INTEGRATED MARKETING COMMUNICATION

Advertisement Analysis
Submitted By:
Bhumika Bunha
PGDM 14-16
SECTION-I
Roll No: 10

Submitted
TO

Prof. Jayanta Sengupta

YEAR: 2014-2016

Parachute Advansed Coconut Hair Oil

Parent Company: Marico
Category: Personal Care brands- Haircare
Sector: FMCG
Tagline/ Slogan: Khoobsurat Hai Badhna
USP: 100% Pure Coconut Oil
Ad Agency: McCann Erickson

About the company

Marico Limited is one of India's leading consumer products companies operating in the beauty
and wellness space. Empowered with freedom and opportunity, we work to make a difference to
the lives of all our stakeholders - members, associates, consumers, investors and the society at
large. Currently present in 25 countries across emerging markets of Asia and Africa, Marico has
nurtured multiple brands in the categories of hair care, skin care, health foods, male grooming,
and fabric care. Marico's India business markets household brands such as Parachute Advansed,
Saffola, Hair & Care, Nihar, Mediker, Revive, Manjal, Setwet, Zatak and Livon among others
that add value to the life of 1 in every 3 Indians. The International business offers unique brands
such as Parachute, Hair Code, Fiancee, Caivil, Hercules, BlackChic, Code 10, Ingwe, X-Men,
L'Ovite and Thuan Phat that are localized to fulfil the lifestyle needs of our international
consumers. Charting an annual turnover of Rs. 47 billion (Financial Year 2013 - 2014) across
our portfolio, Marico's sustainable growth story rests on an empowering work culture that
encourages our members to take complete ownership and make a difference to the entire
business ecosystem.
Specially created for the modern woman (TG), Parachute Advansed Hair Oil contains
ingredients which help penetrate the hair and provide nourishment & essential care.
When massaged into the hair for 20 minutes, the hair oil leaves your hair healthy, nourished and
with a unique rich fragrance.

Brands
The organisation holds a number of brands including Parachute, Saffola, Hair&Care, Nihar,
Mediker, Revive, Manjal, Livon, Set Wet, Zatak, Fiancee, HairCode, Eclipse, X-Men, Hercules,
Caivil, Code 78 and Black Chic.
Parachute
Parachute is the flagship brand of Marico which consists of edible grade coconut oil.
Marico manufactures and markets its coconut based hair oils under its popular brand
Parachute Advansed and a series of extensions thereof.
Others
Marico's brands and their extensions occupy leadership positions[citation needed] with
significant market shares[citation needed] in a number of health and beauty areas.
Saffola is essentially blended refined edible oil which is claimed to be beneficial for
Heart health. It is marketed under the names of New Saffola, Tasty and Active. All of
them contain blended vegetable oils in various proportions. The main type of oils which
are blended include Rice Bran oil, Kardi oil or Safflower oil, Corn oil and Soya oil.
Harsh Mariwala is the chairman and Saugata Gupta is MD and CEO of this organisation.
Marico has a significant presence in Bangladesh, South East Asia, Middle East, Egypt
and South Africa. Marico reported a net profit of Rs 573 Crore in 2014-15
Product Analysis:
Parachute Advansed Enriched Hair oil comes with the goodness of coconut oil and other herbal
ingredients like Amla, Hibiscus, Mehendi and Lemon.
The oil serves consumers who believe that their hair requires more than just the care of coconut
oil.
The various herbal ingredients present in this oil address particular hair related issues.
Lemon keeps the scalp clean and gets rid of dandruff
Mehendi makes hair soft and smooth
Amla strengthens the roots of hair
Hibiscus makes hair black

Advertisement Analysis
https://www.youtube.com/watch?v=TkUelIRe2BA

Advertisement Brief
The TVC features a young girl who is exposed to new experiences like falling of her scooter and
sticking a sorry note to the damaged car, getting her house maid a gift and eating dahi-cheeni
(sweet curd) to keep her mom happy. When Parachute Advansed attempts to become a part of
that shaping, it becomes much more than hair oil in her life. As it gradually grows her hair, it
begins to play a role in her own growing up. She says, Badhti hun main roz thoda thoda, jab
apni har galti se kuch seekh leti hun, Jab kar rishtey se utani hi judti hun, badti hun main roz
thoda thoda, badti hun main jab auron ki khushi ke liye kuch karti hun. The voiceover says:
Jaise ap roz thoda badhti hain parachute advanced se aapke bal bade teen guna zyada, roz thoda
thoda, kyunki khoobsurat hai badhna.

