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 ones hair till it remains
protected and healthy.
Demographic
For navratna oil, the income is not a problem as there are 1.5 Rs sachet available. Other bottles
are priced at Rs 24 and 44 Rs
Based on the age, the oil attracts people of the age group from early 20s to late 40s as this oil is
advertised as a oil which helps reducing stress. Today, one of the major problem of the people of
this age group is stress, insomnia, tension, headache. In cool oil segment category, navratna oil
has a major market share of 57%.
Gender. There is not much segmentation in terms of gender. Men and women both use this oil.
Although males use more of this as compared to females.
Occupation: Working professionals, and particularly service class segment uses navratna oil.
The irregular time schedules, late hours of working causes all sorts of stress , and sleep
disorders.
Geographic:
In terms of climate and seasons, the summer season is the most favourable for the product.

PESTLE:
Environmental scanning refers to macro environmental analysis.
Political
Stable political government
Restrictions in import policies
Rise in customs duty on petrol and diesel
Partial withdraw of stimulus packages

Government Debt
Budget Deficit or Surplus
Corporate and Personal tax Rates
Import Tariff and Quotas
Export Restrictions

EconomicalGDP per capita

Economic Growth
Unemployment Rate
Inflation rate
Consumer and Investor Confidence
Inventory Levels
Increase in disposable income
Currency Exchange Rates
Financial and Political Health of Trading
Balance of Payments
SocialRising Rural India
Consumerism
Demography
TechnologicalResearch and development intensity
Information technology
LegalMinimum Wage Laws
Environmental Protection Laws

Worker Safety Laws

Union Laws
Sunday Closing Laws
Municipal Licenses
Laws that favour Business Investment
TechnologyEfficiency of Infrastructure including: Roads, Ports, and Airports, Rolling Stocks,
Hospitals, Education
Industrial Productivity
New Manufacturing Processes
New Products and Services of competitors
New Products and Services of supply chain partners
Any new technology that could impact company
Cost and accessibility of electrical power