PARACHUTE ADVANSEDMARICO

SUBMITTED BY :SURBHI GUPTA

PGP30053

SUBMITTED TO:

BRAND EXTENSION

Category Extension

BRAND PARACHUTE

• A market leader in its category and one of Marico’s oldest brands, Parachute Coconut Oil today stands for purity and quality

• Over the years, the brand has seen a lot of innovations in packaging, sizing and tamper-proofing

• Parachute enjoys enormous loyalty in urban, semi-urban and rural market

MARICO

MARICO PRODUCT MIX

MARICO

• One of India’s leading Consumer Products Group operating in the Beauty and Wellness space

• Empowered with freedom and opportunity, Marico works to make a difference to the lives of all its stakeholders – its consumers, associates, members, shareholders and the society at large

• During 2013-14, Marico recorded a turnover of INR 47 billion through its sales in 25 countries

• Marico has nurtured over 25 brands in the categories of hair care, skin care, health foods and male grooming, that have added value to the lives of 1 in every 3 Indians

• Every month, over 75 million consumer packs reach consumers through a widespread distribution network of around 4 million outlets

PRODUCT CATEGORY AND MARKET SHARE

Market ShareBody lotion category

Marico

6%

Skin Care Category

Body Lotion

5000 Cr

550 Cr

• Body Lotion segment is witnessing lot of activity these days with many brands vying for consumer attention

• Consumers are also waking up to this product category and the frequency of usage also has increased

• Earlier, these products were predominantly used in winter season

CATEGORY AND COMPANY GROWTH

2007-08 2008-09 2009-10 2010-11 2011-12 2012-130

10

20

30

40

50

60

70

80

Skin Care Category Growth - value

PRODUCT FEATURESDouble 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

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

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

Vaseline

Rs150 for

200 mlParachute

Rs125

250 ml

Vaseline

Rs150

200 ml

PLACE

MARICO SUPPLY CHAIN

PROMOTION

• Love Dobara• Concept of a husband rediscovering his love for his wife• Raised eyebrows among certain consumers owing to

overdose of sensuality• Hedonistic advertising• Softness of the skin – functional benefit

LOVE DOBARA AD-2011

• Bring back the touch• Emotional connect• Functional benefit removed from audio & visual copy

Bring Back the touch-2015

Won Silver at APPIES 2013 Asia Pacific Marketing Congress

COMPETITIVE FRAME OF REFERANCE

Rs 375 - 400ml Rs 250 – 400 ml Rs 375 – 400ml Rs 300 – 400ml

Dry skin All skin type Instant Fairness Butter Smooth

POP

A B C D

• 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:

• 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

THANK YOU