“INTEGRATED MARKETING COMMUNICATION”

“Advertisement Analysis”

Submitted By:

Bhumika Bunha

PGDM 14-16

SECTION-I

Roll No: 10

Submitted

TO

Prof. Jayanta Sengupta

YEAR: 2014-2016

Parachute Advansed Coconut Hair Oil

Parent Company: Marico

Category: Personal Care brands- Haircare

Sector: FMCG

Tagline/ Slogan: “Khoobsurat Hai Badhna”

USP: 100% Pure Coconut Oil

Ad Agency: McCann Erickson

About the company

Marico Limited is one of India's leading consumer products companies operating in the beauty

and wellness space. Empowered with freedom and opportunity, we work to make a difference to

the lives of all our stakeholders - members, associates, consumers, investors and the society at

large. Currently present in 25 countries across emerging markets of Asia and Africa, Marico has

nurtured multiple brands in the categories of hair care, skin care, health foods, male grooming,

and fabric care. Marico's India business markets household brands such as Parachute Advansed,

Saffola, Hair & Care, Nihar, Mediker, Revive, Manjal, Setwet, Zatak and Livon among others

that add value to the life of 1 in every 3 Indians. The International business offers unique brands

such as Parachute, Hair Code, Fiancee, Caivil, Hercules, BlackChic, Code 10, Ingwe, X-Men,

L'Ovite and Thuan Phat that are localized to fulfil the lifestyle needs of our international

consumers. Charting an annual turnover of Rs. 47 billion (Financial Year 2013 - 2014) across

our portfolio, Marico's sustainable growth story rests on an empowering work culture that

encourages our members to take complete ownership and make a difference to the entire

business ecosystem.

Specially created for the modern woman (TG), Parachute Advansed Hair Oil contains

ingredients which help penetrate the hair and provide nourishment & essential care.

When massaged into the hair for 20 minutes, the hair oil leaves your hair healthy, nourished and

with a unique rich fragrance.

Brands

The organisation holds a number of brands including Parachute, Saffola, Hair&Care, Nihar,

Mediker, Revive, Manjal, Livon, Set Wet, Zatak, Fiancee, HairCode, Eclipse, X-Men, Hercules,

Caivil, Code 78 and Black Chic.

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.

Others

Marico's brands and their extensions occupy leadership positions[citation needed] with

significant market shares[citation needed] in a number of health and beauty areas.

Saffola is essentially blended refined edible oil which is claimed to be beneficial for

Heart health. It is marketed under the names of New Saffola, Tasty and Active. All of

them contain blended vegetable oils in various proportions. The main type of oils which

are blended include Rice Bran oil, Kardi oil or Safflower oil, Corn oil and Soya oil.

Harsh Mariwala is the chairman and Saugata Gupta is MD and CEO of this organisation.

Marico has a significant presence in Bangladesh, South East Asia, Middle East, Egypt

and South Africa. Marico reported a net profit of Rs 573 Crore in 2014-15

Product Analysis:

Parachute Advansed Enriched Hair oil comes with the goodness of coconut oil and other herbal

ingredients like Amla, Hibiscus, Mehendi and Lemon.

The oil serves consumers who believe that their hair requires more than just the care of coconut

oil.

The various herbal ingredients present in this oil address particular hair related issues.

Lemon keeps the scalp clean and gets rid of dandruff

Mehendi makes hair soft and smooth

Amla strengthens the roots of hair

Hibiscus makes hair black

Advertisement Analysis

https://www.youtube.com/watch?v=TkUelIRe2BA

Advertisement Brief

The TVC features a young girl who is exposed to new experiences like falling of her scooter and

sticking a sorry note to the damaged car, getting her house maid a gift and eating ‘dahi-cheeni’

(sweet curd) to keep her mom happy. When Parachute Advansed attempts to become a part of

that shaping, it becomes much more than hair oil in her life. As it gradually grows her hair, it

begins to play a role in her own growing up. She says, “Badhti hun main roz thoda thoda, jab

apni har galti se kuch seekh leti hun, Jab kar rishtey se utani hi judti hun, badti hun main roz

thoda thoda, badti hun main jab auron ki khushi ke liye kuch karti hun.” The voiceover says:

‘Jaise ap roz thoda badhti hain parachute advanced se aapke bal bade teen guna zyada, roz thoda

thoda, kyunki khoobsurat hai badhna.’

Objective of the Advertisement:

Parachute Advansed’s latest TV campaign targets the young Indian woman with a single-minded

value proposition – better growth of hair. The campaign aims at giving women seeking long hair

a modern scientific rationale to re-affirm their beliefs in the traditional practice.

Brief given to ad Agency (Commenting on the brief, Govind Pandey of McCann)

Women have long known that oiling is good for hair and ‘champi’ has been a part of our lives

for years. Yet, when asked specifically on what oil does for hair, there is fuzziness.

This campaign is part of an attempt by the brand to communicate a specific benefit for Parachute

Advansed – that of three times better hair growth.

Comments:

Commenting on the ad, “I like it, both because of what I see and what I don’t see. I see a posit ive

commercial that encourages the right values to an audience that’s at an impressionable age. I see

believable depictions of refreshing situations. I see a brand that has the confidence to be realistic

and let itself be seen as a helper to the target audience, rather than be a pushy messiah who

claims to solve all problems.

What I don’t see, and thankfully so, is the standard problem-solution storyline that most hair care

products play safe with. I don’t see clichéd computer graphics of hair being nourished and

computer generated fake ‘waterfall’ hair. And I don’t see any juries considering real world work

like this for awards. So, basically I think it’s a nice thought, executed well, and will make more

people think more favorably of Parachute than they did before they saw this commercial. Just

what good, honest advertising is supposed to do”

They believe:

Parachute believes the idea is fresh and delivers the message effectively. It is simple with no

strings attached and delivers what it is set to tell subtly and beautifully.

Segmentation - Targeting - Positioning

SEGMENTATION

Hair oil targets consumers in both urban and rural regions as it is an essential product. Parachute

has its market in India as well as international markets in South-East Asia, Gulf, Bangladesh,

UAE and Egypt. Among women, it primarily focuses on middle aged and young women. Income

level of customer is not a problem as 1 rupee sachets and bottle of small, medium and large sizes

are also available. Lifestyle and personality also influences the behaviour of the consumer,

therefore parachute lately has been targeting the youth emphasizing that one can experiment as

much as one wants with one’s hair till it remains protected and healthy.

TARGETING

In the beginning the target market was females of all age groups who used coconut oil. Today

with various variants available like Parachute advanced, Parachute advanced starz, Parachute

Therapies, etc, target market has shifted to focus on consumers with hair fall problem, consumers

who have kids of age 3-10 years, consumers who don’t want sticky hair but look for fragrance

and free flow of oil in all season. One of its main target is youth who have moderate income and

like experimenting with their hair, hence need good hair care product. There are following types

of market targeting:

1. Mass Target Marketing

2. Product Specialized Marketing

3. Market Specialized Marketing

4. Individual Target Marketing

5. Differentiated Target Marketing

6. Niche Target Marketing

POSITIONING

Parachute has always established itself as a natural product which offers nutrient value to hair;

Parachute hair oils have been positioned as everyday use hair care products. This played

in favour of Parachute a few years back when there were hardly any competitors as it gave the

brand another name to hair oil in households. This has given more flexibility and leverage to the

brand from the beginning itself.

Parachutes Market Share:

Marico's VAHO portfolio is worth Rs 1,000 crore today. However, its flagship brand, Parachute,

is still the biggest revenue earner and has 57 per cent share of the coconut hair oil market while

VAHO contributes 22 per cent. In terms of volumes, Marico's VAHO accounts for 29 per cent of

the category sales. (see table). It comprises four major brands: Parachute Advansed, Nihar

Naturals, Hair & Care and Advansed Jasmine. The annual revenue from each brand is between

Rs 250 to Rs 300 crore. The company is focusing on a portfolio of differentiated brands to reach

out to the entire spectrum of consumers within one category. For instance, Parachute hair oil

caters to the budget segment while the value added portfolio caters to a largely urban, premium

consumer segment seeking specific benefits from hair oil.

Conclusion:

Parachute is the market leader in the branded hair oil market with a market share of

around 53%.

Marico has positioned Parachute in the platform of purity.

This focus on purity clearly differentiated the product from the rest of the unbranded oils.

Parachute knew the pulse of the urban market and emphasised that the oil is non greasy

and prompted the TG to experience the brand.

The advertisement shows the girl that learns from each and every mistake of her and

grows every day.

Parachute conveyed a message through there advertisement that the way a girl or women

grows each day in the same way to grow their hair 3 times longer apply hair oil.

There tag line “khoobsurat hai badhna” meaning its beautiful to grow fully satisfies the

advertisement.

------------------------------------------------Thank You! ------------------------------------------------