1. Sales Promotion – Parachute Oil

2. 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 )

3. 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

4. Hair Oil Brands of Marico
 Parachute
 Medicar
 Shanti Amla
 Hair and Care
 Malabar Coconut oil
 Total Turnover Rs. 4 billion

5. Marico strategy
 Presence in all segments at various
price points
 Grow market- conversion of loose oil
customers to the branded product

6. 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

7. 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

8. Consumer Promotion

9. Parachute Loyalty programme
Har pack per paayiye points …aur points par paaiye
aakarshak inaam

10. Parachute Loyalty programme
Har 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”

11. Personal Hygiene Awareness Camps in schools
 Student discounts coupons

12. 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

13. Consumer Promotions
Champi booths at malls
 Spot buy discounts
 Surprise gifts

14. Trade Promotion

15. Trade Promotion
Point of Purchase Best Product display
award at retailer level
Jo dikhta hai woh bikta hai

16. 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

17. Trade Promotion
Incentivizing 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.

18. Trade Promotion
Contest’s & Awards:
 Retailers Meeting the celebrity contest
 Retail Product push winner award
 Seller of the quarter

19. Business Promotions

20. 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.

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

22. Communication Strategy

23. 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)

24. 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.)

25. Thanks