Download - Presents AD-Times
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PresentsAD-Times
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Vision:We shall offer brands that enhance the appeal and nourishment of hair and skin through distinctive products and services based on the goodness of coconut, other natural substances and the underlying science of hair care and skin care. We shall make available brands that contribute to healthy living, through, both products drawn from agriculture offered in natural or processed forms, and services.
This vision of Marico is shown in the logo with the help of Trees. More precisely coconut tree shaped elements which give it meaning.
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MARICO
Brands• PARACHUTE • SAFFOLA• AFTER SHOWER• HAIR N CARE• KAYA SKIN CLINIC• NIHAR• SHANTI BADAM AMLA• REVIVE
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SAFFOLA- From ‘Surakshit’ to ‘Jawan’
• Saffola, positioned on the 'good for Heart' platform was small in volume terms, till 1993, when a series of hard-hitting ads took the brand to new heights
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SAFFOLA- Aapka Hrudai Rakhe SURAKSHIT
Click on the image to view the ador
http://www.afaqs.com/advertising/creative_showcase/index.html?id=5551&media=TV&type=Indian
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Phase 1
• Purpose- Position Saffola as an oil, for people with heart problems
• Target Segment- People with heart problems and their families
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Saffola- Dil Ko Rakhe JAWAN
Click on the image to view the ador
http://www.afaqs.com/advertising/creative_showcase/index.html?id=22069&media=TV&type=Indian
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Phase 2
• Purpose- Expand the customer base further by targeting those young professionals who suffer of job burnouts, appear disinterested and feel exhausted after work
• Target Segment- Young professionals and their families
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STP-Saffola OilSegmentation variables- Age, region, health and
lifestyleTarget Segment-Middle aged, stress related
problems and urban-fast lifestyleTargeting Strategy- Earlier it used to be niche
marketing but now with increase in health consciousness and change in job patterns the segment itself has grown bigger
Positioning- Oil for Healthy heart
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ANSOFF’s ModelFor SAFFOLA
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ANSOFF’s ModelMARKET PENETRATION STRATEGYSaffola GoldSaffola ActiveSaffola Tasty
PRODUCT DEVELOPMENT STRATEGYSaffola Functional Foods-For cholesterol management
-Saffola Salt Plus- For controlling blood pressure
MARKET DEVELOPMENT STRATEGYRecent foray in to Dubai
DIVERSIFICATIONSaffola Arise- Ab rice bana active
Current Product New Product
Current Market
New Market
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Parachute
• Marico’s flagship brand
• World’s largest coconut oil brand
• Parachute’s volume share-46%
• Marico’s share in branded oil segment-53.3%
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Categories
• Parachute Hair Gel• Parachute Hair Oil• Parachute Hair Cream• Parachute AfterShower• Parachute Therapie• Parachute Advansed• Parachute Hair Conditioner
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Hair Oil categoriesProduct Product description Target
Parachute Advansed coconut hair oil
Personal Champi – A combination pack consisting of a Parachute Advansed bottle & a head massager- Hot Champi
All-aware young & demanding Indian woman
Parachute Jasmine Hair Oil Healthy, non-sticky, free flowing and fragrant hair
Users dissatisfied with the odour and stickiness of traditional hair oil.
Parachute Aftershower Parachute Aftershower styling gels & creams offer a range of male grooming products
New age male consumers
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Hair Oil categories (cont..)Product Product description Target
Parachute Therapie A Therapie to reduce hair fall in 45 days
Consumers with hair fall problems
Parachute Advanced Starz Includes Parachute Starz Gentle Shampoo, Parachute Starz Non-Sticky Hair Oil and Parachute Advanced Starz Nourishing Cream Gel
Specially created for children between age 3-10 years
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BCG Matrix
Stars(Parachute)
???
Cash Cows
Dogs
High Low
High
Low
Market Share
Grow
th R
ate
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An interesting print ad
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Some brand ambassadors
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Future Growth prospects
• Continue promoting Parachute
• Relaunch of Parachute Therapy in 2009
• Prototyping of two differentiated cooling oil variants in Bihar and Andhra Pradesh
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PARACHUTE AFTER SHOWER• The market for Hair styling gels & creams is predicted to be around Rs
200-250 Million • Prior to Parachute’s product, the very well know Brylcream occupied
80% share in this segment. • Parachute’s main aim was not to eat into the market share of
Brylcream but to expand the market of this product and thus create a base for itself.
• For this it roped in Yuvraj Singh to be its brand ambassador who in its advertisements by Ambience Publicis is seen styling his hair at different points of the day in different styles to set it right for the moment. It thus promoted this product as a daily necessity and increased the market for this product.
• Marico’s current market share in this segment is 42%.
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STPSegmentation:• Geographic segmentation – Urban and Semi Urban Areas.• Demographic segmentation Youth (average age of 25), gender (male), income
(High and medium income groups with substantial disposable income).• Psychographic segmentation Outgoing lifestyle, Attitude to try new products,
urge to look trendy.Targeting:• The target group for this particular brand are Youth who have a moderate
disposable income and urge to look trendy.Positioning:• Points Of Parity: A hair styling gel for men for every day use• Points of Difference: The product has been positioned as an everyday use
PARACHUTE product which doesn’t cause any harm to the hair due to its use of nutritional components.
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DISCLAIMER
Prepared by team ADVERB:- Our knowledge is also limited about the
subject- Critiques and suggestions invited