Sales Promotion – Parachute Oil

Hair Care Market Categories in India

Pre Wash categories - Rs.2400 Cr. Coconut oil Rs.1500 Cr. ( 50%

unbranded) Hair oil Rs.800 Cr. Others conditioners, gels, hair cream anti

lice, etc. Rs.100 Cr.

Post Wash category - Rs.1100 Cr. (Shampoo )

Hair oil -Unique Market

Presence of many sub segments –Coconut, Amla, Cooling oil, Value added coconut oil, non sticky, problem solutions, mustard etc.

Small share of monthly outlay High loyalty Large size segment Low presence of MNCs

Hair Oil Brands of Marico

Parachute Medicar Shanti Amla Hair and Care Malabar Coconut oil Total Turnover Rs. 4 billion

Marico strategy

Presence in all segments at various price points

Grow market- conversion of loose oil customers to the branded product

Parachute Started about 4 decades ago was not seen

as a modern brand and 50 % market was unbranded

Hence in 1996 it was re-launched with sleek pack and youth appeal with many innovative packing .

At present it has a 60% share in coconut oil segment

Parachute is one among India 's Top 100 Most Trusted Brands

It is the world's largest packaged Coconut Oil Brand.

2004 data

Sales Promotion

Sales promotion consists of short-term incentives to encourage the purchase or sales of a product or service and it can take form of following promotions

Consumer, Business, Trade, or Sales force promotions

Consumer Promotion

Parachute Loyalty programmeHar pack per paayiye points …aur points par paaiye aakarshak inaam

Parachute Loyalty programmeHar pack per paayiye points …aur points par paaiye aakarshak inaam

50 points- 1 Hair brush free

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”

Personal Hygiene Awareness Camps in schools

Student discounts coupons

Consumer Promotion in rural areas• Parachute is sponsors jatra (open-air folk theatres) to facilitate an increase in Parachute's market presence in rural areas.

• Partnership in each of them would cost the company anywhere between Rs 25,000 and Rs 65,000 depending upon the troupes that are hired.

• Discount coupons can be distributed among the spectators

Consumer Promotions

Champi booths at malls Spot buy discounts Surprise gifts

Trade Promotion

Trade Promotion

Point of Purchase Best Product display award at retailer level

Jo dikhta hai woh bikta hai

Trade Promotion

Trade Allowances

Gifts or Attractive schemes to make the retailers and distributors to stock more which would increase the sales

Additional margins for the retailers who sell more

Trade PromotionIncentivizing the retailers and consumers to

collect the parachute oil cans, jars, bottles for recycling –A Trade and consumer promotion.

Will act as a CSR initiative in conserving the resources by recycling.

Thereby creating a goodwill for Parachute brand in the society.

Trade Promotion

Contest’s & Awards:

Retailers Meeting the celebrity contest

Retail Product push winner award

Seller of the quarter

Business Promotions

Business promotion

Recognition is the best incentive – Parachute King award for the best

sales employee Parachute Diamond award given to

best distributor at Zonal level * In Marico this can be tracked online by

SAP module MI-NET was officially launched July 1, 2002.

Business promotion

Training/informative recreational tours about hair therapy and coconut oil to potential performing sales and trading partners.

Communication Strategy

Existing Communication strategy

Coconut Dream : Mass communication on the platform

of ‘caring’ with mother daughter theme.

Communication aimed at youth for nourishment ( proteins and vitamins)

New Communication Mantra “ Pure coconut oil matlab parachute “

Communication like the "weight-test" (proving that pure Coconut oil is heavier than impure oil).

Synonymous with pure coconut oil the gold standard for purity.

Effectively explain the benefits of various innovative packing ( Flip top, wide mouth, and tamper proof etc.)

Thanks