PresentsAD-Times

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.

MARICO

Brands• PARACHUTE • SAFFOLA• AFTER SHOWER• HAIR N CARE• KAYA SKIN CLINIC• NIHAR• SHANTI BADAM AMLA• REVIVE

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

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

Phase 1

• Purpose- Position Saffola as an oil, for people with heart problems

• Target Segment- People with heart problems and their families

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

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

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

ANSOFF’s ModelFor SAFFOLA

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

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%

Categories

• Parachute Hair Gel• Parachute Hair Oil• Parachute Hair Cream• Parachute AfterShower• Parachute Therapie• Parachute Advansed• Parachute Hair Conditioner

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

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

BCG Matrix

Stars(Parachute)

???

Cash Cows

Dogs

High Low

High

Low

Market Share

Grow

th R

ate

An interesting print ad

Some brand ambassadors

Future Growth prospects

• Continue promoting Parachute

• Relaunch of Parachute Therapy in 2009

• Prototyping of two differentiated cooling oil variants in Bihar and Andhra Pradesh

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%.

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.

DISCLAIMER

Prepared by team ADVERB:- Our knowledge is also limited about the

subject- Critiques and suggestions invited