Parachute - Managing India's Leading
Coconut Oil Brand

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Case Details:
Case Code : MKTA006
Case Length : 16 Pages
Period : 1995-2004
Pub Date : 2004
Teaching Note :Not Available Organization : Marico Industries
Industry : FMCG, Fast Moving Consumer Goods
Countries : India
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Please note:
This case study was compiled from published sources, and is intended to be used as a basis for class discussion. It is not intended to illustrate either effective or ineffective handling of a management situation. Nor is it a primary information source.
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Excerpts
Brand Building
In April 2003, Marico reorganized its business and brought Nature Care, Health Care and the International Business Group under a single division - Consumer Products.
This profit center comprised the operations of Marico Industries and Marico Bangladesh Ltd. (MBL), a 100% subsidiary of Marico.
It manufactured and marketed ten brands-'Parachute', 'Saffola', 'Hair & Care', 'Shanti', 'Sweekar', 'Sil', 'Mealmaker', 'Oil Of Malabar', 'Mediker' and 'Revive'...
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Parachute
Marico was best known for the Parachute brand. Indeed, most people were more familiar with Parachute than with Marico. Marico had turned the commonly available coconut oil into a branded business with 'Parachute', which dominated with a 53% market share in 2003...
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Looking Ahead
Marico's strategy was focused on increasing its presence across the entire hair oil segment by launching value-added products and through brand and product extensions. At the same time, the company had attempted to tackle the unorganized segment through low-cost and small-unit packs.
Of the Rs. 1600 crore coconut oil market, the branded segment accounted for Rs 750 crore and was growing at 6-8 % per annum. The loose segment constituted the remaining Rs. 850 crores... |
Exhibits
Exhibits I: BOIL in 1990
Exhibits II: Marico: A Comparison in 1991 and in 2003
Exhibits III: An Overview of Marico's Brands -2003
Exhibits IV: TV Commercial for Parachute, January 2001
Exhibits V: TVC for Parachute Uttam, December 2001
Exhibits VI: TV Commercial for Parachute Jasmine, July 2001
Exhibits VII: TVC for Parachute Dandruff Solution, September 2000
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