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Topics
Background 4Ps (Marketing Mix)
Product Price Promotion Place
Coconut Oil
Oil Variants
Background - Marico
1862 Kanji Morarji started a small trading business in Mumbai 1948 Bombay oil industries setup by Mariwala family 1990 Marico industries Ltd formed
STPD
Product Segmentation Hair Care Target Positioning Purity Differentiation Packaging Weight test Light Fragrant
All classes
Hair Care
Working Women
Strong hair
Hair Care
Non Sticky
Light Fragrant
Parachute Therapie
Hair Care
45 Days therapy
Gentle Shampoo
Products (..contd)
Parachute coconut oil
Premium edible grade coconut oil Positioned on the platform of purity Innovations in packaging for user friendliness and aesthetics
Parachute Advansed
Contains essential oils of ylang-ylang to give it a rich and deep fragrance contains essential oils of ylang-ylang to give it a rich and deep fragrance With regular use hair strength is known to increase by up to 16% When applied pre-wash, Parachute Advansed reduces protein loss up to 28% and restores the health of hair
Parachute Jasmine
Light, fragrant oil that can be used everyday to nourish and style your hair Gives healthy, non-sticky, free flowing and fragrant hair
Products (..contd)
Parachute Aftershower
Non-sticky Anti-dandruff, Works 24x7 Makes hair 50% stronger Styles hair
Parachute Therapie
Unique scientific formulation Developed after 6 years of intensive research, product development and consumer trial helps control hair fall naturally
Pricing
Major factors impacting pricing Copra and oil seed input costs Packaging costs Competitors Pricing Method Competitive Promotional pricing (20% extra) Pricing Strategy Economy / Value??
During Q3FY09, Copra prices remained firm, they were higher 30% YoY. To offset the sharp rise, Marico undertook price increase 5% increase in the retail prices of Parachute in August 2008, in addition to a 5% price increase initiated in April 2008
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Pricing
Product
Parachute Coconut oil 500 ml - Rs 90 200 ml - Rs 39 20 ml - Rs 5 Mini - Rs 1 375ml Rs 80 212.5ml - Rs 48 80 ml Rs 27 300 ml Rs 72 150 ml Rs 46 100 ml Rs 29 150 ml Rs 80 (Antidandruff) 50 ml Rs 37 (Antidandruff) 150 ml Rs 62 (Regular) 50 ml Rs 35 (Regular) 190 ml Rs 190 100 ml Rs 99 100 ml Rs 54
Prices
Parachute Advansed
Parachute Jasmine
Parachute Aftershower
Parachute Therapy
Promotion
Print Media - Magazines, 2 day print adds for parachute therapie, news papers. Wall painting Endorsement by celebrities like Deepika Padukone, Diya Mirza, Yuvraj, Sreesanth Television - 1 hr champi kiya, Gorgeous Hamesha (parachute Advansed) Radio - 45 Day hair fall solution,- parachute therapie Sales promotions - 20% extra , festive season promotion Internet Advertising- facebook Mall branding
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Rural add campaingns- Parachute Anti Loose Oil Rural Campaign Bangladesh, Convert loose oil buyers into Parachute pouch customers-Tamilnadu Success stories of add campaingns
25% conversion from loose coconut oil usage to Parachute Pouch Pack, Van campaingns in the villages with more than 100000 population
Anti loose oil A total of 12,061 courtyard meeting, 1070 Baul performances and 490 school campaigns were conducted to reach 25,98,311 rural audiences. Hair therapie- one day print add (Delhi) 75.3% of the registered customers were sattisfied with the concenpt of 45 days therapie
PLACE
Channels
Distributors Retailers Consumers Retailers includes - Kirana Stores, Supermarkets, Medical Shops, Co-operative Stores etc.
Coverage
All India market
Urban Semi-urban and rural markets - primary focus.
International
Bangladesh Middle East Egypt
Maricos Distribution Ntwork in India Urban Sales Territories Towns Covered (000's) Distributors Super Distributors Stockists Retail Outlets Reach (millions) 1.65 135 3.2 850 120 3,600 14 0.85 Rural 35 11
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Success
Relevance to the New Age Consumers through Innovation in Packaging and New Product Development Parachute - achieved a volume growth of about 8% in volume over Q3 FY09 in rigid packs Parachutes share in the coconut oil category for the 12 months ended December 09 was 45.9%.
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Failure
PARACHUTE STARZ - Shampoo for Kids category Diversion from Core Product Offering TV commercial insufficient Buzz about the Product amongst the Kids Print Ads & ads on Bus Shelters failed to market the product adequately. Parachutes Brand Equity did not work in the Brand Extensions like Hair Gel, Shampoo and Hair Cream + Gel
Parachute :After Shower Hair Gel The Yuvi Shreesanth Ad Impression Ek din me nahi banta Parachute Cream Gel: Mother & Son Ad - Starz Cream Gel - Health + Style
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