INDEX

MARICO
1)INTRODUCTION
2)COMPANY HISTORY
3)TYPES OF PRODUCT

PARACHUTE
4)
5)
6)
7)
8)
9)
10)
11)
12)
13)
14)
15)

INTRODUCTION
PRODUCT DEPTH
OTHER COMPETITOR
4Ps
MRKETING STRATEGY
PRICING STRATEGY
APPROACH TOWARD CUSTOMER
SUPPLY CHAIN OF PARACHUTE
FINANCIAL PERFORMNCE (2009-2010)
FUTURE MARAKET
CONCLUSION
ANALYSIS REPORT

INDTRODUCTION

COMPANY HISTORY

TYPES OF PRODUCT

INDTRODUCTION

PRODUCT DEPTH

OTHER COMPETITOR

4Ps
1. PRODUCT
2. PRICE
3. PLACE
4. PROMOTION

4Ps
2. PRICE
3. PLACE
4. PROMOTION

MARAKETING STRATEGY
SWOT ANALYSIS

STRENGTHS
WEAKNESSES
OPPORTUNITIES
THREATS

MARAKETING STRATEGY
SWOT ANALYSIS

WEAKNESSES
STRENGTHS
WEAKNESSES
1. Premium edible grade coconut oil.
2. It has a huge loyalty in the urban & rural sections
OPPORTUNITIES
of India.
THREATS
3. Due to initiatives in packaging & communication
like the weight-test these innovations have
ensured protection of existing franchise.
4. Parachute enjoys tremendous equity and trust with
every passing generation.

MARAKETING STRATEGY
SWOT ANALYSIS
OPPORTUNITIES
WEAKNESSES
1. Innovations like personal massager where
available in select cities and limited quantities.
2. Parachute Hot Oil should be seasonal product
and should be sold in winters and not during
summers in places where it gets very hot.

MARAKETING STRATEGY
SWOT ANALYSIS
OPPORTUNITIES
THREATS
1. Parachute can get into skin care by
introducing oils for application on the
entire body.
2. Parachute should lunch variants that
have not only coconut but also other
natural ingredients that benefit the hair.
This will help fight competition form
brands that re not made of coconut by
other ingredients like badam, amla,
mustard etc.

MARAKETING STRATEGY
SWOT ANALYSIS
THREATS
1. Many players entering the market.
2. Parachute as a brand is positioned as a
coconut oil. Competitor brands are
communicating the advantages of using
oils that are made of badam, amla,
mustard etc.
3. Though Marico is expected to roll out its
Maha Thanda brand in March 2009 which
is in the cooling hair oil segment,
parachute can lose market share as it

MARAKETING STRATEGY
CAMPAIGN

MARAKETING STRATEGY
CAMPAIGN

PRICISING STRATEGY
Oil
Parachute hair oil
200ml
20ml
Mini a bottle shaped small pack
Parachute advanced
80ml
170ml
300ml
Parachute Jasmine
500ml
50ml
Parachute after shower
50g
100g
Parachute after shower styling Gel
60g
Parachute therpie
50ml
Parachute Starz shampoo

39
5
1
27
48
80
90
12
35
62
58
190

SUPPLY CHAIN OF PARACHUTE

Distribution Alliance:
Rural Sales & Distribution:
Sales Capacity:

PERFORMANCE (2009-2010)

FUTURE MARKET
Caring
Continuous Improvement

ANALYSIS REPORT
1. Which hair oil are you aware of?
Sesa; 2%
Vasmol; 2% Shanti; 1%
Rogan Badam; 1%
Samtirth oil; 1%
Navaratan oil; 8%
Parachute; 34%

Dabar Badam amla; 21%

Paragon; 1%

Bajaj amandrop; 9%

Coco Raj; 6%
vatika; 13%

ANALYSIS REPORT
2. Which hair oil do you use?
Navaratan hair oil; 3%

Other; 3%

Dabar amla hair oil; 7%

Badam amla hair oil; 7%

Parachute hair oil; 80%

ANALYSIS REPORT
3. Why do you purchase parachute
hair oil?
Other; 5%

Packaging; 5%
Colour; 5%
availability; 13%

Quality; 28%

Price; 21%
Brand; 10%
Usage; 13%

ANALYSIS REPORT
4. Do you use parachute for other
purposes? If yes then for what
purposes?
Yes; 13%

No; 87%

ANALYSIS REPORT
5. Is parachute easily available in
market stores?
No; 3%

Yes; 97%

ANALYSIS REPORT
6. Do you feel that parachute is trust
worthy? If No why?
No; 3%

Yes; 97%

ANALYSIS REPORT
7. Is parachute more beneficial than
the other hair oil in the market?

Don't know; 13%

Yes; 43%

May be; 33%

No; 10%

ANALYSIS REPORT
8. Does a 1 scheme of parachute
provide proper quantity of oil in it for
use?
No; 23%

Yes; 77%

ANALYSIS REPORT
9. Is the price of parachute hair oil
reasonable? If No why?
Don't know; 3%
May be; 23%

No; 7%
Yes; 67%

ANALYSIS REPORT
10. Are you aware of parachute hot
oil?
No; 20%

Yes; 80%

ANALYSIS REPORT
11. Who is the current brand
ambassador of parachute?
aisha Takiya; 13%

Deepika Padukun; 17%

anushka sharma; 70%

ANALYSIS REPORT
12. How do you recognize/identify the
parachute?
Logo; 17%
Packaging; 37%

Colour; 47%

ANALYSIS REPORT
13. Any other look alike or spell alike of
parachute?
No; 33%

Yes; 67%

ANALYSIS REPORT
14. Do you feel that parachute is a
100% pure coconut oil?
Don't know; 3%
May be; 17%

No; 3%

Yes; 77%

ANALYSIS REPORT
15. Do you want any changes in
parachute hair oil?

No; 50%

Yes; 50%

CONCLUSION