parachute brand extension
TRANSCRIPT
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MARICO PARACHUTES INTO SKINCARE
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Category Extension
PARACHUTE BRAND EXTENSION
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BRAND PARACHUTE
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BRAND PARACHUTE
Market leader in its category
Marico’s oldest brands
Parachute Coconut Oil stands for purity & quality
Brand loyalty in urban, semi-urban & rural market
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MARICO
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MARICO PRODUCT MIX
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MARICO
India’s leading Consumer Products Group operating in the Beauty and Wellness space
Turnover of INR 47 billion (2013-14)
Sales in 25 countries
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MARKET SHARE
Market Share
Body lotion category
Marico
6%
Skin Care Category
Body Lotion
5000 Cr
550 Cr
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PRODUCT CATEGORYBODY LOTION
Earlier predominantly used in winter
season
Consumers are waking up to this category
Increased usage
Frequency
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CATEGORY AND COMPANY GROWTH
0
10
20
30
40
50
60
70
80
2007-08 2008-09 2009-10 2010-11 2011-12 2012-13
Skin Care Category Growth - value
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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
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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
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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
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PLACE
MARICO SUPPLY CHAIN
Every month, over 75 million consumer packs reach
consumers through a widespread distribution
network of around 4 million outlets
Raw Material
RDC
Plants Depots
Direct Distributors
Retailer
Super Distributors
Stockists
Primary sales
Secondary Sales
30 Depots
Total > 1100
6 RDCs(Regional Distribution Centers)
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LOVE DOBARA AD-2011
PROMOTION
Concept - husband rediscovering love for
wife
Raised eyebrows overdose
of sensuality
Hedonistic advertising
Softness of the skin –functional
benefit
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PROMOTION
Bring Back the touch-2015
Won Silver at APPIES 2013 Asia Pacific
Marketing Congress
Functional
benefit
removed from
audio
& visual copy
Transition from
awareness to
liking
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TVC ANALYSIS
Communication
ObjectiveAwareness Liking
Ad appeal Consumer-Oriented Hierarchy
Feel Do
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COMPETITIVE FRAME OF REFERENCE
Rs 375 - 400ml Rs 250 – 400 ml Rs 375 – 400ml Rs 300 – 400ml
Dry skin All skin type Instant Fairness Butter Smooth
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POP
• 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: Smooth
• 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
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PERCEPTUAL MAP
PRICE
LOW
LOW
HIGH
HIGH
MOISTURIZING CONTENT
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2
Effective promotion
breaks clutter-Concept of love re-defined
3
1Marico Launches
Parachute Advansed
body lotion in 2012SUMMARY
100% natural
moisturizers with a
low price point-Value-for-money
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REFERENCES
• http://marico.com/india/investors/performance-at-a-glance
• http://makeupandbeauty.com/parachute-advanced-deep-nourish/
• http://articles.economictimes.indiatimes.com/2011-09-05/news/30116104_1_saffola-brand-extensions-coconut-hair-oil-brand
• http://marketingpractice.blogspot.in/2011/10/brand-update-parachute-extends-to.html
• http://www.indiaretailing.com/7/31/32/10028/Parachute-launches-Advansed-Summer-Refresh-Lotion-Spray
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THANK YOU
SUBMITTED BY :
SURBHI GUPTA
PGP30053
SUBMITTED TO: