Parachute oil

Marico industries in one of the largest FMCG company in India, offering a customized brands, catering to the needs of the target audience. Marico also has a very strong nation wide network, which makes the brands available for the customers. Ultimately, for a FMCG company ‘distribution’ is the core focus area. Marico is well known for its brand, Parachute coconut oil. Parachute is one among India 's Top 100 Most Trusted Brands and is the world's largest packaged Coconut Oil Brand.

Brand name: Parachute
Positioning: As a purity brand.
Target Audience: The primary target audience of ‘Parachute’ is women of all ages in both urban and rural population of India.
Pioneering idea: Parachute pioneered the idea of selling the coconut oil in plastic.
Communication: Mass communication on the platform of ‘caring’ with mother daughter theme.

Innovation strategy:
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

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.

Other extensions are:
Brand name: Parachute Advanced refined hair oil and Parachute Jasmine
Target audience: Young and appearance conscious consumer.
Positioning: Focuses upon the fragrance aspect of the oil.

Brand name: Parachute After shower Hair Cream
Target audience: Young men (SEC A, B)
Positioning: Focuses upon stylish look, non sticky and nourishing aspect.

Brand name: Parachute Sampoorna
Target audience: Women customers
Positioning: Focus on providing strong hair.

Brand name: Parachute Natural shampoo
Positioning: On the platform of ‘Naturals’ which makes hair healthier.

Branding strategies: Chik shampoo

When Cavin Kare launched Chik shampoo in the market, there was a severe competition in the market. For a company, the so called “retailer” is the primary customer and obviously the problem of margin arises. A study revealed that customers are purchasing velvette shampoo repeatedly, since they are the pioneers in introducing shampoo in sachets and the customers are not brand conscious. Hence Cavin Kare decided to enter into the competition to give quality products and create an awareness about the brand “chik” among the target audience. In 2003, Chik Shampoo was declared the winner of the best performing brand in 2003 by AAAI, amongst the top ten brands in household availability.

Target Audience: Girls and women of rural and semi urban population of India

Flavours: Chik Black, Chik Jasmine, Chik Egg, Chik cool, Chik anti dandruff

Branding strategies:
Cavin Kare decided to give away one sachet of Chik Shampoo free for 5 empty sachets of any shampoo brand and further extending this strategy in the next stage it restricted the free shampoo exchange only for empty sachets of Chik.

Retailers too got benefited from the idea. Apart from the service charges Cavin kare also gave retailers a Chik Sachet free for every 15 empty sachets they get from the consumer.
Cavin Kare also kept the prices of the brand higher than the rest of the shampoos in the market, to maintain profits.
They advertised more often and hired well qualified professionals to compete with the MNCs.
The iconic Chik Girl in every Chik Shampoo commercial showcased the possibility of soft and manageable hair for the customers.
Source: www.cavinkare.com
related post cavin kare

Branding strategies: Rasna

The brand Rasna is owned by Pioma industries, that introduced the concept of soft drink concentrates (SDC), a segment that had been created and nurtured by the company in the Indian beverages market. During the introduction period the company launched it under the brans name, jaffe and it marketed with the help of voltas. Then it changed its name to Rasna in the year 1979. It was the first brand in the country that provided consumers real fruit-like flavor and taste

Strategies:

Rasna’s extremely popular advertisements with the tagline, ‘I love you Rasna,’ had become an integral part of the Indian advertising.
The company also had a efficient sales and distribution network across the country so that the product is available for the target audience. It also employed extra sales force during summer season to match the demand.
The company emphasizing to increase the number of segments to make Rasna products more affordable to larger various sections of society and extended its strategy of Rasna being a mass drink to its global markets.
The company focused on multi-media advertising and promotion, wherein an effective marketing strategy was adopted to communicate the brand message, using the different media such as TV, radio and print. Mudra Communications, a leading advertising agency, undertook the advertising and promotional activities.
Product lines were categorized into two brands Rasna Utsav, an improvement over Rasna SDC, targeted the lower income group in rural markets and Rozana, a mix and serve powdered drink (no need to add sugar) targeted the convenience seeking semi-urban and urban consumers.
A new ‘leaf’ symbol was added to the Rasna brand name, to get the new distinct identity and to increase brand awareness in the rural market.

Branding strategies: Cadbury Bourn vita 5 star

Cadburys Bourn vita was launched in the year 1948 that continuously reinventing itself till date in terms of product, packages, promotion and distribution. The communication of the brand also changes according to the changing customers and their preferences. During 1970s, "Goodness that grows with you" was the campaign which focused upon “good upbringing”. In 1980s, "Brought up right, Bournvita bright" campaign was used. During 1990s all the brands in the category, concentrated upon physical benefits, whereas Bourn vita focuses upon both physical and mental benefits. 'Real Achievers who have grown up on Bourn vita' was one of the successful campaign.

