2. Hair Care Market Categories in
India
Pre Wash categories - Rs.2400 Cr.
Coconut oil Rs.1500 Cr. ( 50%
unbranded)
Hair oil Rs.800 Cr.
Others conditioners, gels, hair cream
anti lice, etc. Rs.100 Cr.
Post Wash category - Rs.1100 Cr.
(Shampoo )
3. Hair oil -Unique Market
Presence of many sub segments –
Coconut, Amla, Cooling oil, Value
added coconut oil, non sticky,
problem solutions, mustard etc.
Small share of monthly outlay
High loyalty
Large size segment
Low presence of MNCs
4. Hair Oil Brands of Marico
Parachute
Medicar
Shanti Amla
Hair and Care
Malabar Coconut oil
Total Turnover Rs. 4 billion
5. Marico strategy
Presence in all segments at various
price points
Grow market- conversion of loose oil
customers to the branded product
6. Parachute
Started about 4 decades ago was not seen
as a modern brand and 50 % market was
unbranded
Hence in 1996 it was re-launched with
sleek pack and youth appeal with many
innovative packing .
At present it has a 60% share in coconut oil
segment
Parachute is one among India 's Top 100
Most Trusted Brands
It is the world's largest packaged Coconut
Oil Brand.
2004 data
7. Sales Promotion
Sales promotion consists of short-
term incentives to encourage the
purchase or sales of a product or
service and it can take form of
following promotions
Consumer,
Business,
Trade, or Sales force promotions
12. Consumer Promotion in rural areas
• Parachute is sponsors jatra (open-air folk theatres) to facilitate an
increase in Parachute's market presence in rural areas.
• Partnership in each of them would cost the company anywhere between
Rs 25,000 and Rs 65,000 depending upon the troupes that are hired.
• Discount coupons can be distributed among the spectators
15. Trade Promotion
Point of Purchase Best Product display
award at retailer level
Jo dikhta hai woh bikta hai
16. Trade Promotion
Trade Allowances
Gifts or Attractive schemes to make the
retailers and distributors to stock more which
would increase the sales
Additional margins for the retailers who sell
more
17. Trade Promotion
Incentivizing the retailers and consumers
to collect the parachute oil cans, jars,
bottles for recycling –A Trade and
consumer promotion.
Will act as a CSR initiative in conserving
the resources by recycling.
Thereby creating a goodwill for Parachute
brand in the society.
18. Trade Promotion
Contest’s & Awards:
Retailers Meeting the celebrity contest
Retail Product push winner award
Seller of the quarter
20. Business promotion
Recognition is the best incentive –
Parachute King award for the best
sales employee
Parachute Diamond award given to
best distributor at Zonal level
* In Marico this can be tracked online
by SAP module MI-NET was officially
launched July 1, 2002.
23. Existing Communication strategy
Coconut Dream :
Mass communication on the platform
of ‘caring’ with mother daughter
theme.
Communication aimed at youth for
nourishment ( proteins and vitamins)
24. New Communication
Mantra “ Pure coconut oil matlab parachute “
Communication like the "weight-test"
(proving that pure Coconut oil is heavier than
impure oil).
Synonymous with pure coconut oil the gold
standard for purity.
Effectively explain the benefits of various
innovative packing ( Flip top, wide mouth,
and tamper proof etc.)
