PARACHUTE SWOT ANALYSIS

STRENGTHS

1. Parachute is market leader in its category and has a huge loyalty in the urban & rural
sections of India.
2. The brand has sought to remain relevant and differentiated through a slew of initiatives in
packaging & communication like the “weight-test” (proving that pure Coconut oil is heavier
than impure oil).
3. Parachute enjoys tremendous equity and trust with every passing generation.
4. One of the most recognized and trusted brands.
6. Parachute has excellent brand visibility through advertisements on TV, newspapers,
magazine, online etc.
7. Due to excellent distribution of Marico, the brand is available across supermarkets,
groceries and local shops.
8. Brand ambassadors like leading actresses have helped the brand connect with the
audience.

WEAKNESS

1. Parachute innovated products like personal massager which were only available in
selected cities in limited quantities.
2. Since the market is highly competitive, it indicated that Parachute’s market share is
stagnated.

OPPURTUNITIES

1. Parachute can launch its skin care range by introducing oils for application on the entire
body.
2. Launch variants that have not only coconut but also other natural ingredients that benefit
the hair. This will help fight competition from brands that are not made of coconut but
other ingredients like almond, amla, mustard etc.
3. Global expansion can help the brand reach out to a wider audience.

THREATS

1. Many players are now entering the market and the competition is increasing which can
affect the business.
2. Parachute as a brand has always positioned itself by the name of coconut oil. The
competitor brands are communicating the advantages of using oils that are made of
almonds, amla, mustard etc.