Branding Strategy:

As a consumer of the product, children will be expecting more taste and as a customer, mothers will give importance to the nourishment. In order to fulfill the desires, Cadburys had found a new way of branding strategy. The idea is combining the two most powerful brands of the company, five star and Bourn vita. This will further enhance the strength of both the brands, in terms of taste and energy. These two brands will be grabbing a distinct place in the mind of the customers. This new variant of Bourn vita 5 Star is positioned as a unique magical treat that offers the goodness of malt food drink and exciting caramelized taste. This is one of the new marketing strategies used to boost the presence of brand.
Dairy milk is also a good brand from Cadburys. Then why they didn’t use that brand. They would have associated dairy milk, like “Bourn vita dairy milk” by saying enrichment of the milk. By doing this, they would have got triple advantage, the brand value of two brands and the milk shakti. I think 5 star brand name is more catchier, so they decided to do so. Do you know any other brands did like this before….?

Gold winner sunflower oil: G for H

Gold Winner Sunflower Oil was launched by Kaleesuwari Refinery Pvt. Ltd. in 1995. The main strategy of the company is to provide quality, healthy sunflower oil at competitive pricing. Gold winner has 29 % market share in India and 72 % market share in Tamil Nadu

Strategy used:
The company involves in tease and reveals campaigns.The first one is G for H – Gold winner for health. It is also suggesting ways to improve the existing process and product characteristics and also develop new products that can be positioned on the health platform.
It has also signed an MoU with a leading U.S. Consultant Robert M. Pierce, Fats & Oils Refining Consultant, to add value to the Gold Winner sunflower oil brand.
The marketing strategy for the domestic market is mainly concerned, with consolidation and expansion. The company has already widened its distribution network to cover all the southern states, and has made inroads into Maharashtra, since these are the major markets for sunflower oil category. Gold Winner also has major export plans targeting Sri Lanka, Singapore, Malaysia, Hong Kong and the Gulf region.
The brand’s chief strength is, it is not going on conventional marketing ways, rather it focuses upon spending time with customers, getting feedback from them for further development for a customized products.
Other brands of the company are Gold Winner Groundnut Oil, Gold Winner Vanaspati, Gold Choice Soya , Palm Super RBD Palm Olein , Puff King and Masterpiece range of bakery shortenings and Sree Gold range of dhalls.

Source: www.goldwinner.com

Brand Name: Is it an issue to be focused?

Growing high income groups and the concept of hedonism makes people more and more brand conscious. Marketers also have done enormous endeavors like choosing a beguiling brand name, promotional blitzkrieg and other marketing strategies to make their brands top of the mind recall.
Recently I have read an article in business line, stating “four letter words are the best” and Crisp brand names which are simple to recall, memorable and easy on the tongue will remain in the consumer’s mind for a long time. “Amul” is a good example which is easier to pronounce even though there are many languages spoken in India. But there are many brands having family names, brand names associated with corporate names are succeeded.
You should have noticed that even big corporate like HLL (see HLL origin here), RKN and others are displaying their corporate logos after the TV ads. HLL have is going to change even its name to Hindustan unilever Limited. My scrutiny is whether “brand name” is only the significant one. I think marketing strategy is far more important than brand name.
I will take two examples: containing five letters. Both are catchy brand names. First one Ujala and Cielo. Ujala is the brand which is started in a small factory but because of product features and their marketing strategies they succeeded well time. But in the case of Cielo, in spite of being a brand from big company Daewoo, poor positioning and marketing strategy made them stop working.
(I have just taken an example and we cannot compare both the products and their strategies)
My view is that mere brand name alone will not work, but a sincere marketing and branding efforts will make a brand success.
Comment your views with some examples.

Shivaji: A new brand mantra?

Nowadays we all must have noticed that marketers use movies to reach the target audience. The recent good example is Yash Raj Films' Ta Ra Rum Pum which chiefly focuses upon three brands namely Goodyear India, General Motors and Castrol. The real question is how these films are marketed before the release so that the brands in that film will get benefited.

I was astonished to the fact that all the tickets for first 20 days of the film “Shivaji”, starring Rajnikanth were sold out. But the film will be released on June 15.
Let us consider the film “Shivaji” as a brand. It contains all chief attributes like Tamil nadu super star Rajnikanth, Director Shankar, Music by the legendry AR Rahman and produced by AVM studio. I am sure that these attributes will deliver what people expect. Shankar has created (we can say marketed) an hype about the film by
Postponing the release date, gave regular interviews to Channels and news papers about its development.
A good example of this kind is “Balbir pasha campaign” which was a huge success.
The question is, Will this kind of creating publicity suits for the real brands? By creating this amount of excitement what are the things that a brand should do after the launch?
I think this kind of publicity, demands upon the type of brand and how much the people ready to pay? What you feel? Comments please….

As a fan of Rajnikanth I am eager to watch not only the movie, but also brands used in the film.
More pics click here: