Marketing 

Management
Parachute Oil- The
Champi Oil
  Marico Limited is one of the leading Indian
Multinational consumer goods companies with
INTRODUCTION its headquarters in Mumbai, Maharashtra
India, Marico is present in over 25 countries
across Asia and Africa
 Our values guide our actions and how we
behave in our everyday business

They have enabled us to create a unique

Values culture at Marico

Our values are the DNA of our organization,

immersed in every member across hierarchies
and geographies
 Marico makes two kinds of
coconut oil, Parachute edible
grade hair oil, and Parachute
Advanced Hair oil
Products
Parachute edible oil has 100%
coconut oil, while advanced hair
oil holds coconut oil along with
fragrance and Vitamin E
 Parachute is the flagship brand of Marico

Parachute's market share rose to 70% within ten

Parachute years and it had become one of the most
recognized and trusted brands in that country

A market leader in its category and one of our

oldest brands, Parachute Coconut Oil today
stands for purity and quality
 HUL
PATANJALI
DABUR
ITC Parachute
Competitors
Parachute
STP
 Appearance and health-conscious people of all
Segment
ages
Women of all ages in both urban and rural
Target Group population of India & Young and appearance
conscious consumer
Parachute promises to make your hair best in the
Positioning
world
 SWOT analysis of Parachute analyses
the brand by its strengths, weaknesses,
opportunities & threats
SWOT
Analysis of
Parachute Oil In Parachute SWOT Analysis, the
strengths and weaknesses are the
internal factors while opportunities
and threats are the external factors
 Parachute Strengths
Brand loyalty: Parachute has
immense loyalty in the urban and
rural sections
Market share: Parachute has
continued to be the benchmark as one
Strong differentiation: It portrays
of the strongest brands in with 100%
itself as pure coconut oil and
awareness, a household penetration
positioned on the platform of purity
of 55% and the highest reach
nationally in the FMCG industry

Barrier to new entrants: Barrier to Distribution Network: Parachute is

entry in the coconut hair oil sector is rated as one of the most highly
extremely high distributed brands of the country
 Parachute Weakness

STAGNATED MARKET SHARE: HIGHLY NOT IN RURAL MARKET: THE COMPANY

COMPETITIVE MARKET MEANS PARACHUTE'S HAS VERY LESS MARKET SHARE IN THE
MARKET SHARE IS STAGNATED RURAL MARKET.
 . Launch variants that have not only
coconut but also other natural
Parachute can get into skin care by ingredients that help the hair. This
introducing oils for application on will help fight competition from
the entire body brands that are not made of coconut
but other ingredients like Badam,
amla, mustard etc.
Parachute
Opportunities
Global expansion can help the
brand reach out to a wider audience
 Parachute Threats

Parachute as a brand is positioned

as a coconut oil. Competitor
Many players are entering the brands are communicating
market can affect its business                     the advantages of
using oils that are made of Badam,
amla, mustard etc.
DATA TABULATION
AND
INTERPRETATION
Number of 
respondents—220
Analysis of Age
 According to the survey conducted by
our team, there were four divisions of
age groups as shown in the above graph
and table

Interpretation
It stands for that the survey was highly
focussed towards the young population
or the youth
Demographic
Data
 Interpretation

It consists of
The above map shows
approximately 25 cities
the demographic data of
from urban area and 5
the people who have
tier 3 cities i.e., from
filled the survey
rural areas
 Purpose of
Usage
Interpretation
 Interpretation

Marico has always advertised the parachute coconut oil as

an edible oil

But we were astonished to get completely opposite results

The statistics shows that the customer perceives and use it

mainly for massage and cosmetic purpose
Price Justification
 Interpretation

The Survey results write down that major part of the

customers are either satisfied or maybe satisfied

Although the other variants such as Parachute

Advance, etc. are priced higher but the consumers
feel that the price is justified
Frequency of
Advertisement
 Interpretation

The survey results shows that the customers hardly

come across the Parachute coconut oil
advertisement

Marico spends heavily on the advertising to remain

the dominant player in the market
 We got 249 responses and the data
taken from then shows that majority of
the customers are satisfied with the
Parachute coconut oil

Interpretation
The data reflects that most of the
customers had given 4.0 rating in the
survey form given to them
Substitutes
 Interpretation

According to the survey, Dabur and Patanjali has

appeared as the potential rival of Marico in the
coconut oil market segment

51.9% and 22.8% of the total people surveyed have

used the coconut oil of Dabur and Patanjali,
respectively
 Consumer Behaviour
Analysis for Parachute

These are:  Emerging trends

Changes in consumer in these dimensions can
behaviour can be studied from influence the future demand,
four different dimensions growth, market share and
consumer base for Parachute
 Geographic factors take into
consideration where people
live and socio-economic
scenario of that region

Demographic
Changes Parachute is used by people
living in both rural and
urban area alike
Affecting
Parachute
But in the upcoming years it
is going to affect the usage
and consumption of
Parachute oil, because of the
increasing demand in the
rural sector, and awareness
among rural sector

The type of houses, clothes,
furniture, appliances,
automobiles, jewellery people
buy may reflect their
personalities
Personality Changes
Affecting Parachute
Marketers therefore develop Parachute is generally thought of
their products and advertising a brand that connects with the
and promotional campaigns simple lives of people; people
keeping in mind the personality who are caring and conscious
types of their target customers about nourishment

India women has been adopting
western culture have now
associated themselves with traits
like “independent”, “outspoken”,
“confident” etc
The new brand identity should
be such that girls coming from
all kinds of personalities should
be able to associate themselves
with the product

Women joining workforce,
nuclear family, western culture
adoption all these factors have
changed the way we lead our
lives
Hair serums are light weighted
but take care of hair at the same
time
Lifestyle Changes
Affecting Parachute
In the context of Parachute,
Hair serum is a modern
women are now more likely to
production that goes with the
use different hair serum for hair
new lifestyle
nourishment
Our schedules are jam packed
Women are also becoming more
and we have shifted our
concerned about their health and
priorities to social networking
skin care and rushing themselves
than to apply hair oil for own
to beauty salon and availing hair
and family member’s hair
spa and all hair care treatments
nourishment
 Lifestyle Changes
Affecting Parachute

Another trend that is

prominent right now is Parachute hair oil is
that, men are now more already an established
concerned about skin and brand for hair oil
hair care
 Marketing Mix

Product: The authors of the paper “Marketing Explanatory Dictionary” define product policy as a decision
adopted by manufacturing or commercial companies about the size, structure and evolution of the range of
goods and services

Price: Price is a market instrument and an index of the economic and social reality

Place: The placement is already remarkably successful for Parachute given the fact that it has penetrated to
2850000 stores in India

Promotion: Promotion is according to Brassington and Pettitt the direct way in which an organization
communicates the product or service to its target audiences
 Final Insights/Marketing Strategy
for Next 3 years

Also, the company should come up with Hair Serum for people
who don’t like to do champi or have packed time

In sample of 249 people, we got only 5 people who use parachute

oil as cooking

Other use it as cosmetic oil or hair oil