis
Fakri, Diya Mirza, Yuvraj, Sreesanth
 Advertising is heavy before Holy & during winters
 Popular & effective campaigns like ‘1 hour champi kiya’, help remind people
about the benefits of oiling before hair wash
 Parachute also uses van campaigns, Haats in rural areas to promote the brand
 Sales Promotions like ‘20% extra’ was made on the 200ml pack

33. Today the Blue Bottle stands for:
100% Pure Coconut Oil
Nourishment and
style for the Women
of Today
And most importantly : “Tender
Love and Care”

34. •Amrita Ray
•Rubina Roy
•Diptajit Majumdar
•Sourav Rakhshit
•Subhamita Majumder