A report on parachute Coconut hair oil

Overview of Marico Ltd.

Marico is one the leading company in FMCG sector incepted in year 1988. The company has created one of biggest brands in India. Every month ,over 70 million packs from Marico reach approximately 130 million consumers in about 23 million households through a widespread distribution network of more than 2.5 Million outlets in India and overseas. Marico Limited is engaged in the business of branded consumer products and services. The Company operates in two segments: Consumer Products and Others. Its Consumer Products include Coconut oils, other edible oils, hair oils and other hair care products, male grooming products, fabric care products, healthy foods, soaps, health care products and female beauty care products. Others segment is engaged in skin care. In India, it manufactures and markets products under the brands, such as Parachute, Nihar, Saffola, Hair & Care, Revive, Shanti, Oil of Malabar, Mediker and Manjal. Its international portfolio includes brands, such as Fiancee, HairCode, Camelia, Aromatic, Caivil, Hercules, Black Chic, Ingwe, Code 10, Xmen, LOvite and ThuanPhat. It is present in Skin Care solutions business under the brand name Kaya in India and international markets and the brand Derma Rx in Singapore and Malaysia. On May 29, 2012, the Company acquired Halite Personal Care India Private Limited.

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A report on parachute Coconut hair oil

History of Marico Ltd.

1988 The Comp. was incorporated on 13th October, under the name of Marico Foods limited It obtained the Certificate of commencement of business on 22nd November. The Comp. is engaged in the business of manufacture & marketing of branded personal care products, edible oils, fabric care products and processed foods. The Company products are sold under the brand names Parachute, Saffola, Sweekar, Marico Hair and Care, Revive and Sil.

1989 -

The name of Comp. was changed to Marico Industries Limited w.e.f. 31st October. In December, the Comp. entered into an agreement with M/s. Rasoi Industries Limited for purchase of its unit located at M.I.D.C. Industrial Estate, Jalgaon.

1990 -

The Comp. entered into a Registered Users Agreement dated 26th September, with BOIL for use of brands 'Parachute' and 'Saffola' for an initial period of 3 years commencing from 1st April.

1993 -

The Comp. established a new plant at Kanjikode, Palghat District, Kerala to manufacture Parachute Coconut Oil. This plant with capacity of 24000 tons of coconut oil per annum began commercial operation in May. The products Parachute Coconut Oil, Saffola&Sweekar are manufactured at the Company factories. The products Marico Hair & Care, Revive Instant Starch, Parachute Amla& Parachute Herbal are manufactured on job work basis as per the Company quality specifications & under the brand names of Company. The Comp. has two SSI Units namely M/s. Amardeo Plastic Industries having its factory at Mumbai. The SIL range of jams & food products are manufactured by Kanmoor Foods Limited [KFLs] & marketed by Company. Saffola won the Most Outstanding `Brand of Year' Award instituted by the Advertising Club of Mumbai.

1994 -

Agreements dated 21nd February 1994 & 16th November 1995 between the Comp. & The Bombay Oil Industries limited for using the Trademark 'Parachute' &Saffola'.

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A report on parachute Coconut hair oil

1995 -

The Comp. has acquired the Brand `SIL' from KFL in March for an aggregate consideration of Rupees Three crores.

1996 -

Memorandum of Understanding dated 2nd January, between the Company and Karvy Consultants limited agreeing to act as Registrars to the Issue. In March, the Comp. made a fresh issue of 10,00,000 equity shares of Rs.10/each, at a premium of Rs.165/- per share, simultaneously with an offer for sale by promoters of 26,25,000 equity shares of Rs.10/- each, at a premium of Rs.165/- per share. The Comp. decided to leverage on the strong equity of Parachute brand through appropriate extensions. Accordingly, `Parachute Herbal' was launched. The Total Quality Movement within the Comp. has gathered speed and now embraces virtually all locations. The Comp. has made major investments in information technology, a process which began four years ago. Presently, all the establishments are covered by information technology & networked with the Corporate Office. The Comp. has acquired a formidable reputation for its HR practices and has been recognised by National HRD Network in the recent past.

