Financial Daily from THE HINDU group of publications
Tuesday, Oct 21, 2003
Financial Daily from THE HINDU group of publications Tuesday, Oct 21, 2003 |
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Marketing
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Brands Marico extends Parachute brand to shampoos Purvita Chatterjee
Mumbai , Oct. 20 MARICO Industries has stretched its flagship hair oil brand - Parachute - to shampoos. The company is in the process of testing its shampoo in Andhra Pradesh where it will be called Parachute Natural Shampoo. Positioned on the `naturals' platform, Parachute Natural Shampoo contains ingredients like coconut, almond and hibiscus. Pegged at Rs 45 for 100 ml, it will also be made available in sachets at Rs 1 and Rs 2. The advertising account has been bagged by Orchard Advertising, which also handles the company's Shanti Amla brand of hair oil. With the baseline `Baalon mein sehat ka jadoo', Parachute Natural Shampoo's USP is that of using natural ingredients to make your hair healthy. The Rs 800-crore shampoo market is growing at nearly 8-9 per cent per annum, but is highly competitive. Of late, many brands have adopted the `naturals' platform, including HLL's Sunsilk and Dabur's Vatika. Introducing yet another `natural' brand of shampoos in a cluttered market is not going to be easy for Marico, since the company will have to compete against the big and established MNC brands. Mr Hemant Mishra, Vice-President (Sales & Marketing), Bajaj Consumer Care, said: "While Parachute is a strong brand, most of its extensions have not worked in the past and shampoos is a competitive market where MNC brands have heavy ad spends.'' Market observers said that extending the same brand from oil to shampoo would not work. Mr Jagdeep Kapoor, Managing Director, Samsika Marketing Consultants, said: "Although Parachute is a strong brand in hair oils, its chances of success in shampoos is low. Hair oil is in the ethnic category while shampoos have a foreign connotation. Although both the applications are in the same part of the body, in the consumer's mind these are separate products which should ideally have different brand names.'' However, this is not Marico's first attempt at entering the shampoo category.
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