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Parachute Hair Oil: Assignment G2 - FMCG Marketing - Group2 - Ver 1.1

Parachute is a market leader in branded hair oils in India with over 50% market share. It pioneered the switch from coconut oil sold in tins to plastic bottles. Marico launched Parachute in the early 1990s to introduce a branded product in the largely unbranded hair oil market. Over time, Parachute has launched extensions like fragranced varieties, smaller packs, and products for different hair and consumer types to maintain its market leadership. Its strategies have focused on increasing accessibility and availability across customer segments.

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Deepa Kunder
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4K views16 pages

Parachute Hair Oil: Assignment G2 - FMCG Marketing - Group2 - Ver 1.1

Parachute is a market leader in branded hair oils in India with over 50% market share. It pioneered the switch from coconut oil sold in tins to plastic bottles. Marico launched Parachute in the early 1990s to introduce a branded product in the largely unbranded hair oil market. Over time, Parachute has launched extensions like fragranced varieties, smaller packs, and products for different hair and consumer types to maintain its market leadership. Its strategies have focused on increasing accessibility and availability across customer segments.

Uploaded by

Deepa Kunder
Copyright
© Attribution Non-Commercial (BY-NC)
We take content rights seriously. If you suspect this is your content, claim it here.
Available Formats
Download as PPTX, PDF, TXT or read online on Scribd
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Parachute

Hair Oil

Assignment G2_FMCG Marketing_Group2_Ver 1.1 1


History of the Product
• Parachute is premium edible grade coconut oil, a
market leader in its category.
• Parachute is positioned on the platform of
purity.
• Parachute pioneered the switch from coconut oil
sold in tins to plastic.

Assignment G2_FMCG Marketing_Group2_Ver 1.1 2


History of the Product
• Parachute is the market leader in the branded
hair oil market with a market share of around
53%.
• The brand was established emphasizing Caring
and Mother - Daughter relationship.
• This is a 1500 crore industry which is dominated
by unbranded oils.
• Marico in early 1990's made a bold step in
launching a brand in this segment.

Assignment G2_FMCG Marketing_Group2_Ver 1.1 3


Understanding the existing strategies
• It has been a long road for Parachute (the first
branded coconut oil in the Indian market) and
the journey began more than four decades ago.

• Today the blue bottle is a strong metaphor for


the Coconut Oil category and reaches 18 million
households every year.

• The Parachute story is even more remarkable


considering that the brand has stood the test in
face of players with deep pockets and fickle
consumers with growing aspirations.
4
Assignment G2_FMCG Marketing_Group2_Ver 1.1
• The Coconut Dream was taken forward in
communication at 2 levels.

• 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.

• From the initial stand of purity to that of clarity


to the Vital Nourishment, the brand has made
the tough passage and gone from strength to
strength.
Assignment G2_FMCG Marketing_Group2_Ver 1.1 5
• Improvement in the functionality area : Wide
Mouth Jar, Easy Jar and the Flip Top pack with
Tamper proof seal .

• The Easy Jar positioned as the ‘all season jar’


was launched as the ‘ Kamaal ka Dhakkan’
mainly to address the North markets where
severe winters make the hair oiling a challenge.

• The jar that offers the twin benefits of a wide


mouth and has an easy pour cap which ensure
that the pack does not suffer seasonality.
Assignment G2_FMCG Marketing_Group2_Ver 1.1 6
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
• Strong distribution network.
Assignment G2_FMCG Marketing_Group2_Ver 1.1 7
Marico’s strategy was focused on increasing its
presence across the entire hair oil segment by
launching value- added products and through
brand and product extensions.
The company had attempted to tackle the
unorganised segment through low-cost and small-
unit packs.
Other extensions are:
Brand name: Parachute Advanced refined hair oil
and Parachute Jasmine
Target audience: Young and appearance conscious
consumer.
Positioning: Focuses upon the fragrance aspect of
the oil. 8
Assignment G2_FMCG Marketing_Group2_Ver 1.1
Brand name: Parachute After shower Hair Cream
Target audience: Young men (SEC A, B)
Positioning: Focuses upon stylish look, non sticky and
nourishing aspect.

Brand name: Parachute Sampoorna


Target audience: Women customers
Positioning: Focus on providing strong hair.

Brand name: Parachute Natural shampoo


Positioning: On the platform of ‘Naturals’ which makes
hair healthier
Assignment G2_FMCG Marketing_Group2_Ver 1.1 9
Strategies to increase market share

 Parachute with different fragrance:


• Rose
• Jasmine
• Neem

Assignment G2_FMCG Marketing_Group2_Ver 1.1 10


CONTINUED…
 New parachute oil bottle with press
mechanism as a new feature.

•Usage as per the use.

•It will reduce the psychological fear of the


consumer .
•Parachute oil in a transparent bottle so that
customers understand the optimum usage of the
product.

Assignment G2_FMCG Marketing_Group2_Ver 1.1 11


Parachute Baby Oil

• It is a special hair oil for kids


• Moistures baby delicate skin and helps protect
from dryness scalp

Assignment G2_FMCG Marketing_Group2_Ver 1.1 12


Parachute Oil Spray

• It can be used by modern generation like the


youth.
• Instant usage.
• Optimum utilization.

Assignment G2_FMCG Marketing_Group2_Ver 1.1 13


Parachute Oil For Different Hair Types

• Curly hair
• Silky hair
• Rough hair
• Straight hair

Assignment G2_FMCG Marketing_Group2_Ver 1.1 14


Parachute Ayurvedic Oil

• The herbs and medicinal herbs are used to


enrich the oil content.
• It would help to nourish your hair growth and
strengthen it.
• People having hair scalp problem can make
optimum utilization of the ayurvedic hair oil.

Assignment G2_FMCG Marketing_Group2_Ver 1.1 15


Parachute Scalp Oil
• To Prevent Excessive hair loss.
• To Reduce density of oil in hair because a survey
revealed that excessive content of oil in hair leads to
hair loss as the oil clogs in hair and leads to
formation of wax in the scalp thus leading to
damage of scalp.

Assignment G2_FMCG Marketing_Group2_Ver 1.1 16

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