1997 -

Marico Industries has extended the Sweekar oil brand to introduce two new refined oils-Sweekar cotton seed oil &Sweekar mustard oil. The Comp. has set up a factory near Jalgaon to process the cotton seeds & another factory near Jaipur for mustard oil. The Comp. has launched branded refined mustard oil & cotton seed oil refined under its brand name Sweekar Orange. Marico Industries has been one of few success stories in the fast-moving consumer goods segment. The Comp. has announced the extension of Parachute brand name to other products in the hair care segment, thus making it an umbrella brand. Marico Industries has launched three new variants of coconut oil - light oil, nutra sheen liquid &nutra sheen creme-under the brand name Parachute. Marico Industries Limited, the Rs. 400 crore consumer goods company has been selected as a Top Performing Global Growth Comp. from India by the World Economic Forum, New Delhi.

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A report on parachute Coconut hair oil

1998 -

The Comp. was originally a join venture between a Lever group company & Nissin of Japan, & its products were distributed through HLL channels. Marico Industries Ltd has taken the lead in launching a refined oil in the soya segment with a new variant called Sweekar Refined Soya Oil. The Comp. has recently launched a new variant in Postman called Sona, which is a sunflower oil. MIL launched an innovative fabric care product named Revive ColourFix which helps to fix the colour on cotton fabrics. The Comp. has recently extended the brand equity of Parachute to coconutbased hair grooming products like Parachute Lite& Parachute Nutra-Sheen. The Comp. is also considering testing Parachute branded products in international markets like Europe & America.

1999 -

Marico Industries Ltd is focussing on relaunching its SIL brands in its `healthcare' business, after a successful repositioning of its Saffola&Sweekar brand. The Comp. is planning to introduce a range of vegetable soups. The Comp. is planning to set up a wholly-owned subsidiary in Bangladesh shortly. Marico Industries [Maricos] & The Bombay Oil Industries [BOILs] have reached an understanding in terms of which the brands, Parachute and Saffola are being assigned to Marico. ICRA has retained the `A1+' rating for Rs. 7.5-crore commercial paper programme of company. The Comp. is planning to set up a local manufacturing unit is several other SAARC countries.

2000 -

The Comp. launched Parachute Dandruff Solution Coconut Hair Oil in Calcutta, the first oil to combine coconut oil with antidandruff properties in a single hair oil. The Comp. has launched the branded coconut oil in a tamper proof seal pack with a flip top cap. Marico Industries limited has a tied up with the International Association of Trichologists [IATs], a non-profit organisation based in Australia.

2001 -

Marico Industries has launched the Revive Anti-Bacteria starch.

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A report on parachute Coconut hair oil

2002 -

Marico Industries Ltd has informed BSE that the Board approved the Issue of bonus redeemable preference shares of aggregate face value of Rs 290 million. Ratio -- 1:1 on equity enhanced after bonus issue of equity shares made by Board on April 18, 2002 & approved by shareholders on July 18, 2002. The rate of dividend is 8% p.a.Increase in authorised share capital of Comp. from Rs 300 million to Rs 600 million.

2003 -

Marico Industries Ltd have appointed Erehwon consultancy firm for initiatives of innovation in marketing & management. Marico Industries have acquired a controlling equity interest in Sundari LLC.

2004 -

Marico Industries' popular edible oil brand 'Saffola' launches a fresh advertising campaign. The campaign by Grey Worldwide has a new tagline, Aaj se jeenekaandaazsudhariye [Improve your lifestyle todays], urges every Indian to take up healthy lifestyle. Earlier Saffola campaign used the tag line SaffolaSwasthParivaarKeDil Ki Dhadkan High Court of Judicature at Bombay approves the Scheme of Amalgamation of AnanditaArnav Trading and Investment Private Ltd, MadhavNandini Trading and Investment Private Ltd, RajviRishabh Trading and Investment Private Ltd &Rishabh Harsh Trading and Investment Private Ltd with Marico Industries Ltd on February 12, 2004 Announces 1:1 bonus issue Marico Industries launches 'Saffola Gold, a blend of Ricebran&Kardi oils in a 70:30 ratio, which has dual benefits of lowering cholesterol & enabling food cooked in it to absorb lesser oil Marico industries has announced its foray into the beauty products segment with the launch of Silk-n-Shine, a post-wash haircare product

2006 2007 -

Marico acquires HLL`s Nihar for Rs 216 cr

Marico Ltd has appointed Mr.AnandKripalu as an Additional Non-Executive Director on the Board of Directors of Company. The Comp. has splits its face value from Rs.10/- to Rs.1/-.

2008 -

Marico Limited has appointed Ms.RachanaLodaya- Legal Manager, as Comp. Secretary & Compliance officer of Company, with effect from August 01, 2008
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A report on parachute Coconut hair oil

Capital Structure of Marico Ltd.

Period From 2011 2010 2009 2008 2007 2006 2005 2004 2003 2002 2001 2000 1997 1996 1995 1994 To 2012 2011 2010 2009 2008 2007 2006 2005 2004 2003 2002 2001 2000 1997 1996 1995 Instrument Authorized Capital (Rs. cr) 65 65 65 65 65 65 60 60 30 30 29.9 29.9 29.9 14.9 14.9 14.9 Issued Capital (Rs. cr) 61.49 61.44 60.93 60.9 60.9 60.9 58 58 29 29 14.5 14.5 14.5 14.5 13.5 4.5 -PAIDUPShares (nos) 614934387 614399550 609325700 609000000 609000000 609000000 58000000 58000000 29000000 29000000 14500000 14500000 14500000 14500000 13500000 4500000 Face Value 1 1 1 1 1 1 10 10 10 10 10 10 10 10 10 10 Capital 61.49 61.44 60.93 60.9 60.9 60.9 58 58 29 29 14.5 14.5 14.5 14.5 13.5 4.5

Equity Share Equity Share Equity Share Equity Share Equity Share Equity Share Equity Share Equity Share Equity Share Equity Share Equity Share Equity Share Equity Share Equity Share Equity Share Equity Share

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A report on parachute Coconut hair oil

Marico entering a new market with the brand Parachute:

For Marico, going global is more than a means of opening up new avenues of growth. In roughly 13 months, between January 2010 and February 2011, fast moving consumer goods company Marico has snapped up four international acquisitions which include brand Code 10 (Malaysia), Derma Rx (in Singapore via wholly-owned subsidiary Kaya Ltd), Ingwe in South Africa, and an 85 per cent stake in International Consumer Products Corporation (ICP) of Vietnam. Thats one new addition every three months or so. For Marico which started its journey as Bombay Oil Industries in a traditional commodity-driven business going global is not just a means of opening up new avenues of growth but also an opportunity for cross-border learning. That, in part, explains the shopping spree, and the amazing growth of its International Business Group (IBG). With a footprint in West Asia, North Africa, South Africa, Bangladesh, Malaysia and now Vietnam, the division has grown from Rs 96 crore in 2004-05 to Rs 734 crore in 2010-11. Today, Maricos international business fetches almost a quarter of the groups revenues estimated at Rs 3,300 crore for 2010-11, thanks to a judicious mix of organic (two-thirds of the IBGs revenues) and inorganic growth. The Mumbai-headquartered company started off by exporting its flagship coconut oil Parachute brand across the subcontinent and in West Asia in the early 1990s, though its real foray as a serious investor overseas happened more recently, in 2000 in Bangladesh, when it set up a manufacturing facility for Parachute oil just outside capital Dhaka. Bangladesh brings in the lions share of IBGs revenues at over 50 per cent, with West Asia (currently present in the Gulf Cooperation Council countries, Yemen, Sudan and the Levant region) bringing in another 30 per cent. The balance is contributed by the other geographies where Marico has a footprint, namely, Egypt, South Africa, Malaysia and Vietnam. These acquisitions have also brought more than six new brands under the Marico umbrella, significantly adding to the companys international offerings that comprised only one brand (Parachute) till about 2005. However, the companys revenue mix is still extremely dependent on Parachute (hair care) and Saffola (edible oil), its top grossers, which together bring in close to 60 per cent of Maricos overall revenues.

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Parachute Market History.

Egypt is one of the most populous countries in Africa and the Middle East. The great majority of its over 81 million people live near the banks of the Nile River, in an area of about 40,000 square kilometres (15,000 sq. mi), where the only arable land is found. About half of Egypt's residents live in urban areas, with most spread across the densely populated centres of greater Cairo, Alexandria and other major cities in the Nile Delta. The economy of Egypt is one of the most diversified in the Middle East, with sectors such as tourism, agriculture, industry and service at almost equal production levels. Egypt's important role in geopolitics stems from its strategic position: a transcontinental nation, it possesses a land bridge (the Isthmus of Suez) between Africa and Asia, traversed by a navigable waterway (the Suez Canal) that connects the Mediterranean Sea with the Indian Ocean by way of the Red Sea. Egypt's foreign policy is supported by its population size, historical events, military strength, diplomatic expertise and a strategic geographical position. It has extensive political influence in Africa and the Middle East. Cairo has been a crossroads of regional commerce and culture for centuries, and its intellectual and Islamic institutions are at the centre of the region's social and cultural development. Economic conditions have started to improve considerably after a period of stagnation from the adoption of more liberal economic policies by the Government, as well as increased revenues from tourism and a booming stock market. In its annual report, the International Monetary Fund (IMF) has rated Egypt as one of the top countries in the world undertaking economic reforms. Some major economic reforms taken by the new government since 2003 include a dramatic slashing of customs and tariffs. A new taxation law implemented in 2005 decreased corporate taxes from 40% to the current 20%, resulting in a stated 100% increase in tax revenue by the year 2006. Foreign direct investment (FDI) into Egypt has increased considerably in the past few years, exceeding $6 billion in 2006, due to the recent economic liberalization and privatization measures taken by minister of investment Mahmoud Mohieddin.

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A report on parachute Coconut hair oil

Marketing Mix Parachute

Products Parachute is premium edible grade coconut oil, a market leader in its category. Synonymous with pure coconut oil in the market & is positioned on the platform of purity. Parachute thus enjoys tremendous equity, trust with every passing generation & loyalty in the urban as well as rural sectors of India. Innovations in the packaging whether from the aspect of userfriendliness or aesthetics have and continue to help Parachute grow. Parachute Advansed: Parachute Advansed contains essential oils of ylang-ylang to give it a rich and deep fragrance. It is for the all-aware young Indian woman who is demanding, is aware of the benefits of using hair oil and the role it plays in maintaining her healthy and well nourished hair. It is lighter than other coconut oils & with regular use of Parachute Advansed, hair strength is known to increase by up to 16%. Innovations from Parachute Advansed: Personal Champi It is a combination packconsisting of a Parachute Advansed 300 ml bottle and a head massager. Hot Champi It consists of hair oil warmer and a bottle of Parachute Advansed coconut hair oil. Parachute Advanced Revitalising Hot Oil This oil is enriched with a special warming oil which keeps it hot from inside. It gives extra care during winter & does not freeze in winters. Parachute Jasmine Parachute Jasmine is a hair oil that gives nourishment, has a lingering fragrance & is delivered through a completely non-sticky format. This makes Parachute Jasmine great postwash oil. The Parachute Jasmine woman is between 18 24 years confident and progressive yet has her roots in traditional values and culture. Parachute Aftershower Parachute Aftershower styling gels & creams offer this new age consumer a range of male grooming products

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A report on parachute Coconut hair oil

Parachute Therapie A Therapie to reduce hairfall in 45 days Parachute Advanced Starz Parachute Advansed Starz is a range of hair care products specially created between 3-10 years. This range includes Parachute Starz Gentle Shampoo, Parachute Starz Non-Sticky Hair Oil and Parachute Advanced Starz Nourishing Cream Gel.

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A report on parachute Coconut hair oil

Product Variety
Parachute coconut oil Premium edible grade coconut oil Positioned on the platform of purity Innovations in packaging for user friendliness and aesthetics

Parachute Advansed Contains essential oils of ylang-ylang to give it a rich and deep fragrance contains essential oils of ylang-ylang to give it a rich and deep fragrance With regular use hair strength is known to increase by up to 16% When applied pre-wash, Parachute Advansed reduces protein loss up to 28% and restores the health of hair

Parachute Jasmine Light, fragrant oil that can be used everyday to nourish and style your hair Gives healthy, non-sticky, free flowing and fragrant hair

Parachute Aftershower Non-sticky Anti-dandruff, Works 24x7 Makes hair 50% stronger Styles hair

Parachute Therapie Unique scientific formulation Developed after 6 years of intensive research, product development and consumer trial helps control hair fall naturally

Parachute Advansed Starz Made from natural ingredients Coconut Proteins - For gentle nourishment Vitamin Shakti - Fortify and strengthen hair Strawberries - A yummy fragrance that children love.

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A report on parachute Coconut hair oil

Quality Assurance
Marico Bangladesh achieved MMEM (Marico Manufacturing Excellence Model) Certification post audit from the Global Corporate Quality Assurance team. These Quality System facilitate the manufacturing locations to produce consistent quality products day in and day out. They also ensure that there is specifi c focus on continual improvement of processes, systems and procedures. Marico cleaned the ISO 9001 sustenance audit with flying colors post the certification obtained in 2009. Marico emphasizes special focus on Safety & Environment at the manufacturing locations as well as at their vicinity. In regard to this Marico will go for ISO 14001 & ISO 18001 certifications in this financial year

Product Design
Marico followed innovation as a major strategy in building Parachute brand. The following are some example. 20 ml Parachute - a Rs 5 SKU that enables loose oil users to upgrade to Parachute.

Flip Top Cap for Parachute bottles to enhance the safety and protect the purity of Parachute

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A report on parachute Coconut hair oil

Parachute Mini - a bottle shaped small pack being sold at an MRP of Re.1

Easy

Jar

of

Parachute

to

facilitate

usage

especially

during

winters

The strategy followed by the company and the quality of the product offers a customized product in all seasons, to grab the price conscious customers and to provide value for money.

Product Feature
An oil that leaves an instant shine on your hair and gives you that ultimate experience of rejuvenation is this Advansed Coconut Hair Oil from Parachute. Suitable for women, this Coconut Hair Oil strengthens your hair in the most unique way. The Parachute Advansed Coconut Hair Oil is formulated from ylang ylang oils to keep your hair healthy. Also, ylang ylang oils penetrate deep into the hair roots and leave your hair looking healthy and lustrous. The deep fragrance this Advansed Coconut Hair Oil leaves on your hair will make you fall in love with your hair. Besides conditioning your hair, this natural Parachute Hair Oil reduces protein loss. This Advansed Coconut Hair Oil also nourishes your hair and restores hairs health. Additionally, this Coconut Hair Oil adds the desired amount of moisture and makes your hair soft and supple. Suitable for all hair types, this Advansed Coconut Hair Oil from Parachute helps you get that silky smooth hair on-the-go no matter what type of hair you
have.

Brand Name:
Parachute Coconut Hair Oil

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A report on parachute Coconut hair oil

Packaging :
Parachute coconut hair oil are available at the market in blue color plastic bottle.

Size:
Available in Bottles: 100 ml, 200 ml, 500 ml, 1000 ml (Jumbo Pack) Flip Cans: 100 ml, 200 ml

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A report on parachute Coconut hair oil

Price Major factors impacting pricing

Copra and oil seed input costs Packaging costs Competitors

Pricing Method
Competitive Promotional pricing (20% extra)

Pricing Strategy
Economy / Value??

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A report on parachute Coconut hair oil

Product
Parachute Coconut oil

Prices
500 ml - Rs 90 200 ml - Rs 39 20 ml - Rs 5 Mini - Rs 1 375ml Rs 80 212.5ml - Rs 48 80 ml Rs 27 300 ml Rs 72 150 ml Rs 46 100 ml Rs 29 150 ml Rs 80 (Antidandruff) 50 ml Rs 37 (Antidandruff) 150 ml Rs 62 (Regular) 50 ml Rs 35 (Regular) 190 ml Rs 190 100 ml Rs 99 100 ml Rs 54

Parachute Advansed

Parachute Jasmine

Parachute Aftershower

Parachute Therapy Parachute Advansed Starzz

All Price are as on the Date: 26-06-2011 During my research not any Discount offers was available in the market.

