Parachute brand extension

1. MARICO PARACHUTES INTO SKINCARE

2. Category Extension
PARACHUTE BRAND EXTENSION

3. BRAND PARACHUTE

4. BRAND PARACHUTE
Market leader in its category
Marico’s oldest brands
Parachute Coconut Oil stands for purity & quality
Brand loyalty in urban, semi-urban & rural market

5. MARICO

6. MARICO PRODUCT MIX

7. MARICO
India’s leading Consumer Products Group operating in the Beauty and Wellness space
Turnover of INR 47 billion (2013-14)
Sales in 25 countries

8. MARKET SHARE
Market Share
Body lotion category
Marico
6%
Skin Care Category
Body Lotion
5000 Cr
550 Cr

9. PRODUCT CATEGORY
BODY LOTION
Earlier
predominantly
used in winter
season
Consumers are
waking up to
this category
Increased
usage
Frequency

10. CATEGORY AND COMPANY
GROWTH
0
10
20
30
40
50
60
70
80
2007-08 2008-09 2009-10 2010-11 2011-12 2012-13
Skin Care Category Growth - value

11. PRODUCT FEATURES
Double sunscreen - protection
against sun
100% natural moisturizers that
nourish from deep within
coconut-ty fragrance - lingers for
hours
Light texture of the lotion &
spreads easily
Cooling sensation on the skin soon after
application
Not greasy or oily on the skin
light green tint makes it look naturally
fresh

12. PRODUCT- PACKAGING
Hour glass
shape
Easy to hold
Feminine
appeal
Parachute logo in
gold to leverage
brand equity
Coconut milk –
visible clearly
Variants
differentiated by
subtle colors
• Flip-top
• Spray-on

13. PRICE
Competitively priced
Attractive to induce trial
Value for money
Smart pricing + Existing Brand equity
Multiple price points for consumers ranging
from trial to heavy users

14. PLACE
MARICO SUPPLY CHAIN
Every month, over 75 million consumer packs reach
consumers through a widespread distribution
network of around 4 million outlets
Raw
Material
RDC
Plants Depots
Direct
Distributors
Retailer
Super
Distributors
Stockists
Primary
sales
Secondary
Sales
30 Depots
Total > 1100
6 RDCs
(Regional Distribution Centers)

15. LOVE DOBARA AD-2011
PROMOTION
Concept - husband
rediscovering love for
wife
Raised
eyebrows
overdose
of
sensuality
Hedonistic
advertising
Softness of
the skin –
functional
benefit

16. PROMOTION
Bring Back the touch-2015
Won Silver at APPIES 2013 Asia Pacific
Marketing Congress
Functional
benefit
removed from
audio
& visual copy
Transition from
awareness to
liking

17. TVC ANALYSIS
Communication
Objective
Awareness  Liking
Ad appeal
Consumer-
Oriented Hierarchy
Feel  Do

18. COMPETITIVE FRAME OF REFERENCE
Rs 375 - 400ml Rs 250 – 400 ml Rs 375 – 400ml Rs 300 – 400ml
Dry skin All skin type Instant Fairness Butter Smooth

19. POP
• Benefit of soft,
supple skin
MOISTURIZER • Relevance: Ease of use
• Distinctiveness: No
other brand has a
similar packaging
HOUR GLASS SHAPE
• Variants to suit
different skin types
SKIN TYPES
• Relevance: Smooth
• Distinctiveness: 100%
Natural Moisturizer
COCONUT MILK
POD
PRICE
• Lowest price
POSITIONING
Target: Women(Young and middle age)
• Current non users - initiate usage due to price
• Users – seeking organic ingredients

20. PERCEPTUAL MAP
PRICE
LOW
LOW
HIGH
HIGH
MOISTURIZING CONTENT

21. 2
Effective promotion
breaks clutter-
Concept of love re-defined
3
1
Marico Launches
Parachute Advansed
body lotion in 2012
SUMMARY
100% natural
moisturizers with a
low price point-
Value-for-money

22. REFERENCES
• http://marico.com/india/investors/performance-at-a-glance
• http://makeupandbeauty.com/parachute-advanced-deep-nourish/
• http://articles.economictimes.indiatimes.com/2011-09-
05/news/30116104_1_saffola-brand-extensions-coconut-hair-oil-brand
• http://marketingpractice.blogspot.in/2011/10/brand-update-parachute-
extends-to.html
• http://www.indiaretailing.com/7/31/32/10028/Parachute-launches-
Advansed-Summer-Refresh-Lotion-Spray

23. THANK YOU
SUBMITTED BY :
SURBHI GUPTA
PGP30053
SUBMITTED TO: