Manufactured by Marico

Marico was established in 1948

Enjoys enormous loyalty in urban, semi-
urban and rural sectors
Among Indias top 100 most trusted brands
100% pure Coconut Oil 100% pure Coconut Oil
Manufactured by Remanufactured by
Marico Limited Raja Products
Various quantities Various quantities
Large variety No variety
Distinctive features : Low quality, inferior
-Indent on bottle packaging
-Logo on cap
Superior packaging
 Quantity Price
3 ml Rs. 1

40 ml Rs. 10

100 ml Rs. 27

Price of both , Parachute Hair Oil as well as

Paneri Hair Oil, are the same
Product Portfolio
Parachute Hair Oil
 PARACHUTE PANERI
Channel of Distribution: Channel of Distribution:
Manufacturer -> Distributor Manufacturer -> Distributor
-> Retailer -> Retailer

Available at:
Rural, semi rural and urban
areas in : Available at :
Banyas Semi rural and rural areas
Kirana stores in:
Supermarkets, hyper Kirana stores
markets Banyas
General Stores and
medical stores
 Worlds best hair campaign- Deepika Padukone
Parachute Loyalty programme Har pack per paayiye points,
aur points par paaiye aakarshak inaam
Personal Hygiene Awareness Camps in schools, student
discount coupons
In rural areas Parachute sponsors jatra (open-air folk
theatres)
Champi booths at malls, spot buy discounts, surprise gifts
Trade Promotion
 STPD Analysis
Product Segmentation Target Positioning Differentiation

Mass marketing Full market

Geographic coverage
Demographic Pan India
Psychographic presence
Parachute Sec A,B+ Purity and Packaging,
Behavioral Healthy hair
Hair Oil -usage rate conscious
Quality weight test
-benefits
-occasions
-loyalty

Demographic Sec B, C+
Paneri Hair Geographic Semi rural, rural 100% pure
NA
Oil coconut oil
Market Share
 No advertisement
No promotions
Low quality
Higher market share of Parachute
No goodwill in the market
Analysis of Primary Research
Q1) Do you use/ have you ever used Parachute?

Q2) How often do you use Parachute?

Q3) Can you tell the difference between these products? (Paneri & Parachute)

Q4) While buying a product, do you look for better quality or lower
price?
 Q5) Does the shopkeeper recommend to you, which brand to buy?

When the shopkeeper did suggest a brand it was Navratna and

Parachute
Q6) If Parachute was not available would you buy Paneri or would you
rather buy another brand of hair oil?
 Q7) Have you ever see the product Paneri? If yes, where?

- When the answer was yes, answer was mostly local banya or kirana
shops

Q8) Have you ever seen any advertisements for Paneri? If yes, where?
 Paneri has a very small, negligible market share in
the area
Parachute and Paneri can be distinguished easily
People from semi rural areas are loyal to
Parachute Hair Oil
Surprisingly, a large number of people from rural
areas emphasize on quality also
Aishwarya Juhi Jiten Reeya Shrishti
Nayak Vasanwala Khemani Bharadwaj Bajaj
89 79 110 70 62