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A report on parachute Coconut hair oil

Place
Marico have 9000 distributer for parachute who service the entire country through the wide market network. Parachute is available across the country but in northern India especially in Uttar Pradesh, Madhya Pradesh, Chattisgrah, Gujrat, Delhi, Panjab, Haryana, Bihar, Jharkhand and in Rajasthan parachute is more popular in women. Channels Distributors Retailers Consumers Retailers includes - Kirana Stores, Supermarkets, Medical Shops, Cooperative Stores etc. Coverage All India market Urban Semi-urban and rural markets - primary focus.

Maricos Distribution Ntwork in India Urban Sales Territories Towns Covered (000's) Distributors Super Distributors Stockists Retail Outlets Reach (millions) 1.65 135 3.2 850 120 3,600 0.85 Rural 35 11

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A report on parachute Coconut hair oil

Place : Distribution Chain

In whole south India Parachute are available and also in whole north east states it is available. Parachute coconut hair oil are sold in 42 countries. Through more than 20 lakh Retail outlets.

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A report on parachute Coconut hair oil

Promotion
Sales Promotion Sales promotion consists of short-term incentives to encourage the purchase or sales of a product or service and it can take form of following promotions Consumer, Business, Trade, or Sales force promotions

Consumer Promotion
Parachute Loyalty programme Har pack per paayiye points aur points par paaiye aakarshak inaam

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A report on parachute Coconut hair oil

Parachute Loyalty programme

Har pack per paayiye points aur points par paaiye aakarshak inaam 50 points- 1 Hair brush free 150 points- 100 ml Parachute Hair Oil free 250 points- 100 ml Parachute Hair Therapie free 1000 points- 1 free visit to Kaya Skin Clinic

Personal Hygiene Awareness Camps in schools

Student discounts coupons

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A report on parachute Coconut hair oil

Consumer Promotion in rural areas

Parachute is sponsors jatra (open-air folk theatres) to facilitate an increase in Parachute's market presence in rural areas. Partnership in each of them would cost the company anywhere between Rs 25,000 and Rs 65,000 depending upon the troupes that are hired. Discount coupons can be distributed among the spectators

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A report on parachute Coconut hair oil

Consumer Promotions
Champi booths at malls Spot buy discounts Surprise gifts

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A report on parachute Coconut hair oil

Trade Promotion
Point of Purchase Best Product display award at retailer level Jo dikhta hai woh bikta hai

Trade Allowances Gifts or Attractive schemes to make the retailers and distributors to stock more which would increase the sales Additional margins for the retailers who sell more Incentivizing the retailers and consumers to collect the parachute oil cans, jars, bottles for recycling A Trade and consumer promotion. Will act as a CSR initiative in conserving the resources by recycling. Thereby creating a goodwill for Parachute brand in the society. Contests & Awards: Retailers Meeting the celebrity contest Retail Product push winner award Seller of the quarter

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A report on parachute Coconut hair oil

Business Promotions
Recognition is the best incentive Parachute King award for the best sales employee Parachute Diamond award given to best distributor at Zonal level * In Marico this can be tracked online by SAP module MI-NET was officially launched July 1, 2002. Training/informative recreational tours about hair therapy and coconut oil to potential performing sales and trading partners.

Communication Strategy
Coconut Dream : Mass communication on the platform of caring with mother daughter theme. Communication aimed at youth for nourishment ( proteins and vitamins) New Communication Mantra Pure coconut oil matlab parachute Communication like the "weight-test" (proving that pure Coconut oil is heavier than impure oil). Synonymous with pure coconut oil the gold standard for purity. Effectively explain the benefits of various innovative packing ( Flip top, wide mouth, and tamper proof etc.)

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A report on parachute Coconut hair oil

Bibliography
www.kayaclinic.com www.maricobd.com www.marico.com

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