MARICO PARACHUTES INTO SKINCARE

Category Extension

PARACHUTE BRAND EXTENSION

BRAND PARACHUTE

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

MARICO

MARICO PRODUCT MIX

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

MARKET SHARE

Market Share

Body lotion category

Marico

6%

Skin Care Category

Body Lotion

5000 Cr

550 Cr

PRODUCT CATEGORYBODY LOTION

Earlier predominantly used in winter

season

Consumers are waking up to this category

Increased usage

Frequency

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

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

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

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

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)

LOVE DOBARA AD-2011

PROMOTION

Concept - husband rediscovering love for

wife

Raised eyebrows overdose

of sensuality

Hedonistic advertising

Softness of the skin –functional

benefit

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

TVC ANALYSIS

Communication

ObjectiveAwareness Liking

Ad appeal Consumer-Oriented Hierarchy

Feel Do

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

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

PERCEPTUAL MAP

PRICE

LOW

LOW

HIGH

HIGH

MOISTURIZING CONTENT

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

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

THANK YOU

SUBMITTED BY :

SURBHI GUPTA

PGP30053

SUBMITTED TO: