Industry Introduction

FMCG, it is an acronym for Fast Moving Consumer Goods industry primarily deals with the production, distribution and marketing of consumer packaged goods. The Fast Moving Consumer Goods are those consumables which are normally consumed by the consumers at a regular interval.

Dabur India Limited

Established in 1884 : 125 Years of Trust & Excellence Indias leading FMCG Companies with Sales of Rs.52,832 million , Market Capitalization of Rs.2,09,133million & Net profit of Rs.6,449million Worlds largest Ayurvedic and Natural Health Care Company Consumer products categories like Hair Care, Oral Care, Health Care,Skin Care, Home Care and Foods Distribution network, covering over 2.8 million retail outlets Available in over 60 countries across the globe 17 world class manufacturing plants catering to needs of diverse markets Dabur's overseas revenue today accounts for over 30% of the total turnover

Hair Care products of Dabur

Dabur Amla Hair Oil Dabur Vatika Enriched Coconut Oil Dabur Vatika Black Shine Shampoo Dabur Vatika Dandruff Control

Parashute
Parachute is the flagship brand of Marico and consists of a line of edible coconut-oil based hair product. Industry : FMCG Founded: 1987 Head Quarters : Bandra, Mumbai Parachute is premium edible grade coconut oil, a market leader in its category. Parachute pioneered the switch from coconut oil sold in tins to plastic. Parachute is positioned on the platform of purity.

Existing Strategies of Parachute

It has been a long road of Parachute (the first branded coconut oil in the Indian Market)and the journey began more than four decades ago. Today the blue bottle is a strong metaphor for the coconut oil category and reaches 18 million households every year. On the rational front, it represented the nourishment, proteins and vitamins and on the emotional front it stood for nurturing, caring and a mothers love

Product Differentation
Parachute Baby Oil - It is a special hair oil for Kids - Moistures baby delicate skin and helps protect from dryness scalp. Parachute Oil spray - It can be used by modern generation like the youth - Instant Usage - Optimum Utilization Parachute Ayurvedic Oil - The Herbs and medicinal herbs are used to enrich the oil content - It would help to nourish your hair growth and strengthen it.

Rural Advertising
Tamper-proof Packaging Covered more than 200 towns each in Gujarat, Maharashtra, Punjab and Rajasthan Sponsored all Social cause Plays in town of Kolkata

Promotion

It advertises through Television, Print, Outdoor, Digital, Radio. The Brand has been endorsed by celebrities like Deepika Padukone, Diya Mirza, Yuvraj, Sreesant. Advertising is heavy before Holy and during Winters. Popular and effective campaign like 1 hour Champi Kiya , Help remind people about the benefits of oiling before Hair Wash. Parachute also uses Van campaigns, Haats in rural areas to promote the Brand Sales Promotion like 20% extra was made on the 200 ml pack

Competitive Analysis
Category
Coconut Hair oil

Market Leader
Parachute

Market Share
50%

Amla Hair oil

Light & Fragrant Hair Oil Cool Hair oil

Dabur Amla
Bajaj Almond Drops Himami Navratna

72%
42% 65%

STPD
Product Parachute Coconut Oil Parachute Advanced Parachute Jasmine Segmentation Hair Care Target All Classes Positioning Purity Differentiation Innovative Packaging Light Fragrant Light Fragrant

Hair Care

Working Women Young and appearance conscious consumer Image conscious, Metrosexuals Children

Strong hair

Hair Care

Non Sticky

Parachute Therapie

Hair Care

Hair fall solution Gentle Shampoo

45 Days therapy

Parachute Hair Care Advanced Starz(Shampoo)

Fun filled fragrance (Strawberry)

Parachute Loyalty Programme

Har pack per paayiye points aur points per paayiye aakarshak inaam 50 points 1 Hair Brush 150 points - 100 ml Parachute Hair Oil free 250 points- 100 ml Parachute Hair Therapie free 1000 points- 1 free visit to Kaya Skin Clinic

Pricing of Parachute
Product Parachute Coconut oil 500 ml200 ml20 mlMini Rs 90 Rs 39 Rs 5 Rs 1 Prices

Parachute Advansed

375 ml - Rs 80 212.5 ml- Rs 48 80 ml - Rs 27 300 ml - Rs 72 150 ml - Rs 46 100 ml - Rs 29 100 ml - Rs 54

Parachute Jasmine

Parachute Advansed Starzz

Parachute Therapy

190 ml Rs 190 100 ml Rs 99

Category Wise Share of Consumer Care Sales

Sales

Home Care Skin Care Oral Care Health Supplement

Digestives
ot c & ethicals Hair Care