Objective of the Advertisement:

Parachute Advanseds latest TV campaign targets the young Indian woman with a single-minded
value proposition better growth of hair. The campaign aims at giving women seeking long hair
a modern scientific rationale to re-affirm their beliefs in the traditional practice.

Brief given to ad Agency (Commenting on the brief, Govind Pandey of McCann)

Women have long known that oiling is good for hair and champi has been a part of our lives
for years. Yet, when asked specifically on what oil does for hair, there is fuzziness.
This campaign is part of an attempt by the brand to communicate a specific benefit for Parachute
Advansed that of three times better hair growth.
Comments:
Commenting on the ad, I like it, both because of what I see and what I dont see. I see a positive
commercial that encourages the right values to an audience thats at an impressionable age. I see
believable depictions of refreshing situations. I see a brand that has the confidence to be realistic
and let itself be seen as a helper to the target audience, rather than be a pushy messiah who
claims to solve all problems.
What I dont see, and thankfully so, is the standard problem-solution storyline that most hair care
products play safe with. I dont see clichd computer graphics of hair being nourished and
computer generated fake waterfall hair. And I dont see any juries considering real world work
like this for awards. So, basically I think its a nice thought, executed well, and will make more
people think more favorably of Parachute than they did before they saw this commercial. Just
what good, honest advertising is supposed to do
They believe:
Parachute believes the idea is fresh and delivers the message effectively. It is simple with no
strings attached and delivers what it is set to tell subtly and beautifully.

Segmentation - Targeting - Positioning

SEGMENTATION
Hair oil targets consumers in both urban and rural regions as it is an essential product. Parachute
has its market in India as well as international markets in South-East Asia, Gulf, Bangladesh,
UAE and Egypt. Among women, it primarily focuses on middle aged and young women. Income
level of customer is not a problem as 1 rupee sachets and bottle of small, medium and large sizes
are also available. Lifestyle and personality also influences the behaviour of the consumer,
therefore parachute lately has been targeting the youth emphasizing that one can experiment as
much as one wants with ones hair till it remains protected and healthy.

TARGETING
In the beginning the target market was females of all age groups who used coconut oil. Today
with various variants available like Parachute advanced, Parachute advanced starz, Parachute
Therapies, etc, target market has shifted to focus on consumers with hair fall problem, consumers
who have kids of age 3-10 years, consumers who dont want sticky hair but look for fragrance
and free flow of oil in all season. One of its main target is youth who have moderate income and
like experimenting with their hair, hence need good hair care product. There are following types
of market targeting:
1.
Mass Target Marketing
2.
Product Specialized Marketing
3.
Market Specialized Marketing
4.
Individual Target Marketing
5.
Differentiated Target Marketing
6.
Niche Target Marketing

POSITIONING
Parachute has always established itself as a natural product which offers nutrient value to hair;
Parachute hair oils have been positioned as everyday use hair care products. This played
in favour of Parachute a few years back when there were hardly any competitors as it gave the
brand another name to hair oil in households. This has given more flexibility and leverage to the
brand from the beginning itself.

Parachutes Market Share:

Marico's VAHO portfolio is worth Rs 1,000 crore today. However, its flagship brand, Parachute,
is still the biggest revenue earner and has 57 per cent share of the coconut hair oil market while
VAHO contributes 22 per cent. In terms of volumes, Marico's VAHO accounts for 29 per cent of
the category sales. (see table). It comprises four major brands: Parachute Advansed, Nihar
Naturals, Hair & Care and Advansed Jasmine. The annual revenue from each brand is between
Rs 250 to Rs 300 crore. The company is focusing on a portfolio of differentiated brands to reach
out to the entire spectrum of consumers within one category. For instance, Parachute hair oil
caters to the budget segment while the value added portfolio caters to a largely urban, premium
consumer segment seeking specific benefits from hair oil.

Conclusion:

Parachute is the market leader in the branded hair oil market with a market share of
around 53%.
Marico has positioned Parachute in the platform of purity.
This focus on purity clearly differentiated the product from the rest of the unbranded oils.
Parachute knew the pulse of the urban market and emphasised that the oil is non greasy
and prompted the TG to experience the brand.
The advertisement shows the girl that learns from each and every mistake of her and
grows every day.
Parachute conveyed a message through there advertisement that the way a girl or women
grows each day in the same way to grow their hair 3 times longer apply hair oil.
There tag line khoobsurat hai badhna meaning its beautiful to grow fully satisfies the
advertisement.

------------------------------------------------Thank You! ------------------------------------------------