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Sales Promotion – Parachute Oil


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  • 1. Sales Promotion –Parachute Oil
  • 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. 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. 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. 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. 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. 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. Consumer Promotion
  • 9. Parachute Loyalty programme Har pack per paayiye points …aur points par paaiye aakarshak inaam
  • 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. Personal Hygiene Awareness Camps in schools <ul><li>Student discounts coupons </li></ul>
  • 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. Consumer Promotions <ul><li>Champi booths at malls </li></ul><ul><li>Spot buy discounts </li></ul><ul><li>Surprise gifts </li></ul>
  • 14. <ul><li>Trade Promotion </li></ul>
  • 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. 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. 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. 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. Business Promotions
  • 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. Business promotion <ul><li>Training/informative recreational tours about hair therapy and coconut oil to potential performing sales and trading partners. </li></ul>
  • 22. Communication Strategy
  • 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. 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. Thanks