brand extension of parachute into body lotions
TRANSCRIPT
Parachute Advansed Body Lotion
• Parachute advansed body lotion a 100% natural moisturiser
• Light non sticky formulation quickly absorbed by skin
• 3rd largest player with over 7% share behind HULs vaseline and Ponds
• Marico won the World Star for Parachute Advansed Body Lotion packaging.
• Variants – advansed soft touch , deep nourish , summer fresh , butter smooth , summer refresh lotion spray
Parachute Brand
• Parachute flagship brand of Marico• More than 2 decade old coconut hair
oil brand• Positioned on the platform of purity
and quality• National presence in Rs45 bn
branded coconut oil market• 47% market share in volume• 5 year volume CAGR in rigid packs ~
8%• 35-40% market (by volume)
estimated to be in loose form
Marico : Snapshot
• Beauty & Wellness segment in Hair care , skincare , health care and male grooming
• More than 90% of turnover comes from categories in which Marico enjoys no.1 or 2. position
• Major brands Parachute , saffola , Livon , Set Wet etc.
• Market capitalization 25000 Cr• Profit for FY15 573 Cr
Growth of Body lotion market over the years
2012 2013 20140
200
400
600
800
1000
1200
Chart Title
Market share (in cr) Column1 Column2
Body lotion growth rate and share
2012 2013 20140
2
4
6
8
10
12
14
16
Chart Title
Market growth rate (%) Market share(%) Column1
4 Ps of Marketing
Product
Price Place
Promotion
100% natural moisturizers
variants : soft touch , deep nourish ,summer fresh , butter smooth , summer refresh lotion spray.
value-for-money
priced very competitively
Direct reach : Over 850000 outlets
Indirect reach : 3.6 million outlets
Leveraged Modern Trade channel to drive urban growth
through TV ads , Print ads , social media
used the tagline " Love Dobara “
Competitive frame of Reference
• Target Customers – women who want soft smooth skin
- for normal to extra dry skin - for different seasons
Competitors –
Points of parity and difference
POPMoisturizer , fragrance ,
easy on skin, Dry skin , Natural extracts
PODSeasonal, Functional benefitsPOD
Price
PODEffective
ness
Brand Positioning
• 100% natural moisturisers• Targeted towards women in age
group of 18 -50• light, non-sticky formulation is
quickly absorbed by skin• For dry and extra dry skins , summer
fresh , lotion spray• Brings back the love in a women’s
life
References• http://marico.com/investorspdf/Marico_Investor_Presentation_-_May15.pdf• http://marico.com/investorspdf/Marico_Investor_Presentation_-_June14.pdf• http://marico.com/investorspdf/Marico_Investor_Presentation_-_Feb14.pdf• http://marico.com/investorspdf/Media_Release_-_Q2FY14.pdf• http://economictimes.indiatimes.com/marico-ltd/infocompanyhistory/companyid-
5886.cms• http://marico.com/india/brands/parachute-advansed-body-lotion • https://en.wikipedia.org/wiki/Marico• http://articles.economictimes.indiatimes.com/2011-09-05/news/30116104_1_saff
ola-brand-extensions-coconut-hair-oil-brand• http://marico.com/india/investors/faq• http://flickr.com• http://
marketingpractice.blogspot.in/2011/10/brand-update-parachute-extends-to.html