Parachute SWOT Analysis, USP & Competitors

Posted in FMCG, Total Reads: 7924
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SWOT Analysis of Parachute with USP, Competition, STP (Segmentation, Targeting, Positioning) - Marketing Analysis

Parachute

Parent Company

Marico

Category

Personal Care brands- Haircare

Sector

FMCG

Tagline/ Slogan

Gorgeous Hamesha

USP

100% Pure Coconut Oil

STP

Segment

Appearance and health conscious people of all ages

Target Group

Women of all ages in both urban and rural population of India & Young and appearance conscious consumer

Positioning

Positioned on the platform of purity

SWOT Analysis

Strengths

1. Market leader in its category, has a huge loyalty in the urban & rural sections of India
2. Brand has sought to remain relevant and differentiated through a slew of initiatives in packaging & communication like the “weight-test” (proving that pure Coconut oil is heavier than impure oil)
3. Parachute enjoys tremendous equity and trust with every passing generation
4. Is entering the shampoo market with Starz and has a range specifically for the age group of 3-10yrs
5. One of the most recognized and trusted brands

Weaknesses

1. Innovations like personal massager where available only in select cities and limited quantities
2. Parachute Hot Oil should be a seasonal product and should be sold in winters and not during summers in places where it gets very hot.
4. The original parachute oil solidifies in winter season.

Opportunities

1. Parachute can get into skin care by introducing oils for application on the entire body
2. Launch variants that have not only coconut but also other natural ingredients that benefit the hair. This will help fight competition from brands that are not made of coconut but other ingredients like badam, amla, mustard etc.

Threats

1. Many players are entering the market
2. Parachute as a brand is positioned as a coconut oil. Competitor brands are communicating the advantages of using oils that are made of badam, amla, mustard etc.

Competition

Competitors

1.Dabur India
2.Navratna
3.HLL



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