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Presents AD-Times

Presents AD-Times. Vision: We shall offer brands that enhance the appeal and nourishment 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.

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Presents AD-Times

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  1. Presents AD-Times

  2. Vision: We shall offer brands that enhance the appeal and nourishment 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 elements which give it meaning.

  3. MARICO Brands • PARACHUTE • SAFFOLA • AFTER SHOWER • HAIR N CARE • KAYA SKIN CLINIC • NIHAR • SHANTI BADAM AMLA • REVIVE

  4. 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

  5. SAFFOLA- AapkaHrudaiRakhe SURAKSHIT Click on the image to view the ad or http://www.afaqs.com/advertising/creative_showcase/index.html?id=5551&media=TV&type=Indian

  6. Phase 1 • Purpose- Position Saffola as an oil, for people with heart problems • Target Segment- People with heart problems and their families

  7. Saffola- DilKoRakhe JAWAN Click on the image to view the ad or http://www.afaqs.com/advertising/creative_showcase/index.html?id=22069&media=TV&type=Indian

  8. 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

  9. STP-Saffola Oil Segmentation variables- Age, region, health and lifestyle Target Segment-Middle aged, stress related problems and urban-fast lifestyle Targeting Strategy- Earlier it used to be niche marketing but now with increase in health consciousness and change in job patterns the segment itself has grown bigger Positioning- Oil for Healthy heart

  10. ANSOFF’s ModelFor SAFFOLA

  11. Current Product New Product ANSOFF’s Model Current Market New Market

  12. Parachute • Marico’s flagship brand • World’s largest coconut oil brand • Parachute’s volume share-46% • Marico’s share in branded oil segment-53.3%

  13. Categories • Parachute Hair Gel • Parachute Hair Oil • Parachute Hair Cream • Parachute AfterShower • Parachute Therapie • Parachute Advansed • Parachute Hair Conditioner

  14. Hair Oil categories

  15. Hair Oil categories (cont..)

  16. BCG Matrix Market Share High Low Growth Rate High Low

  17. An interesting print ad

  18. Some brand ambassadors

  19. Future Growth prospects • Continue promoting Parachute • Relaunch of Parachute Therapy in 2009 • Prototyping of two differentiated cooling oil variants in Bihar and Andhra Pradesh

  20. PARACHUTE AFTER SHOWER • The market for Hair styling gels & creams is predicted to be around Rs 200-250 Million • Prior to Parachute’s product, the very well know Brylcream occupied 80% share in this segment. • Parachute’s main aim was not to eat into the market share of Brylcream but to expand the market of this product and thus create a base for itself. • For this it roped in Yuvraj Singh to be its brand ambassador who in its advertisements by Ambience Publicis is seen styling his hair at different points of the day in different styles to set it right for the moment. It thus promoted this product as a daily necessity and increased the market for this product. • Marico’s current market share in this segment is 42%.

  21. STP Segmentation: • Geographic segmentation – Urban and Semi Urban Areas. • Demographic segmentation Youth (average age of 25), gender (male), income (High and medium income groups with substantial disposable income). • Psychographic segmentation Outgoing lifestyle, Attitude to try new products, urge to look trendy. Targeting: • The target group for this particular brand are Youth who have a moderate disposable income and urge to look trendy. Positioning: • Points Of Parity: A hair styling gel for men for every day use • Points of Difference: The product has been positioned as an everyday use PARACHUTE product which doesn’t cause any harm to the hair due to its use of nutritional components.

  22. DISCLAIMER Prepared by team ADVERB: - Our knowledge is also limited about the subject - Critiques and suggestions invited

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