Marico ( Parachute Hair Oil)

Marico is an Indian consumer good company providing consumer products and services in the areas of Health and Beauty based in Mumbai. Marico's own manufacturing facilities are located at Goa, Kanjikode, Jalgaon, Pondicherry, Dehradun, Baddi, Paonta Sahib and Daman.In Bangladesh, Marico operates through Marico Bangladesh Ltd, a wholly owned subsidiary. Its Manufacturing facility is located near Gazipur.


Brand: The organisation holds a number of brands including Parachute, Saffola, Hair&Care, Nihar, Mediker, Revive, Manjal, Kaya skin clinic, Livon, Set Wet, Zatak, Fiancee,Haircode, Eclipse, Xmen, Hercules, Caivil, Code 78 and black chic.

 

Parachute is the most popular brand of marico and for this product they use some types of IMC tools for their campaign.

Parachute: Parachute is the flagship brand of Marico which consists of edible grade coconut oil. Marico manufactures and markets its coconut based hair oils under its popular brand – Parachute Advansed and a series of extensions thereof.

                      Market Segmentation
 

Demographic	Age: teenage or more Gender: young girls(college and school going) and women Occupation: Students, corporate women
Geographic	Area: all over in India and Bangladesh
Psychographic	Social class: Lower middle class, middle class and upper middle class Personality: Trendy, traditional

         Integrated Marketing Communication

 

                     360 degree campaign

 This Campaign of parachute is a television advertise which is telecasted from 2014.

IMC tools used in the campaign

1. Advertising: This commercial is collected from youtube. Here Marico India has launched a new TVC for its Parachute Advansed coconut hair oil. The ad film, featuring actor Deepika Padukone, has been conceptualised by McCann Erickson.The film shot in black and white features Deepika Padukone as herself, on the sets. She speaks about the ‘life’ that she leads as an actor through the voiceover. Padukone is shown reading scripts, rehearsing a dance routine and shooting for a song, with a lot of effort. She speaks about how ‘easy’ people assume her life is and how untrue that is. She rubbishes the assumption that she’s a ‘natural actor’ and hence does not need to make an effort. She feels the same about her being labeled a ‘born dancer’. Next assumption, that people make, is that she does nothing special to make her hair gorgeous -something she does not deny. The film goes to show the ‘complete care’ that Parachute Advanced provides allowing Padukone to ‘just look gorgeous'.It encourage the target market by using popular celebrity face.

                 Billboard ads: Parachute used billboard ads to reach their target market.

                           

Print ad: Marico: "Gorgeous Always " print by Mccann erickson.

And here is also some print ads which is done by using celebrities. 

In this print ad they used different types of media in holy period for the strategy to increase their sales.

2. Sales Promotion: 

Here we see because of the sales promotion selling of parachute has been increased. They offen use sales promotional campaign for increasing selling. 

3. Internet Marketing:

Marico started building digital assets for its Parachute Advanced range of products since the beginning of this year. I like the Parachute Advanced Facebook Page and Website.
The Facebook Page has upwards of 100k fans and profiles most of the products. There are seasonal contests and interactive wall posts. 

Marico has been resorting to social media on the Internet to build equity for some of its Parachute variants, like Parachute Ayurvedic oil for hair loss. When friends recommend a product on social media, it has a greater impact than on television. However, television is still going to be a preferred channel for marketers in fast moving consumer goods, and spends on the digital space are still minuscule, as compared to television.


4. Publicity:

This is the publicity of parachute advanced belifool stylish hair of the campus 2014. A talent hunt campaign organized by Marico Bangladesh ltd, has taken place across the country recently.

5. Direct marketing: They do direct marketing by mobile phone sending gorgeous song for the campaign of " GORGEOUS ALLAYS" and also by their facebook page and website.

MY OPINION: In my opinion parachute is the flagship brand of marico and consistently positioned the leadership since 1987 dominating all other relative products at its  field and also providing good products and services in the area of health and beauty . So it can be said that parachute is the brand leader product of marico and successfully gained the brand image on its consumer so far. They have used IMC tools to communicate with the target audience though I think they should more concentrate on direct marketing.