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Sales Promotion – Parachute Oil

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Sales Promotion – Parachute Oil

  1. 1. Sales Promotion –Parachute Oil
  2. 2. Hair Care Market Categories in India <ul><li>Pre Wash categories - Rs.2400 Cr. </li></ul><ul><ul><li>Coconut oil Rs.1500 Cr. ( 50% unbranded) </li></ul></ul><ul><ul><li>Hair oil Rs.800 Cr. </li></ul></ul><ul><ul><li>Others conditioners, gels, hair cream anti lice, etc. Rs.100 Cr. </li></ul></ul><ul><li>Post Wash category - Rs.1100 Cr. (Shampoo ) </li></ul>
  3. 3. Hair oil -Unique Market <ul><li>Presence of many sub segments –Coconut, Amla, Cooling oil, Value added coconut oil, non sticky, problem solutions, mustard etc. </li></ul><ul><li>Small share of monthly outlay </li></ul><ul><li>High loyalty </li></ul><ul><li>Large size segment </li></ul><ul><li>Low presence of MNCs </li></ul>
  4. 4. Hair Oil Brands of Marico <ul><li>Parachute </li></ul><ul><li>Medicar </li></ul><ul><li>Shanti Amla </li></ul><ul><li>Hair and Care </li></ul><ul><li>Malabar Coconut oil </li></ul><ul><li>Total Turnover Rs. 4 billion </li></ul>
  5. 5. Marico strategy <ul><li>Presence in all segments at various price points </li></ul><ul><li>Grow market- conversion of loose oil customers to the branded product </li></ul>
  6. 6. Parachute <ul><li>Started about 4 decades ago was not seen as a modern brand and 50 % market was unbranded </li></ul><ul><li>Hence in 1996 it was re-launched with sleek pack and youth appeal with many innovative packing . </li></ul><ul><li>At present it has a 60% share in coconut oil segment </li></ul><ul><li>Parachute is one among India 's Top 100 Most Trusted Brands </li></ul><ul><li>It is the world's largest packaged Coconut Oil Brand. </li></ul>2004 data
  7. 7. Sales Promotion <ul><li>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 </li></ul><ul><li>Consumer, </li></ul><ul><li>Business, </li></ul><ul><li>Trade, or Sales force promotions </li></ul>
  8. 8. Consumer Promotion
  9. 9. Parachute Loyalty programme Har pack per paayiye points …aur points par paaiye aakarshak inaam
  10. 10. Parachute Loyalty programme Har pack per paayiye points …aur points par paaiye aakarshak inaam <ul><li>50 points- 1 Hair brush free </li></ul><ul><li>150 points- 100 ml Parachute Hair Oil free </li></ul><ul><li>250 points- 100 ml Parachute Hair Therapie free </li></ul><ul><li>1000 points- 1 free visit to “Kaya Skin Clinic” </li></ul>
  11. 11. Personal Hygiene Awareness Camps in schools <ul><li>Student discounts coupons </li></ul>
  12. 12. Consumer Promotion in rural areas <ul><li>Parachute is sponsors jatra (open-air folk theatres) to facilitate an increase in Parachute's market presence in rural areas. </li></ul><ul><li>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. </li></ul><ul><li>Discount coupons can be distributed among the spectators </li></ul>
  13. 13. Consumer Promotions <ul><li>Champi booths at malls </li></ul><ul><li>Spot buy discounts </li></ul><ul><li>Surprise gifts </li></ul>
  14. 14. <ul><li>Trade Promotion </li></ul>
  15. 15. Trade Promotion <ul><li>Point of Purchase Best Product display award at retailer level </li></ul><ul><li>Jo dikhta hai woh bikta hai </li></ul>
  16. 16. Trade Promotion <ul><li>Trade Allowances </li></ul><ul><li>Gifts or Attractive schemes to make the retailers and distributors to stock more which would increase the sales </li></ul><ul><li>Additional margins for the retailers who sell more </li></ul>
  17. 17. Trade Promotion <ul><li>Incentivizing the retailers and consumers to collect the parachute oil cans, jars, bottles for recycling –A Trade and consumer promotion. </li></ul><ul><li>Will act as a CSR initiative in conserving the resources by recycling. </li></ul><ul><li>Thereby creating a goodwill for Parachute brand in the society. </li></ul>
  18. 18. Trade Promotion <ul><li>Contest’s & Awards: </li></ul><ul><ul><li>Retailers Meeting the celebrity contest </li></ul></ul><ul><ul><li>Retail Product push winner award </li></ul></ul><ul><ul><li>Seller of the quarter </li></ul></ul>
  19. 19. Business Promotions
  20. 20. Business promotion <ul><li>Recognition is the best incentive – </li></ul><ul><li>Parachute King award for the best sales employee </li></ul><ul><li>Parachute Diamond award given to best distributor at Zonal level </li></ul><ul><li>* In Marico this can be tracked online by SAP module MI-NET was officially launched July 1, 2002. </li></ul>
  21. 21. Business promotion <ul><li>Training/informative recreational tours about hair therapy and coconut oil to potential performing sales and trading partners. </li></ul>
  22. 22. Communication Strategy
  23. 23. Existing Communication strategy <ul><li>Coconut Dream : </li></ul><ul><li>Mass communication on the platform of ‘ caring ’ with mother daughter theme. </li></ul><ul><li>Communication aimed at youth for nourishment ( proteins and vitamins) </li></ul>
  24. 24. New Communication <ul><li>Mantra “ Pure coconut oil matlab parachute “ </li></ul><ul><li>Communication like the &quot;weight-test&quot; (proving that pure Coconut oil is heavier than impure oil). </li></ul><ul><li>Synonymous with pure coconut oil the gold standard for purity. </li></ul><ul><li>Effectively explain the benefits of various innovative packing ( Flip top, wide mouth, and tamper proof etc.) </li></ul>
  25. 25. Thanks