Complete branding strategy.

1. Presented By:
Adhavan A.S
Thigarajar school of management

2. 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.

3. History of the Product
• Parachute is the flagship brand of Marico and consists
of a line of edible coconut-oil based hair products.
• Industry: FMCG
• Founded : 1987
• Head quarters: Bandra,Mumbai
• Products : Edible Oil, Hair Oils, Skin Care, Fabric Care
• Marico's own manufacturing facilities are located at
Goa, Kanjikode, Jalgaon, Pondicherry, Dehradun, Baddi,
Paonta Sahib and Daman

4. 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.

5. 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
• 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

6. 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

7. 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

8. Product Differentiation
• Parachute Baby Oil
– It is a special hair oil for kids
– Moistures baby delicate skin and helps protect
from dryness scalp

9. Product Differentiation
• Parachute Oil Spray
– It can be used by modern generation like the
youth
– Instant usage
– Optimum utilization

10. Product Differentiation
• 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

11. Product Differentiation
• 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

12. Advertising Agencies
• BBH India
• Ambience D’arcy Ad Agency
• Madison Ad Agency

13. 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

14. TV Commercials
• Parachute Advanced
– Parachute Advanced Holi Ad
– Parachute Advanced Winter Ad
• Parachute Jasmine
– Parachute Jasmine Blinkers Ad
• Parachute Advanced Starz
– Chocolate Shampoo Ad (Choose Your Avatar)

15. Price catalogue
• Normal: 200ml – Rs. 39, 20ml – Rs. 5,
• Mini – a bottle shaped small pack: Re. 1,
Parachute Advansed: 80ml – Rs. 27
170ml – Rs. 48,300ml – Rs. 80,
• Parachute Therapy: 50ml – Rs.190
• Parachute Jasmine: Rs.500ml – Rs. 90, 50ml – Rs.
12, Starz Shampoo: Rs. 100ml –Rs. 54,
• Aftershower Cream: 50g – Rs. 35, 100g- Rs. 62,
Aftershower styling gel: 60g – Rs. 58

16. Promotion
• It advertises through Televison, Print, Outdoor,
Digital, Radio
• The brand has been endorsed by celebrities like
Deepika Padukone, 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

17. References:
www.marico.com
http://strategicbrand.blogspot.com/2007/06/parachute-oil.html

18. Thank you