2. INTRODUCTION
Parachute is a flagship brand of Marico.
Industry-FMCG.
Founded-1987.
Parachute is premium edible grade coconut oil, a market leader in
its category.
Parachute pioneered the switch from coconut oil sold in tins to
plastic.
Tagline – Gorgeous hamesha.
3. Segment:
Appearance and health conscious people of all ages.
Target group:
People of all ages in both urban and rural population of India & young
And appearance conscious consumers.
Positioning:
Positioned on the platform of purity.
Advertising strategy:
Advertisements of parachute are mostly based on mother-daughter relationships.
5. INTRODUCTION
• Himani Navratna oil is a flagship brand of Emami founded in 2008.
• Navratna oil is the undisputed leader in its category- providing multi-purpose benefits to its
set of satisfied and ever growing consumer base.
• Its unique combination of 9 natural Ayurvedic herbs renders optimum cooling and relief from
daily mental & physical stress.
• Tag Line - “ Thanda Thanda Cool Cool ”
6. Segment :
Therapeutic Hair Oil
Target Group :
Masses, especially young and middle aged men who suffer from a day to day stressful life
Positioning :
It can rejuvenate you if stressed.
Strength :
• Market leader in its category with around 50% market share .
• Company has invested on product innovations and launched Navratna Oil Lite,
Navratna Extra Thanda oil. This has benefited the brand immensely.
7. Advertising :
Advertisements for Himani are mostly done by famous actors. Amitabh Bachchan,
Shahrukh Khan, Chiranjeevi , Surya and Upendra have helped in establishing a high brand
recall .
Threats :
The modern day youth prefer taking medicines for headaches and such other
ailments and shy away from using oils.
9. BAJAJ ALMOND DROPS HAIR OIL:-
Bajaj almond hair oil is the key brand in the kitty of Bajaj almond
corp ltd.
It is the leading brand in the light hair oil category.
It is the second biggest hair oil brand in India in terms of value.
And it owns almost 60%of market share in the light hair oil category.
Being light , non-sticky hair oil provides nourishment without making
your hair look “chipku”
“Do good” and “look good”
10. TAGLINE:- Nourished hair and stylish you.
POSITIONING:
The hair oil products of Bajaj Corp ltd have a strong heritage. Some
dating back to 50 years.
For example the manufacturing of Bajaj Brahmi Amla hair oil started
in the year 1953
And Almond hair oil 1989.
11. PRICING:-
There are different sizes such as 500ml, 300ml, 200 ml 75ml 50ml 20 ml
and also in sachet.
The price varies from expensive one to even up to
The other oils are:-
Bajaj Amla oil- amla and brahmi
Bajaj amla shikakai oil- dandruff
Bajaj Jasmine hair oil
Bajaj cooling oil –sandal wood, almond oil and ayurvedic herbs.
13. INTRODUCTION
• Dabur vatika is a hair oil product of Dabur
• Sector- FMCG
• Category-personal care brands –hair care
• Founded –1995
• Tagline-”hair that shine with health”
• This is enriched coconut hair oil and provides natural nourishment to hair
• Competitors – Bajaj Almond Hair Oil and Parachute Hair Oil
14. SEGMENT - It makes the hair thicker, stronger gives extra shining and
dandruff free.
TARGET GROUP – Confident ,well educated and young women ready to
spend money for nourishment and healthy products.
POSITIONING - Dabur positions Vatika as value-added hair oil that
contains pure coconut oil enriched with natural ingredients such as henna,
amla (gooseberry), and lemon.
ADVERTISEMENT STRATEGY- advertisement of Dabur Vatika oil mostly
based on how to make your hair smoother and healthier.
16. INTRODUCTION
• 4th Largest FMCG
• Founded in 1884 by Dr. S. K. Burman
• World’s largest Ayurvedic medicine products manufacturer
and Natural Health Care Company
• 32% of the total turnover is from the Overseas market.
• TAGLINE : “Mazbooti Bhi, Khubsoorti Bhi”
• Enriches your hair, making them strong from inside and
beautiful outside
• Available in Regular packs : 50 ml, 100 ml, 200 ml, 300 ml &
500 ml
17. SEGMENT : Dabur Amla Hair Oil provides Amla's real nourishment to hair.
It strengthens hair roots, making them long, thick and beautiful.
The mild soothing natural fragrance in Dabur Amla Hair Oil gives an
all day garden freshness.
TARGET GROUP : No Restrictions over age, mainly focusing on population having
hair falls.
POSITIONING : Dabur Amla Hair Oil positions itself in between those prefering Ayurvedic
products at Economic prices and with those having hair falls proving how
Amla (INDIAN gooseberry) is good for a healthy hair growth.
ADVERTISEMENT STRATEGIES : Advertisements focus mainly over middle and lower
levels by making celebrities canvas siting the product
features. Main Celebrities : Priyanka Chopra and
Sonakshi Sinha
