11-08-2012, 02:03 PM
BRAND EXTENSION BY MARICO – Parachute Body Lotion
ParachuteBodyLotion_final.pptx (Size: 178.6 KB / Downloads: 44)
Why Skin Care ?
3600 crore Skin Care market in India is growing at the rate of 25 %
Low penetration level of 20%
Less competitive as compared to other personal care categories
Changing lifestyles and increasing buying power has increased the customer spending on Skin care products
From a “Beautiful Hair “ to “Beautiful you “ brand
Among various body skin problems faced by Indian women, Dry skin is top rated in the list (based on U&A study done by IMRB 2011, for NIVEA). Changes in weather, extreme temperatures, irregular diet & lifestyle disturb the natural moisture balance making our skin dry and rough
Why Body Lotion ?
Personal hygiene for a typical Indian includes taking bath and use of moisturizer or cold cream. Hence geographic and demographic tendencies promote use of such products.
Low risk
High consumption as the usage area is large
Can leverage the customer trust in hair care in a closely related body care sengment
Targeting
Price positioning: Position at a low price point for cost leaders positioning
Attribute positioning: Position it as the only lotion with natural moisturizers
For the skin conscious women and metrosexual men, Parachute body lotion is the most cost effective body lotion as it is priced below all other body lotions and is made of natural ingredients like coconut milk
Only body lotion which contains only organic moisturizers
Priced below almost all the major body lotions
Brand Analysis
Advanced Skin Care
Under the umbrella brand Parachute.
Portfolio Roles
A strategic brand and a linchpin brand
Brand Relationship
Initially sub brand then endorsed brand.
Token endorsement
Brand Extension :
Outer Core : Spontaneous associations
Three pronged analysis
Presence: Marico’s strong distribution network will ensure presence in MT and GT outlets across cities and geographies. While lotions have strong modern trade sales, most consumers buy from local Kirana stores when they are in immediate need. Marico has a strong distribution network in both kirana and modern trade formats
Prominence: Given it’s distribution muscle and marketing firepower, it can negotiate with retailers to take up high prominence shelf space( prominence level 1)
Placement: Again Marico has the wherewithal to ensure that the product is placed in the lotions category along with other lotion brands so as to ensure that there is no confusion as to which category does Parachute body lotion belongs to
Price point: It is critical to stock the right SKUs at their right places. Smaller SKUs are to be placed in large numbers to ensure trial usage