Ad Times Marico

8/10/2019 Ad Times Marico

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Vision:

We shall offer brands that enhance the appeal andnourishment of hair and skin through distinctive

products and services based on the goodness of

coconut, other natural substances and the underlying

science of hair care and skin care.

We shall make available brands that contribute to

healthy living, through, both products drawn from

agriculture offered in natural or processed forms, and

services.

This vision of Marico is shown in the logo with the help

of Trees. More precisely coconut tree shaped elementswhich give it meaning.


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MARICO

Brands

PARACHUTE

SAFFOLA

AFTER SHOWER

HAIR N CARE

KAYA SKIN CLINIC

NIHAR

SHANTI BADAM AMLA

REVIVE


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SAFFOLA- From Surakshit to Jawan

Saffola, positioned on the 'good for Heart'

platform was small in volume terms, till 1993,

when a series of hard-hitting ads took the

brand to new heights


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SAFFOLA- Aapka Hrudai Rakhe

SURAKSHIT

http://www.afaqs.com/advertising/creative_showcase/index.html?id=5551&media=TV&type=Indian
http://www.afaqs.com/advertising/creative_showcase/index.html?id=5551&media=TV&type=Indianhttp://www.afaqs.com/advertising/creative_showcase/index.html?id=5551&media=TV&type=Indianhttp://www.afaqs.com/advertising/creative_showcase/index.html?id=5551&media=TV&type=Indianhttp://www.afaqs.com/advertising/creative_showcase/index.html?id=5551&media=TV&type=Indianhttp://www.afaqs.com/advertising/creative_showcase/index.html?id=5551&media=TV&type=Indian


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Phase 1

Purpose- Position Saffola as an oil, for people

with heart problems

Target Segment- People with heart problems

and their families


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Saffola- Dil Ko Rakhe JAWAN

http://www.afaqs.com/advertising/creative_showcase/index.html?id=22069&media=TV

&type=Indian
http://www.afaqs.com/advertising/creative_showcase/index.html?id=22069&media=TV&type=Indianhttp://www.afaqs.com/advertising/creative_showcase/index.html?id=22069&media=TV&type=Indianhttp://www.afaqs.com/advertising/creative_showcase/index.html?id=22069&media=TV&type=Indianhttp://www.afaqs.com/advertising/creative_showcase/index.html?id=22069&media=TV&type=Indianhttp://www.afaqs.com/advertising/creative_showcase/index.html?id=22069&media=TV&type=Indian


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Phase 2

Purpose- Expand the customer base further by

targeting those young professionals who

suffer of job burnouts, appear disinterested

and feel exhausted after work

Target Segment- Young professionals and their

families


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STP-Saffola Oil

Segmentation variables- Age, region, health andlifestyle

Target Segment-Middle aged, stress relatedproblems and urban-fast lifestyle

Targeting Strategy- Earlier it used to be nichemarketing but now with increase in healthconsciousness and change in job patterns the

segment itself has grown biggerPositioning- Oil for Healthy heart


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ANSOFFs Model

For SAFFOLA


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MARKET PENETRATION STRATEGY

Saffola Gold

Saffola Active

Saffola Tasty

PRODUCT DEVELOPMENT STRATEGY

Saffola Functional Foods

-For cholesterol management

-Saffola Salt Plus- For controlling

blood pressure

MARKET DEVELOPMENT STRATEGY

Recent foray in to Dubai

DIVERSIFICATION

Saffola Arise- Ab rice bana active
http://www.afaqs.com/advertising/creative_showcase/index.html?id=16832&media=TV&type=Indianhttp://www.afaqs.com/advertising/creative_showcase/index.html?id=19371&media=TV&type=Indian


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Parachute

Maricos flagship brand

Worlds largest coconut oil brand

Parachutes volume share-46%

Maricos share in branded oil segment-53.3%


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Categories

Parachute Hair Gel

Parachute Hair Oil

Parachute Hair Cream Parachute AfterShower

Parachute Therapie

Parachute Advansed Parachute Hair Conditioner


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Hair Oil categories

Product Product description Target

Parachute Advansed

coconut hair oil

Personal ChampiA

combination packconsisting of a Parachute

Advansed bottle & a head

massager- Hot Champi

All-aware young &

demanding Indian woman

Parachute Jasmine Hair Oil Healthy, non-sticky, free

flowing and fragrant hair

Users dissatisfied with the

odour and stickiness of

traditional hair oil.

Parachute Aftershower Parachute Aftershower

styling gels & creams offer

a range of male grooming

products

New age male consumers


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Hair Oil categories (cont..)

Product Product description Target

Parachute Therapie A Therapie to reduce hair

fall in 45 days

Consumers with hair fall

problems

Parachute Advanced Starz Includes Parachute Starz

Gentle Shampoo,

Parachute Starz Non-Sticky

Hair Oil and Parachute

Advanced Starz Nourishing

Cream Gel

Specially created for

children between age 3-10

years


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BCG Matrix

Stars

(Parachute) ???

Cash Cows Dogs

High Low

High

Low

Market Share

Gro

wthRate


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An interesting print ad


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Some brand ambassadors


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Future Growth prospects

Continue promoting Parachute

Relaunch of Parachute Therapy in 2009

Prototyping of two differentiated cooling oil

variants in Bihar and Andhra Pradesh


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PARACHUTE AFTER SHOWER

The market for Hair styling gels & creams is predicted to be aroundRs 200-250 Million

Prior to Parachutes product, the very well know Brylcreamoccupied 80% share in this segment.

Parachutes main aim was not to eat into the market share of

Brylcream but to expand the marketof this product and thus createa base for itself.

For this it roped in Yuvraj Singh to be its brand ambassador who inits advertisements by Ambience Publicis is seen styling his hair atdifferent points of the day in different styles to set it right for themoment. It thus promoted this product as a daily necessity and

increased the market for this product. Maricos current market share in this segment is 42%.


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DISCLAIMER

Prepared by team ADVERB:

- Our knowledge is also limited about the

subject

- Critiques and suggestions invited

Ad Times Marico

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