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1 Hour Champi Kiya Gorgeous Hamesha Love Jatao

Marico developed strategies to transition Parachute coconut oil from tin cans to plastic bottles and introduce smaller sachet sizes. They made the bottles hard for rats to carry and sachets affordable at Rs. 1 and Rs. 5 to attract different customer segments. Parachute is positioned as traditional, pure, and clarifying hair care while different variants address specific hair issues like damage, scalp irritation, or add scents.

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JUHI CHAKRABORTY
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32 views3 pages

1 Hour Champi Kiya Gorgeous Hamesha Love Jatao

Marico developed strategies to transition Parachute coconut oil from tin cans to plastic bottles and introduce smaller sachet sizes. They made the bottles hard for rats to carry and sachets affordable at Rs. 1 and Rs. 5 to attract different customer segments. Parachute is positioned as traditional, pure, and clarifying hair care while different variants address specific hair issues like damage, scalp irritation, or add scents.

Uploaded by

JUHI CHAKRABORTY
Copyright
© © All Rights Reserved
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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Leaning toward natural

Campaign
• Ayurvedic
• 1 hour champi kiya
• Pure coconut oil is
• Gorgeous Hamesha
heavier than modified
• Love Jatao
• 100% purity guarantee.

Technical fronts projected


Campaign targeting
• Anti-hair fall
Communication Strategy • 18-24 years girls
• Weight-test
Strategies used by Parachute
1st Strategy
● Marico developed plastic bottles with spherical forms that would be challenging for
rats to hold.
● Marico made the decision to transition from using huge tin cans, which were
challenging to transport over long distances, to square-shaped plastic bottles since they
were more convenient and easier to handle.
● Given their prior experiences, merchants were hesitant to keep these plastic bottles on
their shelves, so Marico conducted multiple experiments to persuade them of the
bottles' durability.
● Midway through the 1980s, Marico had success, going from having 0% market share
to dominating the industry.
2nd Strategy
● A bottle-shaped sachet labeled Parachute Mini is marketed for 1 Rs.
● Customers of loose oil can upgrade with the 20ml Parachute, which costs Rs5.
Brand Positioning for Parachute Oil Brand Differentiation

● Brand Mantra: Promotes tradition, clarity, and purity. The several types of parachute are:
• The deep conditioning properties of
● POP : appropriate for many hair issues. Parachute Advanced leave your
● POD : Relevance, uniqueness, and credibility. hair smooth and manageable.
• Providing nutrients, Parachute
● Authenticators : conducted by weight test, coconut oil is 100% pure. Ayurvedic aids in the recovery of
● Values : delivers comforting compassion and honestly embraces your damaged hair and strengthens hair
inner self. from the base.
• Jasmine-scented Parachute
Jasmine is a non-sticky, fragrant
coconut hair oil.
• Parachute Hot Oil Ayurvedic
warming oils "Malakangani" and
"Piper Nigrum" are added which
accelerates the development of
internal hair and penetrates three
layers of skin in under 20 minutes.
• Aloe Vera Parachute: soothes
irritated scalp and encourages hair
development.

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